Competitive Landscape
Unilever Maintains Leadership through Product Relaunches and Social Commerce as Rivals Steadily Gain Ground
The competitive environment in bath and shower in Indonesia remains concentrated, with competitive dynamics showing a gradual broadening beyond the market leader. Unilever Indonesia Tbk PT retains its leadership of bath and shower in Indonesia in 2025, although its value share declined from 37% in 2020 to 24% in 2025, with the loss spread across a broad field of rivals rather than absorbed by a single competitor.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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 Bath and Shower 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 Bath and Shower in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Indonesia - Category analysis
Key Data Insights
Bath and Shower Records Steady Value Growth in Indonesia as Lifestyle Innovation and Population Scale Support Resilient Demand
Bath and Shower Records Steady Value Growth in Indonesia as Lifestyle Innovation and Population Scale Support Resilient Demand
Lifestyle-Driven Marketing and Social Commerce Shape Brand Positioning
Ingredient-Driven Reformulations Reshape Consumer Expectations and Value
Ingredient Claims and Digital Upgrades Drive Value over Volume
Masstige Positioning and Ingredient Transparency Will Define Competitive Success
Digital Engagement and Sustainable Packaging to Reshape Consumer Experience and Brand Loyalty
Unilever Maintains Leadership through Product Relaunches and Social Commerce as Rivals Steadily Gain Ground
Offline Grocery Retail Leads Distribution as E-Commerce Accelerates
Beauty and Personal Care in Indonesia - Industry Overview
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Key Data Insights
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Barrier Protection Emerges as a Cross-Category Value Driver as Hybrid Formulations Redefine Expectations
Inclusive Ambassador Strategies Broaden Target Audiences
Demand for Skin Care Benefits to Drive Formula Innovation and Blur Category Boundaries
Retail to Transform as Social Commerce Reshapes Discovery and Conversion
Emerging Consumer Groups and Educational Marketing to Unlock the Next Wave of Growth
Leading Companies Consolidate Positions Amid Strong Competition and Fragmentation
Emerging Niche Brands Gain Traction through Innovation and Targeted Marketing
Offline Retail Leads as Brand-Retailer Collaborations Elevate In-Store Experience
E-Commerce Serves as Both a Sales Engine and Digital Marketing Amplifier
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
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 Bath and Shower research and analysis database.
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