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Mood-Boosting Ingredients Reshape Consumer Expectations
The home care market in Hong Kong, China demonstrated resilience in 2025, with value growth driven by inflationary pressures and a gradual shift towards premiumisation across key categories. With relatively stable economic conditions, as indicated by the rising median disposable income per household in 2025, the market is expected to remain attractive. The growing importance of e-commerce as a complementary channel to physical stores underscores the need for brands to adopt omnichannel strategies. As consumers increasingly prioritise health, wellness and sustainability, brands that innovate and demonstrate credible sustainability commitments are likely to succeed.
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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
Mood-Boosting Ingredients Reshape Consumer Expectations
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Mood-Boosting Ingredients Reshape Consumer Expectations
Sustainability and Health Drive Dynamic Growth in Surface Care
Health and Wellness Reshaping Home Care Consumer Choices
Chart 2 Lam Soon Elevates Dishwashing with Axe Plus+ Featuring Hyaluronic Acid for Skin-Friendly Cleaning
Chart 3 Value Sales of Home Care 2020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Consumers to Drive Demand for Multifunctional and Eco-Friendly Products
Eco-Friendly and Multifunctional Trends Shape Business Strategies
Sustainability to Become a Core Expectation
Chart 6 Seventh Generation Launches Fragrance-Free Dishwasher Cleaner with Eco-Friendly Features”
Chart 7 Forecast Value Sales of Home Care 2020-2030
Chart 8 Forecast Value Sales of Home Care by Category 2025-2030
Established Players Maintain Their Leading Positions through Innovation and Brand Equity
Health and Wellness Drives Premiumisation and Innovation
Chart 9 Kao Launches New Hypoallergenic Floor Cleaner under Magiclean Brand in Hong Kong
No Significant Mergers or Acquisitions
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Physical Stores Lead Home Care Sales Thanks to Their Wide Assortments
E-Commerce Grows as Complementary Channel with Premium Offerings
Omnichannel Strategies Key to Future Success in Home Care
Chart 12 Analyst Insight for Home Care
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Hong Kong, China
Key Data Insights
Sustainable Formulations Gain Traction among Local Consumers
Chart 21 Key Industry Trends for Air Care
Sustainable Formulations Gain Traction among Local Consumers
Liquid Air Fresheners the Largest and Fastest-Growing Category
Health and Wellness Drives Demand for Eco-Friendly Products
Chart 22 Scentair Expands Sustainable Fragrance Line with Three New Eco-Friendly Scents
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Premium Offerings and Digital Marketing to Drive Growth
Liquid Air Fresheners Will Maintain Their Dominance, Helped by Dynamic Growth
Sustainability and Wellness to Shape Future Product Development
Chart 26 Air Wick Launches Sparkling Citrus 5-in-1 Spray in Hong Kong
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Leading Players Stay Ahead through Innovation and Marketing
Chart 29 Air Wick Launches Sparkling Citrus 5-in-1 Spray in Hong Kong
Scentair and Air Wick Lead Innovation with Eco-Friendly and Wellness-Focused Products
Strategic Acquisition Reshapes Competitive Dynamics
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Supermarkets Remained the Dominant Sales Outlets for Air Care Products
Retail E-Commerce Gains Traction for Premium Air Care Products
Chart 32 Analyst Insight for Air Care
Offline Channels Continue to Dominate Due to Consumer Preferences
Chart 33 Retail Channels for Air Care 2020-2025
Chart 34 Economic Context for Air Care
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in Hong Kong, China
Key Data Insights
Consumers Shift to Gentler Cleaning Alternatives
Chart 41 Key Industry Trends for Bleach
Consumers Shift to Gentler Cleaning Alternatives
Health and Wellness Trend Drives Changes in Consumer Behaviour
Household Income Influences Purchasing Decisions
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Consumers Will Increasingly Favour Gentler Cleaning Alternatives
Smaller Formats to Gain Traction as Major Brands Dominate
Eco-Friendly Trends to Reshape the Bleach Industry
Chart 44 Forecast Value Sales of Bleach 2020-2030
Leading Players Maintain Their Dominance through Extensive Distribution
Stability and Sustainability Concerns Likely to Shape the Future
