Current situation of China's household cleaning and care industry, products towards the direction of green, efficient and sustainable development

Overview of the household cleaning and nursing industry

Home cleaning care mainly includes kitchen cleaner series, tableware fruit and vegetable cleaning series, bathroom cleaning series, disinfectant series and the whole house cleaning five series.

Second, China's home cleaning care industry market status analysis

From the perspective of the market size of the home cleaning care industry in the major regions of the world, the European market size is $8.6 billion, the North American market size is $6.2 billion, the market size of the Asia-Pacific region (except China) is $5 billion, the Chinese market size is $1.3 billion, and the other regions are $4 billion.

The total retail sales value of China's home cleaning and care industry increased from RMB90 billion in 2015 to RMB110.8 billion in 2019, with a compound annual growth rate of 5.3%, which is faster than the global home cleaning and care industry's 2.5% compound annual growth rate in the same period. It is expected that by 2024, the market size of China's household cleaning and care industry will reach 167.7 billion yuan.

From the perspective of market structure, the retail sales value of China's clothing cleaning care products, personal cleaning care products and home cleaning care products in 2019 was 678, 9.5 and 33.5 billion yuan, respectively. They accounted for 61.2%, 8.6% and 30.2% of the total.

In terms of product prices, the top three retail prices of household cleaning and care products are Q toilet treasure, oil Buster foam type and housekeeping toilet treasure, which are 92.5, 53 and 52.5 yuan per 500 grams, respectively.

In terms of laundry detergent market, according to statistics, from 2015 to 2019, the retail sales value of laundry detergent grew rapidly at a compound annual growth rate of 13.1%, reaching 27.2 billion yuan in 2019, and the penetration rate increased from 32% to 44%, while the retail sales value of laundry detergent decreased at a compound annual growth rate of 0.6% during the period. It is expected that the total retail sales value of laundry detergent will grow at a compound annual growth rate of 13.6% from 2019 to reach 51.5 billion yuan by 2024, and the penetration rate will reach 58.6%.

In terms of hand sanitizer market, according to statistics, China's hand sanitizer market increased from 1.8 billion yuan in 2015 to 2.7 billion yuan in 2019, with a compound annual growth rate of 11.0%, and the penetration rate increased from 20.9% in 2015 to 28.7% in 2019. It is expected that by 2024, China's hand sanitizer market will reach 8.4 billion yuan. The penetration rate will reach 55.8%.

In 2019, the penetration rate of hand sanitizer in China (i.e. the percentage of the total retail sales value of hand sanitizer to the total retail sales value of personal cleaning and care products) was 28.7%, which is much lower than other major economies such as Japan (42.2%) and the United States (54.8%), indicating that hand sanitizer has the potential to further replace soap in China.

According to statistics, in the distribution of retail channels in the household cleaning and care industry in 2019, online channels accounted for 52.17%, hypermarkets or supermarkets accounted for 13.27%, chain stores accounted for 7.31%, non-chain grocery stores accounted for 4.42%, and other channels accounted for 22.83%.

Third, China's home cleaning care industry competition pattern analysis

According to statistics, in 2019, according to the retail sales value, the five largest laundry detergent companies in China Laundry detergent Division accounted for a total of 81.4% of the entire market share, and the retail sales value of Blue Moon laundry detergent was 6.6 billion yuan, accounting for 24.4% of the overall market share of China laundry detergent Division. Blue Moon's market share in the Chinese laundry detergent market has ranked first for 11 consecutive years (2009-2019).

According to statistics, in terms of retail sales value in 2019, the five largest companies in China's hand sanitizer market accounted for 68.2% of the total market share, and the retail sales value of Blue Moon hand sanitizer was 474 million yuan, accounting for 17.4% of the total hand sanitizer market. Blue Moon ranked first in the market share of the Chinese hand sanitizer market for eight consecutive years (2012 to 2019).

Fourth, China's home cleaning care industry development trend analysis

1. Sustainability

At present, global warming is the biggest challenge for the future consumer economy, among which plastic pollution, especially microplastic pollution, makes the home care and personal care industry market face a major crisis, it is said that each wash will release 700,000 microfibers into the environment. The so-called microplastics refer to plastic microparticles with a particle size of less than 5 mm that enter the environment. Today, many governments are aware of the problem of microplastics and have implemented various governance measures, including banning the use of home care and personal care products containing microplastics and encouraging the reduction of plastic packaging in products.

2, open and transparent, natural and safe

As consumers see more disclosure of ingredients in food, beauty and personal care categories, they expect the same from home brands. Transparency will go beyond regulation to become an opportunity to increase consumer engagement and loyalty.

3. Green and efficient

The fear of chemicals and harmful bacteria has influenced consumers' choice of home care products, especially parents. Affected by chemical fear, consumers hope to find efficient and safe ingredients that can replace chemicals, and probiotics, bioenzymes and other ingredients have gradually become safe substitutes for chemical substances due to their green and high efficiency, and are favored by consumers.