Competitive Landscape
Megasari Makmur and Cussons Sustain Dominance with Price-Led Strategies
The wipes competitive landscape is concentrated, with the top two companies holding over half of total value sales in 2025. Megasari Makmur maintains a leading position with a 37% value share, followed by PZ Cussons Indonesia at 17%.
Wings Group’S Kodomo Leverages Rural Reach and Natural Messaging
Among emerging players, Wings Group is gaining traction with its Komodo brand, particularly in areas where distribution is challenging. The brand’s success is attributed to Wings Group’s robust distribution network, allowing Kodomo to penetrate rural markets more effectively than many competitors.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Indonesia?
- Which are the leading brands in Wipes in Indonesia?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Indonesia - Category analysis
Key Data Insights
Cussons and Mitu Use Bundle Deals to Drive Value Sales Online
Cussons and Mitu Use Bundle Deals to Drive Value Sales Online
Personal Wipes Maintain Lead as Food-Grade Features Become Standard
Cussons Embraces Affiliate Engagement as E-Commerce Gains Traction
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
Megasari Makmur and Cussons Sustain Dominance with Price-Led Strategies
Wings Group’S Kodomo Leverages Rural Reach and Natural Messaging
E-Commerce Disrupts Established Offline Players with Aggressive Pricing
Chinese Online Entrants Intensify Price Competition and Reshape Demand
Tissue and Hygiene in Indonesia - Industry Overview
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Key Data Insights
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Confidence Redefines Adult Incontinence as Stigma Fades and Brands Look to Empower Women
Blood Leverages Clean Wellness Claims to Capture Young Consumers
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
Uni-Charm Indonesia Pt and Softex Indonesia Pt Protect Share as Newcomers Leverage Value
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
Country Reports Disclaimer
The following categories and subcategories are included:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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