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Household hard surface cleaning and care products china - december 2013

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With the population and economy growing, use of household cleaning products is also expected to expand. To take advantage of this, both domestic and foreign manufacturers are racing to build plants in China to establish their strategic footholds


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  • 1. Household Hard Surface Cleaning and Care Products - China - December 2013 With the population and economy growing, use of household cleaning products is also expected to expand. To take advantage of this, both domestic and foreign manufacturers are racing to build plants in China to establish their strategic footholds report Short Desc introduction definition report Structure methodology abbreviations executive Summary the Market figure 1: China – Total Market For Household Hard Surface Cleaning And Care Products, By Value, 2008-18 companies And Brands figure 2: China Top Five Household Hard Surface Cleaning And Care Companies, By Market Share, 2012 the Consumer person Responsible For Household Cleaning And The Floor Types At Home frequency Of Cleaning Product Usage places Of Purchase And Factors Considered Important When Buying household Cleaning And Product Usage Behaviour household Cleaning And Product Usage Attitudinal Statements key Trends attitudinal Differences Across Consumer Segments cultivating Product Usage Among Consumers ‘friendly’ Usp To Raise Products’ Competitive Advantage tapping Into Convenience While Ensuring Effectiveness what We Think the Market Household Hard Surface Cleaning and Care Products - China - December 2013
  • 2. key Points market Size figure 3: China’s Household Hard Surface Cleaning And Care Market Value Sales, 2008-13 figure 4: Comparison Of Total Retail Sales And Per Capita Spending On Household Hard Surface Cleaning And Care Products Amongst Selected Countries, 2010-11 market Segmentation figure 5: Value Sales, Annual Growth And Cagr Of Household Hard Surface Cleaning And Care Products In China, By Segment, 2008-13 figure 6: New Household Hard Surface Cleaning And Care Products Launched, % Share By Sub-category, 2010-june 2013 forecast figure 7: China – Total Market For Household Hard Surface Cleaning And Care Products, By Value, 2008-18 figure 8: China Kitchen Cleaner Market Value Forecast, 2008-18 figure 9: China Hard Surface Cleaners Market Value Forecast, 2008-18 figure 10: China Bleach/disinfectants Market Value Forecast, 2008-18 figure 11: China Washroom Cleaners Market Value Forecast, 2008-18 figure 12: China Furniture Cleaner Market Value Forecast, 2008-18 figure 13: China Other Clean & Polishers Market Value Forecast, 2008-18 underlying Drivers And Barriers market Drivers increasing Average Personal Disposal Income And The Emerging Middle Class increasing Number Of Households And House Ownership the Emergence Of New Living Concepts In China growth In Furniture And Electrical Appliances Ownership In China figure 14: China Per Capita Annual Cash Consumption Expenditure For Urban Households On Household Facilities And Articles (rmb), 1990-2011 figure 15: Monthly Expenditure On Household And Electrical Items, March 2013 growing Hygiene Awareness Amongst Chinese figure 16: Proportion Of New Product Launches In Household Hard Surface Cleaning Products Making Antibacterial Claims, 2010-june 2013 market Barriers pressure On Household Budgets Puts Focus On Value habitual Usage Of Laundry Detergent As Multipurpose Detergent In Rural Areas companies And Brands Household Hard Surface Cleaning and Care Products - China - December 2013
  • 3. key Points leading Companies’ Market Shares figure 17: China Household Hard Surface Cleaning And Care Companies, By Market Share, 2010-12 companies sc Johnson & Son Inc. (http://www.scjohnson.com.cn/) figure 18: Recently Launched Products By Mr Muscle, 2010-june 2013 guangzhou Blue Moon Co. Ltd. (http://www.bluemoon.com.cn/) figure 19: Recently Launched Products By Mr Muscle, 2010-june 2013 reckitt Benckiser Group Plc. beijing Lvsan Chemistry Co. Ltd. (http://www.lvsan.com/) figure 20: Recently Launched Products By Lvsan, 2010-2013 (june) the Consumer – Person Responsible In Household For Cleaning And The Floor Types At Home key Points younger Women Are Less Tied To Traditional Gender Roles In Cleaning figure 21: Person Responsible For