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Dishwashing in
Malaysia

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Hand dishwashing remains unsubstitutable product

In Malaysia, demand for hand dishwashing remains strong as consumers are yet to find an affordable substitute for this product. It is one of the household products that consumers cannot do without.

Malaysians unable to afford automatic dishwashers

Sales growth for automatic dishwashing powders remains low in Malaysia as consumers are used to hand dishwashing. The penetration rate for automatic dishwashers is insignificant, due largely to affordability.

COMPETITIVE LANDSCAPE
Unilever (M) Holdings Sdn Bhd leads dishwashing

Unilever continues to lead the category with its flagship brand, Sunlight, dominating hand dishwashing. Sunlight is well received by consumers due to the fact that it has been available for a long time and it has successfully turned into a household brand in dishwashing.

Premium products show small but positive growth

Demand for premium products such as those from TLC, Bio-Home, Soft Touch and Method among others are showing small but positive growth. Although affordability is the main reason for slow growth in demand for premium products, this trend is set to increase as rising disposable income for Malaysians is apparent across most states, particularly in urban areas.

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Dishwashing in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Malaysia 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 Dishwashing industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dishwashing in Malaysia?
  • What are the major brands in Malaysia?
  • What is the dishwasher penetration rate in Malaysia?
  • What are the key new product launches in the dishwashing products market?

Why buy this report?

  • 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

This industry report originates from Passport, our Home Care market research database.

Dishwashing in Malaysia - Category analysis

HEADLINES

PROSPECTS

Hand dishwashing remains unsubstitutable product
Malaysians unable to afford automatic dishwashers

COMPETITIVE LANDSCAPE

Unilever (M) Holdings Sdn Bhd leads dishwashing
Premium products show small but positive growth

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Room for growth in Malaysian market
Consumers seek value for money and convenience in their purchases
Procter & Gamble (M) Sdn Bhd dominates home care
Fragrance and concentration are the key drivers in new product development
Green labels expected to grow

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources