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市場調査レポート

中国のランドリー・ファブリックケア市場:2015年7月

Laundry and Fabric Care - China - July 2015

発行 Mintel China 商品コード 337504
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国のランドリー・ファブリックケア市場:2015年7月 Laundry and Fabric Care - China - July 2015
出版日: 2015年07月31日 ページ情報: 英文
概要

当レポートでは、中国のランドリー・ファブリックケア市場について調査しており、主な市場の促進因子と課題、主要企業、消費者の洗濯習慣と利用している製品、消費者が製品改良について求めていること、消費者に最も魅力的な製品、および消費者態度などを調査・考察しております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 若い消費者へどう売り込むか?
  • 子供向けファブリックケア製品を促進する機会
  • 植物成分以外で、何が製品安全性を保証できるか?、ほか

第4章 市場規模・予測

  • 要点
  • 2014年にランドリー・ファブリックケア市場の成長が減速
  • さらなる消費成長の余地
  • 予測:今後5年間は控えめな成長
  • 予測手法
  • 市場成長促進因子
  • 世帯数の増加
  • 消費者はランドリー・ファブリックケアに関して知識が豊富
  • 成長の課題
  • 生産コストは石油価格の変動次第
  • 専門サービスもB2C市場にとっての脅威となる、ほか

第5章 市場区分

  • 要点
  • 新製品発売は洗濯洗剤がその支配的な地位を維持するのに役立つ
  • 洗濯洗剤は市場シェアの90%以上を構成
  • 内部競争の激化
  • コンディショナー/柔軟剤セグメントは高成長、ほか

第6章 市場シェア

  • 要点
  • 国内企業に取って良い都市

第7章 イノベーションへの取り組み

  • 要点
  • 慎重になる市場参入企業
  • 「無添加」は2011-2014年の間に最も明白に増加
  • 機能のイノベーション
  • パッケージングのイノベーション
  • 成分のイノベーション、ほか

第8章 企業・ブランド

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

第9章 消費者:家庭における各種衣類の洗濯法

  • 要点
  • 消費者の選択態度はアイテムによって異なる
  • 手洗い用洗剤の市場機会
  • 人口統計の相違点

第10章 消費者:使用するランドリー・ファブリックケアの種類

  • 要点
  • 液体洗剤は人気別リストのトップという結果に
  • 製品の利用動向
  • 地域による相違点
  • セット販売の機会

第11章 消費者:選択性能の改善

  • 要点
  • がんこなシミは第1位の問題にとどまるが、その他に対する期待も上昇

第12章 消費者:理想的な洗濯洗剤の特徴

  • 要点
  • 多機能性は消費者に最も歓迎される
  • 人口統計によって異なる好み
  • 高所得者は天然成分により関心を示す

第13章 消費者:新製品のイノベーションへの関心

  • 要点
  • 利便性および環境に優しい製品が最も魅力的
  • 人気製品を促進する機会
  • 都市のティアによる相違点

第14章 消費者:ランドリー・ファブリックケアへの態度

  • 要点
  • 消費者の41%がランドリーサービスのオンライン予約に関心
  • 依然として存在するコンディショナー/柔軟剤の機会
  • 大多数は依然として事前の処理が必要だと信じる
  • 子供をターゲットにした製品は増加する可能性

第15章 Mintropolitan (都市消費者)

  • 要点
  • なぜMintropolitanなのか?
  • Mintropolitanとは誰か?
  • MinTはより多くの衣類の種類へラインドリーサービスを利用、ほか
目次

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"In order to boost sales in a mature market such as laundry and fabric care, companies and brands could not only tap into more subdivided segments (eg products designed for kids in different age ranges) but also target specific consumer groups (eg 20-24-year-olds)." - Yujing Li, Senior Research Analyst


In this report, Mintel answers the following key questions:

  • What are the key drivers and challenges in the Chinese laundry and fabric care market? Who are the leading players in this market?
  • How do Chinese people wash clothes and what kind of laundry and fabric care products do they use?
  • What do consumers think about product improvements when doing laundry?
  • Which kind of laundry and fabric care products are most appealing for Chinese people?
  • What are consumers' attitudes towards laundry and fabric care products?

