Wipes in Indonesia

PROSPECTS

Market shifts from general purpose wipes to baby wipes

Previously, the wet wipes arena was fragmented, based on usage types such as wipes for men, wipes for make-up removal, wipes for general purpose, and baby wipes. Currently, consumers have become less interested in purchasing specific usage types.

Baby products penetrate rapidly through internet retailing

The growth of baby wipes recently cannot be separated from the latest trend on baby products. Millennial mothers nowadays have greater access to the internet and online retailing.

Product bundling to attract demand

Price wars between brands in the wet wipes industry are intensifying as promotions are offered to capture a larger share of the market. Since many brands including private label have entered the arena, they are all hoping to capture a larger volume share through pricing promotions and discounts to encourage consumers to pick their brands.

COMPETITIVE LANDSCAPE

Mitu is top of the mind brand for wet wipes

Overall, Megasari Makmur is the undisputed leader in wet wipes through its prominent brand, Mitu. Besides its leadership in baby wipes, Mitu also holds the dominant value share in general purpose wipes.

Baby brands have an advantage in baby wipes

In baby wipes specifically, Mitu leads, but it is followed closely by its rival, Cussons. The Cussons brand is very familiar to Indonesian consumers as a baby products brand.

Private label share of general purpose wipes cannot be underestimated

Aside from competition between prominent brands, private label’s share cannot be underestimated. All grocery retailers have been very aggressively expanding the space for their own private label lines.

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