Digital shopper (e-commerce goods and services) in Indonesia demonstrated resilient momentum in 2025 with further value growth, remaining highly competitive relative to regional peers despite a deceleration caused by economic and political headwinds. The appeal of this environment is underpinned by high digital connectivity, with 199 million internet users and near-universal mobile and broadband access, supporting both transaction volume and innovation adoption. Brands seeking to succeed must ad

Skin care in Indonesia recorded retail value sales of IDR60,242 billion in 2025, representing 19% growth in current terms, supported by a population of approximately 286 million, real GDP growth of 5% and inflation of 2%, which together underpinned rising discretionary spending on personal care. Facial care remained the largest category by absolute value at IDR51,782 billion, driven by heightened consumer focus on brightening, acne care and skin barrier repair. Skin care sets and kits was the be

Deodorants in Indonesia recorded retail value sales of IDR6,187 billion in 2025, representing 6% growth in current terms, supported by a stable macroeconomic environment with real GDP growth of 5% and low inflation of 2%, alongside a population of 286 million providing a large and expanding consumer base. Demand remains strong, driven by Indonesia’s humid climate and growing social engagement around sports, which has heightened consumer consciousness of body odour. With deodorant adoption alread

Sun care in Indonesia recorded retail value sales of IDR5,520 billion in 2025, representing 23% growth in current terms, supported by a population of approximately 286 million, real GDP growth of 5% and inflation of 2%, which together underpinned rising discretionary spending on personal care. Adult sun care remained the largest category by absolute value at IDR5,512 billion, driven by product innovation that combined sun protection with broader skin care benefits. Baby and child-specific sun ca

Bath and shower in Indonesia recorded retail value sales of IDR12,959 billion in 2025, representing 2% growth in current terms, as stable demand was supported by Indonesia’s large and growing population of 286 million and the continued relevance of daily hygiene as a non-discretionary purchase. Volume growth remains modest, reflecting a price-sensitive consumer base with entrenched purchasing habits, particularly among lower- and middle-income households.

Colour cosmetics in Indonesia recorded retail value sales of IDR15,222 billion in 2025, representing 11% growth in current terms, continuing a multi-year double-digit trend and outperforming the broader Asia Pacific average. Growth is driven by rising demand for social appeal and personalisation, as beauty purchases become increasingly performative, with products serving as expressions of status and lifestyle. Indonesia’s large and growing population of 286 million provides a deep consumer base

Depilatories in Indonesia recorded retail value sales of IDR357 billion in 2025, representing 6% growth in current terms, sustained by rising personal hygiene needs and Indonesia’s large population of 286 million, which continued to provide a broad and expanding consumer base. Women’s razors and blades remained the largest and best performing category, with retail volume climbing to 54 million units, underpinned by shaving’s status as the most familiar, accessible and affordable at-home hair rem

Men’s grooming in Indonesia recorded retail value sales of IDR12,727 billion in 2025, representing 10% growth in current terms, supported by Indonesia’s sizeable population of approximately 286 million and strong macroeconomic conditions, including real GDP growth of 5% and inflation of 2%, which supported rising discretionary spending on personal care. Men’s toiletries remained the largest category by absolute value, with retail value sales of IDR8,866 billion and growth of 9%, driven by consum

Fragrances in Indonesia recorded retail value sales of IDR10,884 billion in 2025, representing 9% growth in current terms, supported by a stable macroeconomic environment with real GDP growth of 5% and low inflation of around 2%, alongside a population of 286 million providing a large and expanding consumer base. Beauty purchases increasingly reflect self-expression and aspirational lifestyles, with consumers choosing fragrances as emotional support tools and symbols of personal identity. Mass f

Baby and child-specific products in Indonesia recorded retail value sales of IDR6,693 billion in 2025, representing 4% growth in current terms, supported by a stable macroeconomic environment with real GDP growth of 5% and low inflation of 2%, alongside a population of 286 million providing a large and expanding consumer base. Baby wipes continue as the largest category, with retail value sales reaching IDR2,769 billion, reflecting the essential and routine nature of wipes in child care. Baby an

Beauty and personal care in Indonesia delivered strong growth in 2025, with skin care the largest category and sun care the best performing. Lifestyle-driven marketing, anchored by community activations, AI-enabled experiences and key opinion leader-led social commerce, was the primary force shaping consumer engagement and purchase decisions across the category, while clean reimagined innovation drove hybrid, barrier-protecting formulations into categories beyond facial skin care. Inclusivity st

Oral care in Indonesia expanded by 2% in current terms in 2025, reaching IDR10,250 billion, underpinned by steady macroeconomic conditions including real GDP growth of 5% and rising household disposable income. Growth was concentrated in toothpaste, which remained the largest category and the primary driver of value, reaching IDR7,876 billion in retail value sales, as whitening positioning continued to resonate strongly with Indonesian consumers who place considerable value on visible, affordabl

