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Resilient Home Care Market Driven by Economic and Demographic Factors
The home care market in Malaysia is characterised by resilience and growth, driven by economic and demographic factors such as rising median disposable income per household and urbanisation. In 2025, the market reached a retail value of MYR3.9 billion, with laundry care being the largest category, boosted by high washing machine penetration. The market is forecast to record a current value CAGR of 5% to reach sales of MYR4.9 billion by 2030. To succeed, brands must focus on innovation, sustainability and meeting consumer demand for eco-friendly and effective products, while also adapting to the shift towards digital channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Home Care in Malaysia?
- How are products distributed in Home Care in Malaysia?
- 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 Malaysia
Resilient Home Care Market Driven by Economic and Demographic Factors
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Resilient Home Care Market Driven by Economic and Demographic Factors
Chart 2 Analyst Insight for Home Care
Laundry Care Dominates Market Share
Kao Malaysia Drives Sustainability with Eco-Friendly Launches
Chart 3 Kao Malaysia Launches Eco-Friendly Magiclean Floor Cleaner Refill Pouch, Driving Sustainability
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Laundry Care Will Maintain Its Dominance
Sustainability Will Drive Innovation and Growth
Targeted Products to Gain Traction among Younger Consumers
Chart 7 Forecast Value Sales of Home Care 2020-2030
Chart 8 Forecast Value Sales of Home Care by Category 2025-2030
Sc?Johnson and Unilever Continue to Lead
Chart 9 Innovative Antibacterial Cleaner with Natural Fermentation Technology
New Products From Kao and Pipper Standard
Chart 10 Kao Malaysia Launches Magiclean Innovations for Health-Conscious Consumers
Opportunities Arise From Sustainability and Innovation
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Grocery Retailers Dominate Sales
E-Commerce Gains Traction with Convenience and Promotions
Digital Channels to Continue Growing with Consumer Behaviour Shift
Chart 13 Retail Channels of 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 Malaysia
Key Data Insights
Brands Adopt Shrinkflation to Maintain Profitability
Chart 21 Key Industry Trends for Air Care
Brands Adopt Shrinkflation to Maintain Profitability
Premium Formats Thrive in Speciality Retail and E-Commerce
Sustainability and Wellness Drive Innovation and Growth
Chart 22 Value Sales of Air Care 2020-2030
Chart 23 Volume Sales of Air Care 2020-2030
Chart 24 Value Sales of Air Care by Category 2025
Consumers to Drive Demand for Wellness-Focused and Eco-Friendly Products
Chart 25 Analyst Insight for Air Care
Car and Spray/Aerosol Air Fresheners Will Remain the Largest Categories
Digital Platforms and Sustainability Shape Business Strategies
Chart 26 Forecast Value Sales of Air Care 2020-2030
Chart 27 Forecast Value Sales of Air Care by Category 2025-2030
Leading Companies Maintain Their Dominance through Innovation
Glade Introduces Smaller 452G Variety
Chart 28 Brands Look for Alternatives to Remain Profitable due to Value-for Money Trend
Market Trends and Opportunities for Businesses
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Modern Trade Leads Air Care Sales Thanks to Its Broad Assortments
Retail E-Commerce Grows Rapidly, Driven by Convenience
Omnichannel Strategies Key to Capturing Evolving Demand
Chart 31 Retail Channels of Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Malaysia
Key Data Insights
Mood-Boosting Ingredients Drive Growth in Bleach Sales
Chart 39 Key Industry Trends for Bleach
Mood-Boosting Ingredients Drive Growth in Bleach Sales
Affordable Multi-Purpose Bleach Products Gain Traction
Stricter Regulations Drive Innovation in Safer Formulations
Chart 40 Value Sales of Bleach 2020-2030
Chart 41 Volume Sales of Bleach 2020-2030
Consumers to Drive Demand for Sustainable Bleach Products
Chart 42 Analyst Insight for Bleach
E-Commerce to Drives Sales with Competitive Pricing and Promotions
Sustainable Formulations and Mood-Boosting Scents to Shape the Future
Chart 43 Forecast Value Sales of Bleach 2020-2030
Leading Brands Solidify Their Positions through Innovation and Distribution
Chart 44 Kuat Harimau Bleach Lemon Taps Into Mood-Boosting Trend
No Significant Mergers or New Entrants Expected
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Grocery Retailers Lead Bleach Sales Thanks to Their Convenience
