馬來西亞的家庭護理市場

根據現值計算，預計 2024 年馬來西亞家庭護理市場的成長速度將比過去兩年相對較慢。根據馬來西亞統計局的數據，通貨膨脹率在 2024 年 11 月降至 1.8%，低於 2022 年和 2023 年，但對於低收入家庭來說仍然是一個挑戰。這些消費者面臨巨大的通膨壓力，尤其是食品成本的上漲速度快於整體消費者物價指數（CPI）。零售商面臨的成長率高於整體消費者物價指數（CPI）的增幅。

本報告研究了馬來西亞家庭護理市場，確定了主要企業和主要品牌，並對影響市場的主要因素進行了策略分析，包括新產品開發、包裝創新、經濟/生活方式的影響、分銷和定價問題。它還提供截至 2029 年的預測。

目錄

目錄及表格

執行摘要

市場指標

市場資料

免責聲明

資訊來源

馬來西亞衣物洗護

關鍵資料發現

2024 年的發展

• 由於多功能、節省成本的產品的推出，衣物洗護正在經歷積極的成長。
• 小蘇打成為清潔劑中關鍵的天然成分
• 前置式洗衣機在都市區消費者中越來越受歡迎，推動了對低泡配方的需求

前景與機遇

• 衣物洗護變得越來越碎片化
• BioHome 推出生態補充站，洗衣片為消費者提供永續替代品
• 線下零售商占主導地位，但隨著訂閱模式的盛行，電子商務將繼續成長

類別指標

分類資料

馬來西亞洗碗機

關鍵資料發現

2024 年的發展

• 消費者生活方式改變導致成長放緩
• 家庭烹飪文化在家庭和農村地區依然盛行，從而推動了對洗碗機的需求。
• Cozy 的 DIY 手動洗碗套件為您帶來您期待已久的實惠價格

前景與機遇

• 能源成本擔憂導致洗碗機市場成長放緩
• 食品宅配服務影響洗碗需求
• 雖然實體店繼續發揮重要作用，但電子商務銷售額仍在繼續成長

類別指標

分類資料

馬來西亞外觀保養

關鍵資料發現

2024 年的發展

• 生活成本上升推動多功能產品成長
• 補給站吸引環保意識的消費者
• 消費者對衛生的關注度不斷提高，推動了對抗菌和消毒外觀保養產品的需求。

前景與機遇

• 手持吸塵器、機器人吸塵器和電動拖把對標準地板清潔劑構成了真正的威脅
• Senyumm 推出訂閱式環保地板清潔劑濕紙巾，實現便利、永續的清潔
• 家庭護理產品網路購物持續成長，實體店仍占主導地位

