Product Code: HCPID
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower purchasing power of consumers slows down growth
Sayap Mas Utama continues leading the market with various new launches
Companies introduce new products in eco-friendly packaging
PROSPECTS AND OPPORTUNITIES
Driven by hand wash detergents, laundry care will post a lower CAGR over the forecast period
Switching from powder to liquid detergents is likely to continue in the forecast period
Leading players will continue dominating the market
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers in rural areas move from using laundry care to dishwashing products
Lower-priced products are launched to attract price-conscious consumers
Unilever Indonesia continues to lead in 2021 thanks to its wide portfolio of dishwashing detergents
PROSPECTS AND OPPORTUNITIES
Dishwashing is expected to post higher growth in the forecast period as more and more consumers opt for hand dishwashing detergents
Upgrading from sabun colek to hand dishwashing, but not to automatic dishwashing
Benefiting from strong brand recognition, Unilever's Sunlight will retain its unshaken dominance
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Surface care sees growth rate decelerate due to declining consumer purchasing power
Urbanisation also contributes to growth
More shelf space allocated to home care disinfectants
PROSPECTS AND OPPORTUNITIES
Rising hygiene-consciousness will continue to drive growth
Growing interest in more sophisticated cleaning products will support value growth
Competition between Unilever and Sayap Mas is likely to intensify
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of Surface Care: % Value 2017-2021
Table 36 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 37 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales of bleach negatively affected by popularity of disinfectants
Lack of new product development affects sales growth
Bayclin and So Klin Pemutih continue to lead bleach in 2021
PROSPECTS AND OPPORTUNITIES
Lack of product innovation may lead to negative growth
Competition from alternatives will also hamper growth
Leaders set to continue taking share from the smallest players
CATEGORY DATA
Table 39 Sales of Bleach: Value 2016-2021
Table 40 Sales of Bleach: % Value Growth 2016-2021
Table 41 NBO Company Shares of Bleach: % Value 2017-2021
Table 42 LBN Brand Shares of Bleach: % Value 2018-2021
Table 43 Forecast Sales of Bleach: Value 2021-2026
Table 44 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet liquids/foam continues to dominate due to the limited competition
Urbanisation also drives strong growth
SC Johnson & Son leads toilet care with its popular Bebek brand
PROSPECTS AND OPPORTUNITIES
Dynamic growth forecast as consumers are more aware of hygiene
Wider availability and urbanisation will stimulate growth
Move towards e-commerce set to continue
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2016-2021
Table 46 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 48 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 49 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales of polishes continue to decline in 2021 as fewer consumers feel the need to use polish
Low sales in all other polishes categories
Known for the quality of its polishes, SC Johnson & Son remains leader in the product area in 2021
PROSPECTS AND OPPORTUNITIES
Volume sales set to recover gradually as workers return to the office
Rising image-consciousness could have positive and negative impacts
SC Johnson & Son is likely to remain the leader in shoe and furniture polish, while Reckitt Benckiser is set to solidify its position in metal polish
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2016-2021
Table 52 Sales of Polishes by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of Polishes: % Value 2017-2021
Table 54 LBN Brand Shares of Polishes: % Value 2018-2021
Table 55 Forecast Sales of Polishes by Category: Value 2021-2026
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
The dominant category, car air fresheners, sees a recovery in demand as consumers spend more time outdoors in 2021
Non-essential nature of air care products contributes to decline
Leading company, Megasari Makmur, invests in new product development
PROSPECTS AND OPPORTUNITIES
Higher growth than in the review period as the consumer base expands
Increasing sophistication contributes to price rises
Rising car ownership and taxi services will maintain growth for car air fresheners
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2016-2021
Table 58 Sales of Air Care by Category: % Value Growth 2016-2021
Table 59 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 60 NBO Company Shares of Air Care: % Value 2017-2021
Table 61 LBN Brand Shares of Air Care: % Value 2018-2021
Table 62 Forecast Sales of Air Care by Category: Value 2021-2026
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN INDONESIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales remain stable as home insecticides are considered essential products
The move from insecticide coils to spray/aerosol insecticides continues
Johnson Home Hygiene Products maintains leading position due to continuous product innovation
PROSPECTS AND OPPORTUNITIES
Rising rate of volume growth due to population growth
Consumer price-consciousness will lead players to operate a discounting strategy
Electric and spray/aerosol insecticides set to drive growth
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2016-2021
Table 65 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value2016-2021
Table 67 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 68 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 69 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
