Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Menstrual care in Indonesia achieved a robust performance in 2025, with retail volume reaching 6.6 billion units, representing a 5% annual increase. Current retail value also saw strong growth, rising by 7% to IDR7460.1 billion, outpacing both volume and inflation, which was contained at 2%. This performance reflects the impact of accessible pricing strategies and product innovation, set against the backdrop of rising consumer expenditure and a population of 286 million. By    regional compariso

In 2025, away-from-home tissue and hygiene in Indonesia recorded slower current value growth compared to previous years. Total value reached IDR3,610 billion, up 7% on 2024, a marked deceleration from earlier double-digit growth rates. The subdued performance was closely tied to external economic pressures and government budget cuts following the late-2024 election. This led to reduced business travel, weaker hotel occupancy, and softer demand in the restaurant sector, which had a direct effect

Tissue and hygiene in Indonesia was characterised by intense price competition and a current value decrease of 2% to IDR53,204 billion in 2025. This was very different from other regional markets where value sales recovered and inflationary pressures eased. Weak consumer confidence and limited household budgets  led to a preference for more affordable brands. Innovative pack formats, deep promotions, and broad distribution supported  retail volume growth, although such activity eroded value sal

Wipes in Indonesia in 2025 showed marginal current value growth, with retail sales reaching IDR3,211 billion, up just 0.4% on the previous year. Value sales stagnated following the dynamic growth seen during the pandemic years, and due to the weak economy and subdued consumer purchasing power.  Price sensitivity remained high for such commoditised products where brand loyalty is low and consumers frequently switch for better deals. While global and regional markets  often see premiumisation or

Retail tissue in 2025 recorded moderate volume growth, representing a 3% increase compared to 2024. Sales performance can be primarily attributed to the expansion of offline retailers, which remain the dominant channel. Growth of retail tissue in major cities was modest, at around 1.0% in volume terms, while secondary cities saw significantly faster expansion of 20–30%, albeit from a low base as household usage is lower. Even though the trend was positive, overall growth in retail tissue was sti

In 2025, nappies/diapers/pants in Indonesia experienced ongoing economic headwinds, resulting in a significant drop in sales. Retail volume for nappies/diapers/pants stood at 7,929 million units, marking a decrease of 5% from the previous year, while retail sales value fell sharply by 8% to IDR24,968 billion. Price has become the chief factor in purchasing decisions, due to rising prices and ongoing pressure on household incomes. In contrast to the steady or positive growth seen elsewhere in t

Retail adult incontinence experienced robust value growth in 2025, significantly outpacing other hygiene products, which have generally seen stagnation or decline in recent years. Retail volume reached 316 million units in 2025, up 7% from the previous year, while retail sales value in constant local currency climbed to IDR3,779 billion, marking an 8% rise. This growth is remarkable given the maturity of this category, with Indonesia’s unique cultural and demographic dynamics accelerating progr

In 2025, polishes in Indonesia recorded a 6% current value increase, reaching IDR612 billion, primarily underpinned by the enduring necessity of shoe polish for formal workplace attire. This growth was further supported by a steady rise in median household disposable income, which reached IDR147 million in 2025, facilitating a broader consumer base for premium and convenience-oriented formats. Modern instant solutions are gaining significant traction, particularly among younger demographics who

In 2025, surface care in Indonesia recorded stable current value growth of 3%, reaching IDR4.9 trillion, driven by the leading value category, floor cleaners, with the latter contributing IDR2.2 trillion. While

In 2025, laundry care in Indonesia achieved marginal current value growth, reaching IDR21.7 trillion, despite a marginal contraction in retail volumes. This performance was largely dictated by a cautious economic climate, which prompted many consumers to wash clothes less frequently, reduce product dosages, or transition to more budget-friendly alternatives. However, the category’s value remained resilient due to the influence of upper-middle and high-income demographics, whose median household

In 2025, toilet care in Indonesia recorded robust current value growth of 8%, reaching IDR621 billion. This performance was primarily underpinned by the country's ongoing urbanisation, with the urban population reaching 170 million during the year. As more Indonesians migrate to metropolitan areas, rising living standards and a heightened focus on domestic hygiene have fundamentally reshaped consumer priorities. This shift is supported by a steady increase in median household disposable income,

In 2025, air care in Indonesia recorded robust current value growth of 9%, reaching a total valuation of IDR3.6 trillion. This performance was underpinned by rapid urbanisation, with the urban population expanding to 170 million, and a steady increase in median household disposable income to IDR147 million. As consumers increasingly prioritise the creation of pleasant and comfortable domestic environments, air care has transitioned from a discretionary purchase to a more regular household staple

