인도네시아의 홈케어 시장

Home care in Indonesia recorded 3% current value growth to reach IDR44.3 trillion in 2025, driven by urbanisation and increasing demand for cleaner, healthier living environments. The urban population grew to 170 million, and median disposable income per household was IDR147 million, indicating steady consumer spending power. Laundry care was the largest value category with sales reaching IDR21.7 trillion, driven by high washing machine penetration at 41%. Health and wellness trends drove demand...

Euromonitor International's Home Care in Indonesia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

CHART 2 Soklin Released Its Latest Plant-Based Detergent with Detoxification Technology

Mood-Boosting Ingredients Enhance Emotional Wellbeing

CHART 3 Hit Aerosol Cotton Powder Offers Calming Fragrance for Night Use

Air Care Sees Dynamic Growth Driven by Convenience and Premiumisation

CHART 4 Stella's Latest Electric Air Freshener Offers More Features at a Lower Price

CHART 5 Value Sales of Home Care 2020-2030

CHART 6 Volume Sales of Home Care 2020-2030

CHART 7 Value Sales of Home Care by Category 2025

What's Next?

Players to Drive Growth through Education and Innovation

CHART 8 Analyst Insight for Home Care

Laundry Care to Remain Leading Category with a Focus on Health and Wellness

Affordability, Convenience and Innovative Formats to Shape the Future of Home Care

CHART 9 Forecast Value Sales of Home Care 2020-2030

CHART 10 Forecast Value Sales of Home Care by Category 2025-2030

Competitive Landscape

Sayap Mas Utama and Unilever Lead with Strong Brand Portfolios

Emerging Players and Innovation Drive Market Dynamics

CHART 11 Company Shares of Home Care 2025

CHART 12 Brand Shares of Home Care 2025

Channels

Small Local Grocers Leads Home Care Distribution through Proximity

Retail E-Commerce Gains Share with Competitive Prices and Convenience

CHART 13 Retail Channels for Home Care 2020-2025

Economic Context

CHART 14 Economic Context for Home Care

CHART 15 Real GDP Growth 2020-2030

CHART 16 Inflation 2020-2030

Consumer Context

CHART 17 Consumer Context for Home Care

CHART 18 Population 2020-2030

CHART 19 Consumer Expenditure 2020-2030

CHART 20 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Flat Value Growth Masks Dynamic Shifts in Consumer Preferences
• Key Industry Trends
• CHART 21 Key Industry Trends for Laundry Care
• Industry Performance
• CHART 22 Gentle Gen Released New 3-In-1 Plant-Based Detergent Offering Convenience and Efficiency
• Mood-Boosting Fragrances and Essential Oils in Indonesian Laundry Care
• CHART 23 Soklin's Latest Detergent Incorporate Fresh Lilac Fragrance for Mood Booster
• Health and Wellness Trend Drives Innovation and Growth
• CHART 24 Soklin Released Its Latest Plant-Based Detergent with Detoxification Technology
• CHART 25 Value Sales of Laundry Care 2020-2030
• CHART 26 Volume Sales of Laundry Care 2020-2030
• CHART 27 Value Sales of Laundry Care by Category 2025
• What's Next?
• Structural Drivers and Growth Projections for Laundry Care in Indonesia
• Strategic Integration of Wellness-Focused Plant-Based Formulations
• CHART 28 Analyst Insight for Laundry Care
• From Basic Functionality to Antibacterial Benefits
• CHART 29 Forecast Value Sales of Laundry Care 2020-2030
• CHART 30 Forecast Value Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Sayap Mas Utama Maintains Solid Lead through Innovation
• Pascal Corprindo Semesta Records Dynamic Growth with Gentle Gen
• CHART 31 Company Shares of Laundry Care 2025
• CHART 32 Brand Shares of Laundry Care 2025
• Channels
• Small Local Grocers Leads Laundry Care Distribution through Proximity
• Retail E-Commerce Gains Traction with Convenience and Bulk Discounts
• CHART 33 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 34 Economic Context for Laundry Care
• CHART 35 Real GDP Growth 2020-2030
• CHART 36 Inflation 2020-2030
• Consumer Context
• CHART 37 Consumer Context for Laundry Care
• CHART 38 Population 2020-2030
• CHART 39 Consumer Expenditure 2020-2030
• CHART 40 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN INDONESIA

• Key Data Insights
• 2025 Developments
• Players Look to Leverage Health and Wellness Trend to Add Value
• Key Industry Trends
• CHART 41 Key Industry Trends for Dishwashing
• Industry Performance
• CHART 42 Sunlight Biocare Nature: 100% Food-Grade, Plant-Based Cleaning Powered by Rhamnoclean Technology
• Plant-Based Products Drive Sustainability Trend
• CHART 43 Mama Introduces Its Plant-Based Dishwashing Liquid with 100% Food-Grade
• Evolving Product Formats Meet Consumer Needs Amid Economic Uncertainty
• CHART 44 Value Sales of Dishwashing 2020-2030
• CHART 45 Volume Sales of Dishwashing 2020-2030
• CHART 46 Value Sales of Dishwashing by Category 2025
• What's Next?
• Premium Health Innovations and Rural Expansion to Drive Growth Potential
• Strategic Integration of Sustainable Innovations
• CHART 47 Analyst Insight for Dishwashing
• New Entrants Intensify Competition with Affordable Alternatives
• CHART 48 Forecast Sales of Dishwashing 2020-2030
• CHART 49 Forecast Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Top Brands Maintain Lead through Innovation and Marketing
• CHART 50 Company Shares of Dishwashing 2025
• CHART 51 Brand Shares of Dishwashing 2025
• Channels
• Grocery Retailers Dominate Dishwashing Distribution
• Retail E-Commerce Gains Traction with Fast Delivery and Discounts
• CHART 52 Retail Channels for Dishwashing 2020-2025
• Economic Context
• CHART 53 Economic Context for Dishwashing
• CHART 54 Real GDP Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Dishwashing
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Evolving Consumer Priorities and the Rise of Specialised Surface Care
• Key Industry Trends
• CHART 60 Key Industry Trends for Surface Care
• Industry Performance
• CHART 61 Super Pell Sakura Anti Minyak & Noda Elevates Comfort at Home
• So Klin Drives Health and Wellness Trend with Reformulation
• CHART 62 Soklin Reformulates Its Floor Cleaner to Kill Virus and Bacteria More Effectively
• Evolving Product Formats Drive Convenience and Affordability
• CHART 63 Value Sales of Surface Care 2020-2030
• CHART 64 Volume Sales of Surface Care 2020-2030
• CHART 65 Value Sales of Surface Care by Category 2025
• What's Next?
• Consumers to Prioritise Health and Hygiene in Surface Care
• Multi-Purpose Cleaners to Remain Popular, While Window/Glass Cleaners Shows Growth Potential
• CHART 66 Analyst Insight for Surface Care
• Innovation and Affordability Drive Future Growth
• CHART 67 Forecast Sales of Surface Care 2020-2030
• CHART 68 Forecast Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Sayap Mas Utama Maintains Lead through Innovation and Affordability
• CHART 69 Company Shares of Surface Care 2025
• CHART 70 Brand Shares of Surface Care 2025
• Channels
• Small Local Grocers Leads with Convenience and Trust
• Retail E-Commerce Gains Traction with Variety and Attractive Discounts
• CHART 71 Retail Channels for Surface Care 2020-2025
• Economic Context
• CHART 72 Economic Context for Surface Care
• CHART 73 Real GDP Growth 2020-2030
• CHART 74 Inflation 2020-2030
• Consumer Context
• CHART 75 Consumer Context for Surface Care
• CHART 76 Population 2020-2030
• CHART 77 Consumer Expenditure 2020-2030
• CHART 78 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN INDONESIA

• Key Data Insights
• 2025 Developments
• Lack of Innovation and Shift to Competing Home Care Products Subdues Growth Potential
• Key Industry Trends
• CHART 79 Key Industry Trends for Bleach
• Industry Performance
• Smaller Formats Drive Demand among Price-Sensitive Consumers
• CHART 80 Soklin Increase Its Focus on Sachet and 100 Ml Bottle for Price Sensitive Consumers
• CHART 81 Value Sales of Bleach 2020-2030
• CHART 82 Volume Sales of Bleach 2020-2030
• What's Next?
• Future Outlook and Competitive Challenges Facing Bleach in Indonesia
• Strategic Levers and Innovation Prospects
• CHART 83 Forecast Value Sales of Bleach 2020-2030

Competitive Landscape

• Johnson Home Hygiene Products Retains Lead of Consolidated Landscape
• CHART 84 Company Shares of Bleach 2025
• CHART 85 Brand Shares of Bleach 2025
• Channels
• Small Local Grocers Drive Bleach Sales through Convenience
• Retail E-Commerce Gains Traction with Fast Delivery
• CHART 86 Retail Channels for Bleach 2020-2025
• Economic Context
• CHART 87 Economic Context for Bleach
• CHART 88 Real GDP Growth 2020-2030
• CHART 89 Inflation 2020-2030
• Consumer Context
• CHART 90 Consumer Context for Bleach
• CHART 91 Population 2020-2030
• CHART 92 Consumer Expenditure 2020-2030
• CHART 93 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Strong Growth Driven by Urbanisation and Hygiene Awareness
• Key Industry Trends
• CHART 94 Key Industry Trends for Toilet Care
• Industry Performance
• Harpic Indonesia Drives Health and Wellness Trend with New Formulation
• CHART 95 Harpic Indonesia Releases New Formulation That Cleans More Effectively
• Mood-Boosting Ingredients Fuel Fragrance-Led Innovation
• CHART 96 Bebek Kloset Korean Magnolia Brings Pleasant Fragrance to Bathroom
• CHART 97 Value Sales of Toilet Care 2020-2030
• CHART 98 Volume Sales of Toilet Care 2020-2030
• CHART 99 Value Sales of Toilet Care by Category 2025
• What's Next?
• Rising Hygiene Awareness and Urbanisation Drive Long-Term Growth
• Innovation and Premiumisation to Shape Future Demand
• CHART 100 Analyst Insight for Toilet Care
• Health and Wellness Trends to Influence Product Development
• CHART 101 Forecast Value Sales of Toilet Care 2020-2030
• CHART 102 Forecast Value Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Sc Johnson &?Son Dominates with Strong Brand Portfolio
• CHART 103 Company Shares of Toilet Care 2025
• CHART 104 Brand Shares of Toilet Care 2025
• Channels
• Small Local Grocers Lead Toilet Care Sales through Convenience
• Retail E-Commerce Gains Traction with Convenience and Variety
• CHART 105 Retail Channels for Toilet Care 2020-2025
• Economic Context
• CHART 106 Economic Context for Toilet Care
• CHART 107 Real GDP Growth 2020-2030
• CHART 108 Inflation 2020-2030
• Consumer Context
• CHART 109 Consumer Context for Toilet Care
• CHART 110 Population 2020-2030
• CHART 111 Consumer Expenditure 2020-2030
• CHART 112 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN INDONESIA

