Competitive Landscape
Uni-Charm and Kao Defend Lead as Blood Grows through Localised Innovation
Menstrual care in Indonesia remains highly concentrated, with the top three companies accounting for nearly 80% of value share in 2025. Uni-charm Indonesia TBK PT leads with a 31% share, followed by Kao Indonesia PT at 28%, and Softex Indonesia PT at 20%.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menstrual Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menstrual Care in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Menstrual Care in Indonesia?
- Which are the leading brands in Menstrual Care in Indonesia?
- How are products distributed in Menstrual Care in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Indonesia - Category analysis
Key Data Insights
Laurier and Charm Drive Value through Bundles and Micro-Packs
Laurier and Charm Drive Value through Bundles and Micro-Packs
Softex Captures Young Users by Linking Cooling Innovation with Events
Blood Leverages Natural Corn Pads to Win Younger, Eco-Conscious Users
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
Uni-Charm and Kao Defend Lead as Blood Grows through Localised Innovation
Traditional Retailers Lead as E-Commerce Gains Traction Through Exclusive Tiktok Promotions
Tissue and Hygiene in Indonesia - Industry Overview
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Key Data Insights
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Confidence Redefines Adult Incontinence as Stigma Fades and Brands Look to Empower Women
Blood Leverages Clean Wellness Claims to Capture Young Consumers
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
Uni-Charm Indonesia Pt and Softex Indonesia Pt Protect Share as Newcomers Leverage Value
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
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menstrual Care research and analysis database.
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