Cleaning, September 2013 figure 22: Person Responsible For Cleaning, By Gender And Age Group, September 2013 marble/ceramic Tiles And Solid Hardwood Floors Are The Most Popular Floor Types figure 23: Types Of Flooring At Home, September 2013 the Consumer – Frequency Of Cleaning Product Usage key Points kitchens And Toilets/bathrooms The Top Two Places Receiving Frequent Cleaning figure 24: Frequency Of Product Usage, September 2013 one Fifth Of Households Are Currently Non-users figure 25: Number Of Different Types Of Cleaning Product Used, September 2013 the Consumer – Places Of Purchase And Factors Considered Important During Purchase key Points hypermarkets And Supermarkets Dominate Sales figure 26: Places Cleaning Products Purchased, September 2013 cleaning Power And ‘safe For Babies/toddlers’ Claims Are Key Purchase Factors Among Household Hard Surface Cleaning and Care Products - China - December 2013
  • 4. Consumers figure 27: Factors Considered Important When Purchasing Household Cleaning Products, September 2013 figure 28: Top Ten Claims For Household Hard Surface Cleaning And Care Products In China, 2010-june 2013 figure 29: Factors Considered Important When Purchasing Household Cleaning Products, By Monthly Personal Income, September 2013 versatility Of Products Has To Be Demonstrated the Consumer – Household Cleaning And Product Usage Behaviour key Points figure 30: Attitudes Towards Product Usage And Cleaning, September 2013 high Income Earners Or Married People Are Highly Attached To Clean And Tidy Homes low Earners And Singles More Inclined To Have A Burst Of Cleaning Activities demand For Convenient And Specialised Cleaning Products the Consumer – Attitudes Towards Household Cleaning And Product Usage key Points figure 31: Attitudes Towards Cleaning Products, September 2013 three Quarters Would Rather Pay A Bit More For Well-known Brand product Innovation To Meet Evolving Consumer Needs eight In Ten Demand More Information On Product Functionality move To Larger Packs For Economy Reasons key Issue – Attitudinal Differences Across Consumer Segments key Points attitudes And Expectations Towards Home Cleanliness And Product Usage figure 32: Target Groups For Household Hard Surface Cleaning And Care Products, September 2013 the Conventional Cleaners conventional Cleaners Have High Expectations Of Home Cleanliness paying High Attention To Extra Benefits Apart From Cleaning Power brand Is Important the Value-conscious too Busy To Have High Demand For Home Cleanliness product Quality And Value Are More Important Than Brand Household Hard Surface Cleaning and Care Products - China - December 2013
  • 5. the Amateurs inexperienced In Cleaning But Still Demand Clean Home Environment unsure About Brands And Product Qualities And Functionalities laid-back laid-back Are Lax In Cleanliness And Cleaning less Demanding Towards Product Features more Willing To Spend On Basic, Well-known Brand Cleaning Products Than Extra Benefits but Four In Ten Of Them Are Still Willing To Use Disposable Wipes what Does It Mean? key Issue – Cultivating Product Usage Among Consumers key Points variety Of Products Have Not Yet Fully Exploited Usage figure 33: Frequency Of Product Usage, September 2013 figure 34: New Household Hard Surface Cleaning And Care Products Launched, 2010-june 2013 demand For More Information From Product Manufacturers figure 35: Agreement With “manufacturers Should Provide More Information To Highlight The Benefits Of Their Cleaning Products”, By Monthly Personal Income, September 2013 cultivating Consumers On The Usage Of Specialised Products figure 36: Number Of Different Floor Types In Homes, September 2013 raising Awareness On Cleaning And Care Of White Goods figure 37: Ownership Of Durable Consumer Goods Per 100 Urban Households At Year-end, By Level Of Income, 2011 drinking Water Machine Cleaning Presents Potential offering Furniture Care Products With Extra Value Added To Encourage Frequent Usage economy Bundle Packages To Target Lower Income Consumers figure 38: High And Medium* Frequency Of Product Usage, By Monthly Personal Income, September 2013 figure 39: Importance Of ‘on Promotion/special Offer’ When Purchasing Household Cleaning Products, By Monthly Personal Income, September 2013 care Packages To Target New Homes And As Gift Options what Does It Mean? key Issue – Using A ‘friendly’ Usp To Raise A Product’s Competitive Advantage key Points targeting Different Combinations Of Benefits To Different Life Stages figure 40: Factors Considered Important When Purchasing Household Cleaning Products, By Marital Status Household Hard Surface Cleaning and Care Products - China - December 2013
