Competitive Landscape
Sayap Mas Utama Maintains Solid Lead through Innovation
The laundry care landscape in Indonesia is concentrated, with Sayap Mas Utama PT leading comfortably through its top brands, So Klin, Daia, Wings, and Boom. In 2025, Sayap Mas Utama Pt held a 48% value share, followed by Unilever Indonesia Tbk PT (Rinso,Molto) with 24%.
Pascal Corprindo Semesta Records Dynamic Growth with Gentle Gen
Pascal Corprindo Semesta PT is an emerging company performing well in local laundry care, with its Gentle Gen brand experiencing rapid growth and share gain. Gentle Gen has built a strong reputation as the first 3-in-1 plant-based detergent in Indonesia, accompanied by claims of being safe and gentle on hands.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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 Laundry 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 Laundry Care in Indonesia?
- Which are the leading brands in Laundry Care in Indonesia?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Indonesia - Category analysis
Key Data Insights
Flat Value Growth Masks Dynamic Shifts in Consumer Preferences
Flat Value Growth Masks Dynamic Shifts in Consumer Preferences
Mood-Boosting Fragrances and Essential Oils in Indonesian Laundry Care
Health and Wellness Trend Drives Innovation and Growth
Structural Drivers and Growth Projections for Laundry Care in Indonesia
Strategic Integration of Wellness-Focused Plant-Based Formulations
From Basic Functionality to Antibacterial Benefits
Sayap Mas Utama Maintains Solid Lead through Innovation
Pascal Corprindo Semesta Records Dynamic Growth with Gentle Gen
Small Local Grocers Leads Laundry Care Distribution through Proximity
Retail E-Commerce Gains Traction with Convenience and Bulk 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:
Laundry Care
- 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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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
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 Laundry Care research and analysis database.
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