Market scale, competition pattern and development prospect of China's personal cleaning care industry

1, China's personal cleaning care industry development status analysis: the epidemic will be deeply rooted in the people's hearts, the demand for personal cleaning care products increased

In 2020, the COVID-19 pandemic swept the world. The epidemic has raised people's health awareness to an unprecedented high, and disinfection is deeply rooted in people's hearts. According to the survey, more than 80% of consumers said that after the epidemic, they pay more attention to home cleaning and hygiene, and the most concerned are home, personal disinfection and air purification.

Among them, in terms of personal cleaning, people pay more attention to sterilization and safety protection; In terms of products, hand sanitizer, disinfectant, antibacterial laundry detergent, clothing antibacterial agent is the main.

The emergence of global health events will promote the awareness of personal health and hygiene of every consumer, and also promote the demand for personal cleaning and care products. From 2015 to 2019, the market size of China's personal cleaning and care products increased from 8.6 billion yuan to 9.5 billion yuan, with a compound annual growth rate of 2.5%. According to Frostsha's data, the size of China's personal cleaning care market will be about 10.4 billion yuan in 2020.

Statistics on the market size of China's personal cleaning care industry from 2015 to 2020

2. Product competition pattern of China's personal cleaning care industry: the market share of hand sanitizer in 2019 was only 28.7%

According to Forstersha's data, personal cleaning products mainly consist of hand sanitizers and soaps. Among them, soap's market share reached 71.3% in 2019, while hand sanitizer reached 28.7%. However, with the advent of the post-pandemic era, the demand for hand sanitizer will further expand.

Analysis of product competition pattern in China's personal cleaning care industry in 2019

3. Market size of China's personal cleaning and care industry: The epidemic has driven a sharp increase in demand for hand sanitizer, and online sales have increased by 272%

According to Frostsha's data, the size of China's hand sanitizer market has maintained a constant growth rate from 2015 to 2019, rising from 2.5 billion yuan in 2015 to 2.7 billion yuan in 2019, and the market size has changed little. But due to the impact of COVID-19, the figure rose to 3.4 billion yuan in 2020.

In terms of soap, soap has a long history and has taken root in the Chinese market for a long time, and has a high penetration rate, resulting in the demand for soap has been far more than hand soap. In 2015, the market size of China's soap was 6.1 billion yuan, and then it has risen to 7 billion yuan in 2020.

Market size statistics of hand sanitizer and soap industry in China from 2015 to 2020

With the online channel gradually becoming the main sales channel of hand sanitizer products, the hand sanitizer category ushered in explosive growth in 2020, with sales of more than 2 billion yuan on Ali platform, with a year-on-year growth rate of 272%.

Sales statistics and growth of hand sanitizer online (Ali platform) in China from 2018 to 2020

4, China's personal cleaning care industry development prospects forecast: hand sanitizer market prospects

According to Frostsha's data, China's personal cleaning care market is expected to grow at a compound annual growth rate of 9.8% from 2019 to 18.3 billion yuan in 2026. In terms of hand sanitizer, the scale of China's hand sanitizer market will rise to 13.2 billion yuan in 2026 with a compound annual growth rate of 25.3% since 2019; In 2024, the market size will surpass soap and become the leading product for personal cleaning care.