Market size, market segments and competition pattern of China's daily chemical industry in 2021

1, daily chemical industry chain analysis: the industrial chain is relatively single

The upstream of the daily chemical industry chain is mainly the supply of raw materials, the midstream is mainly the production of daily chemical products and other links, and the downstream is mainly the sales channel.

At present, the upstream raw materials of the daily chemical industry mainly include surfactants, alkyl benzene, fatty alcohols, 4A zeolite and other chemicals. The representative enterprises are divided into domestic enterprises and overseas enterprises, among which the representative enterprises of domestic chemical materials are Zanyu Technology, Lishen Group, etc., and the foreign enterprises are mainly multinational enterprises such as BASF and Wilmar Oil.

The middle reaches of the daily chemical industry are mainly the production links of daily chemical, and the representative enterprises in the field of cosmetics are L 'Oreal Paris, Estee Lauder, Shanghai Jahwa and so on. Washing products and household cleaning products to Libai Jietuan, NAS Group and multinational daily chemical giant Procter & Gamble, Unilever and other companies as the main enterprises. The field of oral cleaning includes China's local enterprises Hololai Chemical, Yunnan Baiyao, etc., and also includes international giant Colgate-Oule -B and other overseas enterprises.

The downstream of the daily chemical industry is mainly a sales channel, which is divided into online and offline two parts. At present, the offline channels of China's daily chemical industry mainly include Walmart, RT-Mart and other large commercial supermarkets. The online e-commerce platforms mainly include Tmall, Taobao, Jingdong and so on. In recent years, with the development of science and technology, live delivery with goods springing up, daily chemical industry online live delivery with goods has become a new trend, the main online delivery platforms include Tiktok, Kuaishou and so on.

2, China's daily chemical industry market is becoming more and more perfect

Because the daily chemical industry is closely related to people's lives, China attaches great importance to the development of product quality in the daily chemical industry, and has introduced a number of regulations on the sampling of daily chemical products. In June 2020, The State Council issued the "Regulations on the Supervision and Administration of Cosmetics" to improve the classification management system of cosmetics and cosmetics raw materials, increase the punishment of counterfeit producers and sellers in the daily cosmetics industry, and provide a better business environment for the entire industry. The Regulations on the Supervision and Administration of Cosmetics will come into effect on January 1, 2021.

In addition to the daily chemical products themselves have introduced policies such as improving quality norms, while a series of environmental protection policies have been introduced for daily chemicals. The main policies on the daily chemical industry at the national level are summarized as follows:

3, the market size of China's daily chemical industry accounts for an increasing proportion of the world

From the perspective of global data, the scale of the global daily chemical market has been increasing year by year from 2015 to 2019. In 2020, due to the decline in consumer confidence caused by the new coronavirus epidemic, people have reduced the purchase of high-end daily chemical products, so the scale of the global daily chemical market has declined for the first time. The global daily chemical industry market size in 2020 will be 652.968 billion US dollars, down 0.82% from 2019.

From the perspective of China's daily chemical market, the market size of China's daily chemical industry from 2015 to 2020 shows an increasing trend year by year. In 2020, under the impact of the new coronavirus epidemic, the market size of China's daily chemical industry still maintained a growth rate of 5.83%, becoming one of the few positive growth markets in the global daily chemical market. In 2020, the scale of China's daily chemical market reached 90.675 billion US dollars, an increase of 5.83% compared with 2019.

With the growth of China's economy and the improvement of people's living standards, people in the purchase of daily chemical products began to gradually develop in the direction of pursuing quality from the point of view of "can be used", so the market size of China's daily chemical industry is getting larger and larger, accounting for the proportion of the global daily chemical industry market is also getting higher and higher. In 2020, China's daily chemical industry will account for 13.89% of the global daily chemical industry market size, an increase of 3.86 percentage points from 2015.

4, high-end daily chemical products to Europe and the United States as the main products

China's high-end daily chemical products brands are mainly European and American brands, among which L 'Oreal's Lancome ranks first with 7.4% market share; The Estee Lauder brand came in second with 6.8% of the market. Dior came in third with a 4.3 percent market share.

5, Volkswagen daily chemical products in Europe and the United States, South Korea and China's local brands three pillars

China's mass daily chemical market is dominated by European and American brands, local brands and Korean brands. In 2019, L 'Oreal Paris, China's mass daily chemical product brand, ranked first with a market share of 5.3%; Domestic brand Baiquing ranked second with a market share of 4.0%. Olay ranked third with a 3.3% market share.

