Sales of wipes in Indonesia continued to come solely from personal wipes in 2021 which, in turn, was still dominated by baby wipes. Products in this subcategory are widely available in Indonesia with many brands, pack sizes, variants, and price points which makes the category extremely accessible to consumers from all income groups.
Baby wipes continued to outperform general purpose wipes in both retail volume and retail current value sales in 2021. Indonesian parents seem to be willing to spend more money on products to ensure their children’s wellbeing than other products.
Aside from the dominance of leading brands of wipes such as Mitu, Mamy Poko and Cussons Baby, many new brands of wipes emerged during 2020 and 2021. These include Cotton Tree, Mooimom, Pure Kids, My Baby and Baby Safe baby wipes, and Saniter, Paseo, Dettol and Wetkins antibacterial personal wipes.
Throughout the forecast period, the retail current value growth rate will remain promising as the category still has plenty of room for further growth. Growth will accelerate over the forecast period as a result of economic improvements as disposable incomes for consumers rise which, in turn, will support sales in wipes.
Over the forecast period the demand for convenience will be one of the key drivers for growth in wipes. Urban dwellers especially will be increasingly interested in products that help to make their lives easier as many consumers in Indonesia are experiencing busier and more hectic lifestyles.
In the forecast years, competition is set to continue to increase as manufacturers will launch new products to appeal to more consumers. New product developments are anticipated in the form of new fragrances, softer materials, antibacterial agents, skin-softening ingredients and packaging innovations.
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Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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