COMPETITIVE LANDSCAPE
Leading Brands Maintain Dominance through Innovation
Surface care in China is not notably concentrated, with only one player holding a double-digit share of retail value sales in 2025. Shanghai Johnson Ltd led with a 16% share, followed by Whealthfields Lohmann (Guangzhou) Co Ltd with 6%, Reckitt Benckiser China with 4%, Cheerwin Group Co Ltd with 3%, and Shanghai Hutchison Whitecat Co Ltd with 2%.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in China?
- Which are the leading brands in Surface Care in China?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in China - Category analysis
KEY DATA INSIGHTS
Surface Care Sees Modest Growth in 2025
Surface Care Sees Modest Growth in 2025
Segmentation Drives Premiumisation in Surface Care
Effortless Living Trend Fuels Demand for Convenient and Multifunctional Products
Health and Wellness Drives Surface Care Innovation
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
Leading Brands Maintain Dominance through Innovation
Retail E-Commerce Dominates Surface Care Sales in China
Home Care in China - Industry Overview
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Effortless Living Drives Innovation in Cleaning Efficiency
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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