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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Indonesia

Jun 2020

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

COVID-19 impact on tissue and hygiene

The initial response to the COVID-19 pandemic in Indonesia in 2020 has revealed stockpiling of certain tissue and hygiene products in anticipation of a lockdown and the need to self-isolate. This is set to impact some categories more than others with many retail tissue and hygiene products deemed essential.

COVID-19 country impact

As of 10 May 2020, Indonesia has seen around 970 deaths due to COVID-19 and 14,000 cases. Schools closed from 15 March across Indonesia, while non-essential businesses could only employ staff working from home from 23 March.

Demographic changes, premiumisation and demand for greater convenience influence trends within tissue and hygiene in 2019

Demographic changes in Indonesia continued to have a notable influence over the performance of several tissue and hygiene categories in 2019; an ageing population combined with increasing education in the form of seminars and strong marketing by players helped to drive the impressive performance recorded by retail adult incontinence at the end of the review period, as social stigma and taboos traditionally associated with this issue are starting to be broken down in the country but the category has much potential for further growth. On the other hand, declining birth rates in Indonesia are influencing demand for nappies/diapers/pants, a category which is dominated by disposable pants; this product type is used fairly early on in babies’ lives by local parents, and has continued to compete strongly with junior nappies/diapers in particular.

Consolidation amongst leading tissue and hygiene players makes it difficult for smaller brands to gain foothold in 2019

The competitive landscape of retail hygiene, the largest category within overall tissue and hygiene in Indonesia, remained fairly consolidated in 2019. It was led by Japanese player Uni Charm which offers a wide range of popular brands including Mamy Poko under nappies/diapers/pants and baby wipes, Charm under sanitary protection and Lifree under retail adult incontinence.

Demographics, premiumisation and demand for greater convenience lead to promising performance for tissue and hygiene over forecast period with longer-term impact of COVID-19 felt by some categories

Tissue and hygiene in Indonesia is predicted to record a strong performance over the forecast period. Longer-term effects of the COVID-19 pandemic are not expected for many of the categories as normalisation of purchasing behaviour is predicted from 2021 although a general increasing awareness of the need to adhere to stricter hygiene routines will influence demand for wipes, while demand for facial tissues, as local consumers venture outside of the home environment, will benefit from caution over the spreading of germs as they will want to contain these while coughing or sneezing by carrying pocket handkerchiefs on their person, leading to stronger demand for the latter compared to the review period.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

Demographic changes, premiumisation and demand for greater convenience influence trends within tissue and hygiene in 2019

Consolidation amongst leading tissue and hygiene players makes it difficult for smaller brands to gain foothold in 2019

Demographics, premiumisation and demand for greater convenience lead to promising performance for tissue and hygiene over forecast period with longer-term impact of COVID-19 felt by some categories

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Sanitary protection offers potential for further growth with players increasingly expanding their ranges to appeal to a wider audience

High brand loyalty in 2019 encourages players to innovate and add further value to category

Consolidated competitive landscape led by Japanese brands but local Softex continues to gain strong ground

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for versatile disposable pants drives performance of overall category in 2019

Innovation, segmentation and premiumisation influence players’ new launches in 2019

Indonesian consumers trust quality of leading Japanese brands but local Softex continues to gain ground in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail adult incontinence outperforms all tissue and hygiene categories in 2019 with potential for further impressive growth

Retail light adult incontinence remains underdeveloped in 2019 but has potential to attract wider audience

Consolidated competitive landscape between two main players but category still offers room for smaller brands to enter

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes retains dominance in 2019 due to its perception amongst local consumers as a multi-purpose product

Increasing premiumisation is adding further value to baby wipes in 2019

Megasari retains dominance due to main focus on wipes but loses share in 2019 to more dynamic players

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue offers potential for further growth in Indonesia, encouraging players to continue developing product portfolios in 2019 to attract wider audience

Asian Pulp & Paper strengthens global brand leadership through vertical integration

Graha Kerindo Utama continues to gain share through popular Tessa brand

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper retains domination of AFH tissue in 2019, while AFH adult incontinence continues to strongly perform due to low sales base

Rapidly developing infrastructure in Indonesia towards end of review period could offer further growth potential for AFH tissue

Brand leadership in away-from-home market dependent on region

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Demographic changes, premiumisation and demand for greater convenience influence trends within tissue and hygiene in 2019

Consolidation amongst leading tissue and hygiene players makes it difficult for smaller brands to gain foothold in 2019

Demographics, premiumisation and demand for greater convenience lead to promising performance for tissue and hygiene over forecast period with longer-term impact of COVID-19 felt by some categories

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

Demographic changes, premiumisation and demand for greater convenience influence trends within tissue and hygiene in 2019

Consolidation amongst leading tissue and hygiene players makes it difficult for smaller brands to gain foothold in 2019

Demographics, premiumisation and demand for greater convenience lead to promising performance for tissue and hygiene over forecast period with longer-term impact of COVID-19 felt by some categories

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Sanitary protection offers potential for further growth with players increasingly expanding their ranges to appeal to a wider audience

High brand loyalty in 2019 encourages players to innovate and add further value to category

Consolidated competitive landscape led by Japanese brands but local Softex continues to gain strong ground

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for versatile disposable pants drives performance of overall category in 2019

Innovation, segmentation and premiumisation influence players’ new launches in 2019

Indonesian consumers trust quality of leading Japanese brands but local Softex continues to gain ground in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail adult incontinence outperforms all tissue and hygiene categories in 2019 with potential for further impressive growth

Retail light adult incontinence remains underdeveloped in 2019 but has potential to attract wider audience

Consolidated competitive landscape between two main players but category still offers room for smaller brands to enter

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes retains dominance in 2019 due to its perception amongst local consumers as a multi-purpose product

Increasing premiumisation is adding further value to baby wipes in 2019

Megasari retains dominance due to main focus on wipes but loses share in 2019 to more dynamic players

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Indonesia

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue offers potential for further growth in Indonesia, encouraging players to continue developing product portfolios in 2019 to attract wider audience

Asian Pulp & Paper strengthens global brand leadership through vertical integration

Graha Kerindo Utama continues to gain share through popular Tessa brand