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CONSUMER HEALTH IN

INDONESIA
Euromonitor International
June 2015
CONSUMER HEALTH IN INDONESIA Passport I

LIST OF CONTENTS AND TABLES


Consumer Health in Indonesia - Industry Overview ..................................................................... 1
Executive Summary ..................................................................................................................... 1
Consumer Health Continues To Post Strong Growth in 2014 ................................................... 1
Unfavourable Weather Supports Increase in Health Issues ..................................................... 1
Domestic Companies Continue Strong Performance ............................................................... 1
Modern Retail Outlets Represent Main Distribution Channel .................................................... 1
Herbal Products on the Rise ..................................................................................................... 1
Key Trends and Developments .................................................................................................... 2
Indonesias Economic Growth Slows in 2014 ........................................................................... 2
Herbal-based Consumer Health Products on the Rise ............................................................. 2
Outlook ..................................................................................................................................... 2
Increasing Use of Infotainment As Promotional Media for Consumer Health ........................... 3
Market Indicators .......................................................................................................................... 3
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value
2009-2014 .................................................................................................... 3
Table 2 Life Expectancy at Birth 2009-2014 ............................................................. 3
Market Data .................................................................................................................................. 4
Table 3 Sales of Consumer Health by Category: Value 2009-2014 .......................... 4
Table 4 Sales of Consumer Health by Category: % Value Growth 2009-2014 ......... 4
Table 5 NBO Company Shares of Consumer Health: % Value 2010-2014 ............... 4
Table 6 LBN Brand Shares of Consumer Health: % Value 2011-2014 ..................... 5
Table 7 Distribution of Consumer Health by Format: % Value 2009-2014 ................ 6
Table 8 Distribution of Consumer Health by Format and Category: % Value
2014 ............................................................................................................. 7
Table 9 Forecast Sales of Consumer Health by Category: Value 2014-2019 ........... 9
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth
2014-2019 .................................................................................................... 9
Appendix .................................................................................................................................... 10
OTC Registration and Classification ....................................................................................... 10
Vitamins and Dietary Supplements Registration and Classification ....................................... 12
Self-medication/self-care and Preventive Medicine ................................................................ 14
Switches ................................................................................................................................. 14
Definitions................................................................................................................................... 14
Sources ...................................................................................................................................... 15
Summary 1 Research Sources ...................................................................................... 15
Consumer Health in Indonesia - Company Profiles .................................................................... 16
Citra Nusa Insan Cemerlang Pt in Consumer Health (indonesia) ............................................... 16
Strategic Direction .................................................................................................................. 16
Key Facts ................................................................................................................................ 16
Summary 2 Citra Nusa Insan Cemerlang PT: Key Facts ............................................... 16
Summary 3 Citra Nusa Insan Cemerlang PT: Operational Indicators ............................ 16
Company Background ............................................................................................................ 16
Production .............................................................................................................................. 17
Competitive Positioning .......................................................................................................... 17
Summary 4 Citra Nusa Insan Cemerlang PT: Competitive Position 2014 ..................... 18

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CONSUMER HEALTH IN INDONESIA Passport II

Kalbe Farma Tbk Pt in Consumer Health (indonesia) ................................................................ 18


Strategic Direction .................................................................................................................. 18
Key Facts ................................................................................................................................ 19
Summary 5 Kalbe Farma Tbk PT: Key Facts ................................................................ 19
Company Background ............................................................................................................ 19
Production .............................................................................................................................. 20
Competitive Positioning .......................................................................................................... 20
Summary 6 Kalbe Farma Tbk PT: Competitive Position 2014 ....................................... 20
Kimia Farma (persero) Tbk Pt in Consumer Health (indonesia) ................................................. 21
Strategic Direction .................................................................................................................. 21
Key Facts ................................................................................................................................ 21
Summary 7 Kimia Farma Apotek PT: Key Facts ........................................................... 21
Summary 8 Kimia Farma Apotek PT: Operational Indicators ........................................ 21
Company Background ............................................................................................................ 22
Competitive Positioning .......................................................................................................... 22
Sido Muncul Pt in Consumer Health (indonesia) ........................................................................ 23
Strategic Direction .................................................................................................................. 23
Key Facts ................................................................................................................................ 23
Summary 9 SIDO MUNCUL PT: Key Facts ................................................................... 23
Company Background ............................................................................................................ 23
Production .............................................................................................................................. 23
Competitive Positioning .......................................................................................................... 24
Summary 10 Sido Muncul PT: Competitive Position 2014 .............................................. 24
Tempo Scan Pacific Tbk Pt in Consumer Health (indonesia) ..................................................... 25
Strategic Direction .................................................................................................................. 25
Key Facts ................................................................................................................................ 25
Summary 11 Tempo Scan Pacific Tbk PT: Key Facts ..................................................... 25
Company Background ............................................................................................................ 25
Production .............................................................................................................................. 26
Competitive Positioning .......................................................................................................... 26
Summary 12 Tempo Scan Pacific Tbk PT: Competitive Position 2014 ........................... 26
Analgesics in Indonesia - Category analysis .............................................................................. 28
Headlines ................................................................................................................................... 28
Trends ........................................................................................................................................ 28
Competitive Landscape .............................................................................................................. 29
Prospects ................................................................................................................................... 29
Category Data ............................................................................................................................ 30
Table 11 Sales of Analgesics by Category: Value 2009-2014 .................................. 30
Table 12 Sales of Analgesics by Category: % Value Growth 2009-2014 .................. 30
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value
Breakdown 2009-2014 ............................................................................... 30
Table 14 NBO Company Shares of Analgesics: % Value 2010-2014 ....................... 31
Table 15 LBN Brand Shares of Analgesics: % Value 2011-2014 .............................. 31
Table 16 Forecast Sales of Analgesics by Category: Value 2014-2019.................... 32
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2014-
2019 ........................................................................................................... 32

