中国のホームケア市場

インフレ、不動産市場の下落、消費マインドの低下といった経済的課題に直面しているにもかかわらず、中国のホームケア市場は2024年には回復力を示し、小売の現在価値の伸びは低水準にとどまっています。この安定性は、ホームケア製品の本質的な性質と消費者の日常生活の重要な役割を強調しています。

当レポートでは、中国のホームケア市場について調査し、主要企業、主要ブランドを特定し、市場に影響を与える主要な要因（新製品開拓、パッケージイノベーション、経済/ライフスタイルの影響、流通、価格問題など）を戦略的に分析しています。また、2029年までの予測を行なっています。

目次

目次と表のリスト

エグゼクティブサマリー

市場指標

市場データ

免責事項

情報源

中国のランドリーケア

主なデータ結果

2024年の発展

• 経済的圧力によりプレミアム化が鈍化
• ニッチで専門的な洗濯ケア製品の台頭
• ソーシャルコマースの爆発的な成長、注目はDouyin

展望と機会

• 洗剤タブレットの熾烈な競合
• 革新的な小売パートナーシップとプライベートブランド製品の台頭
• 家庭用洗濯機器と洗濯ケア製品の相互作用

カテゴリーインジケーター

カテゴリーデータ

中国の食器洗い

主なデータ結果

2024年の発展

• 手洗いによる食器洗いの成長は鈍化、一方自動食器洗い粉末洗剤は強い勢いを維持
• Libyは幅広い製品ポートフォリオで手洗い食器洗い市場をリードし続けている
• Finishの強力なブランド評判は、自動食洗機のリーダーを維持

展望と機会

• 食洗機のさらなる普及が自動食器洗いの成長を牽引する可能性が高い
• 衛生と安全に対する意識の高まりにより、天然成分を使用した製品の人気が高まる
• セグメント化された消費者グループをターゲットとする

カテゴリーインジケーター

カテゴリーデータ

中国の表面ケア

主なデータ結果

2024年の発展

• 表面ケアは2023年の減少後、2024年に成長に回復
• 洗浄効果に加え、付加価値機能が多様な消費者ニーズに応える
• 興味関心に基づくeコマースは2024年も成長の勢いを維持

展望と機会

• 多機能で便利、香り付きの製品は今後も人気が高まりそうだ
• 消費者の多様な需要が、ターゲットを絞った清掃ニーズにより表面ケア製品の細分化を促進すると予想される
• Shanghai Johnson は、幅広いポートフォリオとバンドル販売により、表面ケアのリードを維持しています。

カテゴリーデータ

中国の漂白剤

主なデータ結果

2024年の発展

• 漂白剤の需要量の減少は、売上高の低下にもつながる
• 競合情勢は安定しており、新規ブランドの参入は少なく、製品の革新性も欠けている
• 漂白剤のオンライン購入の割合が急速に増加している

展望と機会

• 漂白剤は2年間の売上減少後、横ばいを維持する見込み
• 多機能製品は漂白剤に強力な競合をもたらす可能性がある

カテゴリーデータ

中国のトイレケア

主なデータ結果

2024年の発展

• 衛生意識の高まりがトイレケアの成長を促進
• 香りはトイレケアの主流であり続けている
• ミスターマッスルの幅広い製品と高い評判は、トイレケアの分野でトップを維持

展望と機会

• 貯水槽内装置は引き続き堅調な成長を続ける見込み
• 競合の激化により、トイレ用液体洗剤/泡洗剤の成長は鈍化
• 予測期間中に小売eコマースがさらに浸透する可能性が高い

カテゴリーデータ

中国の研磨剤

主なデータ結果

2024年の発展

• 2024年も研磨剤需要は減少傾向
• 研磨剤業界の競合情勢は安定しており、オンラインブランドは興味に基づいたeコマースを活用してさらなる成長を目指している
• 研磨剤の小売eコマースのシェアがさらに拡大

展望と機会

• 家具用ワックスと靴用ワックスの需要は引き続き減少すると予想される
• フロア研磨剤の需要は予測期間中横ばいとなる見込み

カテゴリーデータ

中国のエアケア

主なデータ結果

2024年の発展

• 市場の圧力にもかかわらず、エアケアは着実に成長
• 車用芳香剤で「車の臭い」現象に対処する
• 香りは消費者を引き付ける重要な要素であり、伝統的な中国の香りはますます人気が高まっている

