Household Care in Hong Kong, China
Euromonitor International's Household Care in Hong Kong, China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 88 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Slow growth is seen in household care
Household care has reached maturity in Hong Kong. Volume growth has slowed for a couple of years, and innovations are lacking in many categories. Except air care, products in almost all categories could be regarded as basic necessities, with most households using the products. There is little force to drive growth except population growth. Unless innovative products are launched and are able to draw consumer attention, the trend will remain the same.
High inflation leads to robust growth in value terms
Despite the low volume growth, value growth saw a strong increase of 5% in 2007. The inflation rate continued to increase fast in Hong Kong, driven by the inflation in mainland China, from where most of the food, raw materials and products are imported, and also worldwide inflation in general. Unit prices of household care products saw a general high rise, further boosted by the retail chains. However, it was quite strange that the rise in unit prices did not reflect the popularity of the products or the trends in the categories; prices were just increased whenever possible. Private label, which is not popular in the household care market in Hong Kong, saw increases in unit prices in 2007, together with the rest of the other brands.
Domestic firms are catching up with the multinationals
In general, people in Hong Kong have a special preference for branded products, especially for imported products. In household care, it is no different. Most of the market share in 2007 was held by the multinational companies, who have established a strong image for their brands. However, some domestic firms have been catching up thanks to their quality and lower priced products. Lam Soon (Hong Kong) Ltd is one example, with the company ranked first in hand dishwashing and second in scouring agents. Other domestic firms have also been extending their brand share in household care. Although it is far from the share held by the multinational firms, the growing trend of domestic firms was observed.
Health and beauty stores and department stores complement the sales of supermarkets
Chained supermarkets/hypermarkets dominates distribution in all household care categories in Hong Kong. This is mainly driven by the supermarket shopping culture, whereby consumers prefer to shop in places which can offer a comfortable environment. However, other channels such as health and beauty retailers and department stores serve as platform for new product launches as these channels are often made up of female consumers who are the targeted audience for household care products. They often have special festivals to focus on the promotion of particular categories of products. Sometimes, product trials are given to customers in department stores to promote products. These strategies increase awareness of their products and aid the sales at the supermarkets where the prices are relatively cheaper.
Static forecast growth in a mature market
Demand for household care products will be challenged by low population growth and household growth in the forecast period. Categories such as laundry care, dishwashing products, chlorine bleach and polishes will see a decline, whilst categories such as air care, surface care and insecticides will see positive growth, as consumers are increasingly aware of the importance of hygiene for themselves and their families.
Table of contents
HOUSEHOLD CARE IN HONG KONG, CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow growth is seen in household care
High inflation leads to robust growth in value terms
Domestic firms are catching up with the multinationals
Health and beauty stores and department stores complement the sales of supermarkets
Static forecast growth in a mature market
KEY TRENDS AND DEVELOPMENTS
Stagnant growth in the number of households impacts on sales
Preference for small packaging, and convenient, concentrated products
Value added features appeal to consumers
High slotting allowances in chained supermarkets/hypermarkets discourages new product development
Unit prices fluctuate due to price setting by the chained supermarkets/hypermarkets
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HONG KONG, CHINA
CHAMP YEAR CHEMICAL LTD - HOUSEHOLD CARE - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Champ Year Chemical Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Champ Year Chemical Ltd: Competitive Position 2007
LAM SOON (HONG KONG) LTD - HOUSEHOLD CARE - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Lam Soon (Hong Kong) Ltd: Key Facts
Summary 5 Lam Soon (Hong Kong) Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Lam Soon (Hong Kong) Ltd: Competitive Position 2007
LI & FUNG HONG KONG - HOUSEHOLD CARE - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Li & Fung Hong Kong: Key Facts
Summary 8 Li & Fung Hong Kong: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Li & Fung Hong Kong: Competitive Position 2007
POLY CLEAN CHEMICAL PRODUCTS INTERNATIONAL LTD - HOUSEHOLD CARE - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Poly Clean Chemical Products International Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
YICK FUNG HONG COSMETIC & DETERGENT CO LTD - HOUSEHOLD CARE - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Yick Fung Hong Cosmetic & Detergent Co Ltd: Key Facts
Company background
Production
Summary 12 Yick Fung Hong Cosmetic & Detergent Co Ltd: Production Statistics 2007
Competitive positioning
Summary 13 Yick Fung Hong Cosmetic & Detergent Co Ltd: Competitive Position 2007
LAUNDRY CARE IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN HONG KONG, CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012