Indonesia refillable deodorants market report Size, Share, Growth Drivers, Trends, Opportunities & Forecast 2025–2030

Indonesia Refillable Deodorants Market Overview

• The Indonesia Refillable Deodorants Market is valued at USD 175 million, based on a five-year historical analysis. This growth is primarily driven by increasing consumer awareness regarding sustainability, coupled with a shift towards eco-friendly products. The rising demand for refillable options is also influenced by the growing trend of reducing plastic waste, as consumers seek alternatives that align with their environmental values. Additionally, the organic fragrance trend is boosting market growth, as health-conscious buyers increasingly seek natural, chemical-free options with plant-based materials and essential oil mixtures that align with clean beauty preferences.
• Key cities such as Jakarta, Surabaya, and Bandung dominate the market due to their high population density and urban lifestyle, which fosters a greater demand for personal care products. Additionally, these cities have a more significant presence of retail outlets and e-commerce platforms, making refillable deodorants more accessible to consumers who are increasingly inclined towards sustainable choices.
• The Indonesian government has implemented comprehensive regulations aimed at reducing plastic waste and promoting sustainable personal care practices. These regulatory frameworks encourage manufacturers to adopt eco-friendly practices and develop refillable packaging solutions, thereby enhancing the market for refillable deodorants as part of a broader sustainability strategy.

Indonesia Refillable Deodorants Market Segmentation

By Type:The market is segmented into various types of refillable deodorants, including Spray Deodorants, Roll-On Deodorants, Stick Deodorants, Gel Deodorants, Cream Deodorants, Natural Deodorants, and Others. Spray Deodorants are currently leading the market due to their convenience and ease of use, appealing to a broad consumer base. The trend towards natural and organic products is also gaining traction, with Natural Deodorants witnessing increased demand as consumers become more health-conscious and environmentally aware.

By End-User:The market is segmented by end-user demographics into Men, Women, and Unisex. Women represent the largest segment, driven by a higher demand for personal care products and a growing trend towards sustainable beauty. Men’s grooming products are also on the rise, with an increasing number of male consumers seeking eco-friendly options. Unisex products are gaining popularity as they cater to a broader audience, appealing to consumers who prefer gender-neutral branding.

Indonesia Refillable Deodorants Market Competitive Landscape

The Indonesia Refillable Deodorants Market is characterized by a dynamic mix of regional and international players. Leading participants such as Unilever Indonesia, Procter & Gamble Indonesia, Natura &Co, L'Oréal Indonesia, Henkel Indonesia, The Body Shop Indonesia, Scentio Indonesia, Sensatia Botanicals, Green People Indonesia, Eco Warrior Indonesia, Biore Indonesia, Dove Indonesia, Secret Indonesia, Nivea Indonesia, Avoskin contribute to innovation, geographic expansion, and service delivery in this space.

Indonesia Refillable Deodorants Market Industry Analysis

Growth Drivers

• Increasing Consumer Awareness of Sustainability:The Indonesian population is becoming increasingly aware of sustainability issues, with 70% of consumers expressing concern about environmental impacts in a recent survey by the Indonesian Ministry of Environment. This awareness is driving demand for refillable deodorants, as consumers seek products that minimize waste. The government’s commitment to reducing plastic waste by 30% in future further supports this trend, encouraging brands to innovate in sustainable packaging solutions.
• Rising Demand for Eco-Friendly Personal Care Products:The eco-friendly personal care market in Indonesia is projected to reach IDR 5 trillion in future, reflecting a significant shift in consumer preferences. This growth is fueled by a younger demographic, with 60% of millennials prioritizing sustainable products. As consumers increasingly opt for natural ingredients and environmentally friendly options, refillable deodorants are well-positioned to capture this growing segment, aligning with broader trends in health and wellness.
• Government Initiatives Promoting Refillable Products:The Indonesian government has implemented various initiatives to promote sustainable practices, including the "Zero Waste" program, which aims to reduce single-use plastics. In future, the government allocated IDR 1.5 trillion to support businesses transitioning to refillable systems. These initiatives not only enhance consumer trust but also incentivize manufacturers to invest in refillable deodorant lines, creating a more favorable market environment for sustainable products.

Market Challenges

• Limited Consumer Knowledge About Refillable Options:Despite the growing interest in sustainability, many Indonesian consumers remain unaware of refillable deodorant options. A study by the Indonesian Consumer Protection Agency found that only 35% of consumers could identify refillable products. This lack of knowledge poses a significant barrier to market penetration, as brands must invest in educational campaigns to inform consumers about the benefits and availability of refillable deodorants.
• Competition from Traditional Deodorant Brands:The Indonesian deodorant market is dominated by established traditional brands, which hold approximately 75% market share. These brands benefit from strong brand loyalty and extensive distribution networks. As refillable deodorants enter the market, they face the challenge of differentiating themselves and convincing consumers to switch from familiar products, necessitating strategic marketing efforts to build brand recognition and trust.

Indonesia Refillable Deodorants Market Future Outlook

The future of the refillable deodorants market in Indonesia appears promising, driven by increasing consumer demand for sustainable products and supportive government policies. As awareness grows, brands that effectively communicate the environmental benefits of refillable options are likely to gain traction. Additionally, the rise of e-commerce platforms will facilitate access to these products, enabling consumers to make more sustainable choices conveniently. Innovations in packaging and product formulation will further enhance market appeal, positioning refillable deodorants as a viable alternative in personal care.

Market Opportunities

• Expansion of E-Commerce Platforms for Sales:The e-commerce sector in Indonesia is expected to grow to IDR 200 trillion in future, providing a significant opportunity for refillable deodorant brands. Online platforms allow for targeted marketing and direct consumer engagement, making it easier to educate potential customers about the benefits of refillable products and reach a wider audience.
• Collaborations with Local Retailers for Visibility:Partnering with local retailers can enhance the visibility of refillable deodorants in Indonesia. With over 1 million retail outlets across the country, strategic collaborations can facilitate product placement and increase consumer access. This approach not only boosts brand recognition but also aligns with community values, fostering a sense of local support for sustainable initiatives.