Indonesia

In 2022, sales of retail issue in Indonesia continued to be driven by steady population growth and a shift towards urbanisation. Rural-to-urban migration resulted in higher standards of living and per capita incomes, which spurred consumers to…

Indonesia saw a sharp decline in demand for footwear during the pandemic as consumers sought to avoid spending money wherever possible due to the adverse economic situation that unfolded over the course of the year. The biggest reason for low…

While the economic pressures created by the COVID-19 pandemic put pressure on consumer spending, this did not affect childrenswear as much as either menswear or womenswear, as childrenswear is widely regarded as more essential. Frequent new purchases…

Following the easing of various national COVID-19 related measures, retail in Indonesia saw healthy growth for the second consecutive year in current value terms in 2022. The return of consumers to their physical offices, combined with the reopening…

Direct selling saw positive growth in current value sales terms in 2022, following declines in the previous two years. This was largely due to improving economic conditions, combined with the loosening of movement restrictions, which allowed sellers…

Womenswear in Indonesia recorded double-digit volume growth in 2021’s rebound surge following deep dips during the height of the COVID-19 pandemic. The adverse economic environment that unfolded over the course of 2020 due to the COVID-19 pandemic…

The surface care category experienced a strong recovery in 2022 as the pandemic slowed down and consumers slowly gained in confidence. In the previous year, consumers were looking to save money on surface care products by using smaller amounts when…

Sportswear saw robust growth in 2022 in Indonesia. It was already a vibrant area of apparel and footwear in Indonesia before the start of the COVID-19 pandemic, driven by the developing athleisure trend and a growing focus on sports and fitness. The…

As COVID-19 moved from pandemic to endemic status, 2022 saw the return of pre-pandemic behaviour in terms of social activities and mobility in Indonesia. The year also marked the return to mudik – homecoming travel – during Lebaran, which had halted…

Home care saw a strong recovery across most categories in Indonesia in 2022 as consumers’ confidence continued to grow following the relaxation of lockdown rules after the first quarter of 2022. Purchasing power continued to grow and consumers…

During the pandemic, growth in apparel accessories was driven by other accessories, which includes cloth face masks, with masks having become a crucial accessory item since COVID-19 broke out. However, in 2022 the Indonesian government relaxed the…

Following a two-year period of decline, supermarkets saw a welcome increase in current value sales in 2022. Growth was boosted by the loosening of COVID-19-related restrictions, which had a significant impact on consumer footfall, particularly in the…

Indonesia remained free of any major coronavirus waves in 2022. The Omicron variant outbreak in February/March proved to be mild thanks to strict measures in place which allowed for the relaxation of pandemic-related rules and restrictions from April…

Toilet liquid/foam continues to be the go-to format for toilet care in the Indonesian market and registered the strongest performance in 2022, as it is relatively low-priced with many well-known brands such as Bebek and Harpic. These products enjoy…

The home insecticides category saw strong growth in 2022 as these products have always been crucial for Indonesians from any bracket of income. The increasing number of dengue fever cases in Indonesia has further supported the category’s growth, as…

Sanitary protection enjoyed an improved performance in both volume and current value terms in 2022, thanks to the continued recovery of domestic economy. The latter was also attributable due to inflationary pressures, with the annual rate of…

The shift from multi-purpose cream detergents to liquid hand dishwashing products continued in 2022. The shift, which started early in 2020, is very important for the category as most people in rural areas have always preferred to use cream…

Overall, the polishes category saw some recovery in 2022 as consumers were gaining confidence in economic conditions and starting to purchase non-essential home care products again. While polishes products are not a necessity, there is still a niche…

Sales of jeans plummeted during COVID-19 pandemic and the measures taken to contain it resulted in consumers exercising greater caution in their spending and delaying making non-essential purchases. While many areas of apparel and footwear saw…

In 2022 hosiery in Indonesia continued to recover from its pandemic-era drop in sales. Sales of hosiery dropped substantially in 2020 and witnessed the beginnings of recovery in 2021. The government-mandated closure of all schools for much of 2020…