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Laundry Care Dominates Sales in a Low-Growth Environment
Home care in China saw retail value growth of 1% in 2025, with retail volume sales also seeing a rising trend. However, while large categories such as laundry care, surface care, and dishwashing saw positive performances, polishes, toilet care and bleach saw value declines due to substitution or loss of interest. The health and wellness trend is reshaping product development and marketing strategies, with a focus on natural surfactants, food-grade additives, and biodegradable components. Brands are leveraging digital marketing strategies and e-commerce platforms to attract customers and drive growth. Moving forward, a retail current value CAGR of 2% is expected to 2030, driven by increasing demand for products that deliver emotional value and self-care experiences. Laundry care is anticipated to remain the largest category, with consumers seeking premium features and benefits. The median disposable income per household in China is projected to increase, supporting consumer spending on premium home care products.
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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
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Chart 1 Key Industry Trends for Home Care
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Chart 2 Lycocelle Achieved over 100% Yoy Growth in 2025 Thanks to Its Mood-Boosting Scented Liquid Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Chart 3 From Tissue to Dishwashing: Botare’S Safety-First Leap
Effortless Living Drives Innovation in Cleaning Efficiency
Chart 4 Ariel No-Rub Laundry Powder Revived Interest in the Declining Powder Segment
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Value Sales of Home Care by Category 2025
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Chart 8 Analyst Insight for Laundry Care
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in China
KEY DATA INSIGHTS
Air Care Products Have an Evolving Role in Consumers' Homes
Chart 21 Key Industry Trends for Air Care
Air Care Products Have an Evolving Role in Consumers' Homes
Chart 22 Air Funk Strengthens Health & Wellness Positioning Amid Rising Concerns over In-Car Air Quality
Health Concerns Drive Demand for Hygiene-Focused Products
Chart 23 Bitter Melon Fragrance Gains Traction as Niche Mood-Enhancing Home Scent
Mood-Boosting Ingredients Fuel Growth in Air Care
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Meituan and Taobao to Drive Growth through Rapid Delivery, and Consumers Look for Self-Care
Chart 27 Analyst Insight for Air Care
Liquid Air Fresheners to Remain the Largest Category and See the Strongest Growth
Ai-Powered Fragrance Creation Expected to Shape Air Care
Chart 28 Forecast Value Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Shanghai Johnson Ltd Maintains Its Lead Despite Share Decline
Chart 30 Netease "Wenjian" Accelerates Private Label Disruption with Affordable Perfume-Style Air Care
Private Label and Dtc Brands Are Driving Innovation and Growth
Chart 31 Company Shares of Air Care 2025
Chart 32 Brand Shares of Air Care 2025
Offline Retail Remains Dominant, with Supermarkets Particularly Significant
Retail E-Commerce Accelerates Growth with Instant Delivery
Chart 33 Retail Channels of Air Care 2020-2025
Chart 34 Economic Context of Air Care
Chart 35 Real GDP Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context of Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in China
KEY DATA INSIGHTS
Sales Decline as Consumers Look for Safer, More Convenient Cleaning Solutions
Chart 41 Key Industry Trends for Bleach
Sales Decline as Consumers Look for Safer, More Convenient Cleaning Solutions
Clorox Drives Multifunctionality Trend with Hybrid Cleaning Product
Chart 42 Clorox Launched Cleaner + Bleach Multi-Purpose Cleaners, a Hybrid Product Integrating Daily Cleaning
Chart 43 Value Sales of Bleach 2020-2030
Chart 44 Volume Sales of Bleach 2020-2030
Consumers Will Continue to Seek Multifunctional and More Convenient Products
Surface Care Products Pose Strong Competition to Bleach
B2b Could Offer Growth Opportunities
Chart 45 Forecast Value Sales of Bleach 2020-2030
Liby and Whitecat Lead with an Established Brand Image, but Fragmentation Remains High
