Household Care in China
Abstract
Product coverage
Laundry care; Dishwashing products; Surface care; Chlorine bleach; Toilet care products; Polishes; Air care; Insecticides
Executive summary
1. EXECUTIVE SUMMARY
Market posts mixed performance
Over the review period, the household care market in
China witnessed a mixed performance among the various sectors. In 2004, growth in value sales was stronger than in
2003 in laundry care, dishwashing products, insecticides and toilet care products, as these sectors enjoyed stronger demand for high-end products due to trading up by urban consumers. Surface care had a slower rise in value sales as demand returned to normal after the SARS crisis, while the lower price of spray/aerosol air fresheners pushed down growth in air care. Polishes suffered a decrease in value sales due to saturation in terms of demand. On the whole, the household care market expanded at a slower pace of around 4% to reach a value of RMB32.7 billion in 2004.
Laundry care dominant, toilet care products the most dynamic sector as more homes are owned
Laundry
care held the highest share of market sales in 2004, accounting
for over 64% of total value. Within laundry care, laundry detergents remained the largest category due to high
product familiarity and strong retail presence.
Toilet care products registered the most dynamic value growth, at 9%, in 2004 as the sector benefited from increased home ownership among the Chinese population. New homes, equipped with flush toilet systems, laid the foundation for the use of toilet liquids/powders.
The worst performing sector was chlorine bleach, where value sales fell by 12%, partly because of a reduction in demand, as the SARS epidemic did not recur in 2004, as well as stiff competition from substitutes.
East is the leading regional market due to higher living standards
On a regional level,
East China was the largest market, with value sales totalling RMB9.4 billion in 2004, equivalent to 29% of the national market value. The region was also the fastest growing in 2004, recording a 6% rise in value sales. As a more developed region, living standards in
East China are the highest in the country, on average, allowing consumers to purchase high-end and more premium products. The presence of more modern retail chains in the urban centres of the region helped to push sales further, in particular those of international brands.
Supermarkets/hypermarkets dominates distribution, with a wide range of products available in urban areas
Supermarkets/hypermarkets is the main channel used to distribute household care products in
China. In 2004, 69% of retail value sales of household care products were made through these outlets. They are more prevalent in urban areas, where they play a crucial role in exposing a wide range of local and foreign branded goods to consumers. In rural areas, where infrastructure and logistical constraints have restricted the presence of supermarkets/hypermarkets, independent food stores are of greater relevance, due to their proximity to residential areas.
Stronger pace of growth in future
The market is forecast to record a stronger rise in sales, with a CAGR of 6% in constant value terms, during the 2004-2009 period. Total value sales of household care products will reach RMB43.5 billion in 2009. A further rise in living standards will lead to urban consumers trading up to high value products, while more rural residents will be able to afford to buy household care products. Growing affluence among urban consumers will also support higher sales of toilet care products, and niche products such as floor and furniture polishes, as well as air care products.
East China will continue to be the largest and fastest growing regional market due to the rapid urbanisation that is taking place in this region.
