Surface care saw higher retail volume and current value growth rates in 2020 than for several years. This was mainly due to the COVID-19 pandemic, as consumers became more health-conscious, and therefore used more surface care products to clean their homes.
Although COVID-19 was the main reason for the stronger volume and value growth rates in 2020, surface care was already seeing dynamic growth prior to the emergence of the virus in the country. Therefore, aside from the pandemic, the strong rise in demand for surface care products in 2020 was also supported by pre-existing factors, such as the growth in the housing industry in the country, which led to rising urbanisation.
Driven by rising consumer demand as a result of the COVID-19 outbreak, manufacturers responded by launching more surface care products during 2020. These included a new product series from category leader Unilever Indonesia, Sahaja, which included new floor cleaners and home care disinfectants at affordable prices, targeting consumers from almost all income levels.
Although the growth rates in surface care are predicted to slow slightly in 2021, after a year of such dynamic growth in 2020, sales are set to continue increasing. From 2022, a return to even higher rates of growth is expected, as concern about COVID-19 starts to fade along with vaccination, and the negative economic impact of COVID-19 fades.
Although home care disinfectants is expected to see the strongest current value growth rate in the forecast period, floor cleaners will remain the largest category, and is also set to continue to see solid rates of increase; even stronger than those seen in the review period. Standard floor cleaners are commonly used in the majority of households in Indonesia, which will support stable growth, along with the rising population.
During the forecast period, the manufacturers present in surface care are expected to launch new products with additional scents and more effective formulations in a bid to stimulate sales. Along with rising production costs and inflation, this will also contribute to the rising unit price of surface care products throughout the forecast period in current terms.
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Understand the latest market trends and future growth opportunities for the Surface Care 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.
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This report originates from Passport, our Surface Care research and analysis database.
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