HAIR CARE IN INDONESIA
Euromonitor International
June 2012
HAIR CARE IN INDONESIA
LIST OF CONTENTS AND TABLES
Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Sales of Hair Care by Category: Value 2006-2011 ...................................... 4
Sales of Hair Care by Category: % Value Growth 2006-2011 ...................... 4
Hair Care Premium Vs Mass % Analysis 2006-2011 ................................... 5
Sales of Styling Agents by Type: % Value Breakdown 2006-2011 .............. 5
Hair Care Company Shares 2007-2011 ....................................................... 5
Hair Care Brand Shares 2008-2011 ............................................................. 6
Styling Agents Brand Shares 2008-2011 ..................................................... 7
Colourants Brand Shares 2008-2011 ........................................................... 7
Salon Hair Care Company Shares 2007-2011 ............................................. 8
Salon Hair Care Brand Shares 2008-2011 ................................................... 8
Hair Care Premium Brand Shares 2008-2011.............................................. 8
Forecast Sales of Hair Care by Category: Value 2011-2016........................ 9
Forecast Sales of Hair Care by Category: % Value Growth 2011-2016 ....... 9
Forecast Hair Care Premium Vs Mass % Analysis 2011-2016 .................... 9
© Euromonitor International
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HAIR CARE IN INDONESIA
HAIR CARE IN INDONESIA
HEADLINES
 Hair care posts growth of 10% in 2011 to reach Rp5.8 trillion
 Manufacturers launch new products to address consumers’ specific needs
 Conditioners registers the fastest growth at 14% in current value terms in 2011
 Companies apply higher price increases in 2011 compared to the previous year
 In 2011, multinationals continue to hold leading positions in hair care
 Hair care is expected to register a CAGR of 5% in constant value terms over the forecast
period
TRENDS
 Given that the hair care category, which is dominated by shampoos, is already considered
saturated, manufacturers continued to introduce new products to address specific consumer
needs in 2011, in order to gain market shares. For example, Unilever launched Clear
shampoo with Nutrium 10 formula that treats all scalp problems, while Procter & Gamble
introduced Pantene Nature Care to strengthen and protect hair. In September 2011, Orindo
Alam Ayu with its Oriflame brand also introduced Hair X Frizz Free Shampoo and Hair X Frizz
Free Conditioner, which are specially designed for curly hair. All of these launches helped
sustain the positive volume growth of hair care in 2011.
 The majority of hair care products showed faster volume growth in 2011 than in the previous
year, thanks to improved consumer purchasing power, which led to more frequent purchases
on less essential hair care products, such as colourants, conditioners and styling agents. The
heavy investments by manufacturers in new variant launches and promotions also helped to
boost volume growth of hair care overall in 2011. The improved volume growth led to
accelerating current value growth of hair care to reach 10% in 2011, up from less than 9% in
the previous year.
 Conditioners posted the highest value growth of 14% in 2011, the highest in hair care. This
was thanks to its small value base, so an increase in sales translated to a huge percentage of
growth. Furthermore, manufacturers’ attempt to withdraw a number of 2-in-1 products and
replace them with separate shampoo and conditioner helped to boost growth of conditioners
in 2011. The promising performance of conditioners was also driven by the rising popularity of
hair mask products, which treat many hair problems.
 Driven by rising production costs due to the higher price of raw materials and packaging
materials in 2011, manufacturers of hair care products decided to apply higher price increases
in 2011 than in the previous year. The growing presence of products designed to address
specific hair problems also helped to boost the unit price of hair care as a whole in 2011.
 Standard shampoo continued to be the largest contributor to value sales of hair care with a
74% share in 2011. As standard shampoos are already very much a basic necessity for most
Indonesians, it proved very challenging for manufacturers to stimulate further usage.
