From Cradle to Cart: The future of growth in Indonesia

Indonesia’s baby care sector is facing a paradox: consumption is rising, yet spend remains stagnant. Brands must find ways to win new buyers, and unlock value from their existing consumer base.

Not only are Indonesian baby care shoppers downtrading to lower-cost options, but the country’s birth rate is falling. This means that recruiting new buyers cannot be relied on alone as a route to growth. 

There are pockets of opportunity to be found across the market, for mainstream and premium brands alike. In this new report from Worldpanel by Numerator – From Cradle to Cart – we reveal where they are. 

We share the strategies that will help you to fight back against the downtrading trend – such as combining reach with affordability – and make focused investments in innovation and retail strategies. 

In the report, we’ll deepen your understanding of shoppers and their behaviour, as well as crucial market trends. You’ll learn about:

• The high-potential shopper segments and regions
• How to win buyers in key cities, secondary cities, and rural areas
• The standout segments showing rapid growth
• Retail dynamics across Indonesia – and which channels present the greatest opportunities
• The evolving role of promotion in creating value.