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CONSUMER HEALTH IN INDONESIA Passport III

Calming and Sleeping in Indonesia - Category analysis ............................................................ 34


Headlines ................................................................................................................................... 34
Trends ........................................................................................................................................ 34
Competitive Landscape .............................................................................................................. 34
Prospects ................................................................................................................................... 35
Category Data ............................................................................................................................ 35
Table 18 Sales of Calming and Sleeping: Value 2009-2014 ..................................... 35
Table 19 Sales of Calming and Sleeping: % Value Growth 2009-2014 .................... 35
Table 20 NBO Company Shares of Calming and Sleeping: % Value 2010-2014 ..... 35
Table 21 LBN Brand Shares of Calming and Sleeping: % Value 2011-2014 ............ 36
Table 22 Forecast Sales of Calming and Sleeping: Value 2014-2019 ...................... 36
Table 23 Forecast Sales of Calming and Sleeping: % Value Growth 2014-2019 ..... 36
Cough, Cold and Allergy (hay Fever) Remedies in Indonesia - Category analysis .................... 37
Headlines ................................................................................................................................... 37
Trends ........................................................................................................................................ 37
Competitive Landscape .............................................................................................................. 38
Prospects ................................................................................................................................... 38
Category Data ............................................................................................................................ 39
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2009-2014 ....................................................................... 39
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2009-2014....................................................... 39
Table 26 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies
by Category: Value 2009-2014................................................................... 40
Table 27 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies
by Category: % Value Growth 2009-2014 .................................................. 40
Table 28 Sales of Decongestants by Category: Value 2009-2014 ............................ 40
Table 29 Sales of Decongestants by Category: % Value Growth 2009-2014 ........... 40
Table 30 NBO Company Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2010-2014 ................................................................. 41
Table 31 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2011-2014 ................................................................. 42
Table 32 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2014-2019 ....................................................................... 43
Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2014-2019....................................................... 43
Dermatologicals in Indonesia - Category analysis ...................................................................... 44
Headlines ................................................................................................................................... 44
Trends ........................................................................................................................................ 44
Competitive Landscape .............................................................................................................. 45
Prospects ................................................................................................................................... 45
Category Data ............................................................................................................................ 45
Table 34 Sales of Dermatologicals by Category: Value 2009-2014 .......................... 45
Table 35 Sales of Dermatologicals by Category: % Value Growth 2009-2014 ......... 46
Table 36 NBO Company Shares of Dermatologicals: % Value 2010-2014 ............... 46
Table 37 LBN Brand Shares of Dermatologicals: % Value 2011-2014 ..................... 47
Table 38 Forecast Sales of Dermatologicals by Category: Value 2014-2019 ........... 48
Table 39 Forecast Sales of Dermatologicals by Category: % Value Growth
2014-2019 .................................................................................................. 48

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CONSUMER HEALTH IN INDONESIA Passport IV

Digestive Remedies in Indonesia - Category analysis ................................................................ 50


