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Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Home care in Indonesia recorded 3% current value growth to reach IDR44.3 trillion in 2025, driven by urbanisation and increasing demand for cleaner, healthier living environments. The urban population grew to 170 million, and median disposable income per household was IDR147 million, indicating steady consumer spending power. Laundry care was the largest value category with sales reaching IDR21.7 trillion, driven by high washing machine penetration at 41%. Health and wellness trends drove demand for products with antibacterial and antiviral claims, while mood-boosting ingredients and convenient formats gained popularity.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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 Home 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 Home Care in Indonesia?
- Which are the leading brands in Home Care in Indonesia?
- How are products distributed in Home 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 Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Indonesia
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Chart 2 Soklin Released Its Latest Plant-Based Detergent with Detoxification Technology
Mood-Boosting Ingredients Enhance Emotional Wellbeing
Chart 3 Hit Aerosol Cotton Powder Offers Calming Fragrance for Night Use
Air Care Sees Dynamic Growth Driven by Convenience and Premiumisation
Chart 4 Stella's Latest Electric Air Freshener Offers More Features at a Lower Price
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Value Sales of Home Care by Category 2025
Players to Drive Growth through Education and Innovation
Chart 8 Analyst Insight for Home Care
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
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Sayap Mas Utama and Unilever Lead with Strong Brand Portfolios
Emerging Players and Innovation Drive Market Dynamics
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Leads Home Care Distribution through Proximity
Retail E-Commerce Gains Share with Competitive Prices and Convenience
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Indonesia
Key Data Insights
Robust Growth Driven by Rising Demand for Home Fragrances
Chart 21 Key Industry Trends for Air Care
Robust Growth Driven by Rising Demand for Home Fragrances
Chart 22 Stella Released Multiple New Fragrances in 2025
Stella Drives Sales with Innovative Product Formats and Fragrances
Chart 23 Stella's Latest Electric Air Freshener Offers More Features at a Lower Price
Direct-To-Consumer Sales Fuel Growth in Car Air Fresheners
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Navigating Urbanisation, Wellness and Format Development to Drive Future Growth
Strategic Integration of Mood-Boosting Scents and Localised Innovation
Chart 27 Analyst Insight for Air Care
Structural Shifts and Consumer Adoption Trends
Chart 28 Forecast Value Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Megasari Makmur and Sc Johnson & Son Maintain Dominance
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Convenience Retailers Maintains Lead with Wide Reach
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Indonesia
Key Data Insights
Lack of Innovation and Shift to Competing Home Care Products Subdues Growth Potential
Chart 40 Key Industry Trends for Bleach
Lack of Innovation and Shift to Competing Home Care Products Subdues Growth Potential
Smaller Formats Drive Demand among Price-Sensitive Consumers
Chart 41 Soklin Increase Its Focus on Sachet and 100 Ml Bottle for Price Sensitive Consumers
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Future Outlook and Competitive Challenges Facing Bleach in Indonesia
Strategic Levers and Innovation Prospects
Chart 44 Forecast Value Sales of Bleach 2020-2030
Johnson Home Hygiene Products Retains Lead of Consolidated Landscape
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Small Local Grocers Drive Bleach Sales through Convenience
Retail E-Commerce Gains Traction with Fast Delivery
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Indonesia
Key Data Insights
Players Look to Leverage Health and Wellness Trend to Add Value
Chart 55 Key Industry Trends for Dishwashing
Players Look to Leverage Health and Wellness Trend to Add Value
