Indonesia is the Southeast Asian country with the highest Muslim population. According to Malaysian Digest, the percentage of Indonesian Muslims reaches up to 12.7% and had an increase in 2010, to up to 88.1%, equivalent to 205 million Muslims on a worldwide scale. Not surprisingly, women who wear veil or hijab, we called hijaber, has become huge part of Indonesia. It is also a potential market for industry players to uitilize the magnitude of hijaber population.
In recent years, the number of hijaber has increased. Hijab trends show rapid development in Indonesia. This is evident from the many emerging local Muslim fashion brands and fashion designers are even worldwide. Not only fashion, beauty industry also appeared to respond to an increasingly growing trend hijaber. Beauty products and body care designed for hijaber began to grow rapidly. Noted, there are some brands that issued a particular product line hijaber, to address the problems frequently encountered someone who uses hijab. The use of the hijab as head cover and body wrapped in a long dress of course left little problem for hijaber such as greasy hair and dandruff. Besides the issue of halal is also one thing to consider women veiled in choosing a product.
Therefore, Jakpat conducted a survey to see hijaber preferences in choosing personal care products. The survey involved 207 hijabers in Indonesia as a respondent. The selection of respondents is done by random, scattered across Indonesia.
According to the observation that we’ve done, there are some personal care / beauty which cater for women in hijab. Some products clearly states is especially the women veiled like Sariayu Hijab Care Series and Sunsilk Clean and Fresh to overcome the problem of hair. In contrast to Citra Hand Body Lotion Japanese Wakame, Wardah and Zoya Cosmetics Cosmetics, these products do not explicitly mention that their products specifically intended for women hijab but seen from the advertising they are trying to target women hijab as one of its main targets. It is communicated through the presence of veiled female figure as a brand ambassador. Therefore, we try testing out to the respondents, whether they use these products or not. In this question, we asked respondents to pick multiple answer, they could choose more than one product. Apparently, Wardah be the most preferred by respondents (60.87%). While 24.64% do not wear these products.
For those who stated use products above, knowing that those products are halal is very important. It is indicated by 47.43% of respondents.
While 3 out of 4 respondents who do not use these products claimed to have used another product that suits them.
Hair condition that is always covered by a hijab makes it a little hijaber are facing hair problems. 9 out of 10 of our respondents claimed to have hair problems. Hair problem is dandruff belongs to the majority of respondents (32.71%).
In choosing a product, a person has a different reason with one another. We tried to ask the respondents, in general, what factors influence them in the selection of hair care products / body. Ingredients seem to be the factors that have been the majority of respondents (38.16%). Brand reputation and halal logo on the packaging are equally important, occupy the second position (21.26%). While the brand ambassador occupy the last positions. This suggests that the presence of brand ambassador had little influence on the selection of a product consumers.
This is reinforced by the statement from 6 out of 10 respondents said that was not always interested in the product because of the use of hijaber as brand ambassador.
When we asked respondents about their confidence by using a special product veiled woman, it turns out the majority of them said there was no correlation between confidence using those products.
Caring for the body not only with beauty products. Many women do body care, hair, and facial at a beauty salon. Half of the respondents admitted to not do this kind of treatment. While respondents who stateddo that treatment, half of them confessed to hair care instead of other treatments.
For more detail you can download XLS report at the button below. JAKPAT 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 ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
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