Consumer Health in Indonesia (Full Market Report)
Consumer Health in Indonesia (Full Market Report)
Consumer Health in Indonesia (Full Market Report)
Euromonitor International
November 2020
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polymerase chain reaction or rapid test before departure to ensure they are free from COVID-
19.
Large-scale social restrictions and social distancing (PSSB measures) started on 7 April,
although different cities implemented this over various dates depending on the impact of
COVID-19 in their areas. Non-essential retailers closed and some shopping centres also closed,
although closures varied across major cities. Some large modern grocery retailers reduced their
operating hours in selected areas, although these and other essential retailers, such as
chemists/pharmacies, were allowed to remain open. Before PSBB measures on 7 April, around
one third of horeca outlets closed, while a further third operated only on a takeaway basis. After
these measures, around 65% of outlets closed and only around a tenth permitted eat-in sales,
with these being small independents. All major horeca chains were either closed or operating on
a takeaway basis only, with limited operating hours. Schools closed from 15 March across
Indonesia, whilst non-essential businesses could only employ staff working from home from 23
March.
Phase 1 of the exit strategy saw manufacturing, distribution and B2B services reopen from 1
June while maintaining social distancing. Phase 2 saw shops, markets and shopping centres
open from 8 June. Phase 3 saw cultural establishments and schools reopen from 15 June with
strict social distancing. Phase 4 saw horeca and religious outlets reopen from 6 July. The last
phase, Phase 5, started in August, following evaluation of the preceding phases.
It was announced that COVID-19 restrictions in the capital of Jakarta would be eased from 12
October, following a slowing of infection rates in the city. A partial lockdown was re-imposed in
Jakarta on 14 September after a spike in cases, when the government confirmed over 221,000
cases in the country and approaching 8,900 deaths. Under the relaxed measures, offices in
essential business sectors will be permitted to operate with a capacity “that is in line with their
needs”, and those in non-essential business sectors will be allowed to operate at 50% capacity.
Restaurants and cafés may serve dine-in guests but can only operate at 50% capacity, whilst
recreational parks and tourist destinations can open at a quarter at of their capacity. Gyms are
also limited to 25% capacity, whilst other indoor and outdoor sports facilities can operate at 50%
capacity. Indoor activities such as seminars, cinemas and marriage ceremonies can be held at a
quarter capacity. Social distancing must be observed in public places, and gatherings of more
than five people remain prohibited.
Company response
International players Kalbe Farma and Tempo Scan Pacific are expected to continue to lead
consumer health in Indonesia in value terms in 2020, although this is a very fragmented
industry, and no player accounts for a double-digit value share. These players offer numerous
brands that enjoy a large consumer base throughout Indonesia, where they are known for their
long-standing OTC brands such as Promag (Kalbe) and Bodrex (Tempo). Consumers perceive
that their brands are reliable and effective, and either relatively or very affordable. They also
have wide distribution throughout Indonesia. Despite the lead being held by international
companies, domestic companies Sido Muncul and Soho Industri Pharmasi are expected to rank
third and fourth respectively in 2020. Local players continue to perform well in Indonesia on the
strength of their herbal/traditional products, which highly appeal to Indonesians. Sido Muncul
leads dietary supplements, ranking first in both combination and herbal/traditional dietary
supplements. Soho Industri Pharmasi leads herbal/traditional digestive remedies, sleep aids and
paediatric vitamins and dietary supplements..
Players in vitamin C, including Bayer with Redoxon, have struggled with their supply chains in
2020. Due to the massive rise in demand due to stockpiling by consumers, there has been a
scarcity of raw materials. Many countries limited their exports of the ingredients for vitamin C in
order to fulfil their own local demand, which led to some difficulties maintaining supplies on
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shelves. At the other end of the spectrum, the sharp decline in demand for sports nutrition seen
in the first half of 2020 led brands to offer huge discounts and carry out promotional actions,
such as offering bigger discounts for buying in bulk, to try and maintain their sales.
Nevertheless, with the closure of gyms and only limited capacity on reopening, there has been
little opportunity for the success of such strategies.
Retailing shift
An interesting and important development in Indonesia in recent years was the rising number
of healthcare start-ups offering online applications designed to give the country’s population
better access to doctors, medical advice and other healthcare services. However, these really
took off in the first half of 2020, as consumers were reluctant to visit a doctor or go to hospital for
non-urgent matters, as they were concerned these were places where they were most likely to
contract COVID-19. Meanwhile, the government also encouraged their use to prevent the
spread of the virus. In many cases, once consumers have a diagnosis, they are then able to
order the relevant healthcare products online, which are then delivered to their door, with no
need to leave the house. This is expected to lead to a massive percentage increase in the share
of distribution held by e-commerce in 2020, although its share will remain low.
Chemists/pharmacies and modern grocery retailers are also expected to see strong value
share increases in 2020, with all these increases being at the expense of
drugstores/parapharmacies and traditional grocery retailers. Although
drugstores/parapharmacies accounted for more than a fifth of value sales in consumer health in
2019, this share is expected to plummet in 2020. Due to PSSB measures in the country,
shopping centres have temporarily closed in areas in which the level of COVID-19 cases is high.
Many drugstores/parapharmacies are located in shopping centres, which meant consumers had
to find other channels for purchasing consumer health products during these closures. The
reason for the dramatic decline in the distribution share for traditional grocery retailers is
different, however, as many more consumers have switched to purchasing consumer health
products in modern grocery retailers. This is because consumers have been particularly
concerned about hygiene due to COVID-19, and modern grocery retailers are considered to
have better cleaning and hygiene protocols in place to protect shoppers. In addition, modern
grocery retailers have a bigger sales area, which enables shoppers to socially distance more
easily.
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addition to being careful with their money, in this category consumers are likely to switch to
more natural weight loss methods such as diet and exercise, which are becoming more popular
globally. On the other hand, vitamins, which is expected to see a significant increase in demand
in 2020, is still expected to maintain a double-digit growth rate for several years in the forecast
period, and one of the highest current value CAGRs within consumer health. As a lasting impact
of COVID-19, consumers are expected to continue to take multivitamins and vitamin C in
particular to boost their immunity, with consumption becoming habitual.
Paediatric consumer health is expected to see the highest growth within consumer health in
Indonesia over the forecast period, as it did over the review period. Paediatric vitamins and
dietary supplements is expected to see the strongest increase, due to parents’ desire to boost
their children’s immunity as a continuing impact from COVID-19. However, increasing demand
is also expected for paediatric cough, cold and allergy remedies, due to the unstable weather
conditions due to global warming, as well as ongoing environmental conditions such as
intensifying air pollution from petrol vehicles, as well as forest fires due to slash and burn
practices in Sumatra.
