Indonesia and Vietnam Lead SE Asia's Hygiene Boom

Executive Summary

Southeast Asia's disposable hygiene products market grew +23.7% YoY to CN¥ 3.60 billion on Shopee and Lazada in Jan-Oct 2024^[1], with Indonesia and Vietnam collectively commanding 49% of regional sales. Shopee's +43.8% growth to CN¥ 2.60 billion has consolidated its platform dominance, while Chinese brand MAKUKU's rise to 13.0% market share in Indonesian baby diapers demonstrates a viable path for brand internationalization. This analysis examines country-level performance, platform dynamics, and brand competition across Southeast Asia's two most attractive hygiene markets.

Two Markets, 49% of Regional Sales

Indonesia and Vietnam together command nearly half of Southeast Asia's disposable hygiene products market, yet each presents a distinct competitive profile. Indonesia leads with CN¥ 974 million in sales and +32.5% growth, demonstrating that a large market base does not preclude robust expansion. Vietnam's +69.0% growth to CN¥ 807 million is particularly noteworthy, as it approaches Indonesia's scale while growing at more than twice the rate.

Indonesia and Vietnam together command 49% of Southeast Asia's disposable hygiene market

Shopee Consolidates Platform Dominance

Shopee has established clear dominance as the primary platform for disposable hygiene products in Southeast Asia. Shopee's +43.8% growth to CN¥ 2.60 billion stands in stark contrast to Lazada's -10.0% decline to CN¥ 968 million, widening a gap that reflects Shopee's superior execution in categories where trust and convenience drive repeat purchases.

Shopee commands CN¥ 2.60 billion with +43.8% growth, consolidating platform dominance

Indonesia: MAKUKU Breaks Into Top Three

Indonesia's online disposable hygiene products market reached CN¥ 974 million in Jan-Oct 2024, growing +32.5% YoY^[1]. The competitive landscape is shaped by two converging forces: established Japanese multinationals led by Mamypoko and Merries, and a wave of Chinese challengers, most notably MAKUKU. The baby diaper market demonstrates high brand concentration with CR5 at 83%^[2], yet the competitive dynamics are evolving rapidly.

MAKUKU has secured the third position with 13.0% market share and CN¥ 96.5 million in sales, achieving +22.0% YoY growth through social media marketing and product line diversification. By targeting the mid-market at an ASP of CN¥ 31.0 -- roughly half of Merries' CN¥ 58.5 -- MAKUKU has carved a defensible position that balances accessibility with perceived quality.

MAKUKU's comfort fit series dominates at 62.4% of brand sales

Vietnam: Fastest Growth at +69.0%

Vietnam's disposable hygiene products market is experiencing accelerated growth across all categories, with total online sales reaching CN¥ 807 million in Jan-Oct 2024, up +69.0% YoY. Baby diapers lead with CN¥ 730 million at +66.8% growth. The brand landscape reveals a market in the early stages of consolidation, where positions remain highly contestable -- demonstrated by PinkDream's +1011.9% growth and Gooby's +12,513.8% surge.

Consumer demand in Vietnam is shifting decisively toward the CN¥ 40-80 price segment. Together, the CN¥ 40-60 and CN¥ 60-80 segments now account for 56.0% of Vietnam's baby diaper market, up from 48.9% a year earlier. This mid-market concentration creates a strategic sweet spot for brands offering quality products at accessible price points.

Vietnam baby diaper demand shifting toward CN¥ 40-80 price segment

Key Takeaways

• Southeast Asia's hygiene market grew +23.7% YoY to CN¥ 3.60 billion, with Indonesia and Vietnam commanding 49% of regional sales
• Shopee dominates at CN¥ 2.60 billion (+43.8%), while Lazada contracted -10.0% -- making Shopee the essential channel for market entry
• Chinese brand MAKUKU captures 13.0% of Indonesia's baby diaper market through social media marketing and mid-market pricing at CN¥ 31.0 ASP
• Vietnam's +69.0% growth and early-stage brand landscape present the strongest entry opportunity, with emerging brands achieving 1,000%+ growth rates
• The CN¥ 40-80 price segment now accounts for 56% of Vietnam's baby diaper market, defining the optimal price positioning for new entrants

About the Data

This analysis draws on Moojing Market Intelligence data covering Jan-Oct 2024. Moojing tracks 400,000+ brands across 30+ e-commerce platforms including Shopee and Lazada, providing comprehensive coverage of Southeast Asia's disposable hygiene products market across Indonesia, Vietnam, Thailand, Philippines, Singapore, and Malaysia. For full methodology and additional insights, see the complete Disposable Hygiene Products whitepaper.