Therefore, volume growth of standard shampoos tended to slow annually, in line with
population growth. Some years in the review period however were an exception, as a number
of leading 2-in-1 products, such as Rejoice, Pantene and Head & Shoulders, were withdrawn
and replaced with separate shampoo and conditioners. This led to accelerating volume
growth of standard shampoos. On the other hand, upon registering robust growth in 2010 due
© Euromonitor International
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HAIR CARE IN INDONESIA
to the withdrawal of Pantene 2-in-1 anti-dandruff, standard shampoo posted slower volume
growth of 5% in 2011, down from 11% in the previous year.
 Premium hair care products only accounted for 1% of value sales in 2011, with leading
manufacturers in hair care continuing to focus on appealing to the mass market. Within
premium hair care products, L’Oréal remained the leading player, with Makarizo in second
place. In terms of strategy, Makarizo advanced quickly in 2011 due to its method of selling
direct to salons, coupled with the rapid expansion of product distribution.
 Within styling agents, there was a sharp rise in the growth of styling gel and wax. After a
series of launches of Clear styling gel by Unilever in mid 2006, the country witnessed an
increasing number of men and women purchasing hair styling products, helping the product
achieve sharp growth in sales. Unilever successfully leveraged its technological expertise into
lucrative new areas, and now pose a threat to other leading styling agents brands, such as
Gatsby and Brylcreem from Mandom and Sara Lee Body Care Indonesia , respectively.
 According to industry sources, anti-dandruff formulas are estimated to have accounted for
around 40% of value sales of shampoos in 2011, with the most prominent brand being Clear
from Unilever. Demand for anti-dandruff shampoos in Indonesia is considerable as dandruff is
one of the most common problems for Indonesians. Aside from anti-dandruff shampoos, other
common types of shampoo include products to treat various hair problems, such as hair loss
and damaged hair resulting from hair colouring and straightening.
 Natural hair care products were on the rise during 2011. New product launches included
Pantene Nature Care (standard shampoo and conditioners made with cassia seed extracts)
and an imported brand Ichikami standard shampoo and conditioners made from rice bran and
Sakura flower extract. During 2011, the number one direct seller Orindo Alam Ayu also
heavily promoted its Oriflame Nature shampoo and conditioner, which is available in many
variants, such as coconut and ricemilk, grapes and Echinacea, lime and ginger and kiwi and
orange.
 In 2011, salon hair care continued to register a positive performance with current value growth
of 7%. This was driven by the opening of more beauty salons to cater to growing demand in
most major cities. Salon hair care, however, appeals only to a niche consumer base,
particularly affluent consumers who have specific hair problems. Salon hair care products are
considered expensive, and many consumers visiting salons still prefer to buy hair care
products in retail outlets, as they can find a wider range of variants and brands at more
competitive prices.
 Medicated shampoos posted a respectable value growth of 11% in 2011. Growth continued to
be robust for medicated shampoos due to the small consumer base; value sales in 2011
amounted to only 3% of total hair care sales. Industry sources are confident that the potential
for medicated shampoos is far from realised, and manufacturers have stepped up their efforts
to educate consumers about the efficacy of the products. By 2011, it was already quite
common to come across advertisements for Selsun and Nizoral SS in magazines, although
TV advertising was still deemed too expensive for medicated shampoos due to the small
consumer base. In 2011, however, the volume growth of medicated shampoos continued to
decelerate, as the product continued to receive competition from anti-dandruff standard
shampoo, such as Clear and Head & Shoulders which claims to contain strong ingredients to
solve dandruff problems.
COMPETITIVE LANDSCAPE
 The hair care environment became increasingly consolidated in 2011, dominated by two
prominent multinationals, namely Unilever and Procter & Gamble. Their shares accounted for
© Euromonitor International
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HAIR CARE IN INDONESIA
a combined value of 69% in 2011. The two companies have wide brand portfolios targeting
different consumer groups and they also invested heavily in new product launches as well as
aggressive promotional efforts during the review period.
