Home Care in Malaysia
Food price inflation remained elevated in 2023, as the country is a net food importer, and huge increases in the prices of imported white rice came into effect in September 2023. Although it is still unknown how overall consumer spending will be affected in the long term, local consumers have already started to feel the pinch. As rice is a daily staple, they are having to pay extra for this product, on top of the already high cost of living, which is therefore impacting sales of less necessary p...
Euromonitor International's Home Care in Malaysia 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 Malaysia 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 Malaysia
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN MALAYSIA
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Powder laundry detergents offer affordability in the midst of high living costs
Value deals and refills appeal to local consumers
Extensive list of new brands offering liquid tablet detergents in their portfolios
PROSPECTS AND OPPORTUNITIES
Laundry scent booster beads could be a threat to fabric softeners
Offline retailers dominate, but e-commerce is set to continue to rise
More brands to offer innovations, and natural and plant-based 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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in demand is limited, as consumers spend less time at home
Festival seasons and the strong home cooking culture in rural areas help maintain growth
Offline retailers the clear contributor to sales, while e-commerce is rising
PROSPECTS AND OPPORTUNITIES
Affordable freestanding table-top dishwashers offer opportunities in automatic dishwashing
Food delivery services pose a significant threat to growth
Natural, organic, and sustainable products set to rise
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hygiene awareness paves the way for spending on home care disinfectants, especially amongst younger consumers and parents
Elevated food prices and high living costs underpin growth of multipurpose cleaners
Value deals and refill packs appeal to local consumers
PROSPECTS AND OPPORTUNITIES
Local household brand Sun Jiang expands its portfolio with new wash and wax floor cleaner
Growth in demand for floor cleaners specifically for wet and dry vacuum cleaners
Electric mopping is an alternative, and could threaten sales of floor 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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume demand weakens as consumers adapt to the new normal post-pandemic
Concerns about health and the environment hamper growth
Value deals and twin packs appeal to local consumers
PROSPECTS AND OPPORTUNITIES
Demand from rural states and immigrants set to maintain stable volume sales
Awareness of and demand for natural, organic and sustainable products is on the rise, and likely to prevent growth
Convenient home care disinfectant in spray bottles will be a threat to growth
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hygiene awareness paves the way for spending on toilet care products
Offline retailers the clear main contributor to sales, while e-commerce continues to rise
In-cistern devices provide round the clock disinfecting and cleaning with each flush
PROSPECTS AND OPPORTUNITIES
High living costs to undermine growth, as consumers are increasingly looking for multifunctionality
Shift in spending behaviour to intensify in the forecast period
Private label offers affordability in in-cistern devices
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Minimalist trend to undermine demand for furniture polish
Established brands clear winners across categories
Offline the clear leader, but e-commerce continues to rise
PROSPECTS AND OPPORTUNITIES
Shift in consumer spending behaviour bad news for non-essential polishes
Lack of innovation and new product development set to hamper growth
Hybrid working and less formal work attire set to limit growth in shoe polish
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Car air fresheners seen as a necessity by car owners, which offers opportunities
Multifunctional air care products with insect repellent feature popular amongst locals
Locals’ love of fragrance aids the growth of air care, with Little Joe standing out for its collaborations
PROSPECTS AND OPPORTUNITIES
Natural, organic, and sustainable products likely to be on the rise
Air care products with appealing designs set to gain popularity
Rising popularity of wellness diffusers
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in home insecticides as the battle against dengue continues
Dual function air care and insect repellent products popular amongst locals
Electric insecticides provide round the clock protection, but there are some concerns
PROSPECTS AND OPPORTUNITIES
Non-toxic alternatives outside the category likely to limit growth for home insecticides
Opportunities through offering natural, organic and sustainable products
Continued growth expected for e-commerce
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 MALAYSIA
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Powder laundry detergents offer affordability in the midst of high living costs
Value deals and refills appeal to local consumers
Extensive list of new brands offering liquid tablet detergents in their portfolios
PROSPECTS AND OPPORTUNITIES
Laundry scent booster beads could be a threat to fabric softeners
Offline retailers dominate, but e-commerce is set to continue to rise
More brands to offer innovations, and natural and plant-based 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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in demand is limited, as consumers spend less time at home
Festival seasons and the strong home cooking culture in rural areas help maintain growth
Offline retailers the clear contributor to sales, while e-commerce is rising
PROSPECTS AND OPPORTUNITIES
Affordable freestanding table-top dishwashers offer opportunities in automatic dishwashing
Food delivery services pose a significant threat to growth
Natural, organic, and sustainable products set to rise
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hygiene awareness paves the way for spending on home care disinfectants, especially amongst younger consumers and parents
Elevated food prices and high living costs underpin growth of multipurpose cleaners
Value deals and refill packs appeal to local consumers
PROSPECTS AND OPPORTUNITIES
Local household brand Sun Jiang expands its portfolio with new wash and wax floor cleaner
Growth in demand for floor cleaners specifically for wet and dry vacuum cleaners
Electric mopping is an alternative, and could threaten sales of floor 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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume demand weakens as consumers adapt to the new normal post-pandemic
Concerns about health and the environment hamper growth
Value deals and twin packs appeal to local consumers
PROSPECTS AND OPPORTUNITIES
Demand from rural states and immigrants set to maintain stable volume sales
Awareness of and demand for natural, organic and sustainable products is on the rise, and likely to prevent growth
Convenient home care disinfectant in spray bottles will be a threat to growth
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hygiene awareness paves the way for spending on toilet care products
Offline retailers the clear main contributor to sales, while e-commerce continues to rise
In-cistern devices provide round the clock disinfecting and cleaning with each flush
PROSPECTS AND OPPORTUNITIES
High living costs to undermine growth, as consumers are increasingly looking for multifunctionality
Shift in spending behaviour to intensify in the forecast period
Private label offers affordability in in-cistern devices
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Minimalist trend to undermine demand for furniture polish
Established brands clear winners across categories
Offline the clear leader, but e-commerce continues to rise
PROSPECTS AND OPPORTUNITIES
Shift in consumer spending behaviour bad news for non-essential polishes
Lack of innovation and new product development set to hamper growth
Hybrid working and less formal work attire set to limit growth in shoe polish
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Car air fresheners seen as a necessity by car owners, which offers opportunities
Multifunctional air care products with insect repellent feature popular amongst locals
Locals’ love of fragrance aids the growth of air care, with Little Joe standing out for its collaborations
PROSPECTS AND OPPORTUNITIES
Natural, organic, and sustainable products likely to be on the rise
Air care products with appealing designs set to gain popularity
Rising popularity of wellness diffusers
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 MALAYSIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in home insecticides as the battle against dengue continues
Dual function air care and insect repellent products popular amongst locals
Electric insecticides provide round the clock protection, but there are some concerns
PROSPECTS AND OPPORTUNITIES
Non-toxic alternatives outside the category likely to limit growth for home insecticides
Opportunities through offering natural, organic and sustainable products
Continued growth expected for e-commerce
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
