China Dishwashing Research Report 2014

The dishwashing products market has maintained stable growth over the past few years, with the future growth trend expected to continue at similar pace. The development of online retail channels and the expansion of modern trade have widened people’s choice and enabled regional and international brands to connect with a larger consumer base. In addition, rapid urbanisation and a rise in disposable income along with the government’s facilitation for natural, biodegradable surfactant pave the way for further demand. 

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Table of Content

Introduction

Definition

Report structure

Methodology

Abbreviations

Executive Summary

The market

Figure 1: Total China value sales of dishwashing products market, 2008-18

Companies and brands

Figure 2: Leading companies’ market share in China’s dishwashing products market, by value, 2012-13

The consumer

Dishwasher penetration

Figure 3: Dishwasher penetration, February 2014

Frequency of household dishwashing by hand

Figure 4: Frequency of household dishwashing by hand, February 2014

Roles in the household for hand dishwashing task

Figure 5: Roles in household hand dishwashing task, by gender, February 2014

Problems encountered when using hand dishwashing detergents

Figure 6: Problems encountered when using hand dishwashing detergents, February 2014

Purchase consideration factors for hand dishwashing detergents

Figure 7: Purchase consideration factor for hand dishwashing detergents, February 2014

Interest in different types of hand dishwashing detergents

Figure 8: Interest in different types of hand dishwashing detergents, February 2014

Attitudes towards dishwashing detergents

Figure 9: Attitudes towards dishwashing detergents, February 2014

Key trends

What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?

Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?

How can brands leverage scents and packaging to maintain consumer interest?

What we think

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Issues and Insights

What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?

Key points

The implications

Figure 10: Interest in different types of hand dishwashing detergents, February 2014

Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?

Key points

The implications

Figure 11: Top dishwashing product claims, 2009-13

Figure 12: Examples of multi-dimensional products from overseas markets, 2013

How can brands leverage scents and packaging to maintain consumer interest?

Key points

The implications

Figure 13: Number of new products launched, by categories and by countries, 2010-14

Figure 14: Examples of dishwashing detergent products with innovative scents and package designs from overseas markets, 2013-14

Trend Application

How can brands alleviate safety concerns in the chemical dominated dishwashing product market?

How important are mood manipulating emotional benefits in dishwashing products selection?

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