Headlines ................................................................................................................................... 50
Trends ........................................................................................................................................ 50
Competitive Landscape .............................................................................................................. 51
Prospects ................................................................................................................................... 51
Category Data ............................................................................................................................ 52
Table 40 Sales of Digestive Remedies by Category: Value 2009-2014 .................... 52
Table 41 Sales of Digestive Remedies by Category: % Value Growth 2009-
2014 ........................................................................................................... 52
Table 42 NBO Company Shares of Digestive Remedies: % Value 2010-2014 ......... 52
Table 43 LBN Brand Shares of Digestive Remedies: % Value 2011-2014 ............... 53
Table 44 Forecast Sales of Digestive Remedies by Category: Value 2014-2019 ..... 54
Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth
2014-2019 .................................................................................................. 54
Eye Care in Indonesia - Category analysis................................................................................. 55
Headlines ................................................................................................................................... 55
Trends ........................................................................................................................................ 55
Competitive Landscape .............................................................................................................. 55
Prospects ................................................................................................................................... 56
Category Data ............................................................................................................................ 56
Table 46 Sales of Eye Care by Category: Value 2009-2014 ..................................... 56
Table 47 Sales of Eye Care by Category: % Value Growth 2009-2014 .................... 56
Table 48 NBO Company Shares of Eye Care: % Value 2010-2014.......................... 56
Table 49 LBN Brand Shares of Eye Care: % Value 2011-2014 ................................ 57
Table 50 Forecast Sales of Eye Care by Category: Value 2014-2019 ...................... 57
Table 51 Forecast Sales of Eye Care by Category: % Value Growth 2014-2019 ..... 58
Nrt Smoking Cessation Aids in Indonesia - Category analysis ................................................... 59
Headlines ................................................................................................................................... 59
Trends ........................................................................................................................................ 59
Competitive Landscape .............................................................................................................. 59
Prospects ................................................................................................................................... 60
Wound Care in Indonesia - Category analysis ........................................................................... 61
Headlines ................................................................................................................................... 61
Trends ........................................................................................................................................ 61
Competitive Landscape .............................................................................................................. 61
Prospects ................................................................................................................................... 62
Category Data ............................................................................................................................ 62
Table 52 Sales of Wound Care by Category: Value 2009-2014 ................................ 62
Table 53 Sales of Wound Care by Category: % Value Growth 2009-2014 ............... 62
Table 54 NBO Company Shares of Wound Care: % Value 2010-2014 .................... 63
Table 55 LBN Brand Shares of Wound Care: % Value 2011-2014 ........................... 63
Table 56 Forecast Sales of Wound Care by Category: Value 2014-2019 ................. 63
Table 57 Forecast Sales of Wound Care by Category: % Value Growth 2014-
2019 ........................................................................................................... 63
Sports Nutrition in Indonesia - Category analysis ....................................................................... 65
Headlines ................................................................................................................................... 65
Trends ........................................................................................................................................ 65
Competitive Landscape .............................................................................................................. 65
Prospects ................................................................................................................................... 66

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CONSUMER HEALTH IN INDONESIA Passport V

Category Data ............................................................................................................................ 66


Table 58 Sales of Sports Nutrition by Category: Value 2009-2014 ........................... 66
Table 59 Sales of Sports Nutrition by Category: % Value Growth 2009-2014 .......... 67
Table 60 NBO Company Shares of Sports Nutrition: % Value 2010-2014 ................ 67
Table 61 LBN Brand Shares of Sports Nutrition: % Value 2011-2014 ...................... 67
Table 62 Forecast Sales of Sports Nutrition by Category: Value 2014-2019 ............ 68
Table 63 Forecast Sales of Sports Nutrition by Category: % Value Growth
2014-2019 .................................................................................................. 68
Vitamins and Dietary Supplements in Indonesia - Category analysis......................................... 69
Headlines ................................................................................................................................... 69
Trends ........................................................................................................................................ 69
Vitamins...................................................................................................................................... 70
Dietary Supplements .................................................................................................................. 70
Competitive Landscape .............................................................................................................. 71
Prospects ................................................................................................................................... 71
Category Data ............................................................................................................................ 72
Summary 13 Dietary Supplements: Brand Ranking by Positioning 2014 ........................ 72
Category Data ............................................................................................................................ 73
Table 64 Sales of Vitamins and Dietary Supplements by Category: Value 2009-
2014 ........................................................................................................... 73
Table 65 Sales of Vitamins and Dietary Supplements by Category: % Value
Growth 2009-2014 ..................................................................................... 74
Table 66 Sales of Multivitamins by Positioning: % Value 2009-2014 ........................ 75
Table 67 Sales of Dietary Supplements by Positioning: % Value 2009-2014 ........... 75
Table 68 NBO Company Shares of Vitamins and Dietary Supplements: %
Value 2010-2014 ........................................................................................ 76
Table 69 LBN Brand Shares of Vitamins and Dietary Supplements: % Value
2011-2014 .................................................................................................. 77
Table 70 LBN Brand Shares of Vitamins: % Value 2011-2014 ................................. 77
Table 71 LBN Brand Shares of Dietary Supplements: % Value 2011-2014 .............. 78
Table 72 Forecast Sales of Vitamins and Dietary Supplements by Category:
Value 2014-2019 ........................................................................................ 79
Table 73 Forecast Sales of Vitamins and Dietary Supplements by Category: %
Value Growth 2014-2019 ........................................................................... 80
Weight Management in Indonesia - Category analysis .............................................................. 82
Headlines ................................................................................................................................... 82
Trends ........................................................................................................................................ 82
Competitive Landscape .............................................................................................................. 82
Prospects ................................................................................................................................... 83
Category Data ............................................................................................................................ 83
Table 74 Sales of Weight Management by Category: Value 2009-2014 ................... 83
Table 75 Sales of Weight Management by Category: % Value Growth 2009-
2014 ........................................................................................................... 84
Table 76 NBO Company Shares of Weight Management: % Value 2010-2014........ 84
Table 77 LBN Brand Shares of Weight Management: % Value 2011-2014 .............. 84
Table 78 Forecast Sales of Weight Management by Category: Value 2014-
2019 ........................................................................................................... 85
Table 79 Forecast Sales of Weight Management by Category: % Value Growth
2014-2019 .................................................................................................. 85

