Beauty and Personal Care in Indonesia

Beauty and Personal Care in Indonesia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Consumer priorities change under influence of health crisis, with many categories seeing decline

Smaller players gaining ground fast as even more consumers shop online

Unilever still at the sales summit

RECOVERY AND OPPORTUNITIES

Overall demand to return to normal levels by 2022, while buoyant e-commerce channel is poised for further gains

Mass adult sun care poised for one of the brightest growth rates

Negative effects of pandemic on sales to linger for some products, but skin health and wellbeing offer long-term potential

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Value sales dip as economy is hit by health crisis

Premium ranges already struggling prior to COVID-19

K-beauty trend still popular despite pandemic

RECOVERY AND OPPORTUNITIES

Recovery predicted in 2021, with e-commerce presence now here to stay

Trading up set to mostly resume as economy recovers

Consumers increasingly seek specific product benefits, fuelling sales growth

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Niche sun care category sees strong dip but baby wipes keeps overall demand high

Natural trend strengthening

Brand-loyalty stronger than in adult personal care, with good reputation key

RECOVERY AND OPPORTUNITIES

Toiletries and skin care set to improve on review period performances

Sun care category to bounce back strongly

Value sales gains to be fuelled by higher product quality as well as rising demand

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Consumers stock up on liquid soap and body wash/shower gel to curb COVID-19

Growth less driven by bar soap as consumers prioritise antibacterial cleaning

Pandemic sees e-commerce emerge in bath and shower

RECOVERY AND OPPORTUNITIES

Body wash/shower gel to close the gap further on bar soap, while liquid soap is poised for further strong gains

Growing niche in the form of natural bath and shower products

Most categories set to improve on their volume growth rates

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Movement and interaction restrictions force down demand in 2020

Online influencers now a marketing standard

Standing out in a crowded category now a real test in Indonesia

RECOVERY AND OPPORTUNITIES

Sales to ride high again from 2022 onwards

Return of on-the-go demand for colour cosmetics offers strong growth potential

Some categories likely to miss the mark, but lip products set to keep driving overall performance

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 45 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 46 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 47 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 48 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Being stuck at home reduces need for a blast of deodorant in 2020

Many more people go online to buy deodorants as pandemic erodes impulse purchases at stores

Unilever stands out, while men’s deodorants show market-resilience

RECOVERY AND OPPORTUNITIES

Recovery predicted in 2021, with deodorant sprays to post highest CAGR over forecast period

Deodorant serum offers potential as skin-sensitivity increases

Competitive threat posed to deodorants as health-awareness rises

CATEGORY DATA

Table 52 Sales of Deodorants by Category: Value 2015-2020
Table 53 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 55 NBO Company Shares of Deodorants: % Value 2016-2020
Table 56 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 57 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 58 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 59 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 60 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Indonesia

2020 IMPACT

Fragrances in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Opportunities to wear fragrances are few and far between in health crisis

Premium segment already under pressure before health crisis

Crowded landscape edged by mass player Kinocare overall

RECOVERY AND OPPORTUNITIES

Road to recovery will be slow owing to lack of necessity combined with competition from skin care

Deodorant sprays likely to attract cash-strapped consumers

Male consumer base likely to keep increasing

CATEGORY DATA

Table 61 Sales of Fragrances by Category: Value 2015-2020
Table 62 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Fragrances: % Value 2016-2020
Table 64 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 65 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 66 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 67 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

E-commerce cushions the effect of hair salon closures

Rising hijab popularity prompts hair care products targeting wearers

Pantene leads landscape made increasingly crowded by natural trend and surge in e-commerce

RECOVERY AND OPPORTUNITIES

Slick recovery predicted for styling agents, though 2-in-1 products are increasingly outnumbered

Males to play greater role in hair care consumption

Price-competition ramped up by e-commerce emergence in hair care

CATEGORY DATA

Table 69 Sales of Hair Care by Category: Value 2015-2020
Table 70 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 71 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 72 NBO Company Shares of Hair Care: % Value 2016-2020
Table 73 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 74 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 75 LBN Brand Shares of Colourants: % Value 2017-2020
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 77 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 79 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Need to keep up appearances evaporates as COVID-19 keeps Indonesians at home

More men in Indonesia embracing grooming products in general

Global names still achieve the best results, but competition is intensifying

RECOVERY AND OPPORTUNITIES

Recovery predicted to be swift as consumer base continues to grow

E-commerce now challenging the main store-based channels

Deodorants and skin care to lead the way

CATEGORY DATA

Table 82 Sales of Men’s Grooming by Category: Value 2015-2020
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 86 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Demand for toothpaste and mouthwashes/dental rinses increases further as Indonesians look to protect themselves from COVID-19

Mouthwashes/dental rinses is most dynamic area in review period

Unilever ranks first though competition is chipping away at its lead

RECOVERY AND OPPORTUNITIES

Oral health now a higher priority for Indonesians, with demand for oral care products set to accelerate further

Influence of e-commerce more modest as product availability is widespread

More consumers will also see robust oral care as cost-saving endeavour

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2015-2020
Table 92 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 93 Sales of Toothbrushes by Category: Value 2015-2020
Table 94 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 96 NBO Company Shares of Oral Care: % Value 2016-2020
Table 97 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 99 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 100 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 102 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion favours pampering trend, while the 18-25s become the most potent consumer group for skin care

Gender divide becomes more visible in skin care purchases

Unilever stands out in increasingly crowded landscape

RECOVERY AND OPPORTUNITIES

Volume sales growth to accelerate over forecast period

Facial care to drive overall sales, while men will account for a larger share

Premium ranges to begin regaining share from 2021

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2015-2020
Table 105 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Skin Care: % Value 2016-2020
Table 107 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 109 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 110 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 113 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Indonesia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 casts large cloud on sun care in 2020

Most channels lose share of sun care, hindered by impulse nature of sales

Nivea Sun still rises above the rest

RECOVERY AND OPPORTUNITIES

Skin-whitening trend and global warming to bolster demand for sun protection

Baby and child-specific products show promise

Comfort becomes more important in sun care as competition from skin care grows

CATEGORY DATA

Table 115 Sales of Sun Care by Category: Value 2015-2020
Table 116 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 117 NBO Company Shares of Sun Care: % Value 2016-2020
Table 118 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 120 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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