Competitive Landscape
Sayap Mas Utama Maintains Lead through Innovation and Affordability
The surface care landscape in Indonesia is concentrated, with the top three companies holding significant share in 2025. Sayap Mas Utama PT leads overall with a 30% value share, followed by Unilever Indonesia Tbk PT with 19%, and Joenoes Ikamulya PT with 13%.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Indonesia?
- Which are the leading brands in Surface Care in Indonesia?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Indonesia - Category analysis
Key Data Insights
Evolving Consumer Priorities and the Rise of Specialised Surface Care
Evolving Consumer Priorities and the Rise of Specialised Surface Care
So Klin Drives Health and Wellness Trend with Reformulation
Evolving Product Formats Drive Convenience and Affordability
Consumers to Prioritise Health and Hygiene in Surface Care
Multi-Purpose Cleaners to Remain Popular, While Window/Glass Cleaners Shows Growth Potential
Innovation and Affordability Drive Future Growth
Sayap Mas Utama Maintains Lead through Innovation and Affordability
Small Local Grocers Leads with Convenience and Trust
Retail E-Commerce Gains Traction with Variety and Attractive 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:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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