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Home Care in Hong Kong, China

Hong Kong home care market reports increased product range and quality for private labels

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2014-02-07 13:01:02 - Home Care in Hong Kong, China - a new market research report on

Green and eco-friendly products begin to appear in Hong Kong. With better publicity from "green" organisations and the government, consumers in Hong Kong are beginning to be more concerned about environmental issues and organic food. Consumers moved from traditional home care products to products which were marketed as being "green" and organic, which contain fewer chemicals. Sales of "green" and organic home care products grew, with consumers switching from standard products not marketed as being "green".

Private label increases its product range and quality. Both Dairy Farm International and A S Watson grew in retail value terms in 2012. Both companies aggressively renewed their packaging and increased the product quality of their private label ranges to attract consumers. Besides working on



its private label, A S Watson also introduced more products in home care under the Waitrose private label from the UK.

Concentrated products finds favour amongst consumers. Concentrated products grew faster than standard ones in laundry care. Small sales base aside, concentrated products are more efficient and provide convenience to consumers. At the same time, concentrated home care products are marketed as being "greener" than standard ones. Concentrated home care products use less resources in terms of packaging, storage and transportation than standard products.

Supermarkets maintains its position as the most popular retail channel in home care products. Supermarkets continued to be the most popular retail channel for home care products in 2012. It provides a better shopping environment with a wider product range, more discounts and more personalised services to attract consumers. Supermarkets also has an extensive network in all housing areas in Hong Kong, giving independent small grocers, pharmacies and convenience stores little room to grow.

International brands lead home care in Hong Kong. Three international players, SC Johnson, Kao, and Unilever, were the top three companies in retail value terms in Hong Kong in 2012. International companies characterised the market with their many well-known brands and good reputations. Strong consumer loyalty to international brands limited the growth of domestic and small Chinese brands of home care products.

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