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Country Report

Hong Kong, China Flag Home Care in Hong Kong, China

| Pages: 66

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Home care sees positive current value growth

The essential nature of home care for households supported its current value growth in 2013. However, home care still slowed in current value performance during the year in view of the maturity of various categories. Consumers’ shift within different product types in the same category such as from spray/aerosol air fresheners to gel formats also constrained the overall growth potential of various categories. On the other hand, consumers were willing to trade up to more premium variants that can offer them added value such as multipurpose and convenience.

Consumers are increasingly value conscious

Strong marketing campaigns from players on the benefits of concentrated home care products such as laundry detergents at the end of the review period managed to take stronger effect on consumers’ minds in 2013. Consumers’ hectic lifestyles continued to drive their demand for convenience, especially to ease their load from household chores. Heightened media publicity and various education campaigns on environmental issues also raised consumers’ willingness to play a part in saving the earth. These factors thus contributed to consumers’ rising demand for concentrated home care products, enabling them to use less product to achieve the same or even better cleaning effect that also means being more eco-friendly.

International players form a strong barrier

The top five home care players are Kao (Hong Kong), SC Johnson (HK), Unilever Hong Kong, Lam Soon (Hong Kong) and Reckitt Benckiser HK, together accounting for more than half of home care value shares in 2013. Comprehensive product portfolios, aggressive marketing campaigns and most importantly, their longstanding presence in home care make these players almost impenetrable. Consumer loyalty to these international brands remains strong, as they trust the product quality offered. Domestic players and private label thus find it challenging to gain a strong foothold in home care, especially with their limited resources and product range. Therefore, 2013 saw these domestic players and private label still mainly competing on price points whereby they offered budget products for low-income consumers.

Convenience spurs retailing

Supermarkets remained the leading distribution channel for home care and its value share further increased during 2013. One-stop shopping convenience coupled with the wide outlet network of supermarkets in Hong Kong makes it easy for consumers to pick up home care products when needed. Strong bargaining power of supermarkets over their suppliers also make it possible for them to offer more competitive prices or even regular promotions versus other distribution channels, thus further attracting consumers to supermarkets. Though it still only accounts for a small value share, consumer demand for convenience also benefitted the performance of internet retailing during 2013. Ability to shop at any time of the day whilst enjoying doorstep delivery remained a key driver for this channel in 2013.

Home care to stagnate

Home care is expected to stagnate in constant value over the forecast period, mainly due to the maturity of various categories such as polishes and toilet care. Consumer demand for convenience is unlikely to falter in the forecast period, with them continuing to seek multifunctional home care products that can reduce the need to use different products for cleaning. The switch within different formats in the same category will thus continue to limit the overall potential of home care in the forecast period. Despite this, consumers will remain driven to trade up to premium home care products as long as they can justify their value-added benefits, especially if they can ease the cleaning process.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Hong Kong, China for free:

The Home Care in Hong Kong, China market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Hong Kong, China?
  • What are the major brands in Hong Kong, China?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Hong Kong, China?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Care in Hong Kong, China - Industry Overview

EXECUTIVE SUMMARY

Home care sees positive current value growth

Consumers are increasingly value conscious

International players form a strong barrier

Convenience spurs retailing

Home care to stagnate

KEY TRENDS AND DEVELOPMENTS

Hong Kong economic conditions as a positive factor

Demographics changes drives home care

Convenience surrounds home care distribution

MARKET INDICATORS

  • Table 1 Households 2008-2013

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2008-2013
  • Table 3 Sales of Home Care by Category: % Value Growth 2008-2013
  • Table 4 NBO Company Shares of Home Care: % Value 2009-2013
  • Table 5 LBN Brand Shares of Home Care: % Value 2010-2013
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2008-2013
  • Table 7 Distribution of Home Care by Format: % Value 2008-2013
  • Table 8 Distribution of Home Care by Format and Category: % Value 2013
  • Table 9 Forecast Sales of Home Care by Category: Value 2013-2018
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Home Care in Hong Kong, China - Company Profiles

