| REPORT ATTRIBUTE |
DETAILS |
| Historical Period |
2019-2022 |
| Base Year |
2023 |
| Forecast Period |
2024-2032 |
| Indonesia Nutricosmetics Market Size 2024 |
USD 179.2 Million |
| Indonesia Nutricosmetics Market, CAGR |
9.2% |
| Indonesia Nutricosmetics Market Size 2032 |
USD 362.34 Million |
Market Overview:
The Indonesia Nutricosmetics Market is projected to grow from USD 179.2 million in 2024 to an estimated USD 362.34 million by 2032, with a compound annual growth rate (CAGR) of 9.2% from 2024 to 2032.
Several key drivers are fueling the growth of the Indonesia nutricosmetics market. One of the major factors is the increasing consumer demand for beauty products that offer not just external results but also improve health from within. This aligns with a global trend of consumers seeking wellness products that support natural beauty. In Indonesia, the rising middle-class population with increasing disposable incomes is contributing to the market’s expansion, as they are more inclined to invest in premium beauty and health products. Additionally, the growing awareness about the benefits of dietary supplements for skin, hair, and anti-aging is boosting the demand for nutricosmetics. The influence of social media and endorsements by beauty influencers further stimulate market growth, as consumers become more aware of the importance of inner beauty.
Regionally, the nutricosmetics market in Indonesia is predominantly centered in urban areas such as Jakarta, Surabaya, and Bandung, where higher disposable incomes and a growing beauty-conscious population drive demand. Urban consumers in these regions are more likely to adopt new beauty trends, including nutricosmetics, due to their exposure to global beauty and wellness trends. Additionally, the market is seeing growth in tier-two cities, where younger consumers are becoming increasingly interested in premium beauty products. With the support of digital platforms and e-commerce, nutricosmetic brands are expanding their reach across the country, providing easier access to consumers in both urban and rural areas. Furthermore, Indonesia’s large population and the influence of neighboring markets in Southeast Asia present long-term growth opportunities for the nutricosmetics industry in the region.
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Market Drivers:
Rising Health and Beauty Consciousness:
A key driver of the Indonesia nutricosmetics market is the increasing consumer awareness of the connection between health and beauty. Indonesian consumers are becoming more informed about how nutrition and dietary supplements can enhance beauty from within, particularly for skin health, hair vitality, and anti-aging. The concept of holistic beauty, where appearance is linked to overall well-being, is gaining traction. This shift is driven by rising health consciousness, leading consumers to seek products that not only enhance their outward appearance but also improve their internal health. As this awareness spreads, the demand for nutricosmetics, which offer combined beauty and wellness benefits, is expected to continue growing.
Rising Disposable Incomes and Growing Middle Class:
Indonesia’s expanding middle class, coupled with rising disposable incomes, is playing a significant role in driving the nutricosmetics market. As incomes grow, consumers are more willing to spend on premium beauty products and supplements that promise long-term health and beauty benefits. This trend is particularly strong in urban areas, where a culture of self-care and beauty enhancement is more prevalent. For instance, The middle class has been growing faster than other groups; there are now at least 52 million economically secure Indonesians, or one Indonesian in every five. The growth of e-commerce and online retail platforms in Indonesia has also made these products more accessible to a broader audience. Consumers now have more choices and can easily purchase nutricosmetics from both local and international brands. As economic conditions improve and disposable income levels rise, the market for these beauty-from-within products is expected to see sustained growth.
Influence of Social Media and Beauty Trends:
The influence of social media is another significant driver of the Indonesia nutricosmetics market. Platforms such as Instagram and TikTok, along with local beauty influencers, play a major role in shaping consumer preferences and promoting beauty products. Many consumers, especially younger ones, are heavily influenced by beauty trends and product endorsements by influencers who advocate for holistic beauty approaches. Nutricosmetics have gained prominence as these influencers highlight the importance of not only external beauty routines but also internal health supplements to achieve glowing skin, strong hair, and overall radiance. As a result, the popularity of nutricosmetics has surged, with social media becoming a powerful marketing tool for brands looking to tap into this growing consumer base.