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-
2020
IDR bn
2015 2016 2017 2018 2019 2020
years
2015 2016 2017 2018 2019 2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Retailers
---- Healthfood shops - - - - - -
---- Other Other 15.1 14.7 14.7 14.6 14.5 10.1
Grocery Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 50.0 49.5 49.5 49.3 49.2 46.9
-- Health and Beauty 49.1 49.1 49.0 48.9 48.8 46.6
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies 26.1 26.3 26.1 26.2 26.1 28.9
--- Optical Goods Stores - - - - - -
--- Drugstores/ 22.2 22.1 22.1 22.1 22.0 17.5
parapharmacies
--- Vitamins and 0.8 0.8 0.8 0.6 0.7 0.2
Dietary Supplements
Specialist Retailers
-- Other Non-Grocery 0.9 0.4 0.5 0.4 0.4 0.2
Specialists
Non-Store Retailing 13.2 13.5 13.6 13.7 13.7 17.1
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 1.2 1.3 1.4 1.5 1.6 5.0
- Direct Selling 12.0 12.2 12.2 12.2 12.0 12.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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PCH
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IDR billion
2020 2021 2022 2023 2024 2025
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APPENDIX
▪ The registration process for food supplements was legalised by BPOM regulation number
HK.00.05.41.1381, which was released in March 2005. In 2019 and 2020 there were no
further changes. Regarding packaging and labelling, chapter VI of the regulation states that
food supplements need to display the following information coherently and transparently on
the packaging or labelling:
▪ The words “Suplemen Makanan” (Food Supplement)
▪ Name of the product’s generic name alone, or with the brand name
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▪ The government BPJS health programme started operating in 2014 throughout the country
under the BPJS Health Act (UU40/ 2004 of National Social Security System and UU24/ 2011
of Social Security Agency). Health insurance is provided by companies for employees and
their families or individuals. To help lower-income consumers, the government also subsidises
the cost of medical treatment (according to UUSJSN).
▪ Low-income consumers do not have to worry about the high cost of prescription drugs or
consultation fees. Public awareness of the importance of health has also increased as a result
of the widespread provision of information. Because self-medication/self-care does not
guarantee that an ailment will be healed quickly, the government indirectly encourages people
to go to the doctor. During the COVID-19 outbreak in the country, however, the government
encouraged people to use online consultation for out-patient and non-emergency cases, since
hospitals were considered as infectious areas.
Switches
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deserves to be listed as OTC. Rx-to-OTC switching is carried out by the BPOM, which closely
follows guidelines laid down by the US Food and Drug Administration (FDA). Accordingly,
active ingredients classified as OTC in the US are likely to attain the same classification in
Indonesia. There were no switches in Indonesia in 2019 or 2020. However, in March 2019 the
government (National Health Insurance) de-reimbursed two products: Bevasizumab (used to
obstruct cancer cell growth) and Cetuxiab (colorectal medicine).
▪ The COVID-19 pandemic has forced governments to quarantine entire countries, disrupted
global supply chains, slashed business and consumer confidence and affected financial
markets. The effects on the global economy are already being felt, and will be substantial, but
the exact magnitude will depend on the length of COVID-19 restrictions.
▪ COVID-19 will severely impact both the supply and demand sides of the economy. At the
same time, monetary policy tools are almost exhausted due to the slow recovery from the
Global Financial Crisis. Interest rates have not recovered, so central banks have to resort to
Quantitative Easing programmes (QEs), but QEs have limited effect on labour markets,
consumer spending and other aspects of the real economy.
▪ Thus, countries have to turn to fiscal stimulus. However, the response to fiscal stimulus will be
limited too as long as people are quarantined in their homes. In the meantime, governments
are helping businesses and citizens by providing emergency loans to cover expenses and
lower the spillover effects through economies, but uncertainty surrounding the pandemic limits
economic activity.
▪ COVID-19 represents an unprecedented public health and economic tragedy. The outbreak
has already caused a spike in growth in consumer health categories like cough, cold and
allergy (hay fever) remedies, analgesics, and vitamins and dietary supplements. In many
countries, there has been a run on these products, leading to disrupted supply and product
shortages, as consumers have bought products to relieve common symptoms of COVID-19
and maintain positive health outcomes. COVID-19 is pushing consumers towards products
they already use and trust, rather than experimenting with unfamiliar alternatives. This is
benefitting products that claim to boost immunity and improve general health overall, such as
vitamins, as well as those that can help relieve pain, sore throats and fever, such as
analgesics and cough remedies.
▪ The quality and shape of the public health response to COVID-19 and the underlying structure
of countries’ health systems are both influencing sales of consumer health products.
Countries with broad healthcare coverage, like Taiwan, are promoting medical visits and
prescriptions, while countries without broad coverage, like the US, are forced to rely more on
OTC remedies.
▪ As countries are seeing enforced quarantines, restrictions on travel, and work-from-home
policies, consumers are typically opting for purchases through e-commerce rather than store-
based retailers. This is atypical for OTC drugs, which are usually purchased in-store, but
could signal a broader movement to e-commerce in 2020.
▪ To better understand the impact of COVID-19 on the consumer health industry and what the
crisis could mean for near- and mid-term forecasts, please read the reports, Mapping the
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Effects of Coronavirus on Consumer Health (March 2020), and The Coronavirus Basket in
Consumer Health: A Framework for Future Growth (May 2020), which serve as early guides
to forecasting the crisis, with insights on current results, lessons from previous crises on key
categories, and scenarios for understanding the virus’ future impact on the industry.
DISCLAIMER
Forecast closing date: 7 Sept 2020
Report closing date: 2 November 2020
Analysis and data in this report give full consideration to the impact of COVID-19 on
consumer behaviour and market performance in 2020 and beyond. However, the situation
continues to develop rapidly, and the influence and severity of the pandemic are constantly
evolving. For the very latest insight on COVID-19 and its impact on industries and consumers, at
both global and national level, readers can access strategic analysis and updates on
www.euromonitor.com and via the Passport system, where new content is being added on a
systematic basis.
DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
▪ PSSB measures – large-scale social restrictions to control COVID-19.
▪ Jamu: Indonesian herbal medicine made from natural ingredients which can be used as a
health and beauty product. What makes jamu unique amongst other types of OTC herbal
products is its combination of multiple natural ingredients, which are locally formulated for
either treating sickness or for use as health supplements. Jamu’s active ingredients can also
be used in cosmetic products. For example, akar manis is used as a whitening ingredient in
moisturisers and cleansers. Due to clinical testing difficulties, the multiple active ingredients
present in jamu are still not recognised as standard OTC products in Indonesia.
▪ SJSN: Acronym for Sistem Jaminan Sosial Nasional (National Social Security System), a new
social security system that was implemented in 2014 and guarantees full health protection.
▪ The total market size given for consumer health is the sum of OTC, sports nutrition, vitamins
and dietary supplements and weight management and wellbeing.
▪ The sum of these categories is greater than actual market size because allergy care is a
duplicate of categories found in cough, cold and allergy (hay fever) remedies, dermatologicals
and eye care; paediatric consumer health is an aggregate of paediatric categories in OTC and
vitamins and dietary supplements; and herbal/traditional products is an aggregate of
herbal/traditional categories in OTC and vitamins and dietary supplements.
▪ 2020 data are provisional and based on part-year estimates.
