http://www.researchmoz.us/household-hard-surface-cleaning-and-care-products-china-december-2013-report.html 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

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
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Household Hard Surface Cleaning and Care Products - China - December 2013