印尼家庭护理市场

2024年，印尼的家庭护理行业稳步增长，衣物洗护、洗碗、外观保养、空气清净和家用杀虫剂等主要类别均促进了扩张。这一增长的主要驱动力是人们卫生和清洁意识的提高、都市化以及中产阶级人口的增长。当地消费者更重视保持家中清洁、健康的环境，尤其是在疫情后。

本报告研究了印尼家庭护理市场，确定了主要企业和主要品牌，并对影响市场的主要因素进行了策略分析，包括新产品开发、包装创新、经济/生活方式的影响、分销和定价问题。它还提供截至 2029 年的预测。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

印尼衣物洗护

关键资料发现

2024 年的发展

• 2024年的销售量无论从数量或市值来看都会增加。
• Sayap Mas Utama 是 So Klin 品牌的负责人
• 洗手清洁剂是印尼最受欢迎的洗衣产品类别

前景与机会

• 预计预测期内各类别将实现强劲成长
• 消费者对植物来源、较温和的替代品表现出浓厚兴趣
• 电子商务和其他现代零售通路的扩张将支持未来成长

类别指标

分类资料

印尼的洗碗

关键资料发现

2024 年的发展

• 随着消费者逐渐放弃联合利华产品，洗碗业发展迅速
• Lion Wings 夺冠，联合利华跌至第二位
• 创新推动进步

前景与机会

• 预计整个预测期内清洗将实现强劲成长
• 随着消费者对有害化学物质的关注度不断提高，企业纷纷增加对更安全产品的投入
• 现有参与企业的价格上涨，新进业者提供更多实惠的选择，导致竞争加剧

类别指标

分类资料

印尼外观保养

关键资料发现

2024 年的发展

• 2024 年，标准地板清洁剂将继续占据大部分销售额
• Sayap Mas Utama 以 So Klin 品牌保持整体领导地位
• 消毒剂成长放缓，Wipol 仍保持领先

前景与机会

• 未来成长将由标准地板清洁剂和多用途清洁剂推动
• 全能清洁剂仍然比针对性清洁剂更受欢迎，而窗户/玻璃清洁剂则受益于都市化
• 婴儿及儿童友善产品将扩展至整体外观保养

分类资料

印尼漂白剂

关键资料发现

2024 年的发展

• 由于缺乏创新，漂白水销售持续下降
• BayClin 和 SoClin 将在 2024 年保持类别主导地位
• 小袋包装吸引了农村和注重成本的消费者

前景与机会

• 预测期内，漂白剂不太可能恢復失地
• 替代产品比漂白剂具有更好的功能
• 预测期内竞争格局预计不会有重大变化

分类资料

印尼厕所清洁

关键资料发现

2024 年的发展

• 受消费者对清洁剂和泡沫厕所清洁剂兴趣的不断增长推动，印尼预计 2024 年厕所清洁将出现强劲增长
• Bebek 位居榜首，Harpic 位居第二
• 洁厕液和泡沫推动成长并主导整体洁厕产品销售

前景与机会

• 预计印尼厕所清洁将进一步大幅成长
• 清洁剂/泡沫清洁剂仍受当地消费者欢迎
• 现代零售通路持续引领品类销售

分类资料

印尼磨料

关键资料发现

2024 年的发展

• 2024 年磨料市场将陷入低迷
• 庄臣公司凭藉 Kiwi 品牌保持领先地位
• 创新低落和行销投资不足阻碍了成长

前景与机会

• 预计波兰在预测期内将陷入困境
• 金属磨料销售带动整体销售成长
• 我们相信主要参与企业将继续占据主导地位，电子商务的扩张将支持成长。

分类资料

印尼空气清净

关键资料发现

2024 年的发展

• 空气清净将在 2024 年取得强劲业绩
• Stella 和 Glade 占据大部分价值份额
• 空气清新剂中常见的花香与果香

前景与机会

• 印尼空气护理前景光明
• 现代贸易通路将推动销售，而电动式空气清新剂有望推动成长
• 斯特拉有望继续保持榜首位置

分类资料

印尼家用杀虫剂

关键资料发现

2024 年的发展

• 儘管家用杀虫剂的销售量停滞不前，但其当前价值却大幅成长。
• HIT 将在 2024 年加强全类别领导地位
• 消费者正从传统产品转向现代产品

前景与机会

• 印尼空气清净预测稳定成长
• 喷雾/气雾剂是最大的细分市场
• 驱虫剂和其他家用杀虫剂的重要性日益增加

分类资料

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