WEST CHINA
2 medium-sized cities
Mega cities:Chengdu
2 smallcities
WHO IS THE CHINESE CONSUMER?
EAST CHINA
2 medium-sized cities
Mega cities:Shanghai
3 smallcities
NORTH CHINA
2 medium-sized cities
Mega cities:Beijing
3 smallcities
AGEin years
MEDIANHOUSEHOLD
INCOMERMB
FAMILYSTATUSChild’s age
WORKINGSTATUS
Full / Part time
051.5 LOADS PER DAY
DAYSPERWEEK
LAUNDRY FREQUENCY
ON AVERAGE
MACHINE WASHING
MOST COMMONLY USEDMACHINE WASH PROGRAMS
49% 19%
HAND WASHING
REASONS TO HAND WASH
PRE SOAK DURATION
HAND WASH DURATION30mins - 1 hour 15mins - 30mins > 15mins
SOUTH CHINA
2 medium-sized cities
Mega cities:Guangzhou
3 smallcities
Understanding our customers' needs is important to DuPont,so we spoke to a large cross-section of consumers from mega,medium and small cities across China.
30%
42%
28%
18-30
31-45
46-55
33%
37%
21%
9%
LESS THAN RMB 2,999
RMB 3,000 - 4,999
RMB 5,000 - 7,999
RMB 8,000 OR ABOVE
45%
24%
15%
19%
NO KIDS
< 6 YRS
7 - 12 YRS
13 - 18 YRS
70%
4%
25%
FULL TIME
PART TIME
NOT WORKING
OF LOADSARE SORTEDBEFORE WASHING
58%
24%
CONSUMERSUSE LESS
THAN THE RECOMMENDEDAMOUNT OF DETERGENT
MEASUREDETERGENTBY EYE
THE MAJORITY
USE THE CAPTO MEASURE DETERGENTOr another measuring device
94%Wash ona warmSetting
economy wash short cycle
47%Loads
half-full
29%Loadsfull
The better theeconomic/livingconditions, themore frequentlylaundry is done.
HAND WASHING IS STILLMORE COMMON THANMACHINE WASHING
WESTIdeas of belonging,
self-esteem and freedomare valued, due to issues
surrounding personalidentity.
EASTSocial networking
and looking good areimportant here. Romance, fashion
and environmentalismare valued.
SOUTHMore forward looking,
valuing discovery,creativity and
self-actualization.
NORTHA more traditional
society, valuing family,heritage, nature.
WHO ARE THEY?
COMMONLY ENCOUNTERED STAINS
WHAT’S THE PROBLEM?
HARDEST STAINS TO REMOVE
OPPORTUNITIES FOR INDUSTRY
HOW OFTEN DO THEY WASH?
FORMAT CHOICE
AWARENESS vs USAGE
LAUNDRY PRODUCT EXPECTATIONS
TOP EXPECTATIONS FOR LAUNDRY PRODUCTS
REMOVE TOUGH DIRT EASILY
KEEP COLORS BRIGHT
SMELL REFRESHING AND CLEAN
GREAT CLEAN FOR LESS
KEEP CLOTHES LOOKING NEW FOR A LONG TIME
MACHINE WASHING vs HAND WASHING
VERSUS
DOSING
WE SPOKE TO 2,150CONSUMERS FROM CHINA
WHERE ARE THEY FROM?
HOW DO THEY CLEAN THEIR LAUNDRY?
44%
PROBLEMS AND UNMET NEEDS
CHINESE CONSUMER LAUNDRY STUDY2013
70% OF HOUSEHOLDS HAVE PROBLEMS WITH LAUNDRY.
STAINS PER WEEK
BODY STAINS FOOD STAINS OUTDOOR STAINS
CRAYON PERMANENT MARKER
BLOOD FATRUST
STAINS WERE NOT FULLY REMOVED / PARTS REMAINED 19%
CLOTHES / ITEMS WERE LEFT CREASED OR WRINKLED 13%
TOO MUCH LATHER 11%
COLORS FADED 10%
CLOTHES / ITEMS REQUIRED EXTRA RUBBING 9%
THERE WERE MANY STAINS TO REMOVE 7%
WHITE CLOTHES / ITEMS GOING YELLOW 7%
PRODUCT DID NOT EFFECTIVELY CLEAN COLLARS AND CUFFS 7%
FABRIC SURFACE GOING BOBBLY 5%
DID NOT KILL GERMS 5%
Hand washing is the preferred method for cleaning, and is done more often than machine washing. Consumers do multiple small loads and underwear for hygiene reasons.
