Dishwashing in Malaysia

PROSPECTS

Essential nature of hand dishwashing continues to support demand

In Malaysia, demand for hand dishwashing remains strong as consumers are yet to find an affordable substitute. Indeed, products in this area are perceived as being essential by the majority of households, especially in light of the huge popularity of home cooking among rural consumers and families in urban areas, thus resulting in steady demand for dishwashing liquid and paste.

Majority of consumers remain unable to afford automatic dishwashers

Sales growth within automatic dishwashing powders remains low in Malaysia as consumers are used to hand dishwashing. The penetration rate of automatic dishwashers is insignificant, largely due to the unaffordability of such machines.

Rising incomes fuel interest in added value products and modern retailers

Value-added properties are increasingly appealing to consumers in urban areas, where incomes are generally higher and rising. This trend is in line with overall urbanisation and the gradual shift towards Western retail practices, with traditional grocery retailers continuing to lose sales share.

COMPETITIVE LANDSCAPE

Unilever remains in pole position thanks to extensive offer and marketing

Unilever continues to lead home care sales due to the widespread popularity of its flagship Sunlight brand, especially within hand dishwashing. Sunlight is well received by consumers due to the fact that it has been available for a long time and successfully become a household brand in dishwashing.

Growing competition from low-priced local players

On the other hand, domestic brands such as United Detergent Industries’ Kuat Harimau are competing relatively well with international players. The price point of Kuat Harimau’s products is lower than that of international brands, thus helping to attract lower income consumers.

Rising disposable incomes fuelling interest in premium products

Demand for premium products continues to rise gradually among Malaysian consumers. For example, rising disposable incomes and environmental awareness are helping to fuel interest in green label products such as TLC, Bio-Home, Soft Touch and Method, especially in urban areas.

Files are delivered directly into your account within a few minutes of purchase.