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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