Indonesia Electric Shaver Market Outlook to 2028

Indonesia Electric Shaver Market Overview

The Indonesia electric shaver market is valued at USD 321 million, driven by increasing consumer demand for grooming products. The rising disposable income among urban populations, especially in major cities like Jakarta and Surabaya, is a critical driver of this market. Additionally, technological innovations such as rechargeable and waterproof shavers have gained traction, further fueling market growth. The convenience of electric shavers appeals to the growing number of young professionals who prioritize time-efficient grooming solutions.

In terms of regional dominance, Jakarta, Surabaya, and Bandung lead the market. This is largely due to higher urbanization rates, greater consumer awareness of grooming, and easier access to premium products in these metropolitan areas. These cities also have a higher concentration of retail outlets and e-commerce penetration, making it easier for consumers to purchase electric grooming products.

Indonesias import and export tariffs significantly influence the pricing and availability of electric shavers. In 2023, electric shavers imported into Indonesia were subject to an average tariff of 10%, which impacted their retail price. The Indonesian government has implemented various trade regulations to support local manufacturers and reduce dependency on imported products. These tariffs affect consumer access to global brands and challenge market entrants who rely on imports.

Indonesia Electric Shaver Market Segmentation

The Indonesia electric shaver market is segmented by product type and by distribution channel.

By Product Type: The market is segmented by product type into foil shavers, rotary shavers, and wet/dry shavers. Currently, foil shavers dominate the market due to their precision and smoother shave, which appeals to consumers seeking professional grooming standards at home. Brands like Philips and Panasonic offer a wide range of foil shavers, catering to various price segments, from budget-friendly to premium products. The sleek design and ease of use further contribute to their popularity among urban consumers.

By Distribution Channel: The market is also segmented by distribution channel into offline and online sales. Offline retail channels, including supermarkets and specialty stores, hold a dominant share due to the consumer preference for in-store product testing before purchase. However, the online retail segment is growing rapidly due to the convenience it offers, coupled with the rising use of e-commerce platforms like Tokopedia and Lazada, where electric shavers are often available at discounted prices.

Indonesia Electric Shaver Market Competitive Landscape

The Indonesia electric shaver market is dominated by several key players, both local and international, with a focus on product innovation, brand recognition, and distribution strategies. Global brands like Philips and Panasonic lead due to their extensive product lines and strong consumer trust, while local manufacturers are gaining market share by offering affordable alternatives with competitive features.

The market is characterized by a high level of competition among top players, and brands are increasingly focusing on technological innovations, such as smart shavers with Io T features, to capture the tech-savvy segment of the population. There is also a growing trend toward sustainability, with companies introducing eco-friendly packaging and energy-efficient products to attract environmentally-conscious consumers.

Indonesia Electric Shaver Industry Analysis

Growth Drivers

Rising Grooming Awareness: The growing awareness of personal grooming in Indonesia, driven by consumer preferences and changing grooming trends, has boosted the demand for electric shavers. In 2023, Indonesias urban population reached 154 million, with an increase in younger, urban, and digitally connected consumers seeking grooming products for convenience and personal care. Data from the World Bank indicates Indonesias urbanization rate is about 56.4%, reflecting a strong base of consumers inclined toward modern grooming tools like electric shavers. This trend aligns with Indonesias growing youth population, which stood at 69 million in 2023.

Increasing Disposable Income: Indonesias rising disposable income levels have played a crucial role in the increasing demand for electric shavers. Indonesia's Gross National Income (GNI) per capita was $4,580 in 2022, an increase from previous years, reflecting improved spending power among middle-income households. This rise in income, coupled with a relatively stable inflation rate (around 4.2% in 2023), enables consumers to purchase premium grooming products. As purchasing power grows, electric shavers, perceived as convenient and efficient, are becoming more popular in urban centers.

Influence of Fashion and social media: With 213 million internet users in Indonesia by 2023, social media platforms have become a significant driver of grooming trends, shaping consumer preferences for electric shavers. Influencers and celebrities endorsing grooming products, including electric shavers, have amplified their demand, especially among men aged 18-35, who are frequent social media users. Social media penetration, which is 77% of the total population, serves as a catalyst for the popularity of personal grooming products. The high engagement on platforms such as Instagram and Tik Tok directly influences purchasing behavior

Market Challenges

High Product Cost: Despite rising disposable income, the high cost of electric shavers remains a significant barrier for many Indonesian consumers. The average price for an electric shaver is relatively high compared to traditional razors, deterring cost-sensitive consumers. With the national minimum wage at approximately $190 per month in 2023, purchasing an electric shaver, which can cost upwards of $50, represents a considerable portion of the average income. This pricing challenge limits penetration in lower-income rural areas.

Intense Competition: Indonesia's electric shaver market faces intense competition from well-established brands and local manufacturers. Global brands such as Philips and Panasonic dominate the market, making it challenging for smaller or new entrants to establish a foothold. Brand loyalty among consumers also restricts the market potential for lesser-known players. In 2023, it was reported that over 70% of sales were concentrated within the top three global brands, leaving little room for new market entrants to gain substantial market share.

Indonesia Electric Shaver Market Future Outlook

Over the next five years, the Indonesia electric shaver market is expected to experience steady growth, driven by the increasing adoption of electric grooming products among men and women. The shift towards convenience and hygiene, coupled with the rise in disposable income, will continue to fuel demand for electric shavers. Technological advancements, such as the integration of Io T in grooming devices, and the growing focus on product sustainability are likely to open new avenues for market players. Companies that can innovate in terms of both technology and eco-friendliness will be well-positioned to capture market share.

Market Opportunities

Growth in E-Commerce: The expansion of e-commerce in Indonesia offers significant growth opportunities for the electric shaver market. With over 180 million digital buyers recorded in 2023, online platforms such as Tokopedia and Shopee provide greater reach to consumers, especially in remote areas. The rise in digital payments and logistics infrastructure improvements have facilitated the purchase and delivery of electric shavers. The growing preference for online shopping is expected to drive higher sales of electric shavers, particularly in urban and semi-urban regions.

Customization and Personalization: Electric shaver manufacturers are increasingly offering personalized grooming products to cater to specific consumer preferences. The trend toward customization is supported by Indonesia's large, diverse population, where consumers demand products tailored to different skin types and grooming styles. In 2023, more than 35% of male grooming product buyers in Indonesia expressed interest in shavers with adjustable settings for sensitive skin. This demand for tailored solutions presents opportunities for brands to differentiate themselves through product innovation and consumer-centric approaches.
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