Table of Contents
Consumer Health in Indonesia - Industry Overview
EXECUTIVE SUMMARY
Burgeoning economy facilitates faster growth of consumer health
Climate change leads to increased demand for consumer health products
2011, a better year for domestic players
Hypermarkets, supermarkets and chemists/pharmacies increase their role
Growth to remain respectable in the forecast period
KEY TRENDS AND DEVELOPMENTS
Improved economic conditions lead to accelerating value growth
Companies make use of the phenomenal growth of social networking websites
Products targeted at the ageing population are on the rise
More local companies engage in corporate social responsibility programmes
Climate changes lead to increased demand for several consumer health products
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
Summary 1 OTC -Switches 2009-2011
DEFINITIONS
Summary 2 Research Sources
Consumer Health in Indonesia - Company Profiles
Citra Nusa Insan Cemerlang PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 5 Citra Nusa Insan Cemerlang PT: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 6 Citra Nusa Insan Cemerlang PT: Competitive Position 2011
Kalbe Farma Tbk PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Kalbe Farma Tbk PT: Competitive Position 2011
Sido Muncul PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Sido Muncul PT: Competitive Position 2011
Soho Industri Pharmasi PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Soho Industri Pharmasi PT: Competitive Position 2011
Tempo Scan Pacific Tbk PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 16 Tempo Scan Pacific Tbk PT: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 17 Tempo Scan Pacific Tbk PT: Competitive Position 2011
Adult Mouth Care in Indonesia - Category Analysis
HEADLINES
TRENDS
The most common use for adult mouth care products is to treat mouth ulcers, which are commonly caused by a viral infection or friction from broken teeth. Although analgesics such as paracetamol or ibuprofen can help to reduce pain, many consumers use adult mouth care products to cure ulceration. Due to high prices and limited penetration, adult mouth care has a niche consumer base, mainly composed of middle- to upper-income adults living in urban areas.
SWITCHES
COMPETITIVE LANDSCAPE
Standard adult mouth care is still preferred by the majority of consumers as standard products are perceived to be more effective in curing mouth ulcers and sore throat problems due to their active chemical ingredients. For this reason, combined with the strong brand awareness of the Betadine brand family in Indonesia, Betadine continued to lead adult mouth care with a 45% value share in 2011.
PROSPECTS
Going into the forecast period, companies are likely to remain reluctant to advertise their adult mouth care products frequently in the mass media, due to the limited consumer base. On the occasions companies do advertise their products, their efforts are likely to remain seasonal, such as during the fasting month of Ramadan. Besides its small consumer base, which is likely to remain limited in the forecast period, the product will also continue to face direct competition from other products with similar functions but which are available at more affordable prices.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2006-2011
Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 13 Adult Mouth Care Company Shares by Value 2007-2011
Table 14 Adult Mouth Care Brand Shares by Value 2008-2011
Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in Indonesia - Category Analysis
HEADLINES
TRENDS
Urbanisation led to heightened levels of stress associated with busy lifestyles. This became a cause of discomfort, especially amongst urban dwellers, which further resulted in the rising demand for analgesics. Furthermore, more urban dwellers began engaging in sports activities as an attempt to maintain their day-to-day health and prevent illness. Exercising by those who are over-enthusiastic or unaware of the dangers of inadequate warm-up routines contributed to demand for analgesics. These factors helped to maintain the respectable performance of analgesics in 2011.
SWITCHES
COMPETITIVE LANDSCAPE
A prominent local company, Tempo Scan Pacific maintained its leadership in analgesics with a 22% value share in 2011, a slight increase from the previous year. The company continued to heavily promote its analgesics brands during 2011. Indeed, the company’s two notable analgesics brands, Bodrex and Neo Rheumacyl remained known nationwide by consumers from all income levels. During the review period, the company also launched new variants including Bodrex Migra, Neo Rheumacyl Neuro, and various variants of Neo Rheumacyl topical analgesics (Neo Rheumacyl Cream, Neo Rheumacyl Neck & Shoulder, Neo Rheumacyl Anti-inflammation and Neo Rheumacyl Joint Care), all of which were well received by consumers.
PROSPECTS
Urbanisation which may continue leading to changing lifestyles of urban dwellers is expected to partly drive growth of analgesics in the forecast period. Busy urban dwellers will increasingly regard themselves as having no time to fall ill. This will encourage them to turn to analgesics that can provide fast pain relief and get them on the move swiftly. In addition, the proportion of population aged 65 and above is predicted to continue rising up to 2016. Given that older consumers tend to suffer from an array of age-related ailments such as rheumatoid pains and other body aches, demand for topical analgesics/anaesthetic is expected to grow over the forecast period, thus helping growth of analgesics as a whole.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2006-2011
Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 19 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2006-2011
Table 20 Analgesics Company Shares by Value 2007-2011
Table 21 Analgesics Brand Shares by Value 2008-2011
Table 22 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 23 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in Indonesia - Category Analysis
HEADLINES
TRENDS
Faced with greater work stress and faster-paced lifestyles, an increasing number of Indonesian urban dwellers are suffering from insomnia. While some of these consumers either see a doctor for prescribed medicine or simply do not medicate at all, others turn to consumer health calming and sleeping products for help.
SWITCHES
COMPETITIVE LANDSCAPE
Lelap, a brand from a prominent consumer health company, Soho Industri Pharmasi, extended its leadership in value sales of calming and sleeping products in 2011, accruing a 76% share, up from 74% in 2010. This achievement was largely thanks to the heavy promotional efforts in support of this brand, especially through television and magazine advertisements with a celebrity endorser. In fact, Lelap was the only brand of calming and sleeping products to be advertised on television over the review period.
PROSPECTS
The usage of calming and sleeping products in Indonesia will remain limited to adult consumers living in urban areas. Parents usually prohibit their children from taking such products, while the majority of consumers in rural areas are not aware of the existence of calming and sleeping products. Moreover, several consumers are cautious about the possible side effects, such as addiction. People suffering from a severe insomnia problem prefer to seek advice from a doctor and obtain prescribed medicine.
CATEGORY DATA
Table 24 Sales of Calming and Sleeping: Value 2006-2011
Table 25 Sales of Calming and Sleeping: % Value Growth 2006-2011
Table 26 Calming and Sleeping Company Shares by Value 2007-2011
Table 27 Calming and Sleeping Brand Shares by Value 2008-2011
Table 28 Forecast Sales of Calming and Sleeping: Value 2011-2016
Table 29 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in Indonesia - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products from local companies which are dominated by Jamu and fitofarmaka products have a significant presence in cough, cold and allergy (hay fever) remedies, especially for combination products, cough remedies and medicated confectionery and started to have a presence in paediatric cough/cold remedies. With the growing preference towards herbal products, these products continued to grow in popularity in 2011. Manufacturers further responded by heavily investing in promotions and new launches, the most notable of which are Combi Brizz medicated confectionery and Inzana Sirup Masuk angin paediatric cough/cold remedies.
SWITCHES
COMPETITIVE LANDSCAPE
Sido Muncul extended its leadership in cough, cold and allergy (hay fever) remedies in 2011. The local company held a value share of 14% in 2011, a marginal increase from the previous year. Indeed, its Tolak Angin brand of combination products maintained its position as the leading brand in cough, cold and allergy (hay fever) remedies in 2011. This was largely due to heavy investments in promotional campaigns. Tolak Angin continued to widen its consumer base to reach consumers from middle- to upper-income groups, with promotional campaigns with the tagline, “Orang pintar minum Tolak Angin”, translated as “Smart people drink Tolak Angin”, as well as celebrity endorsements up 2011.
PROSPECTS
In the forecast period, cough, cold and allergy (hay fever) remedies is predicted to post a constant value CAGR of 7%, marginally slower than in the review period. The growth however is expected to remain respectable. Global warming will continue into the forecast period, resulting in weather fluctuations which may further lead to higher incidents of colds and flu. Meanwhile, urbanisation will also create more air pollution which may lead to more people suffering from coughs. Recognising that there is still room for growth, several players are expected to enter the cough, cold and allergy remedies category, especially of herbal/traditional formulations.
CATEGORY DATA
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 32 Sales of Decongestants by Category: Value 2006-2011
Table 33 Sales of Decongestants by Category: % Value Growth 2006-2011
Table 34 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 35 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 36 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2007-2011
Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2008-2011
Table 38 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016
Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2011-2016
Digestive Remedies in Indonesia - Category Analysis
HEADLINES
TRENDS
Several factors helped to boost the volume demand for digestive remedies in 2011. First, stomach aches and diarrhoea continued to be very common in Indonesia, as the food hygiene level is low, thus driving demand for diarrhoeal remedies. Second, increasing stress, especially among urban dwellers, led to constipation, thus benefiting laxatives. Third, the more hectic lifestyles prompted more urban dwellers to skip meals, thus leading to growing demand for antacids.
SWITCHES
COMPETITIVE LANDSCAPE
Kalbe Farma, remained the outright leader in digestive remedies in 2011, accruing a 42% value share. The company’s two digestive remedies brands, Promag and Neo Entrostop, were in fact the undisputed leaders in antacids and diarrhoeal remedies respectively, with both products contributing the most to value sales of digestive remedies. Both brands were aggressively advertised via mass media throughout 2011 and their availability in both modern and traditional retail outlets ensured their positive performance.
PROSPECTS
Increasingly busy lifestyles, irregular eating habits, lack of exercise and poor nutrition in meals will continue to be the main drivers of growth in sales of digestive remedies over the forecast period. Digestive problems such as constipation and acidity are likely to rise. Furthermore, lack of basic amenities, such as clean water and sanitary conditions in many rural and urban areas in Indonesia, will give further impetus to growth, as these are the main causes of diarrhoea. These factors will be attributed to the expected respectable performance of digestive remedies as a whole in the forecast period.
CATEGORY DATA
Table 40 Sales of Digestive Remedies by Category: Value 2006-2011
Table 41 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 42 Digestive Remedies Company Shares by Value 2007-2011
Table 43 Digestive Remedies Brand Shares by Value 2008-2011
Table 44 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in Indonesia - Category Analysis
HEADLINES
TRENDS
Sales of consumer health ear care products in Indonesia remained negligible up to the end of the review period due to several reasons. Problems with the ears are generally less common than eye problems. When having ear problems, Indonesians prefer to seek professional medical treatment and to obtain prescribed ear care products, instead of self-medicating. Moreover, none of the major OTC manufacturers in Indonesia produce ear care remedies.
SWITCHES
COMPETITIVE LANDSCAPE
By 2011, there was only one OTC ear care product currently available in retail outlets, namely Vital by Medikon Prima Laboratories. This brand, however, was not advertised in the mass media over the review period. As such, consumer awareness of the brand remained low up to 2011.
PROSPECTS
Given the lack of development in this niche area and the fact that no deregulation is expected within prescription ear care medication in the foreseeable future, sales of ear care products are likely to remain negligible over the forecast period. The only ear care producer in Indonesia, Medikon Prima Laboratories, is also unlikely to promote its products via the mass media given the limited demand.
Eye Care in Indonesia - Category Analysis
HEADLINES
TRENDS
The demand for eye care products in Indonesia is considered niche, and comes mainly from middle- and upper-income consumers living in urban areas. Urban professionals who work in offices need eye care products, as the nature of their work requires them to work in front of computer screens for long periods of time every day. In addition, workers employed in manufacturing also require eye care products due to the dust and particles often present in factories. However, these factory workers typically belong to low income groups and usually have little awareness of the need to use eye care products, and still consider using such products as unnecessary. Meanwhile, demand for eye care in rural areas remains negligible, as visual demands from rural activities such as forestry, fishery and rice growing are minimal.
SWITCHES
COMPETITIVE LANDSCAPE
In 2011, standard eye care remained dominated by three brands, namely Insto, Visine, and Rohto, together representing 82% of total value sales. These brands managed to consolidate their already strong positions in 2011, supported by favourable demand for existing brands as well as their brand extensions due to strong consumer awareness. Insto, Visine, and Rohto indeed are preferred by the main consumer base of eye care, which is middle- to upper-income urban dwellers, who typically perceive brands from prominent companies as having higher product quality compared with brands from smaller players.
PROSPECTS
Despite the potential to widen the consumer base to encompass low-income demographics, eye care products will remain one of the lower priorities among these consumers despite the expected improvement in the economy. There are more pressing needs that these low-income consumers are likely to want to address and eye care products will remain low priority. Therefore, the growth of eye care will remain confined to the urban population in terms of users as well as more frequent usage of the products with increasing awareness expected when these consumers have dry-eye problems.
