말레이시아의 홈케어 시장

The home care market in Malaysia is characterised by resilience and growth, driven by economic and demographic factors such as rising median disposable income per household and urbanisation. In 2025, the market reached a retail value of MYR3.9 billion, with laundry care being the largest category, boosted by high washing machine penetration. The market is forecast to record a current value CAGR of 5% to reach sales of MYR4.9 billion by 2030. To succeed, brands must focus on innovation, sustainab...

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 2030 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.

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TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Resilient Home Care Market Driven by Economic and Demographic Factors

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

CHART 2 Analyst Insight for Home Care

Laundry Care Dominates Market Share

Kao Malaysia Drives Sustainability with Eco-Friendly Launches

CHART 3 Kao Malaysia Launches Eco-Friendly Magiclean Floor Cleaner Refill Pouch, Driving Sustainability

CHART 4 Value Sales of Home Care 2020-2030

CHART 5 Volume Sales of Home Care 2020-2030

CHART 6 Value Sales of Home Care by Category 2025

What's Next?

Laundry Care Will Maintain Its Dominance

Sustainability Will Drive Innovation and Growth

Targeted Products to Gain Traction among Younger Consumers

CHART 7 Forecast Value Sales of Home Care 2020-2030

CHART 8 Forecast Value Sales of Home Care by Category 2025-2030

Competitive Landscape

Sc?Johnson and Unilever Continue to Lead

CHART 9 Innovative Antibacterial Cleaner with Natural Fermentation Technology

New Products From Kao and Pipper Standard

CHART 10 Kao Malaysia Launches Magiclean Innovations for Health-Conscious Consumers