Chart 56 Sunlight Biocare Nature: 100% Food-Grade, Plant-Based Cleaning Powered by Rhamnoclean Technology
Plant-Based Products Drive Sustainability Trend
Chart 57 Mama Introduces Its Plant-Based Dishwashing Liquid with 100% Food-Grade
Evolving Product Formats Meet Consumer Needs Amid Economic Uncertainty
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Premium Health Innovations and Rural Expansion to Drive Growth Potential
Strategic Integration of Sustainable Innovations
Chart 61 Analyst Insight for Dishwashing
New Entrants Intensify Competition with Affordable Alternatives
Chart 62 Forecast Sales of Dishwashing 2020-2030
Chart 63 Forecast Sales of Dishwashing by Category 2025-2030
Top Brands Maintain Lead through Innovation and Marketing
New Entrants Intensify Competition with Affordable Alternatives
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Grocery Retailers Dominate Dishwashing Distribution
Retail E-Commerce Gains Traction with Fast Delivery and Discounts
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Indonesia
Key Data Insights
Rising Dengue Cases Fuel Sales of Insect Repellents
Chart 74 Key Industry Trends for Home Insecticides
Rising Dengue Cases Fuel Sales of Insect Repellents
Chart 75 Baygon Max Aerosol Cherry Berry Island Kills Mosquitos and Insects in 1 Second
Sensory Innovation and Calming Fragrances
Chart 76 Hit Aerosol Cotton Powder Offers Calming Fragrance for Night Use
Chart 77 Value Sales of Home Insecticides 2020-2030
Chart 78 Volume Sales of Home Insecticides 2020-2030
Chart 79 Value Sales of Home Insecticides by Category 2025
Environmental Drivers and Health-Centric Growth Projections
Format Evolution and the Gradual Shift Away From Insectide Coils
Chart 80 Analyst Insight for Home Insecticides
Efficacy, Safety and Wellness Considerations
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
Megasari Makmur and Fumakilla Drive Market Dynamics
Chart 83 Company Shares of Home Insecticides 2025
Chart 84 Brand Shares of Home Insecticides 2025
Small Local Grocers Leads Distribution with Strong Community Ties
Retail E-Commerce Gains Traction with Convenience and Discounts
Chart 85 Retail Channels for Home Insecticides 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real GDP Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Indonesia
Key Data Insights
Flat Value Growth Masks Dynamic Shifts in Consumer Preferences
Chart 93 Key Industry Trends for Laundry Care
Flat Value Growth Masks Dynamic Shifts in Consumer Preferences
Chart 94 Gentle Gen Released New 3-In-1 Plant-Based Detergent Offering Convenience and Efficiency
Mood-Boosting Fragrances and Essential Oils in Indonesian Laundry Care
Chart 95 Soklin's Latest Detergent Incorporate Fresh Lilac Fragrance for Mood Booster
Health and Wellness Trend Drives Innovation and Growth
Chart 96 Soklin Released Its Latest Plant-Based Detergent with Detoxification Technology
Chart 97 Value Sales of Laundry Care 2020-2030
Chart 98 Volume Sales of Laundry Care 2020-2030
Chart 99 Value Sales of Laundry Care by Category 2025
Structural Drivers and Growth Projections for Laundry Care in Indonesia
Strategic Integration of Wellness-Focused Plant-Based Formulations
Chart 100 Analyst Insight for Laundry Care
From Basic Functionality to Antibacterial Benefits
Chart 101 Forecast Value Sales of Laundry Care 2020-2030
Chart 102 Forecast Value Sales of Laundry Care by Category 2025-2030
Sayap Mas Utama Maintains Solid Lead through Innovation
Pascal Corprindo Semesta Records Dynamic Growth with Gentle Gen
Chart 103 Company Shares of Laundry Care 2025
Chart 104 Brand Shares of Laundry Care 2025
Small Local Grocers Leads Laundry Care Distribution through Proximity
Retail E-Commerce Gains Traction with Convenience and Bulk Discounts
Chart 105 Retail Channels for Laundry Care 2020-2025
Chart 106 Economic Context for Laundry Care
Chart 107 Real GDP Growth 2020-2030
Chart 108 Inflation 2020-2030
Chart 109 Consumer Context for Laundry Care
Chart 110 Population 2020-2030
Chart 111 Consumer Expenditure 2020-2030
Chart 112 Population by Generation 2025
Polishes in Indonesia
Key Data Insights
Instant Polish Formats Drive Sales among Younger Consumers
Chart 113 Key Industry Trends for Polishes
Instant Polish Formats Drive Sales among Younger Consumers