  • 6. And Children In The Household, September 2013 figure 41: Some Of The More Popular Function And Ingredient Claims Of New Products, 2010-june 2013 tapping Into The Need For Products That Are Safe For Babies/toddlers And Family Friendly emphasis On And Endorsement Of Environmentally Friendly Features figure 42: Importance Of ‘environmentally Friendly’ When Purchasing Household Cleaning Products, By Monthly Personal Income, September 2013 figure 43: Proportion Of New Launches In Household Hard Surface Cleaning And Care Products Making ‘environmentally Friendly Product’ Claims’, 2010-june 2013 highlighting Skin-friendly Features On Product Packaging figure 44: Proportion Of New Launches In Household Hard Surface Cleaning And Care Products Making ‘allergy Tested’ And ‘dermatologically Tested’ Claims, 2010-june 2013 enticing Consumers With Natural Ingredients figure 45: Attitudes Towards Product Usage And Cleaning, September 2013 what Does It Mean? key Issue – Tapping Into Consumers’ Convenient Lifestyles While Ensuring Effectiveness key Points expectations Of Product Effectiveness Varies Among Consumers figure 46: Factors Considered Important When Purchasing Household Cleaning Products, By Target Group, September 2013 opportunity To Explore Convenient Products While Ensuring Their Effectiveness figure 47: New Launches In Household Hard Surface Cleaning And Care Products In China, By Claims Category, 2009-june 2013 figure 48: Proportion Of New Launches In Household Hard Surface Cleaning And Care Products Making ‘ease Of Use’ Claims In China, Japan, Uk And Us, 2010-june 2013 wipes Offering Cleaning Effectiveness And Convenience Need To Target Busy Consumers And Parents figure 49: Attitudes Towards Cleaning Products, By Presence Of Children, September 2013 raising Awareness Of Multipurpose Products That Ease Regular Cleaning Tasks figure 50: Agreement With Statement “i Use The Same Cleaning Product On Different Types Of Household Surfaces”, September 2013 products For Both Furniture And Floor Care figure 51: Types Of Flooring In Homes In China, September 2013 digital Devices And Glass Polishes Or Cleaners what Does It Mean? appendix – Market Size, Segmentation And Share figure 52: China’s Total Household Hard Surface Cleaning And Care Products Market Actual And Household Hard Surface Cleaning and Care Products - China - December 2013
  • 7. Forecast Value, 2008-18 figure 53: China’s Kitchen Cleaner Product Market Actual And Forecast Value, 2008-18 figure 54: China’s Hard Surface Cleaner Product Market Actual And Forecast Value, 2008-18 figure 55: China’s Bleach/disinfectant Market Actual And Forecast Value, 2008-18 figure 56: China’s Washroom Cleaner Products Market Actual And Forecast Value, 2008-18 figure 57: China’s Furniture Care And Cleaner Products Market Actual And Forecast Value, 2008-18 figure 58: China’s Other Cleaners & Polishes Products Market Actual And Forecast Value, 2008-18 figure 59: China Household Hard Surface Care And Cleaning Product Companies’ Market Share And Annual Growth Rate, 2010-12 appendix – The Person Responsible For Cleaning figure 60: Person Responsible For Cleaning, September 2013 figure 61: Person Responsible For Cleaning, By Demographics, September 2013 figure 62: Person Responsible For Cleaning, By Demographics, September 2013 (continued) appendix – Types Of Floor At Home figure 63: Types Of Floor At Home, September 2013 figure 64: Most Popular Types Of Floor At Home – Living Room, By Demographics, September 2013 figure 65: Next Most Popular Types Of Floor At Home – Living Room, By Demographics, September 2013 figure 66: Most Popular Types Of Floor At Home – Kitchen, By Demographics, September 2013 figure 67: Most Popular Types Of Floor At Home – Bedroom, By Demographics, September 2013 figure 68: Next Most Popular Types Of Floor At Home – Bedroom, By Demographics, September 2013 figure 69: Most Popular Types Of Floor At Home – Toilet/bathroom, By Demographics, September 2013 figure 70: Next Most Popular Types Of Floor At Home – Toilet/bathroom, By Demographics, September 2013 figure 71: Most Popular Types Of Floor At Home – Balcony, By Demographics, September 2013 figure 72: Next Most Popular Types Of Floor At Home – Balcony, By Demographics, September 2013 figure 73: Most Popular Types Of Floor At Home – Other Rooms, By Demographics, September 2013 figure 74: Next Most Popular Types Of Floor At Home – Other Rooms, By Demographics, September 2013 repertoire Of Floor Types figure 75: Repertoire Of Floor Types, September 2013 figure 76: Repertoire Of Floor Types, By Demographics, September 2013 figure 77: Types Of Floor At Home, By Repertoire Of Floor Types, September 2013 Household Hard Surface Cleaning and Care Products - China - December 2013
