인도네시아의 티슈 및 위생용품 시장

Tissue and hygiene in Indonesia was characterised by intense price competition and a current value decrease of 2% to IDR53,204 billion in 2025. This was very different from other regional markets where value sales recovered and inflationary pressures eased. Weak consumer confidence and limited household budgets led to a preference for more affordable brands. Innovative pack formats, deep promotions, and broad distribution supported retail volume growth, although such activity eroded value sal...

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 2021-2025, 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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Cussons and Mitu Boost Sales as Affordability Trumps Premium Features

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 Big bundles and micro-packs drive affordability

Confidence Redefines Adult Incontinence as Stigma Fades and Brands Look to Empower Women

CHART 3 Confidence launches Pants Daily Fresh: breaking stigma and empowering active women 40+

Blood Leverages Clean Wellness Claims to Capture Young Consumers

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

E-Commerce Competition and New Entrants Reshape Pricing Dynamics

Premiumisation in Adult Care Accelerates as Social Media Drives Adoption

Affordable Innovation and Natural Claims Broaden Consumer Appeal

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Uni-Charm Indonesia Pt and Softex Indonesia Pt Protect Share as Newcomers Leverage Value

CHART 8 Analyst Insight for Tissue and Hygiene

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Offline Retailers Hold Ground as Online Rivals Intensify Promotional-Led Growth

Livestream Promotions and Flash Sales Drive Digital Channel Momentum

Blood Leverages Omni-Channel Strategy to Win Young Deal-Seekers

CHART 11 Retail Channels 2020-2025

Economic Context

CHART 12 Economic Context for Tissue and Hygiene

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Tissue and Hygiene

CHART 16 Population 2020-2030

CHART 17 Consumer Expenditure 2020-2030

CHART 18 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Laurier and Charm Drive Value through Bundles and Micro-Packs
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 20 Bundles win on value and micropacks drive trial
• Softex Captures Young Users by Linking Cooling Innovation with Events
• CHART 21 Softex Beary Cool: cooling pads launch at youth-focused event Lalala Fest
• Blood Leverages Natural Corn Pads to Win Younger, Eco-Conscious Users
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Expansion into Rural Areas Is Set to Unlock Consumer Demand
• Towels Maintain Lead While Disposable Period Pants See Accelerati
• Rising Demand for Natural Products Reshapes Brand Strategies
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Uni-Charm and Kao Defend Lead as Blood Grows through Localised Innovation
• CHART 27 Analyst Insight for Menstrual Care
• CHART 28 Company Shares 2025
• CHART 29 Brand Shares 2025
• Channels
• Traditional Retailers Lead as E-Commerce Gains Traction Through Exclusive Tiktok Promotions
• CHART 30 Retail Channels 2020-2025
• Economic Context
• CHART 31 Economic Context for Menstrual Care
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Menstrual Care
• CHART 35 Population 2020-2030
• CHART 36 Consumer Expenditure 2020-2030
• CHART 37 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN INDONESIA

• Key Data Insights
• 2025 Developments
• Mamypoko Lowers Entry Barriers with Affordable Single Packs to Sustain Demand
• Key Industry Trends
• CHART 38 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 39 MamyPoko launches affordable single-pack diapers
• Sweety and Makuku Drive Premium Innovation, but Price Trumps Quality for Most Buyers
• CHART 40 Sweety launches Indonesia's first dual-zone diaper
• Brands Respond to Clean Wellness as a Top Priority for Parents
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 Value Sales by Category 2025
• What's Next?
• Affordability to Remain Chief Concern Even as Innovation Gains Traction
• Disposable Pants Accelerate Growth as Pack Innovation Widens Appeal
• Smaller Packs and Constant Innovation Redefine Business Models
• CHART 44 Forecast Value Sales 2020-2030
• CHART 45 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Mamypoko and Sweety Defend Lead as Baby Happy Gains Traction with Low-Cost Strategy
• CHART 46 Analyst Insight for Nappies/Diapers/Pants
• CHART 47 Company Shares 2025
• CHART 48 Brand Shares 2025
• Channels
• Grocery Retailers Sustain Lead as E-Commerce Accelerates Competition
• Promotions and Smaller Pack Sizes Drive Channel Strategies
• New Entrants Leverage Digital Strategies to Challenge Established Players
• CHART 49 Retail Channels 2020-2025
• Economic Context
• CHART 50 Economic Context for Nappies/Diapers/Pants
• CHART 51 Real Gdp Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Nappies/Diapers/Pants
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Confidence Transforms Perceptions and Drives Robust Sales Growth
• Key Industry Trends
• CHART 57 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 58 Confidence launches Pants Daily Fresh: breaking stigma and empowering active women 40+
• Pants-Style Innovation Reshapes Demand among Active Adults
• CHART 59 Confidence launches Pants Daily Fresh: seamless, thin, and made for active adults
• Lifree and Confidence Drive Adoption with Health and Lifestyle Focus
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 Value Sales by Category 2025
• What's Next?
• Younger Consumers Drive Demand as Premium Features Expand
• Moderate and Heavy Needs Shape Innovation and Value Creation
• E-Commerce and Convenience Stores Reshape How Families Shop
• CHART 63 Forecast Value Sales 2020-2030
• CHART 64 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Softex Indonesia Overtakes Uni-Charm Indonesia as Innovation Shifts Consumer Loyalty
• CHART 65 Analyst Insight for Retail Adult Incontinence
• CHART 66 Company Shares 2025
• CHART 67 Brand Shares 2025
• Channels
• Convenience Retailers Are Key Channel for Adult Incontinence
• E-Commerce Attracts Deal Seekers with Privacy and Live Shopping
• Major Brands Embrace Omni-Channel Approach
• CHART 68 Retail Channels 2020-2025
• Economic Context
• CHART 69 Economic Context for Retail Adult Incontinence
• CHART 70 Real Gdp Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Consumer Context for Retail Adult Incontinence
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN INDONESIA

