Competitive Landscape
Rexona and Nivea Defend Leadership as Market Concentration Declines
The deodorants category in Indonesia remained moderately concentrated in 2025, although concentration declined over the 2020 to 2025 period. Unilever Indonesia Tbk PT retained its position as the leading company, with its retail value share declining from 23% in 2020 to 14% in 2025, reflecting increasing competitive pressure from a broader range of players.
Kahf Benefits From Brand Momentum as Competitive Dynamics Broaden
Among emerging companies, Kahf recorded strong overall brand growth across personal care categories in 2025, including deodorants, benefiting from rising consumer trust and brand popularity rather than a clearly differentiated product innovation within the category. This trajectory underscores the growing importance of brand equity in driving category performance in a market where consumer loyalty to trusted names remains a significant competitive asset.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in Indonesia - Category analysis
Key Data Insights
Steady Growth Driven by Climate and Active Lifestyle Boosts Demand
Steady Growth Driven by Climate and Active Lifestyle Boosts Demand
Sports-Centric Marketing and Whole-Body Positioning Expand Deodorant Usage Occasions beyond the Underarm
Skin-Friendly Formulations and Hybrid Skin Care Benefits Raise Consumer Expectations beyond Basic Odour Control
Skincare-Level Standards and Hybrid Formats Are Set to Define the Next Wave of Product Innovation
Ai Adoption Is Expected to Unlock Personalisation Opportunities as Smart Deodorant Technology Emerges
Gender-Neutral Positioning and Inclusive Marketing Are Set to Strengthen Connections with Younger Consumers
Rexona and Nivea Defend Leadership as Market Concentration Declines
Kahf Benefits From Brand Momentum as Competitive Dynamics Broaden
Convenience Retailers Gain Ground as E-Commerce Closes in on Offline Channels in 2025
Rexona's Cross-Channel Collaboration Illustrates the Value of Integrated Retail Strategies
Beauty and Personal Care in Indonesia - Industry Overview
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Key Data Insights
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Barrier Protection Emerges as a Cross-Category Value Driver as Hybrid Formulations Redefine Expectations
Inclusive Ambassador Strategies Broaden Target Audiences
Demand for Skin Care Benefits to Drive Formula Innovation and Blur Category Boundaries
Retail to Transform as Social Commerce Reshapes Discovery and Conversion
Emerging Consumer Groups and Educational Marketing to Unlock the Next Wave of Growth
Leading Companies Consolidate Positions Amid Strong Competition and Fragmentation
Emerging Niche Brands Gain Traction through Innovation and Targeted Marketing
Offline Retail Leads as Brand-Retailer Collaborations Elevate In-Store Experience
E-Commerce Serves as Both a Sales Engine and Digital Marketing Amplifier
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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