CATEGORY DATA
Table 46 Sales of Eye Care by Category: Value 2006-2011
Table 47 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 48 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 49 Standard Eye Care by Positioning: % Value Breakdown 2007-2011
Table 50 Eye Care Company Shares by Value 2007-2011
Table 51 Eye Care Brand Shares by Value 2008-2011
Table 52 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in Indonesia - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products continued to post respectable current value growth in 2011, largely thanks to the “back to nature” concept adopted by many Indonesians. Consumers perceive herbal/traditional products as being safer to consume as the products are more “natural”. These products especially fitofarmaka – modern Jamu that has undergone clinical testing – are also viewed as having the same efficacy as their standard counterparts. Moreover, the lower price of herbal/traditional products compared to standard ones is also one of the major attractions because the majority of Indonesians are price conscious.
COMPETITIVE LANDSCAPE
Two brands of herbal/traditional cough, cold and allergy (hay fever) remedies, namely Tolak Angin and Antangin, continued to lead the value sales of herbal/traditional products in 2011, posting value shares of 12% and over 9% respectively. Both brands function to cure both masuk angin – the period before a cold actually takes hold and is much more common than having influenza or a cold itself – and are indeed more popular than some standard combination products not promoted as a cure for masuk angin. In 2011, Tolak Angin and Antangin managed to distinguish themselves from their competitors due to their active promotional efforts through television, radio and magazine advertisements.
PROSPECTS
The growing consumer trend towards “back to nature” products has the potential to continue in the forecast period, thus maintaining positive volume growth of herbal/traditional products as a whole. In addition, manufacturers’ heavy investments in new launches, supported by relentless advertisements on television, magazines, and radio, are forecast to achieve a robust performance of herbal/traditional products.
CATEGORY DATA
Table 54 Sales of Herbal/Traditional Products: Value 2006-2011
Table 55 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 56 Herbal/Traditional Products Company Shares 2007-2011
Table 57 Herbal/Traditional Products Brand Shares 2008-2011
Table 58 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 59 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in Indonesia - Category Analysis
HEADLINES
TRENDS
The majority of medicated skin care sales continue to be made by middle-to upper-income consumers. Meanwhile, the majority of Indonesians who belong to low-income groups still find the price of medicated skin care products too expensive, and generally leave initial symptoms of skin problems untreated. In fact, many low-income demographics have little awareness of the presence of some medicated skin care products to treat their conditions in the first place.
SWITCHES
COMPETITIVE LANDSCAPE
Posting a value share of 21% in 2011, multinational company Johnson & Johnson retained its leading position in medicated skin care. This was largely thanks to its topical antifungals brand, Daktarin, which was the leading brand in medicated skin care over the review period. Despite having a higher price tag than most of its competitors, Daktarin is perceived to be more effective than other brands and the majority of its consumers belong to upper- and middle-income groups who are less price sensitive.
PROSPECTS
Minimal awareness of medicated skin care products as well as high prices will remain the main deterrents for a boom in the category in the forecast period. Many low income consumers are likely to still perceive medicated skin care products as less of a necessity, especially during unfavourable economic conditions, a situation which is likely to persist in the short term. One of the keys to growth therefore will be the affordability of the products, as manufacturers will need to minimise price increases to reach out to more consumers.
CATEGORY DATA
Table 60 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 61 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 62 Medicated Skin Care Company Shares by Value 2007-2011
Table 63 Medicated Skin Care Brand Shares by Value 2008-2011
Table 64 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 65 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
NRT Smoking Cessation Aids in Indonesia - Category Analysis
HEADLINES
TRENDS
Indonesia is the fifth-largest nation in the world in terms of regular smokers. In fact, cigarettes have become such an integral part of the lifestyle of many Indonesian males that they cannot go through a day without smoking. Of the male population aged over 15, half are regular smokers. There are also millions of men in Indonesia who smoke occasionally when they feel stressed or due to peer pressure. Understandably, the tobacco industry is one of the most established industries in Indonesia, and smokers from all income levels prefer local cigarettes due to their affordable prices. Even bad economic conditions do not stop the poor from smoking, as the majority switch to cheaper non-branded cigarettes.
SWITCHES
COMPETITIVE LANDSCAPE
NRT products – dominated by NRT patches – were only available on prescription at a very high price in Indonesia up to 2011. By the end of the review period, only one brand of NRT patch could be found – Nicotinell TTS by Novartis Biochemie, which is only available through prescription at a very expensive price. This product in the form of skin patches reduces the desire to smoke by releasing nicotine into the bloodstream. It does not contain tar and carbon monoxide – two harmful ingredients contained in cigarettes.
