Susu Formula, Indonesia's Most Purchased Baby and Infant Product on E-commerce Platforms

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Cindy Mutia Annur 12/01/2024 20:10 WIB

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In 2023, SGM infant formula and baby food were the most sought-after mother and baby products by Indonesian e-commerce consumers, according to a Compas report.

Proportion of Infant and Baby Product Sales Value in Indonesian E-commerce (2023)*

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Proportion of Infant and Baby Product Sales Value in Indonesian E-commerce (2023)*

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Infant formula and baby food were the most sought-after mother and baby products by Indonesian e-commerce consumers in 2023.

This is evident from the Indonesian FMCG Report 2023 released by Compas, a digital market research company from Indonesia.

Compas researched the sales of health products on three major domestic e-commerce platforms: Shopee, Tokopedia, and Blibli.

From online crawling or digital searches, Compas estimates that the sales value of mother and child products on Shopee, Tokopedia, and Blibli reached Rp6.8 trillion throughout 2023.

This value is equivalent to 11.9% of the total sales value of the fast-moving consumer goods (FMCG) sector on these three e-commerce platforms.

In the mother and baby product category, infant formula and baby food had the largest sales value proportion in 2023, reaching 43.6%.

Next, baby care products had a sales value proportion of 22.3%, consisting of:

* Baby lotion cream: 6.5%
* Baby soap: 5%
* Telon oil: 4.8%
* Baby wipes: 2.6%
* Baby's oral care: 1.2%
* Other baby care products: 2.3%

Then, baby diapers had a sales value proportion of 19.6%, including:

* Disposable diapers: 19%
* Cloth diapers: 0.6%

Furthermore, baby food products had a sales value proportion of 7.4%. The details are as follows:

* Baby and kids vitamins: 5.3%
* Baby porridge: 1.1%
* Baby biscuits: 1%

Meanwhile, mother's needs products had a sales value proportion of 6%, including:

* Breastfeeding and pregnant woman nutrition: 5.8%
* Other mother's needs products: 0.2%

Other mother and baby products had a sales value proportion of 1.1%.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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