Indonesia Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
By Product Type (Pantyliners, Tampons (Applicator Tampons, Digital Tampons), Towels (Standard Towels (Standard Towels with Wings, Standard Towels Without Wings), Slim/Thin/Ultra-Thin Towels (Slim/Thin/Ultra-Thin Towels with Wings, Slim/Thin/Ultra-Thin Towels Without Wings)), Intimate Wipes, Menstrual Cups, Period Underwear), By Nature (Disposable, Reusable), By Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), By Sales Channel (Retail Offline, Retail Online)
- FMCG
- Jan 2026
- VI0812
- 110
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Indonesia Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Indonesia is estimated at USD 410 million in 2025.
- The market size is expected to grow to USD 630 million by 2032.
- Market to register a cagr of around 6.33% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 90%.
- Competition
- More than 5 companies are actively engaged in producing menstrual care in Indonesia.
- Top 5 companies acquired around 90% of the market share.
- Johnson & Johnson Indonesia PT; Procter & Gamble Home Products Indonesia PT; Uni-Charm Indonesia Tbk PT; Kao Indonesia PT etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 85% of the market.
Indonesia Menstrual Care Market Outlook
The Indonesia menstrual hygiene market was valued at USD 410 million in 2025 and is further forecasted to reach almost USD 630 million by the end of 2032, with a CAGR of around 6.33% from 2026-2032. Despite the economic conditions of deflation and exchange rate challenges, the menstrual hygiene market continues to outperform the overall hygiene market because of the nature of the product itself. Increasing efforts put forth by the major market players to reach out to women from tier-two and tier-three cities with extensive roadshows and free sampling have further increased the usage rate of products. With a growing reach, the menstrual hygiene market itself has emerged as a high-growing market, especially for the gen-Z audience with increasing interests in hygiene products.
Towels are the leading product category and contribute about 90% to the overall market share, yet skinny, thin, and ultra-thin tissues are gaining popularity fast among the younger segment of end user in terms of comfort, confidentiality, and convenience. Companies like Uni-Charm Indonesia Tbk PT, Kao Indonesia PT, and Softex Indonesia PT are dominating the market with innovative technologies to enhance absorption capability, utilize natural elements, and have pleasant fragrances of betel leaf and green tea extract, due to which brand loyalty, particularly in medium to high-class families, has been enhanced by firms emphasizing on premium brands.
In terms of distribution channels, Retail Offline distributes around 85% of total sales in Retail Offline channels because convenience stores are considered a favorite shopping destination of end user due to convenience and discounts. However, online shopping platforms like Tokopedia and Shopee are growing considerably because of discounts, free shipping, and cash on delivery options available even in rural areas where digital payment is not possible.
Going forward, the market can be expected to continue its strong growth trajectory as more brands penetrate untapped areas while reaching out through educational campaigns. The element of affordability remains dominant in the Indonesian market, although trends are emerging in the sustainability aspects of products, like organic bamboo pads from “Perfect Fit.
Indonesia Menstrual Care Market Growth DriverIncreasing Awareness and Urbanisation Fuel the Demand For Menstrual Care Products
The market is supported by strong value growth due to increasing awareness levels and urbanization. Key to increasing user bases is increasing access to hygiene education initiatives. As per UNICEF Indonesia, "One in four Indonesian girls continues to experience difficulties in dealing with their menstruation in a safe way, causing efforts to increase hygiene education in the country to be stepped up. However, as Indonesia is undergoing fast urbanization, end user buying behavior is changing in that country as well according to the World Bank, 58.6% of Indonesians live in urban areas.
The companies are focusing on tier two, three, and four cities to increase awareness of the use of education roadshows as well as free product sampling. In addition, the rise in the involvement of women in the labor force has created a greater demand for discreet, practical, and effective products. These dynamics have improved the availability of the product, which is contributing to the premiumization of the mid-to-high income segment in Indonesia.
Indonesia Menstrual Care Market ChallengeEconomic Volatility and Lack of Awareness in Rural Regions Impede the Market Growth
Although there is steady improvement, economic cycles and a lack of menstrual health literacy in rural regions are currently holding back the market from reaching its true potential. As stated by the International Monetary Fund (IMF), Indonesia’s GDP growth rate declines slightly to 5.0%, due to inflationary factors that impact spending capacity. As a result, end user in lower-income pockets focus on cost rather than innovation. Furthermore, despite improvements, educational gaps exist – specifically in rural pockets, where social norms around menstruation continue to shape product acceptance.
Research conducted by the Ministry of Health Indonesia (Kementerian Kesehatan) indicates a 25% shortage of knowledge among adolescent girls regarding proper menstrual practices, which restricts the use of sanitary material. Societal embarrassment and miscommunication about menstruation also add to the trait of dependence on conventional practices. All these elements thwart the growth of volume in non-urban areas. To meet these challenges, a collective approach by governments, schools, and NGOs can help spread proper menstrual health practices and make products more affordable by offering subsidies or organizing the manufacture of products on a local scale.
Indonesia Menstrual Care Market TrendYounger Generations Lead Charge Towards Slimmer and More Natural Products
Indonesia has got a young population, which is changing consumption behavior related to sanitary products, with more support for slim, thin, and natural lines. The data from World Bank Population Data indicates that Indonesia has got over 68% of its population in the age bracket of 15 to 64, which essentially comprises of young and active people. On the other side, there is more exposure, which is changing attitudes, particularly among Gen Z.
The UNFPA Indonesia states that more than 80% of young girls are now accessing menstrual education through digital services, which is fueling the growth of innovative and natural products. New products introduced by manufacturers involve herbal-infused pads, including ingredients like betel leaf and green tea, which target end user who value cleanliness and skin care. This generation marks a transition from bulky, traditional products to modern, health-oriented packaging, which will fit Indonesia’s lifestyle standards.
Indonesia Menstrual Care Market OpportunitySustainability and Digital Education Open Up New Growth Paths
Increased awareness about the environment and social engagement through digital communication technologies are expected to provide excellent opportunities for growth in the market. According to the Ministry of Environment and Forestry, plastic waste constitutes 17% of total garbage in households, leading to interest from both the public and private sector to produce biodegradable menstrual products. At the same time, UNDP Indonesia indicates that more than 70% of Indonesian end user are interested in adopting habits for sustainable consumption.
New entrants, like Perfect Fit, are likely to use bamboo-based pads to cater to the need for eco-friendly and skin-sensitive products. At the same time, digital learning solutions for menstrual health are set to receive increasing acceptance, especially in semi-urban areas, particularly amongst young girls studying in schools. By creating an interface through social media engagement, data campaigns, and eco-friendly innovation solutions, contributions towards creating more awareness are likely to increase while also going along with the government's vision for a circular economy.
Indonesia Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Applicator Tampons
- Digital Tampons
- Towels
- Standard Towels
- Standard Towels with Wings
- Standard Towels Without Wings
- Slim/Thin/Ultra-Thin Towels
- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
- Standard Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment with the highest share under the product type in the Indonesia Menstrual Care Market is Towels, which captured around 90% of the market. Towels remain the dominant choice across the country due to their affordability, easy availability, and familiarity among users. For many women, especially in tier-two and tier-three cities, towels are the first and most accessible menstrual care product. Ongoing awareness campaigns and free sampling initiatives by leading brands have expanded towel usage in rural areas, while premium innovations featuring natural ingredients like betel leaf and green tea extract are appealing to higher-income households.
Despite the growing preference among younger users for thinner formats, standard towels continue to hold their leadership because they are considered safer and more reliable for first-time users. Their affordability and proven protection against leakage make them the preferred choice for a large portion of Indonesia’s female population, particularly in smaller cities and rural regions, where awareness of alternative menstrual care products remains limited.
By Sales Channel
- Retail Offline
- Retail Online
The segment with highest market share under sales channel is Retail Offline, with around 85% of share. Convenience stores, supermarkets, and drugstores are major contributors here as they ensure easy accessibility and maintain the Indonesian penchant for making smaller transactions more frequently.
Moreover, most Indonesian households earn their revenues on a weekly or daily basis, thereby triggering end user to splurge in nearby stores and not opt for such products in large quantities from Retail online platforms. Furthermore, visibility and offlife discounts in such settings ensure this sector sustains its strong position in the market.
List of Companies Covered in Indonesia Menstrual Care Market
The companies listed below are highly influential in the Indonesia menstrual care market, with a significant market share and a strong impact on industry developments.
- Johnson & Johnson Indonesia PT
- Procter & Gamble Home Products Indonesia PT
- Uni-Charm Indonesia Tbk PT
- Kao Indonesia PT
- Softex Indonesia PT
- Kimberly-Clark Indonesia PT
- Multi Duta Utari PT
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Indonesia Menstrual Care Market Policies, Regulations, and Standards
4. Indonesia Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Indonesia Menstrual Care Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in USD Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product Type
5.2.1.1. Pantyliners- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.1. Applicator Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.2. Digital Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1. Standard Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.1. Standard Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.2. Standard Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2. Slim/Thin/Ultra-Thin Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.1. Slim/Thin/Ultra-Thin Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.2. Slim/Thin/Ultra-Thin Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Intimate Wipes- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Menstrual Cups- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Period Underwear- Market Insights and Forecast 2022-2032, USD Million
5.2.2.By Nature
5.2.2.1. Disposable- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Reusable- Market Insights and Forecast 2022-2032, USD Million
5.2.3.By Age Group
5.2.3.1. Up to 18 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. 19-30 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.3. 31-40 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.4. 40 Years and Above- Market Insights and Forecast 2022-2032, USD Million
5.2.4.By Sales Channel
5.2.4.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.5.By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Indonesia Pantyliners Menstrual Care Market Statistics, 2022-2032
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in USD Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
6.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
6.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Indonesia Tampons Menstrual Care Market Statistics, 2022-2032
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in USD Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
7.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
7.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
7.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Indonesia Towels Menstrual Care Market Statistics, 2022-2032
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in USD Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
8.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
8.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
8.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Indonesia Intimate Wipes Market Statistics, 2022-2032
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in USD Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
9.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
9.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Indonesia Menstrual Cups Menstrual Care Market Statistics, 2022-2032
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in USD Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Indonesia Period Underwear Menstrual Care Market Statistics, 2022-2032
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in USD Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Uni-Charm Indonesia Tbk PT
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Kao Indonesia PT
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. Softex Indonesia PT
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Kimberly-Clark Indonesia PT
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. Multi Duta Utari PT
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Johnson & Johnson Indonesia PT
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Procter & Gamble Home Products Indonesia PT
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. Uni Charm Indonesia PT
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
13. Disclaimer
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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