Cosmetics And Toiletries in Indonesia
Euromonitor International's Cosmetics And Toiletries in Indonesia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 139 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Accelerating performance mostly driven by higher price increases
Cosmetics and toiletries in Indonesia continued to perform respectably in 2008, posting higher current value growth than that which was seen in 2007. This was mostly driven by increased unit prices for products, rather than by volume growth. Following the significant fuel price hikes, price increases are a common occurrence for most consumer goods, including cosmetics and toiletries products. Raw material prices increased and manufacturers passed the price increase on to consumers. With competition on the rise, manufacturers also introduced products with new formulations using more advanced technology and increased spending on advertising and promotion, all of which added to costs. A significant shift in purchasing behaviour was also observed, with a number of middle-income consumers trading up to masstige brands. All of these factors led to the stronger value growth in 2008.
Products launches and modern lifestyles expand consumer base
Products like baby care, deodorants, colour cosmetics, men’s grooming products, and fragrances all witnessed double-digit value growth in 2008, largely a result of new consumers starting to use the products. Expansion of the consumer base was in turn underpinned by the increasing availability of domestic and international brands and greater product availability at affordable prices. A flurry of new product launches was also accompanied by aggressive promotional efforts by manufacturers. In addition, the greater exposure to modern lifestyles with more beauty issues being covered in mass media led to a growing desire amongst consumers to look attractive and young, which further boosted volume sales.
Unilever retains its leadership through product innovation and promotions
Unilever Indonesia Tbk PT remained the undisputed leader in 2008, mainly driven by its heavy investments in new product developments and promotions. Throughout 2008, the company introduced new packaging and improved formulations for existing brands including Pond’s and Dove. It also launched new variants for brands such as Sunsilk, Vaseline, and Axe to cater to different consumer needs. In terms of promotions, the company frequently held below-the-line activities such as music concerts and beauty classes, all strongly supported by investments in mass media, especially television advertisements. Unilever's various efforts to increase overall value growth have paid off, as it has maintained clear leadership although its share has been gradually eroded by prominent multinationals, especially Procter & Gamble Home Products Indonesia PT and L'Oréal Indonesia PT.
Supermarkets/hypermarkets and independent small grocers stayed to lead
Supermarkets/hypermarkets and independent small grocers continued to account for the bulk of value sales of cosmetics and toiletries up to 2008. More supermarkets/hypermarkets outlets were opened in first- and second-tier cities and they offer a wide variety of products at convenient premises. Price discounts offered frequently for certain items in these outlets further attract consumers. Meanwhile, independent small grocers still played a major role in getting cosmetics and toiletries products to the consumers in Indonesia. Although they tend to have a very limited range of products, these traditional shops can be found everywhere in the country. Nonetheless, non-grocery retailers and the direct selling channel were gaining more prominence in 2008, especially due to the drive for masstige brands.
Healthy Growth Ahead for Cosmetics and Toiletries in Indonesia
Overall cosmetics and toiletries is expected to continue performing well throughout the forecast period. Basic necessity products including hair care, oral hygiene, skin care and bath and shower products will still dominate up to 2013, with more efforts expected from the manufacturers to induce higher frequency of usage of these essential products. Meanwhile, manufacturers of niche products such as deodorants, men’s grooming products and fragrances are likely to focus their efforts on expanding the consumer base by launching new variants to meet certain needs of consumers. Inevitable price increases due to higher production costs and the expected shift of a number of consumers from mass to masstige brands may further boost value growth in the forecast period.
Table of contents
COSMETICS AND TOILETRIES IN INDONESIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Accelerating performance mostly driven by higher price increases
Products launches and modern lifestyles expand consumer base
Unilever retains its leadership through product innovation and promotions
Supermarkets/hypermarkets and independent small grocers stayed to lead
Healthy Growth Ahead for Cosmetics and Toiletries in Indonesia
KEY TRENDS AND DEVELOPMENTS
Masstige brands increase in importance
Current Impact
Outlook
The rise of metrosexual male drives demand for men-specific products
Products with exotic fruit ingredients and fragrances are on the rise
Bright and shiny drive promotes growth of cosmetics and toiletries products
Multinationals maintain a strong foothold in the Indonesian market
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDONESIA
KINOCARE ERA KOSMETINDO PT - COSMETICS AND TOILETRIES - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kinocare Era Kosmetindo PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Kinocare Era Kosmetindo PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Kinocare Era Kosmetindo PT: Competitive Position 2008
MARTHA TILAAR GROUP - COSMETICS AND TOILETRIES - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Martha Tilaar Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Martha Tilaar Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Martha Tilaar Group: Competitive Position 2008
MUSTIKA RATU TBK PT - COSMETICS AND TOILETRIES - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mustika Ratu Tbk PT: Key Facts
Summary 9 Mustika Ratu Tbk PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Mustika Ratu Tbk PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Mustika Ratu Tbk PT: Competitive Position 2008
SAYAP MAS UTAMA PT - COSMETICS AND TOILETRIES - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Sayap Mas Utama PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Sayap Mas Utama PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Sayap Mas Utama PT: Competitive Position 2008
ULTRA PRIMA ABADI PT - COSMETICS AND TOILETRIES - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Ultra Prima Abadi PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Ultra Prima Abadi PT: Competitive Position 2008
BABY CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Deodorants by Subsector: Value 2003-2008
Table 35 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 36 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 37 Deodorants Company Shares by Retail Value 2004-2008
Table 38 Deodorants Brand Shares by Retail Value 2005-2008
Table 39 Deodorants Premium Brand Shares 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 53 Hair Care Premium Brand Shares 2005-2008
Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 64 Lip Products Brand Shares by Retail Value 2005-2008
Table 65 Nail Products Brand Shares by Retail Value 2005-2008
Table 66 Colour Cosmetics Premium Brand Shares 2005-2008
Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Electric Shavers by Volume 2004-2008
Table 71 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 72 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 73 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 74 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 75 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 76 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 77 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 78 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SUN CARE IN INDONESIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Sun Care by Subsector: Value 2003-2008
Table 116 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 117 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 118 Sun Care Company Shares by Retail Value 2004-2008
Table 119 Sun Care Brand Shares by Retail Value 2005-2008
Table 120 Sun Care Premium Brand Shares 2005-2008
Table 121 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 122 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 123 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013