Beauty and Personal Care in Indonesia

Report
124 Pages
April 2023
Region: Indonesia
Euromonitor International
ID: 2568011

In 2022, Coronavirus (COVID-19) in Indonesia shifted from a pandemic to an endemic situation. This influenced the decision-making of consumers in terms of purchasing beauty and personal care products. The return to more hectic and on-the-go pre-pandemic lifestyles provided a boost to a number of beauty and personal care products. For example, as consumers resumed work, school and social norms, they were more likely to use colour cosmetics as part of their daily routines. Similarly, more active l...

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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.

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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.

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BEAUTY AND PERSONAL CARE IN INDONESIA

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 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 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Price still matters the most for mass beauty and personal care products
Local brands trigger sales growth for mass beauty and personal care categories in Indonesia
Unilever and Procter & Gamble enjoy wide distribution

PROSPECTS AND OPPORTUNITIES

Healthy growth forecast triggered by continuous innovation and developments
Mass beauty and personal care to continue to be heavily influenced by the South Korea trend
Promotions set to continue to play a key role in driving sales via e-commerce

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium beauty and personal care leverages distinct target audience
Presence of cheaper alternatives and local products may lure away middle-income consumers
Premium international and large fmcg brands continue to drive omnichannel sales

PROSPECTS AND OPPORTUNITIES

Sustainable-beauty is a newly defined beauty term in the premium space
Premium brands and products to benefit from an exclusive, prestigious or elegant image
E-commerce to increase penetration but physical stores remain important for premium beauty and personal care

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Early marriages during the pandemic pave the way for the positive performance of baby and child-specific products at the end of the review period
Organic and natural-based ingredients and products are increasingly garnering attention as safer choices
All about trust

PROSPECTS AND OPPORTUNITIES

Healthy outlook for baby and child-specific products
Generation Y (millennials) and Generation Z are the two biggest potential target audiences for baby and child-specific products
Educating the population is crucial

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Less intensive use of hand sanitisers in 2022
Price hikes and inflation cause consumers to switch to cheaper alternatives
Players look to e-commerce platforms to reach more consumers

PROSPECTS AND OPPORTUNITIES

Aggressive marketing to play an increasingly influential role in bath and shower
Bar soap and body wash/shower gel are the key performers in the category
Lifebuoy and Johnson’s Baby show the importance of positive brand exposure and image

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2017-2022
Table 33 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 35 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 36 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 38 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to work, social and travel norms triggers healthy sales growth for colour cosmetics in Indonesia
Make-up products and the rise of cheaper options provide key trends in colour cosmetics
Social media continues to gain currency in players’ strategies

PROSPECTS AND OPPORTUNITIES

Healthy outlook for colour cosmetics in the forecast period
Sustainability to continue to grow in importance and scope in colour cosmetics
Millennials and Generation Z offer strong growth potential for colour cosmetics

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 45 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 46 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 47 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 48 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
The category performance is in line with the intensity of the population’s activities
New variants and formats to address concerns over regular deodorants
Wide product and distribution coverage and high consumer trust support Rexona’s leadership

PROSPECTS AND OPPORTUNITIES

Healthy outlook as consumers lead active lifestyles and awareness of personal care rises
Rising demand for natural ingredients and safer options
The cream and wipes formats are set to continue to emerge

CATEGORY DATA

Table 52 Sales of Deodorants by Category: Value 2017-2022
Table 53 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 55 NBO Company Shares of Deodorants: % Value 2018-2022
Table 56 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 57 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 58 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 59 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 60 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN INDONESIA

2022 DEVELOPMENTS

FRAGRANCES IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Fragrances starts to regain momentum
E-commerce boosts the emergence of local fragrances
Premium fragrances show resilience due to a loyal high-income consumer base, but alternatives lure lower-income consumers

PROSPECTS AND OPPORTUNITIES

Local fragrances to gain traction, but international brands continue to appeal to higher-end consumers
Consumers show a more sophisticated appreciation of fragrances
Consumer behaviour offers growth opportunities for local brands

CATEGORY DATA

Table 61 Sales of Fragrances by Category: Value 2017-2022
Table 62 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Fragrances: % Value 2018-2022
Table 64 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 65 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 66 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 67 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
New variants, new functions and the return to pre-pandemic lifestyles provide positive sales drivers for hair care at the end of the review period
Consumers look for hair care products for specific needs
E-commerce leverages price advantages to gain traction

PROSPECTS AND OPPORTUNITIES

Standard shampoos to drive the performance of hair care
Players enhance shampoo formulae to cater to hijab users
Kérastase officially enters e-commerce in Indonesia

CATEGORY DATA

Table 69 Sales of Hair Care by Category: Value 2017-2022
Table 70 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 71 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 72 NBO Company Shares of Hair Care: % Value 2018-2022
Table 73 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 74 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 75 LBN Brand Shares of Colourants: % Value 2019-2022
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 77 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 79 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Rising awareness of men’s grooming and related products underpins strong performance
Popular men’s grooming products are often problem-orientated
International players continue to lead, but come under growing pressure from small and local brands

PROSPECTS AND OPPORTUNITIES

Men’s grooming is a category with strong growth potential in Indonesia
E-commerce platforms to continue to widen the reach and promote men’s grooming products
Halal men’s skin care products emerge

CATEGORY DATA

Table 82 Sales of Men’s Grooming by Category: Value 2017-2022
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 86 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Healthy growth with specific variants perform well
Problems with cavities shape product trends
Toothbrushes and toothpaste remain core components of oral care regimens

PROSPECTS AND OPPORTUNITIES

Healthy outlook for oral care as consumers move towards health prevention to maintain wellbeing and save money

EC-Dent, the first toothpaste based on water hyacinth

K-Oral Care provides the latest innovation

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2017-2022
Table 92 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 93 Sales of Toothbrushes by Category: Value 2017-2022
Table 94 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 96 NBO Company Shares of Oral Care: % Value 2018-2022
Table 97 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 99 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 100 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 102 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Younger generations play a major role in the healthy performance of skin care
Products with active ingredients are the stars of the category
Local brands on a roll due to social media and new product development

PROSPECTS AND OPPORTUNITIES

Facial care set to continue to drive category performance
Products with hydration, brightening/whitening, skin tone and antibacterial properties offer strong growth opportunities
Shift towards simplicity and “less is better” skin care routines

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2017-2022
Table 105 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 106 NBO Company Shares of Skin Care: % Value 2018-2022
Table 107 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 109 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 110 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 113 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN INDONESIA

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sun care is an essential part of skin minimalism regimens
Product use increases as the population become more educated on sun care
Mass brands and female consumers are the main contributors to retail sales

PROSPECTS AND OPPORTUNITIES

Expansion of the product offer and higher consumer awareness underpin healthy growth forecast
Unilever releases latest Vaseline sun care product
Sunstick is a new innovation that is starting to become a trend

CATEGORY DATA

Table 115 Sales of Sun Care by Category: Value 2017-2022
Table 116 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 117 NBO Company Shares of Sun Care: % Value 2018-2022
Table 118 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 120 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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