Home Care in Asia Pacific

March 2024

Home care sales in Asia Pacific have continued to record positive growth in recent years, in spite of the pressure many households were seeing on their purchasing power against an inflationary backdrop. Tablet detergents continues to be one of the most dynamic products in the region, with Kao’s entry into this category in Japan likely to help drive further growth in the coming years. Laundry care will continue to dominate home care sales in Asia Pacific.

USD 1,475
Request More Information

Delivery

This report comes in PPT.

Key findings

Prices continue to fall in Chinese powder and liquid detergents

While, compared to previous years, price competition eased a little in Chinese laundry care in 2023, with manufacturers facing pressure from rising raw material, processing and labour costs, prices were still falling in powder and liquid detergents as well as detergent tablets as consumer purchasing power remained under pressure in the inflationary environment.

Shrinkflation the preferred alternative to price hikes in Indonesia

Rather than raising prices, home care manufacturers in Indonesia have instead been adopting a strategy of reducing product grammage. Local consumers from lower-to-middle-income households in this country are known for their minimal brand loyalty, so that a subtle reduction in grammage is seen as a better policy than making noticeable price hikes.

E-commerce accounts for more than half of sales in South Korea

E-commerce, which gained share everywhere over the review period, was accounting for 20% of the regional market in 2023. Chinese home care is playing a major role in this, with online sales now making up 35% of retail value. However, the greatest e-commerce share is in South Korea, at 56%, where three quarters of sales were made through the internet in air care and surface care in 2023.

Increasing importance of sustainability

Sustainability is a trend that can be seen across home care categories in Japan, with the use of recycled plastic or pouch-type refills becoming mainstream and sustainable sourcing of palm oil or cutting production and transportation carbon footprints by manufacturers also increasingly seen. Sustainability may not necessarily lead to a direct increase in sales, but it should work positively in terms of ensuring consumer loyalty to brands and products.

Scope
Key findings
Asia Pacific has the biggest regional home care market
Only the pandemic slightly disrupted the consistent annual growth rates of around 2%
Laundry care dominates home care retail value sales
Detergent tablets one of the most dynamic product areas over 2018-2023
Toilet care sees strong growth in South Korea over 2018-2023, helped by e-commerce
Laundry care dominates the new sales added over 2018-2023
Players utilise various strategies to get round the rising costs
Small local grocers continue to lead retail distribution in Asia Pacific...
…but e-commerce continues to make gains, especially in China and South Korea
Kao enters the detergent tablets category in Japan
Strong growth in India in recent years drives regional share gains for Unilever
India is the biggest market in the region for leading player Unilever
Liby continues to lead the brand rankings
Positive volume and value growth expected over the forecast period
Further development in scented laundry care products likely to be seen in China
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

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
Share:

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

;