 Orindo Alam Ayu with its Oriflame brand is considered a small player in hair care with a 1%
value share in 2011. In 2011, however, the company achieved the largest increase in value
sales with 23% value growth. This was thanks to its small value base and the company’s
strategies to boost sales including aggressive member recruitments, price promotions and
online ordering implementation. Oriflame has a wide range of hair care products. Its shampoo
and conditioner products consist of two main brands: Oriflame Nature (made of natural
ingredients) and Oriflame Hair X to treat specific hair problems, such as mature, fine, flat,
normal and curly hair.
 Multinationals have a strong presence in hair care through the top three players Unilever,
Procter & Gamble, Mandom and L’Oréal. In addition to wide brand portfolios targeting
different consumer segments and needs, they also have large budgets for promotions as well
as extensive research and development capabilities to drive product innovation. While
Unilever and Procter & Gamble are prominent players only in retail hair care, L’Oréal is the
leading player in salon hair care and has a respectable share in retail hair care. Meanwhile,
Mandom is the leading player in men’s styling agents.
 The new product launches during 2011 including Clear shampoo with Nutrium 10 formula,
Pantene Nature Care, Oriflame Hair X Frizz Free Shampoo and Oriflame Hair X Frizz Free
Conditioner helped to boost value sales growth of respective companies. The launches,
however, had limited impact on the hair care category, as they merely prompted consumers to
switch brands.
 Responding to consumers’ rising concerns regarding the health and beauty of their hair,
manufacturers were very aggressive in launching innovative products targeting specific age,
gender, and consumer needs. Given that brand switching is very common in hair care,
especially in terms of shampoos, manufacturers invested heavily in promotional efforts,
especially advertising, as well as other promotional activities, such as bundling free gifts with
products and “buy-one-get-one-free” promotions in modern retail outlets particularly
hypermarkets and chained chemists/pharmacies.
PROSPECTS
 With the already large hair care category, manufacturers will have to work harder to come up
with innovations in order to boost volume growth over the forecast period. Product innovation
is expected to come in the form of new formulations to address specific hair problems, such
as anti-ageing shampoos, new packaging designs, and targeting new specific consumer
segments. This is therefore predicted to revitalise the already mature hair care industry in the
country over the forecast period.
 In terms of volume growth, hair care is forecast to maintain stability in the coming years, given
the already huge volume sales and deep penetration, especially for standard shampoos,
which is the main driver of the overall hair care performance. Instead of prompting faster
volume growth, the expected emergence of innovative products will merely result in
consumers switching brands. Standard shampoos is predicted to post a volume CAGR of 4%
over the forecast period, down from 9% in the review period.
 Although standard shampoos is expected to register a weaker performance in the forecast
period than in the review period due to product maturity, overall hair care will post a constant
value CAGR of 5% in the forecast period, up from 3% in the review period. As consumers are
expected to shift to brands offering value-added benefits, value growth of hair care products
© Euromonitor International
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HAIR CARE IN INDONESIA
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as a whole is expected to continue accelerating over the forecast period, as these products
are typically more expensive than their standard counterparts. Value sales are likely to be
further fuelled by higher-priced versions with new and innovative variants, such as hair mask
treatments that continue to address specific hair needs. This may give manufacturers a
reason to push up the unit price bar.
 The trend of urban dwellers colouring, straightening and perming their hair as part of their
modern lifestyles is unlikely to slow down over the forecast period. This is expected to benefit
hair conditioners, as applying chemicals to the hair during the process of colouring,
straightening and perming can often result in dry hair. Supported by expected improvement in
consumer purchasing power, conditioners has the potential to show the highest growth
among hair care with a CAGR of 11% in constant value terms over the forecast period.
 Colourants is set to register a significant improvement in constant value growth in the forecast
period at a CAGR of 7%, up from a CAGR of 2% in the review period. Colouring hair will
continue to be a growing trend, especially among urban dwellers. More consumers will colour
their hair in order to boost confidence, or merely to follow fashion trends. As consumers are
expected to prefer more natural hair colours compared with brighter colours, manufacturers
will meet demand by introducing such products.
