Indonesia laundry care market: Strong 7% growth recorded in 2012

Press Release   •   Jul 18, 2013 14:32 BST

Local player Sayap Mas Utama – more commonly known for its parent company name Wings – and global giant Unilever Indonesia shared leadership of the lucrative Indonesia laundry care market in 2012. Whilst Unilever maintained a slight edge over Sayap Mas Utama in 2010-2011, as of 2012 it lost the first ranking once again in laundry care.

Upgrading from lower-priced detergent formats to higher-priced ones was one of the main themes in 2012. Hand wash detergents remained the most popular product category within laundry care, and whilst there is no very significant shift away from hand wash detergents to automatic detergents, there is a definite shift in format, away from the most basic detergent format of bar detergents, to other formats within hand wash detergents.

Laundry care is expected to perform well over the forecast period due to the use of such products by consumers from different socioeconomic groups. Expected population growth is one of the factors supporting rising retail volume sales of laundry care. Rising levels of disposable income are also expected to impact laundry care positively as some product types, such as fabric softeners, starch/ironing aids and other laundry boosters, are classified as non-primary household purchases. As such, on the whole over the forecast period constant value sales and volume sales are both set to grow.

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