Table of Contents
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1. EXECUTIVE SUMMARY
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2. HOUSEHOLD CARE SALES
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2.1 Household Characteristics
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Table 1 Households 1999-2004
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2.2 Market Performance
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Table 2 Sales of Household Care by Sector: Value 1999-2004
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Table 3 Sales of Household Care by Sector: % Value Growth1999-2004
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2.3 Market Performance by Region
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Table 4 Sales of Household Care by Region: Value 1999-2004
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Table 5 Sales of Household Care by Region: % Value Growth1999-2004
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2.4 Key Trends and Developments
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2.5 Competitive Environment
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Table 6 Household Care Company Shares 2001-2004
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Table 7 Household Care Brand Shares 2001-2004
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2.6 Leading Company Profile --
Guangzhou Liby Co Ltd
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Table 8 Guangzhou Liby Co Ltd: Shares of Household Care bySubsector 2001-2004
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2.7 Leading Company Profile -- Guanghou LonkeyIndustry Co Ltd
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Summary 1 Guangzhou Lonkey Industry Co Ltd: OperationalIndicators 2004
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Table 9 Guangzhou Lonkey Industry Co Ltd: Shares ofHousehold Care by Subsector 2001-2004
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2.8 Leading Company Profile -- Shanghai Johnson Ltd
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Table 10 Shanghai Johnson Ltd: Shares of Household Care bySubsector 2001-2004
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2.9 Leading Company Profile --
Shanghai WhiteCat CoLtd
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Table 11 Shanghai WhiteCat Co Ltd: Shares of HouseholdCare by Subsector 2001-2004
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2.10 Leading Company Profile -- Shanxi NafineChemicals Group Ltd
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Summary 2 Shanxi Nafine Chemicals Group Ltd: OperationalIndicators 2004
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Table 12 Shanxi Nafine Chemicals Group Ltd Shares ofHousehold Care by Subsector 2001-2004
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2.11 Leading Company Profile --
Zhejiang Nice DailyUse Chemical Co Ltd
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Summary 3
Zhejiang Nice Daily Use Chemical Co Ltd:Production Statistics 2002-2003
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Table 13
Zhejiang Nice Daily Use Chemical Co Ltd: Sharesof Household Care by Subsector 2001-2004
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2.12 Emerging and Niche Companies
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2.13 Retail Distribution
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Table 14 Sales of Household Care by Distribution Format: %Analysis 1999/2004
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Table 15 Sales of Household Care by Sector andDistribution Format: % Analysis 2004
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2.14 Retailer Activity and Private Label Trends
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2.15 Forecast Market Performance
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Table 16 Forecast Sales of Household Care by Sector: Value2004-2009
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Table 17 Forecast Sales of Household Care by Sector: %Value Growth 2004-2009
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2.16 Forecast Market Performance by Region
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Table 18 Forecast Sales of Household Care by Region: Value2004-2009
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Table 19 Forecast Sales of Household Care by Region: %Value Growth 2004-2009
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3. LAUNDRY CARE SALES
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3.1 Washing Machine Penetration
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Table 20 Household Penetration of Washing Machines1999-2004
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3.2 Sector Performance
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Table 21 Sales of Laundry Care by Subsector: Value1999-2004
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Table 22 Sales of Laundry Care by Subsector: % ValueGrowth 1999-2004
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Table 23 Laundry Care Company Shares 2001-2004
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Table 24 Laundry Care Brand Shares 2001-2004
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Table 25 Forecast Sales of Laundry Care by Subsector:Value 2004-2009
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Table 26 Forecast Sales of Laundry Care by Subsector: %Value Growth 2004-2009
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3.3 New Product Developments
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Summary 4 Laundry Care: New Product Launches 2003-2004
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3.4 Sector Performance by Region
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Table 27 Sales of Laundry Care by Region: Value 1999-2004
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Table 28 Sales of Laundry Care by Region: % Value Growth1999-2004
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Table 29 Laundry Care Brand Ranking by Region 2004
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Table 30 Forecast Sales of Laundry Care by Region: Value2004-2009
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Table 31 Forecast Sales of Laundry Care by Region: % ValueGrowth 2004-2009
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3.5 laundry detergents Performance
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3.6 Fabric Softeners Performance
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Table 38 Sales of Fabric Softeners by Type: Value1999-2004
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Table 39 Sales of Fabric Softeners by Type: % Value Growth1999-2004
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Table 40 Fabric Softeners Brand Shares 2001-2004
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Table 41 Sales of Standard versus Concentrated FabricSofteners: % Analysis 2004