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Offline Retail Maintains Dominance, with Supermarkets and Hypermarkets Popular for Purchases
Retail E-Commerce Gains Traction with Content-Driven Platforms
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in China
KEY DATA INSIGHTS
Automatic Dishwashing Sees a Stronger Increase as Incomes Rise, but Hand Dishwashing Maintains Its Dominance
Chart 56 Key Industry Trends for Dishwashing
Automatic Dishwashing Sees a Stronger Increase as Incomes Rise, but Hand Dishwashing Maintains Its Dominance
Health and Wellness Drives Innovation in Formulations
Niche Needs Fuel Premiumisation and Product Diversification
Chart 57 Axe Launches Upgraded Hand Dishwashing in 2025
Nourishing Formulations Drive Premiumisation in Hand Dishwashing
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Automatic Dishwashing Expected to See Higher Growth as Dishwasher Penetration Rises
Chart 61 Analyst Insight for Dishwashing
Innovations in Grease Removal and Convenience Will Be Valued by Chinese Consumers
Consumers Expected to Drive Demand for Safe and Effective Formulations
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Liby and Finish Maintain Leading Positions in Their Respective Categories through Diverse Strategies
Opportunities for Brands through Offering Safe yet Powerful Products
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Offline Retail Remains Dominant, with Grocery Retailers Especially Popular
Retail E-Commerce Sees a Rising Share of Sales
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in China
KEY DATA INSIGHTS
Safer Alternatives Drive Sales in a Sluggish Market
Chart 74 Key Industry Trends for Home Insecticides
Safer Alternatives Drive Sales in a Sluggish Market
Electric Insecticides Dominates Due to Convenience and Safety
Chart 75 Premise Launches New Spray/Aerosol Insecticides, Emphasizing Safety for Humans and Pets
Health and Wellness Trend Shapes Product Innovation
Chart 76 Value Sales of Home Insecticides 2020-2030
Chart 77 Volume Sales of Home Insecticides 2020-2030
Chart 78 Value Sales of Home Insecticides by Category 2025
Safer and More Convenient Solutions Anticipated to Drive Sales
Electric Insecticides to Maintain Dominance with Safety and Convenience
Threats and Opportunities for Home Insecticides
Chart 79 Forecast Value Sales of Home Insecticides 2020-2030
Chart 80 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Brands Maintain Strength through Offering Safety and Innovation
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Offline Retail Remains the Primary Sales Channel, with Supermarkets Leading
Content-Driven E-Commerce Drives Growth in Sales via Retail E-Commerce
Chart 83 Retail Channels for Home Insecticides 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Laundry Care in China
KEY DATA INSIGHTS
Consumers Seek Efficacy and Emotional Value
Chart 91 Key Industry Trends for Laundry Care
Consumers Seek Efficacy and Emotional Value
Product Formats Evolve to Meet Consumers' Needs
Chart 92 Tide Reignites Liquid Detergents with High-Efficacy Laundry Serum after Tablets Decline
Mood-Boosting Ingredients Drive Premiumisation and Growth
Chart 93 Lycocelle Achieved over 100% Yoy Growth in 2025 Thanks to Its Mood-Boosting Scented Liquid Detergent
No-Rub Powder Limits Decline for Powder Detergents Due to Its Quick Wash Nature
Chart 94 Ariel No-Rub Laundry Powder Revived Interest in the Declining Powder Segment
Chart 95 Value Sales of Laundry Care 2020-2030
Chart 96 Volume Sales of Laundry Care 2020-2030
Chart 97 Value Sales of Laundry Care by Category 2025
Consumers Expected to Drive Premiumisation with Rising Disposable Incomes
Chart 98 Analyst Insight for Laundry Care
Liquid Detergents Will Continue to Dominate, but Laundry Aids Will Be Dynamic
Precision Care to Drive Growth for Specialised Laundry Care Formats
Chart 99 Forecast Value Sales of Laundry Care 2020-2030
Chart 100 Forecast Value Sales of Laundry Care by Category 2025-2030
Guangzhou Liby Leads through Diversification and Retail Strategies
Emerging Brand Lycocelle Capitalises on Premiumisation and Digital Marketing
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Offline Channels Remain Dominant Despite Growth in Online Sales
Retail E-Commerce Gains Traction with Instant Delivery
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in China
KEY DATA INSIGHTS