• Key Data Insights
• 2025 Developments
• Cussons and Mitu Use Bundle Deals to Drive Value Sales Online
• Key Industry Trends
• CHART 76 Key Industry Trends for Wipes
• Industry Performance
• CHART 77 Big bundles dominate: Cussons and Mitu Lead Online Sales with 4- and 6- Pack Deals
• Personal Wipes Maintain Lead as Food-Grade Features Become Standard
• Cussons Embraces Affiliate Engagement as E-Commerce Gains Traction
• CHART 78 Cussons empowers mums through affiliate engagement
• CHART 79 Value Sales 2020-2030
• CHART 80 Value Sales by Category 2025
• What's Next?
• Heavy Focus on Pricing Strategies as Consumers Prioritise Value
• Personal Wipes Sustain Volume Leadership as Core Hygiene Needs Persist
• Natural Ingredients and Smaller Packs Shape Consumer Expectations and Margins
• CHART 81 Forecast Value Sales 2020-2030
• CHART 82 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Megasari Makmur and Cussons Sustain Dominance with Price-Led Strategies
• Wings Group'S Kodomo Leverages Rural Reach and Natural Messaging
• CHART 83 Analyst Insight for Wipes
• CHART 84 Company Shares 2025
• CHART 85 Brand Shares 2025
• Channels
• E-Commerce Disrupts Established Offline Players with Aggressive Pricing
• Chinese Online Entrants Intensify Price Competition and Reshape Demand
• CHART 86 Retail Channels 2020-2025
• Economic Context
• CHART 87 Economic Context for Wipes
• CHART 88 Real Gdp Growth 2020-2030
• CHART 89 Inflation 2020-2030
• Consumer Context
• CHART 90 Consumer Context for Wipes
• CHART 91 Population 2020-2030
• CHART 92 Consumer Expenditure 2020-2030
• CHART 93 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN INDONESIA

• Key Data Insights
• 2025 Developments
• Urbanisation and Price Promotions Support Volume Growth
• Key Industry Trends
• CHART 94 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 95 Nice reinforces affordability messaging with value-packed promotions
• Facial Tissue Remains the Largest Category
• Paseo Captures Attention with Festival Launch and Influencer Strategy
• CHART 96 Paseo's Opulence Collection debuts with bold festival activation and TikTok star appeal
• CHART 97 Value Sales 2020-2030
• CHART 98 Volume Sales 2020-2030
• CHART 99 Value Sales by Category 2025
• What's Next?
• Toilet Paper Adoption in Secondary Cities Fuels Sustained Value Growth
• Boxed Facial Tissue Leverages Convenience to Accelerate Volume Gains
• Price-Sensitive Households Shape Channel and Product Innovation Strategies
• CHART 100 Forecast Value Sales 2020-2030
• CHART 101 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Graha Hijau Utama Pt Sustains Leadership Position
• CHART 102 Company Shares 2025
• CHART 103 Brand Shares 2025
• Channels
• Offline Retailers Maintain Dominance in Tissue
• App Group Leverages Scale to Defend Share against Imports
• Brands Respond to E-Commerce Growth with Digital Adaptation
• CHART 104 Retail Channels 2020-2025
• Economic Context
• CHART 105 Economic Context for Retail Tissue
• CHART 106 Real Gdp Growth 2020-2030
• CHART 107 Inflation 2020-2030
• Consumer Context
• CHART 108 Consumer Context for Retail Tissue
• CHART 109 Population 2020-2030
• CHART 110 Consumer Expenditure 2020-2030
• CHART 111 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN INDONESIA

• 2025 Developments
• Cost Focus Outweighs Innovation as Growth Slows
• Key Industry Trends
• CHART 112 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• CHART 113 Livi's product offerings remain unchanged, with no new developments observed
• Away-From-Home Tissue Rolls Gain Traction in Low-End Foodservice
• Government Budget Cuts Reduce Afh Tissue Usage and Slow Value Growth
• CHART 114 Cost Efficiency Drives Tissue Roll Adoption in Indonesia's Low End Food Service Sector
• CHART 115 Value Sales 2020-2030
• CHART 116 Value Sales by Category 2025
• What's Next?
• Government-Backed Business Revival Unlocks Untapped Tissue Demand
• Tissue Rolls Retain Lead as Hygiene Accelerates on Demographic Change
• Price-Led B2b Sales and Urban Growth Shape Future Opportunity
• CHART 117 Forecast Value Sales 2020-2030
• CHART 118 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Livi Sustains Leadership as Pricing Eclipses Innovation in B2b Supply
• Channels
• B2b Tenders Sustain Traditional Supply as Innovation Stalls
• CHART 119 Retail Channels 2020-2025
• Economic Context
• CHART 120 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 121 Real Gdp Growth 2020-2030
• CHART 122 Inflation 2020-2030
• Consumer Context
• CHART 123 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 124 Population 2020-2030
• CHART 125 Consumer Expenditure 2020-2030
• CHART 126 Population by Generation 2025
• Country Reports Disclaimer