How End-User Markets are Driving the Demand for Oleochemicals in Asia
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This document discusses how end-user markets are driving demand for oleochemicals in Asia. It provides an overview of trends in the home care industry in Asia Pacific, focusing on key consumer demands around technology, time, space, health and wellness, and happiness. It then analyzes the dishwashing market and products, finding the market is growing and products are evolving to meet consumer needs. It concludes the Asia Pacific home care market is large and growing, and products are adapting to meet the diverse demands of consumers in areas like technology, convenience and sustainability.
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How End-User Markets are Driving the Demand for Oleochemicals in Asia
- 1. HOW END-USER MARKETS ARE DRIVING THE DEMAND FOR OLEOCHEMICALS IN ASIA WEITING CHUANG FEBRUARY 2015
- 2. © Euromonitor International / Sources from Euromonitor International 2 A leading resource for global market insight and business intelligence Consumer-focused: industries, countries, consumers Annually-updated syndicated research in 80 countries Customized ad-hoc projects conducted globally in virtually every market Euromonitor International ABOUT EUROMONITOR INTERNATIONAL
- 3. © Euromonitor International / Sources from Euromonitor International 3ABOUT EUROMONITOR INTERNATIONAL
- 4. INDUSTRY OVERVIEW TRENDS AND CONSUMER DEMAND DISHWASHING STUDY CONCLUSION
- 5. © Euromonitor International / Sources from Euromonitor International 5GLOBAL OVERVIEW US$45 of total home care retail sales globally in 2014 billion 7% value growth in 2014 in Asia Pacific represented by Asia Pacific in 2014 26%
- 6. © Euromonitor International / Sources from Euromonitor International 6ASIA PACIFIC HOME CARE PRODUCTS CONSUMPTION PER HOUSEHOLD 75% 11% 5% Laundry Care Dishwashing Surface Care 9% Others(Toilet Care, Polishes…etc.) 16.6 kg Household Consumption Per Year
- 7. © Euromonitor International / Sources from Euromonitor International 7 Malaysia Laundry Care FOCUS COUNTRIES BREAKDOWN 26,035 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hand Wash Detergents Auto Powder Detergents Auto Liquid Detergents Fine Fabric Detergents
- 8. © Euromonitor International / Sources from Euromonitor International 8 China Laundry Care FOCUS COUNTRIES BREAKDOWN 13,800 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hand Wash Detergents Auto Powder Detergents Auto Liquid Detergents Fine Fabric Detergents
- 9. © Euromonitor International / Sources from Euromonitor International 9 Philippines Laundry Care FOCUS COUNTRIES BREAKDOWN 9,751 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hand Wash Detergents Auto Powder Detergents Auto Liquid Detergents Fine Fabric Detergents
- 10. © Euromonitor International / Sources from Euromonitor International 10 Indonesia Laundry Care FOCUS COUNTRIES BREAKDOWN 8,341 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hand Wash Detergents Auto Powder Detergents Auto Liquid Detergents Fine Fabric Detergents
- 11. © Euromonitor International / Sources from Euromonitor International 11 India Laundry Care FOCUS COUNTRIES BREAKDOWN 6,371 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hand Wash Detergents Auto Powder Detergents Auto Liquid Detergents Fine Fabric Detergents
- 12. INDUSTRY OVERVIEW TRENDS AND CONSUMER DEMAND DISHWASHING STUDY CONCLUSION
- 13. © Euromonitor International / Sources from Euromonitor International 13 Technology Consumer Demand • Growing disposable income • Rising penetration rate of washing machines
- 14. © Euromonitor International / Sources from Euromonitor International 14TRENDS AND CONSUMER DEMAND - TECHNOLOGY
- 15. © Euromonitor International / Sources from Euromonitor International 15TRENDS AND CONSUMER DEMAND - TECHNOLOGY
- 16. © Euromonitor International / Sources from Euromonitor International 16 0 10 20 30 40 50 60 70 80 90 100 Malaysia China Philippines Indonesia India Washing Machine Penetration Rate TRENDS AND CONSUMER DEMAND - TECHNOLOGY%ofHouseholds Powder- US$1.9/kg Hand- US$0.9/litre Liquid- US$3.6/litre
- 17. © Euromonitor International / Sources from Euromonitor International 17 Laundry Products Development TRENDS AND CONSUMER DEMAND - TECHNOLOGY Bar Bleach Hand Hybrid Hand Softeners Auto Powder Auto Liquid Stain Removers Auto Con. Powders Con. Liquids Tablets Fine Fabric Modern Low Disposable Income High
- 18. © Euromonitor International / Sources from Euromonitor International 18 Time Consumer Demand • More business activities in big cities • Longer working hours
- 19. © Euromonitor International / Sources from Euromonitor International 19 33 34 39 44 Australasia North America Europe Asia TRENDS AND CONSUMER DEMAND - TIME Average Weekly Working Hours in 2013
- 20. © Euromonitor International / Sources from Euromonitor International 20 Laundrettes TRENDS AND CONSUMER DEMAND - TIME Indonesia and Thailand http://www.xn--12cmk9cuejk8azk7c.com/NP-1667- %E0%B8%A3%E0%B9%89%E0%B8%B2%E0%B8%99%E0% B9%83%E0%B8%99%E0%B9%80%E0%B8%84%E0%B8%A 3%E0%B8%B7%E0%B8%AD_mr.clean.html
- 21. © Euromonitor International / Sources from Euromonitor International 21 Product Example TRENDS AND CONSUMER DEMAND - TIME Pao Winwash Night wash detergent Formula for drying without sun Comfort One rinse fabric softener Save 2/3 of time and water http://www.lion.co.th/pdetail.p hp?cat=1&brand=20&group= 42&pitem=121 http://www.comfort.com.vn/san- pham/comfort-dam-dac-mot-lan-xa
- 22. © Euromonitor International / Sources from Euromonitor International 22 Consumer Demands CONSUMER DEMANDS - SPACE Space Consumer Demand • Highest population density in the world • Highest price per land in the world
- 23. © Euromonitor International / Sources from Euromonitor International 23TRENDS AND CONSUMER DEMAND - SPACE 0 100 200 300 400 2008 2009 2010 2011 2012 2013 Asia Pacific Western Europe World Middle East and Africa Latin America North America Eastern Europe Australasia Average Space Per Capita Sq km
- 24. © Euromonitor International / Sources from Euromonitor International 24 Coin Laundry TRENDS AND CONSUMER DEMAND - SPACE China, Malaysia and Thailand
- 25. © Euromonitor International / Sources from Euromonitor International 25 Product Example TRENDS AND CONSUMER DEMAND - SPACE Samsung Washing machine with built in sink Hitachi Washer-Dryer all in one http://kadenfan.hitachi.co.jp/wa sh/lineup/bd/ https://www.youtube.com/watch?v=DSfotHHcmoI
- 26. © Euromonitor International / Sources from Euromonitor International 26 Product Example TRENDS AND CONSUMER DEMAND - SPACE Nanox 5 times concentrated detergent 500g small packaging Livincare Laundry sheet 1/12 of usual space http://24h.pchome.com.tw/prod/DAAK16- A9005DVHG?q=/S/DAAK16 http://www.lion.co.jp/en/products/html/pro _c036.htm
- 27. © Euromonitor International / Sources from Euromonitor International 27 Consumer Demands CONSUMER DEMANDS - SPACE Health & Wellness Consumer Demand • Longest life expectancy • Lowest birth rate
- 28. © Euromonitor International / Sources from Euromonitor International 28 1% 10% 7% 13% 3% 66% Australasia Eastern Europe North America Western Europe Latin America Asia Pacific TRENDS AND CONSUMER DEMAND – HEALTH AND WELLNESS Daily Water Pollutant Emissions Organic Water Pollutant Emissions
- 29. © Euromonitor International / Sources from Euromonitor International 29 Product Example TRENDS AND CONSUMER DEMAND – HEALTH AND WELLNESS Scotch-Brite 80% nature ingredients detergent 97% Biodegradable surfactants Yak-Cho Eco friendly hand dishwashing Apply on both dish & vegetable http://www.buykorea.org/product- details/eco-friendly-dishwashing- detergent--3018612.html http://solutions.3m.com.tw/wps/portal/3M/z h_TW/twScotchBrite/home/intro/nature/
