Store Visit: Retail Supermarket Brand Comparison on Air Freshener, Deodorizer, and Insect repellent

background & purpose

The household products market sector in Asia unveils significant growth and transformation with revenues projected to reach US$68.79 billion by 2024 and is expected to grow at an annual growth rate of 11.09% from 2024 to 2029, resulting in a market volume of US$116.40 billion by the end of the forecast period. Moreover, the number of users in this market is forecasted to rise to 664.8 million by 2029. User penetration, which stood at 11.9% in 2024, is predicted to increase to 15.2% by 2029. Several factors driving this growth include the youthful population and rising incomes in developing Asia which have led to the rise in demand for mass market household goods. 

Despite this, an EY survey reports 89% of SEA consumers are concerned about the rising cost of living, impacting shopping decisions among consumers. This includes purchases of household essentials. Given the changing consumer behaviour, it is thus crucial for consumer products and retail (CPR) sectors to reassess their product, pricing, and marketing strategies to ensure they are optimised and effective. 

Therefore, to grasp the competitive landscape and consumer preferences in the dynamic retail market of the Asian region, specifically targeting India, Indonesia, Malaysia, Singapore, and Vietnam, we undertook a Store Visit research initiative for our client. This project focused on the air freshener, deodorizer, and insect repellent categories, comparing different brands and products across major supermarkets and drugstores in these locations.