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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Indonesia
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Mass Beauty and Personal Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Within online channels, pureplay e-commerce players are home for mass market products
Local stores and large formats still key sources for mass market products
Unilever retains lead as competition intensifies
PROSPECTS AND OPPORTUNITIES
Promotions key to driving mass market sales on online platforms
Pandemic boosts demand for mass market products
Revival of demand for colour cosmetics
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium segment faces particular challenges during COVID-19 crisis
Different types of e-commerce channels tapping into different kinds of premium beauty and personal care products
Premium international brands and large FMCG brands drive omni-channel sales
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care driven by skin care and fragrances
E-commerce here to stay
Focus on skin health benefits
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Baby and Child-Specific Products in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growing interest in natural products
Millennial parents driving force behind purchases
Brand-loyalty stronger than in adult personal care, with good reputation key
PROSPECTS AND OPPORTUNITIES
Pandemic baby boom
Baby and child-specific products expected to display healthy growth during forecast period
Product innovation to enhance baby’s skin care and bath products
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shift from large modern grocery retailing formats to e-commerce channels and local stores
Body wash adoption trend growing
K-Beauty influences innovation
PROSPECTS AND OPPORTUNITIES
Bath and shower set to see healthy growth supported by heightened hygiene levels
Bath and shower players should focus on partnerships with pureplay actors
Aggressive marketing and rising demand for natural products
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2016-2021
Table 33 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 35 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 36 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 38 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 restrictions undermine demand for colour cosmetics
Colour cosmetics industry is predicted to gradually recover
Developing a distinctive offer is a challenge in crowded category
PROSPECTS AND OPPORTUNITIES
Players continuously innovate products and services to score sales
Price-sensitivity set to play key role in demand
Return of on-the-go demand for colour cosmetics offers strong growth potential
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 45 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 46 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 47 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 48 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to growth with expansion of e-commerce helping to push sales
Male population displays more interest in grooming products
Unilever stands out, while men’s deodorants show market-resilience
PROSPECTS AND OPPORTUNITIES
Pureplay e-commerce platforms are key in the online channel
Rise in healthy lifestyles supporting rising demand for deodorants utilising natural ingredients
Deodorant sprays increase in popularity, particularly amongst price-sensitive male consumers
CATEGORY DATA
Table 52 Sales of Deodorants by Category: Value 2016-2021
Table 53 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 55 NBO Company Shares of Deodorants: % Value 2017-2021
Table 56 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 57 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 58 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 59 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 60 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Indonesia
2021 DEVELOPMENTS
Fragrances in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 crisis undermines demand for fragrances
Some time needed for the perfume industry to recover to pre-pandemic level
Crowded landscape edged by local mass player, Kinocare
PROSPECTS AND OPPORTUNITIES
Non-essential status to delay recovery
The “self-love” concept can help to dampen the impact of the pandemic
Local products gaining prominence in fragrances
CATEGORY DATA
Table 61 Sales of Fragrances by Category: Value 2016-2021
Table 62 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Fragrances: % Value 2017-2021
Table 64 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 65 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 66 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 67 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Local stores and large format outlets remain main contributors to sales, while e-commerce continues to grow
Standard shampoo benefits from hygiene focus
Pantene heads landscape made increasingly crowded by natural trend and surge in e-commerce
PROSPECTS AND OPPORTUNITIES
Promotions a key success factor in e-commerce sales
Choosing the right e-commerce players to partner with will benefit brands
Males to play greater role in hair care consumption
CATEGORY DATA
Table 69 Sales of Hair Care by Category: Value 2016-2021
Table 70 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 71 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 72 NBO Company Shares of Hair Care: % Value 2017-2021
Table 73 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 74 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 75 LBN Brand Shares of Colourants: % Value 2018-2021
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 77 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 79 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic triggers growth in men’s grooming category
Korean trend influences men as well as women
International players lead, but competition intensifying
PROSPECTS AND OPPORTUNITIES
Men’s grooming requires basic, simple products
Local brands expanding
Brands building awareness in the male population
CATEGORY DATA
Table 82 Sales of Men’s Grooming by Category: Value 2016-2021
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 86 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fasting period triggers high sales for oral care
Mouthwash a rising category in oral care
Unilever retains lead but continues to lose share
PROSPECTS AND OPPORTUNITIES
Mass brands leading oral care
Listerine’s marketing efforts educate consumers virtually
More consumers will see robust oral care as cost-saving endeavour
CATEGORY DATA
Table 91 Sales of Oral Care by Category: Value 2016-2021
Table 92 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 93 Sales of Toothbrushes by Category: Value 2016-2021
Table 94 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 96 NBO Company Shares of Oral Care: % Value 2017-2021
Table 97 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 99 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 100 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 102 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers willing to try out new products
Pandemic increases usage of skin care products
Unilever stands out, but sees continued share erosion in increasingly fragmented landscape
PROSPECTS AND OPPORTUNITIES
Whitening products see strong sales, while men are becoming more interested in skin care
Local brands on a roll triggered by social media marketing
Products tailored to specific skin problems are popular
CATEGORY DATA
Table 104 Sales of Skin Care by Category: Value 2016-2021
Table 105 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 106 NBO Company Shares of Skin Care: % Value 2017-2021
Table 107 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 109 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 110 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 113 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 crisis dampens performance of sun care
Gradual improvement
Nivea Sun still rises above the rest
PROSPECTS AND OPPORTUNITIES
Mass sun care products still the major contributor
Female population driving growth
Comfort becomes more important in sun care as competition from skin care grows
CATEGORY DATA
Table 115 Sales of Sun Care by Category: Value 2016-2021
Table 116 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 117 NBO Company Shares of Sun Care: % Value 2017-2021
Table 118 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 120 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.