Indonesia Baby Care Products Market Report, Size, Share, Opportunities, And Trends By Type, Distribution Channel, Province - Forecasts From 2025 To 2030

Indonesia Baby Care Products Market Size:

The Indonesian baby care products market is expected to grow at a compound annual growth rate (CAGR) of 5.27% from US$1.925 billion in 2025 to US$2.490 billion in 2030.

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Indonesia Baby Care Products Market Trends:

The Indonesian baby care products market growth is attributed to the rising awareness of infant health and a healthy diet, along with increasing economic affluence in the country. Baby care products include baby food, body care products such as toiletries and diapers, shampoos, lotions, oils, wipes, and many others. These products are preferred for the sake of hygiene and to avoid any sort of infection spreading to a child. The increasing awareness of such products is boosting the demand for them. The promotion of various baby products by key market players is one of the factors creating awareness among consumers in Indonesia.

Moreover, Indonesia's baby care products market is estimated to grow at an exponential rate. The burgeoning middle class and rising disposable incomes are driving the Indonesian baby care products industry, resulting in higher expenditure on baby skincare, cleanliness, and health products. Parents' increased knowledge of the importance of safe and natural components drives demand for organic and environmentally friendly solutions. The expansion of contemporary retail channels, such as supermarkets and e-commerce platforms, increases customer accessibility and choice, accelerating market development. These factors collectively represent changing consumer choices and socioeconomic trends, influencing the landscape of the Indonesian baby care products market.

Indonesia Baby Care Products Market Overview:

Several variables in Indonesia are having a positive impact on the baby care product market. Rising urbanization and growing birth rate are prime factors influencing the demand for baby care products.  According to World Bank data, the urban population in the country was projected at 167.84 million in 2024, an increase from 164.70 million in 2023. Moreover, the nation had a total fertility rate of 2.1 births per woman in 2023, as per the same source.

The growing urban population in the country is expected to encourage parents to purchase diverse baby care products, including organic, standard, and specialty food products and skin care products. This is driven by working parents with dual-income households who focus on convenience due to a busy lifestyle, promoting online purchase of baby care products in the country.

Another important factor contributing to the growing trajectory of baby care products is the rising female workforce participation rate. The World Bank data reported that labor force participation, estimated by the International Labour Organization (ILO), increased for females from 52.1 percent in 2021 to 52.6 percent in 2024. The increasing urbanization, a growing women's workforce, and a steady population growth rate are boosting the adoption of ready-to-use baby products.

Additionally, as per the same data, the male workforce aged more than 15 was 81.4 percent in 2024,  promoting the dual income in households and increasing the purchasing power among parents in the country, fuelling the demand for baby care products in the coming years.

Further, improved disposable income is another important factor. Indonesia had a strong GDP of about US$1.32 trillion in 2022, with a per capita GDP growth of about 4.6%. In addition, the rising adoption of e-commerce and the growing influence of Western culture are additional factors boosting the demand for baby care products during the forecast period.

Moreover, the rise in internet penetration and smartphone adoption in the country is also boosting parents' access to e-commerce platforms. According to the Indonesian Internet Service Providers Association (APJII) survey, the internet penetration grew from 78.1 percent in 2023 to 79.5 percent in 2024, mainly driven by a rise in the tech-savvy and younger population of the country.

Moreover, as per the data from the United Nations Economic and Social Commission for Asia and the Pacific (UN ESCAP), the product-specific marketplace in Indonesia for e-commerce had the highest share of traffic in baby care products, i.e., 50% as of 2022. This trend is fueling purchasing behaviours of parents towards online shopping with major e-commerce platforms like Shopee, Tokopedia, Blibli, and Bukalapak, which is anticipated to fuel the market.

The market is moderately fragmented, characterized by the presence of a mix of regional and global players. Local brands such as Kino Corporation and PT Kalbe Farma Tbk compete alongside international giants like Unilever Indonesia, Johnson & Johnson, Danone, Nestlé, and Pigeon Corporation. This diverse competitive landscape offers consumers a wide range of options. There is intense competition in the market. Companies are having price wars in essential products such as wipes, shampoos, and baby laundry detergents, while many companies are also competing in the premium segment through innovation. Market strategy, brand positioning, distribution network, and marketplace penetration are significantly impacting their share.