Table of Contents

1. Introduction

  • Definition
    • Figure 1: Definition of Low/Mid/High MHI groups, by city tier
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 2: Total market value sales of laundry and fabric care market, China, 2010-20
  • Companies and brands
    • Figure 3: Top 10 companies' market share in laundry and fabric care, by retail sales value, China, 2013 and 2014
  • The consumer
  • Consumers' laundry habits vary across different items
    • Figure 4: Laundry habits at home, April 2015
  • Liquid detergent comes out on the top of the list by popularity
    • Figure 5: Usage of laundry and fabric care products, April 2015
  • Tough stain remains as the number one issue, but other expectations are on the rise
    • Figure 6: Improvements for laundry performance, April 2015
  • Multifunction feature is most welcomed by consumers
    • Figure 7: Features of an ideal laundry detergent, April 2015
  • Consumers have strong interests in buying convenience-driven and environmentally friendly products
    • Figure 8: Interest in different laundry product innovations, April 2015
  • 41% of consumers are interested in booking laundry services online
    • Figure 9: Attitudes towards laundry responsibility, April 2015
  • There are still opportunities for conditioners/softeners
    • Figure 10: Attitudes towards using laundry and fabric care products, April 2015
  • Key issues
  • How to market to young consumers?
  • Opportunities to promote fabric care products designed for kids
  • Other than plant ingredients, what else can reassure product safety?
  • What we think

3. Issues and Insights

  • How to market to young consumers?
  • The facts
  • The implications
    • Figure 11: Lenor Happiness Princess Pearl & Dream fragrance fabric softener, Japan, 2013
  • Opportunities to promote fabric care products designed for kids
  • The facts
  • The implications
    • Figure 12: Differences in claims between general products and products for kids launched in laundry and fabric care market, China, 2014-15
    • Figure 13: Examples of laundry and fabric care products targeting kids in different age ranges, Ukraine and France, 2013-15
  • Other than plant ingredients, what else can reassure product safety?
  • The facts
  • The implications
    • Figure 14: The percentage of new product launches with "dermatologically tested" claim in laundry and fabric care market, global and China, 2010-14

4. Market Size and Forecast

  • Key points
  • Laundry and fabric care market growth slowed down in 2014
    • Figure 15: Total value sales of laundry and fabric care market, China, 2009-15
  • There is scope for further growth in consumption
    • Figure 16: Top eight laundry and fabric care product markets globally, by market value, per capita spend and growth, 2013
  • The forecast - Modest growth in the next five years
    • Figure 17: Total market value sales of laundry and fabric care market, China, 2010-20
  • Forecast methodology
  • Market drivers
  • Increasing number of households
    • Figure 18: Number of households and average household size in China, 2010-13
  • Consumers are more knowledgeable in terms of laundry and fabric care
  • Manufacturers can also push consumers to upgrade
  • Growth challenges
  • Cost of production is subject to petroleum price fluctuation
  • Professional services could also be a threat to B2C market
  • Using personal care products instead

5. Market Segmentation

  • Key points
  • New product launches help laundry detergent maintain its dominant position
  • Laundry detergent accounts for more than 90% market share
    • Figure 19: Sales value and growth of laundry and fabric care, by segment, 2012-15
    • Figure 20: New product launches in the China laundry and fabric care market, by product segment, 2010-15
    • Figure 21: Total market value sales of laundry detergent segment, China, 2010-20
  • Internal competition is intense
    • Figure 22: Sales value and growth of laundry detergent, by segment, 2012-15
  • Conditioner/softener segment enjoyed the highest growth
    • Figure 23: Total market value sales of fabric conditioner/softener segment, China, 2010-20
  • Laundry aids struggle to keep up with the growth seen in other segments
    • Figure 24: Total market value sales of laundry aids segment, China, 2010-20

6. Market Share

  • Key points
  • A good year for domestic players
    • Figure 25: Top 10 companies' market share in laundry and fabric care, by retail sales value, China, 2013 and 2014

7. Who's Innovating?

  • Key points
  • Players in the market become cautious
    • Figure 26: New product launches in the China laundry and fabric care market, by launch type, 2011-15
  • "No additives" has increased most obviously over 2011-14 period
    • Figure 27: Top claims in new laundry and fabric care products launched in China, 2011-15
  • Functional innovations
  • Fabric conditioners go beyond scent and soft feel
    • Figure 28: New conditioner/softener product launches with advanced functions, US and Brazil, 2014-15
  • More anti-mite products come out
    • Figure 29: Selected claim on new laundry and fabric care product launch, China, 2010-14
    • Figure 30: New laundry and fabric care product launches with anti-mite claim, Korea and China, 2015
  • Wash in one load can help to attract more consumers
    • Figure 31: New laundry and fabric care product launches which claim to provide convenience to consumers, Canada and US, 2014
  • Sweat removal is another selling point
    • Figure 32: New laundry and fabric care product launches with sweat removal claim, Italy, 2014
  • Packaging innovations
  • The packaging of laundry detergents focuses on enhanced stain removal
    • Figure 33: New laundry detergent product launches with enhanced stain-removing functions, China, Colombia and Korea, 2014-15
  • Auto dosing system helps consumers avoid overusing liquid detergents
    • Figure 34: New laundry detergent product launches with automatic dosing system, France and Canada, 2015
  • Ingredient innovations
  • Popularity of essential oils in beauty markets moves into household
    • Figure 35: The percentage of new product launches with essential oil as ingredient in laundry and fabric care market, global and China, 2010-14
    • Figure 36: New laundry detergent product launches with essential oils, China and Holland, 2014-15
  • More herbs have been adopted in laundry detergent products
    • Figure 37: New laundry detergent product launches with special herb as ingredient, China, 2014-15
  • Spotlight on NPD with probiotics
    • Figure 38: New laundry detergent product launches with probiotics, Holland and South Africa, 2014

