Competitive Landscape
Top Brands Maintain Lead through Innovation and Marketing
The dishwashing landscape in Indonesia is concentrated, with the top two brands, Sunlight and Mama, holding over 70% value in 2025. Unilever Indonesia, with its Sunlight brand, continued to lead overall with a 39% value share, despite ongoing challenges in the local market.
New Entrants Intensify Competition with Affordable Alternatives
The competitive landscape is becoming more dynamic, with new entrants like Sayap Mas Utama PT offering competitive pricing to attract consumers. Sayap Mas Utama has increasd its share from 1% in 2021 to 11% in 2025 by offering its Ekonomi Power Liquid brand at a lower unit price than Sunlight and Mama, targeting first-time buyers from lower- to middle-income households and rural areas.
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Overview:
Understand the latest market trends and future growth opportunities for the Dishwashing 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 Dishwashing 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 Dishwashing 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 Dishwashing in Indonesia?
- Which are the leading brands in Dishwashing in Indonesia?
- How are products distributed in Dishwashing 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 Dishwashing products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Dishwashing in Indonesia - Category analysis
Key Data Insights
Players Look to Leverage Health and Wellness Trend to Add Value
Players Look to Leverage Health and Wellness Trend to Add Value
Plant-Based Products Drive Sustainability Trend
Evolving Product Formats Meet Consumer Needs Amid Economic Uncertainty
Premium Health Innovations and Rural Expansion to Drive Growth Potential
Strategic Integration of Sustainable Innovations
New Entrants Intensify Competition with Affordable Alternatives
Top Brands Maintain Lead through Innovation and Marketing
New Entrants Intensify Competition with Affordable Alternatives
Grocery Retailers Dominate Dishwashing Distribution
Retail E-Commerce Gains Traction with Fast Delivery and Discounts
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:
Dishwashing
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See all of our definitionsWhy 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 Dishwashing research and analysis database.
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