Household Care in Malaysia
Euromonitor International's Household 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, 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: 92 | 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
Economic improvements support a positive performance for household care
Malaysian household care posted an improved performance in 2006, although overall current value growth remained modest given that the market is steadily maturing. Better economic conditions, which supported stronger consumer purchasing power and a more optimistic outlook from manufacturers, were a major factor in driving faster current value growth. The implementation of the government’s Ninth Malaysia Plan, which is set to strengthen Malaysia’s economic growth, facilitated the positive development of several fmcg markets, household care among them. The majority of household care sectors posted healthy growth in current value sales in 2006, with mature sectors like laundry care and insecticides even showing faster growth than in 2005. In fact, 2006 was something of a boom year for insecticides, with strong consumer demand driven by outbreaks of dengue and Chikungunya virus (CHIKV), both of which are mosquito-borne diseases.
Air care is the most dynamic sector as it continues to emerge from a low base
Air care showed the fastest growth in current value sales of any household care sector in 2006, largely due to the fact that it is still emerging from a very low base. Unlike laundry care or insecticides products, for example, most Malaysia consumers do not consider air care products to be necessity items. Hence demand was still limited mainly to middle-to-upper urban households in 2006, though the consumer base for air care did expand steadily throughout the review period. In particular, rising car ownership boosted the performance of car air fresheners in 2006, which helped to ensure that air care remained the fastest developing sector within household care.
Private label products emerge in household care as larger retail chains expand
Supermarkets/hypermarkets chains expanded rapidly in Malaysia during the review period, with larger players like Tesco and Giant even starting to make their way into smaller cities in 2006. The development of a modern and competitive retailing environment was largely welcomed by consumers, who benefited from having more options in terms of which retail outlets to visit and a much wider assortment of multinational brands and local products to choose from. In addition, rising fuel, utility and everyday living costs ensured that consumers appreciated the emergence of competitively priced private label products that accompanied the expansion of larger chained retailers. In 2006, private label products proved especially popular among low income consumers.
Population growth and new launches will support further positive development
While Malaysia’s household care market is already quite mature, it retains the potential to continue expanding over the forecast period. Most sectors should see volume sales growth driven by healthy population increases, particularly among the ethnic Malay community, which comprised more than 60% of the total population in 2006. However, both the ethnic Chinese and ethnic Indian populations are expected to shrink, and this demographic situation could have some impact in terms of which household care sectors are most successful. Meanwhile, it is expected that strong constant value growth in the market will be driven by the introduction of more added-value, specialised and task-specific products, which will command higher unit prices. At the same time however, the penetration of cheaper private label products is also expected to rise, which could see mid-priced basic household care products squeezed to some extent.
Table of contents
HOUSEHOLD CARE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic improvements support a positive performance for household care
Air care is the most dynamic sector as it continues to emerge from a low base
Private label products emerge in household care as larger retail chains expand
Population growth and new launches will support further positive development
KEY TRENDS AND DEVELOPMENTS
Environmentally-friendly products start to appear in household care
Packaging innovations seek to address the demand for greater convenience
Implementation of Ninth Malaysia Plan spurs manufacturers’ confidence
Private label products gain ground in household care as retail chains expand
Presence of regional brands fuels competition in Malaysian household care
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 - MALAYSIA
DE FREE (M) SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 De free (M) Sdn Bhd: Key Facts
Summary 2 De Free (M) Sdn Bhd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 De Free (M) Sdn Bhd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 De Free (M) Sdn Bhd: Competitive Position 2006
FUMAKILLA MALAYSIA BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fumakilla (M) Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Fumakilla (M) Bhd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Fumakilla (M) Bhd: Competitive Position 2006
GOODMAID CHEMICALS CORP SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Goodmaid Chemicals Corp Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Goodmaid Chemicals Corp Sdn Bhd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Goodmaid Chemicals Corp Sdn Bhd: Competitive Position 2006
SUN JIANG TRADING SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sun Jiang Trading Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 12 Sun Jiang Trading Sdn Bhd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Sun Jiang Trading Sdn Bhd: Competitive Position 2006
UNITED DETERGENT INDUSTRIES SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 United Detergent Industries Sdn Bhd: Key Facts
Summary 15 United Detergent Industries Sdn Bhd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 United Detergent Industries Sdn Bhd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 United Detergent Industries Sdn Bhd: Competitive Position 2006
LAUNDRY CARE IN MALAYSIA
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 MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Air Care Fragrances 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011