Executive Summary

Feb 2019
PROSPECTS
Standard floor cleaners dominates surface care volume sales

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.

Increasing awareness of toilet hygiene spurs sales of home care disinfectants and multipurpose cleaners

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 favours the greater use of glass, while demand for window/glass cleaners is seasonal

Minimalist design has become a new trend for homes and offices in Indonesia. Minimalist design uses more glass for room dividers or doors.

COMPETITIVE LANDSCAPE
So Klin and Super Pell collectively dominate floor cleaners

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 top-of-mind for multipurpose cleaners, while Vixal and Wings Porcelain Cleaner compete tightly

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.

Mr Muscle Clear is the main brand for window/glass cleaners, using TV adverts to effectively strengthen awareness

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.

Want to find out more about this report?
Request more information
Why 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.

Your Recently Viewed Reports

Surface Care in Indonesia

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Indonesia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Indonesia?
  • What are the major brands in Indonesia?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why 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 industry report originates from Passport, our Home Care market research database.

Surface Care in Indonesia - Category analysis

HEADLINES

PROSPECTS

Standard floor cleaners dominates surface care volume sales
Increasing awareness of toilet hygiene spurs sales of home care disinfectants and multipurpose cleaners
Minimalist design favours the greater use of glass, while demand for window/glass cleaners is seasonal

COMPETITIVE LANDSCAPE

So Klin and Super Pell collectively dominate floor cleaners
Yuri Porstex is top-of-mind for multipurpose cleaners, while Vixal and Wings Porcelain Cleaner compete tightly
Mr Muscle Clear is the main brand for window/glass cleaners, using TV adverts to effectively strengthen awareness

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Indonesia - Industry Overview

EXECUTIVE SUMMARY

Home care enjoys healthier retail value growth in 2018 than in 2017
Manufacturers have to balance the need for affordable end-prices with rising operating costs
Unilever and Wings Corp compete in laundry care, while Godrej Group successfully expands
Modern grocery retailers continues to be the most dominant for home care in Indonesia
Improving socioeconomic factors and growing hygiene-awareness support positive value growth for the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources