Home care in 2024: The big picture
Despite facing economic challenges such as inflation, the slide of the real estate market, and declining consumer confidence, home care in China demonstrated resilience in 2024, seeing low retail current value growth. This stability underscores the essential nature of home care products, and their significant role in consumers’ daily life.
2024 key trends
Interest-based e-commerce platforms such as Douyin and Rednote (Xiaohongshu) have become instrumental in driving sales, particularly within categories such as surface care and dishwashing. These platforms effectively integrate short video marketing, live-streaming, and influencer collaboration to demonstrate product efficacy and encourage impulsive purchasing behaviours.
Competitive landscape
Well-known brands such as Liby, Diao, and Blue Moon maintained their leading positions in home care in China in 2024 by introducing new products, such as more specific laundry care products, including hand wash detergents and fine fabric detergents, as well as detergent tablets. Meanwhile, multinational companies such as Procter & Gamble and Unilever struggled with the increased competition and changing consumer preferences, which leaned towards more budget-friendly choices.
Retailing developments
Key distribution trends in 2024 included a significant increase in interest-based e-commerce platforms, alongside the growing prominence of private label products. Douyin’s capacity to foster immersive consumer experiences contributed to double-digit retail current value growth for detergent tablets, for instance.
What next for home care?
During the forecast period 2024-2029, home care in China is projected to experience a low positive CAGR in retail current value terms, indicating gradual yet consistent growth. Key categories such as fine fabric detergents, hand wash detergents, and impregnated wet wipes are expected to see leading growth rates, driven by consumer demand for affordability and multifunctionality.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in China?
- Which are the leading brands in Home Care in China?
- How are products distributed in Home Care in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in China
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in China
KEY DATA FINDINGS
Steady growth for air care, despite market pressures
Tackling the “stinky car” phenomenon with car air fresheners
Fragrance is a crucial factor for attracting consumers, with traditional Chinese scents increasingly popular
Car air fresheners expected to continue to drive growth in air care
Multifunctionality and affordability likely to be the future of air care products
AI-powered creation of new air care products
Bleach in China
KEY DATA FINDINGS
Declining volume demand for bleach also leads to drop in value sales
Competitive landscape remains stable, with fewer new brands entering, and a lack of product innovation
The share of online purchases of bleach is increasing rapidly
Bleach expected to maintain flat sales following two years of decline
Multifunctional products may offer strong competition to bleach
Dishwashing in China
KEY DATA FINDINGS
Slow growth for hand dishwashing, while automatic dishwashing powders sustains stronger momentum
Liby continues to dominate hand dishwashing with its wide product portfolio
Strong brand reputation of Finish maintains its lead in automatic dishwashing
Further penetration of dishwashers likely to drive growth for automatic dishwashing
Rising awareness of hygiene and safety will ensure the popularity of products with natural ingredients
Targeting segmented consumer groups
Home Insecticides in China
KEY DATA FINDINGS
Continued decline for home insecticides in 2024
Natural, safe and smart are the main development trends in electric insecticides
Fragmented competitive landscape in home insecticides
Weak demand expected for home insecticides during the forecast period
Personal repellents may be a threat to growth for home insecticides
Lack of product innovation within home insecticides in the forecast period
Laundry Care in China
KEY DATA FINDINGS
Premiumisation slows amidst economic pressures
Rise of niche and specialised laundry care products
Explosive growth of social commerce, with the spotlight on Douyin
The high-stakes competition in detergent tablets
The rise of innovative retail partnerships and private label products
The interplay between home laundry appliances and laundry care products
Polishes in China
KEY DATA FINDINGS
Continued decline in demand for polishes in 2024
Competitive landscape remains stable in polishes, with online brands leveraging interest-based e-commerce for further growth
A further share increase for retail e-commerce in polishes
Continued decline in demand expected for furniture polish and shoe polish
Demand for floor polish set to remain flat in the forecast period
Surface Care in China
KEY DATA FINDINGS
Surface care rebounds to growth in 2024, following decline in 2023
In addition to cleaning efficacy, added-value functions meet diverse consumer needs
Interest-based e-commerce maintains its growth momentum in 2024
Multifunctional, convenient, and fragranced products set to continue to gain traction
Diversified consumer demand expected to drive the segmentation of surface care products due to targeted cleaning needs
Shanghai Johnson maintains its lead in surface care due to a wide portfolio, and bundle sales
Toilet Care in China
KEY DATA FINDINGS
Hygiene awareness drives growth for toilet care
Fragrance continues to be a main trend in toilet care
Mr Muscle’s wide offering and strong reputation maintains its lead in toilet care
In-cistern devices likely to continue its strong growth momentum
Slower growth for toilet liquids/foam, due to rising competition
Further penetration likely for retail e-commerce in the forecast period
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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