Home Care in Indonesia

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Indonesia 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Indonesia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Indonesia?
  • Which are the leading brands in Home Care in Indonesia?
  • How are products distributed in Home Care in Indonesia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Indonesia

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in Indonesia

KEY DATA FINDINGS

Fair growth noted, thanks to ongoing urbanisation trend
Stella and Glade remain the dominant brands, thanks to well-known image and strong distribution
Fresh scents and natural ingredients attract discerning consumers' attention
Ongoing urbanisation will drive demand for electric, gel, and spray/aerosol air fresheners
Sales in car air fresheners supported by car ownership rates and driving jobs
Modern retail channels remain the strongest for air care, with e-commerce also on the rise
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Indonesia

KEY DATA FINDINGS

Bleach remains an uninteresting category, with no new developments
Consumers increasingly seek out more eco-friendly alternatives to bleach
Bayclin and SoKlin Pemutih continue their dominance
Stagnation set to continue for bleach
Will SoKlin Pemutih manage to overtake Bayclin for category leadership?
Bleach will continue to face challenges over the forecast period
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Indonesia

KEY DATA FINDINGS

Shifting consumer demands in dishwashing help to drive robust value and volume growth in the category
Manufacturers target different format sizes to consumers who shop in different channels
Innovation remains key, while Unilever's Sunlight maintains its top place
Dishwashing to maintain robust value and volume growth, thanks to product necessity and ongoing brand launches
Ongoing developments expected, including the rise of Ekonomi Power Liquid
Competition set to become fiercer among smaller brands
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Indonesia

KEY DATA FINDINGS

Strong demand for home insecticides in Indonesia, due to tropical climate
Shift to more electric and spray/aerosol formats, away from traditional coils
Competition remains tight between Baygon and HIT
Upwards trajectory expected to continue, with e-commerce and convenience stores emerging as notable sales channels
Electric insecticides will maintain robust value and volume growth
Other home insecticides tipped as an area to watch over the forecast period
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Indonesia

KEY DATA FINDINGS

Growth is modest, but on the rise due to the essential nature of the category
Product innovations from the leading brands capture consumers' attention
Unilever and Sayap Mas Utama hold their leading places thanks to their myriad strengths and consumer-demanded products
Shift away from hand wash detergents noted, due to the maturity of the category alongside the rise of washing machines
Convenience stores, "warungs", and e-commerce all set to see ongoing growth
Consumers move away from disinfectants and towards multifunctional products
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 46 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 48 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 49 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 50 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 52 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Indonesia

KEY DATA FINDINGS

Polishes sees a rather sluggish and static performance, due to strong consolidation in the subcategories
Low levels of marketing or innovation contribute to flat sales
SC Johnson & Son has an unbeatable stronghold over polishes overall
Steady sales expected for shoe polish, however, with challenges also coming from evolving fashion trends
Sales in furniture polish and metal polish will be largely driven by urbanisation
The global giants will maintain their dominance, deterring new entrants to the category
Table 54 Sales of Polishes by Category: Value 2018-2023
Table 55 Sales of Polishes by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Polishes: % Value 2019-2023
Table 57 LBN Brand Shares of Polishes: % Value 2020-2023
Table 58 Forecast Sales of Polishes by Category: Value 2023-2028
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in Indonesia

KEY DATA FINDINGS

Modern consumers lean towards specialised products for specific cleaning needs
Sayap Mas Utama maintains its marginal share lead on Unilever
Home care disinfectants maintain healthy sales post-pandemic, thanks to strong brand awareness
Innovation lies at the heart of driving sales in surface care
Competition set to become fiercer, as players tap into areas of vast potential
A bright future expected for window/glass cleaners
Table 60 Sales of Surface Care by Category: Value 2018-2023
Table 61 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Surface Care: % Value 2019-2023
Table 65 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 68 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Indonesia

KEY DATA FINDINGS

Strong and stable growth continues thanks to increasing urbanisation and product awareness
Toilet liquids/foam is the driving force behind toilet care
Bebek maintains its strong lead, while Harpic continues to nibble away at its share
Ongoing growth expected, backed by sanitation drives from both the government and major players
Toilet liquids/foam will remain the main choice, thanks to attractive pricing and convenience for local consumer needs
Modern grocery channels set to maintain dominant distribution, while convenience stores and e-commerce also rise
Table 70 Sales of Toilet Care by Category: Value 2018-2023
Table 71 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 73 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 74 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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