Personal Hygiene in Hong Kong to 2014

Introduction

This databook provides key data and information on the personal hygiene market in Hong Kong. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on three categories: bath and shower products, deodorants and soap

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data

*Category level company and brand share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the personal hygiene market, including company overview, key facts and business description

Highlights

The market for personal hygiene in Hong Kong increased at a compound annual growth rate of 2.9% between 2004 and 2009.

The soap category led the personal hygiene market in Hong Kong, accounting for a share of 35.9%.

Leading players in Hong Kong personal hygiene market include Unilever, Kao Corporation and Procter & Gamble Company, The.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the personal hygiene market in Hong Kong

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath and shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Hong Kong Dollar), 2004?09 20
Value analysis (Hong Kong Dollar), 2009?14 21
Value analysis (US dollars), 2004?09 23
Value analysis (US dollars), 2009?14 23
Volume analysis, 2004?09 25
Volume analysis, 2009?14 26
Company and brand share analysis 28
Distribution analysis 35
Expenditure and consumption per capita 37
Chapter 4 Leading Company Profiles 40
Unilever 40
Kao Corporation 42
Chapter 5 Category Analysis: Bath and Shower Products 44
Value analysis (Hong Kong Dollar), 2004?09 44
Value analysis (Hong Kong Dollar), 2009?14 45
Value analysis (US dollars), 2004?09 47
Value analysis (US dollars), 2009?14 47
Volume analysis, 2004?09 49
Volume analysis, 2009?14 50
Company and brand share analysis 52
Distribution analysis 57
Expenditure and consumption per capita 59
Chapter 6 Category Analysis: Deodorants 62
Value analysis (Hong Kong Dollar), 2004?09 62
Value analysis (Hong Kong Dollar), 2009?14 63
Value analysis (US dollars), 2004?09 65
Value analysis (US dollars), 2009?14 66
Volume analysis, 2004?09 68
Volume analysis, 2009?14 69
Company and brand share analysis 71
Distribution analysis 75
Expenditure and consumption per capita 77
Chapter 7 Category Analysis: Soap 83
Value analysis (Hong Kong Dollar), 2004?09 83
Value analysis (Hong Kong Dollar), 2009?14 84
Value analysis (US dollars), 2004?09 86
Value analysis (US dollars), 2009?14 86
Volume analysis, 2004?09 88
Volume analysis, 2009?14 89
Company and brand share analysis 91
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 8 Country Comparison 100
Value 100
Volume 104
Market share 108
Chapter 9 New Product Development 109
Product launches over time 109
Recent product launches 111
Chapter 10 Macroeconomic Profile 112
Macroeconomic Indicators 112
Chapter 11 Research Methodology 117
Methodology overview 117
Secondary research 118
Market modeling 119
Creating an initial data model 119
Revising the initial data model 119
Creating a final estimate 120
Creating demographic value splits 120
Primary research 120
Data finalization 121
Ongoing research 121
Chapter 12 Appendix 122
Future readings 122
How to contact experts in your industry 122
Disclaimer 122

LIST OF FIGURES
Figure 1: Personal hygiene, Hong Kong, value by category (HK$m), 2004?14 22
Figure 2: Personal hygiene, Hong Kong, category growth comparison, by value, 2004?14 24
Figure 3: Personal hygiene, Hong Kong, volume by category (units, million), 2004?14 27
Figure 4: Personal hygiene, Hong Kong, category growth comparison, by volume, 2004?14 27
Figure 5: Personal hygiene, Hong Kong, company share by value (%), 2008?09 32
Figure 6: Personal hygiene, Hong Kong, distribution channels by value (%), 2008?09 36
Figure 7: Bath and shower products, Hong Kong, value by segment (HK$m), 2004?14 46
Figure 8: Bath and shower products, Hong Kong, category growth comparison, by value, 2004?14 48
Figure 9: Bath and shower products, Hong Kong, volume by segment (units, million), 2004?14 51
Figure 10: Bath and shower products, Hong Kong, category growth comparison, by volume, 2004?14 51
Figure 11: Bath and shower products, Hong Kong, company share by value (%), 2008?09 54
Figure 12: Bath and shower products, Hong Kong, distribution channels by value (%), 2008?09 58
Figure 13: Deodorants, Hong Kong, value by segment (HK$m), 2004?14 64
Figure 14: Deodorants, Hong Kong, category growth comparison, by value, 2004?14 67
Figure 15: Deodorants, Hong Kong, volume by segment (units, million), 2004?14 70
Figure 16: Deodorants, Hong Kong, category growth comparison, by volume, 2004?14 70
Figure 17: Deodorants, Hong Kong, company share by value (%), 2008?09 73
Figure 18: Deodorants, Hong Kong, distribution channels by value (%), 2008?09 76
Figure 19: Soap, Hong Kong, value by segment (HK$m), 2004?14 85
Figure 20: Soap, Hong Kong, category growth comparison, by value, 2004?14 87
Figure 21: Soap, Hong Kong, volume by segment (units, million), 2004?14 90
Figure 22: Soap, Hong Kong, category growth comparison, by volume, 2004?14 90
Figure 23: Soap, Hong Kong, company share by value (%), 2008?09 93
Figure 24: Soap, Hong Kong, distribution channels by value (%), 2008?09 96
Figure 25: Global personal hygiene market split (value terms, 2009), top five countries 101
Figure 26: Global personal hygiene market value, 2004–09, top five countries 103
Figure 27: Global personal hygiene market split (volume terms, 2009), top five countries 105
Figure 28: Global personal hygiene market volume, 2004–09, top five countries 107
Figure 29: Annual data review process 118

LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Personal hygiene, Hong Kong, value by category (HK$m), 2004?09 20
Table 4: Personal hygiene, Hong Kong, value forecast by category (HK$m), 2009?14 21
Table 5: Personal hygiene, Hong Kong, value by category ($m), 2004?09 23
Table 6: Personal hygiene, Hong Kong, value forecast by category ($m), 2009?14 23
Table 7: Personal hygiene, Hong Kong, volume by category (units, million), 2004?09 25
Table 8: Personal hygiene, Hong Kong, volume forecast by category (units, million), 2009?14 26
Table 9: Personal hygiene, Hong Kong, brand share by value (%), 2008?09 28
Table 10: Personal hygiene, Hong Kong, value by brand (HK$m), 2008?09 30
Table 11: Personal hygiene, Hong Kong, company share by value (%), 2008?09 33
Table 12: Personal hygiene, Hong Kong, value by company (HK$m), 2008?09 34
Table 13: Personal hygiene, Hong Kong, distribution channels by value (%), 2008?09 35
Table 14: Personal hygiene, Hong Kong, value by distribution channel (HK$m), 2008?09 35
Table 15: Personal hygiene, Hong Kong, expenditure per capita (HK$), 2004?09 37
Table 16: Personal hygiene, Hong Kong, forecast expenditure per capita (HK$), 2009?14 37
Table 17: Personal hygiene, Hong Kong, expenditure per capita ($), 2004?09 38
Table 18: Personal hygiene, Hong Kong, forecast expenditure per capita ($), 2009?14 38
Table 19: Personal hygiene, Hong Kong, consumption per capita (units), 2004?09 39
Table 20: Personal hygiene, Hong Kong, forecast consumption per capita (units), 2009?14 39
Table 21: Unilever key facts 40
Table 22: Kao Corporation key facts 42
Table 23: Bath and shower products, Hong Kong, value by segment (HK$m), 2004?09 44
Table 24: Bath and shower products, Hong Kong, value forecast by segment (HK$m), 2009?14 45
Table 25: Bath and shower products, Hong Kong, value by segment ($m), 2004?09 47
Table 26: Bath and shower products, Hong Kong, value forecast by segment ($m), 2009?14 47
Table 27: Bath and shower products, Hong Kong, volume by segment (units, million), 2004?09 49
Table 28: Bath and shower products, Hong Kong, volume forecast by segment (units, million), 2009?14 50
Table 29: Bath and shower products, Hong Kong, brand share by value (%), 2008?09 52
Table 30: Bath and shower products, Hong Kong, value by brand (HK$m), 2008?09 53
Table 31: Bath and shower products, Hong Kong, company share by value (%), 2008?09 55
Table 32: Bath and shower products, Hong Kong, value by company (HK$m), 2008?09 56
Table 33: Bath and shower products, Hong Kong, distribution channels by value (%), 2008?09 57
Table 34: Bath and shower products, Hong Kong, value by distribution channel (HK$m), 2008?09 57
Table 35: Bath and shower products, Hong Kong, expenditure per capita (HK$), 2004?09 59
Table 36: Bath and shower products, Hong Kong, forecast expenditure per capita (HK$), 2009?14 59
Table 37: Bath and shower products, Hong Kong, expenditure per capita ($), 2004?09 60
Table 38: Bath and shower products, Hong Kong, forecast expenditure per capita ($), 2009?14 60
Table 39: Bath and shower products, Hong Kong, consumption per capita (units), 2004?09 61
Table 40: Bath and shower products, Hong Kong, forecast consumption per capita (units), 2009?14 61
Table 41: Deodorants, Hong Kong, value by segment (HK$m), 2004?09 62
Table 42: Deodorants, Hong Kong, value forecast by segment (HK$m), 2009?14 63
Table 43: Deodorants, Hong Kong, value by segment ($m), 2004?09 65
Table 44: Deodorants, Hong Kong, value forecast by segment ($m), 2009?14 66
Table 45: Deodorants, Hong Kong, volume by segment (units, million), 2004?09 68
Table 46: Deodorants, Hong Kong, volume forecast by segment (units, million), 2009?14 69
Table 47: Deodorants, Hong Kong, brand share by value (%), 2008?09 71
Table 48: Deodorants, Hong Kong, value by brand (HK$m), 2008?09 72
