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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Hong Kong, China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Hong Kong, China?
- Which are the leading brands in Home Care in Hong Kong, China?
- How are products distributed in Home Care in Hong Kong, China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
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