Beauty and Personal Care in Indonesia

Beauty and personal care in Indonesia registered positive growth in both volume and current value terms in 2023,. As the country emerged from the pandemic, consumers spent more time outside the home, which meant that they were more likely to use products such as colour cosmetics and hair care products as part of their daily routines.

The Beauty and Personal Care in Indonesia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Mass products see positive growth, thanks to beneficial demographic trends and developments in the consumer behaviour
Body care products gain importance within mass personal care category
Israel-Hamas war impacts beauty and personal care landscape in Indonesia, with local companies benefiting from a growing presence

PROSPECTS AND OPPORTUNITIES

Healthy growth expected, with South Korean beauty products remaining popular
Israel-Hamas war will likely continue to have an impact on the competitive landscape, while Beiersdorf expands its production facility
Conscious beauty trend will gain traction, although science-backed claims will remain important

CATEGORY DATA

Table 90 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 91 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 92 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 93 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 94 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 95 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Modest growth in 2023, as price-sensitive middle-income consumers switch to cheaper alternatives
“Skinvestors” look to slow down the ageing process
Multinational brands drive sales

PROSPECTS AND OPPORTUNITIES

Premiumisation will continue apace within skin care
Growing threat of more affordable, local brands, but premium skin care will remain immune to this trend
Increasing focus on digital platforms, as players seek to enhance visibility

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy performance in 2023, despite further decline in national birth rate, with innovation driving growth in baby wipes
Organic and natural-based ingredients garner greater attention, as they are perceived as being safer choices
Manufacturers seek to build trust through online channels

PROSPECTS AND OPPORTUNITIES

Healthy outlook for baby and child-specific products
Education will play a key role in expanding sales
Organic/natural based ingredients will be increasingly popular, as manufacturers look to follow environmentally sustainable processes

CATEGORY DATA

Table 17 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 18 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 19 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 20 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 21 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 22 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 23 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 24 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 25 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 26 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 27 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

New product development plays important role in driving sales, particularly in terms of natural ingredients and lightening and brightening properties
Impending excise tax on plastic packaging is likely to have huge impact on bath and shower category
Lifebuoy seeks to maintain a positive brand image through social responsibility endeavours, while Johnson’s Baby switches talc formula, following series of lawsuits

PROSPECTS AND OPPORTUNITIES

Opportunity for whitening bath and shower products as players make use of innovative ingredients
Bath and shower will benefit from greater focus on body care
Local companies have potential to expand their presence by embracing halal green philosophy

CATEGORY DATA

Table 28 Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 31 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 32 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 33 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 34 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 35 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 36 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy growth in 2023, with lip products seeing a high level of innovation
Social media plays an increasingly important role in players’ marketing strategies, as embodied by Hebe Beauty
Cheap Chinese brands flood the category

PROSPECTS AND OPPORTUNITIES

Healthy outlook for colour cosmetics in the forecast period, with young consumers expected to shape the direction of the market
Chinese brands will continue to make waves, while players will also create more hybrid products, which provide skin care benefits
Sustainability to continue to grow in importance and scope in colour cosmetics

CATEGORY DATA

Table 37 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 38 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 40 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 41 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 42 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 43 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 44 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Disappointing performance in 2023, alongside consumer concerns about skin discoloration
Increasing demand for natural deodorants, as well as new formats
Unilever sees decline in sales in face of anti-Israel boycotts

PROSPECTS AND OPPORTUNITIES

Healthy outlook expected, thanks to development of new formats
Rising demand for more natural and safer options
Players will pursue new market segments, with Nivea introducing a new addition to its Hijab line deodorants

CATEGORY DATA

Table 96 Sales of Deodorants by Category: Value 2018-2023
Table 97 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 98 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 99 NBO Company Shares of Deodorants: % Value 2019-2023
Table 100 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 101 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 102 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 103 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 104 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Hair removal treatments by skin care clinics hinder performance of depilatories
Procter & Gambel retains prominence in women’s razors and blades

