인도네시아의 홈케어 시장

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.

TABLE OF CONTENTS

List Of Contents And Tables

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