Changing Tides: The Transforming Consumer Sentiments in the Detergent Aisle

7 Nov 2023
Promotion Mechanics Trends in Health & Beauty: A Glimpse into the First Half of 2023

Laundry Capsule Promotions Surge in Malaysia, as Powder Detergent Promotions Decline

The Malaysian detergent market is currently experiencing a shift in promotional trends, as revealed by the latest data from MailerTrack. In the first nine months of 2023, laundry capsules emerged as the clear winner, with a significant increase of 72% in promotions. On the other hand, liquid detergent recorded a modest uptick of 15% during the same period. However, powder detergent seems to be losing ground, with promotions dropping by 11%. These changes in promotional strategies raise some interesting questions. What is driving the shift in supplier focus towards liquid detergents and laundry capsules? And most importantly, what could be the reason behind this transformation?

Comparative Analysis of Detergent Promotion TrendsSource: MailerTrack

Liquid Detergent: Top Choice for Machine Washing in 2023 & Powder Detergent's Appeal for the Savvy Shopper

The popularity of liquid detergent can be attributed to several factors, including its ease of dissolution, adaptability to various water temperatures, user-friendly nature, and exceptional stain-removing capabilities. In contrast, powder detergent continues to thrive among consumers who prefer handwashing due to its cost-effectiveness and budget-friendly nature.

Liquid DetergentSource: Hargapedia Market Pulse: Detergent 2023
Powder DetergentSource: Hargapedia Market Pulse: Detergent 2023

Embracing Convenience with Laundry Capsules

Laundry capsules offer convenience to consumers, eliminating the need for precise measurement, having a lightweight nature, and minimal mess. While they may be slightly more expensive per wash, their convenience resonates strongly with consumers. Interestingly, many users of detergent capsules combine them with other detergent types, showcasing their willingness to balance convenience with cost-effectiveness.

Laundry CapsulesSource: Hargapedia Market Pulse: Detergent 2023

Capitalizing on Market Opportunities

Suppliers and retailers in the detergent industry need to align with evolving consumer preferences to succeed in the competitive FMCG market. They can capitalize on the trends by promoting liquid detergent, highlighting its ease of use and exceptional stain-removing capabilities. For cost-effective handwashing, highlighting the affordability of powder detergent and offering competitive pricing and bundle deals is key. Recognising the demand for hassle-free laundry, promoting detergent capsules combined with liquid or powder options can cater to consumers seeking a seamless laundry experience.

By understanding consumer preferences and tailoring their strategies accordingly, suppliers and retailers can better serve the ever-changing needs of Malaysian consumers and secure their place in the fast-moving world of FMCG. Remember, understanding consumer preferences is the compass that guides successful promotions and product offerings.

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Mah Chien Wai
Marketing Analyst Executive, Intrack Market Services
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