Sanitary Protection in Indonesia - New Market Study Published

Product segmentation in targeting different demographic groups within sanitary protection is becoming more apparent. For example, there are product lines targeting teenagers, and premium products targeting the more affluent consumer. Continuous population growth in a country where the number of females is similar to the number of males ensures a steady demand for sanitary protection, especially from teenage females entering the productive stage. Softex Indonesia PT, for example, has been differentiating its product lines as exemplified by its launch of Softex Hello Kitty in 2014, a range that targets teenagers and young adults who are fans of this Sanrio character. VClass, another company product line, on the other hand, is targeting the premium segment of more affluent consumers (consisting mainly of more mature women). Kimberly-Clark Indonesia PT has also been offering various product lines, such as Kotex S-Tyle, designed especially for teens, and Kotex Luxe, designed especially for the premium segment. These are additions to the standard Kotex Soft & Smooth, the earliest products in the company’s sanitary protection range.

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Competitive Landscape

With a continually growing share, Uni Charm Indonesia PT managed to strengthen its leadership in sanitary protection in 2014. The company is active in delivering innovative products to the market, with the latest Charm Extra Dry, being launched in 2013. Through increasing its product lines in this category, which amounted to 22 in 2014 (based on day or night, size/length, slim or regular, with side gathers or without, with wings or without wings), Uni Charm is gaining more competitive advantages in tapping into a wider consumer base with differing needs. The company has been able to respond quickly to the growing local consumer base by investing in local manufacturing facilities. Recent additions include its second facility built in 2010, a third facility built in 2013, and the expansion of its first facility in 2013-2014. Increasing its domestic facilities has generated more competitive advantages in terms of distribution cost-savings, such as the third facility built in East Java to strengthen its presence in the eastern area of Indonesia. Besides enjoying growth in sanitary protection, Uni Charm is also leading in nappies/diapers/pants thanks to its Mamy Poko Pants and Mamy Poko brands, and in light incontinence (in terms of value sales) thanks to its Lifree brand. Uni Charm’s products are supported by aggressive marketing and above-the-line and below-the-line marketing activities, which has helped them gain brand-awareness among consumers all over Indonesia.

Industry Prospects

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