中国家庭护理市场

儘管面临通货膨胀、房地产市场下滑和消费者信心疲软等经济挑战，中国家庭护理市场预计将在 2024 年表现出韧性，零售现值成长仍将保持在较低水准。这种稳定性凸显了居家护理产品的本质及其在消费者日常生活中所扮演的重要角色。

本报告研究了中国家庭护理市场，确定了主要企业和品牌，并对影响市场的主要因素进行了策略分析，包括新产品开发、包装创新、经济/生活方式的影响、分销和定价问题。它还提供截至 2029 年的预测。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

中国衣物洗护

关键资料发现

2024 年的发展

• 经济压力减缓优质化
• 小众及专业洗衣护理产品的兴起
• 社群电商爆发式成长，抖音成为焦点

前景与机会

• 清洁剂片市场竞争激烈
• 创新零售伙伴关係与自有品牌产品的兴起
• 家用洗衣机与洗衣护理产品的互动

类别指标

分类资料

中国洗碗机

关键资料发现

2024 年的发展

• 手洗碗成长放缓，自动洗碗清洁剂保持强劲势头
• 立白以丰富的产品系列持续引领手洗餐具市场
• Finish 强大的品牌声誉使其在自动洗碗机领域保持领先地位

前景与机会

• 洗碗机的进一步普及可能会推动自动洗碗的成长
• 卫生和安全意识的提高将使使用天然成分的产品越来越受欢迎
• 瞄准细分消费群组

类别指标

分类资料

中式外观保养

关键资料发现

2024 年的发展

• 外观保养将在 2023 年下降，然后在 2024 年恢復成长
• 除了清洗功效，其附加价值功能满足了消费者的多样化需求
• 基于兴趣的电子商务将在 2024 年保持成长势头

前景与机会

• 多功能、便利、有香味的产品可能会继续受到欢迎
• 多样化的消费者需求预计将推动外观保养产品细分化，满足针对性的清洁需求
• 上海庄臣凭藉着广泛的产品组合和捆绑销售，在外观保养领域保持领先地位。

分类资料

中国漂白剂

关键资料发现

2024 年的发展

• 漂白水需求减少将导致销售下降
• 竞争格局稳定，进入市场新品牌较少，产品创新不足。
• 在网上购买漂白剂的比例正在迅速增长

前景与机会

• 漂白水销售在连续两年下滑后可望保持稳定
• 多功能产品可能与漂白水形成强劲竞争

分类资料

中国厕所清洁

关键资料发现

2024 年的发展

• 卫生意识的提高推动了厕所清洁的成长
• 香味仍然是厕所清洁的主流
• Mr Muscle 的广泛产品和声誉使其在厕所清洁领域保持领先地位

前景与机会

• 预计罐内设备将持续保持强劲成长
• 由于竞争加剧，液体和清洁剂厕所清洁剂的成长放缓
• 预测期内零售电子商务渗透率可能会进一步增加

分类资料

中国磨料磨俱

关键资料发现

2024 年的发展

• 2024 年磨料需求将持续下降
• 磨料产业的竞争格局保持稳定，线上品牌利用基于兴趣的电子商务推动进一步成长
• 磨料磨俱电商零售份额持续成长

前景与机会

• 家具蜡和鞋蜡需求预计将持续下降
• 预测期内地板抛光剂需求预计保持持平

分类资料

中国空气清净

关键资料发现

2024 年的发展

• 儘管市场压力巨大， 空气清净仍稳定成长
• 使用汽车空气清新剂解决「车内异味」问题
• 香味是吸引消费者的重要因素，传统中国香水越来越受欢迎。

前景与机会

• 汽车空气清新剂预计将继续推动空气清新剂的成长
• 多功能性和经济性可能是空气护理产品的未来
• 利用人工智慧开发新型空气护理产品

分类资料

中国用杀虫剂

关键资料发现

2024 年的发展

• 2024 年家用杀虫剂使用量将持续下降
• 天然、安全、智慧是电杀虫剂主要发展趋势
• 家用杀虫剂的竞争格局分散

前景与机会

• 预测期内家用杀虫剂需求预计仍将维持低迷
• 个人驱虫剂可能威胁家用杀虫剂的成长
• 预测期内家用杀虫剂缺乏产品创新

分类资料

Despite facing economic challenges such as inflation, the slide of the real estate market, and declining consumer confidence, home care in China demonstrated resilience in 2024, seeing low retail current value growth. This stability underscores the essential nature of home care products, and their significant role in consumers' daily life.

Euromonitor International's Home Care in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premiumisation slows amidst economic pressures
• Rise of niche and specialised laundry care products
• Explosive growth of social commerce, with the spotlight on Douyin

PROSPECTS AND OPPORTUNITIES

• The high-stakes competition in detergent tablets
• The rise of innovative retail partnerships and private label products
• The interplay between home laundry appliances and laundry care products

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slow growth for hand dishwashing, while automatic dishwashing powders sustains stronger momentum
• Liby continues to dominate hand dishwashing with its wide product portfolio
• Strong brand reputation of Finish maintains its lead in automatic dishwashing

PROSPECTS AND OPPORTUNITIES

• Further penetration of dishwashers likely to drive growth for automatic dishwashing
• Rising awareness of hygiene and safety will ensure the popularity of products with natural ingredients
• Targeting segmented consumer groups

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surface care rebounds to growth in 2024, following decline in 2023
• In addition to cleaning efficacy, added-value functions meet diverse consumer needs
• Interest-based e-commerce maintains its growth momentum in 2024

PROSPECTS AND OPPORTUNITIES

• Multifunctional, convenient, and fragranced products set to continue to gain traction
• Diversified consumer demand expected to drive the segmentation of surface care products due to targeted cleaning needs
• Shanghai Johnson maintains its lead in surface care due to a wide portfolio, and bundle sales

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Declining volume demand for bleach also leads to drop in value sales
• Competitive landscape remains stable, with fewer new brands entering, and a lack of product innovation
• The share of online purchases of bleach is increasing rapidly

PROSPECTS AND OPPORTUNITIES

• Bleach expected to maintain flat sales following two years of decline
• Multifunctional products may offer strong competition to bleach

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Hygiene awareness drives growth for toilet care
• Fragrance continues to be a main trend in toilet care
• Mr Muscle's wide offering and strong reputation maintains its lead in toilet care

PROSPECTS AND OPPORTUNITIES

• In-cistern devices likely to continue its strong growth momentum
• Slower growth for toilet liquids/foam, due to rising competition
• Further penetration likely for retail e-commerce in the forecast period

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued decline in demand for polishes in 2024
• Competitive landscape remains stable in polishes, with online brands leveraging interest-based e-commerce for further growth
• A further share increase for retail e-commerce in polishes

PROSPECTS AND OPPORTUNITIES

• Continued decline in demand expected for furniture polish and shoe polish
• Demand for floor polish set to remain flat in the forecast period

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady growth for air care, despite market pressures
• Tackling the "stinky car" phenomenon with car air fresheners
• Fragrance is a crucial factor for attracting consumers, with traditional Chinese scents increasingly popular

PROSPECTS AND OPPORTUNITIES

• Car air fresheners expected to continue to drive growth in air care
• Multifunctionality and affordability likely to be the future of air care products
• AI-powered creation of new air care products

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued decline for home insecticides in 2024
• Natural, safe and smart are the main development trends in electric insecticides
• Fragmented competitive landscape in home insecticides

PROSPECTS AND OPPORTUNITIES

• Weak demand expected for home insecticides during the forecast period
• Personal repellents may be a threat to growth for home insecticides
• Lack of product innovation within home insecticides in the forecast period

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029