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Physical Stores Dominate Bleach Sales with Wide Assortments
Retail E-Commerce Emerging as Complementary Channel
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Hong Kong, China
Key Data Insights
Modest Growth in Dishwashing Driven by Lifestyle Changes
Chart 55 Key Industry Trends for Dishwashing
Modest Growth in Dishwashing Driven by Lifestyle Changes
Hand Dishwashing Dominates, Automatic Dishwashing Making Gains
Health, Wellness and Sustainability Shape Dishwashing Trends
Chart 56 Seventh Generation’S 2025 Sustainable Dishwashing Innovation in Hong Kong
Chart 57 Value Sales of Dishwashing 2020-2030
Chart 58 Volume Sales of Dishwashing 2020-2030
Chart 59 Value Sales of Dishwashing by Category 2025
Consumers Expected to Prioritise Health, Hygiene and Sustainability
Automatic Dishwashing Will See More Dynamic Growth but Hand Dishwashing Will Remain Dominant
Chart 60 Analyst Insight for Dishwashing
E-Commerce to Drive Sales with Convenience and Accessibility
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales of Dishwashing by Category 2025-2030
Lam Soon Maintains Dominance with Axe and Labour Brands
Lam Soon Launches Axe?Plus+ Triple-Action Dishwashing Liquid
Chart 63 Lam Soon's AXE Plus+ Triple-Action Dishwasing Liquid
No Significant Mergers or New Product Launches Reported
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Supermarkets Remain the Dominant Channel for Dishwashing Sales
Retail E-Commerce Gains Share with Convenience and Variety
No Emerging Retail Brands or Concepts Reported for 2026
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Hong Kong, China
Key Data Insights
Modest Retail Current Value Growth Driven Mostly by Price Increases
Chart 74 Key Industry Trends for Home Insecticides
Modest Retail Current Value Growth Driven Mostly by Price Increases
Spray/Aerosol Insecticides Lead Sales Thanks to Their Convenience and Effectiveness
Evolve Drives Sustainability with Non-Lethal Rodent Control Solutions
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Value Sales of Home Insecticides by Category 2025
Consumers to Drive Demand for Safer and More Sustainable Solutions
Chart 78 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides to Remain the Leading Category
Retail E-Commerce to Gain Further Share of Distribution
Chart 79 Forecast Value Sales of Home Insecticides 2020-2030
Chart 80 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson and Li & Fung Maintain Market Dominance
Chart 81 Eco-Friendly Pest Control Aligned with Health and Climate Needs
New Entrants and Sustainability Drive Market Opportunities
Chart 82 Company Shares of Home Insecticides 2025
Chart 83 Brand Shares of Home Insecticides 2025
Supermarkets and Variety Stores Lead Retail Distribution
Retail E-Commerce Gains Ground with Premium Products
No New Retail Brands or Concepts Emerge in 2026
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Hong Kong, China
Key Data Insights
Kao's Multi-Functional Laundry Products Drive Premium Growth
Chart 92 Key Industry Trends for Laundry Care
Kao's Multi-Functional Laundry Products Drive Premium Growth
Chart 93 Kao Attack Launches Multi-Functional Indoor Laundry Stick in Hong Kong (2025)
Laundry Detergents Dominate Sales with Continued Innovation
Mood-Boosting Ingredients and Quick Wash Drive Dynamic Growth
Chart 94 Value Sales of Laundry Care 2020-2030
Chart 95 Volume Sales of Laundry Care 2020-2030
Chart 96 Value Sales of Laundry Care by Category 2025
Consumers to Drive Premium and Sustainable Laundry Solutions
Laundry Detergents Will Remain Dominant, Backed by Innovation
Quick-Wash Cycles among the Key Trends Shaping the Future of Laundry Care
Chart 97 Forecast Value Sales of Laundry Care 2020-2030
Chart 98 Forecast Value Sales of Laundry Care by Category 2025-2030
Procter & Gamble, Kao and Unilever Maintain Their Dominance, Backed by Their Innovation
Kao and Lenor Drive Innovation with Multifunctional and Mood-Boosting Products
Chart 99 Analyst Insight for Laundry Care
Chart 100 Lenor Launches Mood-Boosting Scent Booster Beads in Hong Kong with Long-Lasting Freshness
Stable Competitive Landscape with Opportunities for Innovation
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Physical Stores Dominate Laundry Care Sales through Their Convenience
E-Commerce Growth Driven by Convenience and Product Variety
No Emerging Retail Brands or Concepts Identified for 2026
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Hong Kong, China
Key Data Insights
Polishes Continues to Record Declining Volumes
