Nappies/Diapers/Pants in Indonesia

PROSPECTS

As birth rate declines, demand for larger size increases

The negative news for the nappies/diapers/pants industry is that birth rates in Indonesia have been declining over the years due to the government-promoted family planning programme. A family with two children is considered as ideal so that household resources are not stretched.

Right pack sizes for distribution channels

On the shelves, manufacturers offer many variants of pack sizes to suit a wide range of consumers’ demands. From economical pack sizes (sachets/per piece) up to super jumbo pack sizes – which contain more than 50 pieces.

Environmental activists protest due to diapers polluting rivers

During 2017-2018, environmental activists in East Java staged protests against the use of disposable baby diapers that pollute the rivers. There are growing concerns about the environmental impacts of specific products, including baby diapers.

COMPETITIVE LANDSCAPE

Uni Charm Indonesia acquires DSG, whilst Softex caters to all market segments

Undisputedly, Uni Charm Indonesia’s Mamy Poko far outperformed its competitors in 2018. The Mamy Poko brand dominates on every shelf in most retail channels, modern and traditional.

New eco-friendly diapers launched

In response to rising environmental awareness and concerns, Citra Selalu Sukses launched Bambo Nature in 2018. Bambo Nature is a new product development catering to eco-friendly-minded consumers.

Amid tight competition between local brands, Aman Indah Makmur suffers a setback

The baby diapers industry in Indonesia is very attractive for many players and foreign investors; new brands appear on the shelves every year. For the lower-income market segment, local brands’ domination is observed, as those brands such as Mamamia and Fluffy (Aman Indah Makmur), Sensi (Arista Latindo) and Popoku (Zensei Indonesia), can be offered at significantly lower prices than that of brands from global companies.

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