Beiersdorf eyes up male grooming in Indonesia

By Lucy Whitehouse

- Last updated on GMT

Beiersdorf eyes up male grooming in Indonesia

Related tags: Hygiene, Male, Cosmetics

Beiersdorf, the manufacturer of skin care brand Nivea, is angling to profit from the lucrative male grooming sector in Indonesia, stating it wants to see 20% growth in the sector within the country.

This hoped-for male grooming growth will contribute robustly to the 10% overall sales growth the company is looking to gain in the year ahead, according to The Jakarta Globe.

Indonesia seems to be a focal point for the industry at present, with Shiseido having just signed a joint venture agreement with local firm PT Sinar Mas Tunggal, part of Indonesian conglomerate Sinar Mas Group.

Grooming booming

According to Euromonitor International, the “strong double-digit growth​” which the male grooming category enjoyed in Indonesia up to the end of last year is set to continue: “men are expected to be increasingly aware of their appearance​."

Those urban males who feel the need to be well-groomed in order to increase their confidence and sex appeal are thus spending more on men’s grooming products,” ​anaylsts note.

“This trend is likely to benefit overall growth within men’s grooming products, especially men’s hair care and men’s skin care.​”

Global trend

The consumer enthusiasm for male care products in Indonesia aligns with the increasing global demand.

Product categories like men’s facial skin care and grooming tools - electric shavers, trimmers and home hair clippers are said to be amongst the largest growth drivers in the personal care industry, boasting an overall sales growth of 12% up from 9% in the last twelve months alone.

“Men are increasingly using skin care products such as anti-ageing creams, eye creams, energy-boosting serums, tinted moisturizers, blemish balms, and hand and body lotions as a part of their everyday routine,”​ says research firm Kline’s Nancy Mills.

Growth in Indonesian cosmetics market

The cosmetics market in Indonesia has been witnessing annual growth of over 10% according to Shiseido, something that is expected to continue in future.

Both male and female Indonesians are increasingly concerned with appearance according to Euromonitor, and are trying to look younger and more beautiful due to peer pressure and exposure to beauty advertising featuring celebrity endorsement.

Related topics: Market Trends, All Asia-Pacific

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