Competitive Landscape
Megasari Makmur and Sc Johnson & Son Maintain Dominance
The air care landscape in Indonesia remained highly concentrated in 2025, with the top two companies, Megasari Makmur and SC Johnson & Son (Indonesia) Ltd PT (Glade), holding significant value share of 43% and 36%, respectively. Megasari Makmur's brand, Stella, continued to comfortably lead due to its wide product range, strong consumer recognition, and consistent innovations that resonated with Indonesians.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Care in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Indonesia?
- Which are the leading brands in Air Care in Indonesia?
- How are products distributed in Air Care in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Indonesia - Category analysis
Key Data Insights
Robust Growth Driven by Rising Demand for Home Fragrances
Robust Growth Driven by Rising Demand for Home Fragrances
Stella Drives Sales with Innovative Product Formats and Fragrances
Direct-To-Consumer Sales Fuel Growth in Car Air Fresheners
Navigating Urbanisation, Wellness and Format Development to Drive Future Growth
Strategic Integration of Mood-Boosting Scents and Localised Innovation
Structural Shifts and Consumer Adoption Trends
Megasari Makmur and Sc Johnson & Son Maintain Dominance
Convenience Retailers Maintains Lead with Wide Reach
Retail E-Commerce Gains Traction with Convenience and Variety
Home Care in Indonesia - Industry Overview
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Key Data Insights
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Mood-Boosting Ingredients Enhance Emotional Wellbeing
Air Care Sees Dynamic Growth Driven by Convenience and Premiumisation
Players to Drive Growth through Education and Innovation
Laundry Care to Remain Leading Category with a Focus on Health and Wellness
Affordability, Convenience and Innovative Formats to Shape the Future of Home Care
Sayap Mas Utama and Unilever Lead with Strong Brand Portfolios
Emerging Players and Innovation Drive Market Dynamics
Small Local Grocers Leads Home Care Distribution through Proximity
Retail E-Commerce Gains Share with Competitive Prices and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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