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Country Report

Home Care in

Home Care in Malaysia

53 pages, Feb 2018

US$2,650

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Executive Summary

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Home care records moderate growth in 2017

Home care’s value growth remained stable in 2017 as consumer sentiment remained weak amid the rising cost of living in Malaysia and economic uncertainty from the upcoming general election. The purchasing power of consumers continued to fall as manufacturers were forced to increase the prices of many retail goods due to the high fuel prices experienced throughout the year.

Consumers seek value for money in home care

Due to the issue of increased cost of living amid a sluggish economy that was mostly felt by low- and mid-income segments, consumers have been forced to source the best value-for-money products to help them save more in the unstable economic conditions. Consumers were more prudent with their spending and typically opted for home care products that were either multi-functional, came in bigger pack sizes, on promotion, or even standard brands but had proven efficacy.

SC Johnson (M) Sdn Bhd continues to lead home care

SC Johnson (M) Sdn Bhd continued to display a solid performance by retaining taking the lead of home care in 2017, with Procter & Gamble (M) Sdn Bhd following closely behind. The company owed its performance to its strong brand reputation, wide product range and aggressive marketing activities.

Scents continue to be the key focus of new product development

Fragrance is a huge component in home care as most products involve a wide array of scents. As fragrances remain an important factor to consumers, manufacturers have continued to expand their ranges to include an increasing number of new attractive scents with the more exotic ones introduced as a premium line.

Moderate growth is expected over the forecast period

Due to the uncertainty in economic outlook, home care is predicted to record moderate value growth over the forecast period. This is likely to be due to the unstable political condition in Malaysia combined with the burgeoning cost of living, which is offset by a positive outlook in consumers’ annual disposable incomes.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Malaysia for free:

The Home Care 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 Home Care in Malaysia?
What are the major brands in Malaysia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Malaysia?

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.

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Home Care in Malaysia

EXECUTIVE SUMMARY

Home care records moderate growth in 2017

Consumers seek value for money in home care

SC Johnson (M) Sdn Bhd continues to lead home care

Scents continue to be the key focus of new product development

Moderate growth is expected over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Malaysia

HEADLINES

PROSPECTS

Awareness of dangerous chemicals in air fresheners hampers air care growth

Higher car purchases to increase demand for car air fresheners

COMPETITIVE LANDSCAPE

Procter & Gamble is powerful leader in air care

Increasing number of domestic brands on retailers’ shelves

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Malaysia

HEADLINES

PROSPECTS

Bleach to grow despite growing popularity of other surface cleaners

Efforts to make bleach safer to increase sales growth

COMPETITIVE LANDSCAPE

Strong competition from domestic companies

Lack of product innovation from competitors

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Malaysia

HEADLINES

PROSPECTS

Change of healthier lifestyles to encourage eating in

Low pressing need for dishwashers hinders growth for automatic dishwashing

COMPETITIVE LANDSCAPE

Key players focus on specific properties to compete in fragmented category

Colgate-Palmolive retains its leading position

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Malaysia

HEADLINES

PROSPECTS

Increasing dengue cases and deaths to improve awareness of home insecticides

Awareness of risk of home insecticides usage could threaten growth

COMPETITIVE LANDSCAPE

International players dominate home insecticides

Companies to focus on products targeting bed bugs

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Malaysia

HEADLINES

PROSPECTS

Competition to drive liquid detergents with improved formulation and fragrances

Laundry shops to limit laundry care growth

COMPETITIVE LANDSCAPE

Halal home care to be a flourishing niche

Domestic brands have yet to gain consumer traction

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Malaysia

HEADLINES

PROSPECTS

Lack of substitutes to further maintain demand for furniture polish

Increasing interest in fashionable footwear to help maintain shoe polish sales

COMPETITIVE LANDSCAPE

Kiwi from SC Johnson & Son leverages on strong brand name

Yuppies (M) Sdn Bhd aggressive in its quest to build a stronger domestic brand

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Malaysia

HEADLINES

PROSPECTS

Product efficacy and convenience to further drive sales of surface care

Sales of green products expected to improve

COMPETITIVE LANDSCAPE

Reckitt-Benckiser resonates strongly with consumers

SC Johnson & Son records fastest growth

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Malaysia

HEADLINES

PROSPECTS

Housing developments to drive sales of toilet liquids/foam

Rim liquids slow down with better cleaning power of other toilet care products

COMPETITIVE LANDSCAPE

International manufacturers continue to dominate toilet care

Greater involvement in marketing activities to increase sales

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Malaysia

New Report Guarantee

Executive Summary

New Report Guarantee

Home care records moderate growth in 2017

Consumers seek value for money in home care

SC Johnson (M) Sdn Bhd continues to lead home care

Scents continue to be the key focus of new product development

Moderate growth is expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Malaysia

EXECUTIVE SUMMARY

Home care records moderate growth in 2017

Consumers seek value for money in home care

SC Johnson (M) Sdn Bhd continues to lead home care

Scents continue to be the key focus of new product development

Moderate growth is expected over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Malaysia

HEADLINES

PROSPECTS

Awareness of dangerous chemicals in air fresheners hampers air care growth

Higher car purchases to increase demand for car air fresheners

COMPETITIVE LANDSCAPE

Procter & Gamble is powerful leader in air care

Increasing number of domestic brands on retailers’ shelves

CATEGORY DATA

Bleach in Malaysia

HEADLINES

PROSPECTS

Bleach to grow despite growing popularity of other surface cleaners

Efforts to make bleach safer to increase sales growth

COMPETITIVE LANDSCAPE

Strong competition from domestic companies

Lack of product innovation from competitors

CATEGORY DATA

Dishwashing in Malaysia

HEADLINES

PROSPECTS

Change of healthier lifestyles to encourage eating in

Low pressing need for dishwashers hinders growth for automatic dishwashing

COMPETITIVE LANDSCAPE

Key players focus on specific properties to compete in fragmented category

Colgate-Palmolive retains its leading position

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Malaysia

HEADLINES

PROSPECTS

Increasing dengue cases and deaths to improve awareness of home insecticides

Awareness of risk of home insecticides usage could threaten growth

COMPETITIVE LANDSCAPE

International players dominate home insecticides

Companies to focus on products targeting bed bugs

CATEGORY DATA

Laundry Care in Malaysia

HEADLINES

PROSPECTS

Competition to drive liquid detergents with improved formulation and fragrances

Laundry shops to limit laundry care growth

COMPETITIVE LANDSCAPE

Halal home care to be a flourishing niche

Domestic brands have yet to gain consumer traction

CATEGORY INDICATORS

CATEGORY DATA

Polishes in Malaysia

HEADLINES

PROSPECTS

Lack of substitutes to further maintain demand for furniture polish

Increasing interest in fashionable footwear to help maintain shoe polish sales

COMPETITIVE LANDSCAPE