New market study, "Dishwashing in Indonesia", has been published

Dishwashing maintained its stable growth in 2013. The gap between value and volume sales growth widened as the price increase contributed to growth in value sales. Dishwashing's growth rate remained strong, with total contribution from sales of hand dishwashing. Indonesia's trend in dishwashing remained traditional, which is by hand, often using sponges or a brush. Middle- to lower-income consumers continued to use cream detergents for dishwashing, as well as laundry care purposes. Despite the significant switch to dishwashing liquids due to rising disposable incomes and better efficacy for cleaning oily plates and cutlery amongst middle- to upper-income consumers, there were still a considerable number of households that continued to use cream detergents. Leading manufacturers invested heavily over the review period to support a switch to dishwashing liquids by offering smaller pack sizes to entice trial purchases and encourage homemakers to spread product knowledge to their peers.

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Competitive Landscape

Global company Unilever once again led dishwashing in 2013, dominating sales with it Sunlight brand, proving that it is still the number one choice for Indonesian consumers. The release of its Sunlight antibacterial product in 2013 shows another commitment from Unilever to satisfy its consumers' needs and so gaining their brand loyalty.

Industry Prospects

Dishwashing is predicted to record an 11% value CAGR in constant 2013 prices over the forecast period. The switch from cream detergents is expected to continue, in line with growing product awareness, the increased availability of smaller packaging and higher purchasing power. The peer-to-peer marketing model supported by leading manufacturer Unilever Indonesia is likely to accelerate this trend. However, some lower-income households may still be unable to make the switch due to weakening purchasing power. The climate will continue to have a major impact on harvests and income levels of the farming population in Indonesia, and global warming remains a threat.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashing industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Indonesia market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares

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