Home Care in Hong Kong, China

Home Care in Hong Kong, China

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Demand for laundry care products grows as COVID-19 sparks hygiene concerns

Powder format phasing out as consumers prefer liquid products

Japanese brands are catching consumer’s attention in premium price range

RECOVERY AND OPPORTUNITIES

New washing machine technology poses a threat to laundry care

Range of products leads to rising prices and new players

COVID-19 demonstrates potential of e-commerce

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Surge in home-cooking during lockdown drives demand for dishwashing

Japanese brands on the rise in Hong Kong

Product development focuses on added value

RECOVERY AND OPPORTUNITIES

Cleaning habits to linger in the aftermath of COVID-19

Table-top dishwashers driving demand for automatic dishwashing products

Sustainability drive provides scope for innovation and product development

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Demand for surface care increases in 2020 as the pandemic sparks hygiene fears

Product development shifts from multi-purpose to specific purposes

Consumers trust big brand names more than private label as Dettol increases its share

RECOVERY AND OPPORTUNITIES

Technological gadgets pose a threat to surface care

Awareness of impact of chemical ingredients drives development of natural products

Hygiene awareness to spur growth in the forecast period following the COVID-19 pandemic

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Fear of contagion surged sales of bleach in 2020 during the COVID-19 pandemic

Big brands see sales soar as consumers opt for familiar names

Category restricted by slower turnover as consumers limit use of harmful bleach products

RECOVERY AND OPPORTUNITIES

Surge in sales expected to stabilise as the effects of COVID-19 subside

Bleach faces cross-category competition as consumers opt for more specific products

Strong demand for convenient storage and smaller pack sizes

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Demand for toilet care products grows in 2020 due to COVID-19 hygiene concerns

Toilet Duck and Kobayashi stimulate growth of rim blocks

Japanese brands gain ground in Hong Kong as supply shortages limit local provision

RECOVERY AND OPPORTUNITIES

Slow growth in store for toilet care as consumers are reluctant to ditch traditional cleaning methods

Toilet liquids/foam faces competition from rim blocks

Technology poses threat to toilet care as manufacturers develop innovative cleaning solutions

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Mature category declines as polish does not offer protection from COVID-19

E-commerce facilitates sales during the COVID-19 pandemic

Floor polish hit by changing flooring and busy lifestyles

RECOVERY AND OPPORTUNITIES

Polish set to further decline

Shoe polish hit by switch to casual footwear and work-from-home trends

Designer sneakers drives shift in shoe polish products

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Spray/aerosol air fresheners skyrocketed during the COVID-19 pandemic

Premiumization trend boosts liquid air fresheners and spray/aerosol air fresheners

Local brands benefit from professional brand images

RECOVERY AND OPPORTUNITIES

Health and wellness trends support premiumisation trend

Allergies spark switch from chemical-based air care products

New entrants expected to appeal to health and wellness trends

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Home insecticides less of a priority in 2020 as consumers focussed on the COVID-19 pandemic

Category dominated by three major players

Consumers move away from electric insecticides due to health concerns

RECOVERY AND OPPORTUNITIES

Spray/aerosol insecticides and insecticide baits to dominate the category

Consumers turn to home-made solutions to ward of bugs

Fumigators continue to be seen as effective last resort

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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