• Key Data Insights
• 2025 Developments
• Instant Polish Formats Drive Sales among Younger Consumers
• Key Industry Trends
• CHART 113 Key Industry Trends for Polishes
• Industry Performance
• CHART 114 Kiwi Shine & Protect Instant Polish Continue to Gain Traction Amongst Young Consumers
• Shoe Polish Dominates Sales Due to Formal Wear Persistence
• CHART 115 Value Sales of Polishes 2020-2030
• CHART 116 Volume Sales of Polishes 2020-2030
• CHART 117 Value Sales of Polishes by Category 2025
• What's Next?
• Upper-Middle and High-Income Households to Drive Premium Sales
• Metal Polish Sales Set to Shine with Rising Vehicle Ownership
• Sustainability and Digital Integration as Strategic Growth Opportunities
• CHART 118 Forecast Value Sales of Polishes 2020-2030
• CHART 119 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Sc Johnson & Son Dominates with Strong Brand Portfolio
• CHART 120 Company Shares of Polishes 2025
• CHART 121 Brand Shares of Polishes 2025
• Channels
• Small Local Grocers Leads Distribution through Proximity
• E-Commerce Gains Traction with New and Premium Brands
• CHART 122 Retail Channels for Polishes 2020-2025
• Economic Context
• CHART 123 Economic Context for Polishes
• CHART 124 Real GDP Growth 2020-2030
• CHART 125 Inflation 2020-2030
• Consumer Context
• CHART 126 Consumer Context for Polishes
• CHART 127 Population 2020-2030
• CHART 128 Consumer Expenditure 2020-2030
• CHART 129 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Robust Growth Driven by Rising Demand for Home Fragrances
• Key Industry Trends
• CHART 130 Key Industry Trends for Air Care
• Industry Performance
• CHART 131 Stella Released Multiple New Fragrances in 2025
• Stella Drives Sales with Innovative Product Formats and Fragrances
• CHART 132 Stella's Latest Electric Air Freshener Offers More Features at a Lower Price
• Direct-To-Consumer Sales Fuel Growth in Car Air Fresheners
• CHART 133 Value Sales of Air Care 2020-2030
• CHART 134 Volume Sales of Air Care 2020-2030
• CHART 135 Value Sales of Air Care by Category 2025
• What's Next?
• Navigating Urbanisation, Wellness and Format Development to Drive Future Growth
• Strategic Integration of Mood-Boosting Scents and Localised Innovation
• CHART 136 Analyst Insight for Air Care
• Structural Shifts and Consumer Adoption Trends
• CHART 137 Forecast Value Sales of Air Care 2020-2030
• CHART 138 Forecast Value Sales of Air Care by Category 2025-2030

Competitive Landscape

• Megasari Makmur and Sc Johnson & Son Maintain Dominance
• CHART 139 Company Shares of Air Care 2025
• CHART 140 Brand Shares of Air Care 2025
• Channels
• Convenience Retailers Maintains Lead with Wide Reach
• Retail E-Commerce Gains Traction with Convenience and Variety
• CHART 141 Retail Channels for Air Care 2020-2025
• Economic Context
• CHART 142 Economic Context for Air Care
• CHART 143 Real GDP Growth 2020-2030
• CHART 144 Inflation 2020-2030
• Consumer Context
• CHART 145 Consumer Context for Air Care
• CHART 146 Population 2020-2030
• CHART 147 Consumer Expenditure 2020-2030
• CHART 148 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN INDONESIA

• Key Data Insights
• 2025 Developments
• Rising Dengue Cases Fuel Sales of Insect Repellents
• Key Industry Trends
• CHART 149 Key Industry Trends for Home Insecticides
• Industry Performance
• CHART 150 Baygon Max Aerosol Cherry Berry Island Kills Mosquitos and Insects in 1 Second
• Sensory Innovation and Calming Fragrances
• CHART 151 Hit Aerosol Cotton Powder Offers Calming Fragrance for Night Use
• CHART 152 Value Sales of Home Insecticides 2020-2030
• CHART 153 Volume Sales of Home Insecticides 2020-2030
• CHART 154 Value Sales of Home Insecticides by Category 2025
• What's Next?
• Environmental Drivers and Health-Centric Growth Projections
• Format Evolution and the Gradual Shift Away From Insectide Coils
• CHART 155 Analyst Insight for Home Insecticides
• Efficacy, Safety and Wellness Considerations
• CHART 156 Forecast Value Sales of Home Insecticides 2020-2030
• CHART 157 Forecast Value Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Megasari Makmur and Fumakilla Drive Market Dynamics
• CHART 158 Company Shares of Home Insecticides 2025
• CHART 159 Brand Shares of Home Insecticides 2025
• Channels
• Small Local Grocers Leads Distribution with Strong Community Ties
• Retail E-Commerce Gains Traction with Convenience and Discounts
• CHART 160 Retail Channels for Home Insecticides 2020-2025
• Economic Context
• CHART 161 Economic Context for Home Insecticides
• CHART 162 Real GDP Growth 2020-2030
• CHART 163 Inflation 2020-2030
• Consumer Context
• CHART 164 Consumer Context for Home Insecticides
• CHART 165 Population 2020-2030
• CHART 166 Consumer Expenditure 2020-2030
• CHART 167 Population by Generation 2025
• Country Reports Disclaimer