In 2020, retail current value growth in sanitary protection in Indonesia slowed slightly compared to the end of the review period. The category still recorded strong growth, but at a slightly lower rate during the COVID-19 pandemic as many working women in Indonesia stayed at home during the health crisis.
In Indonesia, standard towels continued to dominate sanitary protection in terms of retail current value sales in 2020 and, in this respect, consumer preferences were largely unaffected by the COVID-19 pandemic. Sanitary protection in Indonesia recorded a fairly strong performance before the outbreak of COVID-19 with further potential for expansion, particularly in rural and more remote areas of the country.
With close to 90% of the Indonesian population being Muslim, it is extremely important for personal hygiene products such as sanitary protection to follow religious laws to attract a higher number of consumers. This has led to the development of halal certification within this area.
In the forecast period, sanitary protection is expected to gain momentum in terms of both retail volume growth and retail current value growth. The category is projected to register an increasing retail current value growth rate in the forecast period as the economic condition of the country improves in the aftermath of the global health crisis.
Over the forecast period, at constant prices, the average unit price of products in sanitary protection is expected to increase. This is due to the fact that consumers in Indonesia are expected to switch to higher quality brands and more innovative products over the forecast period.
The top three players in sanitary protection in Indonesia – namely Uni Charm Indonesia PT, Kao Indonesia PT and Softex Indonesia PT – will continue to lead an increasingly consolidated competitive landscape over the forecast period. Both Softex and Uni Charm have an IPO plan which will enable the companies to invest significant funds into developing and further expanding their product ranges to strengthen their positions within sanitary protection.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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.
This report originates from Passport, our Sanitary Protection research and analysis database.
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