2021 Home cleaning care market characteristics and consumption trends insight

The innovation of the concept of household cleaning has driven the diversified development of cleaning products, and the new categories of household cleaning that help "exquisite laziness" are emerging

With the acceleration of urbanization and the miniaturization of family structure, more and more post-90s and post-95s have become the main force of household cleaning, and the new concept of family cleaning is also being reformed

According to Dyson's first insight report on the cleaning needs of new middle class families in China released in 2020 - "China's new middle class Family" cleaning Concept "Report" (hereinafter referred to as "cleaning concept") found the trend change of leading new middle class in family cleaning

Every side, all sides: the daily cleaning of the home is a 3D battle. Whether it is the ground, the height, or the surface of the furniture, cleaning is to cover all aspects

Every inch, every micron level of refinement: home is no longer just a simple living space. Cooking, fitness, entertainment, visitors, with the increasing richness of home life, there are higher requirements for a healthy home environment

Able to lie down rather than stand up, able to rely on technology: the structure of the new middle-class family is young and diverse. "Using science and technology to reduce the burden of life" has gradually become a trend

Pursuit of time cleaning freedom: the cleaning schedule is more flexible, and tends to use daily fragmented time to complete the cleaning work

Clothing cleaner/care agent: The category is more diversified, and the specialized sub-track is favored

From January to September 2021, Ali platform clothing care sales data show that conventional laundry detergent still occupies a large market share

High demand for delicate and lazy emerging categories: laundry condensation beads, clothing softener, clothing bactericide, fragrance beads, dry cleaning agents and other emerging categories are accompanied by the upgrade of consumer products, gradually open the market, sales are larger, faster growth

The subcategories of specific scenes and effects continue to expand and grow rapidly: underwear laundry detergent (Ali new expansion classification), bleach, special material laundry detergent, color absorption tablets, collar net and other subcategories are growing fast

Home environment cleaner: The trend of functional differentiation is very obvious, and consumers are willing to choose cleaning products with different functions for different scenarios to create a good family environment

At present, Ali platform has a total of 25 three-level categories under the category of household environmental cleaners, and the three-level categories are constantly increasing. From 15 categories in 2020 to 25 categories in 2021 through category expansion or category adjustment, the new categories include special cleaning products for fruits and vegetables, antibacterial spray, toilet cleaning gel, household appliance cleaning agent, washing machine slot bubbling tablets and other subdivided cleaning products for different scenarios

The diversified market and the rise of new categories attract more new brands to enter the online market, and the competition is more fierce

Different from the high industry concentration of the overall household cleaning industry, the online market to Ali platform of clothing care and household environment cleaners as an example, due to the category segmentation, the rise of new categories, the market competition is more fierce, especially the category of many household environment cleaners market

3. Upgrading trend of household cleaning and care products in China

Changes in the consumer market will continue to promote the innovation and upgrading of household cleaning products

China's current trend of deepening urbanization, family miniaturization, health, safety and environmental awareness will continue to promote the continuous upgrading of household cleaning products in the long run

From the point of view of consumer demand, for household cleaning products can be summarized as "in the premise of safety and health, convenient and quick to complete the household cleaning work, and can get a sense of accomplishment and pleasure from cleaning", which is also the goal of upgrading household cleaning products

Function upgrade: In the post-epidemic era, sterilization has become the new normal of healthism life, and health and safety needs have become the most important needs for current family and personal cleaning

The epidemic has raised people's health awareness to an unprecedented high, disinfection and bacterialization are deeply rooted in the hearts of the people, more than 80% of consumers said that they pay more attention to cleaning and hygiene at home after the epidemic, and the most concerned are home disinfection and air purification

Bacteriostasis has become one of the core functions of clothing cleaning and household cleaning products

In the post-epidemic era, consumers' demand for health and safety continues to increase, and laundry detergents with anti-bacterial and anti-mite effects to meet safety and health are sought after by the market.