Indonesia Baby Care Products Market Drivers:

• Rising urbanization and growing birth rate

Rising urbanization and growing birth rate are prime factors influencing the demand for baby care products. According to the World Bank, Indonesia had about 58% of the urban population in 2022, which was about 57% less than in the year 2020. Moreover, the nation had a total fertility rate of 2.2 births per woman in 2021. Another important factor contributing to the growing trajectory of baby care products is the rising female workforce participation rate. According to the International Labour Organization (ILO), about 54% of women were part of the labor force in 2021. Increasing urbanization in a growing women workforce country with a steady population growth rate is boosting the adoption of ready-to-use baby products.

Further, improved disposable income is another important factor. Indonesia had a strong GDP of about US$1.32 trillion in 2022, with a per capita GDP growth of about 4.6%. In addition, the rising adoption of E-commerce and the growing influence of Western culture are additional factors boosting the demand for baby care products during the forecast period.

• Growing infant population and young parent demographics

The rising number of young parents and the country's expanding infant population, especially in urban and semi-urban areas, are major factors driving the Indonesian market for baby care products. Given its population of about 283.488 million in 2024 and comparatively high birth rate compared to many other countries in Southeast Asia, Indonesia is home to millions of babies annually, generating a sizable and steadily growing market for baby care items. According to CIA.gov in 2024, Malaysia and Thailand had birth rates of 14.2 and 9.9, respectively, while Indonesia had a 14.8% birth rate.

Millennials and Gen Z individuals starting their parenting careers make up a sizable chunk of this cohort, which is important because these younger generations are typically more brand-conscious, health-conscious, and tech-savvy than their predecessors. According to the United Nations ESCAP, the median age (years) in Indonesia is 29.9, as of 2023. These young parents are more likely to purchase high-quality, safe, and frequently luxury baby care products like organic baby lotions, paraben-free shampoos, high-absorbency diapers, and nutritionally balanced baby foods because they are usually better informed about the significance of baby health, hygiene, and nutrition.

This group is increasingly moving away from conventional caregiving practices and toward more contemporary ones because of increased disposable incomes, better maternal education, and increased exposure to international parenting patterns through digital and social media platforms. There is a significant preference for convenience-oriented items that may streamline everyday childcare procedures because these young families, particularly those with dual incomes, are becoming increasingly time-constrained. Disposable diapers, baby wipes, baby carriers, and ready-to-feed infant formulas are all becoming more common.

Additionally, the ambitious character of urban Indonesian parents, who want to give their kids the best, encourages them to choose reputable companies and well-marketed advancements in the baby care industry. Together with a steadily increasing number of infants, the significant presence of a young, tech-savvy, and economically engaged parent demographic offers a stable and growing basis for the market for baby care products in Indonesia.

• Expanding retail businesses (online and offline)

The growing number of live births, increasing disposable income, and growing internet penetration are boosting the online and offline modes of purchase for baby care products in Indonesia. Offline retail sales still dominate at present in comparison to the online mode of purchase, which includes hypermarkets, supermarkets, and shopping malls, where consumers find it quite convenient to find their products under one roof.

Slowly, with the advent of urbanization and a fast-paced lifestyle, young parents in the country are highly influenced by the online mode of purchasing, hence fueling the market growth. Besides, growing internet penetration in the country is also widening the scope of online sales channels, which is further expected to boost the demand for baby care products in the coming years. For instance, according to the World Bank, Individuals using the Internet as a percent of the total population in Indonesia has increased from 54% in 2020 to 66% in 2022.

Additionally, many retailers are moving to the creation of online sales channels in addition to offline sales, offering convenience to a wide population with a busy lifestyle, along with secure modes of online payment and heavy discounts. According to the ITA USA, the nation had about 22.4 million registered merchants in 2022. Indonesia also joined a cross-border payment program between five ASEAN nations, which includes Thailand, Singapore, Malaysia, and the Philippines.

Apart from this, according to the International Trade Administration, digital wallets reign as the top choice for Indonesian e-commerce transactions, with 72% of shoppers preferring this convenient and secure payment method, like GoPay and OVO. Cash on Delivery (COD) remains popular at 57%, offering a reassuring payment option upon delivery. Mobile and internet banking follow closely at 39%, reflecting trust in direct bank transfers via mobile apps. Pay later and P2P lending gain ground among Millennials and GenX, comprising 19% of transactions. Traditional methods like bank transfers (17%) and cards (10%) still hold sway. This diverse payment landscape highlights Indonesia's dynamic e-commerce growth, fueled by evolving consumer preferences and digital innovation.

Indonesia Baby Care Products Market Segmentation Analysis:

• Growth in the baby food segment

The increase in female labor participation in Indonesia drives demand for convenient infant meals, encouraging the industry to diversify with products such as cereals, purees, and snacks. For instance, as per the data published by the World Bank, the female labor force in Indonesia increased from 39.17% of the total labor force in 2022 to 39.39% in 2023. This trend highlights the changing requirements in Indonesia's baby food business, combining both convenience and socioeconomic factors.

In addition to this, the World Bank Indonesia, with the support of the Australian Government, is executing its Gender Engagement Plan to help the Indonesian government reach its goal of closing the female labor force participation gap by 25% by 2025. The Gender Engagement Plan, via a series of outreach and engagement events, highlights major reforms, programs, and evidence-based assistance targeted at increasing women's employment. Apart from this, as people become more conscious of the detrimental consequences of synthetic products, there has been a growing focus on vegan, paraben-free, and synthetic-free products.

The growing food range, as well as the rising customization service to specify the texture of the meal to meet the demands of children, has led to increased product developments by major players in the market, which in turn is anticipated to propel the segment's growth in the country during the forecast period. For instance, in January 2022, Grouu, an Indonesian infant food catering service, received US$400,000 in a pre-seed round led by Selera Kapital, as well as Plug and Play Indonesia. The firm enables parents to sign up for a baby food catering service, with food delivered to their homes daily. Grouu intends to use the additional funds to create satellite kitchens in other Indonesian cities and to launch packaged baby food items.

• The online channel is experiencing significant growth

Improvement in living standards and increased disposable income have enabled consumers in Indonesia to adopt modern practices, and, with the high work culture and changing lifestyle, have led parents to choose digital platforms for buying baby care products, as they offer time utility. One key trend shaping this growth is the increasing penetration of Internet services across Indonesia, especially in urban areas, followed by the rise in smartphone usage and the availability of mobile apps for e-commerce, which have further facilitated online transactions in the baby care sector.

According to the World Bank, the internet penetration in Indonesia is also witnessing positive growth, with 68% of the population having internet access in 2024, marking 7% increase over 2021. Likewise, according to the “Mobile Economy 2025” report issued by GSMA, by 2030, the total mobile internet-subscriber frequency is expected to grow by 38 million in Indonesia, thereby making the country one of the top APAC markets with high smartphone penetration.

The increasing utilization of digital payment methods for e-commerce transactions in Indonesia has significantly propelled the online segment’s growth within the baby care products market. These digital payment options, including mobile wallets, online banking transfers, and credit/debit card payments, offer unparalleled convenience and accessibility for consumers. Parents find it more convenient to shop for essential baby care items online, completing transactions swiftly without the need for physical cash or cards.

In this regard, according to the International Trade Administration, digital wallets reign as the top choice for Indonesian e-commerce transactions, with 72% of shoppers preferring this convenient and secure payment method, such as GoPay and OVO. Cash on Delivery (COD) remains popular at 57%, offering a reassuring payment option upon delivery. Mobile and internet banking follow closely at 39%, reflecting trust in direct bank transfers via mobile apps. Paylater and P2P lending gain ground among Millennials and GenX, comprising 19% of transactions. Traditional methods like bank transfers (17%) and cards (10%) still hold sway. This diverse payment landscape highlights Indonesia's dynamic e-commerce growth, fueled by evolving consumer preferences and digital innovation

Furthermore, investment to hasten 5G network infrastructure development, followed by government-backed policies to bolster internet access in rural areas, has also accelerated the parents’ transition towards online channels for buying baby care products, thereby augmenting the overall segment growth.

Indonesia Baby Care Products Market Key Developments:

• Cussons Baby Expands Organic Skincare Range: In early 2025, Cussons Baby released a dermatologically tested organic baby lotion and shampoo line, focusing on natural ingredients.
• Zwitsal Introduces Eco-Friendly Diaper Line: In 2024, Zwitsal launched a new range of biodegradable diapers, emphasizing sustainable materials to meet growing demand for eco-conscious baby products.

Indonesia Baby Care Products Market Companies:

• Kino Corporation
• Pigeon Corporation
• Danone S.A.
• Unicharm Corporation
• Nestle S.A.

Indonesia Baby Care Products Market Scope:

Segmentation

• By Type
  • Baby Food (Dried Baby Food, Milk Formula, Prepared Baby Food, Others)
  • Body Care (Skin Care, Hair Care, Toiletries, Others)
  • Safety and Convenience
• By Distribution Channel
  • Online
  • Offline (Hypermarket, Supermarket, Pharmacies, Others)
• By Province
  • Jakarta
  • West Java
  • East Java
  • Central Java
  • Others

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Navigation:

• Indonesia Baby Care Products Market Size:
• Indonesia Baby Care Products Market Highlights:
• Indonesia Baby Care Products Market Trends:
• Indonesia Baby Care Products Market Overview:
• Indonesia Baby Care Products Market Drivers:
• Indonesia Baby Care Products Market Segmentation Analysis:
• Indonesia Baby Care Products Market Key Developments:
• Indonesia Baby Care Products Market Companies:
• Our Best-Performing Industry Reports:

Page last updated on: September 26, 2025

1. Executive Summary

2. Market Snapshot

2.1. Market Overview

2.2. Market Definition

2.3. Scope of the Study

2.4. Market Segmentation

3. Business Landscape  

3.1. Market Drivers

3.2. Market Restraints

3.3. Market Opportunities 

3.4. Porter’s Five Forces Analysis

3.5. Industry Value Chain Analysis

3.6. Bandwidth Availability

3.7. Number of Users

3.8. Policies and Regulations 

3.9. Strategic Recommendations 

4. Technological Advancements

5. Indonesia Baby Care Products Market By Type (2020-2030)

5.1. Introduction

5.2. Baby Food

5.2.1. Dried Baby Food

5.2.2. Milk Formula

5.2.3. Prepared Baby Food

5.2.4. Others

5.3. Body Care

5.3.1. Skin Care

5.3.2. Hair Care

5.3.3. Toiletries

5.3.4. Others

5.4. Safety and Convenience

6. Indonesia Baby Care Products Market By Distribution Channel (2020-2030)

6.1. Introduction

6.2. Online

6.3. Offline

6.3.1. Hypermarket

6.3.2. Supermarket

6.3.3. Pharmacies

6.3.4. Others

7. Indonesia Baby Care Products Market By Province (2020-2030)

7.1. Introduction

7.2. Jakarta

7.2.1. By Type

7.2.2. By Distribution Channel

7.3. West Java

7.3.1. By Type

7.3.2. By Distribution Channel

7.4. East Java

7.4.1. By Type

7.4.2. By Distribution Channel

7.5. Central Java

7.5.1. By Type

7.5.2. By Distribution Channel

7.6. Others

7.6.1. By Type

7.6.2. By Distribution Channel

8. Competitive Environment and Analysis

8.1. Major Players and Strategy Analysis

8.2. Market Share Analysis

8.3. Mergers, Acquisitions, Agreements, and Collaborations

8.4. Competitive Dashboard

9. Company Profiles

9.1. Kino Corporation

9.2. Pigeon Corporation

9.3. Danone S.A.

9.4. Unicharm Corporation

9.5. Nestle S.A.

9.6. Kao Corporation

9.7. PT Unilever Indonesia Tbk

9.8. Abbott Laboratories

9.9. Reckitt Benckiser Group plc

9.10. PT Kalbe Farma Tbk

9.11. PT Indofood Sukses Makmur Tbk

10. Research Methodology

Kino Corporation

Pigeon Corporation

Danone S.A.

Unicharm Corporation

Nestle S.A.

Kao Corporation

PT Unilever Indonesia Tbk

Abbott Laboratories

Reckitt Benckiser Group plc

PT Kalbe Farma Tbk

PT Indofood Sukses Makmur Tbk

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