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: 87 | Publication date: Jul 2009
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 products exhibits a moderate performance in 2008
Household care products continued to post a positive current value performance in 2008, although at a slightly slower rate than in 2007 due to the economic downturn, which set in late in the year. As household care products such as laundry care and dishwashing products remained essentials in many households, this also helped to sustain positive volume growth across most household care categories in 2008. Manufacturers also sought to minimise price increases during 2008, in a bid to retain their consumer base; consumers were increasingly price-conscious as they tightened their belts due to the economic downturn.
Cheaper brands gain prominence in 2008
Due to economic recession and price inflation across most categories, consumers were increasingly price-conscious. Low income consumers, for instance, were noted to increasingly trade down to cheaper brands or even private label, as they were more concerned about cost than quality. The increased influx of brands from neighbouring countries, such as Daia by Sayap Mas Utama PT, further aroused consumer interest, due to their low priced yet comparable quality to local and multinational brands.
Multinational players dominate household care products
Procter & Gamble (M) Sdn Bhd, Unilever (M) Holdings Sdn Bhd and Sara Lee (M) Sdn Bhd retained the top three positions within household care in 2008, although the gap between their value shares narrowed, leading to a closer fight for the top position. Domestic player Fumakilla Malaysia Bhd was the only company to make it into the top ten in household care products during 2008, thanks to its strong presence in insecticides. Another notable movement was the increase in value share for private label in 2008 compared with 2007, with low income consumers trading down from branded products to cheaper alternatives.
Store-based channels account for the bulk of sales
Rapid expansion of supermarkets/hypermarkets at the end of the review period saw this channel still accounting for the bulk of distribution of household care products in 2008. As a result, independent small grocers continued to face strong challenges in operations, as it paled in comparison to supermarkets/hypermarkets in terms of offering promotions. In addition, the only notable non-store retailing channel for household care products was direct selling, although this was still relatively small in terms of contribution to sales. This is particularly because direct sellers’ household care products are priced higher than the mainstream brands, which stifled acceptance amongst consumers, especially amidst the economic downturn.
Positive performance expected for household care products
Household care products is expected to see a healthy performance in the forecast period, as most of these products are considered necessities for every household. The positive performance is also likely to be generated by new product innovations, which will stimulate consumer interest. Price will also remain a key factor in consumers’ purchasing decisions, particularly amongst low to middle income consumers, who are increasingly concerned about their daily expenses in the light of the economic downturn. As such, regional brands and even private label are expected to gain favour amongst consumers; they are cheap, yet have comparable quality to existing domestic or multinational brands.
Table of contents
HOUSEHOLD CARE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care products exhibits a moderate performance in 2008
Cheaper brands gain prominence in 2008
Multinational players dominate household care products
Store-based channels account for the bulk of sales
Positive performance expected for household care products
KEY TRENDS AND DEVELOPMENTS
New product launches concentrate on convenience
Budget brands attract attention from consumers
Environmentally-friendly products are more visible
Product bundling across categories stimulates consumer interest
Intense competition sees manufacturers seeking new retail channels
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
FUMAKILLA MALAYSIA BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Fumakilla Malaysia Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Fumakilla (M) Bhd: Competitive Position 2008
MULTIVIEW ENTERPRISE SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Multiview Enterprise Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 11 Summary2 Multiview Enterprise Sdn Bhd: Competitive Position 2008
SAMERU CHEMICAL INDUSTRIES SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Sameru Chemical Industries Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SUN JIANG TRADING SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Sun Jiang Trading Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Sun Jiang Trading Sdn Bhd: Competitive Position 2008
UNITED DETERGENT INDUSTRIES SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 United Detergent Industries Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 United Detergent Industries Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 United Detergent Industries Sdn Bhd: Competitive Position 2008
LAUNDRY CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 12 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 13 Sales of Laundry Care by Subsector: Value 2003-2008
Table 14 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 15 Sales of Laundry Detergents by Type: Value 2003-2008
Table 16 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 17 Sales of Laundry Aids by Type: Value 2003-2008
Table 18 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 19 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 20 Laundry Care Company Shares 2004-2008
Table 21 Laundry Care Brand Shares 2005-2008
Table 22 Laundry Detergents Company Shares 2004-2008
Table 23 Laundry Detergents Brand Shares 2005-2008
Table 24 Laundry Aids Company Shares 2004-2008
Table 25 Laundry Aids Brand Shares 2005-2008
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2003-2008
Table 29 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 31 Dishwashing Products Company Shares 2004-2008
Table 32 Dishwashing Products Brand Shares 2005-2008
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2003-2008
Table 36 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 37 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008
Table 38 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008
Table 39 Surface Care Company Shares 2004-2008
Table 40 Surface Care Brand Shares 2005-2008
Table 41 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 42 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 43 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Chlorine Bleach by type: % value analysis 2005-2008
Table 46 Sales of Chlorine Bleach: Value 2003-2008
Table 47 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 48 Chlorine Bleach Company Shares 2004-2008
Table 49 Chlorine Bleach Brand Shares 2005-2008
Table 50 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 54 Toilet Care Products Company Shares 2004-2008
Table 55 Toilet Care Products Brand Shares 2005-2008
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2003-2008
Table 59 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 60 Polishes Company Shares 2004-2008
Table 61 Polishes Brand Shares 2005-2008
Table 62 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2003-2008
Table 65 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 66 Air Care Fragrances Rankings by Value 2006-2008
Table 67 Air Care Company Shares 2004-2008
Table 68 Air Care Brand Shares 2005-2008
Table 69 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2003-2008
Table 72 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 73 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 74 Insecticides Company Shares 2004-2008
Table 75 Insecticides Brand Shares 2005-2008
Table 76 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013