Mouthwash Category to Showcase Highest Growth in Indonesia Oral Hygiene Market


June 2016, Gurgaon

Ken Research has recently announced latest publication on “Consumer and Market Insights: Oral Hygiene in Indonesia” which aims at providing in depth analysis of oral hygiene and dental care market of Indonesia and it further provides profound understanding of the latest consumer trends and key macroeconomic factors driving demand for Indonesian oral and dental care products. Further, it offers thorough insights of the market including information about leading market players and major influences driving innovation in market. Report also seeks to sketch a detailed view about future of Indonesian oral hygiene industry by looking into recent market trends.

Overview of Indonesian Dental Care Market

Looking at Southeast zone of Asian continent, Indonesia is the leading emerging market economy amongst all Southeast Asian countries. In 2015, Indonesian Gross Domestic Product (in PPP terms) reached a new height of US$ 862 Billion. In 2015, Indonesian average growth rate was recorded as 4.9% per annum. Like other developing economies Indonesia is also experiencing population explosion. As a consequence of elevating GDP and population boom, consumer started demanding sophisticated and fancy dental care products that serve multipurpose requirements of consumers. Major oral and dental care brands include Frezza, The Procter & Gamble Company, Pt. Ultra Prima Abadi, Unilever Plc, Pt Lion Wings, Dabur India Ltd, etc. Unilever Plc is the leading market player in Indonesia.

Key Drivers in Oral Hygiene Market

Various factors led to increase in demand for dental products and expansion of oral hygiene market of Indonesia.

Rise in GDP and population led to increase in demand. With rising GDP, people became quite busy and preoccupied and started looking for superior quality products for dental and oral health.  Thus, to cater the demand numerous fancy and innovative products were launched in market including electronic toothbrush, sparkling toothpastes, fancy mouthwash, chewing gum to fight cavities, innovative flavors of toothpastes, mouth fresheners, dental floss, tongue cleaners, etc. which swiftly became popular amongst customers. Many factors led to this rise in demand for oral and dental hygiene products in Indonesia.

Further, oral and dental problems reported in Indonesia were quite high which sky rocketed demand for oral hygiene products. This is when fast paced innovation in dental care market was witnessed. Soon Indonesian market was flushed with products for teeth whitening, dental care, sensitivity, gum care, fighting germs and cavities, etc.

Many other factors like better sales and distribution channels, aggressive marketing and advertisement campaigns and lucrative packaging of products also led to hike in sales. Earlier market was restricted only to local general stores but now Hypermarkets & Supermarkets are the leading distribution channels in the Oral Hygiene products distribution in Indonesia. Greater market penetration aided expansion of the industry. Further, earlier packaging of products was quite simple. But now, bright, flashy ad glitzy packaging are used to draw more consumers towards the product. Flexible Packaging is till date the most commonly used packaging material which accounted for 67.5% share in 2015 in the Oral Hygiene market in Indonesia. Now, advertisement of such products are much more fierce and aggressive than ever before.

Thus key factors leading to expansion of oral hygiene market are:

  • Rising GDP and prosperity
  • Population boom
  • Increasing oral and dental problems
  • Other factors like better packaging, advertisement and sales and distribution channels.


Future of Oral Hygiene Market in Indonesia

In last two decades, Indonesian oral hygiene market has recorded high degree of expansion with huge influx of new brands and new products in market. Consumer expenditure on oral hygiene products has shown upward trend in past few years. The Toothpaste category has the largest volume share in 2015 while Mouthwash is projected to witness the fastest growth during 2015-2020. Busy lifestyles in Indonesia are forcing consumers to seek Oral Hygiene products that provide enhanced protection. In future, demand for Oral Hygiene products which address specific health needs will rise. The Oral Hygiene market in Indonesia will register higher growth in value terms at a CAGR of 3.7% during 2015-2020. Further, growth in value as well as volume will also take place during 2015-2020.

Companies covered

  • Frezza
  • The Procter & Gamble Company
  • Ultra Prima Abadi
  • Orkla ASA
  • Glaxosmithkline Plc
  • Mundipharma Ag
  • Unilever Plc
  • Johnson & Johnson Gmbh
  • Pt Poly Usaha Sejati
  • Colgate-Palmolive Gmbh
  • Pt Lion Wings
  • Pt PancaTalentamas
  • OraTec Corporation
  • EnzymBioteknologiInternusa



Ken Research

Ankur Gupta, Head Marketing & Communications



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