Chart 114 Kiwi Shine & Protect Instant Polish Continue to Gain Traction Amongst Young Consumers
Shoe Polish Dominates Sales Due to Formal Wear Persistence
Chart 115 Value Sales of Polishes 2020-2030
Chart 116 Volume Sales of Polishes 2020-2030
Chart 117 Value Sales of Polishes by Category 2025
Upper-Middle and High-Income Households to Drive Premium Sales
Metal Polish Sales Set to Shine with Rising Vehicle Ownership
Sustainability and Digital Integration as Strategic Growth Opportunities
Chart 118 Forecast Value Sales of Polishes 2020-2030
Chart 119 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson & Son Dominates with Strong Brand Portfolio
Chart 120 Company Shares of Polishes 2025
Chart 121 Brand Shares of Polishes 2025
Small Local Grocers Leads Distribution through Proximity
E-Commerce Gains Traction with New and Premium Brands
Chart 122 Retail Channels for Polishes 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real GDP Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Surface Care in Indonesia
Key Data Insights
Evolving Consumer Priorities and the Rise of Specialised Surface Care
Chart 130 Key Industry Trends for Surface Care
Evolving Consumer Priorities and the Rise of Specialised Surface Care
Chart 131 Super Pell Sakura Anti Minyak & Noda Elevates Comfort at Home
So Klin Drives Health and Wellness Trend with Reformulation
Chart 132 Soklin Reformulates Its Floor Cleaner to Kill Virus and Bacteria More Effectively
Evolving Product Formats Drive Convenience and Affordability
Chart 133 Value Sales of Surface Care 2020-2030
Chart 134 Volume Sales of Surface Care 2020-2030
Chart 135 Value Sales of Surface Care by Category 2025
Consumers to Prioritise Health and Hygiene in Surface Care
Multi-Purpose Cleaners to Remain Popular, While Window/Glass Cleaners Shows Growth Potential
Chart 136 Analyst Insight for Surface Care
Innovation and Affordability Drive Future Growth
Chart 137 Forecast Sales of Surface Care 2020-2030
Chart 138 Forecast Sales of Surface Care by Category 2025-2030
Sayap Mas Utama Maintains Lead through Innovation and Affordability
Chart 139 Company Shares of Surface Care 2025
Chart 140 Brand Shares of Surface Care 2025
Small Local Grocers Leads with Convenience and Trust
Retail E-Commerce Gains Traction with Variety and Attractive Discounts
Chart 141 Retail Channels for Surface Care 2020-2025
Chart 142 Economic Context for Surface Care
Chart 143 Real GDP Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Surface Care
Chart 146 Population 2020-2030
Chart 147 Consumer Expenditure 2020-2030
Chart 148 Population by Generation 2025
Toilet Care in Indonesia
Key Data Insights
Strong Growth Driven by Urbanisation and Hygiene Awareness
Chart 149 Key Industry Trends for Toilet Care
Strong Growth Driven by Urbanisation and Hygiene Awareness
Harpic Indonesia Drives Health and Wellness Trend with New Formulation
Chart 150 Harpic Indonesia Releases New Formulation That Cleans More Effectively
Mood-Boosting Ingredients Fuel Fragrance-Led Innovation
Chart 151 Bebek Kloset Korean Magnolia Brings Pleasant Fragrance to Bathroom
Chart 152 Value Sales of Toilet Care 2020-2030
Chart 153 Volume Sales of Toilet Care 2020-2030
Chart 154 Value Sales of Toilet Care by Category 2025
Rising Hygiene Awareness and Urbanisation Drive Long-Term Growth
Innovation and Premiumisation to Shape Future Demand
Chart 155 Analyst Insight for Toilet Care
Health and Wellness Trends to Influence Product Development
Chart 156 Forecast Value Sales of Toilet Care 2020-2030
Chart 157 Forecast Value Sales of Toilet Care by Category 2025-2030
Sc Johnson &?Son Dominates with Strong Brand Portfolio
Chart 158 Company Shares of Toilet Care 2025
Chart 159 Brand Shares of Toilet Care 2025
Small Local Grocers Lead Toilet Care Sales through Convenience
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 160 Retail Channels for Toilet Care 2020-2025
Chart 161 Economic Context for Toilet Care
Chart 162 Real GDP Growth 2020-2030
Chart 163 Inflation 2020-2030
Chart 164 Consumer Context for Toilet Care
Chart 165 Population 2020-2030
Chart 166 Consumer Expenditure 2020-2030
Chart 167 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home 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
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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