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3.7 Laundry Aids Performance
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Table 42 Sales of Laundry Aids by Type: Value 1999-2004
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Table 43 Sales of Laundry Aids by Type: % Value Growth1999-2004
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Table 44 Laundry Aids Company Shares 2001-2004
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Table 45 Laundry Aids Brand Shares 2001-2004
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Table 46 Sales of Laundry Aids by Region: Value 1999-2004
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Table 47 Sales of Laundry Aids by Region: % Value Growth1999-2004
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3.8 Fabric Fresheners Performance
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4. DISHWASHING PRODUCTS SALES
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4.1 Dishwashers Penetration
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Table 48 Household Penetration of Dishwashers 1999-2004
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4.2 Sector Performance
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Table 49 Sales of Dishwashing Products by Subsector: Value1999-2004
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Table 50 Sales of Dishwashing Products by Subsector: %Value Growth 1999-2004
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Table 51 Dishwashing Products Company Shares 2001-2004
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Table 52 Dishwashing Products Brand Shares 2001-2004
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Table 53 Forecast Sales of Dishwashing Products bySubsector: Value 2004-2009
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Table 54 Forecast Sales of Dishwashing Products bySubsector: % Value Growth 2004-2009
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4.3 New Product Developments
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Summary 5 Dishwashing Products: New Product Launches2003-2004
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4.4 Sector Performance by Region
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Table 55 Sales of Dishwashing Products by Region: Value1999-2004
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Table 56 Sales of Dishwashing Products by Region: % ValueGrowth 1999-2004
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Table 57 Dishwashing Products Brand Ranking by Region 2004
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Table 58 Forecast Sales of Dishwashing Products by Region:Value 2004-2009
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Table 59 Forecast Sales of Dishwashing Products by Region:% Value Growth 2004-2009
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5. SURFACE CARE SALES
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5.1 Sector Performance
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Table 60 Sales of Surface Care by Subsector: Value1999-2004
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Table 61 Sales of Surface Care by Subsector: % ValueGrowth 1999-2004
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Table 62 Surface Care Company Shares 2001-2004
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Table 63 Surface Care Brand Shares 2001-2004
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Table 64 Forecast Sales of Surface Care by Subsector:Value 2004-2009
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Table 65 Forecast Sales of Surface Care by Subsector: %Value Growth 2004-2009
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5.2 New Product Developments
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Summary 6 Surface Care: New Product Launches 2003-2004
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5.3 Sector Performance by Region
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Table 66 Sales of Surface Care by Region: Value 1999-2004
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Table 67 Sales of Surface Care by Region: % Value Growth1999-2004
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Table 68 Surface Care Brand Ranking by Region 2004
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Table 69 Forecast Sales of Surface Care by Region: Value2004-2009
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Table 70 Forecast Sales of Surface Care by Region: % ValueGrowth 2004-2009
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5.4 Wipes Performance
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Table 71 Sales of Wipes by Type: Value 1999-2004
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Table 72 Sales of Wipes by Type: % Value Growth 1999-2004
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Table 73 Wipes Company Shares 2001-2004
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Table 74 Wipes Brand Shares 2001-2004
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Table 75 Sales of Wipes by Region: Value 1999-2004
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Table 76 Sales of Wipes by Region: % Value Growth1999-2004
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6. CHLORINE BLEACH SALES
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6.1 Sector Performance
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Table 77 Sales of Chlorine Bleach: Value 1999-2004
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Table 78 Sales of Chlorine Bleach: % Value Growth1999-2004
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Table 79 Chlorine Bleach Company Shares 2001-2004
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Table 80 Chlorine Bleach Brand Shares 2001-2004
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Table 81 Forecast Sales of Chlorine Bleach: Value2004-2009
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Table 82 Forecast Sales of Chlorine Bleach: % Value Growth2004-2009
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6.2 New Product Developments
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Summary 7 Chlorine Bleach: New Product Launches 2003-2004
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6.3 Sector Performance by Region
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Table 83 Sales of Chlorine Bleach by Region: Value1999-2004
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Table 84 Sales of Chlorine Bleach by Region: % ValueGrowth 1999-2004
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Table 85 Chlorine Bleach Brand Ranking by Region 2004
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Table 86 Forecast Sales of Chlorine Bleach by Region:Value 2004-2009
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Table 87 Forecast Sales of Chlorine Bleach by Region: %Value Growth 2004-2009
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7. TOILET CARE PRODUCTS SALES
