Home Care in Malaysia

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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