SOURCES
Sources used during the research included the following:
Depkes
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Industry (AESGP)
Health Today
Indo Finanz
Investor
Klinik Pria
Kompas Newspaper
Main Saham
MIX Magazine
Satu Lelaki
Sinar Harapan
Suara Merdeka
SWA Magazine
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ANALGESICS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Analgesics sees a slower current value growth rate in 2020, as although systemic analgesics
performs well due to higher demand as a result of COVID-19, topical analgesics/anaesthetic
sees a decline due to less activity outside of the home
▪ Analgesics sees 5% retail current value growth in 2020, to reach IDR7.4 trillion
▪ Adult acetaminophen sees the highest current value growth in 2020, with a 9% increase to
reach IDR2.4 trillion
▪ Tempo Scan Pacific extends its lead in analgesics in 2020, to reach an 18% retail value share
▪ In the forecast period analgesics is expected to see a retail current value CAGR of 8% (4%
constant value CAGR at 2020 prices), to reach IDR10.7 trillion in 2025
2020 IMPACT
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However, after several years of posting dynamic current value growth, the large category of
topical analgesics/anaesthetic is expected to see a decline in 2020. This is mainly due to the
decrease in activities usually carried out outside the home, such as strenuous physical exercise,
which often leads to sore muscles and muscle strain. Large-scale social restrictions have led to
gym closures, and people have been asked to work and study from home where possible, which
has meant that outdoor activities and physical exercise have been limited. Therefore, topical
analgesics/anaesthetic is expected to see a fall in sales.
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problems with cash flow and are very price-sensitive; therefore they tend to purchase a pack
that offers a lower unit price rather than stocking up, although some stockpiling has been seen
in 2020 due to COVID-19.
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problems are likely to become more popular as women have to continue to work regardless.
Menstrual analgesics are expected to be regularly purchased as an essential product to keep at
the workplace. Currently ibuprofen is the only analgesic commonly recommended for alleviating
menstrual pain which has a notable presence in Indonesia. However, although ibuprofen is
expected to see growth, sales are expected to remain low.
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Pharmaceutical PT
Sanbe Farma PT 1.0 1.0 1.1 1.1 1.2
Bayer Indonesia PT 0.9 0.8 0.8 0.7 0.7
Medifarma Laboratories 0.6 0.6 0.5 0.5 0.5
Inc PT
Supra Ferbindo Farma PT 0.9 0.7 0.6 0.5 0.5
Sinde Budi Sentosa PT 0.2 0.2 0.1 0.1 0.1
Sterling Products 7.2 7.1 7.1 - -
Indonesia PT
Novartis Indonesia PT - - - - -
Others 17.6 17.8 18.2 18.9 18.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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IDR billion
2020 2021 2022 2023 2024 2025
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Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.
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▪ Sleep aids remains a small category in 2020 due to the government restrictions on
ingredients, and sees only a small impact from COVID-19
▪ Sleep aids sees 8% retail current value growth in 2020, to reach IDR14.7 billion
▪ Soho Industri Pharmasi maintains its dominance in sleep aids in 2020, reaching a 78% retail
value share
▪ In the forecast period sleep aids is expected to see a retail current value CAGR of 9% (5%
constant value CAGR at 2020 prices), to reach IDR22.2 billion in 2025
2020 IMPACT
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sleep aids which are not herbal are prescription drugs and must be prescribed by a doctor. Due
to the restrictions around sleep aids, consumers are afraid to take such products when they do
have sleep problem, and they do not tend to take them regularly. This means that the category
remains very small in the country.
Domestic brand Lelap from Soho Industri Pharmasi is expected to continue to dominate sleep
aids in 2020. It has a patented herbal formulation, and its product is offered in a small pack size
containing four units, which is good for occasional use. The domestic brands Jamu Borobudur
Penenang and Prostresa from Sido Muncul are expected to continue to account for most of the
balance of share in sleep aids in 2020. All of these domestic brands are perceived as offering
effective and quick relief for sleep problems without addiction. Lelap’s dominance over the other
two local brands can be attributed not only to the fact that it has been available for many years
in Indonesia and enjoys an exceptionally strong brand image, but also to the fact that Soho
Industri Pharmasi regularly promotes it via above-the-line promotional marketing channels such
as television.
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therefore expected to remain the dominant brand over the forecast period, as it is well-known
amongst Indonesians.
CATEGORY DATA
Table 17 Sales of Sleep Aids: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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IDR billion
2020 2021 2022 2023 2024 2025
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▪ Stronger current value growth is seen for cough, cold and allergy (hay fever) remedies in
2020, as consumers purchase products to self-medicate to avoid visiting a doctor and to
boost their immunity
▪ Cough, cold and allergy (hay fever) remedies sees 13% retail current value growth in 2020, to
reach IDR12.6 trillion
▪ Combination products – cough, cold and allergy (hay fever) remedies sees the highest current
value growth in 2020, with a 14% increase to reach IDR8.1 trillion
▪ Deltomed Laboratories extends its lead in cough, cold and allergy (hay fever) remedies in
2020, to reach a 15% retail value share
▪ In the forecast period cough, cold and allergy (hay fever) remedies is expected to see a retail
current value CAGR of 12% (7% constant value CAGR at 2020 prices), to reach IDR21.7
trillion in 2025
2020 IMPACT
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claim to help strengthen the immune system, contributing to the higher growth rate expected in
2020.
Although systemic antihistamines/allergy remedies is expected to buck the trend in 2020 and
see a strong double-digit current value decline, this is a long-standing trend and is not related to
COVID-19. It is also the smallest category within cough, cold and allergy (hay fever) remedies
and is not expected to have an impact on the overall growth rate of the category.
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products in 2020, which is expected to lead the company to see a value share decline in overall
cough, cold and allergy (hay fever) remedies.
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CATEGORY DATA
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value
Growth 2015-2020
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Table 25 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2016-2020
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Table 26 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value
2017-2020
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Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
% Value Growth 2020-2025
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(Systemic)
Paediatric Cough, Cold and Allergy 7.2 6.5 36.9
Remedies
Paediatric Allergy Remedies - - -
Paediatric Cough/Cold Remedies 7.2 6.5 36.9
Combination Products - Cough, Cold and 8.7 8.2 48.2
Allergy (Hay Fever) Remedies
Cough Remedies 7.2 5.7 32.0
- Nasal Sprays -1.9 -2.7 -13.0
- Oral Decongestants -3.3 -3.8 -17.7
- Inhalant Decongestants -0.6 -0.5 -2.3
- Decongestant Rubs 2.4 1.8 9.4
- Nasal Decongestant Drops -0.6 -1.2 -5.9
- Nasal Decongestant Plasters - - -
Decongestants 1.8 1.2 6.4
Medicated Confectionery 2.8 3.2 17.3
Pharyngeal Preparations 5.8 4.8 26.4
Cough, Cold and Allergy (Hay Fever) 8.0 7.3 42.2
Remedies
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.
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DERMATOLOGICALS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
2020 IMPACT
Strong growth for nappy (diaper) rash treatments due to wearing masks
After seeing solid current value growth during most of the review period, dermatologicals is
expected to see a decline in 2020, which can be attributed to COVID-19. However, the impact
on the categories within dermatologicals is expected to be different. For instance, strong growth
is expected for nappy (diaper) rash treatments, even higher than the double-digit growth seen in
the previous few years. These products are not only used for babies and toddlers, but also for
elderly people with incontinence to prevent rashes. However, the expected increase in the
growth rate in 2020 is because these products have also been used on adults’ faces to heal skin
problems arising from wearing masks. Many people have had rashes and other skin problems
due to excessive mask usage.
