Executive Summary

Feb 2019
PROSPECTS
Table-top dishwashers push up demand for automatic dishwashing powders

Whilst traditional upright dishwashers are powerful and convenient to use, volume sales are limited in Hong Kong as they are bulky and require significant space. In 2017, demand for economic table-top dishwashers rocketed in Hong Kong, as they provide a compact solution for households.

Consumers alternate between hand dishwashing and using dishwashers

Whilst hand dishwashing remains the main way of washing dishes in Hong Kong, the significant growth in the availability of table-top dishwashers has encouraged consumers to use compact dishwashers. However, the majority of people in Hong Kong who own a table-top dishwasher only use it when there is a full load.

Product functions extend to washing fruit and other produce

According to trade sources, some producers of dishwashing liquids claim that their products can be used to remove pesticides from the surface of fresh fruit and other produce. Consumers in Hong Kong were more inclined to buy dishwashing liquids with such a feature; they believed that these products would not contain chemicals harmful to the human body, even though they might not necessarily use them to wash their food.

COMPETITIVE LANDSCAPE
Finish dominates automatic dishwashing powders, but competition is expected

Finish was still the main brand offering automatic dishwashing powders in 2018. Despite the aggressive growth in demand for dishwashers, Finish was still the only automatic dishwashing powder offered in most supermarkets.

Lam Soon (HK) continues to lead hand dishwashing with two different brands

Lam Soon (HK) continued to lead hand dishwashing in value terms in Hong Kong in 2018, with its brands AXE and Labour. Lam Soon was established in Hong Kong in 1961, and still enjoys the benefits of first-mover advantage.

AXE sees constant product development

According to store checks, AXE dishwashing liquid takes up significant shelf space with a wide range of products. One notable product development was that it was innovative with regard to the fragrances of its detergents, targeting the product towards young families.

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Dishwashing in Hong Kong, China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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 Dishwashing industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing 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 Dishwashing in Hong Kong, China?
  • What are the major brands in Hong Kong, China?
  • What is the dishwasher penetration rate in Hong Kong, China?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in Hong Kong, China - Category analysis

HEADLINES

PROSPECTS

Table-top dishwashers push up demand for automatic dishwashing powders
Consumers alternate between hand dishwashing and using dishwashers
Product functions extend to washing fruit and other produce

COMPETITIVE LANDSCAPE

Finish dominates automatic dishwashing powders, but competition is expected
Lam Soon (HK) continues to lead hand dishwashing with two different brands
AXE sees constant product development

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Hong Kong, China - Industry Overview

EXECUTIVE SUMMARY

Households in Hong Kong prefer multipurpose cleaning solutions
The predisposition towards Japanese brands
Airborne home care products are not popular amongst consumers
Supermarkets remains the largest sales channel; internet retailing catches up
Smaller products are preferred in light of the limited living space in Hong Kong

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources