Personal care appliances was the only category of consumer appliances in Indonesia to record positive volume growth over the course of 2020 as demand continue to increase at the peak of the COVID-19 pandemic, although should be noted that growth rates were considerably slower in the category during the year that what was recorded earlier in the review period. Strong category growth was spurred by rising demand for hair care appliances, with many people turning to these products to maintain their hairstyles during the quarantine lockdown period, which placed restrictions on movement among the Indonesian population.
Other types of hair care appliances such as hair dryers and hair styling appliances also recorded positive growth over the course of the year, although demand for these products was tempered somewhat by the fact that many Indonesian women paid less attention to their appearance during 2020. This is because many of them were working from home, which meant that they were not required to maintain a neat and tidy look for professional purposes on a daily basis.
One of the most notable trends in the distribution of consumer appliances during 2020 was the strong shift seen towards sales of e-commerce in small appliances and this channel shift was highly evident in personal care appliances during the year. With store-based retailing channels unavailable throughout the extended period of movement restrictions that were imposed on the population of Indonesia at the peak of the COVID-19 pandemic, consumers were unable to visit many of the stores that sell personal care appliances, notably electronics and appliance specialist retailers.
The forecast period is expected to see very strong growth in sales of personal care appliances in Indonesia as the powerful momentum that the category had been experiencing prior to the onset of the COVID-19 pandemic returns. With the adverse and uncertain economic environment that emerged in Indonesia over the course of 2020 due to the negative influence of the COVID-19 situation likely to recede over the course of 2021, very positive sales growth can be expected to return to the category almost immediately.
Body shavers is slated for a very dynamic sales performance over the forecast period and one major reason for such strong growth is the category’s incipient stage of development and the currently low penetration. In the past, body shavers struggled to attract the interest of Indonesian consumers due to high unit prices and a general lack of interest in removing body hair.
Electric facial cleansers is set to continue recording a dynamic performance over the forecast period and this is mainly due to the incipient stage of development of the category in Indonesia. Indeed, electric facial cleansers is a category that is still at the introductory phase in Indonesia, although consumers are rapidly becoming more familiar with these appliances as they become more knowledgeable about the importance of skin care and more willing to invest in electric facial cleansers.
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Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 report originates from Passport, our Personal Care Appliances research and analysis database.
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