Home Care in Hong Kong, China

Abstract
Demand for home care in Hong Kong continued to marginally decline in 2022, although this drop in retail volume sales was not as high as in 2021, due to home seclusion in the first half of the year as the fifth wave of the pandemic hit the city. Spending greater time at home, including remote working, saw consumers retain stringent cleaning routines, thereby supporting further demand for surface care and toilet care, in particular. Players looked to leverage consistent demand for some categories...

Euromonitor International's Home Care in Hong Kong, China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Home Care in Hong Kong, China
February 2023

List Of Contents And Tables

HOME CARE IN HONG KONG, CHINA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Declining demand for laundry care as government switches to “living with virus” strategy in late 2022
Positive performances by liquid tablet detergents and fabric softeners driven by greater product availability and effective marketing campaigns
Further penetration of retail e-commerce as players roll out and improve loyalty programmes, attracting greater interest
PROSPECTS AND OPPORTUNITIES
Antibacterial and antiviral features will be major focus for local consumers
International brands set to strengthen their foothold within laundry care
Consumption polarisation will maintain its momentum in Hong Kong
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Antibacterial and antiviral dishwashing products gain consumers’ attention
Increasing demand for hand dishwashing due to home seclusion in first half of 2022
PROSPECTS AND OPPORTUNITIES
Antibacterial/antiviral functionality to be remain relevant features of hand dishwashing
Existing players to retain leadership, but local brands are gaining in popularity due to sustainability innovation
Retail e-commerce to further penetrate dishwashing in coming years
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2016-2021
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for surface care in 2022 due to heightened hygiene awareness and fifth wave of the pandemic
Supermarkets dominates distribution but retail e-commerce continues to gain ground
PROSPECTS AND OPPORTUNITIES
A less dynamic performance expected, but demand for surface care will remain elevated over the forecast period
Domestic brands to gain greater traction within surface care in a landscape dominated by multinationals
Antibacterial features or products integrating baking soda powder are expected to persist over the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further declines for bleach despite stronger demand in early 2022 during home seclusion
Household usage limitations and strong odour are main factors behind declining demand for bleach in Hong Kong
PROSPECTS AND OPPORTUNITIES
Further waning demand for bleach over the forecast period due to market conditions and health concerns
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for toilet care due to heightened hygiene concerns
Toilet liquids/foam remains most popular format due to affordability and consumer familiarity
PROSPECTS AND OPPORTUNITIES
Toilet care set to experience modest growth over forecast period
Multinationals will continue to dominate sales, but local brands are likely to gradually gain share
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite further declines for shoe polish in 2022, demand from certain consumer groups remains relevant
Sales of furniture and floor polish supported by prolonged home seclusion
PROSPECTS AND OPPORTUNITIES
Polishes predicted to experience slower retail volume declines over the forecast period
Dominance of SC Johnson makes it difficult for other players to compete
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for air care in 2022 supported by home seclusion and new product launches
Sales of car air fresheners continue to fall due to limited mobility and competition from other products
PROSPECTS AND OPPORTUNITIES
Local brands expected to gain stronger penetration of air care in the coming years
Retail e-commerce set to gain further growth momentum as distribution channel
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN HONG KONG, CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for home insecticides in 2022 due to home seclusion and rising temperatures leading to prevalence of insects
Consistent declines for other types of insecticides in line with general hygiene standards and health concerns
PROSPECTS AND OPPORTUNITIES
Natural home insecticides set to gain in popularity due to perceived lower health risks
Retail e-commerce to play more vital role in sales of natural insecticides
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027