Standard floor cleaners generates the most volume and value sales in the surface care category. Indonesia consumers have a high awareness of floor hygiene because they like to use their floors for activities such as playing and reading with their children.
The chemical industry has developed and introduced new products for home cleaning such as home care disinfectants. In Indonesia, a home care disinfectant is identical to a toilet cleaner, as is a multipurpose cleaner.
Minimalist design has become a new trend for homes and offices in Indonesia. Minimalist design uses more glass for room dividers or doors.
The brand power of So Klin advantages Wings Corp in the surface care category. So Klin operates in laundry detergents and is also available in floor cleaners.
Yuri Porstex is a brand name very familiar to Indonesian consumers, among whom it is sometimes synonymous with multipurposed cleaners. The brand’s long presence in the market has seen it become top-of-mind for this category.
In the window/glass cleaners category, TV adverts are found to be effective in appealing to consumers. Currently, Mr Muscle Clear by SC Johnson & Son (Indonesia) Ltd PT dominates in terms of TV adverts.
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This industry report originates from Passport, our Home Care market research database.