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Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
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 sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Indonesia?
- Which are the leading brands in Tissue and Hygiene in Indonesia?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Indonesia
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Chart 2 Big bundles and micro-packs drive affordability
Confidence Redefines Adult Incontinence as Stigma Fades and Brands Look to Empower Women
Chart 3 Confidence launches Pants Daily Fresh: breaking stigma and empowering active women 40+
Blood Leverages Clean Wellness Claims to Capture Young Consumers
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Uni-Charm Indonesia Pt and Softex Indonesia Pt Protect Share as Newcomers Leverage Value
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
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
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Indonesia
Cost Focus Outweighs Innovation as Growth Slows
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Cost Focus Outweighs Innovation as Growth Slows
Chart 20 Livi’s product offerings remain unchanged, with no new developments observed
Away-From-Home Tissue Rolls Gain Traction in Low-End Foodservice
Government Budget Cuts Reduce Afh Tissue Usage and Slow Value Growth
Chart 21 Cost Efficiency Drives Tissue Roll Adoption in Indonesia’s Low End Food Service Sector
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Government-Backed Business Revival Unlocks Untapped Tissue Demand
Tissue Rolls Retain Lead as Hygiene Accelerates on Demographic Change
Price-Led B2b Sales and Urban Growth Shape Future Opportunity
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Livi Sustains Leadership as Pricing Eclipses Innovation in B2b Supply
B2b Tenders Sustain Traditional Supply as Innovation Stalls
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Indonesia
Key Data Insights
Confidence Transforms Perceptions and Drives Robust Sales Growth
Chart 34 Key Industry Trends for Retail Adult Incontinence
Confidence Transforms Perceptions and Drives Robust Sales Growth
Chart 35 Confidence launches Pants Daily Fresh: breaking stigma and empowering active women 40+
Pants-Style Innovation Reshapes Demand among Active Adults
Chart 36 Confidence launches Pants Daily Fresh: seamless, thin, and made for active adults
Lifree and Confidence Drive Adoption with Health and Lifestyle Focus
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Younger Consumers Drive Demand as Premium Features Expand
Moderate and Heavy Needs Shape Innovation and Value Creation
E-Commerce and Convenience Stores Reshape How Families Shop
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Softex Indonesia Overtakes Uni-Charm Indonesia as Innovation Shifts Consumer Loyalty
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Convenience Retailers Are Key Channel for Adult Incontinence
E-Commerce Attracts Deal Seekers with Privacy and Live Shopping
Major Brands Embrace Omni-Channel Approach
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Indonesia
Key Data Insights
Mamypoko Lowers Entry Barriers with Affordable Single Packs to Sustain Demand
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Mamypoko Lowers Entry Barriers with Affordable Single Packs to Sustain Demand
Chart 54 MamyPoko launches affordable single-pack diapers
Sweety and Makuku Drive Premium Innovation, but Price Trumps Quality for Most Buyers
Chart 55 Sweety launches Indonesia’s first dual-zone diaper
Brands Respond to Clean Wellness as a Top Priority for Parents
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Affordability to Remain Chief Concern Even as Innovation Gains Traction
Disposable Pants Accelerate Growth as Pack Innovation Widens Appeal
Smaller Packs and Constant Innovation Redefine Business Models
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Mamypoko and Sweety Defend Lead as Baby Happy Gains Traction with Low-Cost Strategy
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Grocery Retailers Sustain Lead as E-Commerce Accelerates Competition
Promotions and Smaller Pack Sizes Drive Channel Strategies
New Entrants Leverage Digital Strategies to Challenge Established Players
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Indonesia
Key Data Insights
Laurier and Charm Drive Value through Bundles and Micro-Packs
Chart 72 Key Industry Trends for Menstrual Care
Laurier and Charm Drive Value through Bundles and Micro-Packs
Chart 73 Bundles win on value and micropacks drive trial
Softex Captures Young Users by Linking Cooling Innovation with Events
Chart 74 Softex Beary Cool: cooling pads launch at youth-focused event Lalala Fest
Blood Leverages Natural Corn Pads to Win Younger, Eco-Conscious Users
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
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
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Uni-Charm and Kao Defend Lead as Blood Grows through Localised Innovation
Chart 80 Analyst Insight for Menstrual Care
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Traditional Retailers Lead as E-Commerce Gains Traction Through Exclusive Tiktok Promotions
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Indonesia
Key Data Insights
Cussons and Mitu Use Bundle Deals to Drive Value Sales Online
Chart 91 Key Industry Trends for Wipes
Cussons and Mitu Use Bundle Deals to Drive Value Sales Online
Chart 92 Big bundles dominate: Cussons and Mitu Lead Online Sales with 4- and 6- Pack Deals
Personal Wipes Maintain Lead as Food-Grade Features Become Standard
Cussons Embraces Affiliate Engagement as E-Commerce Gains Traction
Chart 93 Cussons empowers mums through affiliate engagement
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Heavy Focus on Pricing Strategies as Consumers Prioritise Value
Personal Wipes Sustain Volume Leadership as Core Hygiene Needs Persist
Natural Ingredients and Smaller Packs Shape Consumer Expectations and Margins
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Megasari Makmur and Cussons Sustain Dominance with Price-Led Strategies
Wings Group’S Kodomo Leverages Rural Reach and Natural Messaging
Chart 98 Analyst Insight for Wipes
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
E-Commerce Disrupts Established Offline Players with Aggressive Pricing
Chinese Online Entrants Intensify Price Competition and Reshape Demand
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Indonesia
Key Data Insights
Urbanisation and Price Promotions Support Volume Growth
Chart 109 Key Industry Trends for Retail Tissue
Urbanisation and Price Promotions Support Volume Growth
Chart 110 Nice reinforces affordability messaging with value-packed promotions
Facial Tissue Remains the Largest Category
Paseo Captures Attention with Festival Launch and Influencer Strategy
Chart 111 Paseo’s Opulence Collection debuts with bold festival activation and TikTok star appeal
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Toilet Paper Adoption in Secondary Cities Fuels Sustained Value Growth
Boxed Facial Tissue Leverages Convenience to Accelerate Volume Gains
Price-Sensitive Households Shape Channel and Product Innovation Strategies
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Graha Hijau Utama Pt Sustains Leadership Position
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Offline Retailers Maintain Dominance in Tissue
App Group Leverages Scale to Defend Share against Imports
Brands Respond to E-Commerce Growth with Digital Adaptation
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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