Beauty and Personal Care in Indonesia
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Indonesia
Early marriages during the pandemic pave the way for the positive performance of baby and child-specific products at the end of the review period
Organic and natural-based ingredients and products are increasingly garnering attention as safer choices
Healthy outlook for baby and child-specific products
Generation Y (millennials) and Generation Z are the two biggest potential target audiences for baby and child-specific products
Educating the population is crucial
Table 10 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Indonesia
Less intensive use of hand sanitisers in 2022
Price hikes and inflation cause consumers to switch to cheaper alternatives
Players look to e-commerce platforms to reach more consumers
Aggressive marketing to play an increasingly influential role in bath and shower
Bar soap and body wash/shower gel are the key performers in the category
Lifebuoy and Johnson’s Baby show the importance of positive brand exposure and image
Table 20 Sales of Bath and Shower by Category: Value 2017-2022
Table 21 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 23 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 24 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 26 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Indonesia
Return to work, social and travel norms triggers healthy sales growth for colour cosmetics in Indonesia
Make-up products and the rise of cheaper options provide key trends in colour cosmetics
Social media continues to gain currency in players’ strategies
Healthy outlook for colour cosmetics in the forecast period
Sustainability to continue to grow in importance and scope in colour cosmetics
Millennials and Generation Z offer strong growth potential for colour cosmetics
Table 29 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 33 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 34 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 35 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 36 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 38 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 39 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Indonesia
The category performance is in line with the intensity of the population’s activities
New variants and formats to address concerns over regular deodorants
Wide product and distribution coverage and high consumer trust support Rexona’s leadership
Healthy outlook as consumers lead active lifestyles and awareness of personal care rises
Rising demand for natural ingredients and safer options
The cream and wipes formats are set to continue to emerge
Table 40 Sales of Deodorants by Category: Value 2017-2022
Table 41 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 42 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 43 NBO Company Shares of Deodorants: % Value 2018-2022
Table 44 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 45 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 46 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 47 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 48 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Indonesia
Fragrances in Indonesia
Fragrances starts to regain momentum
E-commerce boosts the emergence of local fragrances
Premium fragrances show resilience due to a loyal high-income consumer base, but alternatives lure lower-income consumers
Local fragrances to gain traction, but international brands continue to appeal to higher-end consumers
Consumers show a more sophisticated appreciation of fragrances
Consumer behaviour offers growth opportunities for local brands
Table 49 Sales of Fragrances by Category: Value 2017-2022
Table 50 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Fragrances: % Value 2018-2022
Table 52 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 53 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 54 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 55 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 56 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Indonesia
New variants, new functions and the return to pre-pandemic lifestyles provide positive sales drivers for hair care at the end of the review period
Consumers look for hair care products for specific needs
E-commerce leverages price advantages to gain traction
Standard shampoos to drive the performance of hair care
Players enhance shampoo formulae to cater to hijab users
Kérastase officially enters e-commerce in Indonesia
Table 57 Sales of Hair Care by Category: Value 2017-2022
Table 58 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 59 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 60 NBO Company Shares of Hair Care: % Value 2018-2022
Table 61 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 62 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 63 LBN Brand Shares of Colourants: % Value 2019-2022
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 65 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 66 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 67 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 68 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 69 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Indonesia
Rising awareness of men’s grooming and related products underpins strong performance
Popular men’s grooming products are often problem-orientated
International players continue to lead, but come under growing pressure from small and local brands
Men’s grooming is a category with strong growth potential in Indonesia
E-commerce platforms to continue to widen the reach and promote men’s grooming products
Halal men’s skin care products emerge
Table 70 Sales of Men’s Grooming by Category: Value 2017-2022
Table 71 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 73 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 74 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 75 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 76 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 77 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 78 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Indonesia
Healthy growth with specific variants perform well
Problems with cavities shape product trends
Toothbrushes and toothpaste remain core components of oral care regimens
Healthy outlook for oral care as consumers move towards health prevention to maintain wellbeing and save money
EC-Dent, the first toothpaste based on water hyacinth
K-Oral Care provides the latest innovation
Table 79 Sales of Oral Care by Category: Value 2017-2022
Table 80 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 81 Sales of Toothbrushes by Category: Value 2017-2022
Table 82 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 84 NBO Company Shares of Oral Care: % Value 2018-2022
Table 85 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 86 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 87 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 88 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 89 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 91 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Indonesia
Younger generations play a major role in the healthy performance of skin care
Products with active ingredients are the stars of the category
Local brands on a roll due to social media and new product development
Facial care set to continue to drive category performance
Products with hydration, brightening/whitening, skin tone and antibacterial properties offer strong growth opportunities
Shift towards simplicity and “less is better” skin care routines
Table 92 Sales of Skin Care by Category: Value 2017-2022
Table 93 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 94 NBO Company Shares of Skin Care: % Value 2018-2022
Table 95 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 96 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 97 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 98 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 99 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 100 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 101 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 102 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Indonesia
Sun care is an essential part of skin minimalism regimens
Product use increases as the population become more educated on sun care
Mass brands and female consumers are the main contributors to retail sales
Expansion of the product offer and higher consumer awareness underpin healthy growth forecast
Unilever releases latest Vaseline sun care product
Sunstick is a new innovation that is starting to become a trend
Table 103 Sales of Sun Care by Category: Value 2017-2022
Table 104 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 105 NBO Company Shares of Sun Care: % Value 2018-2022
Table 106 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 107 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 108 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 109 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Indonesia
Premium beauty and personal care leverages distinct target audience
Presence of cheaper alternatives and local products may lure away middle-income consumers
Premium international and large fmcg brands continue to drive omnichannel sales
Sustainable-beauty is a newly defined beauty term in the premium space
Premium brands and products to benefit from an exclusive, prestigious or elegant image
E-commerce to increase penetration but physical stores remain important for premium beauty and personal care
Table 110 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 111 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 112 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 113 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 115 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Indonesia
Price still matters the most for mass beauty and personal care products
Local brands trigger sales growth for mass beauty and personal care categories in Indonesia
Unilever and Procter & Gamble enjoy wide distribution
Healthy growth forecast triggered by continuous innovation and developments
Mass beauty and personal care to continue to be heavily influenced by the South Korea trend
Promotions set to continue to play a key role in driving sales via e-commerce
Table 116 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 117 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 118 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 119 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 120 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 121 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027