Ditaitai Drives Effortless Lifestyle with Product-Service Bundles
Chart 111 Key Industry Trends for Polishes
Ditaitai Drives Effortless Lifestyle with Product-Service Bundles
Chart 112 Ditaitai Captures "Effortless Lifestyle" Trend with Product-Service Bundles
Shoe Polish Leads Sales Despite Overall Decline
Chart 113 Volume Sales of Polishes 2020-2030
Chart 114 Value Sales of Polishes by Category 2025
Convenience and Product-Service Bundles Will Aim to Make Consumers' Lives Easier
Shoe Polish Set to Lose Its Leading Position as Floor Polish Returns to Growth
Health and Wellness and Safety Anticipated to Have an Impact
Chart 115 Forecast Value Sales of Polishes 2020-2030
Chart 116 Forecast Value Sales of Polishes by Category 2025-2030
Leading Brand Maintains Its Lead through Omnichannel Strategies
Chart 117 Company Shares of Polishes 2025
Chart 118 Brand Shares of Polishes 2025
Retail Offline Dominates, but Strong Growth Seen for Retail E-Commerce
Chart 119 Retail Channels for Polishes 2020-2025
Chart 120 Economic Context for Polishes
Chart 121 Real GDP Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Polishes
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Surface Care in China
KEY DATA INSIGHTS
Surface Care Sees Modest Growth in 2025
Chart 127 Key Industry Trends for Surface Care
Surface Care Sees Modest Growth in 2025
Segmentation Drives Premiumisation in Surface Care
Chart 128 Dettol Launched a Home Care Disinfectants Specifically Designed for Pet Households
Effortless Living Trend Fuels Demand for Convenient and Multifunctional Products
Health and Wellness Drives Surface Care Innovation
Chart 129 Lvsan Collaborates with Jd.Com to Launch a New Kitchen Cleaner Aligning with Health and Green Trend
Chart 130 Value Sales of Surface Care 2020-2030
Chart 131 Volume Sales of Surface Care 2020-2030
Chart 132 Value Sales of Surface Care by Category 2025
Shifting Consumer Preferences Expected to Drive Innovation and Growth
Multi-Purpose Cleaners Will Emerge as the Key Growth Driver
Business Strategies Could Turn to B2b, While Players Will Seek to Offer Efficiency and Smart Home Integration
Chart 133 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Brands Maintain Dominance through Innovation
Chart 134 Company Shares of Surface Care 2025
Chart 135 Brand Shares of Surface Care 2025
Retail E-Commerce Dominates Surface Care Sales in China
Chart 136 Retail Channels for Surface Care 2020-2025
Chart 137 Economic Context for Surface Care
Chart 138 Real GDP Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Surface Care
Chart 141 Population 2020-2030
Chart 142 Consumer Expenditure 2020-2030
Chart 143 Population by Generation 2025
Toilet Care in China
KEY DATA INSIGHTS
Demand for Daily Maintenance Drives a Better Growth Rate for In-Cistern Devices
Chart 144 Key Industry Trends for Toilet Care
Demand for Daily Maintenance Drives a Better Growth Rate for In-Cistern Devices
Fragrance Becomes Increasingly Important in Toilet Care to Enhance the Cleaning Experience
Convenience and Demand for Effortless Living Drive Product Innovation
Chart 145 Onefull Introduced Toilet Care Powder Featuring Convenient Application and Flexible Packaging
Chart 146 Value Sales of Toilet Care 2020-2030
Chart 147 Volume Sales of Toilet Care 2020-2030
Chart 148 Value Sales of Toilet Care by Category 2025
Growing Demand for Safe, Effortless Toilet Care Solutions
Chart 149 Analyst Insight for Toilet Care
In-Cistern Devices Expected to Lead Growth with Convenience and Efficiency
Fragrances and Low-Effort Solutions Will Shape Future Product Development
Chart 150 Forecast Value Sales of Toilet Care 2020-2030
Chart 151 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Distribution
Chart 152 Company Shares of Toilet Care 2025
Chart 153 Brand Shares of Toilet Care 2025
Offline Retail Remains Dominant, with Supermarkets the Leading Distribution Channel
E-Commerce Platforms Drive Sales with Convenience and Promotions
Chart 154 Retail Channels for Toilet Care 2020-2025
Chart 155 Economic Context for Toilet Care
Chart 156 Real GDP Growth 2020-2030
Chart 157 Inflation 2020-2030
Chart 158 Consumer Context for Toilet Care
Chart 159 Population 2020-2030
Chart 160 Consumer Expenditure 2020-2030
Chart 161 Population by Generation 2025
COUNTRY REPORTS DISCLAIMER
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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