The small cooking appliances market in Indonesia recorded 3% volume growth in 2025, driven by increasing demand for affordable and energy-efficient products. The market continued to grow despite weaker overall consumption of durable goods, with retail sales supported by the rising median disposable income per household. The urban population was also continuing to grow, further driving demand for small cooking appliances that meet consumer needs for health, efficiency and convenience. As a result

The dishwashers market in Indonesia experienced modest growth in 2025, with a 3% increase in retail volume to 36,000 units, driven by manufacturers’ emphasis on energy efficiency and compact designs. Helped by still low penetration, the dishwashers market is expected to continue growing, boosted by rising disposable incomes and urbanisation. To succeed, brands should focus on developing energy-efficient and compact products, leveraging digital marketing campaigns to build awareness, and adapting

Personal care appliances in Indonesia recorded double-digit percentage growth in 2025, driven by the increasing availability of affordable brands and models, as well as the influence of social media and influencers. The rising median disposable income per household in Indonesia was supporting consumer purchasing power. E-commerce continued to drive sales as the leading distribution channel, offering a wide variety of products across different price points. The market is expected to continue grow

The home laundry appliances market in Indonesia recorded a retail volume decline of 1% to 3.0 million units in 2025. Despite economic uncertainties, certain categories such as automatic dryers and automatic washer dryers showed significant growth, driven by their convenience and practicality. The market is expected to experience positive growth over the forecast period, driven by the increasing adoption of smart technologies and rising disposable incomes, with retail sales forecast to reach 3.8

The consumer appliances market in Indonesia exhibited a mixed performance in 2025, with major appliances experiencing a decline in volume sales due to economic uncertainty, while small appliances continued to grow, driven by e-commerce and social media trends. Despite only a slight decrease in consumer confidence, certain consumer appliances remained in demand, driven by trends such as sustainability, energy efficiency, and health and wellness. Indonesia’s urban population reached 171 million in

Microwaves recorded strong growth in Indonesia in 2025, with an 8% increase in retail volume terms to reach 388,000 units, driven by affordability, energy efficiency and the rising popularity of convenient meal solutions. This growth is significant, given Indonesia’s economic conditions and consumer behaviour. The market is expected to remain attractive due to rapid urbanisation, increasingly busy lifestyles and rising consumer purchasing power, with median disposable income forecast to rise in

Indonesia’s vacuum cleaners market exhibited robust growth in 2025, with a 15% increase in retail volume to reach 1.0 million units, despite a challenging economic environment. This growth was driven by low market penetration, rising consumer awareness, and social media and influencers. The market is characterised by a growing demand for convenient and customised cleaning solutions, with brands like Deerma and Tineco leading the way with innovative products and strategies. As the market continue

The large cooking appliances market in Indonesia recorded 3% retail volume growth in 2025, driven by increasing demand for premium and innovative products, particularly among upper-middle-to-high-income households. Large cooking appliances is an attractive market due to its potential for continued growth driven by urbanisation and rising disposable incomes. Key trends shaping this market include the increasing importance of sustainability, energy efficiency and smart technology, as well as the g

The food preparation appliances market in Indonesia recorded 3% volume growth in 2025, driven by the expansion of e-commerce platforms and increasing health awareness among consumers. Of the 4.6 million units sold in 2025, blenders accounted for sales of 3.7 million units. The rising median disposable income per household will continue to enable consumers to spend more on household appliances. As a result, the market is poised for continued growth, driven by affordable pricing, e-commerce expans

The refrigeration appliances market in Indonesia experienced a retail volume decline of 2% in 2025, largely due to economic uncertainties and decreased consumer spending on durables. Despite this, the market is expected to grow over the forecast period, driven by increasing demand for energy-efficient and premium products. Median disposable income per household is expected to rise in the coming years, supporting demand for updated and efficient refrigeration appliances. To succeed, brands should

Growth slowed in the air conditioners market in Indonesia in 2025, primarily due to unfavourable weather conditions and consumer perceptions of air conditioners as luxury items. Despite this, the market remains attractive due to increasing median disposable income per household and a growing urban population. Key trends shaping the market include a focus on sustainability and energy efficiency, localisation, and the affordable premium trend. Manufacturers are responding by introducing innovative

The bags and luggage market in Indonesia demonstrated resilience in 2025, with 2% growth to IDR17,580.1 billion. This growth was driven by market polarisation and intensifying competition. The market is expected to continue growing, driven by an expanding middle class and Gen Z's growing affinity for stylish and functional products. This growth potential, combined with the influence of local brands and digital commerce, makes the market attractive for businesses. Brands that leverage cultural re

