Beauty and Personal Care in Indonesia

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mass skin care continues to dominate, with consumers aiming for radiant skin
• Skintific drives growth from a low base thanks to its successful marketing approach
• Factors other than price are becoming more important in purchasing decisions

PROSPECTS AND OPPORTUNITIES

• Mass adult sun care set to see the most dynamic growth as awareness rises
• Halal labelling will be essential, especially from 2026
• Skin care set to be an element in more mass beauty and personal care products

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029

PREMIUM BEAUTY AND PERSONAL CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premium skin care sees growing interest in anti-ageing products from a younger age
• La-Roche Posay drives growth for leading player L'Oreal Indonesia
• Consumers value the purchasing experience when shopping for premium products

PROSPECTS AND OPPORTUNITIES

• Continued dynamic growth anticipated for sun care as awareness rises
• Segmented and hybrid products expected to be key trends moving forward
• Innovations in terms of effective and multifunctional products anticipated

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

BABY AND CHILD-SPECIFIC PRODUCTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth continues, although the falling birth rate prevents a stronger rise
• PZ Cussons Indonesia uses marketing and product development to extend its lead
• Retail e-commerce maintains growth, as consumers value the wide product range

PROSPECTS AND OPPORTUNITIES

• Baby wipes and baby and child-specific sun care will offer growth opportunities
• A stronger move towards natural and organic products in the forecast period
• Claims and ingredients will sway consumer choice

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

BATH AND SHOWER IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth continues despite tough economic conditions as manufacturers adapt
• Unilever takes action to try and stem its declining trend
• Promotional activities are important in the growth of retail e-commerce

PROSPECTS AND OPPORTUNITIES

• The switch from bar soap to body wash/shower gel is set to continue
• Skin care is becoming a more important element in body wash/shower gel
• Packaging design and eco-friendly materials will become increasingly important

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2019-2024
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
• Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

COLOUR COSMETICS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Social media contributes to continued dynamic growth for colour cosmetics
• Paragon maintains its lead, but Hebe Beauty rises due to consumer trust
• Retail e-commerce maintains its growth trend, but is outpaced by variety stores

PROSPECTS AND OPPORTUNITIES

• Lip products set to continue to drive value growth despite an already high base
• Affordability likely to be important in the purchasing decision moving forward
• Innovations in colours, textures, and hybrid products

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
• Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
• Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029

DEODORANTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Deodorant sprays sees the most dynamic growth due to convenience and efficacy
• Despite a falling share, Unilever maintains its lead, while Lion continues its rise
• The rise of e-commerce continues as consumers purchase from live-streams

PROSPECTS AND OPPORTUNITIES

• Sales of deodorant sprays set to overtake those of roll-ons
• Innovation and natural ingredients expected to contribute to growth in deodorants
• Halal deodorants set to grow as many consumers follow Islamic values

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2019-2024
• Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
• Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
• Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
• Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

DEPILATORIES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Challenges for depilatories, but growth continues as awareness of grooming rises
• Procter & Gamble faces headwinds from competing hair removal products
• Health and personal care stores sees share growth due to a wide product range

PROSPECTS AND OPPORTUNITIES

• Offering products to attract first-time users will be key to expand the consumer base
• Potential to ride the K-beauty wave to drive sales
• Skin-friendly products likely to be appreciated by consumers

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2019-2024
• Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
• Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
• Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
• Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

FRAGRANCES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mass men's fragrances sees exceptional growth due to better product availability
• HMNS benefits from consumers' search for value, and its celebrity partnerships
• Beauty specialists remains the leading distribution channel as trials remain popular

PROSPECTS AND OPPORTUNITIES

• Growth to be boosted by more people owning more than one fragrance
• New entrants from outside beauty and personal care set to continue
• Innovation and marketing will be key to attract consumers

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2019-2024
• Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
• Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
• Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
• Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

HAIR CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The consumer search for halal-certified products drives growth in relevant products
• Wide product range and constant innovation help extend Procter & Gamble's lead
• Convenience stores sees dynamism due to proximity, discounts, and promotions

PROSPECTS AND OPPORTUNITIES

• Salon professional hair care set to continue to see the most dynamic growth
• Innovations to address specific hair care concerns will remain important
• Ensuring scalp care with the addition of skin care ingredients

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2019-2024
• Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
• Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
• Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
• Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
• Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
• Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

MEN'S GROOMING IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The global grooming trend has a positive impact on mass men's skin care
• Kahf appeals with halal products and engagement with influencers
• Retail e-commerce appeals with deals, bundles, and wide range of options

PROSPECTS AND OPPORTUNITIES

• Changing attitudes to men's grooming likely to drive continued growth
• Multifunctional products and masculine branding likely to increase in importance
• Attracting younger consumers with effective products with sleek designs

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2019-2024
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2019-2024
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
• Table 95 NBO Company Shares of Men's Grooming: % Value 2020-2024
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2021-2024
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2024-2029
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2024-2029

ORAL CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Toothpaste remains the largest category, as it is seen as essential for daily hygiene
• Unilever maintains its lead, but loses share due to a switch to alternative brands
• Although small local grocers leads, it loses share to other distribution channels

PROSPECTS AND OPPORTUNITIES

• The move towards whitening/brightening products is set to continue
• Education will be key to drive growth in oral care in the forecast period
• Oral care innovations which do more than maintain hygiene will be crucial

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2019-2024
• Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
• Table 102 Sales of Toothbrushes by Category: Value 2019-2024
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
• Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
• Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
• Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
• Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

SKIN CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Exceptional growth for skin care despite an already high base, inspired by K-beauty
• The rise of Skintific is significant
• The strong rise of retail e-commerce continues due to numerous benefits

PROSPECTS AND OPPORTUNITIES

• As consumers prioritise skin care, further dynamic growth is anticipated
• Gaining a high share in moisturisers will be key to unlocking growth opportunities
• An anticipated focus on ingredients to attract consumers

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2019-2024
• Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
• Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
• Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
• Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
• Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

SUN CARE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rising awareness, hotter summers, and frequent reapplication drive growth
• Wahana Cosmetiks extends its lead due to affordability and a light texture
• Broad product selection and promotions help extend the lead of retail e-commerce

PROSPECTS AND OPPORTUNITIES

• More products and higher penetration set to drive growth
• Multifunctional product launches likely to be appreciated by consumers
• Features such as environmentally-friendly and high SPF will be important

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2019-2024
• Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
• Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
• Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
• Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029