Xiaoxuan Su

Guangdong Wincom Flavors & Fragrances Co., Ltd., China

Overview of fabric cleaner market

From 2009 to 2014, in the Asia Pacific region,traditional powder detergent market and bar detergent market grew slowly, while the market of liquid detergent and fabric softeners developed rapidly. In China’s market,the liquid detergent had a growth rate up to 23%, taking the first place; followed by fabric softener, with a growth rate of 16%. The market share of powder detergent increased by 5.1%, taking the last but one place (Figure 1).This fully demonstrates that the traditional fabric cleaning is being gradually transformed from powder detergent to liquid detergent. The market share of powder detergent decreases gradually, but that of liquid detergent grows rapidly.

Furthermore, it is expected that the rapid growth trend of fabric cleaner market will be continued; the market of laundry care products grew powerfully at an annual average compound growth rate up to 16.4%during 2009–2014, and the sales amount broke through RMB 75.2 billion in 2014. Consumers increasingly pay attention to personal hygiene, which promotes laundry frequency; and the consumption transition from powder detergent to liquid detergent reveals the consumers’ trading-up purchase behavior. It is expected that this market will continuously maintain powerful growth during 2014–2019 (Compound annual growth rate of 14.6%), and will reach RMB 148.7 billion in 2019 (Figure 2).

Figure 1. Compare of the market share of powder detergents and liquid detergent

Figure 2. Total sales amount in Chinese market of laundry care products, 2009–2019

The concept of the fabric cleaner market declares the following: “deep cleaning”means the products meet consumers’ most basic requirement for washing function;“enjoyable experience”means the products are provided to consumers mostly in the forms of category extension and new product launch, to much more meet consumers’emotional demands; “natural care”means the products are based on modern consumers’ attention and demands for product safety, and requirements for plant extraction and no chemical residue, etc.

The top five scent types of global fabric cleaning products during 2010–2015 are as follows: flower scent,fresh and clean scent, mixed flower scent, delicate/herbal/woody scent, and aromatherapy/emotion regulating scent(Figure 3). The scent type ranked in the China’s market in the same period is as follows: flower scent, fresh scent with flower scent mixed, delicate/herbal/woody scent,fresh and clean scent, and orange scent (Figure 4). In the China’s market, the percentage of flower scent is 48.1%,far higher than those of other scent types. As can be seen from the percentages of scent types in the global and China’s markets in recent five and a half years, the differences and similarities are as follows: flower scent is the mainstream scent type in the China’s market and even in the global market, with percentages up to 48.1% and 19% respectively; and fresh and clean scent is also liked by consumers. The evident scent type differences with reference value are that orange scent type takes the eighth place in the global market but leaps into the top five in the China’s market, and aromatherapy/emotion regulating scent type takes the ninth place in the China’s market but the fifth place in the global market.

Figure 3. Percentages of scent types of fabric cleaning products during 2010–2015(global)

Figure 4. Percentages of scent types of fabric cleaning products during 2010–2015 (China)

The growth rate of the China’s market in the future will be higher than other mature markets, and it will necessarily attract international and domestic brands to engage in the fierce market share competition. Among fabric cleaning products, behind the double-digit growth of liquid detergent, there is increasingly fierce competition in the high-end laundry care market. Concept segment is a breakthrough of product innovation and competitiveness enhancement for all enterprises and brands. Scent type is also one of the important factors for consumers. Scent is one of the important engines for all brands to seize the market with their new products.

Analysis of Chinese consumers behavior

The investigation report for analysis of Chinese consumers behavior was given. There are 545 volunteers in total participated in the internet-based questionnaire survey.

The investigation objects were women aged 22–45.Among them, bachelor degree accounted for 64%, above bachelor degree accounted for 13%, and below bachelor degree accounted for 23%. Multi-choice questions were included in the questionnaire, and the questions related to the following: whether they smell the scent or not before purchase, whether they paid attention to the information on the package when purchasing laundry products, how often they buy laundry product and why they convert to other brand (Figure 5).

Figure 5. When purchasing a product for the first time, if any, which product(s) would you smell first in a shop before you made a decision for purchase?(Multi-choice)

For liquid detergent and fabric softener products, most consumers would open bottle caps to smell the products when buying (see Figure 6).

Figure 6. When you purchase a laundry product, which the following information do you pay attention to?

