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Home care in China saw retail value growth of 1%? in 2025, with retail volume sales also seeing a rising trend. However, while large categories such as laundry care, surface care, and dishwashing saw positive performances, polishes, toilet care and bleach saw value declines due to substitution or loss of interest. The health and wellness trend is reshaping product development and marketing strategies, with a focus on natural surfactants, food-grade additives, and biodegradable components. Brands...

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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Laundry Care Dominates Sales in a Low-Growth Environment

KEY DATA INSIGHTS

KEY INDUSTRY TRENDS

• CHART 1 Key Industry Trends for Home Care

INDUSTRY PERFORMANCE

• Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
• CHART 2 Lycocelle Achieved over 100% Yoy Growth in 2025 Thanks to Its Mood-Boosting Scented Liquid Detergent
• Health and Wellness Trend Reshapes Product Development and Marketing
• CHART 3 From Tissue to Dishwashing: Botare'S Safety-First Leap
• Effortless Living Drives Innovation in Cleaning Efficiency
• CHART 4 Ariel No-Rub Laundry Powder Revived Interest in the Declining Powder Segment
• CHART 5 Value Sales of Home Care 2020-2030
• CHART 6 Volume Sales of Home Care 2020-2030
• CHART 7 Value Sales of Home Care by Category 2025

WHAT'S NEXT?

• Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
• CHART 8 Analyst Insight for Laundry Care
• Smart Home Technology and Ai to Reshape the Industry Dynamics
• Challenges Likely to Persist Amidst Growth Opportunities
• CHART 9 Forecast Value Sales of Home Care 2020-2030
• CHART 10 Forecast Value Sales of Home Care by Category 2025-2030

COMPETITIVE LANDSCAPE

• Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
• Emerging Brands Are Dynamic and Take Share From the Leaders
• CHART 11 Company Shares of Home Care 2025
• CHART 12 Brand Shares of Home Care 2025

CHANNELS

• Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
• CHART 13 Retail Channels for Home Care 2020-2025

ECONOMIC CONTEXT

• CHART 14 Economic Context for Home Care
• CHART 15 Real GDP Growth 2020-2030
• CHART 16 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 17 Consumer Context for Home Care
• CHART 18 Population 2020-2030
• CHART 19 Consumer Expenditure 2020-2030
• CHART 20 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

LAUNDRY CARE IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Consumers Seek Efficacy and Emotional Value

KEY INDUSTRY TRENDS

• CHART 21 Key Industry Trends for Laundry Care

INDUSTRY PERFORMANCE

• Product Formats Evolve to Meet Consumers' Needs
• CHART 22 Tide Reignites Liquid Detergents with High-Efficacy Laundry Serum after Tablets Decline
• Mood-Boosting Ingredients Drive Premiumisation and Growth
• CHART 23 Lycocelle Achieved over 100% Yoy Growth in 2025 Thanks to Its Mood-Boosting Scented Liquid Detergent
• No-Rub Powder Limits Decline for Powder Detergents Due to Its Quick Wash Nature
• CHART 24 Ariel No-Rub Laundry Powder Revived Interest in the Declining Powder Segment
• CHART 25 Value Sales of Laundry Care 2020-2030
• CHART 26 Volume Sales of Laundry Care 2020-2030
• CHART 27 Value Sales of Laundry Care by Category 2025

WHAT'S NEXT?

• Consumers Expected to Drive Premiumisation with Rising Disposable Incomes
• CHART 28 Analyst Insight for Laundry Care
• Liquid Detergents Will Continue to Dominate, but Laundry Aids Will Be Dynamic
• Precision Care to Drive Growth for Specialised Laundry Care Formats
• CHART 29 Forecast Value Sales of Laundry Care 2020-2030
• CHART 30 Forecast Value Sales of Laundry Care by Category 2025-2030

COMPETITIVE LANDSCAPE

• Guangzhou Liby Leads through Diversification and Retail Strategies
• Emerging Brand Lycocelle Capitalises on Premiumisation and Digital Marketing
• CHART 31 Company Shares of Laundry Care 2025
• CHART 32 Brand Shares of Laundry Care 2025

CHANNELS

• Offline Channels Remain Dominant Despite Growth in Online Sales
• Retail E-Commerce Gains Traction with Instant Delivery
• CHART 33 Retail Channels for Laundry Care 2020-2025

ECONOMIC CONTEXT

• CHART 34 Economic Context for Laundry Care
• CHART 35 Real GDP Growth 2020-2030
• CHART 36 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 37 Consumer Context for Laundry Care
• CHART 38 Population 2020-2030
• CHART 39 Consumer Expenditure 2020-2030
• CHART 40 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

