Surface Care in Hong Kong, China

PROSPECTS

Multipurpose cleaners attract attention

Whilst there are a plethora of surface cleaners with specific cleaning purposes, consumers in Hong Kong prefer to have one product for multiple purposes. According to trade sources, sales of cleaning products with specific purposes (such as window/glass cleaners, kitchen cleaners, bathroom cleaners, etc.

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

According to companies offering flooring materials, imports of wood flooring are falling along with limited exports from Canada due to forest protection regulations. Installing wood flooring in Hong Kong has become more of a challenge, as the cost of the material has risen.

Home care disinfectants grows due to health concerns

For home cleaning, consumers Hong Kong consumers turn to three main products – multipurpose cleaners, home care disinfectants and bleach. However, the growth of home care disinfectants was not as aggressive as that of multipurpose cleaners, as purchases of home care disinfectants are usually for homes with young children, or the elderly with long-term sickness, who use them out of habit and due to their special requirements.

COMPETITIVE LANDSCAPE

Dettol continues to lead home care disinfectants

Thanks to its long-established position, Reckitt Benckiser’s Dettol brand accounted for more than half of value sales in home care disinfectants in 2018. According to trade sources, consumers mostly use Dettol all-purpose antiseptic cleaners as a replacement for standard floor cleaners and toilet cleaners, despite the fact that Dettol has lines of products specifically for these purposes.

Cif focuses its efforts on multipurpose cleaners

Cif, a brand from Unilever Hong Kong in multipurpose cleaners, accounted for more than half of value sales in this category in 2018. A noticeable trend from the brand was that instead of promoting single-purpose products, it put effort into releasing multipurpose cleaners.

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

In 2018, Unilever Hong Kong continued to lead surface care in value terms, with its Cif and Domestos brands. Thanks to its focus on multipurpose cleaners, Unilever saw share growth throughout the review period, taking the lead in surface care in 2016 and maintaining this position until 2018.

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