Due to the increased periods of humidity and heat in Hong Kong, local consumers were focusing on purchasing laundry care with antibacterial functionality even before the emergence of the pandemic. Now that the local government has adopted a “live with the virus” strategy, consumers have made it a priority to ensure every surface in the home and article of clothing they possess is reasonably clean.
International brands are likely to retain their popularity within laundry care over the forecast period due to their exclusive technology-driven launches, long-term trust in imported brands and continuous innovation in this mature category. The pandemic increased the gap between international and local brands due to greater awareness of online fraud as a result of increased retail e-commerce sales.
Consumer polarisation remained a relevant trend in Hong Kong at the end of the review period. The proposed increase in electricity prices by the local government, alongside intense competition within laundry care, particularly in concentrated liquid detergents, has encouraged players to focus their marketing on exclusive features with specific value to attract consumers’ attention.
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Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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.
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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