According to iResearch estimates, the laundry detergent market will exceed 80 billion RMB in 2021, with a year-on-year growth rate of 5.5%.

The Chinese laundry care category maintains stable expansion, including liquid detergents, laundry pods, fabric softeners, disinfectants, and scent boosters. The market is expected to approach the 100 billion mark by 2024.

Full health integrates four dimensions: User health (people-centric, safety & rights), Employee health (inclusive & diverse environment), Social health (business ethics, equity, safety), and Environmental health (reduce climate & biodiversity impact).

These four groups each represent >15% of China’s total population, becoming the core strategic cohorts driving “full health”. The Healthy China 2030 initiative pushes the health industry into a golden decade, powered by policy dividends, economic shifts, social awareness, and tech innovation.

After COVID-19, laundry habits changed notably: separate washing of outdoor clothes from home wear/underwear increased from 35.1% to 41.5%. The share of consumers adding disinfectant to every wash rose from 17.3% to 23.1%.

Online laundry disinfectant sales grew ~50% in 2020 and remained strong in H1 2021 (+43% YoY). Segmented washing and hygiene-oriented products (antibacterial laundry liquids, underwear-specific detergents) are booming.

Survey shows that 74% of respondents say a brand’s “full health” attributes affect their purchase decisions. Among Gen Z (youth group), the willingness is even higher. Meanwhile, consumers rated household cleaning products relatively lower on “environmental health” (due to the chemical product stereotype), indicating significant room for improvement.

On a 5-point scale, “environmental health” perception leaves considerable room for growth — a new anchor point for laundry brand elevation.

Washing machine manufacturers reduce excessive detergent use, aligning with “environmental health” goals. These advances create collaboration opportunities for detergent brands.

Environmental and climate issues are high priority, and carbon neutrality targets are integrated into corporate strategy. Laundry brands are implementing sustainability in raw materials, packaging, production, logistics, and usage.

• Recyclable/reduced plastic packaging, refill pouches to lower carbon footprint.
• Bio-enzyme formulas reducing energy needed for cold-water washing.
• Supply chain carbon management and social environmental initiatives.

The report recommends brands adopt eco-friendly raw materials, minimalist packaging, and properly amplify ESG momentum — building a three-dimensional brand value system that resonates with health-oriented consumers.

A full-health laundry branding framework: product innovation (skincare-like formulas, food fragrances, concentrated pods) — crossover marketing (Gen Z, IP collabs) — environmental health advocacy — data-driven consumer insights. Respond rapidly to emerging trends.

The iCValue™ perception model (information Creates Value) helps brands: Perceive trends → Lock hotspots → Identify opportunities. It empowers household cleaning brands to seize the full-health wave through category expansion, product innovation, brand positioning, and CEM experience management.

Data sources: iResearch report "New Laundry Opportunities under Full Health Trends (Oct 2021)" — based on EcTracker e-commerce monitoring, online surveys (N=660, N=605), publicly available data, and iResearch modeling.

Under the full-health trend, traditional pharmaceutical manufacturers are expanding into home and personal care, bringing scientific credibility. Consumers increasingly value health attributes in laundry brands. Pharmaceutical R&D heritage can convey “medical-grade peace of mind”.

Future growth will come from cross-licensing, bioactive ingredients (botanical extracts, enzymes) and clinical endorsements, creating a blue ocean in the laundry industry.

⚡ Dual-track: concentrated pods & large-pack liquids co-exist. Crossover marketing and anime IPs quickly win Gen Z. Skincare-inspired formulas and food-like scents reshape home care perceptions.

🌱 Consumers are willing to pay a premium for “full health” attributes. Investment in environmental and social health directly influences decisions among Gen Z and middle-class families. Building a full-health image should become the strategic core for laundry marketers.

📢 Actionable recommendations: 1. Eco-packaging & carbon neutrality roadmap; 2. Visible health-tech ingredients (amino acids, enzymes, botanical extracts); 3. Story-driven ESG communication; 4. Cross-category collaborations to amplify professional health washing credentials.