Indonesia Baby Care Products Market Size, Share, Opportunities, COVID-19 Impact, And Trends By Type (Baby Food, Body Care, Safety And Convenience), And By Distribution Channel (Online, Supermarket/Hypermarket, Others) - Forecasts From 2022 To 2027

Published:  May 2022 Report Code: KSI061612855 Pages: 86

The Indonesia baby care products market was valued at US$1.445 billion in 2020 and is expected to grow and reach a market size of US$2.160 billion in 2027 at a CAGR of 5.91%.

The 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 the same. The promotion of various baby products by key market players is one of the factors creating awareness among consumers in Indonesia.

Key drivers

The Indonesian baby care product market is influenced by several factors in the country. The factors such as urbanization, westernization, a rising population or birth rate, and growing disposable income. One of the major or prime factors is population. Indonesia is one of the largest populated countries, the population has registered growth in the last decade. In the year 2020 according to World Bank data, the total population of the country was 273,523,621. And it is expected to show steady growth during the forecast period. With the growing population, the working population, that is, the labor force, is also marked as growing. That is 134,616,083 in the year 2020. Moreover, in 2019, there was around 39% growth in the working women’s population in Indonesia.

The growing birth rate and population have raised the demand for babies’ hygiene in Indonesia. Along with this, growth in the working women’s population is also expected to decline in traditional baby care practices in the country. Therefore, baby care products, due to their advertisements and strategies by market players, are expected to reach at a fast pace. For these reasons, it has been predicted that the growth in the Indonesian baby care product market during the forecast period will be strong.


Many baby care products, such as bathing products like shampoo, soap, lotion, and many others, contain chemicals such as formaldehyde and chlorine. Due to these chemicals, babies can suffer from eye irritation, skin burning, and lung issues, and are prone to other infections. Hence, medical professionals in Indonesia refer parents to practicing traditional baby care methods or preferring organic baby care products.

Likewise, with the baby food segment, due to the campaign by the Indonesian government named “Breastmilk is enough”, awareness regarding the long-term benefits of breastfeeding a child is raised. This is projected to affect the demand for baby food products that are presented as substitute for breastfeeding in the country. These factors are predicted to restrict the growth of the baby care product market in Indonesia.

Latest developments

Sirclo, which is an e-commerce retailer, has acquired Orami Indonesia, which is an online marketplace for baby products. In May 2021, SIRCLO announced it had raised US $45 million to support the businesses under it.

The impact of COVID-19 on the Indonesian baby care product market

The COVID-19 outbreak affected various industrial sectors in the country. With the restrictions imposed by the government, the supply chain, retail sales, and import-export also got disrupted. However, with the increase in population, urbanization, changing lifestyles with the increase in disposable income, and strategies by key market players, the baby food market is estimated to grow by 2020 and is also predicted to grow at a faster pace in upcoming years.

Indonesia Baby Care Products Market Scope:

Report Metric Details
 Market size value in 2020  US$1.445 billion
 Market size value in 2027  US$2.160 billion
 Growth Rate  CAGR of 5.91% from 2020 to 2027
 Base year  2020
 Forecast period  2022–2027
 Forecast Unit (Value)  USD Billion
 Segments covered  Type, And Distribution Channel
 Companies covered  Kino Corporation, Pigeon Corporation, Danone, Unicham Corporation, Nestle   Indonesia
 Customization scope  Free report customization with purchase


Market Segmentation

  • By Type
    • Baby Food
    • Body Care
    • Safety and Convenience
  • By Distribution Channel
    • Online
    • Supermarket/Hypermarket
    • Others


1. Introduction
1.1. Market Definition
1.2. Market Segmentation

2. Research Methodology
2.1. Research Data
2.2. Assumptions

3. Executive Summary
3.1. Research Highlights

4. Market Dynamics
4.1. Market Drivers
4.2. Market Restraints
4.3. Porters Five Forces Analysis
4.3.1. Bargaining Power of End-Users
4.3.2. Bargaining Power of Buyers
4.3.3. Threat of New Entrants
4.3.4. Threat of Substitutes
4.3.5. Competitive Rivalry in the Industry
4.4. Industry Value Chain Analysis

5. Indonesia Baby Care Products Market Analysis, By Type
5.1. Introduction
5.2. Baby Food
5.3. Body Care
5.4. Safety and Convenience

6. Indonesia Baby Care Products Market Analysis, By Distribution Channel
6.1. Introduction
6.2. Online
6.3. Supermarket/Hypermarket
6.4. Others

7. Competitive landscape and analysis
7.1. Major Players and Strategy Analysis
7.2. Emerging Players and Market Lucrativeness
7.3. Mergers, Acquisitions, Agreements, and Collaborations
7.4. Vendor Competitiveness Matrix

8. Company profile 
8.1. Kino Corporation
8.2. Pigeon Corporation
8.3. Danone
8.4. Unicham Corporation
8.5. Nestle Indonesia 

Kino Corporation

Pigeon Corporation


Unicham Corporation

Nestle Indonesia


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