Recent Release: China Household Hard Surface Cleaning And Care Products 2013 :Now available at Market-Research-Reports.biz

With the population and economy growing, use of household cleaning products is also expected to expand. To take advantage of this, both domestic and foreign manufacturers are racing to build plants in China to establish their strategic footholds

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Introduction
Definition
Report structure
Methodology
Abbreviations

Executive Summary
The market
Figure 1: China – total market for household hard surface cleaning and care products, by value, 2008-18
Companies and brands
Figure 2: China top five household hard surface cleaning and care companies, by market share, 2012
The consumer
Person responsible for household cleaning and the floor types at home
Frequency of cleaning product usage
Places of purchase and factors considered important when buying

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Underlying Drivers and Barriers
Market drivers
Increasing average personal disposal income and the emerging middle class
Increasing number of households and house ownership
The emergence of new living concepts in China
Growth in furniture and electrical appliances ownership in China

Companies and Brands
Key points
Leading companies’ market shares
Figure 17: China household hard surface cleaning and care companies, by market share, 2010-12
Companies
SC Johnson & Son Inc. (http://www.scjohnson.com.cn/)
Figure 18: Recently launched products by Mr Muscle, 2010-June 2013
Guangzhou Blue Moon Co. Ltd. (http://www.bluemoon.com.cn/)
Figure 19: Recently launched products by Mr Muscle, 2010-June 2013

The Consumer – Frequency of Cleaning Product Usage
Key points
Kitchens and toilets/bathrooms the top two places receiving frequent cleaning
Figure 24: Frequency of product usage, September 2013
One fifth of households are currently non-users
Figure 25: Number of different types of cleaning product used, September 2013

The Consumer – Attitudes towards Household Cleaning and Product Usage
Key points
Figure 31: Attitudes towards cleaning products, September 2013
Three quarters would rather pay a bit more for well-known brand
Product innovation to meet evolving consumer needs


Appendix – Types of Floor at Home
Figure 63: Types of floor at home, September 2013
Figure 64: Most popular types of floor at home – Living room, by demographics, September 2013
Figure 65: Next most popular types of floor at home – Living room, by demographics, September 2013
Figure 66: Most popular types of floor at home – Kitchen, by demographics, September 2013
Figure 67: Most popular types of floor at home – Bedroom, by demographics, September 2013

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