Tissue and Hygiene in Indonesia

In 2024, tissue and hygiene in Indonesia registered a decline in current value sales, mainly driven by a sharper decrease in nappies/diapers/pants. In general, slow growth factors arose from global economic issues that impacted supply chains, the cost of materials, and fluctuating exchange rates. During 2023 and early 2024, the unemployment rate in the country increased, and the number of middle-income households continued to decline, lowering consumer confidence. Many Indonesians responded by d...

Euromonitor International's Tissue and Hygiene 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 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.


Tissue and Hygiene in Indonesia
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN INDONESIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Menstrual care enjoys robust value growth in 2024
Uni-Charm continues to lead in a highly consolidated field ahead of Kao and Softex
E-commerce continues its upward trajectory in 2024, hot on the heels of convenience stores
PROSPECTS AND OPPORTUNITIES
Robust growth expected for menstrual care in Indonesia over the forecast period
Rapid growth predicted for e-commerce, but convenience stores will continue to hold sway
Sustainability trend gains traction, but price will remain the deciding factor
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Further decline for nappies/diapers/pants in 2024 as consumer confidence is dented
Uni-Charm retains the lead, but Lucky Mom enjoys ongoing growth
E-commerce continues to enjoy rapid growth as it vies for share with convenience stores as the leading distribution channel
PROSPECTS AND OPPORTUNITIES
Significant growth expected for the category in the years ahead despite faltering birth rate
Players will increasingly engage on social media platforms to engage with consumers
Innovation will be important, but price will remain key
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for retail adult incontinence remains low compared to earlier in the review period
Softex leads in a highly consolidated competitive landscape in 2024
Convenience stores remains for retail adult incontinence in 2024
PROSPECTS AND OPPORTUNITIES
Category growth will be significantly driven by Indonesia’s ageing population in the coming years
E-commerce will continue to see growth, but convenience stores will remain the channel of choice
Significant scope for further innovation in a relatively immature product area
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
General-purpose wipes benefits from shift in consumer hygiene behaviour, post-pandemic
Mitu enjoys widespread brand recognition and consumer loyalty to lead the field
E-commerce growth continues apace thanks to the convenience factor and ongoing price sensitivity
PROSPECTS AND OPPORTUNITIES
Turnaround of fortunes expected for wipes in the years ahead
Solid growth expected for e-commerce in the years ahead
Sustainability and skin health set to become significant trends in wipes
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2019-2024
Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Moderate growth for retail tissue in Indonesia in 2024
Paseo benefits from raised awareness after partnership with national football team
Supermarkets continues to lead but loses share to e-commerce in 2024
PROSPECTS AND OPPORTUNITIES
Optimistic outlook for retail tissue over the forecast period
E-commerce will continue its upward trajectory, but Indonesians will still value brick-and-mortar stores
Convenience and natural products will attract interest, but price will be key
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2019-2024
Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Tourism boom supports growth of away-from-home tissue and hygiene in 2024
Ageing population supports category growth, particularly AFH adult incontinence
Limited innovation as manufacturers’ priorities lie elsewhere
PROSPECTS AND OPPORTUNITIES
Urbanisation and ageing population will support category growth over the forecast period
Horeca will continue to dominate sales of AFH tissue and hygiene as tourism enjoys post-pandemic recovery
Sustainability trend will continue to gain traction, but competitive pricing will be vital
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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