- 30. © Euromonitor International / Sources from Euromonitor International 30 Happiness Consumer Demand • More delicate clothing requiring specific care • Yearning for intangible benefits with premium packaging
- 31. © Euromonitor International / Sources from Euromonitor International 31 Self-Treatments for Happiness TRENDS AND CONSUMER DEMAND - HAPPINESS Men Women 83%
- 32. © Euromonitor International / Sources from Euromonitor International 32 Product Example TRENDS AND CONSUMER DEMAND - HAPPINESS Mukunghwa Designed for underwear wash Mild to hand skin Fa Fa Fine Fragrance Fragrant fabric softener Gender-targeted flavours http://www.mkh.co.kr/brand/product/pr oduct_view.php?seq=50&cate1=0300 &cate2= http://www.fafa- online.jp/shopdetail/005003000019/
- 33. © Euromonitor International / Sources from Euromonitor International 33 2% 4% 4% 5% 50% 37% 38% 61% 47% 47% 55% 33% 1% 12% 4% 0% Singapore Taiwan South Korea Japan Fine Fabric Detergents Auto Liquid Detergents Auto Powder Detergents Hand Wash Detergents Developed Countries in Asia - Laundry Care TRENDS AND CONSUMER DEMAND - HAPPINESS
- 34. © Euromonitor International / Sources from Euromonitor International 34 0 50 100 150 200 250 Japan South Korea Taiwan Singapore Fine Fabric Detergent Market Size For Developed Countries TRENDS AND CONSUMER DEMAND - HAPPINESSUS$-Million
- 35. INDUSTRY OVERVIEW TRENDS AND CONSUMERS DEMANDS DISHWASHING STUDY CONCLUSION
- 36. © Euromonitor International / Sources from Euromonitor International 36 Dishwashing Market Size DISHWASHING STUDY - 500 1,000 1,500 2,000 Singapore Hong Kong, China Malaysia Indonesia Vietnam Taiwan Thailand Philippines South Korea India Japan China 2013 Dishwashing Market Size in Value US$-Million
- 37. © Euromonitor International / Sources from Euromonitor International 37 Dishwashing – Forecast CAGR% DISHWASHING STUDY -2 0 2 4 6 8 10 12 Taiwan Hong Kong, China Singapore Japan South Korea Malaysia Thailand India Vietnam China Philippines Indonesia 2013-2018 Forecast CAGR %- Value Terms %
- 38. © Euromonitor International / Sources from Euromonitor International 38 Global Dishwashing - Tipping Point DISHWASHING STUDY 0 2000 4000 6000 8000 10000 12000 14000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 US$Billion Developed Emerging 2019
- 39. © Euromonitor International / Sources from Euromonitor International 39DISHWASHING STUDY Dishwashing Machine Penetration Rate 0 1 2 3 4 5 6 7 8 China India Indonesia Malaysia Philippines %ofHouseholds
- 40. © Euromonitor International / Sources from Euromonitor International 40 Dishwashing Products Evolvement DISHWASHING STUDY Low Disposable Income High http://www.colgate.com.m y/app/Colgate/MY/Househ oldCare/ProductRecomm ender/DishWashingPaste/ Webpages/Axion.cvsp http://www.palmolive .com/products/dish- washing- liquid/original
- 41. INDUSTRY OVERVIEW TRENDS AND CONSUMERS DEMANDS DISHWASHING STUDY CONCLUSION
- 42. © Euromonitor International / Sources from Euromonitor International 42 Asia Pacific Home Care Product Market Size CONCLUSION 0 10,000 20,000 30,000 40,000 50,000 60,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 US$Million Home Care Laundry Care Dishwashing
- 43. © Euromonitor International / Sources from Euromonitor International 43CONCLUSION Technology Time Space Health & Wellness Happiness
- 44. © Euromonitor International / Sources from Euromonitor International 44 Product Example CONCLUSION Pao Winwash Night wash detergent Formula for drying without sun Heyaboshi Top Hang-to-dry indoors Prevents odors from damp laundry http://www.lion.co.th/pdetail.p hp?cat=1&brand=20&group= 42&pitem=121 https://www.lion.co.jp/en/products/html/pro _c002.htm
- 45. THANK YOU FOR LISTENING Weiting Chuang Research Analyst weiting.chuang@euromonitor.com.sg +65 6429 0590 ext: 6751