Increasing Demand for Anti-Aging Solutions:
As Indonesia’s population ages, there is a growing demand for anti-aging solutions, and nutricosmetics are increasingly seen as an effective option. The aging population, especially among women, is seeking products that address skin aging, wrinkles, and loss of elasticity. Nutricosmetics, which often include ingredients like collagen, vitamins, and antioxidants, are marketed as products that slow down the aging process by working from the inside out. For instance, in 2022, the percentage of the population of Indonesia aged 65 years or older was around 6.86%. Consumers are drawn to these products due to their perceived ability to provide longer-lasting and more natural beauty solutions compared to topical creams and treatments. The growing focus on healthy aging will continue to drive the demand for nutricosmetics in Indonesia.
Market Trends:
Shift Toward Holistic Beauty Solutions:
One of the prominent trends in the Indonesia nutricosmetics market is the shift toward holistic beauty solutions that combine health and aesthetic benefits. Consumers are increasingly looking for products that promote beauty from within, rather than relying solely on topical skincare. This trend is driven by growing awareness of the link between nutrition and physical appearance, particularly for skin and hair health. Nutricosmetics that contain ingredients such as vitamins, antioxidants, and collagen are becoming more popular as they promise long-term improvements in skin elasticity, hydration, and overall glow. The emphasis on inner health as a pathway to outer beauty is reshaping consumer preferences and driving the demand for these products.
Rising Popularity of Plant-Based and Natural Ingredients:
Another important trend in the Indonesian nutricosmetics market is the increasing demand for products that contain plant-based and natural ingredients. As consumers become more concerned about the potential side effects of synthetic chemicals in beauty products, they are seeking out natural alternatives that are perceived as safer and more sustainable. Nutricosmetics that feature botanical extracts, superfoods, and herbal supplements are gaining traction, particularly among health-conscious consumers. Brands are responding by formulating products that are free from artificial additives and focus on using organic or naturally derived ingredients. This trend aligns with the broader global shift towards clean beauty and wellness products, further boosting the nutricosmetics market in Indonesia. According to Indonesia’s National Agency of Drug and Food Control (BPOM RI), the number of cosmetic companies in the country increased by over 20%, from 819 to 913 entities, within a year (2021-2022)
Influence of E-Commerce and Digital Platforms:
The rise of e-commerce and digital platforms is playing a crucial role in shaping the Indonesia nutricosmetics market. With more consumers turning to online shopping, nutricosmetic brands are leveraging digital platforms to reach a broader audience. E-commerce has made it easier for consumers to access a variety of nutricosmetic products from both local and international brands. Additionally, online platforms allow consumers to research products, read reviews, and follow beauty influencers who promote the benefits of nutricosmetics. As digital marketing strategies evolve, brands are using social media campaigns, influencer collaborations, and targeted advertising to increase their visibility and engage with potential customers. The convenience of online shopping, combined with increased digital interaction, is a key factor driving the market’s growth.
Customization and Personalization of Nutricosmetics:
Customization and personalization are emerging as key trends in the Indonesia nutricosmetics market. As consumers become more educated about their specific beauty and health needs, there is growing demand for products tailored to individual preferences and requirements. Brands are responding by offering personalized nutricosmetic solutions that cater to different skin types, dietary needs, and lifestyle factors. For example, some companies provide customizable beauty supplements that allow consumers to select ingredients based on their unique concerns, such as anti-aging, hydration, or acne prevention. This trend is expected to grow as consumers continue to seek products that align with their personal beauty goals, enhancing the overall appeal and value of nutricosmetics in Indonesia.
Market Restraints and Challenges:
Lack of Consumer Awareness in Rural Areas:
One of the key challenges facing the Indonesia nutricosmetics market is the lack of consumer awareness in rural areas. While urban consumers are becoming increasingly familiar with nutricosmetics and their benefits, many in rural regions are still unaware of the concept of beauty from within. This gap in awareness limits the market’s growth potential outside of major cities, where most of the demand is currently concentrated. Additionally, rural consumers often prioritize basic skincare products over premium or specialized products like nutricosmetics. Overcoming this challenge requires extensive education and marketing efforts to reach these untapped markets and inform potential consumers about the health and beauty benefits of nutricosmetics. The sales of multivitamins by the Indonesian gummy supplement start-up, YOU, nearly tripled amid the coronavirus outbreak as people recognized vitamins as a means of preventive healthcare. For instance, a survey conducted by the Indonesian Ministry of Health in 2023 revealed that only 35% of rural consumers were aware of nutricosmetics, compared to 75% in urban areas.