Opportunities Arise From Sustainability and Innovation

CHART 11 Company Shares of Home Care 2025

CHART 12 Brand Shares of Home Care 2025

Channels

Grocery Retailers Dominate Sales

E-Commerce Gains Traction with Convenience and Promotions

Digital Channels to Continue Growing with Consumer Behaviour Shift

CHART 13 Retail Channels of Home Care 2020-2025

Economic Context

CHART 14 Economic Context for Home Care

CHART 15 Real Gdp Growth 2020-2030

CHART 16 Inflation 2020-2030

Consumer Context

CHART 17 Consumer Context for Home Care

CHART 18 Population 2020-2030

CHART 19 Consumer Expenditure 2020-2030

CHART 20 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Strong Demand for Multifunctional Products Drives Sales
• Key Industry Trends
• CHART 21 Key Industry Trends for Laundry Care
• Industry Performance
• CHART 22 Daia'S 3-In-1 Softergent Drives Multifunctionality Trend in Malaysia'S Laundry Care Market
• Laundry Detergents Remain Dominant, Driven by Consumer Needs
• Sustainability an Increasingly Key Trend, Influencing Product Innovation
• CHART 23 Value Sales of Laundry Care 2020-2030
• CHART 24 Volume Sales of Laundry Care 2020-2030
• CHART 25 Value Sales of Laundry Care by Category 2025
• What's Next?
• Consumers to Drive Demand for Eco-Friendly and Multifunctional Laundry Care Products
• CHART 26 Analyst Insight for Laundry Care
• Laundry Detergents Will Maintain Its Dominance with Its Multifunctional Innovations
• E-Commerce and Subscription Models to Gain Traction with Eco-Friendly Products
• CHART 27 Forecast Value Sales of Laundry Care 2020-2030
• CHART 28 Forecast Value Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Kao Strengthens Its Lead with Sustainable Innovations
• CHART 29 Attack Liquid Detergent 3kg Refill Spout Pouch: Setting New Standards in Sustainable Laundry
• Ecominim Launches Plant-Based Laundry Products
• CHART 30 Ecominim's Plant-Based Laundry Innovations
• Daia'S 3-In-1 Softergent Lavender Taps into the Multifunctionality Trend
• CHART 31 Company Shares of Laundry Care 2025
• CHART 32 Brand Shares of Laundry Care 2025
• Channels
• Grocery Retailers Lead Laundry Care Sales
• Retail E-Commerce the Fastest-Growing Channel
• E-Commerce Gains Traction with Sustainable and Multifunctional Products
• CHART 33 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 34 Economic Context for Laundry Care
• CHART 35 Real Gdp Growth 2020-2030
• CHART 36 Inflation 2020-2030
• Consumer Context
• CHART 37 Consumer Context for Laundry Care
• CHART 38 Population 2020-2030
• CHART 39 Consumer Expenditure 2020-2030
• CHART 40 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Premium and Wellness-Focused Products Drive Sales Growth
• Key Industry Trends
• CHART 41 Key Industry Trends for Dishwashing
• Industry Performance
• Hand Dishwashing Remains Dominant, Automatic Dishwashing Gradually Developing
• Sustainability and Health Drive Innovation and Consumer Choice
• CHART 42 Value Sales of Dishwashing 2020-2030
• CHART 43 Volume Sales of Dishwashing 2020-2030
• CHART 44 Value Sales of Dishwashing by Category 2025
• What's Next?
• Consumers to Prioritise Affordability and Sustainability in Dishwashing
• Hand Dishwashing to Remain Dominant, Automatic Dishwashing Will Continue Gradually Developing
• E-Commerce Will Continue to Shape Dishwashing Sales Channels
• CHART 45 Forecast Value Sales of Dishwashing 2020-2030
• CHART 46 Forecast Value Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Seventh Generation Launches New Product with Plant-Based Ingredients
• CHART 47 Seventh Generation's Bio-Based Dishwashing Product
• Unilever and Colgate-Palmolive Dominate with Strong Brand Portfolios
• Cose Launches New Concentrated Dishwashing Liquid
• CHART 48 COSE's New Concentrated Dishwashing Liquid
• CHART 49 Company Shares of Dishwashing 2025
• CHART 50 Brand Shares of Dishwashing 2025
• Channels
• Supermarkets and Hypermarkets Lead Dishwashing Sales
• Retail E-Commerce Drives Growth with Convenience and Promotions
• E-Commerce Continues to Shape Sales Landscape
• CHART 51 Analyst Insight for Dishwashing
• CHART 52 Retail Channels of Dishwashing 2020-2025
• Economic Context
• CHART 53 Economic Context for Dishwashing
• CHART 54 Real Gdp Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Dishwashing
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Brands Innovate with Sustainable and Multifunctional Products
• Key Industry Trends
• CHART 60 Key Industry Trends for Surface Care
• Industry Performance
• Largest Category Drives Growth with Multifunctionality
• Sustainability and Health Drive Innovation and Growth
• CHART 61 Value Sales of Surface Care 2020-2030
• CHART 62 Volume Sales 2020-2030
• CHART 63 Value Sales of Surface Care by Category 2025
• What's Next?
• Consumers to Drive Growth with Eco-Friendly and Multifunctional Demands
• Multipurpose Cleaners Will Continue to Lead as Multifunctionality Drives Sales
• E-Commerce and Sustainability Shape Business Strategies
• CHART 64 Forecast Value Sales of Surface Care 2020-2030
• CHART 65 Forecast Value Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Kao and Sc Johnson Lead Thanks to Their Innovation and Sustainability
• CHART 66 Magiclean Floor Cleaner Debuts Larger, Eco Friendly 2.8-litre Pouch Pack, Reducing Plastic Use by 67%
• Kao Launches Magiclean Pipe & Sink Cleaner and New Magiclean Floor Cleaner Eco-Friendly Pouch Pack
• CHART 67 Kao Boosts Health-Focused Surface Care with Magiclean Pipe & Sink Cleaner Launch
• Opportunities Emerge for Businesses in Sustainable and Multifunctional Products
• CHART 68 Company Shares 2025
• CHART 69 Brand Shares 2025
• Channels
• Retail E-Commerce Gains Share as Consumers Seek Convenience, but Offline Sales Still Dominate
• Omnichannel Retailing Becoming Increasingly Important
• CHART 70 Analyst Insight for Surface Care
• No Emerging Retail Brands or Concepts Identified
• CHART 71 Retail Channels of Surface Care 2020-2025
• Economic Context
• CHART 72 Economic Context for Surface Care
• CHART 73 Real Gdp Growth 2020-2030
• CHART 74 Inflation 2020-2030
• Consumer Context
• CHART 75 Consumer Context for Surface Care
• CHART 76 Population 2020-2030
• CHART 77 Consumer Expenditure 2020-2030
• CHART 78 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Mood-Boosting Ingredients Drive Growth in Bleach Sales
• Key Industry Trends
• CHART 79 Key Industry Trends for Bleach
• Industry Performance
• Affordable Multi-Purpose Bleach Products Gain Traction
• Stricter Regulations Drive Innovation in Safer Formulations
• CHART 80 Value Sales of Bleach 2020-2030
• CHART 81 Volume Sales of Bleach 2020-2030
• What's Next?
• Consumers to Drive Demand for Sustainable Bleach Products
• CHART 82 Analyst Insight for Bleach
• E-Commerce to Drives Sales with Competitive Pricing and Promotions
• Sustainable Formulations and Mood-Boosting Scents to Shape the Future
• CHART 83 Forecast Value Sales of Bleach 2020-2030

