COMPETITIVE LANDSCAPE
Philips maintains lead through broad distribution and innovation
In 2025, Philips maintained its leadership position in the personal care appliances market with a 21% market share, due to its broad official distribution and strong local presence. It was followed by Panasonic with a 13% share.
No mergers or acquisitions, continued innovation expected
There were no notable mergers or acquisitions in the personal care appliances market in Indonesia in 2025, and none are anticipated in 2026. The market is expected to continue growing, driven by affordability and multi-functionality.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 Personal Care Appliances 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 Care Appliances 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 Care Appliances in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Indonesia - Category analysis
KEY DATA FINDINGS
Affordable products and social media influence helping to drive growth
Affordable brands drive double-digit growth
Hair care appliances dominate sales
Influencers and multi-functionality shaping the market
Affordable brands and multi-functionality expected to fuel future growth
Influencers and social media will continue shaping consumer preferences
Multi-functionality will drive growth in key categories
Philips maintains lead through broad distribution and innovation
No mergers or acquisitions, continued innovation expected
E-commerce leads personal care appliances sales thanks to its wide product range
No new retail brands or concepts emerge in 2026
Multi-functionality and affordability drive growth in key categories
Enchen drives growth with innovative and affordable products
Influencers and social media boost product visibility
E-commerce the leading distribution channel
Consumer Appliances in Indonesia - Industry Overview
Small appliances driving positive growth in the overall consumer appliances market
Sluggish major appliances sales contrast with small appliances growth
Refrigeration appliances leads value sales, driven by health features
Influencers and social media drive sales of affordable appliances
Energy efficiency driving growth in consumer appliances
Refrigeration appliances to remain largest category in value terms
Energy efficiency, affordability and localisation shaping the future of consumer appliances
Miyako and Sharp lead the market with their affordable premium offerings
Merger and acquisition activity reshaping competitive dynamics
Midea’s Low-Energy-Consumption 1/2 PK Split Inverter Air Conditioner
Appliances and electronics specialists lead offline sales
E-commerce gains traction as a major distribution channel
No new retail brands or concepts expected to emerge in 2026
Sustainability and energy efficiency driving innovation
Influencers and social media shape consumer behaviour
Health and wellness features gain traction
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
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