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Documente Profesional
Documente Cultură
Contents
EXECUTIVE
SUMMARY
CONSUMERS
THE MARKET
INNOVATION
WHERE TO
NEXT?
Executive Summary
CONSUMERS
Having a white skin complexion continues to
be the goal for most Indonesian women.
However, the notion of being comfortable with
ones skin colour is slowly growing. Google
data shows the search for olive skin and
brown skin is growing. The finding is an
indication people are starting to become more
confident of their skin tone.
The market for beauty tools is taking off. As
more women enter the workforce, they will
have more disposable income to pamper
themselves. The growth and popularisation of
e-commerce has also made beauty tools
accessible to more consumers looking to enjoy
professional-like treatment at home.
Men are moving away from the metrosexual
clean-shaven look to one that is bearded with
focus on masculinity. Such development is
opening ways for new brand engagement.
WHAT IT MEANS
THE MARKET
INNOVATION
Brands are coming up with more effective antiageing products that are scientifically proven to
reduce visible signs of ageing. Natural antiageing products are being promoted as safer
alternatives, while halal anti-ageing taps into the
growing emphasis on halal cosmetics.
The facial care market is expected to grow at a CAGR of 9.7% from 2015 to 2019. The low per capita
consumption of only USD1.5 shows vast growth opportunities for the category. The whitening and
cleansing categories are expected to continue to account for the largest share of the market but antiageing and mens skin care are the growth areas.
Consumers
Google Trends
The Market
10
Recent Developments
Looking Ahead
Market
Segmentation
Billion
Forecast
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Source: Pengusaha dan Asosiasi Kosmetika Indonesia (Association of Entrepreneur Cosmetics Indonesia), Company Information, Trade Interviews, Mintel
Indonesias facial care market is growing at a low base of IDR4.6 trillion (USD387 million) in 2014, which is equivalent to p er capita
spending of only USD1.5. The market expanded at a CAGR of 13.6% in the past five years and is expected to grow at a slower pace of
9.7% in the next five years (2015-2019) to reach IDR8.3 trillion.
The country has a young demographic where 85.6% of the estimated 253 million population in 2014 were below the age of 55, of which
the estimated median age in 2014 was 29.2. Only 22.1% of the population in a 2011 survey belonged to the low income segment w ith
IDR20.4 million a year. The middle class comprised 60.9% and high income 17%. The favourable demographic and income factors will
trigger growth for the beauty product sector.
11
20.0
0.0
South Korea
Japan
Australia
Malaysia
China
Thailand
Indonesia
Vietnam
India
Source: Pengusaha dan Asosiasi Kosmetika Indonesia (Association of Entrepreneur Cosmetics Indonesia), Company Information, Trade Interviews, Mintel
Indonesia has one of the lowest per capita facial care spendings in the Asia-Pacific region at USD1.5 per person in 2014. In Indonesia,
facial care competes with body care and soap, bath and shower products. Indonesian consumers spent the most on body care with a per
capital spend of USD2.5 in 2014, followed by soap, bath and shower products at USD2.4. The per capita spending on colour cosmetic is
the lowest at USD1.1 in 2014. The low per capita spent on facial care is a reflection of low access to facial care for most o f the
population. As income rises, consumers will have income for more discretionary spending including facial care.
12
1%
3%
16%
32%
19%
30%
Cleansers/Toners
Skin Whiteners & Lighteners
Hydrating/Moisturising
Anti-ageing
Specialised
Masks
13
2%
4%
5% 4%
7%
35%
7%
10%
12%
15%
Unilever PLC
Kao Corporation
Martha Tilaar Group
The Procter & Gamble Company
PT Mustika Ratu Tbk
Kino Corporation
Beiersdorf AG
Johnson & Johnson Services, Inc.
PT Vitapharm
Others
14
15
Innovation
16
Natural whitening
17
Roll back the years: Natural black food ingredients for skin care
18
19
Seven naturally-derived
active ingredients
including Corsican honey
20
21
Pond's Age Miracle Firm & Lift Face & Neck Lifting Day
Cream SPF 30 PA+++
Milott Laboratories
Features Instant Lift technology and described as a
luxurious, highly concentrated lifting cream proven to
visibly firm and lift the skin contour. It also deliver
double lifting effect from the first drop .
22
23
24
C-Defense DD Cream
25
26
Kemuning extract to
maintain moisture
27
Relaunched with
new Taurine Boost system
Energising moisturiser
29
Magnetic charcoal
30
Herb anti-dust
31
What it means
The facial care market is expected to grow to IDR8.3
trillion by 2019, rising from IDR4.6 trillion (USD387
million) in 2014. The low per capita consumption of only
USD1.5 in 2014 means there are still growth
opportunities. Growing personal income will help skin care
companies improve their household penetration. Growing
awareness will also increase usage frequency and trial.
32
Consumer
Ngonoo.com, Kampangye Putih, Raisa Dihujani Kritik Oleh Para Netizen (Raisa
criticised by netizens for her whitening campaign), 24 April 2015
SWA, Panasonic Targetkan Kuasia 15% Produk Alat Kecantikan (Panasonic
aims to capture 15% share of beauty tool market), 12 December 2012
Jakarta Post, Govt to complete e-commerce
roadmap by end of month, 12 September 2015
Market
Product
Innovation
33
34
35
36
mintel.com