HOME CARE IN MALAYSIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Room for Growth in Malaysian Market

Consumers Seek Value for Money and Convenience in Their Purchases

Procter & Gamble (m) Sdn Bhd Dominates Home Care

Fragrance and Concentration Are the Key Drivers in New Product Development

Green Labels Expected To Grow

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

Table 7 Distribution of Home Care by Format and Category: % Value 2018

Table 8 Forecast Sales of Home Care by Category: Value 2018-2023

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

Sources

Summary 1 Research Sources

Headlines

Prospects

Car Air Fresheners Are Neccessities Rather Than Optional

Products With Natural Ingredients To Gain Traction in the Industry

Competitive Landscape

International Brands Continue To Dominate

New Player in the Category

Category Data

Table 10 Sales of Air Care by Category: Value 2013-2018

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

Table 12 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

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

Headlines

Prospects

Bleach Remains As An Effective Cleaning Agent

Health Awareness and Environmental-friendliness on the Rise

Competitive Landscape

International Brand Dominates the Industry

Competitive Pricing Among Brands

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Hand Dishwashing Remains Unsubstitutable Product

Malaysians Unable To Afford Automatic Dishwashers

Competitive Landscape

Unilever (m) Holdings Sdn Bhd Leads Dishwashing

Premium Products Show Small But Positive Growth

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

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

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

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

Headlines

Prospects

Seasonal Outbreaks Determine Demand

Electric Insecticides Provide Round-the-clock Protection, But Not for Long

Competitive Landscape

International Giant SC Johnson & Son Remains Category Leader

Insecticides and Repellents With Natural Ingredients on the Rise

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

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

Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 33 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 34 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 35 Forecast Sales of Home Insecticides by Category: Value 2018-2023

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

Headlines

Prospects

Shift in Format and Concentration Evident in Malaysia

Fragrance Is the Selling Point for Laundry Care

Competitive Landscape

Procter & Gamble (m) Sdn Bhd, the Undisputed Leader

Green Labels Yet To Successfully Convince Consumers

Category Indicators

Table 37 Household Possession of Washing Machines 2013-2018

Category Data

Table 38 Sales of Laundry Care by Category: Value 2013-2018

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

Table 40 Sales of Laundry Aids by Category: Value 2013-2018

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

Table 42 Sales of Laundry Detergents by Category: Value 2013-2018

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

Table 44 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 45 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 46 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 50 Forecast Sales of Laundry Care by Category: Value 2018-2023

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

Headlines

Prospects

Cheaper Footwear Weakens Demand for Shoe Polish

Non-leather Fashionable Footwear A Threat To Shoe Polish

Competitive Landscape

SC Johnson & Son Dominates Shoe Polish

Furniture Polish and Metal Polish Show Downward Trend

Category Data

Table 52 Sales of Polishes by Category: Value 2013-2018

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

Table 54 NBO Company Shares of Polishes: % Value 2014-2018

Table 55 LBN Brand Shares of Polishes: % Value 2015-2018

Table 56 Forecast Sales of Polishes by Category: Value 2018-2023

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

Headlines

Prospects

Bathroom Cleaners and Home Care Disinfectants Are the New Rising Stars

Buy Extra Time With Home Care Disposable Wipes

Competitive Landscape

Reckitt Benckiser (m) Sdn Bhd Dominates Surface Care

Multi-purpose Cleaners Remain Popular

Category Data

Table 58 Sales of Surface Care by Category: Value 2013-2018

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

Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 62 NBO Company Shares of Surface Care: % Value 2014-2018

Table 63 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 66 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Emphasis on Toilet Cleanliness Leads To Toilet Liquids/foam Growth

In-cistern Devices Gaining Popularity

Competitive Landscape

Reckitt Benckiser Remains Dominant in Toilet Care

Private Label Offers Affordabitity

Category Data

Table 68 Sales of Toilet Care by Category: Value 2013-2018

Table 69 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 70 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 71 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 72 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

In 2018, moderate performance was recorded for home care as consumers perceive home care as fundamental to their daily lives. With the growing awareness among consumers in Malaysia, consumers are constantly seeking products that offer great convenience and value without compromising on efficacy. As time is seen as the most valuable commodity in today’s world, consumers demand quick solutions to home care. With increased living costs especially in urban areas, consumers continue to seek value pur...

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 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.