Unilever Indonesia continued to lead the Indonesia dishwashing market in 2012. The company markets a single brand, Sunlight. The leading player also improved product distribution toward the end of the review period. The company was very aggressive in pursuing the "Sunlight 1,000 Agents" campaign, which encourages homemakers to persuade their peers to switch to hand dishwashing liquids from cream detergents. This is part of a female-empowerment programme, with the offer of training and prizes impacting sales positively.
Unlike other home care product types, for which the key consumers are middle- and upper-income households, dishwashing items are used across different socioeconomic groups. In 2012, rain in the traditional dry season wrecked harvests, which weakened the main source of income for the large farming population in Indonesia. To some extent, weaker purchasing power amongst the farming population, a big part of the low-income consumers, impeded manufacturers' efforts to encourage a switch from cream detergents to dishwashing liquids.
Dishwashing is expected to perform well over the forecast period, especially due to predicted increases in disposable income. The switch from cream detergents is expected to continue, in line with growing product awareness, the increased availability of smaller packaging and higher purchasing power. The peer-to-peer marketing model supported by leading manufacturer Unilever Indonesia is likely to accelerate this trend. However, some lower-income households may still be unable to make the switch due to weakening purchasing power. The climate will continue to have a major impact on harvests and income levels of the farming population in Indonesia, and global warming remains a threat.
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