Deodorant Usage in Indonesia Survey Report

Who doesn’t want to always have a neat, clean, and attractive appearance? In Indonesia, deodorant is known to be one of the popular consumer goods product to keep our body scent fresh and avoid bad smell.

A moment ago, JAKPAT’s team has done survey towards 1519 respondents of JAKPAT User Mobile App randomly from all province in Indonesia. This survey conducted to know the habit of Indonesian using deodorant products daily.

Popular Amongst Male and Female



From our survey, there isn’t much different number of users from male and female respondents. We can see that 73.61% male respondent use deodorant while 80.37% female respondents also use it too.

Roll-on still being the favorite one

1 Roll on 843 72.3 %
2 Spray 187 16.04 %
3 Stick 56 4.8 %
4 Gel 45 3.86 %
5 Bedak / Powder 32 2.74 %
6 Other option 3 0.26 %

We asked our respondents about the type of deodorant they have used. Roll-on still being the most favorite type for both gender.

Most Popular Brand : Rexona

1 Rexona 760 65.18 %
2 Other option 185 15.87 %
3 Dove 105 9.01 %
4 Axe 69 5.92 %
5 Casablanca 41 3.52 %
6 AXL 6 0.51 %


For brand, 65.18% respondents use Rexona followed with Dove (9.01%), Axe (5.92%), Casablanca (3.52%), and AXL (0.51%) while 15.87% respondents gave other answers.

Just once a day

How frequent do respondents use deodorant? Despite of the fact that deodorant should be used twice a day after take a shower, surprisingly half of respondents (53.06%) use deodorant just once a day. Then 39.62% use it twice a day, 5.83% use it third times, and only 0.94% use it more than 3 times a day based on this survey.

What affect purchase decision when buying a deodorant

1 Benefit/ Function 589 50.51 %
2 Scent 500 42.88 %
3 Price 68 5.83 %
4 Design 5 0.43 %
5 Package Size 4 0.34 %

Most voted factor is the benefit (50.51%) followed by the scent (42.88%) from deodorant itself. Price came third (5.83%) followed by its product design (0.43%), and its package size (0.34%). It means toward this product category , less consumer is price sensitive in purchase behavior.

What do you think is the main benefit by using deodorant?

1 Protect body from bad body odor 719 61.66 %
2 Deodorizer the body 248 21.27 %
3 Reduce Excessive Sweats 106 9.09 %
4 Whitening Armpit 79 6.78 %
5 Other option 14 1.2 %

The most popular benefit of using deodorant that respondents is to protect bad smell from body odor (61.66%), then to deodorizer the body (21.27%), reducing excessive sweats (9.19%), whitening the armpit (6.78%), and others (1.2%).

Appropriate price

1 Rp.10.000,- s/d Rp. 20.000 680 58.32 %
2 < Rp.10.000,- 358 30.7 %
3 > Rp. 20.000,- 128 10.98 %

Interesting fact we found here , most respondents choose to pay more than Rp 10.000,00 than below Rp 10.000. This also supports the fact we collected above that in this product category consumer is less price sensitive. Though we offer a cheaper option ( < Rp.10.000) consumer still choose higher price.

For more detail you can download XLS report at the button below. AKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report

You can see the full report on our PDF in Slideshare here:

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey.

Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc. 

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