Bonjour Holdings Ltd in Home Care (Hong Kong, China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bonjour Holdings Ltd: Key Facts
  • Summary 3 Bonjour Holdings Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Bonjour Holdings Ltd: Competitive Position 2013

Kao (Hong Kong) Ltd in Home Care (Hong Kong, China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kao (Hong Kong) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kao (Hong Kong) Ltd: Competitive Position 2013

Poly Clean Chemical Products International Ltd in Home Care (Hong Kong, China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Poly Clean Chemical Products International Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Poly Clean Chemical Products International Ltd: Competitive Position 2013

SC Johnson (HK) Ltd in Home Care (Hong Kong, China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 SC Johnson (HK) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 SC Johnson (HK) Ltd: Competitive Position 2013

Yick Fung Hong Cosmetic & Detergent Co Ltd in Home Care (Hong Kong, China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Yick Fung Hong Cosmetic & Detergent Co Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Yick Fung Hong Cosmetic & Detergent Co Ltd: Competitive Position 2013

Air Care in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2008-2013
  • Table 12 Sales of Air Care by Category: % Value Growth 2008-2013
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2008-2013
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2008-2013
  • Table 15 NBO Company Shares of Air Care: % Value 2009-2013
  • Table 16 LBN Brand Shares of Air Care: % Value 2010-2013
  • Table 17 Forecast Sales of Air Care by Category: Value 2013-2018
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2013-2018

Bleach in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Bleach by Type: % Value Analysis 2008-20123
  • Table 20 Sales of Bleach: Value 2008-2013
  • Table 21 Sales of Bleach: % Value Growth 2008-2013
  • Table 22 NBO Company Shares of Bleach: % Value 2009-2013
  • Table 23 LBN Brand Shares of Bleach: % Value 2010-2013
  • Table 24 Forecast Sales of Bleach: Value 2013-2018
  • Table 25 Forecast Sales of Bleach: % Value Growth 2013-2018

Dishwashing in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 26 Household Possession of Dishwashers 2008-2013

CATEGORY DATA

  • Table 27 Sales of Dishwashing by Category: Value 2008-2013
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Dishwashing: % Value 2009-2013
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2010-2013
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2013-2018
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2013-2018

Home Insecticides in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 33 Sales of Home Insecticides by Category: Value 2008-2013
  • Table 34 Sales of Home Insecticides by Category: % Value Growth 2008-2013
  • Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2013
  • Table 36 NBO Company Shares of Home Insecticides: % Value 2009-2013
  • Table 37 LBN Brand Shares of Home Insecticides: % Value 2010-2013
  • Table 38 Forecast Sales of Home Insecticides by Category: Value 2013-2018
  • Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2013-2018

Laundry Care in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Summary 13 Research Sources

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2008-2013
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2008-2013
  • Table 42 Sales of Laundry Aids by Category: Value 2008-2013
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2008-2013
  • Table 44 Sales of Laundry Detergents by Category: Value 2008-2013
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2008-2013
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
  • Table 47 NBO Company Shares of Laundry Care: % Value 2009-2013
  • Table 48 LBN Brand Shares Laundry Care: % Value 2010-2013
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2009-2013
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2010-2013
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2009-2013
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2010-2013
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2013-2018
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

Polishes in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2008-2013
  • Table 56 Sales of Polishes by Category: % Value Growth 2008-2013
  • Table 57 NBO Company Shares of Polishes: % Value 2009-2013
  • Table 58 LBN Brand Shares of Polishes: % Value 2010-2013
  • Table 59 Forecast Sales of Polishes by Category: Value 2013-2018
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2013-2018

Surface Care in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2008-2013
  • Table 62 Sales of Surface Care by Category: % Value Growth 2008-2013
  • Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2008-2013
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Surface Care: % Value 2009-2013
  • Table 66 LBN Brand Shares of Surface Care: % Value 2010-2013
  • Table 67 NBO Company Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2009-2013
  • Table 68 LBN Brand Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2010-2013
  • Table 69 Forecast Sales of Surface Care by Category: Value 2013-2018
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2013-2018

