马来西亚的家庭护理市场

根据现值计算，预计 2024 年马来西亚家庭护理市场的成长速度将比过去两年相对较慢。根据马来西亚统计局的数据，通货膨胀率在 2024 年 11 月降至 1.8%，低于 2022 年和 2023 年，但对于低收入家庭来说仍然是一个挑战。这些消费者面临巨大的通膨压力，尤其是食品成本的上涨速度快于整体消费者物价指数（CPI）。零售商面临的成长率高于整体消费者物价指数（CPI）的增幅。

本报告研究了马来西亚家庭护理市场，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

马来西亚衣物洗护

关键资料发现

2024 年的发展

• 由于多功能、节省成本的产品的推出，衣物洗护正在经历积极的增长。
• 小苏打成为清洁剂中关键的天然成分
• 前置式洗衣机在都市区消费者中越来越受欢迎，推动了对低泡配方的需求

前景与机会

• 衣物洗护变得越来越碎片化
• BioHome 推出生态补充站，洗衣片为消费者提供永续替代品
• 线下零售商占主导地位，但随着订阅模式的盛行，电子商务将继续成长

类别指标

分类资料

马来西亚洗碗机

关键资料发现

2024 年的发展

• 消费者生活方式改变导致成长放缓
• 家庭烹饪文化在家庭和农村地区依然盛行，从而推动了对洗碗机的需求。
• Cozy 的 DIY 手动洗碗套件为您带来您期待已久的实惠价格

前景与机会

• 能源成本担忧导致洗碗机市场成长放缓
• 食品宅配服务影响洗碗需求
• 虽然实体店继续发挥重要作用，但电子商务销售额仍在继续成长

类别指标

分类资料

马来西亚外观保养

关键资料发现

2024 年的发展

• 生活成本上升推动多功能产品成长
• 补给站吸引环保意识的消费者
• 消费者对卫生的关注度不断提高，推动了对抗菌和消毒外观保养产品的需求。

前景与机会

• 手持吸尘器、机器人吸尘器和电动拖把对标准地板清洁剂构成了真正的威胁
• Senyumm 推出订阅式环保地板清洁剂湿纸巾，实现便利、永续的清洁
• 家庭护理产品网路购物持续成长，实体店仍占主导地位