Competitive Landscape

• Leading Brands Solidify Their Positions through Innovation and Distribution
• CHART 84 Kuat Harimau Bleach Lemon Taps Into Mood-Boosting Trend
• No Significant Mergers or New Entrants Expected
• CHART 85 Company Shares of Bleach 2025
• CHART 86 Brand Shares of Bleach 2025
• Channels
• Grocery Retailers Lead Bleach Sales Thanks to Their Convenience
• Retail E-Commerce Gains Share with Its Wider Product Variety and Promotions
• No New Retail Brands or Concepts Emerge in 2026
• CHART 87 Retail Channels of Bleach 2020-2025
• Economic Context
• CHART 88 Economic Context for Bleach
• CHART 89 Real Gdp Growth 2020-2030
• CHART 90 Inflation 2020-2030
• Consumer Context
• CHART 91 Consumer Context for Bleach
• CHART 92 Population 2020-2030
• CHART 93 Consumer Expenditure 2020-2030
• CHART 94 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Kao and Clorox Drive Innovation in Hygiene Solutions
• Key Industry Trends
• CHART 95 Key Industry Trends for Toilet Care
• Industry Performance
• Toilet Liquids/Foam Dominates Market Share Thanks to Its Convenience
• Evolving Product Formats and Health Trends Shape Market
• CHART 96 Value Sales of Toilet Care 2020-2030
• CHART 97 Volume Sales of Toilet Care 2020-2030
• CHART 98 Value Sales of Toilet Care by Category 2025
• What's Next?
• Sustainable and Smart Solutions to Drive Future Growth
• In-Cistern Devices to See the Most Dynamic Growth
• CHART 99 Analyst Insight for Toilet Care
• Health and Wellness Trends to Shape Industry Landscape
• CHART 100 Forecast Value Sales of Toilet Care 2020-2030
• CHART 101 Forecast Value Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Their Grip through Innovation and Distribution
• CHART 102 Kao Leads Toilet Care Innovation in Malaysia with Compact, Spray-Based Cleaners for Modern Homes
• Kao Launches Easy-To-Spray Toilet Cleaner
• Stable Competitive Landscape with Opportunities for Innovation
• CHART 103 Clorox Foaming Toilet Bomb Cleaner Leads 2025's Health-Driven Shift in Home Toilet Care
• CHART 104 Company Shares of Toilet Care 2025
• CHART 105 Brand Shares of Toilet Care 2025
• Channels
• Convenience Stores Lead Toilet Care Sales
• Retail E-Commerce Is the Fastest-Growing Channel in Toilet Care
• Key Trends Shaping Toilet Care Distribution in Malaysia
• CHART 106 Retail Channels of Toilet Care 2020-2025
• Economic Context
• CHART 107 Economic Context for Toilet Care
• CHART 108 Real Gdp Growth 2020-2030
• CHART 109 Inflation 2020-2030
• Consumer Context
• CHART 110 Consumer Context for Toilet Care
• CHART 111 Population 2020-2030
• CHART 112 Consumer Expenditure 2020-2030
• CHART 113 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Premium Formulations Drive Sales Growth and Polish Market Expansion
• Key Industry Trends
• CHART 114 Key Indutry Trends for Polishes
• Industry Performance
• CHART 115 Analyst Insight for Polishes
• Shoe Polish Remains the Largest Category
• Enhanced Quality Trend Shapes Polish Market Dynamics
• CHART 116 Value Sales of Polishes 2020-2030
• CHART 117 Volume Sales of Polishes 2020-2030
• CHART 118 Value Sales of Polishes by Category 2025
• What's Next?
• Premium Formulations and Sustainability Will Drive Future Sales
• Shoe Polish Will Remain Dominant, While Furniture Polish Will Face Challenges
• E-Commerce Growth Slows as Physical Stores Maintain Their Dominance
• CHART 119 Forecast Value Sales of Polishes 2020-2030
• CHART 120 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Kiwi Continues to Lead Thanks to Its Quality and Distribution
• Jades & Easystone's New Aureo Shoe Polish and Shoeshine Sponge
• CHART 121 Aureo's Shine & Nourish Cream Marks New Era in Premium Leather Shoe Care
• No Significant Mergers or New Launches Expected
• CHART 122 Company Shares of Polishes 2025
• CHART 123 Brand Shares of Polishes 2025
• Channels
• Supermarkets and Hypermarkets Lead Polish Sales through In-Person Inspection