At the other end of the spectrum, medicated shampoos is expected to see one of the
strongest current value declines in 2020, falling from solid growth in 2019. Economic problems
are being seen as a result of measures implemented by the government to try and control the
spread of COVID-19, leading to declining consumer spending power, which is expected to affect
demand. Since medicated shampoos are quite expensive compared with standard shampoos,
some movement is expected from one category to the other. Meanwhile, antiparasitics/lice
(head and body) treatments is set to see the strongest current value decline in 2020. A declining
trend had already been seen for several years in the review period, but the rate of decline is
expected to accelerate strongly. This is mainly due to the closure of schools as a result of the
pandemic, which has led to less opportunity for the spread of lice.
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these healthcare specialist retailers, but topical germicidals/antiseptics and antipruritics also can
be obtained in more easily accessible channels, such as convenience stores. However, in 2020
the competitive landscape is expected to see changes due to COVID-19. Chemists/pharmacies
is expected to see a strong increase in distribution share, along with smaller increases for
hypermarkets and supermarkets. All these channels have remained open during the PSSB
measures implemented by the government to limit the spread of the virus. Different areas have
been under these measures at different times of the year according to the COVID-19 infection
rate. The other distribution channel expected to see an increase is e-commerce. Increasing
demand has been seen for online consultations, as some people have been reluctant to go to
hospital during the pandemic for fear of contracting the virus; this is also leading online sales of
dermatologicals to rise. Online sales also have the benefit of home delivery, which means
consumers do not have to leave their homes and risk their health. Nevertheless, sales are rising
from a low base, and the share of e-commerce is expected to remain small in 2020.
Traditional grocery retailers is one of the channels which is expected to suffer from the growth
of these channels. These outlets are not considered to be as hygienic as modern grocery
retailers with stringent cleaning procedures, which has put consumers off visiting, as they have
becoming more hygiene-aware due to COVID-19. Traditional grocery retailers also have the
disadvantage of having a small sales area, which means social distancing is more difficult.
Meanwhile, the share of drugstores/parapharmacies is expected to decline in 2020 as many of
these outlets were shut along with the temporary closure of shopping centres in high-infection
areas. Although not all shopping centres have closed during PSSB measures, it is expected to
be enough to negatively impact the sales and share of drugstores/parapharmacies in 2020.
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 38
masks, as some consumers are expected to continue to protect themselves (and others) in this
way moving into the forecast period. Constant mask-wearing has proven to cause skin
problems, which are often addressed with these products. In addition, the positive birth rate is
expected to contribute to growth in nappy (diaper) rash treatments, with the higher frequency of
skin rashes also likely to have an impact. Not only can this be attributed to the heat and humidity
in the country, but also to increasing pollution levels, especially in cities. The ageing of the
population is also expected to contribute to growth, with adult incontinence also contributing to
higher use of such products. Moreover, some dermatologists reportedly believe that the high
usage of mobile phones has caused some people with sensitive skin to develop what they call
“mobile phone dermatitis” if they are continuously exposed to these devices, which contain
nickel. All these factors are expected to result in a double-digit current value CAGR for nappy
(diaper) rash treatments over the forecast period, with an even stronger increase than seen in
the review period.
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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© Euromonitor International
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Daktarin (Johnson & Johnson & Johnson 16.0 15.8 15.6 16.4
Johnson Inc) Indonesia PT
Betadine Mahakam Beta Farma PT 14.4 14.2 14.0 14.3
(Mundipharma
International Ltd)
Caladine Galenium Pharmasia 11.0 11.3 11.4 11.3
Laboratories PT
Selsun (Rohto Abbott Indonesia PT 11.6 11.6 11.5 10.2
Pharmaceutical Co
Ltd)
Canesten (Bayer AG) Bayer Indonesia PT 9.3 9.3 8.9 9.2
Herocyn Coronet Crown PT 5.5 5.7 5.7 5.4
Fungiderm Konimex Pharmaceutical 4.6 4.5 4.5 4.5
Laboratories PT
Nizoral (Alliance Johnson & Johnson - 4.1 4.0 3.6
Pharma Plc) Indonesia PT
Bepanthen (Bayer AG) Bayer Indonesia PT 2.0 2.2 2.2 2.7
Purol (Unilever Unilever Body Care 2.6 2.6 2.5 2.5
Group) Indonesia Tbk PT
Kalpanax Kalbe Farma Tbk PT 2.2 2.3 2.3 2.4
Peditox Combiphar PT 0.5 0.4 0.4 0.3
Rodeca Nellco Indopharma PT 0.3 0.3 0.2 0.2
Kopamex Konimex Pharmaceutical 0.1 0.1 0.0 0.0
Laboratories PT
Mikorex (Kalbe Bintang Toedjoe PT 0.0 0.0 - -
Farma Tbk PT)
Nizoral (Johnson & Johnson & Johnson 4.0 - - -
Johnson Inc) Indonesia PT
Caladryl (Johnson & Johnson & Johnson - - - -
Johnson Inc) Indonesia PT
Caladryl (Valeant Johnson & Johnson - - - -
Pharmaceuticals Indonesia PT
International Inc)
Others Others 15.8 15.9 16.7 16.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
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© Euromonitor International
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▪ Digestive remedies turns to decline in 2020, as COVID-19 restrictions limit travel, and
consumers cook at home rather than eating food from street stalls and all-you-can-eat buffets
▪ Digestive remedies sees a 3% retail current value decline in 2020, falling to IDR3.4 trillion
▪ Antacids sees the highest current value growth in 2020, with a 1% increase to reach IDR1.6
trillion
▪ Kalbe Farma extends its lead in digestive remedies in 2020, to reach a 47% retail value share
▪ In the forecast period digestive remedies is expected to see a retail current value CAGR of
5% (1% constant value CAGR at 2020 prices), to reach IDR4.3 trillion in 2025
2020 IMPACT
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CONSUMER HEALTH IN INDONESIA Passport 43
expected to post a slight decline. Due to large-scale social restrictions and the fear of the spread
of COVID-19, fewer people are eating outside of the home, and many are choosing to cook
themselves. In addition, consumers are more aware of hygiene and personal health due to the
virus. With few people allowed to travel abroad, consumers have not been purchasing these
products to take on holiday in case they are ill. Therefore, diarrhoeal remedies is expected to
see a current value decline in this year.
