Indonesia air care market: SC Johnson & Son the key industry player

Press Release   •   Jul 18, 2013 14:33 BST

SC Johnson & Son (Indonesia) Ltd continued to lead the Indonesia air care market in 2012. In Indonesia, the company markets Glade, which is present in car air fresheners, electric air fresheners, standard spray/aerosol air fresheners and other air care. Glade is also present in the gel format for both home and in-car use. Several products stand out in air care, such as Glade Sport in car air fresheners and Glade Sense & Spray in electric air fresheners. The Glade brand has also expanded into toilet care, in line with the strategy to market air care products as suitable for bathroom use. In addition, the company is present in surface care and insecticides, giving it leverage as a complete home care product and solution provider.

Gel air fresheners entered the market successfully in 2011 to explosive growth, and the success continued in 2012 as the products become available at more modern retail stores such as hypermarkets. As such, gel air fresheners scored the strongest value growth, although from still small value base, far better than all other products in air care in 2012.

Air care is expected to perform well over the forecast period as disposable income levels amongst the target audience of middle- and upper-income consumers continue to rise in line with the improving economic conditions in the country. As a non-primary product type, air care is benefiting from the rapid expansion of modern retail formats and the consumer preference for shopping in such outlets. As urban consumers lead more modern and sophisticated lifestyles, air care is expected to improve its retail and household penetration significantly over the forecast period.

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