 Unilever and Procter & Gamble are expected to continue leading hair care in the forecast
period. Supported by huge budget for research and development and promotions, both
companies may come up with innovative product variants in the forecast period. They are also
likely to step up their promotional efforts to boost volume sales.
CATEGORY DATA
Table 1
Sales of Hair Care by Category: Value 2006-2011
Rp billion
2-in-1 Products
Colourants
Conditioners
Hair Loss Treatments
Perms and Relaxants
Salon Hair Care
Shampoos
- Medicated Shampoos
- Standard Shampoos
Styling Agents
Hair Care
Source:
2006
2007
2008
2009
2010
2011
619.3
66.1
257.2
20.3
2,463.7
89.9
2,373.8
345.2
3,771.7
309.7
67.7
293.2
22.3
2,984.6
112.3
2,872.3
398.6
4,076.2
294.2
74.5
332.8
24.2
3,337.4
134.8
3,202.6
458.4
4,521.5
275.1
80.8
372.7
25.9
3,644.5
153.7
3,490.9
508.9
4,907.9
110.0
88.1
419.3
27.5
4,131.2
169.0
3,962.1
562.3
5,338.4
94.1
97.8
475.9
29.4
4,526.2
187.6
4,338.5
632.6
5,855.9
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Hair Care by Category: % Value Growth 2006-2011
% current value growth
2-in-1 Products
Colourants
Conditioners
© Euromonitor International
2010/11
2006-11 CAGR
2006/11 Total
-14.5
11.0
13.5
-31.4
8.2
13.1
-84.8
48.0
85.0
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HAIR CARE IN INDONESIA
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Hair Loss Treatments
Perms and Relaxants
Salon Hair Care
Shampoos
- Medicated Shampoos
- Standard Shampoos
Styling Agents
Hair Care
Source:
7.0
9.6
11.0
9.5
12.5
9.7
7.7
12.9
15.9
12.8
12.9
9.2
44.8
83.7
108.8
82.8
83.3
55.3
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3
Hair Care Premium Vs Mass % Analysis 2006-2011
% retail value rsp
Premium
Mass
Total
2006
2007
2008
2009
2010
2011
1.0
99.0
100.0
1.0
99.0
100.0
1.1
98.9
100.0
1.1
98.9
100.0
1.1
98.8
100.0
1.2
98.8
100.0
Source:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 4
Sales of Styling Agents by Type: % Value Breakdown 2006-2011
% retail value rsp
Cream
Gel
Hairspray/Lacquers
Mousse
Wax
Total
Source:
2006
2007
2008
2009
2010
2011
43.5
27.0
10.0
9.0
10.5
100.0
41.0
27.5
9.5
8.5
13.5
100.0
36.5
28.0
9.0
8.0
18.5
100.0
35.0
28.5
8.5
7.5
20.5
100.0
33.5
29.5
8.0
7.0
22.0
100.0
32.0
30.5
7.5
6.5
23.5
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 5
Hair Care Company Shares 2007-2011
% retail value rsp
Company
Unilever Indonesia Tbk PT
Procter & Gamble Home
Products Indonesia PT
Mandom Indonesia Tbk PT
L'Oréal Indonesia PT
Lion Wings PT
Abbott Indonesia PT
Johnson & Johnson
Indonesia PT
Gondo Wangi Tradisional
Kosmetika PT
Kosmindo PT
Sara Lee Body Care
Indonesia Tbk PT
© Euromonitor International
2007
2008
