Positive value sales growth for other pet food continues in 2025, though at a slightly slower pace than in 2024. Unlike the more dynamic cat and dog food, other pet food is less attractive to new competitive entrants, resulting in stable unit-price growth that nevertheless remains the highest across the three categories. Owners of birds, fish, small mammals and reptiles face few feeding alternatives, since table scraps are often unsuitable for these species, creating inelastic demand that underp

Value sales of pet products continue to rise steadily in Indonesia in 2025, exhibiting greater stability than other pet care categories. Growth is being driven from a small base, where expansion into new consumer segments offsets a modest contraction among existing customers responding to suboptimal economic conditions. Although other pet products remains by far the largest subcategory by retail value, cat litter is achieving the fastest growth rates in 2025. Urban cat ownership is on the rise,

In 2025, Indonesia’s dog food market continues to record modest value sales growth, albeit at a slightly slower pace than in 2024. Dog owners - typically middle- to upper-income consumers - remain less affected by weakening purchasing power, and unlike in cat food there is little shift towards smaller or more economical re-packaged variants. Instead, rising value sales are driven primarily by an expanding base of dog adopters and by higher selling prices. Economy dry dog food retains its positio

Value sales of pet care in Indonesia are slowing in 2025, while volume sales are showing a slight decline. After a year of subdued performance in 2024, the industry continues to face economic uncertainty in 2025, and the weakening of purchasing power among existing pet owners translates into only modest value growth. However, the contraction in demand is counterbalanced by an expanding base of pet owners, particularly in urban areas where smaller household sizes are fuelling a rise in pet compan

In 2025, cat food in Indonesia is seeing positive growth in value sales, though at a markedly slower rate than was recorded in 2024. Indonesian consumers, faced with weakened purchasing power, have migrated towards the economy tier or opted for smaller, lower-priced repackaged branded offerings, leading to lower volumes alongside modest unit-price gains. These gains are partly restrained by competitively priced imports from Chinese brands such as Life Cat and Ori Cat, which have secured notable

Over 2025, spectacles in Indonesia is projected to see good and slightly faster growth in retail volume terms, compared with 2024. Meanwhile, strong growth is expected in retail current value sales, albeit at a slightly slower rate than in 2024. The forecast growth in spectacles is underpinned by their dual role as vision aids and fashion accessories. In Indonesia, spectacles have evolved beyond their functional purpose, becoming a key element of personal style, especially among young urban cons

Eyewear in Indonesia is projected to see healthy retail volume and current value growth over 2025, albeit slower than in 2024. The upward trajectory is supported by the pervasive influence of social media platforms, which have heightened consumer awareness of and interest in their personal appearance. As individuals increasingly seek to emulate online fashion trends, eyewear has emerged as a pivotal accessory, blending functionality with style. This shift is evident in the rising demand for dive

Contact lenses and solutions in Indonesia is projected to see strong retail volume and current value growth over 2025, albeit slower than the double-digit increases posted in 2024. Daily disposable lenses (DD) is expected to see strong retail volume growth and the fastest increase in retail current value sales over 2025. The growth in contact lenses is largely driven by Generation Z consumers, who exhibit distinct purchasing behaviours compared to previous generations. They are often more discer

Sunglasses in Indonesia is projected to see moderate retail volume and good retail current value growth over 2025, albeit well below 2024 growth rates. Slower growth than other eyewear categories is largely due to economic uncertainty and weakened consumer spending, as well as consumer prioritisation. Amid inflationary pressures, many Indonesian consumers are prioritising essential eyewear, such as prescription spectacles, over discretionary purchases like sunglasses, especially those in lower-i

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Video games experienced value growth in Indonesia in 2024, driven by video games software. This was influenced by the popularity of mobile gaming, and the kidult trend, which increased spending on premium games and subscriptions. E-commerce platforms played a crucial role in distribution, offering accessibility and convenience. The competitive landscape remained highly fragmented, with key players having a presence in mobile games, and growth seen for players offering subscription models.

In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.