PROSPECTS
Sales of smoking cessation aids are unlikely to become quantifiable by the end of the forecast period, largely due to the exorbitant prices and lack of intention to quit smoking in the first place. Given the prevalence of smoking in Indonesia, the anti-smoking campaign rolled out in the middle of the review period is unlikely to have a significant impact over the forecast period. Because of the established culture of smoking among Indonesian men, it will be very difficult to change their mindset. Even when people wish to quit smoking, they are likely to try out cheaper alternatives than the expensive smoking cessation aids. Various ways to stop smoking are available, ranging from traditional Jamu products to confectionery or even other types of food to alleviate the urge to smoke.
Sports Nutrition in Indonesia - Category Analysis
HEADLINES
TRENDS
Consumer awareness of sports nutrition products continued to accelerate in 2011, largely driven by growing awareness of health and appearance especially among urban males. Furthermore, the availability of many fitness magazines in 2011 such as Men’s Health, Muscle and REPS helped to raise awareness of sports nutrition. In addition, chained gyms/fitness centres such as Celebrity Fitness, Gold’s Gym, Fitness VIP and Fitness First continued to open branches in shopping malls in Jakarta and Surabaya. Meanwhile, more independent gyms/fitness centres opened in many first- and second-tier cities in Indonesia in 2011. Given that gyms/fitness centres comprise the main distribution channel for sports nutrition products, their rapid development helped to maintain the respectable growth of sports nutrition in 2011.
COMPETITIVE LANDSCAPE
An imported brand, Twinlab, continued to lead sports nutrition value sales with a 19% share in 2011. Its leadership was largely derived from its exorbitant prices, much higher than those of local brands such as L-Men. Twinlab is typically sold in modern chemist/pharmacy chains such as Guardian and Century Healthcare, as well as in various gyms/fitness centres. The mushrooming of gyms/fitness centres in many cities in the country during 2011 helped to widen the distribution coverage of Twinlab, which further led to its marginally increasing value share in 2011.
PROSPECTS
Consumer awareness of sports nutrition is expected to continue escalating in the forecast period. The awareness of health and appearance especially among urban males is predicted to keep increasing, partly driven by fitness magazines targeting men and featuring advertisements for many sports nutrition brands. In addition, more gyms/fitness centres are expected to be established in various first- and second-tier cities in Indonesia over the forecast period. Gyms, especially chained ones, are also likely to continue to intensify their recruitment efforts. Chained gyms will continue to target upper-income, health-conscious consumers residing in major cities such as Jakarta and Surabaya by adopting various marketing strategies such as offering trial sessions for members’ friends, offering discounted membership fees and prizes for new members. In the long term, chained gyms such as Celebrity Fitness, Gold’s Gym, Fitness VIP and Fitness First could be established in other main cities, such as Bandung and Semarang.
CATEGORY DATA
Table 66 Sales of Sports Nutrition: Value 2006-2011
Table 67 Sales of Sports Nutrition: % Value Growth 2006-2011
Table 68 Forecast Sales of Sports Nutrition: Value 2011-2016
Table 69 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016
Vitamins and Dietary Supplements in Indonesia - Category Analysis
HEADLINES
TRENDS
Rising popularity of preventive medicine, especially amongst middle- and upper-income consumers continued to help boost the value sales of vitamins and dietary supplements in 2011. Growth was also fuelled by increased coverage of vitamins and dietary supplements in the mass media via articles and advertisements as well as new product launches during the year. Furthermore, extreme weather changes during 2011 also led to a rising incidence of colds and flu, therefore many consumers taking vitamins and dietary supplements, especially those with functionality that enhance immunity and prevent illness.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
Through various prominent brands of vitamins and dietary supplements, namely Redoxon Double Action, Calcium D Redoxon, CDR Fortos, Supradyn, Berocca, Redoxon Fortimun and Tonikum Bayer, multinational Bayer extended its leadership in 2011. The company posted a 10% value share in 2011, a marginal improvement from 2010. The consumers of these brands largely came from the middle- to upper-income consumers who have strong purchasing power. In addition, these Bayer’s brands have reputable names in the local market and the company has ensured the availability of its products in retail markets throughout the country in 2011.
PROSPECTS
Over the forecast period, consumers – especially urban dwellers – will become more health-conscious, mainly due to the continuing efforts of manufacturers, retailers, the media, health professionals and the government. More Indonesians will become better informed about diseases as a result of hectic and sedentary lifestyles, such as diabetes and high blood pressure. Therefore, more consumers are expected to take proactive measures to ward off illness and maintain good health by taking vitamins and dietary supplements.
