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Home Care in Malaysia

February 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Malaysia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Malaysia?
  • Which are the leading brands in Home Care in Malaysia?
  • How are products distributed in Home Care in Malaysia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Malaysia

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Growth in 2020 driven by laundry detergents
Demand for fabric softeners drops
Hygiene-centric lifestyles sustain growth throughout 2020

RECOVERY AND OPPORTUNITIES

Strong growth expected in the forecast period due to increased hygiene concerns
Affordability will drive purchasing decisions
Anti-bacterial functions will continue to entice consumers

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Lockdown restrictions increase dishwashing habits in 2020
At-home cooking culture sustains demand
Hand dishwashing continues to lead sales

RECOVERY AND OPPORTUNITIES

Robust at-home cooking culture will drive growth in the forecast period
Consumer interest in added value products will intensify
Most consumers will not be able to afford automatic dishwashers

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Demand for home care disinfectants surges in 2020
Affordability of multi-purpose cleaners entices consumers
Reckitt Benckiser continues leading in 2020

RECOVERY AND OPPORTUNITIES

Strong growth expected in forecast period due to sustained hygiene practices
Value-added benefits will continue enticing consumers
Affordability will remain crucial

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Demand surges amid heightened disinfecting concerns in 2020
Bleach benefits from being a cost-effective household product
Lower market local brands perform well in 2020

RECOVERY AND OPPORTUNITIES

Slowdown expected in 2021
Affordable positioning will support sales in the forecast period
Rising health concerns will represent potential threats to development

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Growing hygiene awareness supports sales in 2020
In-cistern devices starting to become more popular
Harpic and Mr Muscle dominate sales

RECOVERY AND OPPORTUNITIES

Strong sales expected in the forecast period
Cleanliness habits will support growth
Antibacterial properties will continue to drive demand

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Demand is low in 2020 as consumers forgo purchasing non-essentials
Furniture polish growth limited by ongoing minimalist trend
Shoe polish struggles with new habits in 2020

RECOVERY AND OPPORTUNITIES

Recovery in the forecast period will be moderated by the low maintenance trend
Consumers will favour spending on other products
Casualization of fashion trends and the workforce will impede demand for shoe polish

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Consumers favour more essential products in 2020 to the detriment of air care
Car air fresheners struggle with lockdown restrictions
Need for fragrance is temporarily put off

RECOVERY AND OPPORTUNITIES

Promising recovery expected for air care in the forecast period
Demand for natural ingredients will intensify
Preference of essential oils will pose a threat

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Growth sustained in 2020 as consumers want to keep their homes safe
Worries surrounding Dengue continue supporting demand
International brands continue leading sales due to strong quality reputation

RECOVERY AND OPPORTUNITIES

Strong sales expected in the forecast period due to ongoing Dengue concerns
Innovation will be necessary to meet consumer demand for safe repellents
Healthier alternatives will pose a threat

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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  • 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 report originates from Passport, our Home Care research and analysis database.

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