Indonesia toilet care market: 9% CAGR growth forecast between 2012-2017

Press Release   •   Jul 18, 2013 14:34 BST

SC Johnson & Son (Indonesia) led the Indonesia toilet care market with near dominance up to 2012. The company markets the Bebek brand, which translates as "duck" in English. Bebek is a local variation of the international Duck brand. In addition, the leading player offers the international Glade brand in Indonesia, offering Glade Toilet Block as a replacement for Bebek Hang-Ins in-cistern devices in mid-2009. Despite the aggressive promotion of Harpic, Bebek and Glade maintained strong brand images in toilet care amongst their target audience of upper-income consumers, some of whom have experience of living abroad.

Toilet liquids registered the highest current value growth in 2012 in terms of actual value sales, while rim blocks registered the strongest value growth in percentage terms. Toilet liquids still dominated toilet care sales with 92% share of retail value sales in 2012. The popularity of toilet liquids is boosted by cheaper price points compared to in-cistern devices. Moreover, the on-demand usage of toilet liquids is considered less wasteful than continual use of in-cistern devices. This is especially important since households continue to try to keep expenditure to a minimum despite the rising disposable income trend.

The growing health and hygiene trend should benefit toilet care in Indonesia. The willingness of urban consumers to use chemicals to clean the house is also expected to impact toilet care positively. Manufacturers intend to promote toilet care despite its relatively early stage of development compared to other home care categories. This is expected to improve sales significantly as Indonesian consumers still rely on advertisements when deciding on home care purchases. Population growth and the development of residential areas, in line with higher disposable income, are also leading to the increased usage of toilet care products. The growth in high-rise apartment buildings, where the use of live-in maids or servants is less practical, is also promoting toilet care as these consumers generally perform household chores themselves.

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