상품DB/인도네시아 식기세제 및 세탁세제 시장동향(2014.8)

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제목	인도네시아 식기세제 및 세탁세제 시장동향(2014.8)
게시일	2016-03-03	국가	인도네시아	작성자	김주선(자카르타무역관)
품목	소매용 조제품
품목코드	340220
작성일자: 2014.8.15 작성자: 자카르타 무역관 Kim Eun Hee(ehkim@kotra.or.kr), Ruth Duhita(ruth@kotra.or.id) 1. Market Overview □ Dish Washing Soap for Household  ○ 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.  ○ In Indonesian market, the major brands for dishwashing detergent are Sunlight and Mama Lemon. Sunlight is the leader brand in the market. Sunlight is 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. Brand and Manufacturer of Dish Washing Soap in Indonesia  ○ Sunlight   - PT Unilever Indonesia Tbk. is a company engaged in manufacturing household products and personal products(home and personal care) that in general become the market leader of consumer goods in Indonesia.   - The product ranges covers:    · Home & Personal Care:    · Home & Personal Care products related to cleaning products used in household and cosmetic products consists of 23 brands including Axe, Citra(body lotion), Clear(Shampoo), Close-Up(tooth paste), Dove(bath soap and shampoo), Lifebuoy(bath soap), Lux(bath soap), Molto(fabric softener), Pepsodent(tooth paste), Pond's(face skin washer), Rexona(deodorant), Rinso(powder detergent), Sunlight(dish washing soap), Sunsilk(Shampoo), Vaseline(hand & body lotion), and others.    · Foods & Ice Cream    · Foods & Ice Cream products relating to food products and beverages, including ice cream which consists of 17 brands such as Bango(soy sauce), Blue Band(margarine), Buavita(beverage), Cornetto(ice cream), Magnum(ice cream), Royco(flavor), Sariwangi(packed tea), Wall's(ice cream), Vienetta(ice cream), and others.   - Sunlight is one of Unilever products categorized as dish washing soap, which already available in Indonesia for more than 25 years in the form of bar soap. In the 1980s, Sunlight was launched in a liquid form that makes it as the first liquid dishwashing products in Indonesia.   - Sunlight is available in modern and traditional stores with 3 variants such as limo orange, lemon and strawberry. To meet the preferences of different customers, Unilever also offers products sunlight in a bottle(250 ml and 800 ml) and rechargeable(90 ml, 200 ml, 400 ml and 800 ml). To maintain its existence in the market, Sunlight has variant types by presenting Sunlight Anti Bau(Anti-Deodor), Sunlight Turbo, Sunlight Active Gel, Sunlight Anti Bacteria, and Sunlight 100 Lime. Sunlight Dishwashing Soap  ○ Mama Lemon   - PT Lionindo Jaya established in 1981, is a joint venture between the Group Wings of Surabaya with Lion Corporation of Japan. Lion Corporation is a well-known manufacturer of consumer products in Japan, producing toothpaste, toothbrush, cosmetics, soap, shampoo, detergent, dishwasher detergent, cleaning tools household goods, food and medicine.   - In 2004 PT Lionindojaya renamed to PT Lion Wings, following the majority of shares of Wings Group. PT Lionindo Jaya manufactures and markets a variety of consumer products, such as toothpaste, toothbrushes, house cleaning products and so on. Wings have penetrated the export market to more than 55 countries around the world.   - PT Lion Wings occupies 12 hectare plot of land in Cakung, East Jakarta. In that area, there are three factories. In 2009, one unit of factory was built producing plastics(Blowing & Injection) to feed its factories producing plastic bottle and toothbrush handle.   - Product:    · Shampoo: Emeron, Zinc.    · Skin Care: Emeron, Lovely, Sidia, Lavenda.    · Oral Care: Ciptadent toothpaste, Ciptadent toothbrush, Zact smokers toothpaste.    · Home Care: Mama Lime dish soap, Mama Lemon dish soap.    · Kids category: Kodomo baby toothpaste, Kodomo baby toothbrush, Kodomo shampoo.    · Other: Lavenda Anti-mosquito lotion, Fresh & Fresh fragrance. Mama Lemon Dishwashing Soap  ○ Yuri Ligent   - PT Joenoes Ikamulya is a local company established on 22 December 1987. Its plant located in Pulogadung, East Jakarta. The company is a chemical company that produce various cleaning products and toiletris. The major brands very popular in Indonesian market such as Yuri Ligent dishwashing detergent, Dee-Dee hand soap, Dee-Dee children toiletris, and Porstex porcelain and ceramic cleaner.   - Range of products:    · Household cleaners:    · Baby Fabric Softener and Freshener, Bathroom Cleaner, Dishwashing Detergent, Disinfectant, Delicate Fabric Detergent and Softener, Fabric Whitener and Stain Remover, Fabric Softener and Freshener, Floor Cleaners, Glass Cleaner, Hand Sanitizer, Hand Soap, Foaming Handsoap, Ironing Starch, Kitchen Cleaner, Laundry Detergent, Multi Purpose Cleaner, Porcelain Cleaner, Toilet Bowl Cleaner, Wood Care.    · Children's toiletries:    · Talcum Powder, Shampoo, Bodywash, Toothpaste, Toothbrush, Facial Wash, Shower Cream, Mosquito Repellent, Shampoo for long hair    · Adult's toiletries:    · Shower cream, facial wash, and toothbrush    · Baby's toiletries: bodywash & shampoo, lotion, oil, talcum powder, and diaper cream. Yuri Ligent Dishwashing Soap  ○ Pizzi   - PT Mikie Oleo Nabati Industri core business is the refining of Crude Palm Oil for Cooking Oil and other specialty products such as Margarine, Shortening, and Frying Fat. The company was established in June 2001. It started with the refining Crude Palm Oil into downstream products RBD Olein, RBD Palm Oil, RBD Stearine, and Palm Fatty Acid Distillate. However since then the Company has focused on the development of specialty products and is now a major supplier of branded cooking oil, margarine, baking fat and palm wax.   - The company has a CPO refining capacity of 1,000 metric tonnes per day and a margarine plant capacity of 300 metric tonnes per day. This is supported by a storage tank capacity of 55,000 metric tonnes all on a site of 14 hectares. This area allows for future expansion as PT Mikie Oleo Nabati Industri continues its drive to become a fully integrated palm oil business. Pizzi Dishwashing Soap Brand and Price of Dish Washing Soap in Indonesia      Source: Carrefour Hypermarket, Hypermart Hypermarket, Suka Mart Online Groceries □ Laundry Detergent  ○ Demand for laundry detergent in the country grows with the growing populations. The country's production capacity for detergent, therefore, has expanded especially with the growing number of players in the industry in Indonesia.  ○ The major big players in detergent industry in Indonesia are PT Unilever Tbk, PT Wings, PT Kao Indonesia, PT Sinar Antjol, and PT Total Chemindo Loka(Total).  ○ Producers categorized as big players are those having production capacity of more than 2,000 tons per month or 24,000 tons a year and already have distributors among big and small retailers. While medium and small players are generally producers with marketing coverage limited to certain areas.  ○ Wings Group dominated the national market detergent(including the detergent powder and cream) with a share of 62.6% in 2011. National detergent market grew 6% to Rp 9.54 trillion in 2011, compared to 2010's Rp 9 trillion.  ○ Unilever Indonesia controlled 33% of national detergent market. While other manufacturers, such as Kao Indonesia with brands and Dino Attack, and PT Sinar Antjol with brand B-29 controlled 4.4% detergent market in Indonesia.  ○ Imports are small and hardly pose a threat to the domestic industry. Imports are insignificant compared to the domestic production. Meanwhile exports are only 1% of the country's total production of detergent due to the country's detergent industry is oriented more too domestic market.  ○ Sharp competition in export market and strong foothold on the domestic market are the reasons for the producers to remain oriented to domestic market. The players began business in this industry as small traditional enterprises before they grew with experience to become modern companies.  ○ Some producers, however, have been aggressive in expanding market abroad such as Sinar Antjol and Wings with exports to African countries. Meanwhile, Sinar Antjol built its first factory abroad in 1994. The company built its factory in the Light Industrial Area of Ghana. The factory produces detergent and soap. In 2002, the company opened its second factory abroad in Ethiopia, producing soap and detergent.  ○ Competition among the producers in the country is sharp. The producers are seeking to grab a larger share of the market by adopting strategies --cheaper prices, more attractive appearance of packaging in addition to maintaining good quality.  ○ Competition in the market of detergent is sharp marked with producers began to undercut each other in prices. Producers have to continue to think of ways to survive amid the sharp competition. Some producers seek to differentiate products to attract buyers and win the competition.  ○ In the beginning the detergent production was dominated by cream and bars when the technology was not yet as advanced as at present. Later, however, powder detergent took the domination started by Unilever with the brand of Rinso in the 1970s; Rinso was very popular that all detergent products including those of other brands were identified as Rinso. At that time Unilever dominated the market of powder detergent.  ○ Bar detergent and cream detergent, however, remained popular until the end of 1980s. By the end of the 1980s, the popularity of powder detergent increased. Other detergent producers also have produced powder detergent.  ○ In 1990, the Wings Group began to produce powder detergent with the brand of So Klin that grew to become a powerful rival of Rinso in the market. Kao Indonesia also came up with a product of powder detergent, Attack, aimed at premium segment of the market.  ○ The regional monetary crisis in 1998 rendered a big blow to the market. The purchasing power of the people was weakened resulting in falling demand including for detergent. Producers were forced to come up with new products which were lower in prices. Wings launched such products with the brand of Daia, followed by Unilever with its Surf. Both Daia and Surf are cheaper in price.  ○ Other producers also were forced to follow such as Sinar Antjol which came up with a new detergent product, WOW, which is a variant of its B-29. Total Chemindo Loka which already long focused on lower segment of the market launched new product of powder detergent, Total Harum.  ○ The types of products are growing in variety with the growing number of producers as they are continuing to seek an effective strategy to win the market. After all were busy in the production of powder detergent some producers want to appear differently to win the market. They began to produce liquid detergent, which is also enthusiastically welcome by the market. Powder detergent, however, is expected to remain the most popular.  ○ Aggressively and intensiveness of marketing and promotion including advertisements will determine success in marketing of detergent in Indonesia. Some producers claimed their products have certain ingredients that make their products more effective and softer. Packaging is also a factor to attract consumers. In the beginning producers packed their detergent generally in 1,000 gram sachet, but later they also produce in larger sachets.  ○ PT Kao Indonesia hoped to gain from niche market by producing detergent especially for batik textile. Unilever followed by producing detergents specially for used by washing machines. Unilever even more serious in seeking to boost sales in niche market producing detergent specially for used in washing machines. It has introduced two types of such detergent for use in washing machine with upper shutters and side shutters. The detergent products are different in specialty for each type of washing machines Electrolux, Toshiba, Panasonic, Samsung, Sanyo and Sharp.  ○ Advertisements are especially determinant in the success of marketing for consumer goods especially those that could not last long. Advertisements are used also to introduce new products. The strategy in advertising for new products is below the line to be followed with above the line advertisements.  ○ Promotion is launched in a number of strategies such as by offering prizes. The prizes are generally crockery such as plates or glasses needed by households. Wings are known to always offer prizes to attract buyers for its new products.  ○ In urban areas business in laundry service has expanded that requires supply of detergent than a laundry shop needs much larger supply of detergent than a household. Laundry shop, therefore, could buy detergent in bulk in larger quantity in cheaper price per kg.  ○ Products with brands will not be used by laundry shop as the cost would be higher. Producers have also competed to win the market of detergent in bulk  ○ The detergent industry has grown even before the country gained independence. Until now local products are quite competitive facing imported products.  ○ The local producers have succeeded in keeping the loyalty of their consumers. The market is expanding especially with the growing population. The market is estimated to grow 6%-7% a year. The market demand is forecast to grow also with the improvement of the economy and purchasing power of the consumers in general.  ○ Meanwhile, producers are seeking to strengthen integration of their operations from the upstream to downstream sectors to improve efficiency and strengthen competitiveness. Brand and Price of Laundry Detergent in Indonesia       Source: Carrefour Hypermarket 2. Import and Export Trend  ○ Import of detergent in Indonesia is not ready big compared to the local production. According to Indonesian Statistic Agency(BPS), the imports of detergent total valued at US$ 28,343,249 in 2013. It has increased 31.07% compared to the imports in 2012.  ○ Export of Indonesia for detergent reached US$ 143,721,522 in 2013. The exports increased 11.66% from 2012 that reached US$ 128,715,224. Source: Indonesian Statistic Agency(BPS)  ○ The most import origin countries are Singapore(24.8%) and China(12.9%). Meanwhile the import from South Korea only reached 0.7%. Major export destination countries are Malaysia(22%) and Australia(14%).