Executive Summary

Mar 2019
Hygiene awareness grows in Indonesia

Though consumption per capita is considerably lower compared to what it is in other countries in Asia Pacific, awareness about hygiene continuously increases in Indonesia along with better economic conditions. Retail tissue consumption per capita in Indonesia grew substantially over the 2013-2018 review period.

Eco-friendly products are aggressively marketed in 2018

Consumers are wiser and more selective when choosing products. In addition, awareness of environmental protection is increasing along with aggressive marketing campaigns from manufacturers.

Top players continue to dominate in respective tissue and hygiene categories

In the retail tissue category, Asia Pulp and Paper Co. is a giant corporation that successfully dominates tissue products through the combined value share of two brands: Paseo (distributed by NBO Pindo Deli Pulp & Paper Mills) and Nice (The Univenus Co).

Modern retailers for urban areas, traditional channels for rural areas

For urban consumers, modern retailers are the places to shop for household necessities, including tissue and hygiene products. Modern retailers offer consumers a more convenient shopping experience.

Growing population and increasing income expected to drive growth

Indonesia is a huge market, considering the size of population – as it is the third largest population in the Asia Pacific region, after China and India. Moreover, Indonesia’s economic growth remains strong under the current regime.

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Tissue and Hygiene in Indonesia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Indonesia for free:

The Tissue and Hygiene in Indonesia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tissue and Hygiene in Indonesia?
  • What are the major brands in Indonesia?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Tissue and Hygiene in Indonesia

EXECUTIVE SUMMARY

Hygiene awareness grows in Indonesia
Eco-friendly products are aggressively marketed in 2018
Top players continue to dominate in respective tissue and hygiene categories
Modern retailers for urban areas, traditional channels for rural areas
Growing population and increasing income expected to drive growth

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Indonesia

HEADLINES

PROSPECTS

Growing horeca business and infrastructure in Indonesia spur demand for tissue
Toilet paper still dominates AFH tissue category in Indonesia
Adult incontinence performs better in healthcare institutions than in retail

COMPETITIVE LANDSCAPE

Domination of Livi by Univenus is strongly felt in western region of Indonesia
Suparma and Sopanusa head-to-head in eastern region of Indonesia
Confidence brand becomes aggressive in healthcare institutions channel

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Indonesia

HEADLINES

PROSPECTS

As birth rate declines, demand for larger size increases
Right pack sizes for distribution channels
Environmental activists protest due to diapers polluting rivers

COMPETITIVE LANDSCAPE

Uni Charm Indonesia acquires DSG, whilst Softex caters to all market segments
New eco-friendly diapers launched
Amid tight competition between local brands, Aman Indah Makmur suffers a setback

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Indonesia

HEADLINES

PROSPECTS

Growing senior population in Indonesia increases demand for adult incontinence
Consumers in urban areas are more educated and less ashamed
Demand for light incontinence increasing in urban areas despite limited availability

COMPETITIVE LANDSCAPE

Lifree: variants and packaging colour are keys to winning competition within the retail landscape
Confidence achieved many awards, but diminishes on retail shelves
Within fragmented landscape, Oto and Bagus Entrust gaining more shelf space

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Indonesia

HEADLINES

PROSPECTS

Boxed facial tissues dominant in retail space
Toilet paper is the largest category, as recycled paper sales remain lacklustre
Paper towels are least preferred due to their resemblance to toilet rolls

COMPETITIVE LANDSCAPE

Asia Pulp & Paper leads with two major brands
Graha Kerindo Utama is the leading NBO
Lotte and Giant are present in more than one category

CATEGORY DATA

Table 38 Retail Sales of Tissue by Category: Value 2013-2018
Table 39 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 41 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 42 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 43 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Indonesia

HEADLINES

PROSPECTS

Product education, brand ambassadors needed to persuade consumers
Thickness level is the main consideration for Indonesian women
As Indonesian women prefer pads with wings, competition shifts to the length of pads

COMPETITIVE LANDSCAPE

Japanese brands successfully dominate towels, Softex follows
Carefree by Johnson & Johnson leads pantyliners
Uni Charm Indonesia leads slim/ultra-thin towels with Kao and Kimberly-Clark following closely

CATEGORY DATA

Table 44 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 45 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 46 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 47 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 48 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 49 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 50 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Indonesia

HEADLINES

PROSPECTS

Market shifts from general purpose wipes to baby wipes
Baby products penetrate rapidly through internet retailing
Product bundling to attract demand

COMPETITIVE LANDSCAPE

Mitu is top of the mind brand for wet wipes
Baby brands have an advantage in baby wipes
Private label share of general purpose wipes cannot be underestimated

CATEGORY DATA

Table 51 Retail Sales of Wipes by Category: Value 2013-2018
Table 52 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 54 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 55 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 56 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023