"Nappies/Diapers/Pants in Indonesia" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Wed Aug 26 2015

Nappies/diapers/pants is increasingly reaching a wider consumer base in Indonesia, thanks to manufacturers’ efforts in making the products more affordable and available throughout the country. Production through local facilities in the domestic market has been contributing to cheaper prices and the wider distribution of the products, especially among multinationals. Uni Charm Indonesia PT, for example, after building its second factory in 2010, established a third one in 2013, located in East Java, to cater to demand from the eastern side of Indonesia through an attempt to streamline its distribution process and minimise costs. An extension of its first factory, in order to increase production volume, has also been initiated and was completed in 2014 in an attempt to capture the soaring demand for hygiene products in Indonesia. Kao Indonesia PT, a relatively newer player in the category with its Merries brand, officially opened its second facility to produce its nappies/diapers/pants line domestically (previously it imported) in 2014. Collectively, multinationals strengthened their presence in Indonesian nappies/diapers/pants during the review period as result.

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Competitive Landscape

Uni Charm Indonesia PT retained its leadership in nappies/diapers/pants in Indonesia thanks to its Mamy Poko brands in 2014. The company’s aggressive expansion is supported by serial high-capital investment in production and distribution in Indonesia. After the second facility was built in 2010, the company opened its third in 2013. The third facility is residing in East Java to cater to demand from the eastern side of Indonesia, which is rather underdeveloped and has a low penetration rate. To further its leadership, the company also expanded its first facility in 2013-2014 so as to increase production volume to meet growing demand. Understanding the relatively low penetration rate, the company is seeking long-term growth in the world’s fourth-most populated country. Local facilities have benefited the company in terms of lower costs, thus enabling Mamy Poko products to command competitive prices, especially Mamy Poko Pants, its leading brand. In current value terms, Uni Charm Indonesia led with a 48% share in 2014.

Industry Prospects

Nappies/diapers/pants in Indonesia has long-term potential for sales growth as the increasing population and rising disposable income will continually render higher demand for disposable products as opposed to traditional cloth nappies/diapers. The addition of four million babies per annum, coupled with the still relatively low penetration rate and consumption per capita will ensure robust growth for disposable nappies/diapers/pants in the forecast period. The category is expected to perform strongly and record a value CAGR of 12% at constant 2014 prices.

Report Overview

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