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市場調查報告書

中國家庭的掃除

Cleaning the House - China - March 2015

出版商 Mintel China 商品編碼 335219
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國家庭的掃除 Cleaning the House - China - March 2015
出版日期: 2015年03月31日 內容資訊: 英文
簡介

每天在家用餐的消費者減少之下,洗碗盤和擦拭都能使用的多用途清潔劑的機會增加。還有由於消費者生活環境現代化,空調和咖啡機等需要購入的家電也增加了。

本報告提供中國的家庭掃除相關調查分析、市場概要、市場趨勢、消費者趨勢等考察。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 家務代理服務為新的促進成長要素
  • 品牌應讓年輕成人階層容易掃除
  • 對家務掃除相關的想法依地區差別很大
  • 清潔度中香味的重要度

第4章 趨勢

第5章 市場趨勢

  • 要點
  • 小規模家庭
  • 高齡化
  • 生活水準的提高

第6章 市場區隔的重要性

  • 廚房的掃除用品領導市場
  • 發售更多打掃硬質表面的新產品

第7章 消費者:廚房的利用

  • 要點
  • 受訪者有1/4每天不做菜
  • 男性,年輕人在家中烹調的機會很少
  • 南部的消費者常在家中烹調
  • 有孩子的家庭和高齡家庭在家常烹調
  • 在家開伙的頻率大幅影響家庭掃除

第8章 消費者:擁有家電

第9章 消費者:家庭掃除責任

第10章 消費者:各種掃除的頻率

第11章 消費者:最討厭的掃除

第12章 消費者:所謂掃除

第13章 消費者:對家庭掃除的想法

目錄

"Providing not just effective household cleaning products but also professional cleaning services could help brands to stand out of the crowed and form consumers' cleaning habits and brand stickiness .

There is an increasing number of consumers who no longer cook at home every day, suggesting an opportunity for multipurpose cleaners covering the function of dishwashing and kitchen hard surface cleaning. Owning to consumers' modernised living environment, more people own a wider variety of home appliances which need to be cleaned (such as air conditioners and coffee machines) or help to increase cleaning efficiency (such as dishwashers or robotic cleaners).

Overall, household chores responsibilities are more likely to be done by females and old consumers, while Mintel sees a fairer gender balance among young generations."

- Ivy Jiang , Research Analyst

This report discusses the following key topics:

  • What are the trends in lifestyle that would affect people's cleaning habits?
  • How does modernised living environment impact the ownership of home appliances?
  • What are the household cleaning patterns in different regions in China ?
  • Is there an opportunity for professional household cleaning services ?
  • How does consumers' age affect household cleaning?
  • What are Chinese consumers' attitudes towards household cleaning nowadays?

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • Market drivers
  • The consumer
  • Less home cooking changes demand for kitchen cleaning products
    • Figure 1: Frequency of cooking from scratch, December 2014
  • Ownership of household appliances reflects the modernised lifestyle today
    • Figure 2: Ownership of household appliances, December 2014
  • Most adults report doing most of the cleaning
    • Figure 3: Main person responsible for household cleaning, December 2014
  • Floor cleaning is done most often
    • Figure 4: Frequency of doing different cleaning tasks, December 2014
  • The most disliked cleaning task is range hood cleaning
    • Figure 5: Most disliked cleaning tasks, December 2014
  • From no bad smell to having a pleasant home scent
    • Figure 6: Importance of different standards of cleanliness, December 2014
  • Keeping the home clean is now a symbol of a healthy lifestyle
    • Figure 7: Consumer behaviour of and attitudes towards household cleaning, December 2014
  • Key issues
  • Household services will be the new growth engine
  • Brands need to help young adults to make household cleaning easier
  • A profound regional difference in how people think about and do household cleaning
  • Scent has become an essential part of cleanliness
  • What we think

3. Issues and Insights

  • Household services will be the new growth engine
  • The facts
  • The implications
  • Brands need to help young adults to make household cleaning easier
  • The facts
  • The implications
  • A profound regional difference in how people think about and do household cleaning
  • The facts
  • The implications
  • Scent has become an essential part of cleanliness
  • The facts
  • The implications
    • Figure 8: New launches in household hard surface cleaning and care products in China, by fragrance component, 2014
    • Figure 9: Examples of mood household care product in the US and Indonesia, 2005 and 2008

4. Trend Application

  • Home appliances are becoming "smart" to improve cleaning efficiency
  • Let household cleaning lighten your mood
  • Challenge the gender bias of household chore responsibility
    • Figure 10: Example of male-focused product in the US, 2014

5. Market Drivers

  • Key points
  • Smaller households
    • Figure 11: Number of households and average household size in China, 2010-13
    • Figure 12: Floor space of commercialised buildings sold in China, 2010-13
  • An ageing population
    • Figure 13: Age composition of population in China, 2010-13
  • Improved living standard
    • Figure 14: Proportion of urban population at year-end in China, 2010-13
    • Figure 15: China per capita annual cash consumption expenditure for urban household on household facilities and articles, 2010-13

6. Segment Importance

  • Products for kitchen cleaning lead the market
    • Figure 16: Retail value sales of household cleaners and dishwashing products in China, 2011-14
  • There are more hard surface new products being launched

