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Sales grow fuelled by digital innovation, sustainability and a strong rebound in tourism
The personal accessories market in Indonesia is characterised by a mix of cultural pride, price sensitivity, and digital innovation. Sales grew by 5% in 2025 to reach IDR82,605.1 billion. This growth was driven by various factors, including the strong performance of premium labels and affordable, fashionable options from local e-commerce sellers. The market is expected to continue growing, with a projected CAGR of 7% by 2030. To succeed in this market, brands should focus on sustainability, digital innovation, and cultural relevance, as well as leveraging digital channels and localising production to cater to changing consumer preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories 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 Personal Accessories 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 Personal Accessories in Indonesia?
- Which are the leading brands in Personal Accessories in Indonesia?
- How significant is tourism in determining sales and demand for Personal Accessories in Indonesia?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Indonesia?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Indonesia
Sales grow fuelled by digital innovation, sustainability and a strong rebound in tourism
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Market polarisation has a big impact on the market
Smaller brands gain market share through digital channels
Chart 3 Local Brand Jims Honey Finds Success with Affordable, Stylish Bags and Wallets
Chart 4 Ma.Ja Watch: Blending Indonesian Heritage with Sustainable Innovation
Bright outlook for personal accessories in Indonesia
Traditional and connected watches lead growth with cultural relevance and innovation
Domestic brands strengthen their market position through localised production
Leading brands maintain share through segmentation and innovation
No significant mergers or acquisitions in 2025
Jewellery and watch specialists lead offline sales
Retail e-commerce grows rapidly with digital platforms
Hybrid shopping behaviour emerges as a key trend
Gen Z drives demand for customisable and affordable products
Chart 5 The Palace’s “Simple & Timeless” Jewellery Attracts Gen Z Shoppers
Local brands innovate with sustainable and cultural themes
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Indonesia 2025
Chart 8 Key Insights on Consumers in Indonesia 2025
Chart 9 Consumer Landscape in Indonesia 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Bags and Luggage in Indonesia
KEY DATA FINDINGS
Sales of bags and luggage grow as competition intensifies
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Local brands thrive as market polarisation intensifies competition
Gen Z drives demand for functional and stylish bags
Chart 12 Torch Targets Gen Z Consumers in Indonesia
Market polarisation impacts value growth
Chart 13 Jims Honey Uses Cultural Storytelling to Drive Sales in 2025
Gen Z to continue driving demand for functional and stylish bags
Local brands and sustainability set to be a growing feature of the market
Market polarisation will continue to impact growth
Chart 14 Premium Local Travel Bags vs Budget Backpack Brands
Local brands gain share as market polarisation intensifies competition
Emerging brands and sustainability influencing the market
Consumers prefer the tactile nature of in-store shopping
Retail e-commerce grows rapidly driven by online platforms and live commerce
Local brands and e-commerce drive market dynamics through innovation
Jewellery in Indonesia
KEY DATA FINDINGS
Younger consumers drive demand for trendy and affordable jewellery
Chart 15 Key Trends 2025
Chart 16 Analyst Insight
Gen Z driving growth with demand for affordable jewellery
Fine jewellery dominates the market despite challenges
Tariffs and supply chain pressures reshape market dynamics
Chart 17 Gold Jewellery Prices Surge
Chart 18 The Palace’s “Simple & Timeless” Jewellery Attracts Gen Z Consumers
Local brands expected to thrive with customisable and affordable jewellery
Fine jewellery set to maintain its dominance due to its cultural significance
Personalisation and unisex designs offer further avenues for growth
Leading manufacturers maintain share amidst changing landscape
Digital acceleration and changing consumer preferences creates new opportunities
Chart 19 Lore Jewellery’s Digital Rise
Jewellery and watch specialists dominate sales
Retail e-commerce gains traction in fashion jewellery
Emerging trends in retail channels
Digital-native brands drive growth with affordable custom jewellery
Traditional and Connected Watches in Indonesia
KEY DATA FINDINGS
Smartwatches the main growth driver in 2025
Chart 20 Key Trends 2025
Chart 21 Analyst Insight
Luxury and budget watches drive market polarisation
Chart 22 Indonesia’s Growing Gap Between High-End and Mass-Market Watches
Connected watches lead growth with health-tech innovation
Travel and tourism supports growth and informs new product development
Chart 23 Ma.Ja Watch: Blending Indonesian Heritage with Sustainable Innovation
Connected watches drive growth with health-tech innovation
Health-tech innovation, sustainability and exclusivity set to shape consumer preferences
E-commerce and local production to influence future sales
Xiaomi and Samsung lead through innovation
No significant mergers or acquisitions in 2025
Jewellery and watch specialists lead sales
Retail e-commerce drives growth in affordable connected watches
Omnichannel strategies bridge premium and affordable watch sales
Local brands drive innovation with cultural and sustainable touches
Chart 24 Exclusive Watch Launches in Indonesia with Local Cultural Touches
Ma.ja Watch showcases blend of heritage and innovation
Chart 25 Ma.Ja Watch: Blending Indonesian Heritage with Sustainable Innovation
Writing Instruments in Indonesia
KEY DATA FINDINGS
A positive year for writing instruments with sales driven by professionals and students
Chart 26 Key Trends 2025
Chart 27 Analyst Insight
Deli drives growth with strategic expansion and marketing
Chart 28 Deli Stationery Making its Mark in the Indonesian Market
Sustainability concerns influencing new product designs
New innovations shaping and informing the market
Faber-Castell drives growth with sustainable innovation and education
Pens remain dominant as colouring drives growth
Sustainability and digital innovation set to shape future sales
Faber-Castell leads through strategic investments and marketing
No mergers or acquisitions, but innovation drives future growth
Other non-grocery retailers lead with established presence
Retail e-commerce gains traction through its offer of convenience and variety
No emerging retail brands or concepts identified
Faber-Castell drives innovation with AR-enhanced products
Chart 29 Faber-Castell Launches AR-Enhanced Learning Tools for Indonesian Students
Kenko leads sustainability efforts with eco-friendly products
Chart 30 Kenko Eco Promotes Green Innovation in Writing Instruments
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
See all of our definitions
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This report originates from Passport, our Personal Accessories research and analysis database.
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