8. Companies and Brands

  • Liby Group Co., Ltd.
  • Company background and brand overview
  • Latest development
    • Figure 39: Marketing investment by Liby in TV show I am a Singer, 2013-15
    • Figure 40: Liby's new liquid detergents, China, 2014-15
  • Nice Group
  • Company background and brand overview
  • Latest development
  • Procter & Gamble Co.
  • Company background and brand overview
  • Latest development
  • Unilever Plc
  • Company background and brand overview
  • Latest development
  • Guangzhou Bluemoon Co., Ltd.
  • Company background and brand overview
  • Latest development
  • Kao Group
  • Company background and brand overview

9. The Consumer - How People Wash Different Clothes at Home

  • Key points
  • Consumers' laundry habits vary across different items
    • Figure 41: Laundry habits at home, April 2015
  • Market opportunity for hand-washing detergents
  • Demographic differences
    • Figure 42: Ways to wash underwear and socks, by gender and monthly household income, April 2015

10. The Consumer - Types of Laundry and Fabric Care Products Used

  • Key points
  • Liquid detergent comes out on the top of the list by popularity
    • Figure 43: Usage of laundry and fabric care products, April 2015
  • Trends in product usage
    • Figure 44: Usage of laundry and fabric care products, 2014 and 2015
    • Figure 45: Usage of laundry and fabric care products, by age, 2014 and 2015
    • Figure 46: Usage of laundry and fabric care products among consumers in tier one cities, 2014 and 2015
  • Regional differences
    • Figure 47: Usage of laundry and fabric care products, by city, April 2015
  • An opportunity for bundled sales
    • Figure 48: Usage of selected laundry and fabric care products, by usage of laundry and fabric care products, April 2015

11. The Consumer - Improvements for Laundry Performance

  • Key points
  • Tough stain remains as the number one issue, but other expectations are on the rise
    • Figure 49: Improvements for laundry performance, April 2015

Figure 50: Comparison of improvements for laundry performance, 2014 and 2015 Different consumers pay attention to different problems By age Figure 51: Improvements for laundry performance, by age, April 2015 By household income Figure 52: Improvements for laundry performance, by household income, April 2015 By city tier Figure 53: Improvements for laundry performance, by city tier, April 2015

12. The Consumer - Features of an Ideal Laundry Detergent

  • Key points
  • Multifunction feature is most welcomed by consumers
    • Figure 54: Features of an ideal laundry detergent, April 2015
  • Different preferences by demographics
    • Figure 55: Features of an ideal laundry detergent, by age, April 2015
  • High earners show more interest in natural ingredients
    • Figure 56: Consumers who would like to see products made from plant ingredients, by household income, April 2015

13. The Consumer - Interest in New Product Innovations

  • Key points
  • Convenience-driven and environmentally friendly products are most appealing
    • Figure 57: Interest in different laundry product innovations, April 2015
  • An opportunity to promote popular products
    • Figure 58: Consumers who are interested in and would like to buy different laundry products, by household income, April 2015
  • City tier differences
    • Figure 59: Consumers who are interested in and would like to buy different laundry products, by city tier, April 2015

14. The Consumer - Attitudes towards Laundry and Fabric Care

  • Key points
  • 41% of consumers are interested in booking laundry services online
    • Figure 60: Attitudes towards laundry responsibility, April 2015
  • There are still opportunities for conditioners/softeners
    • Figure 61: Attitudes towards using laundry and fabric care products, April 2015
  • The majority still believe pre-treating is a necessary step
    • Figure 62: Attitudes towards pre-treating clothes, April 2015
  • Products targeting kids have the potential to increase
    • Figure 63: Attitudes towards washing children's clothes at home, April 2015

15. Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 64: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
    • Figure 65: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
  • MinT use laundry services for more types of clothes
    • Figure 66: Consumers who use laundromat for different clothes, by MinT and Non-MinT, April 2015
  • MinT use more types of laundry products, leaping ahead especially in specialised fabric care
    • Figure 67: Types of laundry and fabric care products used, by MinT and Non-MinT, April 2015
  • In general MinT and Non-MinT share similar opinions in terms of laundry detergent
    • Figure 68: Features of an ideal laundry detergent, by MinT and Non-MinT, April 2015
  • MinT are more sophisticated in doing laundry
    • Figure 69: Attitudes towards laundry and fabric care, By MinT and non-MinT, April 2015
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