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市場調查報告書

中國的服裝類的柔軟劑市場

Fabric Care - China - August 2014

出版商 Mintel China 商品編碼 312585
出版日期 內容資訊 英文 181 Pages
商品交期: 最快1-2個工作天內
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中國的服裝類的柔軟劑市場 Fabric Care - China - August 2014
出版日期: 2014年08月01日 內容資訊: 英文 181 Pages
簡介

本報告提供中國的衣物柔軟精市場相關調查,提供您市場現狀,趨勢及推動成長因素·阻礙要素,產業的主要企業與其優勢·機會領域,配合多功能柔軟劑的消費者需求,各洗滌目的·服飾類型·消費者市場區隔的專用柔軟劑,及柔軟劑格式·外包裝盒尺寸相關的市場趨勢等分析。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 多功能柔軟劑配合專精的消費者需求
  • 配合不同洗滌目的,服飾類型及消費者市場區隔的專用柔軟劑
  • 香氛,產品格式及包裝創新來提高產品利用經驗
  • 產品格式的變化及包裝尺寸的升級是有力的市場趨勢

第4章 趨勢應用

  • 回應男性選擇工作參與的增加而出現的男性用柔軟劑
  • 現代生活方式步調快,而追求更具效率性的洗滌
  • 藉由提供更個性化的新解決方案之產品

第5章 市場規模與預測

  • 要點
  • 市場
  • 柔軟劑市場顯示強力的成長
  • 為了增加每人的支出而有莫大的空間
  • 持續強力的成長
  • 預測手法
  • 推動成長要素、其他

第6章 市場區隔

  • 要點
  • 洗滌清潔劑主導目前的市場
  • 柔軟劑還沒成為家庭的必需品
  • 洗滌助劑顯示緩慢的成長

第7章 市場佔有率

  • 要點
  • 品牌的佔有率

第8章 創新的企業哪裡?

  • 要點
  • 洗衣精:誰是成功者
  • 洗滌清潔劑奔向「環保」趨勢
  • 植物性·藥草的宣傳標語增加
  • 與微生物·污染搏鬥的抗菌性質、其他

第9章 企業·品牌

  • Nice Group
  • Liby Group Co., Ltd.
  • Procter & Gamble Co.
  • Guangzhou Bluemoon Co., Ltd.
  • Reckitt Benckiser

第10章 消費者:在家由誰洗

  • 要點
  • 女性依然負有主要責任,但男性也積極地參與家族的洗滌工作

第11章 消費者:洗滌的頻率 - 各方法

  • 要點
  • 機器及手洗的洗滌方法在中國生根
  • 自然乾燥是主要的乾燥解決方案,但旋轉式烘乾機的利用頻率劇增
  • 熨斗使用率高闡明其他洗滌助劑的可能性

第12章 消費者:所利用的柔軟劑種類

  • 要點
  • 凝膠·液體超過粉狀清潔劑,肥皂除外
  • 液體柔軟劑的利用尚未普及
  • 洗滌助劑還有更進一步普及的空間、其他

第13章 消費者:洗滌時所面臨的問題

  • 要點
  • 強力的去污除斑產品需求尚未滿足
  • 容易刷洗·起泡少產品帶來便利性
  • 纖維的問題指出了配合顏色、皺折專用產品的機會、其他

第14章 消費者:洗滌清潔劑的主要購買要素

  • 要點
  • 洗滌效率·便利性最重要
  • 情感性優點影響產品的選擇
  • 多功能·專用產品雙方都要符合市場需求、其他

第15章 消費者:柔軟劑的主要購買要素

  • 要點
  • 柔軟劑提供的「心情舒暢」是消費者最期望的優點
  • 「軟」和「膨脹」對高齡的消費者,家族及上海居住者而言尤其重要

第16章 對消費者:柔軟劑的一般的態度

  • 要點
  • 「天然成分」,「多功能優點」,「出色的功能效能」及「良好的利用經驗」是優質化的機會、其他

第17章 消費者:柔軟劑的購買·使用習慣

  • 要點
  • 消費者洗衣時區分衣料,將特定衣服優先處理、其他

第18章 附錄:家庭中誰負責洗衣

第19章 附錄:洗滌的頻率 - 各方法

第20章 附錄:利用的柔軟劑種類

第21章 附錄:洗滌時面臨的問題

第22章 附錄:洗滌清潔劑的主要購買要素

第23章 附錄:柔軟劑的主要購買要素

第24章 對附錄:柔軟劑的一般態度

第25章 附錄:柔軟劑的購買·使用習慣

目錄

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"Over the past five years, the fabric care market has experienced robust growth, driven by consumers' higher personal hygiene standards, the increased proportion of earning spent on clothing, and a shift in laundry detergent product formats from powder to liquid as a result of premiumisation. In addition, the expansion of washing machine ownership and online retail channels will continue to support the growth momentum."