  • 8. appendix – Frequency Of Product Usage In The Last 12 Months figure 78: Frequency Of Product Usage, September 2013 figure 79: Frequency Of Product Usage, September 2013 figure 80: Frequency Of Product Usage – Specialist Toilet Cleaner, By Demographics, September 2013 figure 81: Frequency Of Product Usage – Specialist Toilet Cleaner, By Demographics, September 2013 (continued) figure 82: Frequency Of Product Usage – Toilet Fresheners/blocks, By Demographics, September 2013 figure 83: Frequency Of Product Usage – Toilet Fresheners/blocks, By Demographics, September 2013 (continued) figure 84: Frequency Of Product Usage – Kitchen Cleaner, By Demographics, September 2013 figure 85: Frequency Of Product Usage – Kitchen Cleaner, By Demographics, September 2013 (continued) figure 86: Frequency Of Product Usage – Kitchen Cleaning Wipes, By Demographics, September 2013 figure 87: Frequency Of Product Usage – Kitchen Cleaning Wipes, By Demographics, September 2013 (continued) figure 88: Frequency Of Product Usage – Multipurpose Surface Care Products, By Demographics, September 2013 figure 89: Frequency Of Product Usage – Multipurpose Surface Care Products, By Demographics, September 2013 (continued) figure 90: Frequency Of Product Usage – Bleach/disinfectant, By Demographics, September 2013 figure 91: Frequency Of Product Usage – Bleach/disinfectant, By Demographics, September 2013 (continued) figure 92: Frequency Of Product Usage – Glass Care, By Demographics, September 2013 figure 93: Frequency Of Product Usage – Glass Care, By Demographics, September 2013 (continued) figure 94: Frequency Of Product Usage – Floor Care Products, By Demographics, September 2013 figure 95: Frequency Of Product Usage – Floor Care Products, By Demographics, September 2013 (continued) figure 96: Frequency Of Product Usage – Bath/shower And Tile Care Products, By Demographics, September 2013 figure 97: Frequency Of Product Usage – Bath/shower And Tile Care Products, By Demographics, September 2013 (continued) figure 98: Frequency Of Product Usage – Household Appliance Care Products, By Demographics, September 2013 figure 99: Frequency Of Product Usage – Household Appliance Care Products, By Demographics, September 2013 (continued) figure 100: Frequency Of Product Usage – Drain Care Products, By Demographics, September 2013 Household Hard Surface Cleaning and Care Products - China - December 2013
  • 9. figure 101: Frequency Of Product Usage – Drain Care Products, By Demographics, September 2013 (continued) figure 102: Frequency Of Product Usage – Furniture Care Products, By Demographics, September 2013 figure 103: Frequency Of Product Usage – Furniture Care Products, By Demographics, September 2013 (continued) figure 104: Frequency Of Product Usage – Metal Cleaning Products, By Demographics, September 2013 figure 105: Frequency Of Product Usage – Metal Cleaning Products, By Demographics, September 2013 (continued) repertoire Of Product Usage figure 106: Repertoire Of Products Usage, September 2013 figure 107: Repertoire Of Product Usage, By Demographics, September 2013 figure 108: Attitudes Towards Product Usage And Cleaning, By Repertoire Of Product Usage, September 2013 appendix – Attitudes Towards Product Usage And Cleaning In The Last 12 Months figure 109: Attitudes Towards Product Usage And Cleaning, September 2013 figure 110: Most Popular Attitudes Towards Product Usage And Cleaning, By Demographics, September 2013 figure 111: Next Most Popular Attitudes Towards Product Usage And Cleaning, By Demographics, September 2013 appendix – Places Where Cleaning Products Purchased In The Past 12 Months figure 112: Places Where Cleaning Products Purchased, September 2013 figure 113: Most Popular Places Where Cleaning Products Purchased, By Demographics, September 2013 figure 114: Next Most Popular Places Where Cleaning Products Purchased, By Demographics, September 2013 repertoire Of Purchase Places figure 115: Repertoire Of Purchace Places, September 2013 figure 116: Repertoire Of Purchase Places, By Demographics, September 2013 appendix – Factors Considered Important When Purchasing Household Cleaning Products figure 117: Factors Considered Important When Purchasing Household Cleaning Products, By Demographics, Household Hard Surface Cleaning and Care Products - China - December 2013
