Indonesian Consumers Increasingly Aware of Chemical Residues in Household Products

Indonesian consumers are increasingly prioritizing safety and natural ingredients when selecting household products, with a notable rise in awareness about chemical residues in everyday items like dish soap. This shift in consumer demand is driving manufacturers to innovate and offer alternatives that are both effective and gentle.

Reflecting this trend, a campaign titled "Piring Bersih Alami, Bukan Kimiawi" (Clean Plates Naturally, Not Chemically) was held at the Jakarta Fair Kemayoran 2026. The initiative sought to educate the public on making informed choices about the cleaning agents they use for dishes and cooking utensils.

Bondan Abdul Malik, Senior Brand Manager at Mayora Home Care, observed that Indonesian families are increasingly complaining about skin irritation from daily exposure to chemical-laden dish soaps. Consumers are also concerned about lingering odors after rinsing. This indicates a growing demand for products that not only clean well but also ensure safety and comfort during use.

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We see more and more Indonesian families complaining about skin irritation due to daily exposure to chemical substances in dish soap, as well as soap odors that still linger after dishes are rinsed.

In response, manufacturers are introducing plant-based innovations designed to tackle grease and fishy odors without leaving harmful chemical residues. Nikita Willy, a celebrity and mother, shared her experience, emphasizing that parents are now more attentive to the products used for their children's and families' belongings. She stated that a good product provides peace of mind alongside effective cleaning.

Experts note that this heightened focus on ingredients and product safety aligns with a broader trend towards healthy lifestyles in urban areas. Consumers are now considering the health and environmental impacts of their purchases, moving beyond just price and functionality. The educational activities at JFK 2026 aim to further empower consumers to choose household products that support long-term health and quality of life.

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The product is good not only for being able to clean maximally, but also makes me feel calm when used to wash the family's eating utensils.