• Retail E-Commerce Drives Growth with Wider Product Selections and Promotions
• Omnichannel Presence Key to Capturing Growing Demand
• CHART 124 Retail Channels of Polishes 2020-2025
• Economic Context
• CHART 125 Economic Context for Polishes
• CHART 126 Real Gdp Growth 2020-2030
• CHART 127 Inflation 2020-2030
• Consumer Context
• CHART 128 Consumer Context for Polishes
• CHART 129 Population 2020-2030
• CHART 130 Consumer Expenditure 2020-2030
• CHART 131 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Brands Adopt Shrinkflation to Maintain Profitability
• Key Industry Trends
• CHART 132 Key Industry Trends for Air Care
• Industry Performance
• Premium Formats Thrive in Speciality Retail and E-Commerce
• Sustainability and Wellness Drive Innovation and Growth
• CHART 133 Value Sales of Air Care 2020-2030
• CHART 134 Volume Sales of Air Care 2020-2030
• CHART 135 Value Sales of Air Care by Category 2025
• What's Next?
• Consumers to Drive Demand for Wellness-Focused and Eco-Friendly Products
• CHART 136 Analyst Insight for Air Care
• Car and Spray/Aerosol Air Fresheners Will Remain the Largest Categories
• Digital Platforms and Sustainability Shape Business Strategies
• CHART 137 Forecast Value Sales of Air Care 2020-2030
• CHART 138 Forecast Value Sales of Air Care by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Their Dominance through Innovation
• Glade Introduces Smaller 452G Variety
• CHART 139 Brands Look for Alternatives to Remain Profitable due to Value-for Money Trend
• Market Trends and Opportunities for Businesses
• CHART 140 Company Shares of Air Care 2025
• CHART 141 Brand Shares of Air Care 2025
• Channels
• Modern Trade Leads Air Care Sales Thanks to Its Broad Assortments
• Retail E-Commerce Grows Rapidly, Driven by Convenience
• Omnichannel Strategies Key to Capturing Evolving Demand
• CHART 142 Retail Channels of Air Care 2020-2025
• Economic Context
• CHART 143 Economic Context for Air Care
• CHART 144 Real Gdp Growth 2020-2030
• CHART 145 Inflation 2020-2030
• Consumer Context
• CHART 146 Consumer Context for Air Care
• CHART 147 Population 2020-2030
• CHART 148 Consumer Expenditure 2020-2030
• CHART 149 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Rising Demand for Safer Formulations Drives Growth
• Key Industry Trends
• CHART 150 Key Industry Trends of Home Insecticides
• Industry Performance
• Spray/Aerosol Insecticides Dominate Market Share
• Electric Insecticides See Dynamic Growth
• CHART 151 Value Sales of Home Insecticides 2020-2030
• CHART 152 Volume Sales of Home Insecticides 2020-2030
• CHART 153 Value Sales of Home Insecticides by Category 2025
• What's Next?
• Consumers to Drive Demand for Safer, Multifunctional Insecticides
• Spray/Aerosol Insecticides Will Remain Dominant, Electric Insecticides Most Dynamic
• Rise of Eco-Friendly Alternatives and Digital Channels to Shape Future
• CHART 154 Forecast Value Sales of Home Insecticides 2020-2030
• CHART 155 Forecast Value Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Dominance through Innovation
• Unique Anti-Landing Technology in Kao's Biore Guard Mos Block Serum
• CHART 156 Kao's Biore GUARD Mos Block Serum with Unique Anti-Landing Technology
• No Significant Mergers or Acquisitions or New Launches
• CHART 157 Company Shares of Home Insecticides 2025
• CHART 158 Brand Shares of Home Insecticides 2025
• Channels
• Offline Retail Remains Dominant Despite E-Commerce Growth
• Retail E-Commerce the Fastest-Growing Channel
• CHART 159 Analyst Insight for Home Insecticides
• Trends Shaping Retail Environment
• CHART 160 Retail Channels of Home Insecticides 2020-2025
• Economic Context
• CHART 161 Economic Context for Home Insecticides
• CHART 162 Real Gdp Growth 2020-2030
• CHART 163 Inflation 2020-2030
• Consumer Context
• CHART 164 Consumer Context for Home Insecticides
• CHART 165 Population 2020-2030
• CHART 166 Consumer Expenditure 2020-2030
• CHART 167 Population by Generation 2025
• Country Reports Disclaimer