Kalbe Farma extends its lead due to its strength in the growing antacids
category
Kalbe Farma is expected to continue to lead digestive remedies in value terms in 2020. Its
local Promag brand of antacids is expected to extend its lead. Its long-standing presence and
strong brand image, supported by wide distribution, have ensured Promag’s strong position in
digestive remedies, and with antacids being the only category within digestive remedies to see
current value growth in 2020, this is expected to increase the company’s value share. The
company offers numerous variants of its brand in various types of packaging, which also
enables it to attract different consumer groups. Its new 7ml variant of liquid sachet antacid has
rapidly gained popularity. Although it is more expensive per ml than the regular version,
consumers tend to prefer the sachet format because it is easier to consume. The increasing
trend of dining at affordable all-you-can-eat restaurants also increased sales of the new Promag
product Gazero, a herbal antacid also in sachet format, which helps reduce bloating and
flatulence. Although such outlets closed for some of 2020, it is expected to see rising demand
as these outlets reopen. As Promag is the only brand with a sachet format, it is expected to
maintain its lead in antacids in the forecast period. The company also has the Neo Entrostop
brand within diarrhoeal remedies, which is also expected to increase its value share in 2020.
Diapet, a herbal/traditional brand from Soho Industri Pharmasi, is another local brand, and is
expected to extend its lead in diarrhoeal remedies in 2020. Domestic brands tend to account for
higher sales since they are able to reach consumers in rural areas via traditional markets,
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 44
whereas international brands are only available in modern channels and are mostly sold in
cities.
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CATEGORY DATA
Table 35 Sales of Digestive Remedies by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2020 data is provisional and based on part-year estimates.
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 47
IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
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© Euromonitor International
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▪ Eye care declines in 2020, as COVID-19 leads to less pollution and fewer eye problems, and
consumers are keen to prioritise their spending on essentials such as food and necessary
consumer health products
▪ Eye care sees a 3% retail current value decline in 2020, falling to IDR450.7 billion
▪ Standard eye care remains the only category with a presence, and therefore also sees a
current value decline of 3% in 2020, to IDR450.7 billion
▪ Rohto Laboratories Indonesia extends its lead in eye care in 2020, to reach a 40% retail value
share
▪ In the forecast period eye care is expected to see a retail current value CAGR of 4%
(negligible negative constant value CAGR at 2020 prices), to reach IDR542.8 billion in 2025
2020 IMPACT
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© Euromonitor International
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Another factor expected to contribute to growth is that long and intense exposure to digital
devices can lead to asthenopia, or eye strain. This an increasing problem not only for adults, but
also amongst children. Ophthalmologists have said that this problem is expected to continue to
grow in the future, due to the rising use of gadgets. This is also set to contribute to the growth of
standard eye care, as strained, tired and dry eyes need relief.
CATEGORY DATA
Table 41 Sales of Eye Care by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Laboratories PT
Samie Sahari PT 5.3 3.9 3.1 2.1 1.2
Mudita Karuna PT 0.5 0.4 0.3 0.3 0.2
Kimia Farma (Persero) 1.1 0.7 0.4 - -
Tbk PT
Sterling Products - - - - -
Indonesia PT
Others 2.0 1.4 6.3 0.9 0.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
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▪ NRT smoking cessation aids sales remain negligible in Indonesia, with there being no
likelihood of this situation changing over the forecast period.
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▪ Fewer injuries are seen in 2020, due to less time spent outside of the home during social
restrictions to limit the spread of COVID-19; this leads to a decline for wound care
▪ Wound care sees a 4% retail current value decline in 2020, falling to IDR792.9 billion
▪ Sticking plasters/adhesive bandages is the only category with a presence in wound care, and
sees a 4% current value decline in 2020, falling to IDR792.9 billion
▪ Beiersdorf Indonesia maintains its dominance in wound care in 2020, holding a 75% retail
value share
▪ In the forecast period wound care is expected to see a retail current value CAGR of 4%
(negligible constant value CAGR at 2020 prices), to reach IDR980.4 billion in 2025
2020 IMPACT
As consumers leave their homes less, there are fewer injuries and lower
demand
Although wound care saw solid current value increases for most of the review period, in 2020
the category is expected to turn to decline. Due to large-scale social restrictions (PSSB
measures) and therefore fewer outdoor activities, there is less chance of injuries, leading to a
fall in demand for sticking plasters/adhesive bandages, which is the only category with notable
sales within wound care. Consumers tend to use sticking plasters as a first recourse for treating
slight punctures, cuts and other wounds. Some parents carry sticking plasters in their pockets in
case their children hurt themselves. However, most adults tend to let minor injuries cure
naturally.
As other consumer health categories, e-commerce is expected to see a strong increase in its
distribution share in wound care in 2020. However, the growth rate is expected to be stronger
than in other OTC categories. This is because whilst many OTC products are purchased as and
when needed, consumers tend to keep wound care products, antiseptics and other first aid
remedies at home as part of their own tailor-made first aid kits. This means they can order
sticking plasters/adhesive bandages and wait for them to be delivered, ready for use when
needed. This trend has accelerated during COVID-19, due to the desire for home delivery as a
result of restrictions on movement. Modern grocery retailers is also expected to see a strong
increase in share in 2020, as these outlets have seen greater popularity during movement
restrictions, as consumers know they can purchase all they need in one place and they offer
large spaces for social distancing and high hygiene standards. Traditional grocery retailers is
expected to account for most of the corresponding decline in distribution share.
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willing to pay the small amount extra for this additional feature. The popularity of waterproof
bandages is reflected in the prevalence and variety of the offer of such bandages in the
marketplace. Besides plastic waterproof bandages and transparent waterproof bandages,
waterproof bandages specifically for the feet have recently appeared in stores, meeting a need
derived from the wide usage of high heels in Indonesia.
Other new wound care innovations recently entered the market, such as products in ointment
and spray formats. For instance, the leading wound care brand, Hansaplast, launched a product
in ointment format. However, because its price is very high, not much growth is expected for this
innovative product, especially in 2020, at a time when consumers’ incomes are constrained by
the impact of COVID-19 on the economy. In 2020, any innovations that are more expensive
than standard products are expected to struggle to achieve growth, since people are being
careful with their budgets and prioritising essentials.
Despite the slow return of sales, A stronger CAGR forecast than in the
review period
Wound care is expected to see a return to current value growth in 2021, although the rate of
growth is expected to be lower than the increases seen in the review period, as consumers will
remain price-conscious. However, the rate of growth is expected to gradually increase over the
course of the forecast period as consumers venture outside of the home more, with sales
returning to the 2019 pre-COVID-19 level in 2022, and the forecast period current value CAGR
actually exceeding the review period CAGR.
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Indonesian consumers, and once incomes start to rise once again, they are likely to be willing to
spend on these more effective products in the forecast period.
CATEGORY DATA
Table 47 Sales of Wound Care by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
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▪ Measures taken to stop the spread of COVID-19 have a negative economic impact in 2020,
making consumers more price-conscious and hampering the growth of sports nutrition, which
is considered non-essential
▪ Sports nutrition sees an 11% retail current value decline in 2020, falling to IDR683.1 billion
▪ Protein/energy bars see the fastest current value growth of 8% in 2020, to reach IDR94.7
billion
▪ Twinlab Corp maintains its lead in sports nutrition in 2020, despite falling to a 16% retail value
share
▪ In the forecast period sports nutrition is expected to see a retail current value CAGR of 4%
(negligible negative constant value CAGR at 2020 prices), to reach IDR823.0 billion in 2025
2020 IMPACT
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which are them dispatched using ride-hailing apps, which also allows consumers to avoid
leaving their homes. This is expected to lead to a strong increase in sales via e-commerce in
2020. Nevertheless, the share of e-commerce is expected to remain low in 2020, with the
largest distribution channel remaining drugstores/parapharmacies. However, this channel is set
to see a strong share decline as these outlets are often located in shopping centres, which have
been forced to close during PSSB restrictions. Hypermarkets and supermarkets are the next
biggest distribution channels, and as these are considered essential stores, have been allowed
to remain open throughout any lockdowns. Their value shares are therefore expected to
increase in 2020.
