Competitive Landscape
Maspion Leverages Value and Distribution to Retain Leadership
Homewares in Indonesia remained highly fragmented in 2025, with the leading company, Maspion PT, holding a 9% retail value share, followed by Cahaya Perdana Plastics PT with 7% and Multifortuna Sinardelta PT with 6%. No other company held more than a 5% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Homewares industry in Indonesia 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.
If you're in the Homewares industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Homewares in Indonesia 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 Homewares in Indonesia?
- Which are the leading brands in Homewares in Indonesia?
- How are products distributed in Homewares in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Homewares?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Homewares?
- Where is future growth expected to be most dynamic?
Homewares in Indonesia - Category analysis
Key Data Insights
Homewares Summary
Tokopedia and Shopee Drive Rapid Online Shift for Homewares Shoppers
Maspion Captures Urban Demand with Affordable, Space-Saving Kitchenware
Lock & Lock Mainstreams Reusable Homewares as Eco Concerns Grow
Modular Kitchenware to Drive Value Due to Small Urban Homes
E-Commerce and Omnichannel Strategies to Reshape Retail Journeys
Sustainable Materials and Hygiene-Focused Innovation Expected to Fuel Product Development
Maspion Leverages Value and Distribution to Retain Leadership
Homewares and Home Furnishing Stores Sustains Its Lead as Tactile Shopping Prevails
Shopee and Tokopedia Accelerate E-Commerce Growth with Digital-First Strategies
Home and Garden in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Ikea Partners with Local Suppliers to Scale Certified, Sustainable Furnishings
Toko Trubus Converts Urban Gardening into Repeat Solution-Led Demand
Tokopedia and Shopee Leverage Live Shopping to Drive Online Home and Garden Sales
Modular Furniture and Easy Upgrades to Drive Value as Urban Living Intensifies
Home Furnishings to Maintain Dominance, While Home Improvement and Gardening Set to Accelerate
Certified Materials and Omnichannel Fulfilment Set New Standards for Trust and Differentiation
Home Center Indonesia Leverages Range and Trust to Drive Share Growth
Home Products Specialists Expand Hybrid Retail to Reach New Consumers
Tokopedia and Shopee Drive E-Commerce Growth through Live Shopping
Country Reports Disclaimer
The following categories and subcategories are included:
Homewares
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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Homewares
Cooking utensils, dishes, tableware, cutlery, drinkware, serving trays and other small articles used in a home. Items must be new when sold to the consumer. Second-hand / used homewares are excluded, as are antique sales. Homewares refers to dining (beverageware, cutlery and dinnerware) and kitchen (cookware and kitchenware).
See all of our definitionsWhy 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 report originates from Passport, our Homewares research and analysis database.
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