High Product Costs and Affordability Issues:
Another significant restraint in the Indonesia nutricosmetics market is the high cost of nutricosmetic products, which can be prohibitive for a large segment of the population. Many nutricosmetics are positioned as premium products, and their prices reflect the use of high-quality ingredients like collagen, antioxidants, and plant-based extracts. For many middle- and lower-income consumers, these products remain out of reach. The price sensitivity of the Indonesian market poses a challenge to achieving broader adoption of nutricosmetics, particularly among price-conscious consumers. Brands need to strike a balance between maintaining product quality and offering more affordable options to increase market penetration.
Regulatory Challenges and Compliance:
Regulatory challenges also pose a restraint in the Indonesia nutricosmetics market. The industry is subject to strict regulations, particularly concerning product safety, labeling, and ingredient sourcing. Navigating these regulatory requirements can be complex and time-consuming for manufacturers. Additionally, ensuring compliance with local standards while meeting international market demands can increase operational costs and delay product launches. Companies operating in the nutricosmetics market need to continuously adapt to evolving regulations to avoid potential setbacks and ensure their products meet both national and international safety standards.
Market Segmentation Analysis:
By Product Type, vitamins, carotenoids, and omega-3 fatty acids are the key categories. Vitamins, especially A, C, and E, dominate the segment due to their well-known benefits in promoting skin health and overall wellness. Carotenoids, known for their antioxidant properties, are increasingly popular in products that target skin radiance and anti-aging. Omega-3 fatty acids are gaining traction as more consumers become aware of their benefits for both skin elasticity and hair health.
By Form, the market is divided into liquid and solid formats. Solid forms, such as capsules and tablets, hold the largest share due to their convenience and widespread acceptance among consumers. Liquid forms, including drinks and syrups, are also growing in popularity, especially among those looking for easier-to-consume products with faster absorption rates.
By Application, skincare is the leading segment, as consumers primarily seek products that enhance skin health, prevent aging, and improve complexion. Hair care is another growing category, driven by increased awareness of the benefits of nutricosmetics for strengthening hair and preventing hair loss. Oral care and sun protection products are smaller segments but are gradually gaining attention as consumers look for holistic beauty solutions that cover various aspects of personal care. Overall, skincare and hair care lead the market, reflecting the demand for beauty-from-within products in Indonesia.
Segmentation:
By Product Type:
- Vitamins
- Carotenoids
- Omega-3 Fatty Acids
- Others
By Form
By Application
- Skin Care
- Hair Care
- Oral Care
- Sun Protection
- Others
Regional Analysis:
Greater Jakarta
Greater Jakarta, comprising the capital city and surrounding areas, holds the largest market share in Indonesia’s nutricosmetics sector, accounting for approximately 40% of the market. As the most economically developed region, Jakarta boasts a high concentration of middle- and upper-income consumers who are more inclined to invest in premium beauty and wellness products. The urban population in Jakarta is highly influenced by global beauty trends, social media, and influencers, leading to greater demand for innovative products such as nutricosmetics. Moreover, the presence of major retail and e-commerce platforms further drives the accessibility and popularity of nutricosmetics in this region.
Java (outside Jakarta)
Java, excluding the Jakarta metropolitan area, accounts for around 25% of the Indonesia nutricosmetics market. This region includes cities such as Surabaya, Bandung, and Semarang, which are key economic hubs with growing urban populations. The increasing disposable incomes in these cities are driving demand for health and beauty products, including nutricosmetics. However, while the market is growing, consumer awareness is still developing compared to Greater Jakarta. Nevertheless, as more consumers become familiar with the benefits of nutricosmetics, particularly in cities like Surabaya, the market is expected to expand.
Sumatra
Sumatra holds approximately 20% of the market share, showing steady growth in the nutricosmetics sector. As one of Indonesia’s largest islands, Sumatra’s economic development and urbanization are contributing to increased demand for premium beauty products. Major cities such as Medan and Palembang are experiencing rising consumer interest in health and beauty, with nutricosmetics becoming more popular among young professionals and beauty-conscious consumers. However, accessibility to these products is still somewhat limited compared to Java and Greater Jakarta, posing a challenge to market growth.
