Home Care in Hong Kong, China - Research and Markets

Overall home care in Hong Kong saw growth in current value terms in 2023, mainly due to the focus on a number of functionalities in products, such as antibacterial and deodorisation features, which added value to new product launches. Growth was primarily supported by innovations such as product formula upgrades and packaging design improvements amidst eco-friendly concerns.

The 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 2028 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.

HOME CARE IN HONG KONG, CHINA

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Laundry care sees a volume decline as consumers relax post-pandemic
Liquid tablet detergents and fabric fresheners see growth due to increased product availability and strong marketing campaigns
International brands continue to dominate laundry care

PROSPECTS AND OPPORTUNITIES

Post-pandemic, functionalities associated with health will remain popular
International brands forecast to further increase their foothold in laundry care
Consumption polarisation will maintain its momentum in Hong Kong

CATEGORY INDICATORS

Table 60 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 61 Sales of Laundry Care by Category: Value 2018-2023
Table 62 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 63 Sales of Laundry Aids by Category: Value 2018-2023
Table 64 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 65 Sales of Laundry Detergents by Category: Value 2018-2023
Table 66 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 68 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 69 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 70 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 71 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 72 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 73 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 74 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers seek hand dishwashing products with antibacterial properties
Growing shift towards automatic dishwashing tablets, although from a low base
Concern about residue from automatic dishwashing products

PROSPECTS AND OPPORTUNITIES

Antibacterial/antiviral functionality set to be a mainstay in hand dishwashing
Increasing fragmentation as a result of new players offering sustainable products
E-commerce will increasingly become a mainstay for local consumers

CATEGORY INDICATORS

Table 11 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 12 Sales of Dishwashing by Category: Value 2018-2023
Table 13 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 15 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 16 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Many smaller categories maintain strong growth rates and see new launches
Bathroom cleaners and home care disinfectants drive growth
E-commerce becomes increasingly popular

PROSPECTS AND OPPORTUNITIES

Health habits set to endure post-pandemic
Domestic brands will endeavour to gain more traction in surface care
More products with antibacterial features and those containing baking soda expected over the forecast period

CATEGORY DATA

Table 18 Sales of Surface Care by Category: Value 2018-2023
Table 19 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 21 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 22 NBO Company Shares of Surface Care: % Value 2019-2023
Table 23 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 24 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 25 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 26 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 27 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Bleach continues to decline as pandemic demand ends
Odours and child safety concerns are also factors behind the decline of bleach
Bleach continues to be valued by many consumers and businesses

PROSPECTS AND OPPORTUNITIES

Bleach expected to show a continued volume decline over the forecast period
Local players will continue to hold limited shares as international players continue to dominate

CATEGORY DATA

Table 28 Sales of Bleach: Value 2018-2023
Table 29 Sales of Bleach: % Value Growth 2018-2023
Table 30 NBO Company Shares of Bleach: % Value 2019-2023
Table 31 LBN Brand Shares of Bleach: % Value 2020-2023
Table 32 Forecast Sales of Bleach: Value 2023-2028
Table 33 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Toilet care demand steady as hygiene habits from the pandemic endure
Toilet liquids maintains the highest sales due to habit and efficacy
In-cistern devices and ITBs remain smaller categories

PROSPECTS AND OPPORTUNITIES

Toilet care expected to see a slowing of growth over the forecast period
Smaller brands projected to gain share from SC Johnson

CATEGORY DATA

Table 34 Sales of Toilet Care by Category: Value 2018-2023
Table 35 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 36 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 37 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 38 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 39 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Despite a further decline for shoe polish, demand from certain consumer groups remains relevant
Sales of furniture polish and floor polish continue to decline

PROSPECTS AND OPPORTUNITIES

Demand for polishes set to continue to fall as local consumers avoid polishing
Shoe polish will remain the largest category
International player SC Johnson will continue to account for the majority of sales

CATEGORY DATA

Table 40 Sales of Polishes by Category: Value 2018-2023
Table 41 Sales of Polishes by Category: % Value Growth 2018-2023
Table 42 NBO Company Shares of Polishes: % Value 2019-2023
Table 43 LBN Brand Shares of Polishes: % Value 2020-2023
Table 44 Forecast Sales of Polishes by Category: Value 2023-2028
Table 45 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Air care continues to grow as habits established in the pandemic continue
Sales of car air fresheners continue to fall due to competition from other products

PROSPECTS AND OPPORTUNITIES

Trends across air care categories likely to remain similar in the forecast period
Local brands expected to gain stronger penetration of air care in the coming years
Retail e-commerce set to gain further growth momentum

CATEGORY DATA

Table 46 Sales of Air Care by Category: Value 2018-2023
Table 47 Sales of Air Care by Category: % Value Growth 2018-2023
Table 48 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 49 NBO Company Shares of Air Care: % Value 2019-2023
Table 50 LBN Brand Shares of Air Care: % Value 2020-2023
Table 51 Forecast Sales of Air Care by Category: Value 2023-2028
Table 52 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN HONG KONG, CHINAKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth is maintained in home insecticides due to the desire for a healthy home environment
Spray/aerosol insecticides accounts for the highest retail value sales and maintains growth
All other categories see declines

PROSPECTS AND OPPORTUNITIES

Trends seen in 2023 are set to continue over the forecast period
Natural ingredient home insecticides will see a spike in demand due to child-friendly, healthier image
Retail e-commerce will help maintain growth for home insecticides

CATEGORY DATA

Table 53 Sales of Home Insecticides by Category: Value 2018-2023
Table 54 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 55 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 56 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 57 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 58 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 59 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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