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protein products are not consumed as often for these activities. Therefore, demand for sports
nutrition is expected to be hampered moving forward.
Sports protein RTD set to grow but will remain A small category
Sports protein RTD is a very small category within sports nutrition. L-Men from Nutrifood
Indonesia was the first brand to make sports protein RTD products available in the country, and
a lack of real competition means it still accounts for nearly all sales in this category, which is
expected to maintain current value growth in the forecast period. This is partly due to its
immaturity, as well as the rise of outdoor exercise, with consumers likely to pick up sports
protein RTD from convenience stores for consumption on-the-go after they have finished their
exercise. In addition, to maximise the benefits of sports nutrition, whey protein must be
consumed within a limited amount of time after exercising, so in view of traffic jams, increasing
mobility and packed schedules, portable premixed sports protein RTD products are likely to be
considered the most convenient, and thus are expected to enjoy rising demand in the forecast
period.
CATEGORY DATA
Table 53 Sales of Sports Nutrition by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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© Euromonitor International
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IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
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DIETARY SUPPLEMENTS IN
INDONESIA - CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Consumers cut back on purchases of less necessary dietary supplements due to greater
price-consciousness in 2020, but the desire to boost immunity to combat COVID-19 increases
sales of immunity-boosting products
▪ Dietary supplements sees a 5% retail current value increase in 2020, to reach IDR10.5 trillion
▪ Combination herbal/traditional dietary supplements sees the highest current value growth in
2020, with a 20% increase to reach IDR4.0 trillion
▪ Sido Muncul maintains its lead in dietary supplements in 2020, with a 9% retail value share
▪ In the forecast period dietary supplements is expected to see a retail current value CAGR of
9% (5% constant value CAGR at 2020 prices), to reach IDR16.4 trillion in 2025
2020 IMPACT
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© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 66
Although expected to see a slowing growth rate over the course of the forecast period,
combination herbal/traditional dietary supplements is set to remain the largest category and
continue to see the strongest current value growth in the forecast period. Consumers will
continue to be keen to maintain their health through immunity-boosting herbal products, which
will be a longer-term impact of COVID-19. Echinacea is expected to perform well for the same
reason. However, all dietary supplements categories are expected to see growth in 2021 and for
the rest of the forecast period, as consumers will be more willing to spend not only on immune-
boosting products, but also on less essential dietary supplements.
CATEGORY DATA
Table 59 Sales of Dietary Supplements by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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© Euromonitor International
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© Euromonitor International
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© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 70
Cemerlang PT
Prolipid Indofarma (Persero) Tbk PT 0.5 0.5 0.5 0.5
Pil Kita Marguna Tarulaga Apeka 0.6 0.5 0.5 0.4
Farma PT
Calcium Sandoz Novartis Biochemie PT 0.4 0.5 0.4 0.4
Forte (Novartis AG)
Cerebrovit Kalbe Farma Tbk PT 0.4 0.4 0.4 0.3
Nature's Blessing Sido Muncul PT 0.3 0.3 0.3 0.3
High-Desert Harmoni Dinamik 0.3 0.3 0.3 0.3
Indonesia PT
Sunrider (Sunrider Sunrider Nusaperdana PT 0.2 0.1 0.1 0.1
International Inc)
Forever Royal Jelly Nugra Aloeverindo PT 0.2 0.2 0.1 0.1
(Forever Living
Products
International LLC)
Calcium Sandoz Novartis Biochemie PT 0.2 0.2 0.1 0.1
(Novartis AG)
Garlicia Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1
Cheong-Kwan-Jang Korea Ginseng Corp 0.0 0.1 0.1 0.1
(KT&G Corp)
X-Gra (Rajawali Phapros (Persero) Tbk PT 0.1 0.1 0.1 0.1
Nusantara Indonesia
(Persero) PT)
Herbalife Nutrition Herbalife Indonesia PT 2.0 - - -
(Herbalife Ltd)
Sangobion (Merck Merck Tbk PT 1.3 - - -
KGaA)
Seven Seas (Merck Merck Tbk PT 0.1 - - -
KGaA)
Others Others 61.3 61.2 61.0 60.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 71
Dietary Supplements
- Co-Enzyme Q10 14.9 14.8 14.7 14.9 15.1 15.4
- Combination Non- 1,483.0 1,613.3 1,726.7 1,857.7 1,977.9 2,089.9
Herbal/Traditional
Dietary Supplements
- Eye Health Supplements - - - - - -
- Fish Oils/Omega Fatty 656.7 687.9 713.8 739.0 763.7 787.4
Acids
- Glucosamine 15.5 15.3 15.2 15.3 15.4 15.7
- Minerals 1,400.1 1,379.9 1,366.1 1,362.2 1,365.8 1,375.0
-- Calcium Supplements 1,264.6 1,247.5 1,235.5 1,233.8 1,240.3 1,252.6
-- Mineral Supplements 135.5 132.4 130.7 128.3 125.6 122.5
- Probiotic Supplements 13.8 13.6 13.4 13.2 13.2 13.2
- Protein Supplements 2.6 2.6 2.5 2.5 2.4 2.4
- Other Non-Herbal/ 212.7 209.1 205.8 203.8 202.7 202.6
Traditional Dietary
Supplements
Dietary Supplements 10,454.6 11,057.4 11,637.9 12,244.2 12,871.6 13,506.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 72
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 73
VITAMINS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Consumers’ desire to try and avoid contracting COVID-19, or at least limit the effects by
maintaining good health, leads consumers to stockpile multivitamins and vitamin C in 2020,
and leads to shortages
▪ Vitamins sees a 20% retail current value increase in 2020, to reach IDR12.6 trillion
▪ Multivitamins sees the highest current value growth in 2020, with a 25% increase to reach
IDR6.8 trillion
▪ Bayer Indonesia maintains its lead in vitamins in 2020, increasing to an 11% retail value share
▪ In the forecast period vitamins is expected to see a retail current value CAGR of 12% (8%
constant value CAGR at 2020 prices), to reach IDR22.3 trillion in 2025
2020 IMPACT
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declining purchasing power as a result of the economic impact of measures taken to control the
spread of COVID-19. Consumers are therefore having to prioritise purchases and stop
purchasing non-necessities, including vitamin E. Consumers have preferred to spend their more
limited budgets on food, and on consumer health products which they believe are essential in
light of COVID-19, such as multivitamins and analgesics. Moreover, many skin care products
already include vitamin E amongst their ingredients, and consumers therefore do not see the
need to also purchase the single vitamin to achieve the same purpose. Moreover, the trend
towards using vitamin E as a beauty supplement has been giving way to collagen.
