Mass Beauty and Personal Care in Indonesia

PRE-COVID-19 PERFORMANCE

Mass adult sun care benefits from widening everyday usage and innovation in facial sun protection in 2019

Mass adult sun care saw the strongest current value growth in mass beauty and personal care in 2019, benefiting from widening awareness of the dangers of unprotected sun exposure. A growing number of consumers began to use sun protection on an everyday basis, in the hope of not only avoiding skin cancer but also preventing dark spots and premature skin ageing.

Mass colour cosmetics sees strong performance for smaller domestic brands in 2019

Mass colour cosmetics continued to see dynamic double-digit current value growth in 2019, with growth driven by consumers’ rising confidence in local brands. There was particularly strong growth seen for smaller local brands and start-ups within lip products, with these offering low prices and often garnering highly favourable online reviews both within Indonesia and internationally.

Unilever retains strong lead in 2019 but faces growing competition

With its wide brand and product range, Unilever continued to be a strong leader in mass beauty and personal care in value terms in 2019. The company led sales in mass bath and shower, deodorants, hair care and skin care in the year and also had a significant share in mass adult sun care and colour cosmetics.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to grow by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

The COVID-19 pandemic will have a highly divergent impact on product areas across mass beauty and personal care. Many products will be negatively impacted as consumers spend more time at home and relax their grooming regimes as a result.

Recovery and opportunities

Despite being negatively impacted by the COVID-19 pandemic in 2020, mass beauty and personal care is expected to maintain value growth at constant 2019 prices in the year and will continue to offer good growth opportunities throughout the forecast period. Growth is however likely to be more muted in comparison to that seen during the review period, due to ongoing economic uncertainty for many consumers.

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