2009
2010
2011
45.4
24.9
42.6
26.4
42.5
26.7
42.3
26.8
42.4
27.0
6.2
7.1
5.0
1.9
0.7
6.8
7.0
6.2
2.1
0.8
6.9
7.0
6.4
2.2
0.8
7.1
7.0
6.5
2.3
0.9
7.4
7.1
6.1
2.3
0.9
0.9
0.8
0.8
0.8
0.8
1.1
0.5
0.9
0.6
0.8
0.6
0.7
0.6
0.7
0.6
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HAIR CARE IN INDONESIA
Passport
Kinocare Era Kosmetindo
PT
Orindo Alam Ayu PT
Hoyu Indonesia PT
Amindoway Jaya PT
Monica Hijau Lestari PT
Universe Lion PT
Martha Tilaar Group
Estrella Laboratories PT
Lionindo Jaya PT
Revlon Inc
Private Label
Others
Total
Source:
0.5
0.5
0.5
0.5
0.5
0.3
0.2
0.2
0.1
0.2
0.1
0.1
0.0
4.6
100.0
0.3
0.2
0.2
0.1
0.1
0.1
0.0
0.0
4.1
100.0
0.2
0.2
0.2
0.1
0.1
0.1
0.0
3.8
100.0
0.4
0.2
0.2
0.2
0.1
0.1
3.4
100.0
0.4
0.3
0.2
0.2
0.1
0.1
3.1
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 6
Hair Care Brand Shares 2008-2011
% retail value rsp
Brand
Sunsilk
Pantene
Clear
Lifebuoy
Rejoice
Gatsby
Zinc
Emeron
Selsun
Elsève
Head & Shoulders
L'Oréal Studio Line
Garnier Neril
Johnny Andrean
Nizoral
Natur
Clear by Brisk
Dove
Brylcreem
L'Oréal Excellence
Ellips
Wella Koleston
Clairol Herbal
Essences
Oriflame
Wella
Garnier Nutrisse
Natea
L'Oréal Professionnel
Satinique
Mandom
© Euromonitor International
Company
2008
2009
2010
2011
Unilever Indonesia Tbk PT
Procter & Gamble Home
Products Indonesia PT
Unilever Indonesia Tbk PT
Unilever Indonesia Tbk PT
Procter & Gamble Home
Products Indonesia PT
Mandom Indonesia Tbk PT
Lion Wings PT
Lion Wings PT
Abbott Indonesia PT
L'Oréal Indonesia PT
Procter & Gamble Home
Products Indonesia PT
L'Oréal Indonesia PT
L'Oréal Indonesia PT
Mandom Indonesia Tbk PT
Johnson & Johnson
Indonesia PT
Gondo Wangi Tradisional
Kosmetika PT
Unilever Indonesia Tbk PT
Unilever Indonesia Tbk PT
Sara Lee Body Care
Indonesia Tbk PT
L'Oréal Indonesia PT
Kinocare Era Kosmetindo PT
Kosmindo PT
Procter & Gamble Home
Products Indonesia PT
Orindo Alam Ayu PT
Kosmindo PT
L'Oréal Indonesia PT
19.0
17.4
18.8
17.7
18.7
17.8
18.4
18.0
14.3
8.1
6.3
14.2
8.2
6.3
14.1
8.2
6.5
14.8
7.8
6.5
5.4
3.2
3.1
2.1
2.0
2.4
5.7
3.3
3.1
2.2
2.0
2.3
6.0
3.6
3.0
2.3
2.2
2.2
6.3
3.3
2.8
2.3
2.3
2.2
2.2
2.0
1.1
0.8
2.2
1.8
1.0
0.8
2.2
1.8
0.9
0.9
2.2
1.7
0.9
0.9
0.8
0.8
0.8
0.8
0.5
0.6
0.6
0.6
0.6
0.6
0.7
0.6
0.6
0.7
0.7
0.6
0.4
0.5
0.4
0.4
0.4
0.5
0.4
0.4
0.5
0.4
0.4
0.3
0.5
0.4
0.4
0.3
0.2
0.4
0.2
0.2
0.3
0.2
0.3
0.2
0.2
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
L'Oréal Indonesia PT
Amindoway Jaya PT
Mandom Indonesia Tbk PT
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HAIR CARE IN INDONESIA
The Body Shop
Bigen
Oriflame Nature
Hoyu Currensia
Wella System
Professional
Barbara Walden
Rudy Hadisuwarno
Schwarzkopf Poly
Color
Emeron
Ascend