7. The Consumer - Kitchen Usage

  • Key points
  • About a quarter of respondents do not cook every day
    • Figure 17: Frequency of cooking from scratch, December 2014
  • Males and young consumers cook less at home
    • Figure 18: Frequency of cooking from scratch, by gender and age, December 2014
    • Figure 19: Example of multipurpose cleaner in China and India, 2012-12 and 2013
  • Southern consumers cook at home more frequently
    • Figure 20: Frequency of cooking from scratch, by region, December 2014
  • Households with children or elderly cook more at home
    • Figure 21: Frequency of cooking from scratch, by children in household, age of children and live with elderly, December 2014
    • Figure 22: Examples of customised baby bottle washing detergent products, China, 2013 and 2015
  • Home cooking frequency has a big impact on household cleaning
    • Figure 23: Doing different cleaning tasks more than once a week, by frequency of cooking, December 2014

8. The Consumer - Ownership of Household Appliances

  • Key points
  • A modernising lifestyle
    • Figure 24: Ownership of household appliances, December 2014
  • Consumers' lifestage influence the ownership of home appliances
    • Figure 25: Ownership of household appliances, by age, children in household, age of children and live with elderly, December 2014
  • Home appliances ownership is various among different regions
    • Figure 26: Ownership of household appliances, by city tier and region, December 2014
  • Work environment influences consumers' lifestyle
    • Figure 27: Ownership of household appliances, by type of organisation, December 2014

9. The Consumer - Household Cleaning Responsibility

  • Key points
  • Majority of respondents claim to take charge of household cleaning
    • Figure 28: Main person responsible for household cleaning, December 2014
  • Women still take the lead but there is a fairer gender balance among younger generations
    • Figure 29: Main person responsible for household cleaning, by gender and age, December 2014
  • High earners do more household cleaning
    • Figure 30: Main person responsible for household cleaning, by age and monthly personal income, December 2014
  • Households with children and elderly may seek help for cleaning
    • Figure 31: Household cleaning responsibility, by children in household, age of children and live with elderly, December 2014

10. The Consumer - Frequency of Doing Different Cleaning Tasks

  • Key points
  • Frequent floor cleaning brings opportunities for new product innovation
    • Figure 32: Frequency of doing different cleaning tasks, December 2014
    • Figure 33: Floor cleaning wipes launched in China, 2009 and 2014
  • Consumers in their forties do the cleaning more frequently
    • Figure 34: Doing selected different cleaning tasks more than once a week, by gender and age, December 2014
  • Overall, Northerners claim to clean their home more often
    • Figure 35: Frequency of doing selected different cleaning tasks, by region, December 2014

11. The Consumer - Most Disliked Cleaning Tasks

  • Key points
  • Cleaning the range hood is the most disliked task
    • Figure 36: Most disliked cleaning tasks, December 2014
    • Figure 37: Examples of range hood cleaners from domestic market, 2014
  • Differences by gender and age
    • Figure 38: Most disliked cleaning tasks, by gender and age, December 2014
    • Figure 39: Examples of toilet cleaners claiming ease of use from domestic market, 2011- 14
  • Regional differences
    • Figure 40: Most disliked cleaning tasks, by region, December 2014
  • The sense of pride can be involved in range hood/stove cleaner advertising
    • Figure 41: Most disliked cleaning tasks, by agreement with the statement "Keeping my house clean gives me a sense of pride", December 2014
  • Polishing is a good starting point for professional services
    • Figure 42: Most disliked cleaning tasks, by agreement with the statement "I am willing to pay for professional household cleaning services", December 2014
  • Opportunities for more disposable cleaning products to handle stove cleaning
    • Figure 43: Most disliked cleaning tasks, by agreement with the statement "I prefer using disposable cleaning products", December 2014
  • Consumers who dislike cleaning range hoods and polishing tend to buy imported products
    • Figure 44: Most disliked cleaning tasks, by agreement with the statement "I have purchased imported household cleaning products in the last six months", December 2014

12. The Consumer - What it Means to be Clean

  • Key points
  • From no bad smell to having a pleasant home scent
    • Figure 45: Importance of different standards of cleanliness, December 2014
  • Women set high standards of cleanliness
    • Figure 46: Importance of different standards of cleanliness, by gender, December 2014
  • Income doesn't have a significant impact on people's definition of cleanliness
    • Figure 47: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by monthly personal income, December 2014
  • People from North of China attach more importance to smells
    • Figure 48: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by region, December 2014
  • Families with elderly people have a higher standard on household cleanliness
    • Figure 49: Importance of different standards of cleanliness, by household live with elderly, December 2014
  • Disposable and imported cleaning product users tend to have high standards of cleanliness
    • Figure 50: Importance of different standards of cleanliness, by agreement on statements related to household cleaning, December 2014

13. The Consumer - Attitudes towards Household Cleaning

  • Key points
  • Keeping the home clean is now a symbol of a healthy lifestyle
    • Figure 51: Consumer attitudes towards lifestyle-related statements of household cleaning, December 2014
  • More females think it is their responsibility to keep the home clean than males
    • Figure 52: Consumer attitudes towards lifestyle-related statements of household cleaning, by gender, December 2014
  • Germ cleaning is becoming an essential for household cleaning
    • Figure 53: Selected consumer behaviour and attitudinal statements on household cleaning, December 2014
  • Tier two and three consumers are less tolerant with untidy areas
    • Figure 54: Selected consumer behaviour statements on household cleaning, by city tier, December 2014
  • Emerging trends of buying imported products, using professional services and new product formats
    • Figure 55: Consumer attitude towards product-related statements of household cleaning, December 2014
  • West region is less engaged in home cleaning
    • Figure 56: Agreement with statements related to household cleaning, by region, December 2014
  • Households with children and elderly people are more sensitive to germs
    • Figure 57: Agreement with statements related to household cleaning, by house with children and elderly, December 2014
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