Like most other consumer health categories, vitamins is expected to see strong growth in the
share of distribution accounted for by e-commerce in 2020. This channel has been important for
the purchase of many different products when restrictions on movement in the country (PSSB
measures) have been in force, as consumers are discouraged from leaving their homes.
Moreover, as vitamins are not urgent need products, consumers are happy to order online and
wait for delivery. Chemists/pharmacies is also expected to see a strong share increase, as
these outlets have remained open throughout the pandemic, with modern grocery retailers
seeing a similar rising trend for the same reason. Traditional grocery retailers and
drugstores/parapharmacies are expected to be the main losers of distribution share as a result.
The latter is expected to see a particularly strong decline due to the temporary closure of some
shopping centres in areas with high infection rates, which is where many such stores are
located.
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and the consumption of vitamins is set to remain a habit amongst many consumers throughout
the forecast period. The forecast period is therefore expected to see a stronger current value
CAGR than the review period.
Multivitamins and vitamin C are expected to continue to see the strongest current value
growth rates in the forecast period, and will together continue to account for the majority of sales
within vitamins. Vitamin C is well-known for fighting colds and flu, and multivitamins has the
advantage of containing several vitamins, so consumers do not have to think about which single
vitamins to purchase. Although most multivitamins currently have a general positioning, more
targeted products are starting to be seen, such as products for men, women or the elderly. This
trend is expected to continue in the forecast period to enable players to differentiate. Bucking
the trend of seeing higher growth than in the review period, vitamin E is expected to see a
slower increase in the forecast period. This will mainly be due to rising consumer price-
consciousness as a result of the economic impact of COVID-19, which is expected to continue
at the beginning of the forecast period. Consumers are expected to have to be careful with their
budgets, and will avoid non-necessities such as vitamin E, which focuses on skin health.
Vitamins A and D set to see growth, although sales will remain low
Although sales are expected to remain negligible in the forecast period, sales of both vitamin
A and vitamin D are expected to increase in the forecast period. Increasing smartphone usage
in Indonesia is expected to lead to a rise in sales of vitamin A, as this is known to be very useful
for eye health. Eye strain and other vision problems stemming from looking at computer, tablet
and smartphone screens daily, sometimes even all day, are increasing in Indonesia, as is the
case globally. This cultural and lifestyle phenomenon is expected to increase demand for both
eye health supplements and vitamin A over the forecast period. In terms of vitamin D, it helps to
maintain the immune system, which is considered even more important in light of COVID-19.
Although the body can make its own vitamin D if it gets enough sunlight, this will not be possible
for some people, who are expected to take vitamin D supplements to compensate.
CATEGORY DATA
Table 66 Sales of Vitamins by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Cemerlang PT
Indocare Citrapasific PT 5.5 5.5 5.5 5.5 5.4
Merck Tbk PT 5.1 5.0 4.9 4.7 4.2
Takeda Indonesia PT 2.6 2.9 3.2 3.2 3.4
Medifarma Laboratories 2.9 2.9 2.9 2.9 2.8
Inc PT
Sanbe Farma PT 3.0 2.9 2.9 2.8 2.5
Prafa PT 1.9 2.0 2.0 2.0 2.0
Amindoway Jaya PT 1.6 1.5 1.4 1.3 1.2
USANA Health Sciences PT 0.2 0.2 0.2 0.2 0.3
Abbott Indonesia PT 0.2 0.1 0.1 - -
Others 34.3 34.7 34.8 36.3 39.9
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 78
IDR billion
2020 2021 2022 2023 2024 2025
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 79
2020 IMPACT
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 80
are willing to take the advice of a direct selling consultant, who is often also a friend, when it
comes to weight management products. This channel is also expected to see a rising share in
2020 due to the convenience of home delivery by sales representatives.
Another channel which is expected to see strong value growth in 2020 is e-commerce. Weight
management and wellbeing products usually have high prices, and when buying online
consumers have more time to compare prices and functions, which is stimulating the growth of
this distribution channel. They are also not considered urgent need products which need to be
purchased immediately, unlike many OTC products. E-commerce is also a convenient way to
shop, especially since consumers can enjoy fast delivery via shipping methods such as Go-
Send by GO-JEK. Many products on offer in Indonesia are available via e-commerce sites such
as Shopee, Lazada, Tokopedia and k24klik.com, whilst some brands have also opened official
e-commerce stores, such as Blackmores and WRP. Nevertheless, e-commerce is still only
expected to account for a small share of value sales in 2020.
Despite the dominance of non-store retailing in weight management and wellbeing,
drugstores/parapharmacies, chemists/pharmacies and modern grocery retailers also account for
notable sales of such products. However, the shares of all these channels are either expected to
remain static or decline in 2020. This is due to the growth of non-store retailing, through which
consumers can have products delivered at a time when social restrictions are in place and
consumers are expected to stay at home where possible to avoid the spread of COVID-19.
Drugstores/parapharmacies is expected to see a particularly negative impact due to the
widespread presence of these stores in shopping centres, many of which have been closed at
various times of the year due to the temporary closure of non-essential retailers through PSSB
measures. Meanwhile, chemists/pharmacies have focused on the sale of necessary products
such as OTC products, rather than non-essentials.
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amongst the least necessary consumer health products, and consumers who have stopped
purchasing such products in 2020 are unlikely to return until they are more confident about the
economy and their personal finances. Therefore, although the decline is expected to slow
dramatically, the category is expected to continue to see a current value decline in 2021, with a
return to only slow growth in 2022 and increasing rates of growth thereafter. However, the pre-
COVID-19 level of sales is not expected to be reached even by the end of the forecast period,
and the CAGR in the forecast period is expected to be lower than that seen in the review period.
Meal replacement is expected to remain the second-largest category in the forecast period,
but is expected to take even longer to return to growth in the forecast period, dragging down the
performance of the overall category. More consumers are expected to prepare their own healthy
meals and turn to more natural weight loss methods, as this is increasingly seen as a good way
to lose weight in a healthy way, whilst avoiding the expense of purchasing such products.
Some consumers will still seek to lose weight for health and image
reasons
Despite the expectation that weight loss supplements will see the strongest decline in 2020, it
is set to see the best performance in the forecast period. Although some consumers are
concerned about the chemical ingredients in many of these products, some non-chemical
products are available, and more manufacturers are expected to launch such products over the
forecast period. These are believed to be the most effective products for weight management,
and with more consumers risking developing health problems such as diabetes due to being
overweight, more people are expected to choose products they expect to work, even if they
come at a higher unit price. The desire to look good and fit is also expected to give a boost to
sales of weight loss supplements.
Although expected to remain the smallest category within weight management and wellbeing,
supplement nutrition drinks is expected to post one of the best current value growth rates in the
forecast period. As with weight loss supplements, Indonesian consumers are looking to
supplement nutrition drinks to help them lose weight to alleviate specific health conditions.
Nevertheless, these products are not only purchased by people trying to lose weight. Some
older people consume such products to boost their nutritional intake, which means this category
has a wider potential consumer base than others within weight management and wellbeing.