DISHWASHING IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Automatic Dishwashing Sees a Stronger Increase as Incomes Rise, but Hand Dishwashing Maintains Its Dominance

KEY INDUSTRY TRENDS

• CHART 41 Key Industry Trends for Dishwashing

INDUSTRY PERFORMANCE

• Health and Wellness Drives Innovation in Formulations
• Niche Needs Fuel Premiumisation and Product Diversification
• CHART 42 Axe Launches Upgraded Hand Dishwashing in 2025
• Nourishing Formulations Drive Premiumisation in Hand Dishwashing
• CHART 43 Value Sales of Dishwashing 2020-2030
• CHART 44 Volume Sales of Dishwashing 2020-2030
• CHART 45 Value Sales of Dishwashing by Category 2025

WHAT'S NEXT?

• Automatic Dishwashing Expected to See Higher Growth as Dishwasher Penetration Rises
• CHART 46 Analyst Insight for Dishwashing
• Innovations in Grease Removal and Convenience Will Be Valued by Chinese Consumers
• Consumers Expected to Drive Demand for Safe and Effective Formulations
• CHART 47 Forecast Value Sales of Dishwashing 2020-2030
• CHART 48 Forecast Value Sales of Dishwashing by Category 2025-2030

COMPETITIVE LANDSCAPE

• Liby and Finish Maintain Leading Positions in Their Respective Categories through Diverse Strategies
• Opportunities for Brands through Offering Safe yet Powerful Products
• CHART 49 Company Shares of Dishwashing 2025
• CHART 50 Brand Shares of Dishwashing 2025

CHANNELS

• Offline Retail Remains Dominant, with Grocery Retailers Especially Popular
• Retail E-Commerce Sees a Rising Share of Sales
• CHART 51 Retail Channels for Dishwashing 2020-2025

ECONOMIC CONTEXT

• CHART 52 Economic Context for Dishwashing
• CHART 53 Real GDP Growth 2020-2030
• CHART 54 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 55 Consumer Context for Dishwashing
• CHART 56 Population 2020-2030
• CHART 57 Consumer Expenditure 2020-2030
• CHART 58 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

SURFACE CARE IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Surface Care Sees Modest Growth in 2025

KEY INDUSTRY TRENDS

• CHART 59 Key Industry Trends for Surface Care

INDUSTRY PERFORMANCE

• Segmentation Drives Premiumisation in Surface Care
• CHART 60 Dettol Launched a Home Care Disinfectants Specifically Designed for Pet Households
• Effortless Living Trend Fuels Demand for Convenient and Multifunctional Products
• Health and Wellness Drives Surface Care Innovation
• CHART 61 Lvsan Collaborates with Jd.Com to Launch a New Kitchen Cleaner Aligning with Health and Green Trend
• CHART 62 Value Sales of Surface Care 2020-2030
• CHART 63 Volume Sales of Surface Care 2020-2030
• CHART 64 Value Sales of Surface Care by Category 2025

WHAT'S NEXT?

• Shifting Consumer Preferences Expected to Drive Innovation and Growth
• Multi-Purpose Cleaners Will Emerge as the Key Growth Driver
• Business Strategies Could Turn to B2b, While Players Will Seek to Offer Efficiency and Smart Home Integration
• CHART 65 Forecast Value Sales of Surface Care by Category 2025-2030

COMPETITIVE LANDSCAPE

• Leading Brands Maintain Dominance through Innovation
• CHART 66 Company Shares of Surface Care 2025
• CHART 67 Brand Shares of Surface Care 2025

CHANNELS

• Retail E-Commerce Dominates Surface Care Sales in China
• CHART 68 Retail Channels for Surface Care 2020-2025

ECONOMIC CONTEXT

• CHART 69 Economic Context for Surface Care
• CHART 70 Real GDP Growth 2020-2030
• CHART 71 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 72 Consumer Context for Surface Care
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

BLEACH IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Sales Decline as Consumers Look for Safer, More Convenient Cleaning Solutions

KEY INDUSTRY TRENDS

• CHART 76 Key Industry Trends for Bleach

INDUSTRY PERFORMANCE

• Clorox Drives Multifunctionality Trend with Hybrid Cleaning Product
• CHART 77 Clorox Launched Cleaner + Bleach Multi-Purpose Cleaners, a Hybrid Product Integrating Daily Cleaning
• CHART 78 Value Sales of Bleach 2020-2030
• CHART 79 Volume Sales of Bleach 2020-2030

WHAT'S NEXT?

