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: 91 | Publication date: Aug 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 benefits from civil servant salary increases in 2007
Household care posted a slightly better performance in 2007 than in the previous year. One of the main reasons was the government increase of civil servant salaries of up to 35% during the year. In accordance with Malaysia celebrating 50 years of independence, in July 2007 Malaysia’s Prime Minister said that one million civil servants would get a salary increase, and that about half a million retired former government employees would see an increase in their pensions. This helped boost both volume and value growth in household care products in 2007, as the bulk of household care products are commodities, used across all income levels. The salary increase of the general population therefore improved disposable incomes and served to encourage the purchase of commodity items, including laundry care products and several other more basic household care products.
Insecticides and air care lead growth in 2007
In value terms, air care recorded the best growth rate in 2007. The still relatively niche nature of the category in Malaysia, with a limited consumer base, still allows for strong growth. However, value growth in 2007 came more from price increases rather than increased volume growth. Volume growth across most air care categories was quite modest, with the exception of car air fresheners and electric air fresheners.
Meanwhile, insecticides also showed an encouraging performance in 2007. Unlike air care, where value growth was driven mainly by price increases, insecticides recorded strong volume growth very close to value growth. As a tropical country where mosquitoes are seen as a key problem by most households, insecticides are already quite established in Malaysia. However, rather than seeing sluggish growth in 2007, the efforts made by manufacturers in launching new high technology innovations to attract consumers ensured that healthy growth continued. A notable new product launch was seen from Sara Lee (M) Sdn Bhd with Ridsect Goodnight Protect, a new innovative type of insecticide.
Multinationals still reign in 2007, with Procter & Gamble widening the gap with Unilever
Multinational companies continued to dominate the top positions in the household care market in Malaysia in 2007. The top two players, Procter & Gamble (M) Sdn Bhd and Unilever (M) Holdings Sdn Bhd, were in a neck-to-neck battle over the course of the review period, with leadership changing hands more than once. Since Procter & Gamble bought all of the Colgate-Palmolive household care brands in 2005, it edged out Unilever to claim the top spot in 2006. Procter & Gamble managed to improve its share in 2007, in contrast to Unilever’s declining share, to widen the gap between the two companies. Both Procter & Gamble and Unilever have various renowned brands in the market, with Procter & Gamble’s Dynamo and Fab brands and Unilever’s key brands of Breeze and Ekonomi Handalan. Following these laundry care giants in 2007 were Sara Lee (M) Sdn Bhd and Reckitt Benckiser (M) Sdn Bhd, whose key products are in smaller, but high growth categories such as insecticides and air care.
Sustained performance of household care products expected
Over the forecast period, the household care market is expected to see healthy growth in all categories except chlorine bleach. Within household care products, air care and dishwashing products are likely to see the fastest growth mainly due to new innovations by manufacturers and increasing demand from consumers. Additionally, volume sales are also expected to increase, thanks to aggressive product innovation.
Table of contents
HOUSEHOLD CARE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care benefits from civil servant salary increases in 2007
Insecticides and air care lead growth in 2007
Multinationals still reign in 2007, with Procter & Gamble widening the gap with Unilever
Sustained performance of household care products expected
KEY TRENDS AND DEVELOPMENTS
Pay rises for Malaysian civil servants boost demand
Manufacturers’ efforts in promotion tighten relationships with retailers
Supermarkets/hypermarkets wins consumers with price discounts and points systems
Re-launches help to keep products relevant
Better technology and product innovation help boost sales
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
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
DE FREE (M) SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 De Free (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 De Free (M) Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 De Free (M) Sdn Bhd: Competitive Position 2007
FAMILY PRODUCTS SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Family Products Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Family Products Sdn Bhd: Competitive Position 2007
TOHTONKU SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Tohtonku Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Tohtonku Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Tohtonku Sdn Bhd: Competitive Position 2007
UNITED DETERGENT INDUSTRIES SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 United Detergent Industries Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 United Detergent Industries Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 United Detergent Industries Sdn Bhd: Competitive Position 2007
UNZA (M) SDN BHD - HOUSEHOLD CARE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Unza (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Unza (M) Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Unza (M) Sdn Bhd: Competitive Position 2007
LAUNDRY CARE IN MALAYSIA
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 MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
Table 50 Chlorine Bleach by Type: % Value Analysis 2005-2007
TOILET CARE PRODUCTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012