Toilet Care in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2008-2013
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2008-2013
  • Table 73 NBO Company Shares of Toilet Care: % Value 2009-2013
  • Table 74 LBN Brand Shares of Toilet Care: % Value 2010-2013
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2013-2018
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Home Care
    • Air Care
      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
        • Concentrated Spray/Aerosol Air Fresheners
        • Standard Spray/Aerosol Air Fresheners
      • Other Air Care
    • Bleach
    • Dishwashing
      • Automatic Dishwashing
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
        • Dishwashing Additives
      • Hand Dishwashing
    • Home Insecticides
      • Electric Insecticides
      • Insecticide Baits
      • Insecticide Coils
      • Spray/Aerosol Insecticides
      • Other Home Insecticides
    • Laundry Care
      • Carpet Cleaners
      • Fabric Softeners
        • Dryer Sheets
        • Liquid Fabric Softeners
      • Laundry Aids
        • Colour Safe Laundry Bleach
        • Curtain Care
        • Fabric Fresheners
        • Home Dry Cleaning
        • Spot and Stain Removers
          • In-Wash Spot and Stain Removers
          • Pre-Wash Spot and Stain Removers
          • Starch/Ironing Aids
          • Water Softeners
          • Other Laundry Boosters
          • Laundry Detergents
            • Automatic Detergents
              • Powder Detergents
                • Standard Powder Detergents
                • Concentrated Powder Detergents
              • Detergent Tablets
                • Compact Powder Tablet Detergents
                • Liquid Tablet Detergents
              • Liquid Detergents
                • Standard Liquid Detergents
                • Concentrated Liquid Detergents
              • Standard Detergents
                • Standard Powder Detergents
                • Standard Liquid Detergents
              • Concentrated Detergents
                • Concentrated Powder Detergents
                • Concentrated Liquid Detergents
                • Compact Powder Tablet Detergents
                • Liquid Tablet Detergents
            • Other Detergents
              • Bar Detergents
              • Hand Wash Detergents
              • Fine Fabric Detergents
        • Polishes
          • Floor Polish
          • Furniture Polish
          • Metal Polish
          • Shoe Polish
        • Surface Care
          • Household Care Wipes and Floor Cleaning Systems
            • Dry Electro-Static Wipes
              • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
              • Wipes and Refills (Dry Electro-Static)
            • Floor Cleaning Systems
              • Refills
                • Cleaning Solution
                • Refill Wipes/Pads
              • Starter Kits/Trigger Device
            • Impregnated Wet Wipes
              • All Purpose Cleaning Wipes
              • Furniture Polish Wipes
              • Toilet Care Wipes
              • Wet Floor Wipes
                • Starter Kits/Sweepers/Sticks (Wet)
                • Wipes and Refills (Wet)
              • Window/Glass Wipes
              • Other Impregnated Wipes
            • Starter Kits/Sweepers/Sticks (Excluding Wipes)
            • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • Bathroom Cleaners
          • Descalers
          • Drain Openers
          • Floor Cleaners
            • Standard Floor Cleaners
            • Wash and Wax Floor Cleaners
          • Household Antiseptics/Disinfectants
          • Kitchen Cleaners
          • Multi-Purpose Cleaners
          • Oven Cleaners
          • Scouring Agents
          • Window/Glass Cleaners
        • Toilet Care
          • In-Cistern Devices
          • ITBs
            • Rim Blocks
            • Rim Liquids
          • Toilet Care Mousse/Foam
          • Toilet Care Tablets/Powders
          • Toilet Cleaning Systems
          • Toilet Liquids

      Statistics Included

      For each category and subcategory you will receive the following data in Excel format:

      From Passport

      • Market Sizes
      • Company Shares
      • Brand Shares
      • Distribution
      • Pricing
      • Analysis by Fragrance
      • Analysis by power source
      • Analysis by Type
      • Possession Rates
      • Standard/Concentrated Fabric Softeners

      Market size details:

      • Retail volume
      • Retail volume % growth
      • Retail volume per capita
      • Retail value retail selling price % growth
      • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price % growth
      • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Retail volume alternative
      • Retail volume alternative % growth
      • Retail volume alternative per capita

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