In 2025, bleach in Indonesia continued to experience low growth in both value and volume terms, largely due to a systemic lack of innovation and promotional investment. Manufacturers have increasingly redirected their resources towards more dynamic categories, such as laundry detergents and surface care, which have evolved to become highly multifunctional. Many modern detergents now incorporate stain removal, whitening, and disinfecting properties, while specialised surface care offers similar g

Home care in Indonesia recorded 3% current value growth to reach IDR44.3 trillion in 2025, driven by urbanisation and increasing demand for cleaner, healthier living environments. The urban population grew to 170 million, and median disposable income per household was IDR147 million, indicating steady consumer spending power. Laundry care was the largest value category with sales reaching IDR21.7 trillion, driven by high washing machine penetration at 41%. Health and wellness trends drove demand

In 2025, dishwashing in Indonesia recorded value growth of 1% to reach IDR4.3 trillion, representing the most subdued performance of the review period. While value remained marginally positive, retail volume sales experienced a slight contraction as persistent economic uncertainties weighed on household budgets. This necessitated a shift in consumer behaviour among middle-income demographics, many of whom opted to trade down to more affordable formats or dilute existing products to extend their

Home insecticides in Indonesia recorded robust current value growth of 7%, reaching IDR8.6 trillion. This performance was primarily precipitated by a dramatic 40% surge in dengue fever cases reported by the Indonesian parliament, with rapid urbanisation and increased housing density in regions such as West Java and South Sumatra creating critical environments for vector-borne diseases. In response to this public health challenge, both the government and leading companies intensified awareness ca

Indonesia’s consumer foodservice value sales rose slightly in 2025, with growth recorded across every channel except self-service cafeterias. The year’s trajectory reflected softer boycott pressure on selected global brands, broad-based discounting and bundling, and a faster pace of menu innovation aimed at both value-seeking households and mid- to higher-income consumers. Eat-in remained the dominant fulfilment choice, while drive-through posted the fastest value growth as app-enabled ordering

Street stalls/kiosks in Indonesia delivered value sales growth in 2025, but the pace eased as operators became more cautious on outlet expansion and consumers remained price sensitive. Average selling prices rose faster than outlets and transactions, lifting value even as footfall momentum became more uneven across concepts. Takeaway remained the dominant fulfilment route, reflecting the channel’s small-footprint model, while delivery stayed largely platform-led and promotion-sensitive. Over the

Consumer foodservice in Indonesia saw value sales growth in 2025, driven in part by travel-linked sites as toll-road rest areas captured higher trip spend during extended holiday periods. Standalone outlets also gained momentum, reflecting continued rollout by local brands and a preference for more flexible, lower-cost site economics. Across locations, eat-in remained the most common fulfilment route, with delivery in second place, and operators increasingly used dine-in-only promotions to prote

Self-service cafeterias in Indonesia recorded another year of negative value sales growth in 2025, reflecting their heavy reliance on hypermarket traffic and a continued decline in hypermarket relevance. Promotional activity in hypermarkets still drew shoppers in, but purchases in self-service cafeterias remained largely functional and low-frequency, with limited impulse-driven add-on spending. Innovation within the channel stayed muted, reinforcing its role as a convenience facility rather than

Indonesia’s full-service restaurants recorded slight value sales growth in 2025, with spending per transaction rising as menu prices moved up and group dining occasions remained common. Chained pizza full-service restaurants delivered the fastest value momentum within the channel, reflecting sustained innovation and a push to refresh stores and experiences to stay relevant. Eat-in remained the dominant fulfilment route, and operators continued to prioritise on-premise value through outlet upgrad

Value sales for cafés/bars rose in Indonesia in 2025, driven by rapid outlet expansion among specialist coffee and tea chains, affordable price points and frequent product launches that kept visit frequency high. Coffee increasingly functioned as a lifestyle purchase for millennials and Gen Z, reinforcing demand beyond purely functional consumption. Takeaway remained the main fulfilment route, reflecting the dominance of grab-and-go models and promotion mechanics tied to quick purchases. Over th

Limited-service restaurants in Indonesia recorded solid value sales growth in 2025, driven by aggressive discounting, renewed momentum among selected global brands and continued outlet expansion by local chains. Middle Eastern limited-service restaurants was the most dynamic segment, reflecting sharper value pricing, menu localisation and rapid network growth that repositioned the offer from premium to accessible. Eat-in remained the leading fulfilment route, reinforced by mall-based locations a