6, personal care products are the main daily chemical products in China

In 2020, China's daily chemical industry will focus on personal care products. In 2020, China's personal care products will achieve sales revenue of 73.763 billion US dollars, accounting for 81.35% of the total scale of China's daily chemical industry; Household daily chemical products achieved sales revenue of 16.912 billion US dollars, accounting for 18.65% of the total scale of China's daily chemical industry.

7, personal care products market products with multinational brands as the main products

Personal care products mainly include cosmetics, skin care products and oral care products and other daily chemical products for personal use. At present, the top two in China's personal care products market are L 'Oreal Paris and Lancome, respectively, accounting for 3.1% and 2.4% of China's personal care products market, China's local brands Baiquing and Natang ranked third and sixth in China's personal care products market, respectively, accounting for 2.3% and 1.8% of China's personal care products market.

From the perspective of China's TOP10 personal care product brands in 2019, L 'Oreal, Procter & Gamble, Estee Lauder and other international brands are basically the main brands, and only Baiquing and Natang in China are on the list. It can be seen that China's daily chemical brand in the field of personal care products there is still a large space for development.

8. The market size of personal care products - cosmetics is growing

With the continuous development of China's economy and the continuous improvement of residents' income level, under the development of big-name cosmetics companies in Europe, the United States, Japan and South Korea on the Chinese market, the cosmetics consumption concept of domestic consumers has gradually increased, and the scale of the domestic cosmetics market has expanded rapidly. According to Euromonitor, the size of China's cosmetics market reached 321.859 billion yuan in 2019, an increase of 16.87% compared with 2018.

In 2020, as the public's awareness of cosmetics is no longer strange, the willingness and ability of Chinese young people to consume cosmetics is gradually enhanced, and cosmetics have gradually become a necessity in People's Daily life. According to the scale of China's cosmetics in 2020 measured by Euromonitor, the scale of China's cosmetics market will continue to expand in 2020, and the market size will reach about 343 billion yuan.

9, Personal care - skin care is the most important cosmetic products in our country

In China's cosmetics industry structure in 2019, skin care accounted for a larger share of 75.94%; Followed by makeup products, accounting for 17.15% of total sales, ranked second; Sunscreen care and perfume accounted for 3.86% and 3.06% of the total sales of China's cosmetics industry, respectively.

10, Personal care products - oral care products market share increased year by year

From 2010 to 2019, the market size of China's oral products industry has increased year by year. In 2019, the market size of China's oral products industry was 46.224 billion yuan, an increase of 10.40% compared with 2018. In 2020, due to the epidemic, people's consumer confidence in oral care products will decline, but because oral care products are basically necessities of life, the growth rate of oral care products will decline but will still be in a state of growth. According to the data predicted by Euromonitor, the market size of China's oral products industry will be about 49.1 billion yuan in 2020.

11, Personal care - toothpaste is the most important oral care products in China

In 2019, toothpaste was the largest oral product in China, accounting for 61.88% of the total sales of China's oral product industry. Mouthwash/tooth rinse and tooth whitening agent accounted for 1.45% and 0.19% of the total sales of China's oral products industry, respectively.

12, China's local brands basically occupy the top three of China's ten big family daily chemical product brands

In the field of household chemical products, China's local brands have a high market share. According to Euromonitor data show that in 2020, the top three domestic daily chemical products market in China are all local products, respectively, Guangzhou Libai's Libai, Nais's Diao brand and Guangzhou Blue Moon's Blue Moon, the market share of 13.7%, 9.6% and 6.6%.

Secret, Tide and other international brands were squeezed into the fourth and fifth places by China's local products, which shows that China's local products have a good development prospect in the field of domestic daily chemical products in China.

13. The market size of home care products - washing products continues to increase, but it will decrease slightly in 2020

From 2010 to 2019, the market size of China's washing products industry showed an increasing trend year by year. In 2020, due to the new coronavirus epidemic, consumers began to choose more hygienic laundry methods at home. As a result, the use of washing products in laundry shops with the largest demand for washing products in previous years declined, so the market size of washing products in 2020 declined compared with previous years. In 2020, the market size of China's washing products industry is 71.172 billion yuan, down 0.30% compared with 2019.

14, home care - washing powder is still the most important washing supplies in China

According to the data provided by Euromonitor, the highest sales volume of washing products in China in 2020 is laundry powder, accounting for 32.96% of the total sales in the country; Secondly, automatic detergent accounted for 29.58% of the national detergent industry sales; Standard detergents accounted for 26.64% of the sales of China's detergent industry, ranking third.