Home Care in Indonesia
Home care saw something of a revival in Indonesia in 2023, with both value and volume sales stronger than witnessed in the last two years. Large gains are seen in dishwashing, home insecticides, and toilet care, while surface care fares well, along with air care, and laundry care. However, polishes and bleach lag behind, due to being the least interesting categories.
Euromonitor International's Home Care in Indonesia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Home Care in Indonesia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Home Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Home Care in Indonesia
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN INDONESIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
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
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN INDONESIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
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
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN INDONESIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