CATEGORY DATA
Summary 18 Dietary Supplements: Brand Ranking by Positioning 2011
Table 70 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 71 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 72 Dietary Supplements by Positioning 2006-2011
Table 73 Vitamins and Dietary Supplements Company Shares by Value 2007-2011
Table 74 Vitamins and Dietary Supplements Brand Shares by Value 2008-2011
Table 75 Vitamins Brand Shares by Value 2008-2011
Table 76 Dietary Supplements Brand Shares by Value 2008-2011
Table 77 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 78 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016
Weight Management in Indonesia - Category Analysis
HEADLINES
TRENDS
Various products and diet programmes to reduce body weight presented a considerable challenge to the sales of weight management in 2011. Weight loss supplements were partly challenged by fibre drink brands such as Vegeta and Biomucil and laxatives such as Laxing, which were aggressively promoted as aiding digestion and treating constipation, therefore indirectly reduce body weight. Meanwhile, slimming tea received direct competition from green tea, both as hot drinks and RTD soft drinks, which has diuretic properties to help reduce body weight. In addition, more health clinics that offer various weight reducing programmes including acupuncture, detoxification, thermojetics, as well as liposuction were established in the larger cities, thus prompting a faster way to reduce weight rather than taking weight management.
COMPETITIVE LANDSCAPE
In 2011, a local company Sari Sehat managed to maintain its leading position in weight management, thanks to the performance of its Merit weight loss supplements brand. Merit is widely distributed both in modern and traditional retail outlets across the country and the brand also benefited from the performance of its variant, Merit Gold, which targets mainly middle- to upper-income consumers. In the relatively fragmented category, Sari Sehat led weight management with a 9% value share in 2011, marginally up from 2010.
PROSPECTS
Weight management is expected to fulfil its potential in the forecast period, as demand will still exceed supply. Obesity problems are likely to persist especially among middle- and upper-income urban dwellers in the forecast period. At the same time, consumers’ consciousness about health and appearance are expected to continue growing. In addition, the distribution reach of several weight management products, especially imported ones up to 2011, was not yet optimised, leaving considerable scope for growth.
CATEGORY DATA
Table 79 Sales of Weight Management: Value 2006-2011
Table 80 Sales of Weight Management: % Value Growth 2006-2011
Table 81 Weight Management Company Shares 2007-2011
Table 82 Weight Management Brand Shares 2008-2011
Table 83 Forecast Sales of Weight Management: Value 2011-2016
Table 84 Forecast Sales of Weight Management: % Value Growth 2011-2016
Wound Care in Indonesia - Category Analysis
HEADLINES
TRENDS
Driven solely by sticking plasters, wound care posted value sales of Rp575 billion in 2011. The majority of Indonesians are already familiar with sticking plasters, since the products are regularly advertised through the mass media and enjoy good geographic penetration in the country. Traditional retail outlets such as warungs usually sell sticking plasters by the strip, which makes the product very affordable to most Indonesians, as each strip cost merely Rp250 in 2011.
COMPETITIVE LANDSCAPE
Hansaplast brand from Beiersdorf continued to lead sticking plasters, with a comfortable 75% value share in 2011. Hansaplast’s clear leadership was gained through its longstanding presence in the country as well as its active marketing campaigns with regular advertising on television, radio as well as in health, family and women’s magazines. In addition, Hansaplast has very good availability, as the brand can be found not only in pharmacies or supermarkets, but also in toko kelontongans and warungs where the brand is sold per strip. Although Hansaplast managed to maintain its clear leadership, its share was eroded by smaller brands such as Amanplast towards the end of the review period.
PROSPECTS
Basic sticking plaster products, especially the clear leader Hansaplast, already enjoyed very good availability as they can be found not only in modern retail outlets such as pharmacies, supermarkets/hypermarkets and convenience stores, but also in traditional retail outlets such as toko kelontongans and warungs. As such, the value growth of sticking plasters in the forecast period is likely to come more from price increases rather than significant volume growth.
CATEGORY DATA
Table 85 Sales of Wound Care by Category: Value 2006-2011
Table 86 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 87 Wound Care Company Shares by Value 2007-2011
Table 88 Wound Care Brand Shares by Value 2008-2011
Table 89 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 90 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016