• Consumers Will Continue to Seek Multifunctional and More Convenient Products
• Surface Care Products Pose Strong Competition to Bleach
• B2b Could Offer Growth Opportunities
• CHART 80 Forecast Value Sales of Bleach 2020-2030

COMPETITIVE LANDSCAPE

• Liby and Whitecat Lead with an Established Brand Image, but Fragmentation Remains High
• CHART 81 Company Shares of Bleach 2025
• CHART 82 Brand Shares of Bleach 2025

CHANNELS

• Offline Retail Maintains Dominance, with Supermarkets and Hypermarkets Popular for Purchases
• Retail E-Commerce Gains Traction with Content-Driven Platforms
• CHART 83 Retail Channels for Bleach 2020-2025

ECONOMIC CONTEXT

• CHART 84 Economic Context for Bleach
• CHART 85 Real GDP Growth 2020-2030
• CHART 86 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 87 Consumer Context for Bleach
• CHART 88 Population 2020-2030
• CHART 89 Consumer Expenditure 2020-2030
• CHART 90 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

TOILET CARE IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Demand for Daily Maintenance Drives a Better Growth Rate for In-Cistern Devices

KEY INDUSTRY TRENDS

• CHART 91 Key Industry Trends for Toilet Care

INDUSTRY PERFORMANCE

• Fragrance Becomes Increasingly Important in Toilet Care to Enhance the Cleaning Experience
• Convenience and Demand for Effortless Living Drive Product Innovation
• CHART 92 Onefull Introduced Toilet Care Powder Featuring Convenient Application and Flexible Packaging
• CHART 93 Value Sales of Toilet Care 2020-2030
• CHART 94 Volume Sales of Toilet Care 2020-2030
• CHART 95 Value Sales of Toilet Care by Category 2025

WHAT'S NEXT?

• Growing Demand for Safe, Effortless Toilet Care Solutions
• CHART 96 Analyst Insight for Toilet Care
• In-Cistern Devices Expected to Lead Growth with Convenience and Efficiency
• Fragrances and Low-Effort Solutions Will Shape Future Product Development
• CHART 97 Forecast Value Sales of Toilet Care 2020-2030
• CHART 98 Forecast Value Sales of Toilet Care by Category 2025-2030

COMPETITIVE LANDSCAPE

• Leading Brands Maintain Dominance through Innovation and Distribution
• CHART 99 Company Shares of Toilet Care 2025
• CHART 100 Brand Shares of Toilet Care 2025

CHANNELS

• Offline Retail Remains Dominant, with Supermarkets the Leading Distribution Channel
• E-Commerce Platforms Drive Sales with Convenience and Promotions
• CHART 101 Retail Channels for Toilet Care 2020-2025

ECONOMIC CONTEXT

• CHART 102 Economic Context for Toilet Care
• CHART 103 Real GDP Growth 2020-2030
• CHART 104 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 105 Consumer Context for Toilet Care
• CHART 106 Population 2020-2030
• CHART 107 Consumer Expenditure 2020-2030
• CHART 108 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

POLISHES IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Ditaitai Drives Effortless Lifestyle with Product-Service Bundles

KEY INDUSTRY TRENDS

• CHART 109 Key Industry Trends for Polishes

INDUSTRY PERFORMANCE

• CHART 110 Ditaitai Captures "Effortless Lifestyle" Trend with Product-Service Bundles
• Shoe Polish Leads Sales Despite Overall Decline
• CHART 111 Volume Sales of Polishes 2020-2030
• CHART 112 Value Sales of Polishes by Category 2025

WHAT'S NEXT?

• Convenience and Product-Service Bundles Will Aim to Make Consumers' Lives Easier
• Shoe Polish Set to Lose Its Leading Position as Floor Polish Returns to Growth
• Health and Wellness and Safety Anticipated to Have an Impact
• CHART 113 Forecast Value Sales of Polishes 2020-2030
• CHART 114 Forecast Value Sales of Polishes by Category 2025-2030

COMPETITIVE LANDSCAPE

• Leading Brand Maintains Its Lead through Omnichannel Strategies
• CHART 115 Company Shares of Polishes 2025
• CHART 116 Brand Shares of Polishes 2025

CHANNELS

• Retail Offline Dominates, but Strong Growth Seen for Retail E-Commerce
• CHART 117 Retail Channels for Polishes 2020-2025

