The growing middle-income segment of Indonesia's large population is increasingly looking to buy higher-quality consumer goods and particularly those which promote hygiene and health. This makes Indonesia a favorable market, in this case, for disposable hygiene products such as diapers which are used at all stages of life. From baby diapers for infant care to sanitary napkins and pantyliners for feminine hygiene to adult diapers/ incontinence care for health care, Unicharm has you covered. According to Euromonitor and Sinarmas Investment Research, between 2018 and 2023 the retail value of Indonesia's baby care segment is expected to grow at 10.8% annually to Rp 33.5 trillion, feminine care products by 9.4% annually to Rp 5.9 trillion and adult diapers 15.7% annually to Rp 2.7 trillion.
It's therefore, unsurprising that Japan's disposable hygiene products juggernaut, Unicharm Corporation (UC Japan), is expanding its presence in Indonesia—a market that, behind Japan and China, is the third-largest in the company's 80-country global footprint. UC Japan is a manufacturer of feminine care, baby care, and health care products. Unicharm's flagship brands the are market leaders in their respective segments in Indonesia. Its baby care products, marketed under the MamyPoko brand, account for nearly 50% of the market in Indonesia, while feminine care (Charm) and health care (LiFree) each accounts for 45% of the market.
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