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: 90 | Publication date: Jul 2007
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 witnesses negligible slowdown in value growth in 2006
In 2006, for the third consecutive year, household care in Indonesia achieved strong and positive value growth. However, there was a negligible slowdown in growth in 2006, which was attributed mainly to the weakened purchasing power of consumers as a result of price increases in late 2005. Nevertheless, there is strong demand for products in household care as both low- and middle-income consumers have started to trade up in many sectors and have thus presented players, both local and multinational, with opportunities to increase their presence by making further efforts to meet consumer expectations.
Laundry care and insecticides were the two most important sectors in household care in 2006 in value terms, with a combined value share of 85% of household care. Owing to an increasing trend of consumers switching from bar detergents to hand-wash detergents and a prolonged outbreak of dengue fever, value sales of both sectors remained high in 2006 despite the challenge of approaching maturity.
Demand for fragrances increases
In 2006, there was increased demand for the addition of fragrances to products in household care. Female consumers in Indonesia tend to be the main decision makers with regard to the purchase of products in household care and many of them appreciate products that make the job they are designed for more pleasurable. Therefore the consumer response to products that are scented with pleasing fragrances has been positive. Aromatherapy fragrances, fruity fragrances and citrus fragrances have all proven popular.
Air care and toilet care products record robust value growth in 2006
An interesting trend was observed in both air care and toilet care products in 2006, enabling the continued double-digit value growth of both sectors. In addition to fragrance and design, new product innovation on the part of multinationals also focused on factors such as odour control and the addition of odour neutralising properties. Furthermore, increased demand for products in air care and toilet care products in 2006, in the retail channel, was also attributable to the ever-increasing presence of foodservice outlets in Indonesia, in which cleanliness and pleasant aromas are important factors in creating a pleasant atmosphere, as this influences consumers to recreate a pleasant atmosphere in their homes.
Development of “value-added” concepts in 2006 to justify 2005 price increases
Following the unit price increases that occurred in household care at the end of 2005, 2006 saw players trying to introduce new and innovative concepts that added value to their products in an attempt to justify the price increases. For example, laundry care witnessed the development of “two-in-one” products, which contain both fabric softener and detergent properties, while insecticides and surface care, for example in household antiseptics/disinfectants, witnessed the development of products that offer more effective results.
Healthy growth potential due to higher penetration of “value-added” products
Household care is expected to achieve healthy growth over the forecast period, with a constant value CAGR of almost 3%, owing to further price increases, which are expected to be implemented in the early part of the forecast period. These increases will be attributable to the increased presence of “value-added” products, which are expected to increase in importance as a result of more frequent switching between brands across household care.
Table of contents
HOUSEHOLD CARE IN INDONESIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care witnesses negligible slowdown in value growth in 2006
Demand for fragrances increases
Air care and toilet care products record robust value growth in 2006
Development of “value-added” concepts in 2006 to justify 2005 price increases
Healthy growth potential due to higher penetration of “value-added” products
KEY TRENDS AND DEVELOPMENTS
Unit price increases damage consumer purchasing power
Private label products increase in presence
The addition of fragrances to products proves popular
Multinational presence strong but opportunities exist for smaller companies
Multi-purpose household care products pave way
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - INDONESIA
JOENOES IKAMULYA PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Joenoes Ikamulya PT: Key Facts
Summary 2 Joenoes Ikamulya PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Joenoes Ikamulya PT: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Joenoes Ikamulya PT: Competitive Position 2006
Summary 5 Joenoes Ikamulya PT: Brand Portfolio 2006
KINOCARE ERA KOSMETINDO PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Kinocare Era Kosmetindo PT: Key Facts
Summary 7 Kino Group: Subsidiary Companies 2006
Summary 8 Kinocare Era Kosmetindo PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Kinocare Era Kosmetindo PT: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Kinocare Era Kosmetindo PT Competitive Position 2006
SAYAP MAS UTAMA PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sayap Mas Utama PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 12 Wings Corp: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Sayap Mas Utama PT: Competitive Position 2006
SINAR ANTJOL PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sinar Antjol PT: Key Facts
Summary 15 Sinar Antjol PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Sinar Antjol PT: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Sinar Antjol PT: Competitive Position 2006
SINAR ANTJOL PT - HOUSEHOLD CARE - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Suryamas Mentari PT: Key Facts
Summary 19 Suryamas Mentari PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Suryamas Mentari PT: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Suryamas Mentari PT: Competitive Position 2006
LAUNDRY CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 29 Dishwashing Products Company Shares 2002-2006
Table 30 Dishwashing Products Brand Shares 2003-2006
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2001-2006
Table 34 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 35 Surface Care Company Shares 2002-2006
Table 36 Surface Care Brand Shares 2003-2006
Table 37 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2001-2006
Table 40 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 41 Chlorine Bleach Company Shares 2002-2006
Table 42 Chlorine Bleach Brand Shares 2003-2006
Table 43 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 47 Toilet Care Products Company Shares 2002-2006
Table 48 Toilet Care Products Brand Shares 2003-2006
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2001-2006
Table 52 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 53 Polishes Company Shares 2002-2006
Table 54 Polishes Brand Shares 2003-2006
Table 55 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Air Care by Subsector: Value 2001-2006
Table 58 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 59 Leading Fragrances for Air Care 2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011