Toilet Care in Hong Kong, China

PROSPECTS

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

In-cistern devices are not commonly used in Hong Kong. According to trade interviews, the water in Hong Kong is relatively soft, and rust and water scale seldom leave stains in the toilet bowl.

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

Rim blocks and rim liquids are advertised in Hong Kong; however, consumers are sceptical about their efficacy. They buy such products mainly for their odour-masking function, and this function can also be achieved by much better-received products, such as natural essential oils.

Toilet liquids/foam continues to see growth

Despite the current value decline of all other categories within toilet care in 2018, toilet liquids/foam continued to see growth. Such products are considered by consumers as easy to use, and also have a reasonable price.

COMPETITIVE LANDSCAPE

Production of Mr Muscle rim blocks stops due to low adoption

Due to the low adoption of Mr Muscle Fresh Discs, SC Johnson (HK) decided to halt production of the product. According to store checks, however, the product is still available in the majority of supermarkets; in most supermarkets, Mr Muscle Fresh Discs is the only such product available.

Toilet Duck continues to lead toilet liquids/foam

Toilet Duck continued to lead toilet liquids/foam in 2018, approaching two thirds of value sales. SC Johnson (HK) established the Toilet Duck brand in Hong Kong two decades ago – it has become a household name that is directly associated with toilet cleaning.

Marketing efforts via digital channels

Despite the long establishment of the Toilet Duck brand in Hong Kong, it has not slowed down its advertising efforts. The brand has dedicated its marketing efforts to pushing sales via digital channels.

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