Spire Insights
Spire Insight: Potensi Pasar Kosmetik Indonesia
Pasar kosmetik di Tanah Air amat menggiurkan lantaran didorong oleh jumlah populasi penduduk yang cukup besar. Tapi, produk impor juga marak.
Oleh Miza Alvina | Konsultan Spire Research and Consulting
Spire Insight • Daya tarik pasar kosmetik Indonesia tentu tak lepas dari besarnya jumlah populasi penduduk. Tak heran, merek-merek kosmetik multinasional berbondong-bondong masuk ke pasar ini.
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Apalagi, jumlah wanitanya—kaum yang amat peduli penampilan—mencapai 130 juta jiwa alias separuh dari total penduduk 268 juta jiwa dan 68% di antaranya merupakan usia produktif.
Tren pertumbuhan pasar kosmetik di Tanah Air itu sudah tampak sejak dua tahun lalu. Berdasarkan data Kementerian Perindustrian, pasar kosmetik dalam negeri pada 2018 naik 20% atau empat kali lipat dari pertumbuhan ekonomi nasional pada 2017.
Tren pertumbuhan pasar kosmetik itu masih terus berlanjut hingga saat ini, yang tahun lalu tumbuh 9% dibanding periode yang sama tahun sebelumnya. Sayangnya, kenaikan itu tidak sepenuhnya dinikmati oleh produsen-produsen lokal.
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Buktinya, produk-produk impor tampak membanjiri pasar kosmetik negeri ini. Setidaknya ada 45 negara yang produk-produknya mencari peruntungan di pasar ini, di antaranya Paris, Amerika, Jepang, Malaysia, Thailand, China, dan Korea Selatan.
Tren pertumbuhan pasar kosmetik itu masih terus berlanjut hingga saat ini.
Produk-produk dari Eropa, Amerika, dan Jepang sudah lebih dulu masuk ke pasar kosmetik Indonesia karena memang negara-negara tersebut merupakan produsen kosmetik terkenal di dunia.
Mayoritas produk kosmetik asal kawasan tersebut menyasar pasar premium dengan banderol harga cukup tinggi.
Beberapa produk kosmetik premium itu seperti L’Oreal Paris, Nyx, Maybelline, Mac, Estee, Lauder, Saint Yves, Shiseido, SK-II, The Body Shop, Clinique, Victoria Secret, L’Occitane, La Prairie, Elizabeth Arden, dan lainnya.
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Kementerian Perindustrian menyebut nilai impor kosmetik global ke Indonesia pada 2018 mencapai US$850,15 juta. Angka itu meningkat dari US$631,66 juta pada 2017.
Sementara Badan Pusat Statistik merilis data nilai impor kosmetik dan perlengkapan toilet, termasuk perlengkapan kecantikan, skin-care, manicure/pedicure, hingga US$22,6,74 juta (kurs Rp14.500 = sekitar Rp3,29 triliun).
Pertumbuhan Nilai Pasar Kosmetik di Indonesia 2010-2023
Nilai sebesar itu meningkat nyaris 30% dibanding nilai impor kosmetik pada 2016 yang mencatatkan angka US$175,48 juta (Rp2,54 triliun). Badan Pusat Statistik menyebut nilai impor produk kecantikan, termasuk kosmetik, produk perawatan, dan sabun, periode Januari-Juli 2018 mencapai US$431,2 juta atau naik 31,7% dibanding tahun sebelumnya.
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Hasil analisis yang dilakukan Worldpanel Indonesia menunjukkan bahwa loyalitas konsumen Indonesia tergolong rendah. Peluang untuk beralih merek dan gonta-ganti produk cenderung lebih tinggi ketimbang persentase untuk loyal terhadap satu merek tertentu.
Perilaku pasar kosmetik yang suka gonta-ganti merek (brand switching) itu didorong oleh sedikitnya 88% konsumen di Indonesia lebih suka bereksperimen dengan berbagai merek untuk produk yang sama.
Pada dasarnya produsen tidak bisa mencegah konsumen untuk menggunakan produk lain.
Terjadinya brand switching karena ditunjang oleh globalisasi jaringan informasi, sehingga katalog atau informasi suatu barang bisa didapatkan dengan mudah, baik dari iklan media massa dan elektronik maupun internet.
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Memang, pada dasarnya produsen tidak bisa mencegah konsumen untuk menggunakan produk lain. Tapi, yang dapat dilakukan adalah membuat konsumen lebih terikat pada produknya dengan membangun loyalitas merek (brand loyalty) dan loyalitas pelanggan (customer loyalty).
Semakin meningkat permintaan pasar kosmetik terhadap produk tertentu akan semakin memperbesar merek atau perusahaan yang memproduksinya. Itu menjadi faktor pertama perkembangan perusahaan dan industri kosmetik.[nextpage title=”Baca selanjutnya…”]
Faktor kedua, yaitu inovasi. Baik produk kosmetik bermerek maupun tidak, jika memiliki diferensiasi yang unik, berbeda dengan produk lainnya, akan meningkatkan perkembangan pasar kosmetik. Itu sebabnya, para produsen harus memiliki strategi pemasaran yang jitu agar produknya laku di pasar.
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Faktor ketiga, insentif dari pemerintah. Industri kosmetik di Indonesia juga didukung penuh oleh pemerintah dengan memberikan insentif dalam bentuk tax allowance dan pembebasan bea cukai terhadap impor mesin.
Dengan adanya insentif dari pemerintah, maka industri kosmetik diharapkan mampu bersaing dengan produk impor dan mampu meningkatkan produksinya. Ketersediaan bahan baku herbal untuk menunjang produksi kosmetik dalam negeri juga melimpah.
Faktor keempat adalah harga. Harga produk, yang ditentukan berdasarkan segmen pasar, juga memengaruhi perkembangan pasar kosmetik. Hal itu tentu berpengaruh terhadap tingkat persaingan antara produk lokal dan impor.
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Faktor terakhir, yaitu tren. Pasar kosmetik dalam negeri juga dipengaruhi oleh tren pengguna. Seperti belakangan ini banyak kaum pria yang mulai menggunakan produk kosmetik sama seperti kaum wanita.
Tren lain, kian banyak dermatolog spesialis, blogger, dan vloger khusus kecantikan yang membutuhkan kosmetik sebagai bahan konten. Tren-tren itu tentu akan berubah setiap tahunnya.•
Catatan: Artikel ini dibuat dan menjadi tanggung jawab sepenuhnya oleh Spire Research and Consulting.
Spire Research and Consulting merupakan perusahaan riset pasar dan konsultasi bisnis global, terutama di negara-negara berkembang. Perusahaan yang didirikan pada 2000 di Singapura ini kini memiliki kantor perwakilan di semua negara Asia Pasifik dan berkantor pusat di Tokyo, Jepang.
PT Spire Indonesia | Wisma BNI Lt. 25 Unit 8-10, Jalan Jend. Sudirman Kav. 1, Jakarta 10220, Telp/Faks: (021) 57945800 | www.spireresearch.com
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