Retail E-Commerce Gains Share with Its Wider Product Variety and Promotions
No New Retail Brands or Concepts Emerge in 2026
Chart 47 Retail Channels of 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 Malaysia
Key Data Insights
Premium and Wellness-Focused Products Drive Sales Growth
Chart 55 Key Industry Trends for Dishwashing
Premium and Wellness-Focused Products Drive Sales Growth
Hand Dishwashing Remains Dominant, Automatic Dishwashing Gradually Developing
Sustainability and Health Drive Innovation and Consumer Choice
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Value Sales of Dishwashing by Category 2025
Consumers to Prioritise Affordability and Sustainability in Dishwashing
Hand Dishwashing to Remain Dominant, Automatic Dishwashing Will Continue Gradually Developing
E-Commerce Will Continue to Shape Dishwashing Sales Channels
Chart 59 Forecast Value Sales of Dishwashing 2020-2030
Chart 60 Forecast Value Sales of Dishwashing by Category 2025-2030
Seventh Generation Launches New Product with Plant-Based Ingredients
Chart 61 Seventh Generation's Bio-Based Dishwashing Product
Unilever and Colgate-Palmolive Dominate with Strong Brand Portfolios
Cose Launches New Concentrated Dishwashing Liquid
Chart 62 COSE's New Concentrated Dishwashing Liquid
Chart 63 Company Shares of Dishwashing 2025
Chart 64 Brand Shares of Dishwashing 2025
Supermarkets and Hypermarkets Lead Dishwashing Sales
Retail E-Commerce Drives Growth with Convenience and Promotions
E-Commerce Continues to Shape Sales Landscape
Chart 65 Analyst Insight for Dishwashing
Chart 66 Retail Channels of 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 Malaysia
Key Data Insights
Rising Demand for Safer Formulations Drives Growth
Chart 74 Key Industry Trends of Home Insecticides
Rising Demand for Safer Formulations Drives Growth
Spray/Aerosol Insecticides Dominate Market Share
Electric Insecticides See Dynamic Growth
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Value Sales of Home Insecticides by Category 2025
Consumers to Drive Demand for Safer, Multifunctional Insecticides
Spray/Aerosol Insecticides Will Remain Dominant, Electric Insecticides Most Dynamic
Rise of Eco-Friendly Alternatives and Digital Channels to Shape Future
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Companies Maintain Dominance through Innovation
Unique Anti-Landing Technology in Kao's Bioré Guard Mos Block Serum
Chart 80 Kao's Bioré GUARD Mos Block Serum with Unique Anti-Landing Technology
No Significant Mergers or Acquisitions or New Launches
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Offline Retail Remains Dominant Despite E-Commerce Growth
Retail E-Commerce the Fastest-Growing Channel
Chart 83 Analyst Insight for Home Insecticides
Trends Shaping Retail Environment
Chart 84 Retail Channels of Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Malaysia
Key Data Insights
Strong Demand for Multifunctional Products Drives Sales
Chart 92 Key Industry Trends for Laundry Care
Strong Demand for Multifunctional Products Drives Sales
Chart 93 Daia’S 3-In-1 Softergent Drives Multifunctionality Trend in Malaysia’S Laundry Care Market
Laundry Detergents Remain Dominant, Driven by Consumer Needs
Sustainability an Increasingly Key Trend, Influencing Product Innovation
Chart 94 Value Sales of Laundry Care 2020-2030
Chart 95 Volume Sales of Laundry Care 2020-2030
Chart 96 Value Sales of Laundry Care by Category 2025
Consumers to Drive Demand for Eco-Friendly and Multifunctional Laundry Care Products
Chart 97 Analyst Insight for Laundry Care
Laundry Detergents Will Maintain Its Dominance with Its Multifunctional Innovations
E-Commerce and Subscription Models to Gain Traction with Eco-Friendly Products
Chart 98 Forecast Value Sales of Laundry Care 2020-2030
Chart 99 Forecast Value Sales of Laundry Care by Category 2025-2030
Kao Strengthens Its Lead with Sustainable Innovations
Chart 100 Attack Liquid Detergent 3kg Refill Spout Pouch: Setting New Standards in Sustainable Laundry
Ecominim Launches Plant-Based Laundry Products
Chart 101 Ecominim's Plant-Based Laundry Innovations
Daia’S 3-In-1 Softergent Lavender Taps into the Multifunctionality Trend
Chart 102 Company Shares of Laundry Care 2025
Chart 103 Brand Shares of Laundry Care 2025
Grocery Retailers Lead Laundry Care Sales
Retail E-Commerce the Fastest-Growing Channel
E-Commerce Gains Traction with Sustainable and Multifunctional Products
Chart 104 Retail Channels for Laundry Care 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Malaysia