Consumers will pay attention to scent type/ price/quantity/ efficacy when purchasing.

Mainly scent type/ non-allergic reaction to skin/ public praise/ sales promotion are dominant (Figure 7).

Figure 7. Please tell us which three factors mainly cause you to change brands of laundry care products

Fresh, clean, pleasant, and emotional scent types are very potential in China, and the scent conforming to this condition is called “Chinese-style” scent, dominated by mixed flower (moisturizing, fruit) scent (Figure 8).

Figure 8. For every laundry care product you use, please give the scent type you expect

We can see from the investigation results of consumers’purchase behavior that scent is one of the most important factors that influence the consumers’ purchase of laundry products. Fresh, pleasant and emotional fragrance is the most popular among consumers.

Development trend of fabric cleaning products

The new trend of future products will comply with the principle of equilateral triangle; the so-called principle of equilateral triangle is Natural, Fun, and Technical. Natural:nature source, including mildness without irritation, and natural extraction. Fun: the future products shall bring sensory pleasure to the users, including vivid color and fun, making fabric cleaning more fun. Technical: modern high technology is one of the important factors for production innovation, bringing more convenience and more excellent use functions to the consumers.

Liquid, concentration and safety, energy saving,consumption reduction, environmental protection,and safety are important factors to ensure healthy and sustainable development of the society.

In the future, when choosing the products, the consumers will be not only consider the basic functions such as stain removal, whitening and cleaning, but also take into account factors such as living style and aesthetic demands.

In respect of product development trend: firstly,excavation of value added functions will be one of the USP strategies in the future product development, in addition to the functions declared by the many brands as stain removal, color protection, whitening and odor removal.Secondly, it will be further segmented by laundry materials and even colors, such as silk /wool/cashmere, down coat,bedding, jean, radiation protection suits, and black clothes,white clothes and colored clothes. Kaimi developed a series of products for special-purpose washing, and reward has given further segmented in the field of radiation protection suits. Thirdly, segmented clothes care is conducted for special objects, (e.g., female, male, children, infants,and even pregnant women), and even for a specific population. Specially designed products are needed for different washing demands based on the living habits and environments of different populations. High-end fabric cleaning market will be a battleground in the future. How to find high-end unique USP strategy from specific objects and consumer segmention is a major direction of future high-end product development. Fourthly, economic and environment friendly requirements will be presented (e.g.,concentration formulations, and low-foam formulations);product innovation will be conducted from environmental protection. Fifthly, concentration. Amway occupies some share in the concentration market. The advantage of concentration is that consumers interpret concentration as great value for money and convenient to use. For an enterprise, concentration can increase product profit.Moreover, answer the call of environmental protection is the enterprise’s responsibilities. For the display in a shop,concentration can save space, offer reasonable use of shelf.For environmental protection, concentration can reduce the packaging waste and emissions of greenhouse gas.

The future fashion trend of scent will be reflected in the following three aspects: more attempts, category crossover and persisten scents. Firstly, more scent types and inspirations come from perfumes, and scent types with added value and purchase decision power are the kind of simple method to improve functional categories.Scent types can help segment categories. For example, it can be developed fabric cleaning products with different scent types for different occasions, different seasons, and different emotions of consumers; different scent types for different populations, such as men and teenagers can also be used. In addition, different aromatherapy methods based on different times like daytime and night can also be used. Secondly, more category crossover products.Fabric care products can share the scent of perfumes, and the scent of deodorants. Scent has the core function in the added values of products, and much more has such added values as relieving stress, and adjusting emotion. Thirdly,persistent scents. Perfume tablet covers fabric care and deodorant and makes the fragrance last for longer time.Customization service for delicate scent can make the cleaned clothes emit changing scent all day long.