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, digi

The writing instruments category in Indonesia demonstrated resilience in 2025, with retail volume sales of 921 million units and a retail value sales of IDR5,640.1 billion, up 3% and 5%, respectively. This performance was characterised by market polarisation, where premium brands offering ergonomic designs and refillable systems gained traction among professionals and students, while price-sensitive consumers favoured low-cost, disposable options. The category is expected to continue growing, dr

Jewellery in Indonesia demonstrated resilience in 2025, with retail volume sales of seven million units and a retail value sales of IDR45,174.3 billion, with growth of 4% and 7%, respectively. This growth was driven by increasing demand for affordable and trend-driven jewellery from younger consumers, particularly Gen Z. The category is expected to continue growing over the forecast period with the focus on affordable, trend-driven, and customisable jewellery options, leveraging digital platform

Traditional and connected watches in Indonesia is characterised by a stark polarisation between luxury and budget-conscious consumers. In 2025, connected watches was the most dynamic category with retail volume growth of 16%, outpacing traditional watches, which recorded a decline of 1%. The growing population of high-net-worth individuals – which reached 15,000 in 2025 – continued to drive demand for luxury watches. Meanwhile, affordable smartwatches from brands like Xiaomi are proving popular

Indonesia’s consumer credit outstanding balance increased in 2025, supported by five Bank Indonesia (BI) rate cuts that encouraged consumer goods purchases and refinancing, alongside stronger subsidised housing lending through the prosperous mortgage programme, which reached a record high since 2022. Growth was partly held back by vehicle finance headwinds, with car purchase credit slowing and uncertainty over the electric motorcycle subsidy programme limiting upside. Durables lending was the mo

In Indonesia, transaction values and cards in circulation for financial cards declined in 2025, even as issuance was supported by first-time account holders, including recipients of government social assistance, students and users onboarded via digital banks. Issuers leaned on added-value propositions to sustain relevance, with credit cards increasingly tied to e-commerce and ride-hailing ecosystems, while pre-paid cards benefited from practical niches such as parking and routine replacement dem

Charge cards in Indonesia declined in 2025, with both cards in circulation and transaction values falling as consumers continued favouring credit cards, BNPL and wallet-led payments that better fit everyday spending and instalment preferences. Limited differentiation versus credit cards, low promotional intensity and the requirement to repay balances in full kept the category niche, even as providers refreshed products and positioned charge cards as a bridge for consumers below credit card incom

Credit cards in Indonesia expanded in 2025, with cards in circulation and transaction activity rising as issuers simplified onboarding, widened partner ecosystems and reinforced everyday utility in digital channels. While BNPL continues to grow quickly, credit cards remained differentiated for eligible consumers through higher limits, broader acceptance and typically lower pricing versus pay-later products, with travel, e-commerce and lifestyle promotions supporting usage intensity. Policy setti

Debit cards in circulation in Indonesia still rose in 2025, but growth eased as more digital banks shifted toward app-led models that do not always include physical cards, even though onboarding by new-to-banking consumers continued to support issuance. The rollout of GPN helped underpin circulation by lowering domestic payment frictions and reducing the historical need for consumers to hold multiple cards to avoid interbank fees. Transaction activity, however, declined as consumers increasingly

Pre-paid cards in Indonesia recorded robust growth in 2025, supported by practical demand in tolls and cashless building parking, alongside ongoing replacement purchases and design-led releases targeting specific communities. Transaction activity also increased as acceptance widened and reload friction eased, including greater use of NFC-enabled smartphones for top-ups. Over the forecast period, transactions are expected to keep rising but at a slower pace as MLFF toll payment gradually reduces

Menswear in Indonesia experienced 5% retail value sales in 2025, reaching IDR43.1 trillion. The category was characterised by market polarisation between budget-conscious shoppers and premium spenders, greater demand for sustainable practices and an increasingly fragmented competitive landscape. The category is expected to continue its recovery trajectory, driven by growing demand for premium and sustainable products, with retail sales set to increase at a current value CAGR of 6% over the forec

Apparel and footwear in Indonesia demonstrated robust growth in 2025, driven by economic recovery, a rising middle-income segment and increased discretionary spending, with sales reaching IDR201.2 trillion. This growth is expected to continue over the forecast period, driven by a young, fashion-conscious population and an increase in consumer spending power. The market is characterised by a shift towards value-conscious purchases and a growing demand for affordable and fashionable options, parti