Hair care in Indonesia recorded retail value sales of IDR25,451 billion in 2025, representing 5% growth in current terms, supported by rising consumer expenditure and a population of approximately 286 million providing a large and expanding consumer base. Salon professional hair care was the best performing category, with retail value sales rising 12% to IDR95 billion, underpinned by premiumisation trends and growing consumer demand for benefit-led formulations. Shampoos remained the largest con

Mass beauty and personal care in Indonesia recorded retail value sales of IDR131,171 billion in 2025, representing 12% growth in current terms year on year, outperforming the regional Asia Pacific average and reflecting robust expansion across the category. Mass skin care was the largest category at IDR55,954 billion, recording 19% growth driven by strong demand for science-backed, ingredient-led formulations, supported by enhanced digital discovery and shoppable video content. Mass adult sun ca

Premium beauty and personal care in Indonesia recorded retail value sales of IDR11,978 billion in 2025, representing 9% growth in current terms, supported by 5% real GDP growth, modest inflation of 2% and steadily rising consumer expenditure that sustained demand for higher-value personal care. Premium skin care remained the largest category, reaching IDR4,288 billion, driven by increasing demand for advanced efficacy and wellness benefits, consistent with global trends towards holistic and scie

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Menstrual care in Indonesia achieved a robust performance in 2025, with retail volume reaching 6.6 billion units, representing a 5% annual increase. Current retail value also saw strong growth, rising by 7% to IDR7460.1 billion, outpacing both volume and inflation, which was contained at 2%. This performance reflects the impact of accessible pricing strategies and product innovation, set against the backdrop of rising consumer expenditure and a population of 286 million. By    regional compariso

In 2025, away-from-home tissue and hygiene in Indonesia recorded slower current value growth compared to previous years. Total value reached IDR3,610 billion, up 7% on 2024, a marked deceleration from earlier double-digit growth rates. The subdued performance was closely tied to external economic pressures and government budget cuts following the late-2024 election. This led to reduced business travel, weaker hotel occupancy, and softer demand in the restaurant sector, which had a direct effect

Tissue and hygiene in Indonesia was characterised by intense price competition and a current value decrease of 2% to IDR53,204 billion in 2025. This was very different from other regional markets where value sales recovered and inflationary pressures eased. Weak consumer confidence and limited household budgets  led to a preference for more affordable brands. Innovative pack formats, deep promotions, and broad distribution supported  retail volume growth, although such activity eroded value sal

Wipes in Indonesia in 2025 showed marginal current value growth, with retail sales reaching IDR3,211 billion, up just 0.4% on the previous year. Value sales stagnated following the dynamic growth seen during the pandemic years, and due to the weak economy and subdued consumer purchasing power.  Price sensitivity remained high for such commoditised products where brand loyalty is low and consumers frequently switch for better deals. While global and regional markets  often see premiumisation or

Retail tissue in 2025 recorded moderate volume growth, representing a 3% increase compared to 2024. Sales performance can be primarily attributed to the expansion of offline retailers, which remain the dominant channel. Growth of retail tissue in major cities was modest, at around 1.0% in volume terms, while secondary cities saw significantly faster expansion of 20–30%, albeit from a low base as household usage is lower. Even though the trend was positive, overall growth in retail tissue was sti

In 2025, nappies/diapers/pants in Indonesia experienced ongoing economic headwinds, resulting in a significant drop in sales. Retail volume for nappies/diapers/pants stood at 7,929 million units, marking a decrease of 5% from the previous year, while retail sales value fell sharply by 8% to IDR24,968 billion. Price has become the chief factor in purchasing decisions, due to rising prices and ongoing pressure on household incomes. In contrast to the steady or positive growth seen elsewhere in t

Retail adult incontinence experienced robust value growth in 2025, significantly outpacing other hygiene products, which have generally seen stagnation or decline in recent years. Retail volume reached 316 million units in 2025, up 7% from the previous year, while retail sales value in constant local currency climbed to IDR3,779 billion, marking an 8% rise. This growth is remarkable given the maturity of this category, with Indonesia’s unique cultural and demographic dynamics accelerating progr

In 2025, polishes in Indonesia recorded a 6% current value increase, reaching IDR612 billion, primarily underpinned by the enduring necessity of shoe polish for formal workplace attire. This growth was further supported by a steady rise in median household disposable income, which reached IDR147 million in 2025, facilitating a broader consumer base for premium and convenience-oriented formats. Modern instant solutions are gaining significant traction, particularly among younger demographics who