Chart 111 Key Industry Trends for Polishes
Polishes Continues to Record Declining Volumes
Multifunctionality Trend Reshapes Product Offerings and Consumer Expectations
Changing Consumer Preferences and Lifestyles Impact Sales
Chart 112 Value Sales of Polishes 2020-2030
Chart 113 Volume Sales of Polishes 2020-2030
Chart 114 Value Sales of Polishes by Category 2025
Declining Volumes, Positive Current Value Growth
Multifunctionality Trend to Reshape Product Offerings
Chart 115 Forecast Value Sales of Polishes 2020-2030
Chart 116 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson Maintains Dominance with Comprehensive Product Portfolio
Furniture Clinic Drives Multifunctionality in Polish Products
Chart 117 Furniture Clinic Wood Floor Polish Sets the Standard for Safe, Multifunctional Care
No Significant Mergers or Acquisitions
Chart 118 Company Shares of Polishes 2025
Chart 119 Brand Shares of Polishes 2025
Supermarkets Remain Dominant Channel for Polishes Sales
Non-Grocery Retailers Play a Role in Polishes Distribution
Chart 120 Analyst Insight for Polishes
Retail E-Commerce Plays Niche Role in Polishes Sales
Chart 121 Retail Channels for Polishes 2020-2025
Chart 122 Economic Context for Polishes
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Polishes
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Surface Care in Hong Kong, China
Key Data Insights
Modest Growth for Surface Care in 2025
Chart 129 Key Industry Trends for Surface Care
Modest Growth for Surface Care in 2025
Multipurpose Cleaners Drive Sales with Convenience
Health and Wellness Drive Innovation in Surface Care
Chart 130 Analyst Insight for Surface Care
Chart 131 CloroxPro Screen Sanitising Wipes
Chart 132 Value Sales of Surface Care 2020-2030
Chart 133 Volume Sales of Surface Care 2020-2030
Chart 134 Value Sales of Surface Care by Category 2025
Consumers to Drive Demand for Eco-Friendly Surface Care Products
Multipurpose Cleaners Will Continue to Lead in Volume Terms
Antibacterial Features to Remain Popular in Surface Care Products
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Reckitt, Whealthfields Lohmann and Unilever Account for Half of the Market
Sc Johnson Boosts Sustainability with Pcr Packaging
Chart 137 SC Johnson's 100% PCR Packaging
No Significant Mergers or New Product Launches Expected
Chart 138 Company Shares of Surface Care 2025
Chart 139 Brand Shares of Surface Care 2025
Supermarkets Remain the Dominant Channel
Retail E-Commerce Gradually Gaining Traction with Premium Products
No New Retail Concepts or Collaborations Expected to Emerge in 2026
Chart 140 Retail Channels for Surface Care 2020-2025
Chart 141 Economic Context for Surface Care
Chart 142 Real Gdp Growth 2020-2030
Chart 143 Inflation 2020-2030
Chart 144 Consumer Context for Surface Care
Chart 145 Population 2020-2030
Chart 146 Consumer Expenditure 2020-2030
Chart 147 Population by Generation 2025
Toilet Care in Hong Kong, China
Key Data Insights
Shift toward Premium Products Helps Drive Toilet Care Growth
Chart 148 Key Industry Trends for Toilet Care
Shift toward Premium Products Helps Drive Toilet Care Growth
Toilet Liquids/Foam Drives Sales with Convenience and Performance
Evolving Product Formats and Mood-Boosting Ingredients Shape the Market
Chart 149 Kao's Innovative Foaming Cleaning Format
Chart 150 Value Sales of Toilet Care 2020-2030
Chart 151 Volume Sales of Toilet Care 2020-2030
Chart 152 Value Sales of Toilet Care by Category 2025
Convenient Formats Will Remain Central to Toilet Care Innovation
Private Label Gains Traction on Affordability and Trust
In-Cistern Devices Will Lead Growth with Innovation and Functionality
Chart 153 Analyst Insight for Toilet Care
Chart 154 Forecast Value Sales of Toilet Care 2020-2030
Chart 155 Forecast Value Sales of Toilet Care by Category 2025-2030
Sc Johnson Continues to Dominate Toilet Care
No Significant Mergers or Acquisitions
Chart 156 Company Shares of Toilet Care 2025
Chart 157 Brand Shares of Toilet Care 2025
Supermarkets Lead Toilet Care Sales
Retail E-Commerce Gains Traction in Toilet Care
No New Retail Concepts or Collaborations Emerging
Chart 158 Retail Channels for Toilet Care 2020-2025
Chart 159 Economic Context for Toilet Care
Chart 160 Real Gdp Growth 2020-2030
Chart 161 Inflation 2020-2030
Chart 162 Consumer Context for Toilet Care
Chart 163 Population 2020-2030
Chart 164 Consumer Expenditure 2020-2030
Chart 165 Population by Generation 2025
Country Reports Disclaimer
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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