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Home care saw slightly slower retail volume and current value growth rates in 2020 than in the previous year. COVID-19 had different impacts on different home care categories. For instance, products that boost hygiene, including bleach, toilet care, surface care and in particular dishwashing, enjoyed accelerated volume and value growth rates in this year. Due to growing health awareness as a result of the virus, these products were used by consumers to disinfect their homes and get rid of germs...
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 2025 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
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Hand wash detergents sees a slowdown due to COVID-19 economic impact
Higher-income consumers do laundry more frequently due to COVID-19
COVID-19 leads e-commerce to increase strongly
RECOVERY AND OPPORTUNITIES
Laundry care set to continue to struggle to achieve growth in 2021
New launches and promotion will contribute to growth
Upgrading will contribute to unit price growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More consumption in the home leads to dynamic growth for dishwashing
Consumers in rural areas move from using laundry care to dishwashing products
COVID-19 leads to dynamism for e-commerce
RECOVERY AND OPPORTUNITIES
Despite a year of exceptional growth in 2020, in 2021 sales are still set to rise
Upgrading from sabun colek to hand dishwashing, but not to automatic dishwashing
Upgrading and down-trading will lead to price rises
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to rising hygiene awareness and more cleaning, improving growth
Existing trends also contribute to growth
New launches respond to the rise in demand
RECOVERY AND OPPORTUNITIES
Rising hygiene-consciousness will continue to drive growth
Standard floor cleaners supported by demand among lower-income consumers
New product launches and category expansion will also contribute to growth
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers switch to bleach due to shortages of disinfectant
CDC advice contributes to higher growth rates in bleach
Traditional grocery retailers leads distribution, but e-commerce is dynamic
RECOVERY AND OPPORTUNITIES
Maturity will lead to decline
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 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More time at home and rising hygiene awareness contribute to higher growth
Pre-existing trends such as urbanisation also drive strong growth
Toilet liquids/foam continues to dominate due to the limited competition
RECOVERY 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 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Working from home and lack of socialising leads to volume decline
Changing format preference leads to price rises, maintaining value growth
Low sales in all other polishes categories
RECOVERY AND OPPORTUNITIES
Volume sales set to recover gradually as workers return to the office
Rising image-consciousness could have positive and negative impacts
Innovation in shoe polish, little interest in pushing sales in other categories
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
The dominant category, car air fresheners, declines due to COVID-19
Non-essential nature of air care products contributes to decline
Increasing sophistication contributes to price rises
RECOVERY AND OPPORTUNITIES
Higher growth than in the review period as the consumer base expands
Rising car ownership and taxi services will maintain growth for car air fresheners
Busier lives will lead to demand for fragrance innovations such as aromatherapy
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 60 NBO Company Shares of Air Care: % Value 2016-2020 Table 61 LBN Brand Shares of Air Care: % Value 2017-2020 Table 62 Forecast Sales of Air Care by Category: Value 2020-2025 Table 63 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Limited impact from COVID-19, as these are considered essential products
Lower-income consumers buy smaller pack sizes to reduce the cost per purchase
The move from insecticide coils to spray/aerosol insecticides continues
RECOVERY 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 2015-2020 Table 65 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025