Shenzhen trips drive household care purchases amongst Hong Kong shoppers

Three of four Hong Kongers visited the Chinese province in April.

More Hong Kong residents are heading to Shenzhen to buy household care products, reshaping how brands plan distribution and product design.

Nielsen Consumer LLC’s (NielsenIQ) Retail Pulse 2025 found that three of four Hong Kongers visited the Chinese province in April, with nine of 10 shopping in supermarkets. Laundry products were the top purchase, whilst household cleaners ranked fourth. Over the past year, 35% of Hong Kong consumers also bought private-label cleaners.

“Household care remains a vital category in Hong Kong, with consumer demand holding strong,” Mandy Tam, managing director at NielsenIQ in Hong Kong, said in an emailed reply to questions.

She noted that domestic retail sales fell 5.6% year on year, but cross-border and online spending are expanding the category. Household care has become the city’s biggest online fast-moving consumer goods category by total spending, number of buyers, and shopping trips, NielsenIQ said.

Urban lifestyles are influencing demand for compact and multi-functional formats. Ahmad Khan, senior consumer analyst at GlobalData Plc, said 78% of consumers globally see time-saving features in cleaners as either essential or desirable, whilst 47% also weigh sustainability.

“Companies must innovate continuously to stay relevant whilst ensuring that their products remain convenient and perform well,” he said in an emailed reply to questions.

Kao Attack Hong Kong, a detergent brand, is amongst the companies experimenting with fresh designs. It introduced laundry sticks aimed at simplifying washing routines whilst maintaining cleaning power.

“It’s about solving real pain points: saving time, boosting hygiene, and fitting seamlessly into modern life,” company President Miyashita Kazuya told Retail Asia via Zoom.

Kao Attack, which has sold detergents locally for 35 years, said its strategy is driven by time pressure, heightened hygiene expectations after the COVID pandemic, and the needs of small households.

Product development is guided by consumer surveys, sales data, and social media monitoring. Kao Attack has rolled out anti-odor and anti-mite detergents and uses tutorial videos and feedback loops to adapt quickly.

Challenges remain. Simplified products can trigger doubts about effectiveness, whilst formulating environmentally friendly cleaners without losing performance adds complexity.

Khan expects demand to grow for biodegradable and plant-based detergents, artificial intelligence (AI)-powered personalised recommendations, and multifunctional products that combine stain removal, odor control, and fabric softening.

Smart appliances and automated dispensers that adjust wash cycles could further change consumer habits, he said.

“As consumer expectations evolve, success in the next two to three years will depend on how well brands ensure their products are accessible, affordable, and trusted—wherever shoppers choose to buy,” Tam said.