展望と機会

• 車用芳香剤は今後も空気清浄剤の成長を牽引すると予想される
• 多機能性と手頃な価格が空気ケア製品の未来となる可能性が高い
• AIを活用した新しい空気ケア製品の開発

カテゴリーデータ

中国の家庭用殺虫剤

主なデータ結果

2024年の発展

• 2024年も家庭用殺虫剤の減少が続く
• 自然、安全、スマートが電気殺虫剤の主な開発動向
• 家庭用殺虫剤の競合情勢は分散化している

展望と機会

• 予測期間中、家庭用殺虫剤の需要は低迷すると予想される
• 個人用忌避剤は家庭用殺虫剤の成長を脅かす可能性がある
• 予測期間中の家庭用殺虫剤の製品革新の欠如

カテゴリーデータ

Despite facing economic challenges such as inflation, the slide of the real estate market, and declining consumer confidence, home care in China demonstrated resilience in 2024, seeing low retail current value growth. This stability underscores the essential nature of home care products, and their significant role in consumers' daily life.

Euromonitor International's Home Care in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premiumisation slows amidst economic pressures
• Rise of niche and specialised laundry care products
• Explosive growth of social commerce, with the spotlight on Douyin

PROSPECTS AND OPPORTUNITIES

• The high-stakes competition in detergent tablets
• The rise of innovative retail partnerships and private label products
• The interplay between home laundry appliances and laundry care products

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slow growth for hand dishwashing, while automatic dishwashing powders sustains stronger momentum
• Liby continues to dominate hand dishwashing with its wide product portfolio
• Strong brand reputation of Finish maintains its lead in automatic dishwashing

PROSPECTS AND OPPORTUNITIES

• Further penetration of dishwashers likely to drive growth for automatic dishwashing
• Rising awareness of hygiene and safety will ensure the popularity of products with natural ingredients
• Targeting segmented consumer groups

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surface care rebounds to growth in 2024, following decline in 2023
• In addition to cleaning efficacy, added-value functions meet diverse consumer needs
• Interest-based e-commerce maintains its growth momentum in 2024

PROSPECTS AND OPPORTUNITIES

• Multifunctional, convenient, and fragranced products set to continue to gain traction
• Diversified consumer demand expected to drive the segmentation of surface care products due to targeted cleaning needs
• Shanghai Johnson maintains its lead in surface care due to a wide portfolio, and bundle sales

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Declining volume demand for bleach also leads to drop in value sales
• Competitive landscape remains stable, with fewer new brands entering, and a lack of product innovation
• The share of online purchases of bleach is increasing rapidly

PROSPECTS AND OPPORTUNITIES

• Bleach expected to maintain flat sales following two years of decline
• Multifunctional products may offer strong competition to bleach

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Hygiene awareness drives growth for toilet care
• Fragrance continues to be a main trend in toilet care
• Mr Muscle's wide offering and strong reputation maintains its lead in toilet care

PROSPECTS AND OPPORTUNITIES

• In-cistern devices likely to continue its strong growth momentum
• Slower growth for toilet liquids/foam, due to rising competition
• Further penetration likely for retail e-commerce in the forecast period

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued decline in demand for polishes in 2024
• Competitive landscape remains stable in polishes, with online brands leveraging interest-based e-commerce for further growth
• A further share increase for retail e-commerce in polishes

PROSPECTS AND OPPORTUNITIES

• Continued decline in demand expected for furniture polish and shoe polish
• Demand for floor polish set to remain flat in the forecast period

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady growth for air care, despite market pressures
• Tackling the "stinky car" phenomenon with car air fresheners
• Fragrance is a crucial factor for attracting consumers, with traditional Chinese scents increasingly popular

PROSPECTS AND OPPORTUNITIES

• Car air fresheners expected to continue to drive growth in air care
• Multifunctionality and affordability likely to be the future of air care products
• AI-powered creation of new air care products

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued decline for home insecticides in 2024
• Natural, safe and smart are the main development trends in electric insecticides
• Fragmented competitive landscape in home insecticides

PROSPECTS AND OPPORTUNITIES

• Weak demand expected for home insecticides during the forecast period
• Personal repellents may be a threat to growth for home insecticides
• Lack of product innovation within home insecticides in the forecast period

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029