Competitive Landscape
Unilever Indonesia Maintains Lead as Competition Intensifies
Oral care in Indonesia remained concentrated in 2025 but became notably less so over the preceding five years. Unilever Indonesia Tbk PT held a 30% value share, down from 44% in 2020, reflecting a sustained decline as competitors strengthened their positions through targeted innovation and marketing.
Usmile Leverages E-Commerce and Innovation to Disrupt Leaders
Usmile, originally from China and now operating a factory in Indonesia, emerged as the most notable disruptive force in the competitive landscape in 2025. Having established itself through smart oral devices, including electric toothbrushes and water flossers, the brand extended into toothpaste with a differentiated launch: a perfume whitening toothpaste available in Fresh White and Repair White variants, featuring Swiss-inspired scents developed with fragrance experts and a combined whitening and fragrance effect.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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 Oral Care 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 Oral Care 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?
Oral Care in Indonesia - Category analysis
Key Data Insights
Enamel Protection Reframes Toothpaste Whitening Propositions
Enamel Protection Reframes Toothpaste Whitening Propositions
Ip Collaborations and Experiential Activations Drive Engagement
Gum Health Expands Demand beyond Teeth Aesthetics
Electric Toothbrush Adoption Set to Grow as Smart Innovation Unlocks Value
Ai Personalisation to Reshape Product Relevance and Engagement
Oral Health Education Forecast to Drive Demand for Advanced Formats
Unilever Indonesia Maintains Lead as Competition Intensifies
Usmile Leverages E-Commerce and Innovation to Disrupt Leaders
E-Commerce Grows as Emerging Brands Challenge Offline Dominance
Festival Activations and Digital Ecosystems Reshape Retail Engagement
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:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
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 Oral Care research and analysis database.
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