What’s the future fashion trend of scent types? 1)Focus on the added value of fragrance. 67% of perfume users are interested in perfumes that can relieve stress and relax the mind, and 23% will purchase for this function.Unilever has developed a concentrated biological liquid detergent mixed rose and jasmine under the Surf brand,which is characterized by awakening and emotion adjusting functions due to the employed new scents, in addition to clothes cleaning function. 2) Sleeping fragrance. 60% of perfume users are interested in perfumes that can be used at night, and 20% of them express to be willing to purchase for this. Therefore, Procter & Gamble has developed a series of fabric cleaning products—Sweet Dream series. The main feature of this series is that it is used on all bedroom fabrics(bed sheet, sleepwear), to help create an ideal sleeping environment, so that the consumers feel relaxed and fall asleep easily. This regimen has been recognized by the National Sleep Foundation of USA. 3) Delicate perfume.Downy fabric cleaner series, with dual perfumes micro capsule (PMCs). These PMCs are touch-activated, so every time you rub your clothes, they burst and release different scents. So during the day you experience different kinds of scents and add a smooth layer of comfort to the fibers in fabric. 4) Wear perfume on you cloth. Some overseas fabric cleaning products use carriers, including perfume capsule,to allow the cleaned clothes to emit perfume-like scent that they can wear everyday. 5) Laundry detergent pod and mixing technology. Ariel laundry detergent pod has innovate state and appearance of fabric cleaning product.Lakma strefa of Poland offers mixed powder and gel using an innovative mixing technology, creating a new selling point and a product with visual difference. 6) Aromatherapy and essence oil scent type: argan oil and other essence oils.At present, the global products using this feature include the Risparmio Casa Bucato Perfetto argan oil liquid detergent sold in the Italian market by Inchipla, which declares with strong argan oil perfume scent; the Silan “Aromatherapy Secrets” fabric softener sold in the Netherlands market by Henkel, which specially contains argan oil and jasmine,offering a happy and fresh feeling; Surf of Unilever,enriched with 5 essence oils, such as lavender, eucalyptus,tee tree, pine and mint; the Dual Power professional fabric detergent sold in the Italian market by Italchimica, declares to be enriched with pleasant argan essence oil; the Silan soft & essence oil fabric softener sold in the Belgium market by Henkel, which is enriched with precious essence oil,bring unique soft sense and delicate secnt. 7) Luxury scent inspirations are from delicious food and champagne. The Lenor “Happiness” fabric softener of Procter & Gamble is a limited edition out of the attractive champagne scent series,with main scents including grapefruit, blackcurrant and occidental pear.

The percentages of scent type combination of fabric cleaning products in the global market in recent 6 months show that the percentage of flower scent is 21.09%, that of fresh & clean scent type is 6.25%, taking the second place,and that of green/herbal/woody scent is 4.69%, taking the fourth place. The percentage of flower scent in recent 6 months is evidently higher than in the previous five years,and is also far higher than that of other scent types (Table 1). Nevertheless, what specific scent types are popular in the global market? See the top five flower scents for details - lavender, flower scent (mixed flower scent or single flower), fresh flower scent, refreshing flower scent,and aloe scent (Figure 9).

Table 1. Percentages of scent type combinations of fabric cleaning products in the global market in recent 6 months

Figure 9. Specific types and percentages of flower scent of new fabric cleaning products in the Chinese market in recent 6 months

The percentages of scent type combinations of new fabric cleaning products in the Chinese market in recent 6 months are as follows: the flower scent type accounts for 37.09%, the percentage of green/ herbal/ woody scent type has increased to the second place, compared to that in the previous five years, and the fresh & clean scent type mixed with orange scent type takes the fourth place (Table 1). In the Chinese market, the top five flower scent types are in turn lavender scent, flower scent (mixed flower scent or single flower scent), refreshing flower scent, refreshing flower scent mixed with lemon scent, and rose scent(Figure 10). The big differences of the scent types between the global and China’s markets are as follows: the aloe scent takes the fifth place in the global market, whereas the rose scent takes the fifth place in the Chinese market.

Table 2. Percentages of scent type combinations of new fabric cleaning products in the Chinese market in recent 6 months

Figure 10. Specific types and percentages of flower scents of new fabric cleaning products in the global market in recent 6 months

The future overall development of the products and the improved laws and regulations will make the whole fabric cleaning industry more normalized. Scientific and technological innovation will bring product to upgradate and update. Communication will keep brands, products and the consumers zero distance, and help the enterprises understand the consumers’ demands, experience in use,and constant demand change due to environmental factors,age, living quality improvement, living role change, and even the change of the selected purchase channels. The enterprises should always upgrade and improve products and focus on different channels, to meet the demands of the target consumer, and prevent loss of the consumer. In the future, customization and further market segmentation will become the new trends of fabric cleaning products.