HOME CARE IN INDONESIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Enjoys Healthier Retail Value Growth in 2018 Than in 2017

Manufacturers Have To Balance the Need for Affordable End-prices With Rising Operating Costs

Unilever and Wings Corp Compete in Laundry Care, While Godrej Group Successfully Expands

Modern Grocery Retailers Continues To Be the Most Dominant for Home Care in Indonesia

Improving Socioeconomic Factors and Growing Hygiene-awareness Support Positive Value Growth for the Forecast Period

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Definitions

Sources

Summary 1 Research Sources

Headlines

Prospects

Car Air Fresheners Continue To Grow Along With Rising Demand for Cheap Cars

the Spray/aerosol Air Freshener Is the Favourite Type of Room Air Care

Electric Air Fresheners With Timers Are More Practical, While Gel Air Fresheners Is Developing A Consumer Base

Competitive Landscape

Car Air Fresheners Has Several Familiar Brands, While Ace Hardware Adds To Distribution

Room Air Care: Glade Vs Stella

Fumakilla Indonesia Pt Leads the Other Air Care Category Through Gajah Kulkas, Though It Has Strong Competition

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Is Used for Laundry Care Purposes

Mid-size Packs Prevail

Bleach Can Be Replaced by Whitening Detergents and Multipurpose Cleaners

Competitive Landscape

Bayclin Is Top-of-mind for Bleach, Followed Closely by So Klin Pemutih

Yuri Bleach - An Old Brand Still Significant in the Category

Proclin by Godrej Group Expands by Imitating the Top Brand's Packaging

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Indonesians Wash Dishes Manually, Meaning Hand Dishwashing Is the Sole Category and Liquid the Main Format

the Refill Pouch Is the Favourite Pack Type in Dishwashing, With 800-1,000ml Versions Readily Available in Modern Grocery Retailers

Competitive Landscape

Sunlight and Mama Dominate the Category Collectively

Local Brands Compete for Share in the Lower-priced Segment

Amway Corp- A Successful Multi-level Marketing Player Targeting Higher-level Consumers

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Demand for Insecticide Coils Remains Largely in Rural Areas

Spray/aerosol Insecticides Is the Fastest-growing Category, With One-push Spray Offering Efficacy

Health Concerns Spur the Demand for Electric Insecticides

Competitive Landscape

Hit Competes Closely With Baygon, While Vape Pioneers A New Format

Baygon and Vape Dominate Insecticide Coils Collectively, But Local Brands Stimulate Sales Too

Hit, Baygon and Vape Lead the Way in Electric Insecticides

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Laundry Detergents Dominates Laundry Care, With Indonesians Still Preferring Powder Variants Over Liquid Versions

Halal-labelled Items Are Becoming A New Trend in Laundry Detergents and Other Laundry Care Categories

Increasing Awareness of One's Appearance Boosts Demand for Fragranced Softeners

Competitive Landscape

Rinso and So Klin Compete Tightly

Molto Ultra and Downy Compete Tightly in Modern Grocery Retailers, But Molto Ultra Is Still Top-of-mind for Softeners

Traditional Grocery Retailers Remains the Backbone of Laundry Care Distribution in Rural Areas, But Modern Grocery Retailers Now Leads the Way Overall

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Appearance-awareness Spurs Demand for Shoe Polish in Urban Areas

Demand for Furniture Polish Is Indirectly Driven by the Furniture Industry

Consumer-awareness of Metal Polish Is Considerably Low

Competitive Landscape

Kiwi Is Top-of-mind for Shoe Polish Brands, While Cololite and Bagus Gain Shelf Space

Pledge Dominates Furniture Polish, As A New Brand Enters the Category

Brasso Has Little Competition in Metal Polish, As Autosol Loses Further Ground

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Standard Floor Cleaners Dominates Surface Care Volume Sales

Increasing Awareness of Toilet Hygiene Spurs Sales of Home Care Disinfectants and Multipurpose Cleaners

Minimalist Design Favours the Greater Use of Glass, While Demand for Window/glass Cleaners Is Seasonal

Competitive Landscape

So Klin and Super Pell Collectively Dominate Floor Cleaners

Yuri Porstex Is Top-of-mind for Multipurpose Cleaners, While Vixal and Wings Porcelain Cleaner Compete Tightly

Mr Muscle Clear Is the Main Brand for Window/glass Cleaners, Using TV Adverts To Effectively Strengthen Awareness

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 NBO Company Shares of Surface Care: % Value 2014-2018

Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospect

Increasing Awareness of Toilet Hygiene Boosts Sales of Toilet Care

Toilet Care Is Dominated by Toilet Liquids/foam

Low Awareness of Several Toilet Bowl Cleaner Products

Competitive Landscape

Bebek Leads in Every Category, Except for Rim Blocks

SC Johnson Leads Rim Blocks Through Glade

Aggressive TV Advertising Is Key in Harpic's Success

Category Data

Table 65 Sales of Toilet Care by Category: Value 2013-2018

Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Retail sales of home care improved in 2018 due to stronger purchasing power and more optimistic consumer sentiment. This was supported by government subsidies, higher expenditures on social assistance programmes such as cast transfers and higher holiday bonuses for civil servants, which has resulted in higher household consumption. The healthy retail value sales growth was also supported by the substantial potential for growth in Indonesia, a market that is far from mature in terms of home care.

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 2023 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.