Brisk
Private label
Others
Total
Source:
Monica Hijau Lestari PT
Hoyu Indonesia PT
Orindo Alam Ayu PT
Hoyu Indonesia PT
Kosmindo PT
0.1
0.2
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
Universe Lion PT
Martha Tilaar Group
Estrella Laboratories PT
0.1
0.1
0.0
0.1
0.1
-
0.1
0.1
-
0.1
0.1
-
-
-
-
-
0.0
4.4
100.0
0.0
4.0
100.0
3.6
100.0
3.3
100.0
Lionindo Jaya PT
Procter & Gamble Home
Products Indonesia PT
Unilever Indonesia Tbk PT
Private Label
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 7
Styling Agents Brand Shares 2008-2011
% retail value rsp
Brand
Gatsby
L'Oréal Studio Line
Clear by Brisk
Brylcreem
Mandom
Barbara Walden
Oriflame
Johnny Andrean
The Body Shop
Amway Satinique
Rudy Hadisuwarno
New 8
Spalding
Brisk
Private label
Others
Total
Source:
Passport
Company
2008
2009
2010
2011
Mandom Indonesia Tbk PT
L'Oréal Indonesia PT
Unilever Indonesia Tbk PT
Sara Lee Body Care
Indonesia Tbk PT
Mandom Indonesia Tbk PT
Universe Lion PT
Orindo Alam Ayu PT
Mandom Indonesia Tbk PT
Monica Hijau Lestari PT
Amindoway Jaya PT
Martha Tilaar Group
Mandom Indonesia Tbk PT
Mandom Indonesia Tbk PT
Unilever Indonesia Tbk PT
Private Label
53.4
21.5
5.3
6.0
54.6
21.5
6.1
5.7
56.5
20.5
6.6
5.5
57.9
20.0
6.7
5.6
1.9
1.4
0.5
1.0
0.5
0.4
0.4
7.6
100.0
1.7
1.3
0.4
0.7
0.5
0.4
0.3
6.8
100.0
1.6
1.1
0.6
0.6
0.5
0.4
0.2
5.9
100.0
1.5
1.0
0.6
0.5
0.5
0.4
0.2
5.2
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 8
Colourants Brand Shares 2008-2011
% retail value rsp
Brand
L'Oréal Excellence
Crème
Wella Koleston
Garnier Nutrisse
Natéa
Bigen Prominous
© Euromonitor International
Company
2008
2009
2010
2011
L'Oréal Indonesia PT
26.5
27.0
27.5
28.0
Kosmindo PT
L'Oréal Indonesia PT
25.5
9.5
24.5
10.0
23.5
10.5
23.0
11.0
9.5
9.5
9.0
8.5
Hoyu Indonesia PT
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HAIR CARE IN INDONESIA
Hoyu Currensia
Rudy Hadisuwarno
Sasha
Miratone
Wella Soft Color
Schwarzkopf Poly
Color
Garnier Natéa
L'Oréal Casting
Récital
Others
Total
Source:
Passport
Hoyu Indonesia PT
Martha Tilaar Group
Kinocare Era Kosmetindo PT
Mandom Indonesia Tbk PT
Kosmindo PT
Estrella Laboratories PT
L'Oréal Indonesia PT
L'Oréal Indonesia PT
L'Oréal Indonesia PT
5.0
4.7
1.5
3.8
1.2
1.0
5.5
4.4
2.5
3.6
1.0
-
6.0
4.2
3.0
3.4
0.8
-
6.5
4.0
3.5
3.2
0.6
-
11.8
100.0
12.0
100.0
12.1
100.0
11.7
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 9
Salon Hair Care Company Shares 2007-2011
% retail value rsp
Company
2007
2008
2009
2010
2011
L'Oréal Indonesia PT
Kosmindo PT
Makarizo Indonesia PT
Henkel AG & Co KGaA
Others
Total
48.0
23.0
16.5
9.0
3.5
100.0
49.0
22.5
17.0
8.0
3.5
100.0
50.0
22.0
17.5
7.0
3.5
100.0
50.0
21.5
18.5
6.5
3.5
100.0
