Household Cleaners - Indonesia

Indonesia

Highlights

Market definition

In-Scope/Out-of-scope

Market structure

Reports

Methodology

In Indonesia, the Household Cleaners market is projected to generate a revenue of US$1.51bn in 2025.
It is anticipated that the market will experience an annual growth rate of 2.71% (CAGR 2025-2029).
When compared to other countries worldwide, United States leads the pack with a revenue of US$8bn in 2025.
On a per capita basis, the revenue generated in Indonesia amounts to US$5.36 per person in 2025.
The demand for eco-friendly household cleaners is rapidly increasing in Indonesia, driven by growing environmental awareness among consumers.

Revenue

Revenue Change

Notes: Data shown is using current exchange rates. Data shown does not yet reflect market impacts of Russia-Ukraine war, we are currently working on an update.

Most recent update: Jun 2024

Source: Statista Market Insights

Average Revenue per Capita

Most recent update: Jun 2024

Source: Statista Market Insights

Analyst Opinion

The Household Cleaners Market within the Home & Laundry Care sector in Indonesia is witnessing mild growth, influenced by factors such as evolving consumer preferences, increased focus on hygiene, and the rising availability of eco-friendly cleaning products.

Customer preferences: Consumers in Indonesia are increasingly prioritizing hygiene and sustainability, driving a notable shift towards eco-friendly household cleaners. This trend is influenced by a growing awareness of environmental issues and health concerns, particularly among younger demographics who champion sustainable living. Additionally, urbanization and busy lifestyles are prompting a preference for multi-functional cleaning products that save time and effort. Social media also plays a crucial role, as influencers promote brands that align with these values, further shaping consumer choices in the household cleaners market.

Trends in the market: In Indonesia, the Household Cleaners Market is experiencing a significant shift towards eco-friendly products, reflecting a broader trend of sustainability and health consciousness among consumers. As urbanization accelerates, busy lifestyles are driving demand for multi-functional cleaners that simplify household chores. Younger consumers, influenced by social media and environmental advocacy, are increasingly opting for brands that emphasize sustainable practices. This evolving landscape presents opportunities for industry stakeholders to innovate and align their offerings with consumer values, fostering brand loyalty and enhancing market competitiveness.

Local special circumstances: In Indonesia, the Household Cleaners Market is influenced by diverse cultural practices and local preferences that shape consumer behavior. The archipelago's tropical climate creates a heightened demand for products that combat humidity and mold, prompting innovation in formulations. Additionally, traditional cleaning methods and ingredients remain prevalent, leading brands to incorporate familiar local elements in their eco-friendly offerings. Regulatory support for sustainable practices is also emerging, encouraging manufacturers to adopt greener formulations. This unique blend of cultural and environmental factors drives market dynamics, fostering growth in eco-conscious cleaning solutions.

Underlying macroeconomic factors: The Household Cleaners Market in Indonesia is significantly influenced by macroeconomic factors such as national economic stability, consumer spending patterns, and inflation rates. As the economy grows, increased disposable income enables households to invest in higher-quality cleaning products. Moreover, global trends towards sustainability and eco-friendliness are mirrored in the local market, driving demand for greener formulations. Fiscal policies promoting green technologies and responsible manufacturing practices further enhance market dynamics. Additionally, fluctuations in raw material costs and supply chain disruptions can impact product pricing, shaping consumer choices and overall market performance.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.