分類資料

馬來西亞漂白劑

關鍵資料發現

2024 年的發展

• 漂白劑由於其多功能性和價格便宜而一直很受歡迎。
• 日益成長的健康和環境問題將對銷售產生負面影響
• 家用消毒水是比漂白水更安全、更方便的替代品

前景與機遇

• 漂白劑在價格敏感、品牌忠誠度較低的消費者中仍然很受歡迎
• 對永續產品的需求不斷成長，損害了銷售
• 實體店仍然很重要，但電子商務銷售額持續成長

分類資料

馬來西亞廁所清潔

關鍵資料發現

2024 年的發展

• 隨著衛生意識的增強，廁所清潔穩步成長
• 評估儲罐設備的全天候清潔功能
• 忙碌的生活方式推動對多功能清潔劑的需求

前景與機遇

• 對永續廁所清潔解決方案的需求不斷增加
• 清潔業務中對消毒劑的需求增加
• 實體店將佔據最大佔有率，但電子商務銷售將繼續成長

分類資料

馬來西亞磨料磨俱

關鍵資料發現

2024 年的發展

• 生活方式的改變減少了需求
• 知名品牌主導銷售
• 線下購物占主導地位，但電子商務持續成長

前景與機遇

• 競爭加劇，穩定成長
• 便利趨勢削弱了對家具和金屬拋光劑的需求
• 電子商務繼續蓬勃發展，但實體店仍佔據主導地位

分類資料

馬來西亞空氣清淨

關鍵資料發現

2024 年的發展

• 空氣品質護理需求持續成長，天然產品越來越受歡迎
• 汽車保有量高推動汽車空氣清新劑需求
• 電子商務正在興起

前景與機遇

• 多功能空氣清新劑的需求日益增加
• 蠟燭清新劑和擴香瓶將香味與美感融為一體
• 富裕消費者轉向使用精油擴散器

分類資料

馬來西亞家用殺蟲劑

關鍵資料發現

2024 年的發展

• 隨著登革熱病例激增，家用殺蟲劑也隨之增加
• 使用天然植物來源成分的殺蟲劑的需求不斷增加
• 噴霧和氣霧殺蟲劑仍然很受歡迎，但盤蚊香能滿足農村的需求。

前景與機遇

• 傳統家用殺蟲劑危害較小的替代品的廣泛使用限制了其成長
• 富裕消費者轉向使用精油擴散器
• 儘管電子商務興起，實體店仍發揮重要作用

分類資料

The home care market in Malaysia saw relatively modest growth in current value terms in 2024 compared to the previous two years. According to the Department of Statistics Malaysia, inflation eased to 1.8% in November 2024, which, while lower than in 2022 and 2023, still presented challenges for low-income households. These consumers faced significant price pressures, especially from food costs, which grew at a faster rate than the overall Consumer Price Index (CPI). Retailers, grappling with hig...

Euromonitor International's Home Care in Malaysia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Laundry care sees positive growth, driven by introduction of multifunctional and cost-saving products
• Baking soda emerges as key natural ingredient in laundry detergents
• Growing popularity of front-loading washing machines among urban consumers drives demand for low-suds formulations

PROSPECTS AND OPPORTUNITIES

• Laundry care will see increasing segmentation
• Bio-Home unveils ECO refill stations, while its laundry sheets offer consumers a sustainable alternative
• Offline retailers dominate, but e-commerce is set to continue to rise, as subscription-based models gain traction

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slower growth amid changing consumer lifestyles
• At-home cooking culture remains strong among families and in rural areas, boosting dishwashing product demand
• Hand dishwashing DIY kit by Cozy offers much-needed affordability

PROSPECTS AND OPPORTUNITIES

• Dishwashing market to experience slow growth amid energy cost concerns
• Food delivery services will impact dishwashing demand
• E-commerce sales to continue to grow while physical stores retain key role

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Multifunctional products fuel growth, given high cost of living
• Refill stations appeal to environmentally-conscious consumers
• Rising demand for antibacterial and disinfecting surface care products, fuelled by consumers' growing hygiene concerns

PROSPECTS AND OPPORTUNITIES

• Stick and robotic vacuum cleaners and electric mops pose viable threat to standard floor cleaners
• Senyumm launches subscription-based eco-friendly floor detergent sheets for convenient, sustainable cleaning
• Online shopping for home care products will continue to rise, with physical stores remaining dominant

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Bleach retains its popularity, thanks to its versatility and affordability
• Rising health and environmental concerns have negative impact on sales
• Home care disinfectants offer a safer and more convenient alternative to bleach

PROSPECTS AND OPPORTUNITIES

• Bleach will remain popular amongst price-sensitive consumers, who will show little brand loyalty
• Growing demand for more sustainable products will undermine sales
• E-commerce sales will continue to rise, although physical stores will remain important

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady growth for toilet care, fuelled by increasing hygiene concerns
• In-cistern devices are valued for round-the-clock cleaning function
• Growing demand for multipurpose cleaners amid busy lifestyles

PROSPECTS AND OPPORTUNITIES

• Increasing demand for sustainable toilet care solutions
• Rising demand for disinfectants in cleaning routines
• E-commerce sales will continue to rise, although physical stores will retain largest share of the pie

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lifestyle changes dampen demand
• Established brands dominate sales
• Offline shopping dominates, but e-commerce continues to rise

PROSPECTS AND OPPORTUNITIES

• Steady growth amid rising competition
• Convenience trend will hamper demand for furniture and metal polishes
• E-commerce will continue to gain traction, but physical stores will retain dominance

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Demand for air care continues to grow, with natural offerings gaining traction
• High levels of car ownership drive demand for car air fresheners
• E-commerce is on the rise

PROSPECTS AND OPPORTUNITIES

• Rising demand for multifunctional air fresheners
• Candle air fresheners and reed diffusers offer a blend of fragrance and aesthetics
• Affluent consumers turn to essential oil diffusers

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth in home insecticides alongside spike in number of dengue cases
• Heightened demand for insecticides with natural plant-based ingredients
• Spray and aerosol insecticides retain their popularity, while coils cater to rural needs

PROSPECTS AND OPPORTUNITIES

• Widening availability of less harmful alternatives to traditional home insecticides will restrict growth
• Affluent consumers turn to essential oil diffusers
• Physical stores retain key role, despite rise of e-commerce

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029