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Country Report

Home Care in

Home Care in Hong Kong, China

54 pages, Feb 2018

US$2,650

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Executive Summary

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Home care continues to record current value growth in 2017

Although Hong Kong is a small island territory, it contains over seven million people with more than 2,500,000 domestic households and has continued to be one of the most densely populated metropolises in the world for decades. Various types of cleaners and cleaning aids are essential to modern life; the metropolis' large population has laid a solid foundation for a strong home care market.

Convenience is king

Hong Kong enjoys a low unemployment rate and it has a sizeable labour force with a strong work ethic. The busy lifestyles of Hong Kongers drive the increasing need for high-performance home care products.

Bricks-and-mortar stores triumph over e-commerce

Bricks-and-mortar supermarkets and independent dispensaries remained the commonest distributors of home care products in 2017. With extensive networks of retailing outlets, consumers in Hong Kong still preferred shopping at physical stores.

The competitive landscape is static

International brands accounted for the lion’s share of value sales of home care products in 2017. Including both specialist brands and supermarket private label, these giant players led almost every category.

Reaching market maturity

Rising consciousness of environmental and hygiene issues and the potential threat of new viruses will continue to drive value growth of home care products over the forecast period. Growth at constant 2017 prices is set to be higher than volume growth within several categories, including home insecticides and laundry care, as product premiumisation takes place.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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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.

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Home Care in Hong Kong, China

EXECUTIVE SUMMARY

Home care continues to record current value growth in 2017

Convenience is king

Bricks-and-mortar stores triumph over e-commerce

The competitive landscape is static

Reaching market maturity

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Hong Kong, China

HEADLINES

PROSPECTS

Air care posts a small decline in 2017

Spray/aerosol and car air fresheners record growth in 2017

Oil essences supported by the wellness trend

COMPETITIVE LANDSCAPE

International brands dominate over local brands

Disinfection is important, as well as fragrances

Air care moving towards a dynamic future

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Hong Kong, China

HEADLINES

PROSPECTS

Bleach is the all-time germ killer

Insignificant product improvement in the mature category of bleach

Fear of health threats sustains demand

COMPETITIVE LANDSCAPE

Keen competition between the top two players

International brands dominate

Private label on the decline

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Hong Kong, China

HEADLINES

PROSPECTS

Value-added features drive growth within a mature category

Automatic dishwashing is still niche

Dishwashing set to record slow growth

COMPETITIVE LANDSCAPE

Lam Soon (HK) continues to lead dishwashing

Activity from Tesco

Green mentality still rather weak in Hong Kong

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Hong Kong, China

HEADLINES

PROSPECTS

Sales stay on upward trend

Pet ownership drives growth of other home insecticides

Marginal decline in performance anticipated

COMPETITIVE LANDSCAPE

International players continue to lead

Private label still insignificant despite a growing presence

Variety of products to widen

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Polishes in Hong Kong, China

HEADLINES

PROSPECTS

Staying on the downward trend

Shrinking flat sizes continue to drive sales declines for floor and furniture polish

Demand for shoe polish also falls

COMPETITIVE LANDSCAPE

SC Johnson’s stronghold in polishes unchallenged

Polishes remains a small category within home care

Low presence for private label

CATEGORY DATA

Table 39 Sales of Polishes by Category: Value 2012-2017
Table 40 Sales of Polishes by Category: % Value Growth 2012-2017
Table 41 NBO Company Shares of Polishes: % Value 2013-2017
Table 42 LBN Brand Shares of Polishes: % Value 2014-2017
Table 43 Forecast Sales of Polishes by Category: Value 2017-2022
Table 44 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Hong Kong, China

HEADLINES

PROSPECTS

Multi-purpose cleaners drives growth of surface care

Speciality cleaners decline in popularity among Hong Kong consumers

Too busy for housework

COMPETITIVE LANDSCAPE

The stronghold of international players

Private label is struggling

The green cleaning trend is yet to arrive

CATEGORY DATA

Table 45 Sales of Surface Care by Category: Value 2012-2017
Table 46 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 47 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 48 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 49 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 50 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2014
Table 51 NBO Company Shares of Surface Care: % Value 2013-2017
Table 52 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 53 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 54 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 55 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 56 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Hong Kong, China

HEADLINES

PROSPECTS

Weak performance by toilet care in 2017

Toilet liquids/foam remains the biggest category within toilet care

Demand for in-cistern devices reduces

COMPETITIVE LANDSCAPE

SC Johnson (HK) continues to dominate toilet care

Standard brands still outperform private label

The challenge of convenience-led consumers

CATEGORY DATA

Table 57 Sales of Toilet Care by Category: Value 2012-2017
Table 58 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 59 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 60 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 61 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 62 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Laundry Care in Hong Kong, China

HEADLINES

PROSPECTS

Sales continue to rise, despite category maturity, with a focus on concentrated products

Decline for standard powder detergents

Changing laundry habits limit the prospects for laundry care

COMPETITIVE LANDSCAPE

Static company shares within laundry care

Small brands striving for expansion

Green products remain niche

CATEGORY INDICATORS

Table 63 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 64 Sales of Laundry Care by Category: Value 2012-2017
Table 65 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 66 Sales of Laundry Aids by Category: Value 2012-2017
Table 67 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 68 Sales of Laundry Detergents by Category: Value 2012-2017
Table 69 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 70 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 71 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 72 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 73 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 74 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 75 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 76 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 77 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Hong Kong, China

New Report Guarantee

Executive Summary

New Report Guarantee

Home care continues to record current value growth in 2017

Convenience is king

Bricks-and-mortar stores triumph over e-commerce

The competitive landscape is static

Reaching market maturity

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Hong Kong, China

EXECUTIVE SUMMARY

Home care continues to record current value growth in 2017

Convenience is king

Bricks-and-mortar stores triumph over e-commerce

The competitive landscape is static

Reaching market maturity

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Hong Kong, China

HEADLINES

PROSPECTS

Air care posts a small decline in 2017

Spray/aerosol and car air fresheners record growth in 2017

Oil essences supported by the wellness trend

COMPETITIVE LANDSCAPE

International brands dominate over local brands

Disinfection is important, as well as fragrances

Air care moving towards a dynamic future

CATEGORY DATA

Bleach in Hong Kong, China

HEADLINES

PROSPECTS

Bleach is the all-time germ killer

Insignificant product improvement in the mature category of bleach

Fear of health threats sustains demand

COMPETITIVE LANDSCAPE

Keen competition between the top two players

International brands dominate

Private label on the decline

CATEGORY DATA

Dishwashing in Hong Kong, China

HEADLINES

PROSPECTS

Value-added features drive growth within a mature category

Automatic dishwashing is still niche

Dishwashing set to record slow growth

COMPETITIVE LANDSCAPE

Lam Soon (HK) continues to lead dishwashing

Activity from Tesco

Green mentality still rather weak in Hong Kong

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Hong Kong, China

HEADLINES

PROSPECTS

Sales stay on upward trend

Pet ownership drives growth of other home insecticides

Marginal decline in performance anticipated

COMPETITIVE LANDSCAPE

International players continue to lead

Private label still insignificant despite a growing presence

Variety of products to widen

CATEGORY DATA

Polishes in Hong Kong, China

HEADLINES

PROSPECTS

Staying on the downward trend

Shrinking flat sizes continue to drive sales declines for floor and furniture polish

Demand for shoe polish also falls

COMPETITIVE LANDSCAPE

SC Johnson’s stronghold in polishes unchallenged