日常必需品：2025年印尼个人护理品牌排名

Everyday essentials: Personal care brandrankings 2025 Exploring the top personal care brands basedon consumer consideration in Indonesia. /Research Reality Contents ForewordPersonal care brand rankings 20253Profiling youth-conscious Indonesians (YCl)Key takeaways5Methodology Foreword Ferssnel carr'r Irlonn n is thymic. nd cma tiwr. ann'ns tryrny ygierr arrl an.t? ?ts. Yet z: rdi rerrn hrt rrnd rkina wrl whi' trls itertl t.t mn?th grtr?poorjotic', wi. 'rta. th: f.'th rskr' dwn toy ger'der, grsr. or' or'd th r"ost iw:dOr.farmr'si. Ww o srfn thm pine tht tegry t liert tf ll nligan ineld tne?etl g's thnt t+tk rworrttn r t rr. Aleneide t' t:tetr p ttur. this rr: hi' : light ntied t tor'iene. ider ty. ad self-erpressin. we sh wh the? re, ere t'ey shp. idiatr'g emWanegr. Inonn ard Idia Data results Real insightsinto whattheworldthinks Our extensive, ever-growing source of connected,living data eguips you with a rich understanding ofyour customers' complex lives. Understand what 2g+million registered panel members in over 55 marketsare thinking, and harness real-time data for smarter.evidence-based decisions with our suite of products. Personacarebrandrankings 2025 Most consideredpersonal carebrands in 2025 Pepsodent leads the 2025rankings, with 41% ofIndonesia consumersconsidering the brand far theirnextpersonalcarepurchase Halalbeautybrand,wardah(34.3%), and Lifebuoy (31%)follow closely, underscoringthe strong presence ofeveryday household staples inthe personal care category. #1:#1:Pepsodent #2:#2:Wardah #3:#3:Lifebuoy Most considered personal care brands: Gender Men lean toward functional hygiene brands, while women favor beauty and cosmetics, with homegrown beautybrand, wardah. leading the way. Most considered personal care brands: age groups Younger consumers lean into beauty and skincare, favoring brands like wardah and vaseline, while alder groups opt for functionalhygiene staples such as Pepsodent and Lifebuoy, reflecting different drivers of choice Increasinglyconsideredpersonalcare brandsyear-on-year Local brands take the top two spots:beauty brand wardah and personalcare brand Marina lead year-on-yeargains. wardah (+3.4) shows the strongestgrowth, ranking among the topconsideration brands for women andholdins second place among youngconsumers (18-34). Wardah's growthtrajectory wardah's brand consideration has steadilyclimbed since 2023. peaking at 46%among halal-only consumers and 37%armong Indonesians in general Demand for Halal products in Indonesia: Halal positioning as a strength: 64% ofIndonesians say they tend to only choosepersonal care products with a halal label Room for expansion: 44% of halal-onlyconsurmers(vs.34%nationally)feeltherange of halal-labeled products currentlyavailable is still very limited Profile spotlight:Who are youth-conscious Indonesians? Personal carehabits of youth.consciousIndonesians Youth-conscious Indonesian's recent spend onpersonal care and retailer preference Higher spend: Youth-consciousIndonesians were more likely than thenational average to spend IDR 5o.o01-1.50o.oo0 on personal care in the pastthree m0nths 18% vs. 14%j. 18%Wcl soert betwee * Dl ut.o0.100 13- 081 4 00 305nte las- 3rtrs. Compared te14% ral ep Retailer preference: They are mostlikely to shop at rtinirrarkets (62%).followed by shopee (5o%) andsupermarkets (38%, reflecting anomnichannel pattern that balancesoffline convenience with online access. Keytakeaways Pepsodent's broadappeal Youth-consciousIndonesians The rise of Wardak Pe psodent tops Indonesia's personalcare brand rankings in 2025 with itseguity anchored in funetional driverssuch as strong impressions. perceivedcuality, and everyday value .underscoring its role as a householdessential. Wardah's brand cansideration hassleadily climbed sice 2023, peaking al16% among halal-only consumers.Armong Indonesians in general. it hasgrown from 27% to 37%. Nearly one in three Inconesiarns identityas youth consciaus, and thoy soobeauty as a source of self-oonfidence. They move easily between affline andonline touchpoints (frorn rrinirmar ketsfor cveryday needs ta Shapee for cdigitalconvenience) while sticking to beautyproducts they know well. Wardah is a leadina homegrown beaulybrandinInconesiawithitshalalpositioning resonating strongly amongwomenandyoungerconsumersdriving its rising influence in beauty andSkincare. Pepsocent's strength skews older.ranking #1 among lndonesians aged 35-and cementing its position as a trustechygiene staple with mature consumers. Irdsrest rernal nae h+ 7r +7krgs 202. Methodology The brand tracking and profiling data in this report havebeen sourced via YouGov Brandindex and YouGov Profiles. Ifr proile deco d'we in this raaarr was pawedl y yo.Gowril iun dale a iebles 'ror s 2s+ ril ii alobalrt.Iets. I d:tn .Jst in this rer: w nss ir: -rsil!ndenesi. 225-- 2. hc bran? raykrse in this raoer a'e gaureed ro yoursws a ays oy brd teker.Yeueow Eranslrdex. he ra'k ras are bdse on .