Home Care in Malaysia

Home Care in Malaysia

EXECUTIVE SUMMARY

Continued growth fuelled by essential nature of many home care products

Shift towards value for money and convenience continues

Procter & Gamble leverages wide product range to close gap with SC Johnson

New innovative scents and high-concentration products attracting consumers

Producers responding to rising consumer environmental awareness

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Malaysia

HEADLINES

PROSPECTS

Car owners increasingly perceive car air fresheners as essential

Rising consumer health awareness fuels demand for natural ingredients

New innovative and healthier scents and products key to attracting consumers

COMPETITIVE LANDSCAPE

International brands benefit from extensive product ranges and marketing

New innovative player Energizer continues to attract consumers

Growing competition from local brands targeting price sensitive consumers

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Air Care: % Value 2015-2019
Table 13 LBN Brand Shares of Air Care: % Value 2016-2019
Table 14 Forecast Sales of Air Care by Category: Value 2019-2024
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Malaysia

HEADLINES

PROSPECTS

Demand supported by low prices and reputation for effective cleaning

Rising health and environmental awareness represent potential threats

Traditional retailers lead distribution due to proximity to low income consumers

COMPETITIVE LANDSCAPE

Extensive distribution and marketing behind success of international brands

Competitive pricing key within highly mature market

Growing competition from lower market local brands

CATEGORY DATA

Table 16 Sales of Bleach: Value 2014-2019
Table 17 Sales of Bleach: % Value Growth 2014-2019
Table 18 NBO Company Shares of Bleach: % Value 2015-2019
Table 19 LBN Brand Shares of Bleach: % Value 2016-2019
Table 20 Forecast Sales of Bleach: Value 2019-2024
Table 21 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Malaysia

HEADLINES

PROSPECTS

Essential nature of hand dishwashing continues to support demand

Majority of consumers remain unable to afford automatic dishwashers

Rising incomes fuel interest in added value products and modern retailers

COMPETITIVE LANDSCAPE

Unilever remains in pole position thanks to extensive offer and marketing

Growing competition from low-priced local players

Rising disposable incomes fuelling interest in premium products

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Malaysia

HEADLINES

PROSPECTS

Concerns over Dengue support demand for most effective insecticides

Rising concerns over electric insecticides, despite round-the-clock protection

New innovation and healthier products key to maintaining sales

COMPETITIVE LANDSCAPE

International brands in pole position due to extensive marketing and distribution

Rising consumer health awareness fuels demand for natural ingredients

Demand for innovative products concentrated among high-income urban consumers

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Malaysia

HEADLINES

PROSPECTS

Convenience trend fuels demand for liquid detergents

Growing willingness to pay for ultra-concentrated products

New innovative scents key to attracting consumers

COMPETITIVE LANDSCAPE

Southern Lion’s high quality/low price strategy remains highly popular

Growing competition from multinational and local players

Green and halal labelled products offer scope for future growth

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2014-2019
Table 38 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 39 Sales of Laundry Aids by Category: Value 2014-2019
Table 40 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Detergents by Category: Value 2014-2019
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Malaysia

HEADLINES

PROSPECTS

Furniture polish growth limited by minimal maintenance trend

Shift towards cheaper footwear weakens demand for shoe polish

Growing popularity of non-leather fashionable footwear represents threat

COMPETITIVE LANDSCAPE

Kiwi leads shoe polish with varied offer and prime shelf positioning

Furniture and metal polish sales limited by low maintenance trend

Brasso benefits from lack of competition and strong brand image

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Malaysia

HEADLINES

PROSPECTS

Increasing consumer hygiene awareness boosts interest in task specific cleaners

Home care disinfectant sales soar following recent outbreaks

Rising demand for convenience fuels interest in new innovative products

COMPETITIVE LANDSCAPE

Extensive offering and marketing support key to Dettol’s success

Strong competition from both international and local brands

Multi-purpose cleaners offer both convenience and value for money

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 64 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 65 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 66 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Malaysia

HEADLINES

PROSPECTS

Rising consumer hygiene awareness fuels interest in toilet liquids/foam

Growing number of consumers prepared to pay for additional protection

Demand limited to sophisticated higher-income urban consumers

COMPETITIVE LANDSCAPE

Harpic supported by aggressive advertising and extensive product range

Mr Muscle benefits from reputation for quality throughout home care

Growing competition from private label ranges targeting lower market

CATEGORY DATA

Table 67 Sales of Toilet Care by Category: Value 2014-2019
Table 68 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 70 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 71 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 72 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

---