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Spire Insights: Permintaan Produk Skin Care di Indonesia Terus Meningkat

Oleh Clarita Dewi Puspitasari, Konsultan Spire Research and Consulting



Spire Insights Perawatan diri (personal care) merupakan usaha untuk merawat diri agar seseorang tetap cantik atau ganteng. Salah satu bentuk perawatan diri adalah dengan melakukan perawatan kulit (skin care), tentu saja menggunakan produk skin care yang cocok.

Belakangan ini, kepedulian orang untuk merawat diri semakin besar sehingga permintaan terhadap produk personal care semakin meningkat. Di Indonesia, permintaan produk personal care terus tumbuh, setidaknya dalam rentang tahun analisis 2017-2021.

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Dari seluruh produk personal care yang beredar di pasar, produk skin care menempati urutan keempat yang paling digunakan. Alhasil, produk skin care memborong 40% dari total pendapatan produk personal care di pasar nasional pada 2021 atau tumbuh rata-rata 4,5% per tahun (2017-2021).


Dari berbagai produk skin care, produk perawatan wajah tercatat yang paling laris.

Dari berbagai produk skin care, produk perawatan wajah (face treatment) tercatat yang paling banyak terjual di pasaran. Produk perawatan wajah itu seperti face serum, face moisturizer, facial wash, dan toner. Produk perawatan badan (body care) paling diminati berikutnya.

Standar Kecantikan

Obsesi wanita untuk mempunyai kulit putih dan cerah membuat produk skin care amat diminati di pasar Indonesia. Riset menunjukkan 82,5% wanita Indonesia menganggap kulit putih dan cerah merupakan dua parameter kecantikan seseorang.

Untuk itu, berdasarkan data Statista, wanita Indonesia berusia 13-22 banyak yang menggunakan produk skin care, disusul mereka yang berusia 23-28 tahun. Sedangkan wanita yang berusia lebih dari 39 tahun menggunakan produk skin care untuk antiaging.

Berikut ini daftar produk skin care dan body lotion yang paling banyak dibeli di Shopee dan Tokopedia berdasarkan hasil riset Spire Research and Consulting baru-baru ini:  

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Namun, mayoritas wanita Indonesia memiliki persoalan dengan jerawat sehingga itu menjadi peluang besar bagi industri skin care untuk menciptakan produk antijerawat—yang lantas meningkatkan penggunaan bahan aktif retinol hingga 240% setahun.

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 | Menara Astra Lt. 25 Unit 25D, Jalan Jend. Sudirman Kav. 5-6, Jakarta 10220, Telp/Faks: (021) 50889816


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