Download The Mom Playbook Teaser Report.
The Definitive Guide On Winning Indonesia’s Most Influential Consumer Segment
Winning The Most Influential Segment In Indonesia.
In Indonesia, mothers don’t just influence the market—they move it.
From baby essentials to household brands, moms shape nearly every family purchase with unmatched conviction. But rapid generational shifts, rising living costs, and evolving media habits mean brands can no longer rely on outdated assumptions.
The Mom Playbook was created to answer one question:
How can brands win the trust, loyalty, and share-of-wallet of the most influential segment in Indonesia—today and tomorrow?
Built in collaboration with NielsenIQ, this study gives brands a clear, data-validated roadmap to navigate shifting parenting ideals, media behaviors, product expectations, and decision-making triggers. With robust sample sizes and segmentation frameworks, The Mom Playbook translates complexity into clarity—empowering brands to design communication, products, and campaigns that truly resonate.
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“Sebenarnya kesulitan karena pemasukan kan juga enggak bertambah ya, tapi pengeluaran naik terus.... Tapi kalau nurunin porsi belanja atau kualitas, takutnya suami dan anak-anak komplain. Jadi ya bingung juga”.
Section 1: SEGMENTATION & PROFILING
Discover the 7 segments of Indonesian mothers, their parenting values, shopping behavior, preferences, and more to identify which segment is fills all the boxes for your brand to target
Section 2: COMMUNICATING & REACHING OUT
Find out their favorite media channels to browse, their favorite influencers, communication tonality, and more to create a robust communication strategy to win their hearts.
Section 3: BEST PRODUCT FOR MOMS
Deep dive into specific industries to uncover tailored insights for your brand's operating market. From diapers to makeup, finalize your strategy with mom-driven industry insights.
The Mom Playbook Goes Far Beyond Surface-Level Demographics.
With segmentation rooted in psychographics, communication cues tested across platforms, and category insights spanning personal care to household essentials, the Mom Playbook gives brands a holistic, 360° view of the country’s most influential consumer segment.
Brands can use this study to sharpen every part of their commercial and marketing strategy—from precise audience targeting and content development to product innovation, packaging decisions, and promotion planning.
Whether a brand aims to strengthen loyalty, grow penetration, or win share from competitors, the Mom Playbook offers a clear, actionable roadmap for engaging mothers with relevance and impact.
Partnership Rationale
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ’s global reach spans more than 90 countries, covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spending. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View. For more information, please visit https://nielseniq.com/global/en/
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Discover What Our Moms Have To Say:
Insights From 10 Million Southeast Asian Moms
