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Country Report

Home Care in

Home Care in Hong Kong, China

Feb 2019

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Households in Hong Kong prefer multipurpose cleaning solutions

In 2018, home care maintained similar slow current value growth as in the previous two years. However, there has been a gradual change in consumer preference.

The predisposition towards Japanese brands

Japanese brands enjoy a favoured position in Hong Kong. This trend can be seen across all home care categories.

Airborne home care products are not popular amongst consumers

Sales of airborne home care products, such as car air fresheners, electric air fresheners and electric insecticides, declined in 2018, as consumers were wary of inhaling the potentially toxic materials in these products. According to trade sources, the common words associated with these products in product feedback are “chemicals”, “toxic” and “artificial”.

Supermarkets remains the largest sales channel; internet retailing catches up

Supermarkets remained the largest sales channel for home care products in Hong Kong in 2018. There are many supermarkets in Hong Kong, which makes it incredibly convenient to shop on the way to and from work.

Smaller products are preferred in light of the limited living space in Hong Kong

Due to the limited living space in Hong Kong, smaller sizes of products are preferred, even if they cost more. This trend can particularly be seen in laundry care, surface care, bleach and dishwashing.

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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

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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Hong Kong, China

HEADLINES

PROSPECTS

Value sales of car air fresheners are expected to decline in the forecast period

Consumers are wary of airborne air care products

Charcoal is the latest product trend

COMPETITIVE LANDSCAPE

Air Wick and Glade see declining shares in spray/aerosol air fresheners

Japanese brands benefit from the rise of Japanese department stores

The rising popularity of small Japanese brands will negatively affect larger brands

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Hong Kong, China

HEADLINES

PROSPECTS

Bleach gains from consumers’ desire for a single solution for cleaning

Bleach is popular for stain removal

Consumers do not mind paying more for smaller products

COMPETITIVE LANDSCAPE

Kao gains more loyalty in bleach

The importance of pack sizes

Private label loses its price advantage to imported brands

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Hong Kong, China

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Hong Kong, China

HEADLINES

PROSPECTS

Concern about airborne insecticides due to the fear of breathing in harmful materials

Safety features attract consumers to spray/aerosol insecticides, preventing decline

Demand for insecticide baits drops due to scepticism of their efficacy

COMPETITIVE LANDSCAPE

Bio Kill gains traction with its advertised biodegradable formula

Environmentally-friendly packaging

Concentrated value shares in home insecticides makes it difficult to penetrate

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Hong Kong, China

HEADLINES

PROSPECTS

Volume decline in liquid fabric softeners due to potential health concerns

Winners and losers in laundry detergents

Increasing interest in liquid tablet detergents

COMPETITIVE LANDSCAPE

Japanese laundry products receive attention

Ariel aggressively markets its powerful antibacterial formula

Ariel succeeds with liquid tablet detergents despite their high price point

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Hong Kong, China

HEADLINES

PROSPECTS

The move away from wooden flooring negatively affects sales of floor polish

Demand for shoe polish declines due to the dress-down culture

Changes in distribution

COMPETITIVE LANDSCAPE

Pledge continues to dominate the shrinking furniture polish category

Kiwi is the main brand of shoe polish which remains on shelves

The potential for product launches in shoe polish

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Hong Kong, China

HEADLINES

PROSPECTS

Multipurpose cleaners attract attention

Wash and wax floor cleaners declines as demand for wood flooring decreases

Home care disinfectants grows due to health concerns

COMPETITIVE LANDSCAPE

Dettol continues to lead home care disinfectants

Cif focuses its efforts on multipurpose cleaners

Unilever Hong Kong leads surface care, which is a consolidated category

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Hong Kong, China

HEADLINES

PROSPECTS

Sales of in-cistern devices decline due to the perceived lack of need

Sales of rim blocks and rim liquids fall due to cynicism about their effects

Toilet liquids/foam continues to see growth

COMPETITIVE LANDSCAPE

Production of Mr Muscle rim blocks stops due to low adoption

Toilet Duck continues to lead toilet liquids/foam

Marketing efforts via digital channels

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Hong Kong, China

New Report Guarantee

Executive Summary

New Report Guarantee

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

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

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

MARKET DATA

SOURCES

Air Care in Hong Kong, China

HEADLINES

PROSPECTS

Value sales of car air fresheners are expected to decline in the forecast period

Consumers are wary of airborne air care products

Charcoal is the latest product trend

COMPETITIVE LANDSCAPE

Air Wick and Glade see declining shares in spray/aerosol air fresheners

Japanese brands benefit from the rise of Japanese department stores

The rising popularity of small Japanese brands will negatively affect larger brands

CATEGORY DATA

Bleach in Hong Kong, China

HEADLINES

PROSPECTS

Bleach gains from consumers’ desire for a single solution for cleaning

Bleach is popular for stain removal

Consumers do not mind paying more for smaller products

COMPETITIVE LANDSCAPE

Kao gains more loyalty in bleach

The importance of pack sizes

Private label loses its price advantage to imported brands

CATEGORY DATA

Dishwashing in Hong Kong, China

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

CATEGORY DATA

Home Insecticides in Hong Kong, China

HEADLINES

PROSPECTS

Concern about airborne insecticides due to the fear of breathing in harmful materials

Safety features attract consumers to spray/aerosol insecticides, preventing decline

Demand for insecticide baits drops due to scepticism of their efficacy

COMPETITIVE LANDSCAPE

Bio Kill gains traction with its advertised biodegradable formula

Environmentally-friendly packaging

Concentrated value shares in home insecticides makes it difficult to penetrate

CATEGORY DATA

Laundry Care in Hong Kong, China

HEADLINES

PROSPECTS

Volume decline in liquid fabric softeners due to potential health concerns

Winners and losers in laundry detergents

Increasing interest in liquid tablet detergents

COMPETITIVE LANDSCAPE

Japanese laundry products receive attention