50.0
21.5
19.0
6.0
3.5
100.0
Source:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 10
Salon Hair Care Brand Shares 2008-2011
% retail value rsp
Brand
L'Oréal Professionnel
Wella System
Professional
Makarizo
Kérastase
Schwarzkopf
Others
Total
Source:
Company
2008
2009
2010
2011
L'Oréal Indonesia PT
Kosmindo PT
33.5
22.5
34.0
22.0
34.0
21.5
34.5
21.5
17.0
15.5
8.0
3.5
100.0
17.5
16.0
7.0
3.5
100.0
18.5
16.0
6.5
3.5
100.0
19.0
15.5
6.0
3.5
100.0
Makarizo Indonesia PT
L'Oréal Indonesia PT
Henkel AG & Co KGaA
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 11
Hair Care Premium Brand Shares 2008-2011
% retail value rsp
Brand
L'Oréal Professionnel
Wella System
Professional
Makarizo
Kérastase
© Euromonitor International
Company
2008
2009
2010
2011
L'Oréal Indonesia PT
Kosmindo PT
16.3
11.0
16.3
10.6
15.2
9.6
14.5
9.0
8.3
7.6
8.4
7.7
8.3
7.2
8.0
6.5
Makarizo Indonesia PT
L'Oréal Indonesia PT
8
HAIR CARE IN INDONESIA
Nu Skin
Schwarzkopf
Herbalife
Others
Total
Source:
Passport
Nusa Selaras Indonesia PT
Henkel AG & Co KGaA
Herbalife Indonesia PT
1.9
3.9
0.3
50.7
100.0
2.6
3.4
0.5
50.6
100.0
3.9
2.9
0.3
52.6
100.0
3.7
2.5
0.3
55.5
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 12
Forecast Sales of Hair Care by Category: Value 2011-2016
Rp billion
2-in-1 Products
Colourants
Conditioners
Hair Loss Treatments
Perms and Relaxants
Salon Hair Care
Shampoos
- Medicated Shampoos
- Standard Shampoos
Styling Agents
Hair Care
Source:
2011
2012
2013
2014
2015
2016
94.1
97.8
475.9
29.4
4,526.2
187.6
4,338.5
632.6
5,855.9
95.7
102.7
523.5
30.0
4,704.2
200.7
4,503.4
664.2
6,120.3
97.1
108.8
578.5
30.8
4,897.3
213.8
4,683.5
704.1
6,416.6
98.4
116.4
642.2
31.6
5,106.9
226.6
4,880.3
753.4
6,748.8
99.3
125.8
716.0
32.6
5,339.0
239.1
5,099.9
817.4
7,130.0
100.1
137.7
801.9
33.6
5,590.6
251.0
5,339.6
891.0
7,554.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 13
Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
% constant value growth
2011-16 CAGR
2011/16 TOTAL
1.3
7.1
11.0
2.7
4.3
6.0
4.2
7.1
5.2
6.5
40.8
68.5
14.4
23.5
33.8
23.1
40.8
29.0
2-in-1 Products
Colourants
Conditioners
Hair Loss Treatments
Perms and Relaxants
Salon Hair Care
Shampoos
- Medicated Shampoos
- Standard Shampoos
Styling Agents
Hair Care
Source:
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14
Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
% retail value rsp
Premium
Mass
Total
© Euromonitor International
2011
2012
2013
2014
2015
2016
1.2
98.8
100.0
1.2
98.8
100.0
1.3
98.7
100.0
1.3
98.7
100.0
1.4
98.6
100.0
1.4
98.6
100.0
9
HAIR CARE IN INDONESIA
Source:
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
© Euromonitor International
Passport
10