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