Home cleaning care industry development status analysis

First, household cleaning care classification

Home cleaning care products include clothing cleaning care products, personal cleaning care products and home cleaning care products. Laundry cleaning and care products can be divided into two categories according to product functions, namely laundry detergent products and laundry AIDS. Laundry detergent products are cleaners suitable for washing clothes, usually in the form of laundry detergent, laundry powder and laundry soap. Laundry AIDS are laundry products that facilitate the cleaning process, including fabric softeners, fabric conditioners, and fabric brighteners. Personal cleaning care products can be divided into soap and hand sanitizer according to the form of products. Household cleaning care products can be divided into three main types according to their application, namely general household care, kitchen cleaning care and toilet cleaning care products.

Second, the market size of China's home cleaning care industry

China's household cleaning care industry growth rate exceeds the world average, the future is still expected to maintain faster than the global average growth rate. According to the data, the market size of China's household cleaning care industry increased from 90 billion yuan in 2015 to 110.8 billion yuan in 2019, with a compound annual growth rate of 5.3%, higher than the 2.5% compound annual growth rate of the global household cleaning care industry in the same period. In 2020, the COVID-19 epidemic has enhanced people's health awareness, and the improvement of residents' purchasing power and the pursuit of quality have promoted consumers' demand for high-end cleaning and care products and convenient cleaning solutions. It is expected that the market size of China's household cleaning and care industry will reach 141.7 billion yuan in 2022.

In 2015, the market size of China's household cleaning care industry was 90 billion yuan, and the global market share was 10.6%. By 2019, the market size of the domestic household cleaning care industry reached 110.8 billion yuan, and the global market share reached 11.8%, an increase of 1.2% compared with 2015 in 2019. China's household cleaning care industry in the global market share gradually increased, and in addition to China, the Asia-Pacific household cleaning care industry market share is also increasing, but North America and Europe economically developed regions, the market share is gradually declining. This is mainly due to the fact that the Asia-Pacific region is one of the fastest growing regions in the world and has great growth potential. But Europe and North America are old economic powerhouses, and the market is gradually becoming saturated. Therefore, the Asia-Pacific region will become the main growth point of the global household cleaning care industry in the future.

From 2015 to 2019, the per capita expenditure of household cleaning and care products in China increased from 9.9 US dollars to 12.0 US dollars, far lower than major economies such as the United States and Japan. In 2019, per capita spending on household cleaning care products in the United States was $77.8, and per capita spending on household cleaning care products in Japan was $57.2. Although China's home cleaning care market is developing rapidly, the overall growth rate is higher than the global average growth, but China's per capita spending on home cleaning care products is still at a low level compared to other developed countries. It can be seen that the per capita expenditure of household cleaning and care products in China still has a large room for improvement.

Third, China's home cleaning care industry sales channel analysis

Benefiting from the rapid formation of domestic online shopping consumption habits in recent years, from 2015 to 2019, the market size of China's household cleaning and care products online channel increased from 16.9 billion yuan to 25.3 billion yuan, with a compound annual growth rate of 10.6%, and the proportion also increased from 18.8% to 22.8%, which is the fastest growing sales channel. In 2019, the sales of online, hypermarkets and supermarkets, chain stores, non-chain grocery stores and other channels accounted for 22.8%, 52.2%, 13.3% and 7.3%, respectively, from the volume point of view, offline stores are still the largest sales channel of Jia Qing products.

At present, China's household cleaning and care products are still hypermarkets and supermarkets, chain stores and grocery stores and other offline channels as the main sales channels, which are mainly hypermarkets and supermarkets. In 2019, the cumulative sales of household cleaning and care products through offline channels amounted to 85.5 billion yuan, of which the sales of household cleaning and care products in hypermarkets and supermarkets amounted to 57.8 billion yuan.

In recent years, benefiting from the development of China's e-commerce platform, the online retail channel has become the fastest growing sales channel in China's home cleaning and care industry, and the online retail scale will increase from 16.9 billion yuan in 2015 to 25.3 billion yuan in 2019. The proportion of online retail channels increased from 18.8% to 22.8%, and it is expected that the market share of online channels will further increase in the future.