Separating underwear is thetop reason for sorting.
PRE-RINSED**
2
WHAT PRODUCTS DO THEY USE?3
SORTING AND TREATING
MOST LOADS ARE BASIC 'WASH & RINSE'. LESS THAN HALF ARE SOAKED BEFORE THE MAIN WASH.
20%10%
PRE-TREATED*
OF
* Infants’ and children’s clothes are often hand washed and pre-treated.** Delicate materials like wool and silk are more likely to be pre-rinsed.
Hand washing is typically performed by soaking garments for 20 minutesbefore rubbing garments by hand in the same detergent solution.
Only a small number of the washingmachine’s programs are used.
MACHINE WASH ONLY HANDWASH PREDOMINANTLY OR AS OFTEN AS THEY USE THEIR MACHINE
25% 63% 12%
36% 63%
Not a lot of items, no need to use the machine
It is not hygienic to wash some items (i.e. underwear, socks)in the machine
Some items are not very dirty,hand washing is enough
Some items have to be washedalone, so I don’t want to usethe machine for only one item
Some items claimthey “can only behand washed”
Some items are toodirty, machine cannotfully clean it
Hand washing ischeaper thanmachine washing
Some itemsare delicateand I’m afraid amachine washwill harm it
54%
53%
28%
15%
16%
19%
21%
26%
THE MOST COMMONLY USED PRODUCT IS
DETERGENT POWDERFOR BOTH MACHINE AND HAND WASH
THE NEXT MOSTPOPULAR CHOICE IS...
THE LEAST POPULAR CHOICE FOR BOTH IS A2-IN-1 DETERGENT AND FABRIC CONDITIONER
POWDER OR LIQUID
67%USE IT IN THE MACHINE
34%LIQUID FORMACHINE WASH
34%BARS FOR
HANDWASH
54%USE IT FOR HANDWASH
LEAST IMPORTANT CHARACTERISTICS
AWARENESS (%) EVER USED (%) CURRENTLY USING (%)
100
99
99
86
85
53
31
25
DETERGENT POWDER
DETERGENT LIQUID
SOAP
FABRIC CONDITIONER
BLEACH (ANY TYPE)
DISINFECTANT/LAUNDRY SANITIZER
PRE-TREATMENT PRODUCT
SOAP FLAKES
97%
79%
86%
52%
26%
36%
26%
32%
89%
73%
82%
69%
32%
42%
25%
75%
97
78
85
45
22
19
8
8
86
57
70
31
7
8
2
6
ALTHOUGH THERE ISHIGH AWARENESSOF BLEACH (85%),THERE IS LOW USAGE (7%).
ALTHOUGH THERE ISHIGH AWARENESS OF FABRICCONDITIONER (86%),THERE IS LOW USAGE (31%).
THERE IS ALOW AWARENESS OF PRE-TREATMENT PRODUCTS (31%),AND CORRESPONDINGLY LOW USAGE (2%)
51%
31%
26%
17%
15%
SO, WHAT DO THESE CONSUMERS WANT?
TOGETHER, WE CAN INSPIRE CLEANER IDEAS.
A PRODUCT THAT STOPS THE NEED FOR EXCESS RUBBING A product that could completely remove a large number of stains without extra rubbing would be welcomed, particularly for collars and cuffs.
COLOR PROTECTION AND WHITENESS PRESERVATION Consumers want to wash colors and whites together, so they don’t have to sort clothes into separate washes – making their lives more convenient.
HEALTH AND SAFETY BENEFITSConsumers not only expect great performance from a product – they also want products that consider their health & safety, delivering a clean that has anti-bacterial benefits and is gentle on sensitive skin.
The findings from this study will be used to inform our future solutions for the Chinese laundry market and beyond, because the Fabric & Household Care team at DuPont Industrial Biosciences is committed to developing market-driven products that meet real world needs.
Typically, households encounter an average of 3.5 stain types per week.
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