Strong growth in demand for these products has already brought a large number of smaller
players and new products into the competitive arena, with the sales generated from the smallest
players, included under “others”, expected to continue to rise in the forecast period, with the
shares of the leaders expected to continue to stagnate or decline.
Demand for weight loss, but not necessarily using weight management
products
Despite the slow current value growth rate anticipated for weight management and wellbeing
in the forecast period, it is still believed to have prospects for growth. Consumers’ health-
consciousness continues to rise in Indonesia, and there is increasing awareness of the
connection between a poor diet, weight, and conditions such as diabetes, heart disease and
high blood pressure. Indonesians are more aware of both the importance of losing weight and
leading a healthier lifestyle, and understand the advantages that meal replacement, weight loss
supplements and other weight management products have to offer. Moreover, young
Indonesians are increasingly focusing on their physical appearance, including controlling their
weight. Weight management and wellbeing is therefore expected to see growth over the coming
years. Nevertheless, a factor which is expected to prevent a stronger rate of growth is the global
trend of losing weight naturally through diet and exercise rather than using weight loss products.
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CATEGORY DATA
Table 73 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Table 75 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-
2020
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Table 76 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
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Table 77 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-
2025
IDR billion
2020 2021 2022 2023 2024 2025
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HERBAL/TRADITIONAL PRODUCTS IN
INDONESIA - CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Slight slowdown in growth for herbal/traditional products in 2020, as COVID-19 leads to less
foodservice consumption of food and less travel, negatively impacting digestive remedies,
whilst lower incomes hamper growth in herbal/traditional dietary supplements
▪ Herbal/traditional products sees 9% retail current value growth in 2020, to reach IDR13.9
trillion
▪ Herbal/traditional cough, cold and allergy (hay fever) remedies see the fastest current value
growth of 12% in 2020, to reach IDR4.6 trillion
▪ Deltomed Laboratories maintains its lead in herbal/traditional products in 2020, rising to a
13% retail value share
▪ In the forecast period herbal/traditional products is expected to see a retail current value
CAGR of 11% (6% constant value CAGR at 2020 prices), to reach IDR23.0 trillion in 2025
2020 IMPACT
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Antangin and Tolak Angin maintain strong positions due to belief in their
efficacy
The Antangin brand from Deltomed Laboratories is expected to continue to lead
herbal/traditional products in value terms in 2020, followed closely by Sido Muncul’s Tolak
Angin. Both brands are the leaders in the same category, herbal/traditional cough, cold and
allergy (hay fever) remedies, as consumers look to herbal formulae to effectively alleviate colds,
coughs, fevers, nausea and fatigue. Indonesians consider Antangin and Tolak Angin as their
first OTC resources when symptoms arise, and the efficacy of their herbal formulae is also
notable amongst consumers overseas. Another reason that these brands are popular is that
both brands use compact and ready-to-go packaging. Although these companies are expected
to extend their value shares due to huge consumer demand in 2020, they have also faced some
problems due to production capacity limitations and supply chain issues.
Direct selling brands K-Link, and Sun Chlorella from Citra Nusa Insan Cemerlang are
expected to remain two of the leading brands in herbal/traditional dietary supplements, although
this category is expected to remain highly fragmented in 2020. They both promote their high-
quality natural ingredients and reliable manufacturing processes. People tend to have greater
trust in direct selling brands, as they are often sold to consumers by people they know, In
addition, direct selling brands are often more expensive. Consumers recognise that products
made with natural ingredients will be more expensive than chemical-based products due to the
scarcity of the ingredients and more difficult production process. This is why people trust direct
selling brands more than local standard products, which tend to be cheap.
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CATEGORY DATA
Table 79 Sales of Herbal/Traditional Products by Category: Value 2015-2020
IDR billion
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IDR billion
2020 2021 2022 2023 2024 2025
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▪ Much higher growth seen for paediatric consumer health in 2020, as COVID-19 leads to
panic-buying and the desire to boost children’s immunity
▪ Paediatric consumer health sees 15% retail current value growth in 2020, to reach IDR7.3
trillion
▪ Paediatric vitamins and dietary supplements sees the fastest current value growth of 17% in
2020, to reach IDR4.8 trillion
▪ Soho Industri Pharmasi maintains its lead in paediatric consumer health in 2020, rising to an
18% retail value share
▪ In the forecast period paediatric consumer health is expected to see a retail current value
CAGR of 13% (9% constant value CAGR at 2020 prices), to reach IDR13.7 trillion in 2025
2020 IMPACT
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the potential to harm their children than they do when something happens to themselves.
Therefore, healthcare start-up applications that can allow parents to quickly consult with a
doctor online and buy medicines that can be rapidly delivered at any time of day have become a
real solution, leading to strong growth for e-commerce in paediatric consumer health. The share
of e-commerce is also expected to continue to increase in the forecast period, as consumers
realise the benefits of shopping online and can take advantage of fast home delivery via
shipping methods such as Go-Send by GO-JEK. Increasing numbers of paediatric consumer
health products in Indonesia are also available via e-commerce sites such as Shopee, Lazada,
Tokopedia and k24klik.com.
Like most other consumer health categories, chemists/pharmacies and modern grocery
retailers are also expected to increase their shares of distribution in paediatric consumer health
in 2020. This is because sales through other channels, such as drugstores/parapharmacies and
traditional grocery retailers, are expected to decrease significantly. Shopping centres have had
to close at different times of the year in different regions according to the level of COVID-19
infections. As many drugstores/parapharmacies are located in shopping centres, this is
expected to lead to a strong decline in share for this channel. Meanwhile, the sales of traditional
grocery retailers are expected to decline since the virus has made consumers far more
conscious of hygiene, and they consider that the level of hygiene in supermarkets,
hypermarkets or convenience stores is higher. They also like to purchase all their groceries in
one place, and in larger outlets where they can socially distance.
Curcuma Plus from Soho Industri Pharmasi maintains its lead due to A
strong image
Local brands are expected to continue to dominate paediatric consumer health in value terms
in 2020. Soho Industri Pharmasi is set to extend its lead, and remain the only player to hold a
double-digit value share. Its long-standing presence and strong distribution contribute strongly to
its popularity. Soho will become a public company during 2020, and it is expected that more
aggressive marketing actions will be taken by this company in the future, which could contribute
to increasing its share further.
Soho’s Curcuma Plus is expected to maintain its lead in paediatric vitamins and dietary
supplements in 2020, on the strength of its strong brand image and long-standing presence as
the pioneer of paediatric multivitamins that use curcuma as the key ingredient. Parents
increasingly purchase this product to supplement their children’s diet, in view of the increasing
trend of “picky eating” amongst children. The company is expected to engage in aggressive
marketing not only for its Curcuma Plus brand in the forecast period, but also for its Fitkom and
Imboost Kids brands of vitamins and dietary supplements.
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either internationally or domestically for a large part of the year, there is likely to be pent-up
demand for travel. Most other categories are expected to see similar or just slightly slower
current value growth rates in 2021 than in 2020.
CATEGORY DATA
Table 85 Sales of Paediatric Consumer Health by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
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Table 87 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-
2020
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IDR billion
2020 2021 2022 2023 2024 2025
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