HOME CARE IN HONG KONG, CHINA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Continues To Record Current Value Growth in 2017 Convenience Is King Bricks-and-mortar Stores Triumph Over E-commerce the Competitive Landscape Is Static Reaching Market Maturity Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Air Care Posts A Small Decline in 2017 Spray/aerosol and Car Air Fresheners Record Growth in 2017 Oil Essences Supported by the Wellness Trend Competitive Landscape International Brands Dominate Over Local Brands Disinfection Is Important, As Well As Fragrances Air Care Moving Towards A Dynamic Future Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Is the All-time Germ Killer Insignificant Product Improvement in the Mature Category of Bleach Fear of Health Threats Sustains Demand Competitive Landscape Keen Competition Between the Top Two Players International Brands Dominate Private Label on the Decline Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Value-added Features Drive Growth Within A Mature Category Automatic Dishwashing Is Still Niche Dishwashing Set To Record Slow Growth Competitive Landscape Lam Soon (hk) Continues To Lead Dishwashing Activity From Tesco Green Mentality Still Rather Weak in Hong Kong Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Sales Stay on Upward Trend Pet Ownership Drives Growth of Other Home Insecticides Marginal Decline in Performance Anticipated Competitive Landscape International Players Continue To Lead Private Label Still Insignificant Despite A Growing Presence Variety of Products To Widen Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Sales Continue To Rise, Despite Category Maturity, With A Focus on Concentrated Products Decline for Standard Powder Detergents Changing Laundry Habits Limit the Prospects for Laundry Care Competitive Landscape Static Company Shares Within Laundry Care Small Brands Striving for Expansion Green Products Remain Niche Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Staying on the Downward Trend Shrinking Flat Sizes Continue To Drive Sales Declines for Floor and Furniture Polish Demand for Shoe Polish Also Falls Competitive Landscape SC Johnson's Stronghold in Polishes Unchallenged Polishes Remains A Small Category Within Home Care Low Presence for Private Label Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Multi-purpose Cleaners Drives Growth of Surface Care Speciality Cleaners Decline in Popularity Among Hong Kong Consumers Too Busy for Housework Competitive Landscape the Stronghold of International Players Private Label Is Struggling the Green Cleaning Trend Is Yet To Arrive Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2014 Table 66 NBO Company Shares of Surface Care: % Value 2013-2017 Table 67 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 70 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Weak Performance by Toilet Care in 2017 Toilet Liquids/foam Remains the Biggest Category Within Toilet Care Demand for In-cistern Devices Reduces Competitive Landscape SC Johnson (hk) Continues To Dominate Toilet Care Standard Brands Still Outperform Private Label the Challenge of Convenience-led Consumers Category Data Table 72 Sales of Toilet Care by Category: Value 2012-2017 Table 73 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 74 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 75 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 76 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022