ECONOMIC CONTEXT

• CHART 118 Economic Context for Polishes
• CHART 119 Real GDP Growth 2020-2030
• CHART 120 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 121 Consumer Context for Polishes
• CHART 122 Population 2020-2030
• CHART 123 Consumer Expenditure 2020-2030
• CHART 124 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

AIR CARE IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Air Care Products Have an Evolving Role in Consumers' Homes

KEY INDUSTRY TRENDS

• CHART 125 Key Industry Trends for Air Care

INDUSTRY PERFORMANCE

• CHART 126 Air Funk Strengthens Health & Wellness Positioning Amid Rising Concerns over In-Car Air Quality
• Health Concerns Drive Demand for Hygiene-Focused Products
• CHART 127 Bitter Melon Fragrance Gains Traction as Niche Mood-Enhancing Home Scent
• Mood-Boosting Ingredients Fuel Growth in Air Care
• CHART 128 Value Sales of Air Care 2020-2030
• CHART 129 Volume Sales of Air Care 2020-2030
• CHART 130 Value Sales of Air Care by Category 2025

WHAT'S NEXT?

• Meituan and Taobao to Drive Growth through Rapid Delivery, and Consumers Look for Self-Care
• CHART 131 Analyst Insight for Air Care
• Liquid Air Fresheners to Remain the Largest Category and See the Strongest Growth
• Ai-Powered Fragrance Creation Expected to Shape Air Care
• CHART 132 Forecast Value Sales of Air Care 2020-2030
• CHART 133 Forecast Value Sales of Air Care by Category 2025-2030

COMPETITIVE LANDSCAPE

• Shanghai Johnson Ltd Maintains Its Lead Despite Share Decline
• CHART 134 Netease "Wenjian" Accelerates Private Label Disruption with Affordable Perfume-Style Air Care
• Private Label and Dtc Brands Are Driving Innovation and Growth
• CHART 135 Company Shares of Air Care 2025
• CHART 136 Brand Shares of Air Care 2025

CHANNELS

• Offline Retail Remains Dominant, with Supermarkets Particularly Significant
• Retail E-Commerce Accelerates Growth with Instant Delivery
• CHART 137 Retail Channels of Air Care 2020-2025

ECONOMIC CONTEXT

• CHART 138 Economic Context of Air Care
• CHART 139 Real GDP Growth 2020-2030
• CHART 140 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 141 Consumer Context of Air Care
• CHART 142 Population 2020-2030
• CHART 143 Consumer Expenditure 2020-2030
• CHART 144 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER

HOME INSECTICIDES IN CHINA

KEY DATA INSIGHTS

2025 DEVELOPMENTS

• Safer Alternatives Drive Sales in a Sluggish Market

KEY INDUSTRY TRENDS

• CHART 145 Key Industry Trends for Home Insecticides

INDUSTRY PERFORMANCE

• Electric Insecticides Dominates Due to Convenience and Safety
• CHART 146 Premise Launches New Spray/Aerosol Insecticides, Emphasizing Safety for Humans and Pets
• Health and Wellness Trend Shapes Product Innovation
• CHART 147 Value Sales of Home Insecticides 2020-2030
• CHART 148 Volume Sales of Home Insecticides 2020-2030
• CHART 149 Value Sales of Home Insecticides by Category 2025

WHAT'S NEXT?

• Safer and More Convenient Solutions Anticipated to Drive Sales
• Electric Insecticides to Maintain Dominance with Safety and Convenience
• Threats and Opportunities for Home Insecticides
• CHART 150 Forecast Value Sales of Home Insecticides 2020-2030
• CHART 151 Forecast Value Sales of Home Insecticides by Category 2025-2030

COMPETITIVE LANDSCAPE

• Leading Brands Maintain Strength through Offering Safety and Innovation
• CHART 152 Company Shares of Home Insecticides 2025
• CHART 153 Brand Shares of Home Insecticides 2025

CHANNELS

• Offline Retail Remains the Primary Sales Channel, with Supermarkets Leading
• Content-Driven E-Commerce Drives Growth in Sales via Retail E-Commerce
• CHART 154 Retail Channels for Home Insecticides 2020-2025

ECONOMIC CONTEXT

• CHART 155 Economic Context for Home Insecticides
• CHART 156 Real GDP Growth 2020-2030
• CHART 157 Inflation 2020-2030

CONSUMER CONTEXT

• CHART 158 Consumer Context for Home Insecticides
• CHART 159 Population 2020-2030
• CHART 160 Consumer Expenditure 2020-2030
• CHART 161 Population by Generation 2025

COUNTRY REPORTS DISCLAIMER