Table 49: Deodorants, Hong Kong, company share by value (%), 2008?09 74
Table 50: Deodorants, Hong Kong, value by company (HK$m), 2008?09 74
Table 51: Deodorants, Hong Kong, distribution channels by value (%), 2008?09 75
Table 52: Deodorants, Hong Kong, value by distribution channel (HK$m), 2008?09 75
Table 53: Deodorants, Hong Kong, expenditure per capita (HK$), 2004?09 77
Table 54: Deodorants, Hong Kong, forecast expenditure per capita (HK$), 2009?14 78
Table 55: Deodorants, Hong Kong, expenditure per capita ($), 2004?09 79
Table 56: Deodorants, Hong Kong, forecast expenditure per capita ($), 2009?14 80
Table 57: Deodorants, Hong Kong, consumption per capita (units), 2004?09 81
Table 58: Deodorants, Hong Kong, forecast consumption per capita (units), 2009?14 82
Table 59: Soap, Hong Kong, value by segment (HK$m), 2004?09 83
Table 60: Soap, Hong Kong, value forecast by segment (HK$m), 2009?14 84
Table 61: Soap, Hong Kong, value by segment ($m), 2004?09 86
Table 62: Soap, Hong Kong, value forecast by segment ($m), 2009?14 86
Table 63: Soap, Hong Kong, volume by segment (units, million), 2004?09 88
Table 64: Soap, Hong Kong, volume forecast by segment (units, million), 2009?14 89
Table 65: Soap, Hong Kong, brand share by value (%), 2008?09 91
Table 66: Soap, Hong Kong, value by brand (HK$m), 2008?09 92
Table 67: Soap, Hong Kong, company share by value (%), 2008?09 94
Table 68: Soap, Hong Kong, value by company (HK$m), 2008?09 94
Table 69: Soap, Hong Kong, distribution channels by value (%), 2008?09 95
Table 70: Soap, Hong Kong, value by distribution channel (HK$m), 2008?09 95
Table 71: Soap, Hong Kong, expenditure per capita (HK$), 2004?09 97
Table 72: Soap, Hong Kong, forecast expenditure per capita (HK$), 2009?14 97
Table 73: Soap, Hong Kong, expenditure per capita ($), 2004?09 98
Table 74: Soap, Hong Kong, forecast expenditure per capita ($), 2009?14 98
Table 75: Soap, Hong Kong, consumption per capita (units), 2004?09 99
Table 76: Soap, Hong Kong, forecast consumption per capita (units), 2009?14 99
Table 77: Global personal hygiene market value, 2009 100
Table 78: Global personal hygiene market split (value terms ($m), 2009), top five countries 103
Table 79: Global personal hygiene market volume, 2009 104
Table 80: Global personal hygiene market split (volume terms, 2009), top five countries 107
Table 81: Leading players, top five countries 108
Table 82: Hong Kong personal hygiene new product launches reports, by company (top five companies), 2009 109
Table 83: Hong Kong personal hygiene new product launches SKUs, by company (top five companies), 2009 109
Table 84: Hong Kong personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 110
Table 85: Hong Kong personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2009 110
Table 86: Hong Kong personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2009 111
Table 87: Hong Kong personal hygiene new product launches - recent five launches (2009) 111
Table 88: Hong Kong population, by age group, 2004?09 (millions) 112
Table 89: Hong Kong population forecast, by age group, 2009?14 (millions) 113
Table 90: Hong Kong population, by gender, 2004?09 (millions) 113
Table 91: Hong Kong population forecast, by gender, 2009?14 (millions) 114
Table 92: Hong Kong nominal GDP, 2004?09 (HK$bn, nominal prices) 114
Table 93: Hong Kong nominal GDP forecast, 2009?14 (HK$bn, nominal prices) 114
Table 94: Hong Kong real GDP, 2004?09 (HK$bn, 2000 prices) 115
Table 95: Hong Kong real GDP forecast, 2009?14 (HK$bn, 2000 prices) 115
Table 96: Hong Kong real GDP, 2004?09 ($bn, 2000 prices) 115
Table 97: Hong Kong real GDP forecast, 2009?14 ($bn, 2000 prices) 116
Table 98: Hong Kong consumer price index, 2004?09 (2000=100) 116
Table 99: Hong Kong consumer price index, 2009?14 (2000=100) 116


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