With Indonesia being a predominantly Muslim country (nearly 90% of the population is Muslim), oral care products, particularly mouthwash, are very popular during periods of fasting in the Islamic calendar. E-commerce players such as the pureplay operators, Tokopedia, and Shopee, usually have large shopping festivals during Ramadan and leverage on brands’ top selling SKUs, which means that these players provide an extra boost to key products during these months.
Mouthwash is advertised quite aggressively in the Indonesian market and this was particularly noticeable during the COVID-19 crisis, as consumers became more hygiene-conscious and mouthwash was seen as a way to kill germs as they entered the mouth. Adding a mouthwash to a comprehensive oral care regimen is believed to be an effective way to reduce potential infection with a number of illnesses, as well as making the mouth generally cleaner.
Unilever Indonesia remained a strong leader in oral care in value terms in 2021. Its Pepsodent brand has a long-standing presence in the country and continued to benefit from widespread consumer-awareness and wide distribution, not only including modern grocery retailers but also small traditional warungs.
Toothpaste and toothbrushes with antibacterial properties and designed for sensitive teeth are expected to be increasingly popular in the forecast period. Due to COVID-19, and based on trade interviews, it is reported that antibacterial functionality has become one of the features that people look for the most from toothpaste and toothbrushes.
The COVID-19 pandemic has forced brands to come up with new strategies to build and maintain close relationships with their target consumers. Listerine, for example, shifted its marketing and educational activities, which were originally conducted within specific communities, to a virtual form.
While many consumers are expected to adopt more rigorous oral care regimes in the forecast period, as they seek to prevent viral transmission, they will also look to minimise visits to dentists and thus save money, especially while the economy recovers from the impact of COVID-19. Indeed, many of these consumers are likely to find that the oral care category provides other benefits besides antibacterial protection as a result of their upgraded oral care regimens, such as whiter teeth, healthier gums and fresher breath.
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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.
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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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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