A growing trend has emerged among Indonesian mothers. In 2024, some studies reported that mom and baby care products were expected to experience rapid growth in 2025. Sales of certain products in this category are even predicted to increase by 36% this year [1].
Thus, in response to this consumer trend, in July 2025, Snapcart conducted a study among Indonesian mothers with babies as well as pregnant mothers. In this survey, we found an interesting shift that reflects a broader cultural movement where mothers are independently taking control of daily household needs in this modern era. Check out the full results of the study in this article.
This research highlights that 63% of Indonesian mothers usually buy mom and baby care products by themselves. In contrast, only 25% of moms reported relying on their husbands or partners for these purchases. A smaller portion, around 6%, said the responsibility is shared between household members, while only 5% depend on family members such as their own mothers or in-laws. Household assistants were the least involved, with just 1% of moms delegating this task.
Shopping frequency also varied depending on the mother’s current phase of motherhood. Mothers of infants under 1 year old tended to shop more often, with nearly half of them shopping 3–5 times per month. Meanwhile, pregnant women and nursing mothers were more likely to shop only once or twice a month or when necessary.
Indonesian Mothers’ Priorities and Shopping Habit
Indonesian moms have a clear set of products they consider essential for themselves and their babies. This survey found that baby diapers are the most frequently used product, with 45% of moms citing them as a must-have. Telon oil or eucalyptus oil, a traditional product widely used in Indonesian households, followed closely behind, showing that heritage products still hold strong relevance. Baby soaps and shampoos are also among the most used products, highlighting the importance of hygiene in baby care. Other commonly purchased items include baby wipes, baby lotion or diaper rash cream, medical or vitamin supplements for both mom and baby, and skin or body care products specifically for mothers.
Our study revealed that self-care is an important aspect of motherhood in Indonesia. Nearly half of all respondents stated that they regularly take vitamins or supplements. This number is even higher among pregnant and nursing moms, with more than half of them prioritizing their health through supplementation. Skincare products specifically designed for breastfeeding mothers—such as stretch mark creams and nipple creams—are also widely used. In addition, 24% of moms reported purchasing breastfeeding-related accessories, including breast pumps, milk storage bags, and coolers. These patterns demonstrate that self-care is increasingly viewed as a vital part of a mother’s responsibility, not a luxury.
Additionally, when it comes to where Indonesian moms like to shop for their mom and baby needs, supermarkets topped the list. Around 30% of respondents said they prefer shopping at supermarkets due to the convenience and wide range of product availability. Minimarkets followed as the second most popular option, chosen by 24% of mothers. E-commerce platforms, such as Tokopedia and Shopee, are also becoming a significant channel, with 17% of moms saying they purchase products online. Baby specialty stores came in close behind at 16%, offering dedicated selections tailored specifically to parenting needs. These insights indicate that both traditional retail and online platforms play a crucial role in supporting moms with their shopping routines.
The Relevance of Recommendations from Close People
One of the most significant findings of this research is that the influence of recommendations from family and friends has notably declined. Indonesian mothers today are more informed and self-reliant, relying instead on product performance and safety when making purchasing decisions. Product quality and effectiveness emerged as the top consideration, influencing 50% of mothers. Price remains an important factor, with 41% saying affordability affects their buying behavior. Interestingly, 30% of respondents also reported that they actively seek products with safe ingredients—such as those that are natural, organic, hypoallergenic, or paraben-free. Brand reputation, though still relevant, was less influential compared to other factors, ranking fourth at 16%. This indicates a shift towards evidence-based, value-driven decision-making.
Moreover, since recommendations from family and friends have become less influential, in their quest for trusted products, Indonesian mothers actively seek out information and reviews on their own before making a purchase. The most popular source of information is social media, used by 37% of respondents. Platforms like Instagram, Facebook, and TikTok offer reviews, recommendations, and community insights that help them feel more confident in their choices. E-commerce websites also play a crucial role, especially through user-generated reviews and ratings. About 18% of moms turn to online marketplaces like Tokopedia and Shopee to compare products. Interestingly, professional input from pediatricians or health workers also remains valuable, cited by 10% of mothers. Online forums and communities such as theAsianparent and Mommies Daily serve as another key resource, used by nearly 10% of moms for advice, discussions, and shared experiences.
To be continued in Part 2.
Want to learn more about consumer trends and their latest shopping habits and behaviors? Contact us at partners@snapcart.global.
Reference:
[1] https://www.lalamove.com/id/blog/tren-produk-fmcg-populer-2025/