分类资料

马来西亚漂白剂

关键资料发现

2024 年的发展

• 漂白剂由于其多功能性和价格便宜而一直很受欢迎。
• 日益增长的健康和环境问题将对销售产生负面影响
• 家用消毒水是比漂白水更安全、更方便的替代品

前景与机会

• 漂白剂在价格敏感、品牌忠诚度较低的消费者中仍然很受欢迎
• 对永续产品的需求不断增长，损害了销售
• 实体店仍然很重要，但电子商务销售额持续成长

分类资料

马来西亚厕所清洁

关键资料发现

2024 年的发展

• 随着卫生意识的增强，厕所清洁稳步成长
• 评估储罐设备的全天候清洁功能
• 忙碌的生活方式推动对多功能清洁剂的需求

前景与机会

• 对永续厕所清洁解决方案的需求不断增加
• 清洁业务中对消毒剂的需求增加
• 实体店将占据最大份额，但电子商务销售将继续成长

分类资料

马来西亚磨料磨俱

关键资料发现

2024 年的发展

• 生活方式的改变减少了需求
• 知名品牌主导销售
• 线下购物占主导地位，但电子商务持续成长

前景与机会

• 竞争加剧，稳定成长
• 便利趋势削弱了对家具和金属抛光剂的需求
• 电子商务继续蓬勃发展，但实体店仍占据主导地位

分类资料

马来西亚空气清净

关键资料发现

2024 年的发展

• 空气品质护理需求持续成长，天然产品越来越受欢迎
• 汽车保有量高推动汽车空气清新剂需求
• 电子商务正在兴起

前景与机会

• 多功能空气清新剂的需求日益增加
• 蜡烛清新剂和扩香瓶将香味与美感融为一体
• 富裕消费者转向使用精油扩散器

分类资料

马来西亚家用杀虫剂

关键资料发现

2024 年的发展

• 随着登革热病例激增，家用杀虫剂也随之增加
• 使用天然植物来源成分的杀虫剂的需求不断增加
• 喷雾和气雾杀虫剂仍然很受欢迎，但盘蚊香能满足农村的需求。

前景与机会

• 传统家用杀虫剂危害较小的替代品的广泛使用限制了其成长
• 富裕消费者转向使用精油扩散器
• 儘管电子商务兴起，实体店仍发挥重要作用

分类资料

The home care market in Malaysia saw relatively modest growth in current value terms in 2024 compared to the previous two years. According to the Department of Statistics Malaysia, inflation eased to 1.8% in November 2024, which, while lower than in 2022 and 2023, still presented challenges for low-income households. These consumers faced significant price pressures, especially from food costs, which grew at a faster rate than the overall Consumer Price Index (CPI). Retailers, grappling with hig...

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 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 MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Laundry care sees positive growth, driven by introduction of multifunctional and cost-saving products
• Baking soda emerges as key natural ingredient in laundry detergents
• Growing popularity of front-loading washing machines among urban consumers drives demand for low-suds formulations

PROSPECTS AND OPPORTUNITIES

• Laundry care will see increasing segmentation
• Bio-Home unveils ECO refill stations, while its laundry sheets offer consumers a sustainable alternative
• Offline retailers dominate, but e-commerce is set to continue to rise, as subscription-based models gain traction

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 MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slower growth amid changing consumer lifestyles
• At-home cooking culture remains strong among families and in rural areas, boosting dishwashing product demand
• Hand dishwashing DIY kit by Cozy offers much-needed affordability

PROSPECTS AND OPPORTUNITIES

• Dishwashing market to experience slow growth amid energy cost concerns
• Food delivery services will impact dishwashing demand
• E-commerce sales to continue to grow while physical stores retain key role

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 MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Multifunctional products fuel growth, given high cost of living
• Refill stations appeal to environmentally-conscious consumers
• Rising demand for antibacterial and disinfecting surface care products, fuelled by consumers' growing hygiene concerns

PROSPECTS AND OPPORTUNITIES

• Stick and robotic vacuum cleaners and electric mops pose viable threat to standard floor cleaners
• Senyumm launches subscription-based eco-friendly floor detergent sheets for convenient, sustainable cleaning
• Online shopping for home care products will continue to rise, with physical stores remaining dominant

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 MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Bleach retains its popularity, thanks to its versatility and affordability
• Rising health and environmental concerns have negative impact on sales
• Home care disinfectants offer a safer and more convenient alternative to bleach

PROSPECTS AND OPPORTUNITIES

• Bleach will remain popular amongst price-sensitive consumers, who will show little brand loyalty
• Growing demand for more sustainable products will undermine sales
• E-commerce sales will continue to rise, although physical stores will remain important

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 MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady growth for toilet care, fuelled by increasing hygiene concerns
• In-cistern devices are valued for round-the-clock cleaning function
• Growing demand for multipurpose cleaners amid busy lifestyles

PROSPECTS AND OPPORTUNITIES

• Increasing demand for sustainable toilet care solutions
• Rising demand for disinfectants in cleaning routines
• E-commerce sales will continue to rise, although physical stores will retain largest share of the pie

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lifestyle changes dampen demand
• Established brands dominate sales
• Offline shopping dominates, but e-commerce continues to rise

PROSPECTS AND OPPORTUNITIES

• Steady growth amid rising competition
• Convenience trend will hamper demand for furniture and metal polishes
• E-commerce will continue to gain traction, but physical stores will retain dominance

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Demand for air care continues to grow, with natural offerings gaining traction
• High levels of car ownership drive demand for car air fresheners
• E-commerce is on the rise

PROSPECTS AND OPPORTUNITIES

• Rising demand for multifunctional air fresheners
• Candle air fresheners and reed diffusers offer a blend of fragrance and aesthetics
• Affluent consumers turn to essential oil diffusers

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth in home insecticides alongside spike in number of dengue cases
• Heightened demand for insecticides with natural plant-based ingredients
• Spray and aerosol insecticides retain their popularity, while coils cater to rural needs

PROSPECTS AND OPPORTUNITIES

• Widening availability of less harmful alternatives to traditional home insecticides will restrict growth
• Affluent consumers turn to essential oil diffusers
• Physical stores retain key role, despite rise of e-commerce

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029