- Jade Liu, Senior Research Analyst


For laundry detergents, multi-functional laundry detergents and specialized laundry detergents tailored to different washing purposes, types of apparel and consumer segments will co-exist to fulfil consumers' sophisticated, yet dynamic needs.

For fabric conditioners and softeners, brands can leverage unique scent in the personal fragrances market via category blurring and incorporate aromatherapy functions to increase appeal.

For laundry aids, new product varieties addressing consumers' daily anti-wrinkle and fabric deodorizing needs can create additional usage occasions.

As competition intensifies, emotion-driven product innovations leveraging scent and packaging variety will satisfy consumers' experiential consumption mindset, while larger-pack sizes will help to increase brand stickiness and product consumption. In a digital era, brands need to integrate both online and offline channels and initiate more personalised marketing to win internet-savvy consumers.

Some questions answered in this report include:

  • What is the current state of the fabric care market in China and what are the trends, and drivers and barriers to growth
  • Which are the key companies in the industry and what are their strengths and areas of opportunity
  • How can multi-functional fabric care products address sophisticated consumer needs
  • How do specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments
  • How can fragrance, product format and packaging innovation improve product usage experience and garner consumers' attention
  • What are the dominating market trends in terms of fabric care product format and package size

Fabric Care-Trends

  • Men-specific fabric care products in response to men's growing involvement in laundry work
  • Making laundry more efficient under the fast pace of modern lifestyle
  • Making products relevant by offering more personalised solutions

Table of Contents

1 Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2 Executive Summary

  • The market
    • Figure 1: Total value sales of fabric care market, China, 2009-19
    • Figure 2: Breakdown of fabric care market segments, by value, China, 2014
  • Companies and brands
  • Market share
    • Figure 3: Leading companies' market share in China's fabric care market, by value, 2009-13
  • Who's innovating
  • The consumer
  • Who does laundry at home
    • Figure 4: Laundry responsibility at home, by demographics, April 2014
  • Frequency of doing the laundry by each method
    • Figure 5: Frequency of doing laundry by each method, April 2014
  • Types of fabric care products used
    • Figure 6: Types of fabric care products used in the last three months, April 2014
  • Problems encountered when doing the laundry
    • Figure 7: Problems encountered in the last three months, April 2014
  • Purchase consideration factors for laundry detergents
    • Figure 8: Purchase consideration factors for laundry detergents, April 2014
  • Purchase consideration factors for fabric conditioners and softeners
    • Figure 9: Purchase consideration factors for fabric conditioners and softeners, April 2014
  • General attitudes towards fabric care products
    • Figure 10: General attitudes towards fabric care products, April 2014
  • Purchasing and usage habits of fabric care products
    • Figure 11: Purchase and usage behaviours towards fabric care products, April 2014
  • Key trends
  • Multi-functional fabric care products address sophisticated consumer needs
  • Specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments
  • Improve product usage experience through fragrance, product format and packaging innovation
  • Product format shift and pack-size upgrade are dominant market trends
  • A shift from powder to liquid format
  • An upgrade in product size to above 3kg
  • What we think

3 Issues and Insights

  • Multi-functional fabric care products address sophisticated consumer needs
  • The facts
  • The implications
    • Figure 12: Examples of multi-functional fabric care products, China 2014
  • Specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments
  • The facts
  • The implications
    • Figure 13: Examples of specialised fabric care products from China and overseas markets-by washing purposes, 2013-14
    • Figure 14: Examples of specialised fabric care products from China and overseas markets-by types of apparel, 2013-14
    • Figure 15: Examples of specialised fabric care products from China and overseas markets-by consumer segment, 2013-14
  • Improve product usage experience through fragrance, product format and packaging innovation
  • The facts
  • The implications
    • Figure 16: Top 10 fabric care fragrances in the US, 2012-14
    • Figure 17: Examples of scent-driven fabric care product innovation from overseas markets, 2013-14
    • Figure 18: Examples of package and product format-driven fabric care products innovation from overseas markets, 2013-14
  • Product format shift and pack-size upgrade are dominant market trends
  • The facts
  • The implications
    • Figure 19: Top ten pack size new launches in fabric care, China 2011-13
    • Figure 20: Examples of large pack sized fabric care products innovation from China and overseas markets, 2013-14

