一. Development status of daily necessities industry
Daily chemical products are divided according to their use: toiletries, household items, kitchen and bathroom supplies, decorative items, cosmetics, etc. A number of daily chemical brands are selling well in China, including Procter & Gamble, Unilever, and Sibao, which are "two treasures and one association", as well as famous Guangdong officials, Chongqing Oni, Ao Xue, Guangzhou Junlan Daily Chemical's Biting, etc. Well-known brands are enriching the domestic daily necessities market.
In June 2018, the total retail sales of social consumer goods nationwide was 3.0842 trillion yuan, a nominal increase of 9.0% year-on-year (actual increase of 7.0% after deducting price factors, the following are all nominal increases unless otherwise specified). From January to June, the total retail sales of social consumer goods was 1801.8 billion yuan, an increase of 9.4% year-on-year. Among them, the retail sales of consumer goods of units above designated size was 699.38 billion yuan, an increase of 7.5%.
Judging from the retail situation of daily necessities, the retail sales of daily necessities reached 47 billion yuan in June 2018, an increase of 15.8% compared with the same period last year. From January to June 2018, the national retail sales of daily necessities reached 253.9 billion yuan, a year-on-year increase of 12.6%
Monthly value and year-on-year growth rate of retail sales of daily necessities in 2017-2018
Source: public data collation
Related report: published by Zhiyan Consulting Network《2018-2024年中国日化用品产业竞争现状及未来发展趋势报告》
Cumulative retail sales value and year-on-year growth rate of daily necessities from 2017 to 2018
Source: public data collation
Comparison of the growth rate of retail sales of daily necessities and total retail sales of social consumer goods in 2017-2018
Source: public data collation
二. The future development direction of the daily necessities industry
At present, the unusually fierce market competition in the detergent industry has led to a decline in the company's gravitational ability. Judging from the current situation, low-carbon will be the only way for detergent companies to achieve sustainable development, and the transition to a low-carbon economy has become the general trend of world economic development. Internationally, developed countries have already started the process of detergent concentration and liquid washing in the early 1980s. Compared with developed countries, the washing products produced in my country generally have the problems of low active substance content, high content of inactive ingredients, and low proportion of concentrated and liquid products. With the advent of the global low-carbon era, the domestic detergent industry is also in line with the global detergent market. Looking to the future, China's detergent industry will focus on liquidization, concentration and green safety.
The proportion of liquid laundry detergent in the United States has exceeded 80% of the total laundry detergent. The proportion of liquid washing in detergents in other developed countries is relatively low. Among them, liquid laundry detergents in Japan account for 40% of the market for laundry products, and the proportion of liquid detergents in the EU has also reached more than 30%. In contrast, in my country, this proportion is only 13%, which is significantly lower than that of developed countries. Therefore, despite the rapid expansion of related companies in the liquid washing market in recent years, my country's liquid detergents still have huge development potential. In my country, the most obvious feature of the current liquidization process of washing products is that washing liquid has been widely recognized by consumers, and its market position has been gradually established, which poses a certain degree of challenge to the traditional status of washing powder.
Since 2009, the laundry detergent market has developed rapidly. Blue Moon, Tide, Langqi, Libai and other brands are consolidating and expanding their market positions. In the future, laundry detergent will become more and more popular. For consumers, laundry detergent is a new generation of safe and environmentally friendly washing products, which is more convenient to use. Its main characteristics are: the product is neutral, mild in nature, non-irritating, will not leave alkaline residue after washing, will not cause skin allergies and other symptoms, and will not damage the fabric. Secondly, compared to powdered solid products, the laundry detergent is more soluble in water, and the laundry will not be hardened by the residual solids. At the same time, the laundry detergent is easy to quantify, mostly bottled, which is convenient for storage and easy to take. For manufacturers, the manufacturing process and manufacturing equipment of laundry detergent are simple, and energy can be saved in the production process, which belongs to energy-saving products. At the same time, the investment in equipment for making laundry liquid is low, unlike the production of washing powder that requires large equipment, and there is no dust pollution, and the production is safer. In addition, since the washing liquid mainly uses water as a solvent or filler, the production cost is low. In recent years, in the field of personal cleansing, liquid products such as shower gel and hand sanitizer have been widely popularized and have replaced the market position of traditional soap products. In the future, laundry detergent will also replace traditional washing powder.
The main advantages of concentrated products are to reduce the use of fillers and packaging, and reduce transportation costs. At present, most of the washing powders produced in my country are still ordinary powders, which contain more non-effective chemical components, which not only wastes resources and increases consumption, but also affects product performance to a certain extent. In order to implement the development ideas of low-carbon economy and low energy consumption advocated by the state, it is a trend to vigorously promote concentrated detergents. At present, Japan's concentrated detergent has accounted for more than 95% of its detergent market share, the European Union's concentrated detergent powder also accounted for more than 40%, while my country's concentrated detergent only accounts for about 4% of the total detergent. The concept of sustainable development has long been popular in my country, and the country has also issued a series of supporting policies in energy conservation and emission reduction. Therefore, promoting the production of concentrated products (whether laundry detergent or washing powder) in the detergent industry can save energy consumption, save raw materials and packaging materials to a large extent, and greatly reduce transportation costs. Although the price of concentrated products is much higher than ordinary products, the effect of its use is also obvious. In contrast, the price-performance ratio of concentrated products is higher.
3. Green safety
Washing products are in direct or indirect contact with the human body. With the enhancement of people's health awareness, the requirements for chemical safety are becoming higher and higher. Today's consumers are increasingly demanding detergent products, which must be safe and environmentally friendly, without hurting the skin and fabrics, and must be used with good results. Therefore, the surfactant raw materials used should have excellent properties such as mildness, low irritation, and easy degradation. Therefore, mild surfactants such as APG, AEC and betaine will be increasingly used in formulations. Using biological resources as raw materials to produce surfactants is an inevitable way for the detergent industry to achieve sustainable development. To this end, it is necessary to increase the breadth and depth of the use of renewable resources, strengthen the research and development and application of surfactant products with strong functionality and good biodegradability, and strengthen the research, development and application of surfactants using renewable resources as raw materials . Taking MES (fatty acid methyl ester sulfonate) as an example, many companies are optimistic about its development prospects and are committed to the preparation and application of the product. In this generation where green environmental protection is promoted everywhere, consumers' consumption ideas are constantly changing. Green, safe, environmentally friendly and healthy products that conform to the trend of the times are more easily accepted and loved by consumers, and will become the main development direction of the future detergent market.
Like the country's macro situation, my country's detergent industry is currently in a period of important strategic opportunities that can make a big difference: the total amount of products will develop more, and the product structure will become more reasonable. Overall, the development of the industry is inevitable. The structural development focus of detergent products also tends to be low-carbon, especially based on liquidization, concentration and green safety.