Home care in 2024: The big picture
Overall value sales of home care in Hong Kong recorded marginal growth in 2024, mainly due to a strong focus on functionality offered by products with antibacterial and deodorisation features, which have added specific value to new launches. There were also a number of price adjustments driven by economic factors, such as global inflationary pressures, alongside the ongoing desire among local consumers to improve their quality of life.
2024 key trends
Post-pandemic, many local consumers continue to display a lingering habit of stringent hygiene routines, choosing home care products with disinfectant qualities. This has encouraged manufacturers to invest in new product development and marketing campaigns to appeal to their target audience.
Competitive landscape
Within the competitive landscape, international players Procter & Gamble HK Ltd, Kao (HK) Ltd, SC Johnson (HK) Ltd and Reckitt Benckiser HK Ltd maintained their positions in 2024, especially as new entrants were limited during the year due to falling demand in Hong Kong. This scenario encouraged players to adopt more conservative strategies in the local market.
Retailing developments
The relevance of many home care products for local consumers means that retail sales have not been as heavily impacted by economic pressures as other industries in Hong Kong, which has had an influence on the channel split. Many offline retailers have recorded a noticeable increase in footfall through their stores, combined with an increasing number of consumers choosing to buy their products from physical stores rather than via e-commerce, despite the latter channel’s improving penetration.
What next for home care?
Home care in Hong Kong is expected to see sustained, long-term marginal value growth over the forecast period, as many of these products continue to be perceived as more essential purchases among local consumers. Their generally low unit prices and widespread availability mean that sales will continue to grow, especially as the standards of cleanliness in Hong Kong continue to improve.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Hong Kong, China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Hong Kong, China?
- Which are the leading brands in Home Care in Hong Kong, China?
- How are products distributed in Home Care in Hong Kong, China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Hong Kong, China
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Hong Kong, China
KEY DATA FINDINGS
Stable demand for air care as consumer habits persist post-pandemic
Sales of car air fresheners continue to fall due to competition from other products
Retail e-commerce gains further growth momentum
Established trends across air care likely to be retained over the forecast period
Local brands expected to gain stronger penetration of air care in the coming years
Bleach in Hong Kong, China
KEY DATA FINDINGS
Bleach continues to decline post-pandemic
Odours and child safety concerns are also factors behind the decline of bleach
Despite negative trajectory, many local consumers continue to value bleach
Further fall in demand for bleach over the forecast period
International players to retain dominance, leaving limited room for local brands
Dishwashing in Hong Kong, China
KEY DATA FINDINGS
Consumers continue to seek products with antibacterial properties
Growing shift towards automatic dishwashing
Concerns about residue from automatic dishwashing products
Further focus on antibacterial/antiviral functionality within hand dishwashing
Increasingly fragmented competitive landscape as newer players lead sustainable innovation drive
E-commerce to become a mainstay for many local consumers
Home Insecticides in Hong Kong, China
KEY DATA FINDINGS
Low growth for home insecticides as consumers maintain healthy living environments
Spray/aerosol insecticides remains most popular format due to established use and affordability
Weak performances for other formats of home insecticides
Home insecticides to maintain certain trends over the forecast period
Use of natural ingredients set to gain momentum as consumers demand perceived healthier insecticide solutions
Retail e-commerce set to gain further share of distribution
Laundry Care in Hong Kong, China
KEY DATA FINDINGS
Laundry care remains under pressure from mobility, maturity and pricing pressures
Liquid tablet detergents continues strong performance in local market
International brands remain popular as expatriates slowly return
Further focus on functionality associated with health concerns
Consumption polarisation will maintain its momentum in Hong Kong
International brands set to strengthen their foothold in local market
Polishes in Hong Kong, China
KEY DATA FINDINGS
Despite further decline for shoe polish, demand from certain consumers remains relevant
Demand for furniture polish and floor polish continues to fall
International player SC Johnson retains dominance of polishes
Demand for polishes set to continue to fall as local consumers avoid polishing
Shoe polish will remain the largest value category
Surface Care in Hong Kong, China
KEY DATA FINDINGS
Surface care maintains solid demand as local consumers continue to stock up on essentials
Both multifunctionality and specific surface care prove popular with some consumers
E-commerce’s popularity persists due to convenience and expansion of options
Solid demand for surface care as hygiene concerns persist post-pandemic
Domestic brands aim to gain greater traction
Antibacterial features or products integrating baking soda set to remain popular
Toilet Care in Hong Kong, China
KEY DATA FINDINGS
Toilet care demand remains steady as hygiene habits persist post-pandemic
Toilet liquids/foam remains most popular format of toilet care in Hong Kong
Growing sales for in-cistern devices and rim blocks
Toilet care set for stable but undynamic performance over the forecast period
Smaller brands projected to gain greater share
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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