4 Trend Application

  • Men-specific fabric care products in response to men's growing involvement in laundry work
  • Making laundry more efficient under the fast pace of modern lifestyle
  • Making products relevant by offering more personalised solutions

5 Market Size and Forecast

  • Key points
  • The market
  • Fabric care market demonstrates strong growth
    • Figure 21: Total value sales of fabric care market, China, 2009-14
  • There is plenty of space to increase per capita spending
    • Figure 22: Top fabric care product consumption nations and their annual per capita spending, 2012
  • Robust growth is set to continue
    • Figure 23: Total value sales of fabric care market, China, 2009-19
  • Forecast methodology
  • Growth drivers
  • The development of concentrated, environmentally friendly laundry detergents
  • Washing machine ownership continues to expand
  • Modern dressing style and unique laundry habits lift consumption
  • Premiumisation to hedge against fierce competition
  • Online retail channels enable bulk purchasing
  • Potential threats
  • Ultrasonic washing machines pose threat to fabric care product sales

6 Market Segmentation

  • Key points
    • Figure 24: Breakdown of fabric care market segments, by value, 2009-14
  • Laundry detergent dominates the market
    • Figure 25: Total value sales of laundry detergents market, China, 2009-19
  • Fabric conditioners and softeners yet to become household essentials
    • Figure 26: Total value sales of fabric conditioner and softener market, China, 2009-19
  • Laundry aids exhibit slower growth
    • Figure 27: Total value sales of the laundry aids market, China, 2009-19

7 Market Share

  • Key points
  • Brand share
    • Figure 28: Leading companies' market share in China's fabric care market, by value, 2009-13

8 Who's Innovating

  • Key points
  • Laundry detergents: Who is successful
  • Laundry detergents jump on the 'environmental friendly' bandwagon
    • Figure 29: Top claim on new laundry detergent product launch-ethical-environmental friendly, China, 2010-14
    • Figure 30: Examples of environmentally friendly laundry detergent products from China and overseas markets, 2012-14
  • Botanical and herbal claims on the rise
    • Figure 31: Top claim on new laundry detergent product launch - botanical/herbal, China, 2010-14
    • Figure 32: Examples of laundry detergent products enriched with botanical and herbal substances, China, 2014
  • Anti-bacterial properties fight against microorganisms and pollution
    • Figure 33: Top claim on new laundry detergent product launch - anti-bacterial, China, 2009-14
    • Figure 34: Examples of anti-bacterial laundry detergent products, China, 2014
  • Laundry detergents: What are the gaps and where is the future
  • 'Convenience' and 'efficiency' help consumers deal with top laundry difficulties
    • Figure 35: Top claims on new laundry detergent product launch - ease of use and time/speed, China, 2010-14
    • Figure 36: Top three problems encountered in the last three months when doing the laundry, April 2014
    • Figure 37: Examples of laundry detergent products that highlighting convenience and cleaning efficiency, China, 2014
  • 'Additive- and preservative-free' resonates with the desire for natural ingredients
    • Figure 38: Top claims in new laundry detergent product launches - no additives/preservatives, China, 2010-14
    • Figure 39: Examples additive- and preservative-free laundry detergent products from China and overseas markets, 2013-14
  • Fabric conditioners and softeners: Who is successful
  • Dermatologically tested fabric conditioners exert greater credibility in product safety
    • Figure 40: Top claim on new fabric conditioner and softener product launch - dermatologically tested, China, 2010-14
    • Figure 41: Examples dermatologically tested fabric conditioner and softener products from China and overseas markets, 2014
  • Fabric conditioners and softeners: What are the gaps and where is the future
  • Scent and aromatherapy deliver unique benefits by blurring with the beauty and personal care category
    • Figure 42: Top claim on new fabric conditioner and softener product launch - aromatherapy, 2010-14
    • Figure 43: Examples of dermatologically tested fabric conditioner and softener products from China and overseas markets, 2013-14
    • Figure 44: Examples of dermatologically tested fabric conditioner and softener products from China and overseas markets, 2014
  • Laundry aids: What are the gaps and where is the future
  • Improve usage experience with more product varieties
    • Figure 45: Examples of laundry aids products from China and overseas markets, 2014

9 Companies and Brands

  • Nice Group
  • Liby Group Co., Ltd.
  • Procter & Gamble Co.
  • Unilever Plc
  • Guangzhou Bluemoon Co., Ltd.
  • Reckitt Benckiser