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7.1 Sector Performance
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Table 88 Sales of Toilet Care Products by Subsector: Value1999-2004
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Table 89 Sales of Toilet Care Products by Subsector: %Value Growth 1999-2004
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Table 90 Toilet Care Products Company Shares 2001-2004
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Table 91 Toilet Care Products Brand Shares 2001-2004
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Table 92 Forecast Sales of Toilet Care Products bySubsector: Value 2004-2009
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Table 93 Forecast Sales of Toilet Care Products bySubsector: % Value Growth 2004-2009
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7.2 New Product Developments
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Summary 8 Toilet Care Products: New Product Launches2003-2004
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7.3 Sector Performance by Region
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Table 94 Sales of Toilet Care Products by Region: Value1999-2004
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Table 95 Sales of Toilet Care Products by Region: % ValueGrowth 1999-2004
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Table 96 Toilet Care Products Brand Ranking by Region 2004
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Table 97 Forecast Sales of Toilet Care Products by Region:Value 2004-2009
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Table 98 Forecast Sales of Toilet Care Products by Region:% Value Growth 2004-2009
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8. POLISHES SALES
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8.1 Sector Performance
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Table 99 Sales of Polishes by Subsector: Value 1999-2004
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Table 100 Sales of Polishes by Subsector: % Value Growth1999-2004
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Table 101 Polishes Company Shares 2001-2004
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Table 102 Polishes Brand Shares 2001-2004
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Table 103 Forecast Sales of Polishes by Subsector: Value2004-2009
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Table 104 Forecast Sales of Polishes by Subsector: % ValueGrowth 2004-2009
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8.2 New Product Developments
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Summary 9 Polishes: New Product Launches 2003-2004
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8.3 Sector Performance by Region
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Table 105 Sales of Polishes by Region: Value 1999-2004
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Table 106 Sales of Polishes by Region: % Value Growth1999-2004
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Table 107 Polishes Brand Ranking by Region 2004
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Table 108 Forecast Sales of Polishes by Region: Value2004-2009
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Table 109 Forecast Sales of Polishes by Region: % ValueGrowth 2004-2009
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9. AIR CARE SALES
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9.1 Sector Performance
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Table 110 Sales of Air Care by Subsector: Value 1999-2004
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Table 111 Sales of Air Care by Subsector: % Value Growth1999-2004
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Table 112 Air Care Company Shares 2001-2004
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Table 113 Air Care Brand Shares 2001-2004
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Table 114 Forecast Sales of Air Care by Subsector: Value2004-2009
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Table 115 Forecast Sales of Air Care by Subsector: % ValueGrowth 2004-2009
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9.2 New Product Developments
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Summary 10 Air Care: New Product Launches 2003-2004
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9.3 Sector Performance by Region
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Table 116 Sales of Air Care by Region: Value 1999-2004
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Table 117 Sales of Air Care by Region: % Value Growth1999-2004
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Table 118 Air Care Brand Ranking by Region 2004
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Table 119 Forecast Sales of Air Care by Region: Value2004-2009
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Table 120 Forecast Sales of Air Care by Region: % ValueGrowth 2004-2009
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Table 121 Leading Fragrances for Air Care 2004
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10. INSECTICIDES SALES
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10.1 Sector Performance
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Table 122 Sales of Insecticides by Subsector: Value1999-2004
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Table 123 Sales of Insecticides by Subsector: % ValueGrowth 1999-2004
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Table 124 Insecticides Company Shares 2001-2004
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Table 125 Insecticides Brand Shares 2001-2004
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Table 126 Forecast Sales of Insecticides by Subsector:Value 2004-2009
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Table 127 Forecast Sales of Insecticides by Subsector: %Value Growth 2004-2009
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10.2 New Product Developments
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Summary 11 Insecticides: New Product Launches 2003-2004
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10.3 Sector Performance by Region
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Table 128 Sales of Insecticides by Region: Value 1999-2004
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Table 129 Sales of Insecticides by Region: % Value Growth1999-2004
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Table 130 Insecticides Brand Ranking by Region 2004
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Table 131 Forecast Sales of Insecticides by Region: Value2004-2009
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Table 132 Forecast Sales of Insecticides by Region: %Value Growth 2004-2009
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11. DEFINITIONS
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