Home Care in China

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.


Home Care in China
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN CHINA
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

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