Competitive Landscape
Reckitt, Whealthfields Lohmann and Unilever Account for Half of the Market
The surface care market in Hong Kong, China is relatively concentrated, with the top three companies, Reckitt Benckiser HK Ltd, Whealthfields Lohmann (HK) Ltd and Unilever Hong Kong Ltd, accounting for around half of the market between them. In 2025, Reckitt Benckiser HK maintained its leading position with a 24% share, while Whealthfields Lohmann (HK) was second with a 16% share and Unilever Hong Kong third with 12%.
Sc Johnson Boosts Sustainability with Pcr Packaging
The surface care category in Hong Kong, China is driven by trends such as health and wellness, and sustainability. In 2025, CloroxPro launched screen sanitising wipes, addressing growing hygiene concerns by offering a solution that combines effective germ removal with device safety.
No Significant Mergers or New Product Launches Expected
There were no significant mergers or acquisitions in the surface care market in Hong Kong, China in 2025, and none are anticipated in 2026. Additionally, there were no notable or innovative product launches in late 2025, with none currently planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Hong Kong, China?
- Which are the leading brands in Surface Care in Hong Kong, China?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Hong Kong, China - Category analysis
Key Data Insights
Modest Growth for Surface Care in 2025
Modest Growth for Surface Care in 2025
Multipurpose Cleaners Drive Sales with Convenience
Health and Wellness Drive Innovation in Surface Care
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
Reckitt, Whealthfields Lohmann and Unilever Account for Half of the Market
Sc Johnson Boosts Sustainability with Pcr Packaging
No Significant Mergers or New Product Launches Expected
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
Home Care in Hong Kong, China - Industry Overview
Mood-Boosting Ingredients Reshape Consumer Expectations
Key Data Insights
Mood-Boosting Ingredients Reshape Consumer Expectations
Sustainability and Health Drive Dynamic Growth in Surface Care
Health and Wellness Reshaping Home Care Consumer Choices
Consumers to Drive Demand for Multifunctional and Eco-Friendly Products
Eco-Friendly and Multifunctional Trends Shape Business Strategies
Sustainability to Become a Core Expectation
Established Players Maintain Their Leading Positions through Innovation and Brand Equity
Health and Wellness Drives Premiumisation and Innovation
No Significant Mergers or Acquisitions
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
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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