Source: Internet
How to deal with the changes and challenges of China’s cleaning products industry under the new situation?
In today’s society, as an indispensable part of people’s daily life, the development trend of the cleaning products industry has always attracted much attention. With the continuous upgrading of consumer demand and changes in the market environment, the cleaning products industry is undergoing unprecedented changes.
In today’s society, as an indispensable part of people’s daily life, the development trend of the cleaning products industry has always attracted much attention. With the continuous upgrading of consumer demand and changes in the market environment, the cleaning products industry is undergoing unprecedented changes.
- Current status of the development of the cleaning products industry
In recent years, the market size of the cleaning products industry has continued to expand. Data show that the scale of China’s cleaning products market has grown from 43.39 billion yuan in 2017 to 65.5 billion yuan in 2024, and is expected to exceed 100 billion yuan by 2030, with a compound annual growth rate (CAGR) of 7.2%. This growth trend not only reflects the increase in consumer demand for cleaning products, but also reflects the strong driving force for the development of the industry.
Data source: China Research and Development
In terms of competition, the toiletries industry presents diversified characteristics. International giants such as Procter & Gamble, Unilever, and L’Oreal occupy an important position in the Chinese market with their strong brand effect and mature supply chain system. However, local brands are not to be outdone and have risen rapidly through differentiated positioning and innovative strategies. For example, local companies such as Shanghai Jahwa and Yunnan Baiyao have successfully occupied a place in the market by focusing on specific consumer groups and launching distinctive toiletries.
In addition, emerging brands have also sprung up like mushrooms after rain. These brands usually use e-commerce platforms and social media for marketing and promotion, attracting young consumers with unique brand image and product positioning. Data shows that in the competition landscape of China’s toiletries market in 2024, international brands account for 45%, local head brands account for 40%, emerging brands account for 10%, and other brands account for 5%. This data shows that local brands and emerging brands are gradually narrowing the gap with international brands, and market competition is becoming more and more fierce.
Data source: China Research Institute
With the improvement of consumers’ living standards and the upgrading of consumption concepts, the quality requirements for toiletries are getting higher and higher. More and more consumers are beginning to pay attention to the safety, health and efficacy of products, and are willing to pay higher prices for high-end products. This trend has promoted the high-end process of products in the toiletries industry.
According to the “In-depth Research and Supply and Demand Assessment Report on China’s Laundry Products Market from 2025 to 2030” released by China Research Institute of Industry Research:
II. Analysis of the size of the laundry products market
(I) Significant regional development differences
From the perspective of regional distribution, China’s laundry products market shows significant regional development differences. East China leads the country with a market share of 35%, benefiting from high consumption power and mature supply chains; Central China and South China rely on demographic dividends and policy support, with a growth rate of 8%-10%, becoming emerging growth poles. This data shows that there are large differences in consumer demand and development potential in the laundry products market in different regions.
(II) Rapid development of sub-markets
In terms of sub-markets, the laundry products industry is also showing a trend of rapid development. For example, hair care series, scalp care and professional washing and care products for specific groups of people have gradually emerged to meet the unique needs of different consumers. Data show that the market size of hair care and scalp care products in the Chinese cosmetics market will be 31.216 billion yuan in 2024, a year-on-year increase of 33.45%. This data shows that market segments such as scalp care are becoming new growth points in the washing and care products industry.
(III) Online channels have become important sales channels
With the rapid development of e-commerce platforms and changes in consumer shopping habits, online channels have become an important sales channel for the washing and care products industry. According to data from the China Research Institute of Industry, the proportion of online channels in the sales of washing and care products has increased year by year, especially among young consumer groups, who have a stronger willingness to buy online channels. For example, the GMV of Douyin’s “Personal Care Festival” exceeded 350 million yuan in a single day, and the cumulative sales of Fenghua’s “Anti-hair loss shampoo” exceeded 8 million bottles. These data show that online channels have become an important way for washing and care product brands to expand the market and increase sales.
- Analysis of the future prospects of the toiletries industry
(I) Personalization and customization become new trends
With the continuous upgrading of consumer demand and the emergence of personalized needs, personalized and customized products will become a new trend in the toiletries industry. By analyzing consumers’ usage habits and preferences through smart devices and big data, toiletries brands can launch products that better meet consumers’ personalized needs.
(II) Environmental protection and health become important considerations
With the increase in consumers’ environmental awareness and the pursuit of healthy life, environmental protection and health will become important considerations for consumers to choose toiletries. More and more consumers are beginning to prefer plant ingredients and organic products, and environmentally friendly toiletries such as phosphorus-free, fluorescent-free, and easily degradable are favored by the market.
Conclusion: Finding certainty in change
The toiletries industry is undergoing a profound change from “quantity” to “quality”. In the future, only by using technology as a spear and user needs as a shield can we break through the red ocean of competition. Zhongyan Puhua will continue to track industry trends and provide cutting-edge insights and strategic support for investors and practitioners. For more latest professional analysis, please click on the “2025-2030 China’s Cleansing Products Market In-depth Research and Supply and Demand Assessment Report” of China Research and Development Institute.