In 2024, traditional toys and games experienced growth in value sales in Indonesia, with dolls and accessories and construction being significant in this performance. Notable trends included the influence of kidults on demand for collectibles and nostalgia-driven products, as well as the impact of brand partnerships and educational toys. Although physical stores remained dominant, e-commerce was on the rise. Meanwhile, the competitive landscape was fragmented, yet starting to see consolidation.

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviors. It quantifies consumer behaviors, preferences, and motivations, aligning them with broader trends.

In 2024, skin care in Indonesia demonstrated exceptionally strong growth in the double digits in both retail volume and current value terms. Apart from sun care, growth was higher than any other beauty and personal care category, despite already accounting for the highest sales. Growth was largely driven by the enthusiastic adoption of beauty routines by younger generations. Inspired by the global K-beauty trend, younger Indonesians showed a heightened interest in maintaining healthy, glowing sk

Deodorants in Indonesia continued to see only moderate single-digit retail current value growth in 2024, as the growth of the category slowed down at the end of the review period after its rapid growth in the previous 10 years. This product generally has high penetration amongst urban consumers, while it is not considered a “must-have” for many consumers outside of urban areas. This was why it also faced challenges from the economic uncertainties in 2024, as consumers tended to prioritise essent

Sun care was the fastest-growing category in beauty and personal care in retail current value terms over 2021-2023, and this momentum continued in 2024. This rapid growth is a huge contrast to declining consumer confidence in the country, where many have been saving money, purchasing only essentials. The biggest growth factor is the extended summer heatwaves, which intensified in 2024, bringing more awareness amongst consumers of the dangers of UV exposure, including risk of skin ageing, hyperpi

As an already mature category, bath and shower in Indonesia experienced only low single-digit retail current value growth in 2024, continuing the struggle it experienced in 2023. 2024 was a tough year for Indonesian consumers due to economic uncertainties from the election, the weakening currency, and the tough job market. With all these uncertainties, the cost of living was rising, especially for food and housing. This resulted in lower consumer confidence, with consumers choosing to save money

Colour cosmetics in Indonesia showcased healthy growth in 2024, driven by double-digit retail current value increases in categories such as eye make-up, facial make-up, and lip products. This growth was underpinned by a new generation of young Indonesians who are increasingly interested in beauty and self-expression. Young consumers, influenced by social media and beauty influencers, are experimenting with new looks and products, boosting demand for colour cosmetics. Categories such as eye make-

In 2024, depilatories in Indonesia experienced solid retail current value growth, although this was under the average for overall beauty and personal care, reflecting steady but niche demand for hair removal products. Opportunities in this category arise from increasing awareness of personal grooming and hygiene, especially amongst younger consumers, and women who prioritise smooth skin as part of their beauty routine. The rise of social media influencers and beauty trends promoting hair-free ae

In 2024, men’s grooming in Indonesia saw strong growth in retail current value terms, reflecting a cultural shift whereby more men are placing importance on their appearance and personal care. This change is being driven by evolving societal norms, greater exposure to grooming trends through social media, and increased awareness of health and hygiene. As men become more conscious of their image, they are investing in products that cater to their specific grooming needs, fuelling steady growth ac

Fragrances experienced high single-digit retail current value growth in Indonesia in 2024, mainly driven by the growing popularity of mass fragrances, whereby many new brands entered e-commerce and then expanded to offline retail. There is growing awareness of fragrances in general, as brands are collaborating with top influencers and celebrities to build awareness, and mass brands offer affordable products that are now widely available in convenience stores, supermarkets, and small fragrance st

Baby and child-specific products in Indonesia experienced stable retail current value growth in 2024, driven by rising awareness of such products amongst Millennial mothers, who are tech-savvy and well-informed through the internet. With better education, these mothers prioritise the health and wellbeing of their children, resulting in increased demand for high-quality baby care products. Growth has been from a low base, as the penetration of the category remains relatively low. However, the bir

Beauty and personal care in Indonesia achieved positive growth in both retail volume and current value terms in 2024, supported by several key factors. Younger consumers drove demand, influenced by heightened awareness of hygiene, personal appearance, and global beauty trends. Social media platforms and influencer marketing amplified the visibility of beauty products, while the rapid growth of e-commerce made these products more accessible to a wider audience, contributing to an overall increase