Current situation and development trend of laundry detergent

       During the period from December 2018 to November 2019 (i.e. the rolling year of November 2019), the sales of laundry detergent (including detergent, soap, liquid detergent and other quality laundry products) in the retail channels supervised by Nielsen reached 25.8 billion yuan (excluding department stores and online shopping channels), up 8% year on year. Among them, the market share of detergent increased from 23.5% to 29.4%, that of detergent decreased from 56.3% to 521%, and that of soap decreased from 2% It was reduced to 18.5%. Compared with the same period in 2012, the laundry detergent increased by 34.2% in 2013, and the detergent and soap showed negative growth (negative growth. 8% - 2%). Due to the weak performance of agricultural detergent and laundry soap, the growth momentum of detergent category has weakened compared with the same period last year (from 14% to 8%).
       However, laundry detergent still showed a double-digit growth rate, reaching 34%. Driven by such a gratifying growth momentum, laundry detergent continued to expand its territory in 2013 after surpassing agricultural soap to become the second largest market in laundry detergent category in 2012, and has already occupied about 30% of the market share. Compared with traditional laundry soap and detergent powder, agricultural detergent, as a new form of laundry, did not start its rapid development until 2008. In the first two years of the launch of agricultural detergent in the Chinese market, its positioning mostly takes the high-end route, and more than half of the market is concentrated in the first and second tier cities. Therefore, despite the rapid development in the first and second tier cities, the subdivided category of agricultural detergent still accounts for only 8% of the overall category of agricultural detergent. At the end of 2009, the international and domestic washing giants aimed at the good development prospect of the washing liquid market and entered the washing liquid market in a large scale.
       Driven by the strength of major giants, the laundry detergent market has entered a period of rapid development. All major brands have launched agricultural detergent products, with product lines covering high, medium and low prices, and have begun to penetrate into low-grade cities... Since 2012, after experiencing the rapid and natural development of laundry detergent, all major brands have begun to focus on finding new growth points for this category by tapping new consumer demand. Manufacturers began to emphasize the additional functions of laundry detergent, such as the introduction of agricultural detergent for different washing methods and the plant tomb bottom detergent for environmental protection and health appeal of Bangladesh. In 2013, the laundry detergent market continued to surge under the competition of various companies, and this subdivided category of laundry detergent developed towards a more professional direction. Although the sales volume of laundry detergent in China is growing rapidly, compared with developed countries, the share of laundry detergent in China is still relatively low. In the United States, the proportion of laundry detergent in the whole laundry detergent market has exceeded 80%, and in France, the proportion of laundry detergent is also more than 61%, while in China, laundry detergent only accounts for about 30%. It can be seen that the agricultural detergent market has huge growth potential, and there is a trend to replace detergent powder and soap in the future.