Indonesia surface care market: 5% CAGR growth forecast between 2012-2017

Press Release   •   Jul 18, 2013 14:30 BST

Unilever Indonesia continued to lead the Indonesia surface care market in 2012. The company is present in most significant surface care categories, including standard floor cleaners with Super Pell, which was relaunched in 2010 with a new improved formula; household antiseptics/disinfectants with Wipol; multi-purpose cleaners with Cif and Vixal; and window/glass cleaners with Kiff.

Surface care sales grew encouragingly in 2012. Growth remained driven by standard floor cleaners which form the bulk of value sales of surface care. Manufacturers invested in marketing and promotions of standard floor cleaners to continue to improve its performance, with smaller pack sizes boosting affordability and use in previously untapped middle- and lower-income households.

Surface care is predicted to perform well over the forecast period due to expected improvements in disposable income amongst the majority of Indonesian households. The growing health and hygiene trend is also expected to impact surface care positively. The strong development of new residential complexes in first- and second-tier cities is anticipated to boost the demand for surface care. In particular, high-rise apartments, where board for maids or servants is limited or impractical, will persuade owners to purchase more surface care products for household cleaning chores. Surface care sales are expected to grow by a 5% constant value CAGR over the forecast period, a faster rate than over the review period.

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