Laundry care witnessed dramatic changes in 2020 within an otherwise mature home care category in Hong Kong due to the impact of COVID-19. Spiking hygiene concerns and prolonged home seclusion contributed to the rapid growth of liquid tablet detergents while reducing the need for stain-removing and fabric-softening products.
Despite the overall declines recorded by laundry care in 2021, there have been notable performances from several areas of the category, including liquid tablet detergents which is set to record another year of double-digit retail volume and current value growth. More importantly, the popularity of this format of laundry detergents potentially heralds the future of laundry care that is more convenient, releases accurate dosing, and is multifunctional.
In addition to the lingering impact of COVID-19 on local consumers, 2021 has also witnessed increasing numbers of premium products enter the category, each with their own definitions of “better laundry care experience". Brands are taking three main directions to convert consumers; better-looking products with premium packaging designs, better-smelling products with perfume-quality fragrances, and better-feeling products with eco-friendly concepts.
Over the forecast period, sustainability will continue to be one of the most significant trends in home care. Since laundry care has long been a source of heavy plastic waste because of its packaging, this would prelude an escalating reform on packaging design.
The ongoing popularity of liquid tablet detergents will likely unleash potential for further innovations within laundry care, as consumers grow less sceptical of non-traditional formats. Therefore, further resources are likely to be invested into new product development and innovation, in addition to more diverse product types in Hong Kong.
According to the 2021 annual reports of several leading home care players, the increasing importance of women in the workforce has already been reshaping housework norms. As women devote greater time and energy to their careers, their male partners, on the other hand, are becoming increasingly involved in household chores.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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