Key Data Insights
Premium Formulations Drive Sales Growth and Polish Market Expansion
Chart 112 Key Indutry Trends for Polishes
Premium Formulations Drive Sales Growth and Polish Market Expansion
Chart 113 Analyst Insight for Polishes
Shoe Polish Remains the Largest Category
Enhanced Quality Trend Shapes Polish Market Dynamics
Chart 114 Value Sales of Polishes 2020-2030
Chart 115 Volume Sales of Polishes 2020-2030
Chart 116 Value Sales of Polishes by Category 2025
Premium Formulations and Sustainability Will Drive Future Sales
Shoe Polish Will Remain Dominant, While Furniture Polish Will Face Challenges
E-Commerce Growth Slows as Physical Stores Maintain Their Dominance
Chart 117 Forecast Value Sales of Polishes 2020-2030
Chart 118 Forecast Value Sales of Polishes by Category 2025-2030
Kiwi Continues to Lead Thanks to Its Quality and Distribution
Jades & Easystone's New Aureo Shoe Polish and Shoeshine Sponge
Chart 119 Aureo's Shine & Nourish Cream Marks New Era in Premium Leather Shoe Care
No Significant Mergers or New Launches Expected
Chart 120 Company Shares of Polishes 2025
Chart 121 Brand Shares of Polishes 2025
Supermarkets and Hypermarkets Lead Polish Sales through In-Person Inspection
Retail E-Commerce Drives Growth with Wider Product Selections and Promotions
Omnichannel Presence Key to Capturing Growing Demand
Chart 122 Retail Channels of 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 Malaysia
Key Data Insights
Brands Innovate with Sustainable and Multifunctional Products
Chart 130 Key Industry Trends for Surface Care
Brands Innovate with Sustainable and Multifunctional Products
Largest Category Drives Growth with Multifunctionality
Sustainability and Health Drive Innovation and Growth
Chart 131 Value Sales of Surface Care 2020-2030
Chart 132 Volume Sales 2020-2030
Chart 133 Value Sales of Surface Care by Category 2025
Consumers to Drive Growth with Eco-Friendly and Multifunctional Demands
Multipurpose Cleaners Will Continue to Lead as Multifunctionality Drives Sales
E-Commerce and Sustainability Shape Business Strategies
Chart 134 Forecast Value Sales of Surface Care 2020-2030
Chart 135 Forecast Value Sales of Surface Care by Category 2025-2030
Kao and Sc Johnson Lead Thanks to Their Innovation and Sustainability
Chart 136 Magiclean Floor Cleaner Debuts Larger, Eco Friendly 2.8-litre Pouch Pack, Reducing Plastic Use by 67%
Kao Launches Magiclean Pipe & Sink Cleaner and New Magiclean Floor Cleaner Eco-Friendly Pouch Pack
Chart 137 Kao Boosts Health-Focused Surface Care with Magiclean Pipe & Sink Cleaner Launch
Opportunities Emerge for Businesses in Sustainable and Multifunctional Products
Chart 138 Company Shares 2025
Chart 139 Brand Shares 2025
Retail E-Commerce Gains Share as Consumers Seek Convenience, but Offline Sales Still Dominate
Omnichannel Retailing Becoming Increasingly Important
Chart 140 Analyst Insight for Surface Care
No Emerging Retail Brands or Concepts Identified
Chart 141 Retail Channels of 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 Malaysia
Key Data Insights
Kao and Clorox Drive Innovation in Hygiene Solutions
Chart 149 Key Industry Trends for Toilet Care
Kao and Clorox Drive Innovation in Hygiene Solutions
Toilet Liquids/Foam Dominates Market Share Thanks to Its Convenience
Evolving Product Formats and Health Trends Shape Market
Chart 150 Value Sales of Toilet Care 2020-2030
Chart 151 Volume Sales of Toilet Care 2020-2030
Chart 152 Value Sales of Toilet Care by Category 2025
Sustainable and Smart Solutions to Drive Future Growth
In-Cistern Devices to See the Most Dynamic Growth
Chart 153 Analyst Insight for Toilet Care
Health and Wellness Trends to Shape Industry Landscape
Chart 154 Forecast Value Sales of Toilet Care 2020-2030
Chart 155 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Players Maintain Their Grip through Innovation and Distribution
Chart 156 Kao Leads Toilet Care Innovation in Malaysia with Compact, Spray-Based Cleaners for Modern Homes
Kao Launches Easy-To-Spray Toilet Cleaner
Stable Competitive Landscape with Opportunities for Innovation
Chart 157 Clorox Foaming Toilet Bomb Cleaner Leads 2025’s Health-Driven Shift in Home Toilet Care
Chart 158 Company Shares of Toilet Care 2025
Chart 159 Brand Shares of Toilet Care 2025
Convenience Stores Lead Toilet Care Sales
Retail E-Commerce Is the Fastest-Growing Channel in Toilet Care
Key Trends Shaping Toilet Care Distribution in Malaysia
Chart 160 Retail Channels of 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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