Surface care is projected to record modest growth in both volume and value terms (at constant 2022 prices) in 2023, as the local population has adopted more thorough hygiene habits throughout the pandemic that will likely be maintained in the coming years. The category is also likely to benefit from the reopening of the border between Mainland China and Hong Kong, thus leading to a wider consumer base.
While multinationals hold a strong presence in surface care in Hong Kong, domestic brands are enjoying stronger growth due to innovation and investment already made in other products in their portfolios. For instance, local brands such as Raze and The Honest Company have expanded from their origins in face masks and beauty products to manufacturing surface care wipes with a sustainable positioning, in addition to claims of greater efficacy in eliminating bacteria and viruses.
The pandemic has encouraged local consumers to prioritise antibacterial and antiviral features within home care, including surface care. However, in line with the rising cost of living, the premiumisation trend could be impacted as consumers spend less on a product that is perceived as effective as a more expensive brand with similar claims.
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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.
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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 Definitions
This report originates from Passport, our Surface Care research and analysis database.
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