Other Islands
Other regions, including Bali, Kalimantan, Sulawesi, and smaller islands, collectively account for approximately 15% of the nutricosmetics market. Although these regions are less developed compared to Java and Sumatra, there is significant potential for growth, particularly in tourism-driven areas like Bali. The increasing number of tourists, coupled with rising consumer interest in wellness and beauty, is expected to drive demand for nutricosmetics in these regions over the coming years. However, rural and remote areas remain largely untapped due to lower disposable incomes and limited access to premium products, representing a challenge for market penetration.
Key Player Analysis:
- Amway Corporation
- BASF SE
- ExcelVite Sdn. Bhd.
- Functionalab Group
- Glaxosmithkline Plc.
- Inneov Spain SA
- LycoRed Ltd.
- Vitabiotics Indonesia
- Swisse Wellness PTY Ltd.
- YOUVIT
Competitive Analysis:
The Indonesia nutricosmetics market is highly competitive, with both international and local players vying for market share. Key international brands such as Shiseido, Amway, and Herbalife dominate the market with their well-established product lines and global reputation. These companies leverage advanced research, product innovation, and strong marketing strategies to attract beauty-conscious consumers. Local brands like Mustika Ratu and Sariayu, known for incorporating traditional Indonesian herbal ingredients, also play a significant role in the market by appealing to consumers seeking natural and culturally relevant products. E-commerce platforms, such as Tokopedia and Shopee, have further intensified competition by providing greater access to a wider range of nutricosmetic products, both local and international. Companies are increasingly focusing on influencer marketing, product differentiation, and strategic partnerships to strengthen their presence in this growing market. As consumer demand for beauty-from-within products rises, the competitive landscape is expected to become even more dynamic.
Recent Developments:
- On February 6, 2023, Croda International Plc announced an agreement to acquire Solus Biotech, a leader in biotechnology-derived beauty actives, from Solus Advanced Materials for KRW 350 billion (approximately £232 million) on a cash-free and debt-free basis. This acquisition provides Croda with access to Solus’ expertise in natural retinol, phospholipid, and ceramide technologies, enhancing its capabilities in the biotech-derived beauty actives market.
- In December 2022, Sanofi and Innate Pharma SA announced an expansion of their partnership. Sanofi licensed an NK cell engager program from Innate’s ANKET™ (Antibody-based NK Cell Engager Therapeutics) technology, which targets B7H3, with the option to include up to two additional ANKET™ targets.
Market Concentration & Characteristics:
The Indonesia nutricosmetics market is moderately fragmented, with a mix of international and local players competing for market share. Key international brands, such as Shiseido and Amway, hold a strong presence due to their global recognition and advanced product offerings. Local brands, like Mustika Ratu and Sariayu, also play a significant role by incorporating traditional Indonesian herbal ingredients, appealing to consumers seeking natural beauty solutions. The market is characterized by a growing preference for natural, plant-based, and holistic beauty products that promote health from within. E-commerce platforms have significantly boosted product accessibility, helping both global and local brands expand their reach across urban and rural areas. Social media and influencer marketing are major tools in driving consumer awareness and influencing purchasing decisions. As demand for beauty supplements and holistic wellness increases, competition is expected to intensify, encouraging innovation and product differentiation.
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Report Coverage:
The research report offers an in-depth analysis based on By Product Type, By Form and By Application. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook:
- The Indonesia nutricosmetics market is expected to see sustained growth driven by increasing consumer awareness of beauty-from-within products.
- Rising disposable incomes, particularly in urban areas, will lead to higher demand for premium nutricosmetic offerings.
- The market will benefit from growing interest in natural and plant-based ingredients, aligning with global clean beauty trends.
- E-commerce platforms will continue to play a key role in expanding the reach of nutricosmetics across the country.
- Social media and influencer marketing will further boost consumer interest and adoption of nutricosmetics.
- Urban centers like Jakarta and Surabaya will remain key markets, but growth in tier-two cities is expected to rise.
- Demand for anti-aging and skin-enhancing supplements will increase as the aging population seeks long-term beauty solutions.
- Product innovation and customization will drive competition as brands cater to specific beauty concerns.
- Local brands will increasingly compete with international players by offering culturally relevant, affordable products.
- Regulatory compliance and consumer education in rural areas will remain key challenges but offer potential for future market expansion.