  • 10. September 2013 figure 118: Most Popular Factors Considered Important When Purchasing Household Cleaning Products, By Demographics, September 2013 figure 119: Next Most Popular Factors Considered Important When Purchasing Household Cleaning Products, By Demographics, September 2013 figure 120: Other Factors Considered Important When Purchasing Household Cleaning Products, By Demographics, September 2013 appendix – Attitudes Towards Cleaning Products figure 121: Attitudes Towards Cleaning Products, September 2013 figure 122: Agreement With The Statement ‘it Is Worth Paying A Bit More For A Well-known Cleaning Brand’, By Demographics, September 2013 figure 123: Agreement With The Statement ‘own-brand/supermarket Cleaning Products Are Just As Good As Branded’, By Demographics, September 2013 figure 124: Agreement With The Statement ‘its Best To Stick To Brands You’ve Used Rather Than Trying New Ones’, By Demographics, September 2013 figure 125: Agreement With The Statement ‘i Would Prefer To Buy Products In Larger Packaging As They Are Better Value For Money’, By Demographics, September 2013 figure 126: Agreement With The Statement ‘low Cost Products Are Just As Effective As Expensive Alternatives’, By Demographics, September 2013 figure 127: Agreement With The Statement ‘manufacturers Should Provide More Information To Highlight The Benefits Of The Cleaning Products’, By Demographics, September 2013 figure 128: Agreement With The Statement ‘killing Germs Is More Important Than Making Household Surfaces Look Shiny/stainless’, By Demographics, September 2013 figure 129: Agreement With The Statement ‘specialised Surface Cleaners Are Generally More Effective Than All-purpose Surface Cleaners’, By Demographics, September 2013 figure 130: Agreement With The Statement ‘i Would Like To See More Options Of Products That Provide Added Benefits For The Health’, By Demographics, September 2013 figure 131: Agreement With The Statement ‘disposable Cleaning Wipes Are Just As Effective As Traditional Cleaning Routines’, By Demographics, September 2013 figure 132: Agreement With The Statement ‘it Is Important To Use Specific Cleaning And Care Products For Digital Devices’, By Demographics, September 2013 figure 133: Agreement With The Statement ‘it Is Important For Household Hard Surface Cleaning Products To Be Safe To Use Around Children’, By Demographics, September 2013 appendix – Further Analysis figure 134: Target Groups, September 2013 Household Hard Surface Cleaning and Care Products - China - December 2013
  • 11. figure 135: Target Groups, By Demographics, September 2013 figure 136: Person Responsible For Cleaning, By Target Groups, September 2013 figure 137: Types Of Floor At Home, By Target Groups, September 2013 figure 138: Frequency Of Product Usage, By Target Groups, September 2013 figure 139: Attitudes Towards Product Usage And Cleaning, By Target Groups, September 2013 figure 140: Places Where Cleaning Products Purchased, By Target Groups, September 2013 figure 141: Factors Considered Important When Purchasing Household Cleaning Products, By Target Groups, September 2013 figure 142: Attitudes Towards Cleaning Products, By Target Groups, September 2013 ResearchMoz(http://www.researchmoz.us/) is the one stop online destination to find and buy market research reports & Industry Analysis. We fulfill all your research needs spanning across industry verticals with our huge collection of market research reports. We provide our services to all sizes of organizations and across all industry verticals and markets. Our Research Coordinators have in-depth knowledge of reports as well as publishers and will assist you in making an informed decision by giving you unbiased and deep insights on which reports will satisfy your needs at the best price. Contact: M/s Sheela, 90 State Street, Suite 700, Albany NY - 12207 United States Tel: +1-518-618-1030 USA - Canada Toll Free 866-997-4948 Email: sales@researchmoz.us Website: http://www.researchmoz.us/ Household Hard Surface Cleaning and Care Products - China - December 2013