10 The Consumer - Who Does Laundry at Home

  • Key point
  • Women still hold the main responsibility but men are also actively involved in family laundry
    • Figure 46: Laundry responsibility at home, by demographics, April 2014

11 The Consumer - Frequency of Doing the Laundry by Each Method

  • Key points
  • Machine and hand wash are ingrained laundry methods in China
    • Figure 47: Frequency of doing laundry by each method, April 2014
  • Air drying is a predominant drying solution while tumble dryers see a boost in usage frequency
  • High ironing rate unveils potential for laundry aids products
  • Women do more laundry by hand than men
    • Figure 48: Frequency of doing laundry by hand wash, by gender, April 2014
  • Higher rate of machine wash among the older and more affluent families
    • Figure 49: Frequency of doing laundry by machine wash, by demographics, April 2014
  • 30-year-olds and affluent families more likely to seek professional laundry services
    • Figure 50: Frequency of visiting a laundromat, by demographics, April 2014
  • Tumble dryer usage frequency varies by demography and region
    • Figure 51: Frequency of using tumble dryer, by demographics, April 2014
  • Older females, affluent families and high educational holders do ironing on more frequent basis
    • Figure 52: Frequency of ironing, by demographics, April 2014

12 The Consumer - Types of Fabric Care Products Used

  • Key points
  • Gel and liquid overtake powdered laundry detergents and soap bars by popularity
    • Figure 53: Types of fabric care products used in the last three months, April 2014
  • Usage of liquid fabric conditioners yet to expand
  • Laundry aids have the space to widen penetration
  • Different consumer preferences in fabric care
    • Figure 54: Usage of powder detergent and bar soap in the past three months, by demographics, April 2014
  • Fabric conditioner and softener liquids appeal more to high earners and 30-49-year-olds
    • Figure 55: Most popular types of fabric care products used in the last three months-fabric conditioners and softeners, by demographics, April 2014
  • Laundry aids appeal to the older, richer, and more educated ones living in tier one cities
    • Figure 56: Types of fabric care products used in the last three months--others, by demographics, April 2014

13 The Consumer - Problems Encountered When Doing the Laundry

  • Key points
  • Demand for powerful stain treatment is not well met
    • Figure 57: Problems encountered in the last three months, April 2014
  • Easy rinsing and low foaming products brings convenience
  • Fabric problems mark opportunities for specialized colour and wrinkle care products

14 The Consumer - Purchase Consideration Factors for Laundry Detergents

  • Key points
  • Cleaning efficacy and convenience are most important
    • Figure 58: Purchase consideration factors for laundry detergents, April 2014
  • Emotional benefits impact product selection
  • Multi-functional and specialized products both coincide with market demand
  • Cleaning power and convenient usage are more important to older consumers
    • Figure 59: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
  • Older consumers and more affluent families show preference towards anti-bacterial properties
    • Figure 60: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
  • 'Pleasant scent' and 'multi-benefits' pander to the needs of young
    • Figure 61: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
  • Males are more environmentally conscious and sensitive to body odour

15 The Consumer - Purchase Consideration Factors for Fabric Conditioners and Softeners

  • Key points
  • Fabric conditioner and softeners offering 'good feeling' are the most desired benefit
    • Figure 62: Purchase consideration factors for fabric conditioners and softeners, April 2014
  • 'Softness' and 'puffiness' are more important to older consumers, families and Shanghai residents
    • Figure 63: purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014

16 The Consumer - General Attitudes towards Fabric Care Products

  • Key points
  • Premiumisation opportunities lie in 'natural ingredients', 'multi-functional benefits', 'superior functional performance' and 'good usage experience'
    • Figure 64: General attitudes towards fabric care products, April 2014
  • Specialized laundry detergent products have a place in the market
    • Figure 65: General attitudes towards fabric care products, April 2014
  • Different preferences by gender
    • Figure 66: Selected attitudinal statements about fabric care products (% any agree), by demographics, April 2014

17 The Consumer - Purchasing and Usage Habits of Fabric Care Products

  • Key points
  • Consumers sort out different apparel and pre-treat certain clothes when doing the laundry
    • Figure 67: Purchase and usage behaviours of fabric care products, April 2014
  • Larger packs a packaging trend while special offers promote bulk purchase
  • Tumble dryers have the potential to become a future essential household appliance