PROSPECTS AND OPPORTUNITIES

Healthy outlook expected, as price sensitive consumers seek out cheaper hair removal methods, albeit from low base

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2018-2023
Table 49 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 51 NBO Company Shares of Depilatories: % Value 2019-2023
Table 52 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 53 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Fragrances face competition from more affordable alternatives
Market sees increasing fragmentation
E-commerce helps local brands to gain the attention of the public

PROSPECTS AND OPPORTUNITIES

Local fragrances to gain traction, but international brands continue to appeal to higher-end consumers
Collaboration with popular local celebrities will be common marketing strategy
The Body Shop launches new fragrances based on natural ingredients during Fragrance Festival

CATEGORY DATA

Table 55 Sales of Fragrances by Category: Value 2018-2023
Table 56 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Fragrances: % Value 2019-2023
Table 58 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 61 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Products targeting specific hair care problems help drive sales
Impending excise tax on plastic packaging is likely to have huge impact on hair care category, especially standard shampoo
E-commerce leverages price advantages to gain traction

PROSPECTS AND OPPORTUNITIES

Standard shampoos to drive the performance of hair care
Players will target specific hair care issues, with hair loss being a key focus
Players enhance shampoo formulas to cater to hijab users

CATEGORY DATA

Table 105 Sales of Hair Care by Category: Value 2018-2023
Table 106 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 107 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 108 NBO Company Shares of Hair Care: % Value 2019-2023
Table 109 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 110 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 111 LBN Brand Shares of Colourants: % Value 2020-2023
Table 112 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 113 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 114 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 115 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 116 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 117 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising awareness of men’s grooming products underpins strong performance
Popular men’s grooming products tend to target specific problems
International players come under pressure from smaller brands

PROSPECTS AND OPPORTUNITIES

Men’s grooming has strong growth potential in Indonesia
Local brands will increasingly penetrate the category
Halal men’s skin care products emerge, with Kahf leading the way

CATEGORY DATA

Table 63 Sales of Men’s Grooming by Category: Value 2018-2023
Table 64 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 65 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 66 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 67 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 68 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 69 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 70 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 71 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Modest growth in 2023, as consumers cut back on non-essential expenditure
The younger generations are fuelling the growth of the category
Israel-Hamas war begins to impact competitive landscape

PROSPECTS AND OPPORTUNITIES

Healthy outlook for oral care as consumers move towards health prevention to maintain wellbeing and save money
Environmentally-friendly products will be highly sought after by consumers
Bricks-and-mortar retail channels will continue to dominate distribution of oral care

CATEGORY DATA

Table 118 Sales of Oral Care by Category: Value 2018-2023
Table 119 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 120 Sales of Toothbrushes by Category: Value 2018-2023
Table 121 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 122 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 123 NBO Company Shares of Oral Care: % Value 2019-2023
Table 124 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 125 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 126 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 127 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 128 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 129 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 130 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Younger generations play a major role in the healthy performance of skin care
Products with active ingredients continue to be highly sought after by consumers
Local brands gain traction

PROSPECTS AND OPPORTUNITIES

Facial care set to continue to drive category performance
Continued preference for whitening facial products, as well as those targeting skin conditions, such as acne
Forecast period will see greater support for local products

CATEGORY DATA

Table 72 Sales of Skin Care by Category: Value 2018-2023
Table 73 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 74 NBO Company Shares of Skin Care: % Value 2019-2023
Table 75 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 76 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 77 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 78 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 79 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 80 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 81 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 82 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN INDONESIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Growing levels of health awareness enhance the performance of sun care
“Less is more” trend enhances the performance of sun care
Mass brands are key contributors to retail sales

PROSPECTS AND OPPORTUNITIES

Expansion of the product offer and higher consumer awareness underpin healthy growth
New formats, such as sprays and sticks, provide consumers with a higher level of comfort and convenience
Players develop invisible sunscreens

CATEGORY DATA

Table 83 Sales of Sun Care by Category: Value 2018-2023
Table 84 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 85 NBO Company Shares of Sun Care: % Value 2019-2023
Table 86 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 88 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 89 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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