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Learn moreFeb 2020
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Sales of cars in Indonesia have been increasing rapidly over the past five years, mainly due to the rise in the number of middle-income households and cheap affordable cars. Daihatsu Sigra, Toyota Calya and Honda Brio are now among the top-10 most popular cars in Indonesia, each costing less than USD10,000.
Despite the growing popularity of fragrances in various home care areas, air care continues to struggle to attract new consumers. A report by Godrej Consumer Products Limited revealed that the penetration of air care products in Indonesia still stands at only around 20% of the population, mainly due to the fact that such products tend to be perceived as premium and non-essential.
Electric air fresheners is currently the lowest selling product within air care as prices remain too expensive for most people in Indonesia. Consumers are interested in such products but do not see the value in paying high prices compared to cheaper alternatives.
Megasari Makmur’s Stella brand continues to lead air care sales, posting more than double the sales share of nearest competitor Little Trees from Car Freshener Corp. With continuous product innovation and marketing via various channels and media outlets, Stella has successfully extended its presence in Indonesia.
Procter & Gamble Home Products’ Ambi-Pur brand continues to see rapid growth in line with the rapidly rising number of cars in Indonesia, with most of the brand’s sales being made within car air fresheners. Ambi-Pur has always been associated with car air fresheners, with the brand enjoying a strong consumer base and little marketing effort being required to boost demand.
In some categories, such as car air fresheners, local brands have started to gain traction, thus increasing competition for existing products. For example, Koke and Kopi Bali have started to grow rapidly in large cities in Java, in line with the rising number of coffee lovers in Indonesia.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Indonesia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Air Care industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.