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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Indonesia

Mar 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

The COVID-19 pandemic had a mixed impact on tissue and hygiene product categories in 2020. The only category to enjoy accelerated retail volume and current value growth in 2020 was wipes as products in this category became a focus of consumers’ health and hygiene concerns related to the COVID-19 pandemic.

COVID-19 country impact

Due to the emergence of COVID-19 in China, Indonesia banned all flights from and to mainland China starting from 5 February. It was subsequently confirmed that the COVID-19 crisis had spread to Indonesia on 2 March 2020, when two locals tested positive for the virus, having been infected by a Japanese national.

Company response

In response to the effects of the COVID-19 pandemic companies were forced to adapt to the changing circumstances. As the success of personal wipes in 2020 became clear, number of key players from other retail categories expanded into retail personal wipes to take advantage of the surge in interest for these products during the COVID-19 pandemic.

Retailing shift

In 2020, during the COVID-19 pandemic when consumers were required to stay at home in Indonesia, many consumers preferred to purchase products in tissue and hygiene by texting or calling supermarkets and other grocery retailers nearby to play orders. Grocery retailers would then deliver the products direct to consumers’ homes so that consumers did not have to expose themselves to potential infection to purchase essential items.

What next for tissue and hygiene?

In the short term, the COVID-19 pandemic is expected to remain a considerable presence in the lives of Indonesian consumers in 2021. The rate at which the epidemiological situation improves will depend on the successful provision of the vaccine in Indonesia.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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.

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Tissue and Hygiene in Indonesia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail current value growth slows as consumers spend more time at home during the COVID-19 crisis

Standard towels continue to dominate the category although slim/thin/ultra-thin towels are on the rise

Religious and cultural sensitivity remains a key to success in Indonesia

RECOVERY AND OPPORTUNITIES

Sanitary protection is on the rise as the COVID-19 crisis comes to an end

Unit prices set to rise as consumers upgrade to better quality products

Top three players continue to dominate the competitive landscape

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail current value growth slows as consumers cut spending in the fact of economic uncertainty

Affluent consumers continue to prefer more comfortable disposable products

Disposable pants on the rise as consumers favour convenience

RECOVERY AND OPPORTUNITIES

Rapid recovery ahead for nappies/diapers/pants as consumers return to normal shopping patterns

The future is bright for disposable pants as manufacturers continue to launch new products

Leading players ramp up marketing activities to create brand awareness

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail adult incontinence records double-digit growth despite the upheaval of COVID-19

Players battle the social stigma around adult incontinence as products become more widely available

Leading players continue to invest in product development and marketing

RECOVERY AND OPPORTUNITIES

Strong growth ahead as the category continues to expand in Indonesia

A rise in disposable incomes will support demand for convenience

Moderate/heavy adult incontinence will continue to lead the category

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Personal wipes remains the only significant presence in wipes

Indonesian parents splash out on baby wipes as premiumisation adds value to baby wipes

2020 sees new entrants from other categories

RECOVERY AND OPPORTUNITIES

Growth set to dip following its COVID-19 peak

Urban living and hectic schedules to increase demand for wipes

New entrants look set to shake up the competitive landscape

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2015-2020
Table 38 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 40 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 41 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Value growth slows in 2020 as consumers fall on hard times financially

Wateru enters Indonesia with eco-friendly bamboo retail tissue products

Graha Kerindo Utama PT retains leadership amidst COVID-19 upheaval

RECOVERY AND OPPORTUNITIES

The future looks bright for retail tissue as the category continues to grow

Economic recovery will speed growth in the coming years

Unit price rises ahead as raw materials become more expensive

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2015-2020
Table 44 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 46 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 47 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Category records declining sales but changing health and hygiene requirements drive growth of away-from-home hygiene during the COVID-19 crisis

Players adapt to COVID-19 conditions as away-from-home consumption plummets

AFH toilet paper continues to dominate the category as healthcare expansion spurs growth in AFH adult incontinence

RECOVERY AND OPPORTUNITIES

Things can only get better in away-from-home tissue as life returns to normal

AFH adult incontinence will continue to lead growth as the population continues to age

Away-from-home tissue and hygiene posts better prospects for growth than its retail counterparts

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 51 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Indonesia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Indonesia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail current value growth slows as consumers spend more time at home during the COVID-19 crisis

Standard towels continue to dominate the category although slim/thin/ultra-thin towels are on the rise

Religious and cultural sensitivity remains a key to success in Indonesia

RECOVERY AND OPPORTUNITIES

Sanitary protection is on the rise as the COVID-19 crisis comes to an end

Unit prices set to rise as consumers upgrade to better quality products

Top three players continue to dominate the competitive landscape

CATEGORY DATA

Nappies/Diapers/Pants in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail current value growth slows as consumers cut spending in the fact of economic uncertainty

Affluent consumers continue to prefer more comfortable disposable products

Disposable pants on the rise as consumers favour convenience

RECOVERY AND OPPORTUNITIES

Rapid recovery ahead for nappies/diapers/pants as consumers return to normal shopping patterns

The future is bright for disposable pants as manufacturers continue to launch new products

Leading players ramp up marketing activities to create brand awareness

CATEGORY DATA

Retail Adult Incontinence in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Retail adult incontinence records double-digit growth despite the upheaval of COVID-19

Players battle the social stigma around adult incontinence as products become more widely available

Leading players continue to invest in product development and marketing

RECOVERY AND OPPORTUNITIES

Strong growth ahead as the category continues to expand in Indonesia

A rise in disposable incomes will support demand for convenience

Moderate/heavy adult incontinence will continue to lead the category

CATEGORY DATA

Wipes in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Personal wipes remains the only significant presence in wipes

Indonesian parents splash out on baby wipes as premiumisation adds value to baby wipes

2020 sees new entrants from other categories

RECOVERY AND OPPORTUNITIES

Growth set to dip following its COVID-19 peak

Urban living and hectic schedules to increase demand for wipes

New entrants look set to shake up the competitive landscape

CATEGORY DATA

Retail Tissue in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Value growth slows in 2020 as consumers fall on hard times financially

Wateru enters Indonesia with eco-friendly bamboo retail tissue products

Graha Kerindo Utama PT retains leadership amidst COVID-19 upheaval