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Report
Home Care in Indonesia
Market Direction I 2025-02-05 I 62 Pages I Euromonitor
In 2024, the home care industry in Indonesia saw steady growth, with major categories such as laundry care, dishwashing, surface care, air care, and home insecticides all contributing to the expansion. The primary drivers of this growth were increasing awareness of hygiene and cleanliness, urbanisation, and the country's rising middle-class population. Local consumers are becoming more focused on maintaining clean and healthy environments at home - particularly after the pandemic heightened conc...
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 2029 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.
Home Care in Indonesia
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN INDONESIA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sales rise in both volume and current value terms in 2024
Sayap Mas Utama leads with So Klin brand
Hand wash detergents remains most popular segment in laundry care in Indonesia
PROSPECTS AND OPPORTUNITIES
Forecast period will see robust rises for overall category
Consumers to show greater interest in gentle plant-based alternatives
Expansion of e-commerce and other modern retail channels supports future growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Dishwashing expands while consumers shift away from Unilever products
Unilever falls to second place as Lion Wings take the crown
Innovation drive progress
PROSPECTS AND OPPORTUNITIES
Strong growth projected for dishwashing throughout forecast period
Players invest more in safe products as consumers show rising concern over harmful chemicals
Prices will rise among established players and competition will intensify with new entrants offering more affordable options
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Standard floor cleaners continues to account for bulk of sales in 2024
Sayap Mas Utama maintains overall leadership with So Klin brand
Disinfectants sees slowed growth with Wipol still in the lead
PROSPECTS AND OPPORTUNITIES
Future growth to be led by standard floor cleaners and multi-purpose cleaners
Multi-purpose cleaners will remain more popular than targeted solutions, while window/glass cleaners will benefit from urbanisation
Baby and child-friendly products set to expand throughout surface care
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bleach continues to wane as it faces increasing irrelevance and lack of innovation
BayClin and So Klin maintain category dominance in 2024
Sachet packaging formats appeal to rural and cost-conscious consumers
PROSPECTS AND OPPORTUNITIES
Bleach unlikely to regain lost ground during forecast period
Alternative products offer superior functionality to bleach
No major competitive landscape shifts anticipated for forecast period
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust growth seen for toilet care in Indonesia in 2024, with rising consumer interest in toilet liquids/foam
Bebek leads, with Harpic in second place
Toilet liquids/foam lead growth and dominate sales in overall toilet care
PROSPECTS AND OPPORTUNITIES
Further strong growth projected for toilet care in Indonesia
Toilet liquids/foam set to remain firm favourite among local consumers
Modern retail channels will continue to lead category sales
CATEGORY DATA
Table 70 Sales of Toilet Care by Category: Value 2019-2024
Table 71 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 73 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 74 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Low activity seen in polishes in 2024
SC Johnson & Son maintains clear leadership with Kiwi brand
Low levels of innovation and lack of investment in marketing curb growth
PROSPECTS AND OPPORTUNITIES
Polishes set to struggle over forecast period
Sales in metal polish to drive overall volume growth
Leading players assured of continued dominance while expanding e-commerce should support growth
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2019-2024
Table 51 Sales of Polishes by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Polishes: % Value 2020-2024
Table 53 LBN Brand Shares of Polishes: % Value 2021-2024
Table 54 Forecast Sales of Polishes by Category: Value 2024-2029
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Air care turns in positive performance for 2024
Stella and Glade hold majority of value share
Floral and fruity scents as firm favourites for air fresheners
PROSPECTS AND OPPORTUNITIES
Bright future forecast for air care in Indonesia
Modern trade channels lead sales, with electric air fresheners set to lead growth
Stella likely to hold on to top spot
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2019-2024
Table 57 Sales of Air Care by Category: % Value Growth 2019-2024
Table 58 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 59 NBO Company Shares of Air Care: % Value 2020-2024
Table 60 LBN Brand Shares of Air Care: % Value 2021-2024
Table 61 Forecast Sales of Air Care by Category: Value 2024-2029
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Home insecticides sees strong current value growth as volume sales struggle
HIT strengthens overall category leadership in 2024
Consumers shift from traditional to modern products
PROSPECTS AND OPPORTUNITIES
Steady growth forecast for air care in Indonesia
Spray/aerosol formats as largest segment
Moth proofers and other home insecticides to gain greater relevance
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2019-2024
Table 64 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 66 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 67 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 68 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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