Home Care in Hong Kong, China


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Home Care in Hong Kong, China

The Hong Kong home care market saw continued moderate growth in 2019, with the character of demand shifting as a result of evolving consumer lifestyles and concerns. The pressure on space as a result of the typical size of modern Hong Kong homes is driving increasing demand for small packaging formats and products capable of performing multiple functions. The increasing pressure on consumer time as a result of hectic modern lifestyles is also influencing demand, dampening sales of products that...

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 2024 illustrate how the market is set to change.

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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Home Care in Hong Kong, China
Euromonitor International
February 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Evolving lifestyles and attitudes changing the character of demand
Pressure on domestic storage space influencing demand
Japanese brands growing in popularity
Growing emphasis on multi-functionality
Continued growth shaped by changing demand
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Health concerns adversely affecting air fresheners
Car air fresheners hit by health concerns and limited availability
Expanding offer in other air care
COMPETITIVE LANDSCAPE
Koyabashi takes advantage of Ambi-Pur’s reduced store-based distribution
Hakugen and ST Corporation dominate dynamic other air care category
Major multinational brands lack ready-made offer to target evolving demand trends
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 14 NBO Company Shares of Air Care: % Value 2015-2019
Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Strong demand for convenient storage of smaller pack sizes
Strong habit of bleach usage
Growth driven by convenience of use and storage
COMPETITIVE LANDSCAPE
Clorox and Kao dominate
Kao’s offer resonates with needs of Hong Kong consumers
Private label continues to lose share
CATEGORY DATA
Table 18 Sales of Bleach: Value 2014-2019
Table 19 Sales of Bleach: % Value Growth 2014-2019
Table 20 NBO Company Shares of Bleach: % Value 2015-2019
Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
Table 22 Forecast Sales of Bleach: Value 2019-2024
Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Table-top dishwashers driving demand for automatic dishwashing products
Manufacturers look to innovation to drive growth in hand dishwashing
Consumers use both automatic and hand dishwashing products
COMPETITIVE LANDSCAPE
Finish dominates automatic dishwashing powders
AXE Plus projects an innovative image
Japanese brands expanding
CATEGORY INDICATORS
Table 24 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2014-2019
Table 26 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 28 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 29 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Health concerns negatively impact airborne insecticides
Spray/aerosol insecticides more suited to needs of health-conscious consumers than other airborne products
Fumigators seen as an effective last resort
COMPETITIVE LANDSCAPE
A concentrated category
Speedtox extends lead despite falling sales
Bio Kill benefits from compatibility with evolving demand trends
CATEGORY DATA
Table 31 Sales of Home Insecticides by Category: Value 2014-2019
Table 32 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 34 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 35 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 36 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Ongoing shift from concentrated powder to concentrated liquid detergents
Liquid tablet detergents thrives on back of convenience and falling prices
Many Hong Kong consumers do their laundry away from home
COMPETITIVE LANDSCAPE
Ariel expansion bolsters P&G’s leading position
Ariel targets increasing consumer engagement in sport and exercise
Leading fabric softeners brands increase share
CATEGORY INDICATORS
Table 38 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 39 Sales of Laundry Care by Category: Value 2014-2019
Table 40 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Aids by Category: Value 2014-2019
Table 42 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 43 Sales of Laundry Detergents by Category: Value 2014-2019
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 49 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 51 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Floor polish hit by changing flooring and busy lifestyles
Shoe polish hit by rise of casual footwear
Furniture polish set for further decline
COMPETITIVE LANDSCAPE
SC Johnson (HK) Ltd dominates all three polishes categories
Kiwi working to adapt
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Starter kits/sweepers/sticks (dry electro-static) compatible with Hong Kong flooring
Consumers appreciate multi-functional products
Supermarkets dominate, but variety stores and e-commerce growing
COMPETITIVE LANDSCAPE
Cif expands share through focus on multi-purpose products
Zhang Da Shi Magic Wiper benefits from competitive pricing
Dettol increases leading share in home care disinfectants
CATEGORY DATA
Table 59 Sales of Surface Care by Category: Value 2014-2019
Table 60 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Surface Care: % Value 2015-2019
Table 64 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 67 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
SC Johnson seeks to stimulate interest in rim blocks
Little call for in-cistern devices
Toilet liquids/foam continues to expand
COMPETITIVE LANDSCAPE
SC Johnson dominates across categories
Toilet Duck focuses on developing digital activity
Limited appeal for new entrants
CATEGORY DATA
Table 69 Sales of Toilet Care by Category: Value 2014-2019
Table 70 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 72 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 73 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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