During the COVID-19 crisis, mass market brands like Procter & Gamble and Unilever relied heavily on pureplay e-commerce players, such as Tokopedia, Shopee, and Blibli, for online sales. This was partly because the sales channels were already set up on these platforms and party because omni-channel operators like Sephora would not invest in mass market brands because they cater to a different market - mostly consumers looking for international brands.
Local outlets such as convenience stores and large formats such as hypermarkets remain the most important channels for mass market beauty and personal care products, particularly basic necessities such as hair care and oral care products, because consumers still go to such stores for general household shopping. This is particularly true for consumers from the low- and lower-middle-income segments, who represent the majority of the Indonesian population.
Even though the mass market saw sales decline as a result of the COVID-19 crisis, the mass beauty and personal care products segment is comprised of commonly used brands that are targeted at the low- to lower-middle-income consumer groups. The products are very affordable while still functioning effectively, and the brands also usually have strong identities and an established presence in the market.
The reason that pureplay e-commerce players are doing well in the mass beauty and personal care products market is because they allow consumers to reap the benefits of promotions coming from the e-commerce platforms, as well as from the brands’ side. Brands offer price promotions on top of those offered by the pureplay operators, such as free shipping, competitive pricing, and free samples/items.
The mass beauty and personal care products market is primarily driven by three categories: mass skin care, mass hair care, and mass bath and shower. These categories are jointly responsible for around three-quarters of the mass market, and have benefited from the pandemic shifting consumers’ mindsets to focus more on personal health and hygiene, including more regular washing and showering.
Colour cosmetics is set to be amongst the most dynamic areas of the mass beauty and personal care market in Indonesia over the forecast period, with several categories expected to see strong growth. Categories such as mass lip products, mass eye shadow and mass foundation/concealer will all benefit from the return of more away-from-home orientated socially visible lifestyles during the forecast period, as well as the move away from wearing face masks in public.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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