Household Care in Indonesia
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 86 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care market shows good performance in 2007
Led by positive value growth from all of the household care sectors, the household care market in Indonesia continued to perform well in 2007, seeing current value growth of 7%. The market is valued at over Rp7.7 trillion. Aggressive marketing campaigns, more product innovation and minimal price increases by the manufacturers, coupled with increasing demand for household products due to economic recovery in 2007 were the main factors contributing to the good performance of the household care market.
Power formula innovations are more notable
The rising consumer demand for faster results as well as convenience in household care products led manufacturers to improve their products by adding power formula ingredients. With aggressive efforts to promote these new products, manufacturers managed to draw more consumers towards the products and made brand awareness even stronger than before. As consumers continued to seek convenience in household care products, demand for brands with more powerful formulae experienced improved performance in 2007.
Two big players dominate the household care market
In 2007, the household care market in Indonesia remained relatively consolidated with two major players: Unilever Indonesia Tbk PT and Sayap Mas Utama PT. These two companies accounted for a combined market value share of 52% in 2007. Both companies compete in several household care sectors, particularly laundry care, and each company has superior brands which are very popular in Indonesia. Rinso from Unilever Indonesia and So Klin from Sayap Mas Utama were the key contributors to sales in 2007. This phenomenon was due to laundry care being the biggest sector and accounting for almost 58% of market value sales due to the high penetration of laundry care products in Indonesia.
Modern retailing formats swallowing traditional markets’ sales
While the distribution of household care products in Indonesia is still mainly through the traditional independent small grocers, value sales through this traditional retailing format are increasingly being eaten up by supermarkets/hypermarkets and convenience stores. Modern retail channels are increasing their share of distribution across all sectors of the household care market. This rise of modern retailing has caused the traditional outlets’ shares to diminish. More consumers have access to modern retail outlets that offer added-value compared to traditional outlets, such a wider variety of products at cheaper prices and a more pleasant shopping experience in general. This trend is also driven by the robust expansion of modern channels across Indonesia.
Better performance awaits household care
Household care is expected to continue performing healthily over the forecast period, growing at a faster rate than during the review period. Growth will be fuelled by convenient and power formula products as consumers seek a simple and timesaving solution to household chores. Added-value products, such as those with unique fragrances; that are skin-friendly and those with colour protection properties, will continue to be popular in line with the convenience they provide. This trend will certainly drive the value growth of the household care market in Indonesia, especially when combined with the manufacturers’ efforts to increase the penetration of the products in Indonesia.
Table of contents
HOUSEHOLD CARE IN INDONESIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care market shows good performance in 2007
Power formula innovations are more notable
Two big players dominate the household care market
Modern retailing formats swallowing traditional markets’ sales
Better performance awaits household care
KEY TRENDS AND DEVELOPMENTS
Increased penetration of products in smaller packaging
Below-the-line event promotion by leading players
Products with more powerful formulae are increasingly popular
Co-branding strategy is launched by leading players
Multi-fragrance blends attract consumers’ interest
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
LOCAL COMPANY PROFILES - INDONESIA
KINOCARE ERA KOSMETINDO PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Kinocare Era Kosmetindo PT: Key Facts
Summary 2 Kino Group: Subsidiary Companies 2007
Summary 3 Kinocare Era Kosmetindo PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Kinocare Era Kosmetindo PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Kinocare Era Kosmetindo PT: Competitive Position 2007
MEGASARI MAKMUR PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Megasari Makmur PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 Megasari Makmur PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Megasari Makmur PT: Competitive Position 2007
SAYAP MAS UTAMA PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sayap Mas Utama PT: Key Facts
Summary 10 Sayap Mas Utama PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Sayap Mas Utama PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Sayap Mas Utama PT: Competitive Position 2007
SINAR ANTJOL PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Sinar Antjol PT: Key Facts
Summary 14 Sinar Antjol PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Sinar Antjol PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Sinar Antjol PT: Competitive Position 2007
LAUNDRY CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 29 Dishwashing Products Company Shares 2003-2007
Table 30 Dishwashing Products Brand Shares 2004-2007
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2002-2007
Table 34 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 35 Surface Care Company Shares 2003-2007
Table 36 Surface Care Brand Shares 2004-2007
Table 37 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2002-2007
Table 40 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 41 Chlorine Bleach Company Shares 2003-2007
Table 42 Chlorine Bleach Brand Shares 2004-2007
Table 43 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 47 Toilet Care Products Company Shares 2003-2007
Table 48 Toilet Care Products Brand Shares 2004-2007
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2002-2007
Table 52 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 53 Polishes Company Shares 2003-2007
Table 54 Polishes Brand Shares 2004-2007
Table 55 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Air Care by Subsector: Value 2002-2007
Table 58 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 59 Air Care Fragrances Rankings by Value 2006-2007
Table 60 Air Care Company Shares 2003-2007
Table 61 Air Care Brand Shares 2004-2007
Table 62 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2002-2007
Table 65 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 66 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 67 Insecticides Company Shares 2003-2007
Table 68 Insecticides Brand Shares 2004-2007
Table 69 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012