Men's Grooming in Indonesia

PROSPECTS

Men’s toiletries contributes strongly to growth in men’s grooming

Men’s toiletries accounted for the majority of value sales within men’s grooming in value terms in 2018, and also saw very strong growth; therefore, boosting sales in men’s grooming. Gatsby, Axe and Rexona Men were the top three brands in men’s toiletries in 2018.

Promising outlook for men’s grooming

Men’s grooming continues to have a positive outlook in Indonesia, with significant current value growth expected in the forecast period. Men’s toiletries, one of the growth drivers in men’s grooming, will continue to see a very strong current value performance (better than in the review period), despite the slowdown in economic conditions.

The greatest opportunities are in men’s skin care

Men’s facial wash and moisturisers are amongst the most essential products in men’s grooming in Indonesia. With the launch of men’s series of facial care products from well-known players, men’s skin care showed a positive performance in 2018.

COMPETITIVE LANDSCAPE

Mandom Indonesia leads men’s grooming

Mandom Indonesia led men’s grooming in value terms in 2018. Its Gatsby brand is long-standing and has a strong brand image – most consumers in Indonesia are very familiar with the brand.

International brands lead

International brands led men’s grooming in Indonesia in 2018 – Gatsby, Gillette and Axe were the top three brands. International brands have a strong brand image, perceived high quality, and wide availability in many distribution channels.

The progressive growth of internet retailing

As internet retailing emerges, the competition in men’s grooming is increasing within this distribution channel. The leading brands are beginning to sell products in bundles; this offers consumers a relatively large discount compared with purchasing the individual products.

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