The need to stay at home during the pandemic has led to people engaging more in DIY activities, but also in pampering themselves better, which increased the demand for skin care in 2020. Salon closures were another boosting factor in skin care’s sales performance in 2020.
While men are increasing their share of skin care sales, men’s and women’s purchasing decisions increasingly differed when buying these products at the end of the review period. Women increasingly sought natural ingredients, with this benefiting niche brands with an organic or natural positioning.
Unilever remained the clear leader in skin care in 2020, being the only player with a double-digit value share thanks to the wide distribution reach and affordable prices offered by brands such as Pond’s and Fair & Lovely. This company however is experiencing an ongoing decline in its value share, with this chiefly due to a growing focus on halal certification, which moved sharply into the spotlight due to the government announcing new halal controls in 2019.
Local skin care brands are set to strengthen their position in Indonesia over the forecast period. Due to the high level of promotion afforded them by many influencers and public figures in 2020, local brands of skin care have become more popular.
Indonesian consumers have become increasingly focused on skin health and care, with this concern set to keep impacting many areas of beauty and personal care in the forecast period. This is linked to growing media coverage of skin care products and ingredients, particularly online, with consumers becoming more likely to research skin concerns online or to follow the advice of online influencers or the recommendations of friends via social media.
While economic uncertainty is expected to constrain budgets for some consumers, many younger adults are predicted to have higher disposable income levels in 2021, due to living at home and having little opportunity to spend on socialising, travel and entertainment. These consumers are expected to drive sales growth for premium skin care, particularly via e-commerce, with premium products thus likely to outpace mass in terms of value growth in the year and for the remainder of the forecast period.
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Understand the latest market trends and future growth opportunities for the Skin 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 Skin 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.
This report originates from Passport, our Skin Care research and analysis database.
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