18 Appendix - Who Does Laundry at Home

  • Figure 68: Laundry responsibility at home, April 2014
  • Figure 69: Laundry responsibility at home, by demographics, April 2014
  • Figure 70: Frequency of doing laundry by each method, by laundry responsibility at home, April 2014
  • Figure 71: Types of fabric care products used in the last three months, by laundry responsibility at home, April 2014
  • Figure 72: Purchase consideration factors for laundry detergents, by laundry responsibility at home, April 2014
  • Figure 73: Purchase consideration factors for fabric conditioners and softeners, by laundry responsibility at home, April 2014
  • Figure 74: General attitudes towards fabric care products, by laundry responsibility at home, April 2014
  • Figure 75: Purchase and usage behaviours towards fabric care products, by laundry responsibility at home, April 2014

19 Appendix - Frequency of Doing Laundry by Each Method

Figure 76: Frequency of doing laundry by each method, April 2014 Figure 77: Frequency of doing laundry by hand wash, by demographics, April 2014 Figure 78: Frequency of doing laundry by hand wash, by demographics, April 2014 (continued) Figure 79: Frequency of doing laundry by machine wash, by demographics, April 2014 Figure 80: Frequency of doing laundry by machine wash, by demographics, April 2014 (continued) Figure 81: Frequency of doing laundry by go to a laundromat, by demographics, April 2014 Figure 82: Frequency of doing laundry by go to a laundromat, by demographics, April 2014 (continued) Figure 83: Frequency of doing laundry by tumble dryer, by demographics, April 2014 Figure 84: Frequency of doing laundry by tumble dryer, by demographics, April 2014 (continued) Figure 85: Frequency of doing laundry by air dry clothes, by demographics, April 2014 Figure 86: Frequency of doing laundry by air dry clothes, by demographics, April 2014 (continued) Figure 87: Frequency of doing laundry by ironing, by demographics, April 2014 Figure 88: Frequency of doing laundry by ironing, by demographics, April 2014 (continued)

20 Appendix - Types of Fabric Care Products Used

  • Figure 89: Types of fabric care products used in the last three months, April 2014
  • Figure 90: Types of fabric care products used in the last three months, by demographics, April 2014
  • Figure 91: Types of fabric care products used in the last three months, by demographics, April 2014 (continued)
  • Figure 92: Types of fabric care products used in the last three months, by demographics, April 2014 (continued)
  • Figure 93: Purchase and usage behaviours towards fabric care products, by most popular types of fabric care products used in the last three months, April 2014
  • Figure 94: Purchase and usage behaviours towards fabric care products, by next most popular types of fabric care products used in the last three months, April 2014
  • Figure 95: Purchase and usage behaviours towards fabric care products, by other types of fabric care products used in the last three months, April 2014

21 Appendix - Problems Encountered When Doing the Laundry

  • Figure 96: Problems encountered in the last three months, April 2014
  • Figure 97: Problems encountered in the last three months - During laundry process, by demographics, April 2014
  • Figure 98: Problems encountered in the last three months - Fabric problems, by demographics, April 2014
  • Figure 99: Other popular problems encountered in the last three months - Fabric problems, by demographics, April 2014

22 Appendix - Purchase Consideration Factors for Laundry Detergents

  • Figure 100: Purchase consideration factors for laundry detergents, April 2014
  • Figure 101: Purchase consideration factors for laundry detergents, by demographics, April 2014
  • Figure 102: Purchase consideration factors for laundry detergents, by demographics, April 2014 (continued)
  • Figure 103: Purchase consideration factors for laundry detergents, by demographics, April 2014 (continued)

23 Appendix - Purchase Consideration Factors for Fabric Conditioners and Softeners

Figure 104: Purchase consideration factors for fabric conditioners and softeners, April 2014 Figure 105: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014 Figure 106: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014 (continued) Figure 107: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014 (continued)

24 Appendix - General Attitudes towards Fabric Care Products

Figure 108: General attitudes towards fabric care products, April 2014 Figure 109: General attitudes towards fabric care products, by demographics, April 2014 Figure 110: General attitudes towards fabric care products, by demographics, April 2014 (continued) Figure 111: General attitudes towards fabric care products, by demographics, April 2014 (continued)

25 Appendix - Purchasing and Usage Habits of Fabric Care Products

Figure 112: Purchase and usage behaviours towards fabric care products, April 2014 Figure 113: Purchase and usage behaviours towards fabric care products, by demographics, April 2014 Figure 114: Purchase and usage behaviours towards fabric care products, by demographics, April 2014 (continued) Figure 115: Purchase and usage behaviours towards fabric care products, by demographics, April 2014 (continued)

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