2021 Home cleaning care market characteristics and consumption trends insight

Overview of home cleaning care market in China

In the post-epidemic era, the household cleaning care market has ushered in new development opportunities and challenges under the combined effect of China's demographic transformation and consumption upgrading

Acceleration of urbanization

According to the data of Qipu, China's urbanization rate will reach 63.9% in 2020 from 50% in 2010, with an average annual growth rate of 1.4%, and it is in a stage of rapid urbanization development

According to the 14th Five-Year Plan, China's urbanization rate will reach 65% by 2025

Family structure is miniaturized

China's family structure shows the characteristics of continuous miniaturization, one-person households accounted for nearly 20%, two-person households accounted for nearly 30%, small family consumption for convenient consumption demand is higher, for the miniaturization of household goods, higher degree of refinement

Consumption upgrading continues

Consumption upgrading is a slow but continuous process. In 2020, China's per capita GDP is 10,500 US dollars, and according to the central bank's forecast, China's per capita GDP will reach 22,000 US dollars in 2025, which is close to entering the medium developed countries. Therefore, with the development of our economy, consumption upgrading is an inevitable event

The performance of consumption upgrading is that people pay more attention to quality consumption, health consumption and service consumption

Under the dual impact of consumption upgrading and the post-epidemic era, Chinese consumers pay more and more attention to health and hygiene, household cleanliness has become a key area of concern, and the importance of quality and brand has increased

Market space: China's home cleaning care market has a large scale, steady growth, and great potential in the future

More than 100 billion, the growth rate is steady

In China, after years of development, the overall growth rate of the industry has slowed down, but with the support of a huge population base and rigid demand, the industry is large and the growth is still stable

According to Euromonitor data show that the domestic household cleaning care (referred to as home cleaning) market size in 2020 is 118 billion yuan, the compound annual growth rate dropped from 7.5% in 2011 to 2015 to 3.1% in 2015 to 2020, in 2020, the demand for elimination products broke out to hedge some of the negative impact of the epidemic. Home Qing industry with an increase of 2.5%, higher than the social zero growth rate

Long-term market growth potential

Domestic per capita spending on household cleaning and care products is still 4-6 times higher than that of the United States and Japan, mainly because domestic consumption is still dominated by basic products, and the popularity of upgrades and derivatives with high added value is not high; In the future, with the acceleration of urbanization, driven by consumption upgrading and new consumer groups, the domestic home clearance market still has a large room for growth

Subdivided categories: based on basic cleaners, of which laundry detergent accounts for more than 90% in clothing care, much higher than the proportion of developed countries

Clothing care accounts for more than 60%

In 2020, China's household cleaning care market will mainly focus on clothing care, accounting for more than 60%; From the perspective of the structure of sub-categories, the Chinese market accounts for a relatively high proportion of basic clothing care and tableware cleaning; Hard surface care (including toilet cleaning products) has a faster growth rate of 13%, which is the fastest growing segment in 2020, and the gap with the global proportion is narrowing

The proportion of laundry detergent in China is much higher than that in Europe, America and Japan

China's clothing care market is dominated by basic detergents

In fact, whether it is the Chinese market or the European, American and Japanese markets, laundry detergent is the main part of clothing care, of which China accounted for the highest 94%, the European, American and Japanese market accounted for an average of about 60%; China's share is much higher than the European, American and Japanese markets

2. China's home cleaning care online market

Comprehensive e-commerce platform: complete categories, high sales, from high growth to steady growth; Category growth shows differentiation

Ali platform Jia Qing market category is complete, large scale, after experiencing a high growth rate in previous years (growth rate of more than 30%), it has entered a more stable growth, from January to September 2021, the year-on-year growth rate is about 11%, mainly disinfection products in 2020 after the outbreak of normal

In the first three quarters of 2021, the market size of clothing care and home environment cleaners is large, and the growth rate of aromatherapy and indoor deodorization/fragrance products is fast

Data description: Compared with the commodity promotion data of the sales volume of various categories in January and August 2021, some data have been desensitized, and the flying melon data.