Table of Content

Home Care in Malaysia
Euromonitor International
February 2022

List Of Contents And Tables

HOME CARE IN MALAYSIA
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic leads some to wash their clothes more frequently
As daily life starts to normalise, demand for liquid fabric softeners begins to recover
Southern Lion continues to hold off Procter & Gamble
PROSPECTS AND OPPORTUNITIES
Concentrated liquid detergents will continue to gain ground on concentrated powder detergents
Liquid fabric softeners will see tepid growth
Good prospects for offerings with anti-microbial properties
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Restrictions on movement boost demand for dishwashing
Pandemic drives direct sellers towards e-commerce
Sustainability concerns do not impact purchasing decisions
PROSPECTS AND OPPORTUNITIES
Easing of pandemic restrictions will throttle growth in hand dishwashing
Economic recovery will boost demand for value-added features
Automatic dishwashing will remain marginal, as dishwashers will remain unaffordable to most
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic boosts demand for home care disinfectants
Multi-purpose cleaners lose momentum
In spite of difficult economic conditions, consumers remain loyal to trusted brands like Dettol
PROSPECTS AND OPPORTUNITIES
Demand will normalise as pandemic threat diminishes
E-commerce will emerge as a significant distribution channel
Affordability will drive strong growth in demand for multi-surface cleaners
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Having surged in 2020, demand suffers a modest hangover during 2021
Economic uncertainty boosts demand for bleach at the expense of more expensive specialised cleaning products
Leader Clorox continues to lose value share to cheaper rivals
PROSPECTS AND OPPORTUNITIES
As economic conditions improve, a growing number of consumers will favour specialist cleaning products over bleach
With branding of little importance, price will remain the main driver of consumer choice
Rising health concerns are a potential threat to demand
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Having surged during 2020, demand growth normalises
Convenience stores now the dominant distribution channel
Significant above-the-line advertising helps Reckitt Benckiser to maintain its leadership
PROSPECTS AND OPPORTUNITIES
As economic conditions improve, consumers will be more receptive to value-added features
In-cistern devices will grow in popularity among more affluent consumers
E-commerce will continue to grow in importance
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Casualisation trend undermines demand growth for shoe polish
Younger consumers are increasingly turning away from furniture that requires polishing
SC Johnson & Son remains dominant in both shoe and furniture polish
PROSPECTS AND OPPORTUNITIES
In spite of more robust growth, new product development is likely to remain limited
Hypermarkets will continue to grow in importance as a distribution channel at the expense of traditional grocery retailers
Casualisation trend is set to persist
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for car air fresheners undermined by restrictions on movement
Economic shock of pandemic outweighs positive impact of increased time spent at home
Diffusers grow in popularity among younger and more health conscious Malaysians
PROSPECTS AND OPPORTUNITIES
Easing of restrictions on movement will boost demand for car air fresheners
Natural alternatives to air care products will percolate into the mainstream
E-commerce will continue to grow in importance
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Air Care: % Value 2017-2021
Table 64 LBN Brand Shares of Air Care: % Value 2018-2021
Table 65 Forecast Sales of Air Care by Category: Value 2021-2026
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for home insecticides not significantly affected by the pandemic
Electric insecticides are growing in popularity with urban consumers
With a strong reputation for quality, international brands remain dominant
PROSPECTS AND OPPORTUNITIES
Persistent threat posed by dengue fever will underpin demand growth
Some more health conscious local consumers will seek natural alternatives to home insecticides
Convenience and competitive pricing will continue to drive e-commerce growth
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2016-2021
Table 68 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 70 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 71 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 72 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026