The awareness surrounding reproductive health and personal care among Indonesian women continues to show steady growth. The feminine hygiene wash category, in particular, requires highly specialized products due to the sensitive nature of the care involved, contributing to a dynamic and competitive market landscape.
Based on a TASC online survey conducted by Snapcart in December 2025, this study maps how brand preferences and consumer habits are formed among Indonesian women. The survey captured insights from 887 female respondents, heavily represented by Gen Z and Millennials: the 22–29 age bracket accounts for the largest segment (43%), followed by ages 30–39 (29%), consumers aged 18–21 (20%), and ages 40–44 (8%).
Brand Rankings Remain Stable Throughout the Purchase Journey
1. The 12-Month Purchase
When looking at purchase behavior over the past 12 months, Sumber Ayu leads with a 38% penetration rate. Purbasari (31%) and Resik-V (27%) follow in second and third place. These local brands outperform long-established global players such as Lactacyd (19%) and Betadine (18%). Meanwhile, niche brands such as Gendes (11%) and Filmore (6%) capture smaller shares.
This distribution indicates that the category is largely driven by established brands that maintain strong consumer preference over time. While purchase levels decrease as the observation window becomes shorter, the relative ranking of brands remains consistent.
2. Stability Across 6 to 3 Months
Moving into shorter timeframes, consumer patterns remain highly stable. Over the past 6 months, Sumber Ayu continues to lead at 32%, followed by Purbasari (23%), Resik-V (20%), Lactacyd (16%), and Betadine (14%).
A similar pattern is observed over the past 3 months, where Sumber Ayu remains at the top with 31%. Purbasari (21%) and Resik-V (20%) follow closely, while Lactacyd (15%) and Betadine (14%) maintain steady positions among consumers who prefer clinically positioned products.
3. Current Usage Purchased in the Past Month
Sumber Ayu leads past 1 month purchase and current monthly usage, accounting for 30% of active users. A close competition is observed between Purbasari (20%) and Resik-V (19%), indicating relatively fluid consumer movement within this segment. Meanwhile, Lactacyd (15%) and Betadine (13%) maintain a stable user base.
The survey results show that Sumber Ayu is the most widely purchased and currently used brand in the past month, with 30% of all respondents reporting usage. Across age groups, Sumber Ayu records the highest purchase and usage among respondents aged 18–21 years (39%), followed by those aged 22–29 years (35%). The proportion declines among older respondents, reaching 21% in the 30–39 years group and 17% among those aged 40–44 years, indicating stronger relevance among younger consumers.
Purbasari ranks second overall, with 20% of respondents reporting purchase and current usage in the past month. Similar to Sumber Ayu, the brand shows higher penetration among younger respondents, recording 35% among those aged 18–21 years and 21% among those aged 22–29 years. This figure declines to 14% among respondents aged 30–39 years and further to 5% among those aged 40–44 years.
In contrast, Resik-V demonstrates a reverse pattern, with purchase and usage increasing with age. While 19% of all respondents report using the brand, usage rises from 12% among respondents aged 18–21 years to 15% among those aged 22–29 years, peaks at 28% in the 30–39 years group, and remains relatively high at 24% among those aged 40–44 years. Among respondents aged 30–39 years, Resik-V records the highest purchase and usage among all brands.
A similar trend is observed for Lactacyd, which records 15% overall usage. Purchase and usage are relatively low among younger respondents (6% for ages 18–21 and 12% for ages 22–29) but increase significantly to 22% among respondents aged 30–39 years and 27% among those aged 40–44 years. Within the oldest age group, Lactacyd becomes the most widely purchased and used brand.
Betadine accounts for 13% of purchase and current usage and shows relatively stable performance across all age groups, ranging from 12% to 17%, with slightly higher usage among respondents aged 40–44 years.
The remaining brands contribute smaller shares of usage. Gendes records 9% overall, with usage ranging between 4% and 10% across age groups, while Filmore has the lowest overall usage at 4%, showing minimal variation (3–5%) across all segments.
Overall, the findings highlight clear differences in purchase and current usage across age groups. Among respondents aged 18–29 years, Sumber Ayu and Purbasari dominate, while among respondents aged 30–44 years, Resik-V and Lactacyd account for higher usage. This indicates that brand preference shifts significantly across life stages, with different brands leading in different age segments.
Key Takeaways
1. Local Brands Continue to Dominate the Category
Across every usage window from the past 12 months to current monthly usage, local brands consistently occupy the top positions. Sumber Ayu remains the market leader throughout the usage journey, followed by Purbasari and Resik-V, indicating that domestic brands continue to lead Indonesia’s feminine hygiene wash category.
2. Brand Rankings Remain Consistent Throughout the Purchase Funnel
Although usage naturally declines from the 12-month period to current monthly usage, the competitive landscape remains largely unchanged. Sumber Ayu consistently leads, while Purbasari and Resik-V maintain second and third positions with only marginal differences, suggesting relatively stable brand preferences among consumers.
3. Brand Usage Varies Significantly by Age
Age is a key differentiator in current brand usage. Sumber Ayu records the highest usage among consumers aged 18–29, whereas Resik-V becomes the leading brand among those aged 30–39. Among respondents aged 40–44, Lactacyd records the highest usage, demonstrating that brand leadership differs across age groups.
4. Younger and Older Consumers Show Distinct Brand Profiles
The survey identifies two clear age-based usage patterns. Younger respondents (18–29 years) are more concentrated around Sumber Ayu and Purbasari, while respondents aged 30–44 show relatively higher usage for Resik-V and Lactacyd. These differences highlight that the distribution of current brand usage is not uniform across age groups.
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