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CONSUMER HEALTH IN INDONESIA Passport VI

Herbal/traditional Products in Indonesia - Category analysis ..................................................... 87


Headlines ................................................................................................................................... 87
Trends ........................................................................................................................................ 87
Competitive Landscape .............................................................................................................. 88
Prospects ................................................................................................................................... 88
Category Data ............................................................................................................................ 89
Table 80 Sales of Herbal/Traditional Products by Category: Value 2009-2014 ........ 89
Table 81 Sales of Herbal/Traditional Products by Category: % Value Growth
2009-2014 .................................................................................................. 89
Table 82 NBO Company Shares of Herbal/Traditional Products: % Value 2010-
2014 ........................................................................................................... 89
Table 83 LBN Brand Shares of Herbal/Traditional Products: % Value 2011-
2014 ........................................................................................................... 90
Table 84 Forecast Sales of Herbal/Traditional Products by Category: Value
2014-2019 .................................................................................................. 91
Table 85 Forecast Sales of Herbal/Traditional Products by Category: % Value
Growth 2014-2019 ..................................................................................... 92

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CONSUMER HEALTH IN INDONESIA Passport 1

CONSUMER HEALTH IN INDONESIA -


INDUSTRY OVERVIEW
EXECUTIVE SUMMARY

Consumer Health Continues To Post Strong Growth in 2014


Many categories in consumer health registered double-digit current value terms growth in
2014, namely analgesics, cough, cold and allergy (hay fever) remedies, digestive remedies, as
well as vitamins and dietary supplements. This was driven by the busy lifestyles of modern
consumers, and unpredictable weather changes, causing a decrease in immunity. Regular
marketing activities by leading manufacturers were also very important in accelerating the
growth of consumer health towards the end of the review period.

Unfavourable Weather Supports Increase in Health Issues


The effects of global warming are causing climatic conditions to change unexpectedly in
Indonesia. Extreme heat during the dry season and prolonged rainy seasons are causing many
incidents of coughs, colds, diarrhoea and fever. This naturally increases demand for cough, cold
and allergy (hay fever) remedies and digestive remedies, especially diarrheal remedies.
Demand for vitamins and dietary supplements is also seeing growth as consumers seek to take
preventative measures.

Domestic Companies Continue Strong Performance


With many players in the consumer health landscape, the category remained highly
fragmented in 2014. Some of the leading domestic manufacturers managed to show their best
performance. For example, Kalbe Farma established a strong foothold through the performance
of various brands in different consumer health categories. Other notable local players, such as
Sido Muncul, Deltomed Laboratories and Soho Industri Pharmasi, also saw an increase in sales
due to a broad consumer base and active promotional campaigns.

Modern Retail Outlets Represent Main Distribution Channel


The large expansion of modern retail outlets in Indonesia increased the growth of consumer
health by expanding the scope of distribution. Chemists/pharmacies remained the largest
distribution channel for consumer health products at the end of the review period. Companies
also saw increases in the share of modern retail outlets as they serve as one-stop shopping
solutions.

Herbal Products on the Rise


The Ministry of Health encourages the development of herbal medicine in Indonesia, and
herbal alternatives are increasingly popular amongst Indonesians. Natural ingredients are
popularly viewed as safer, and are also relatively cheap when compared with chemical-based
drugs. Given this positive trend shows little sign of abating, herbal products are likely to continue
to grow over the forecast period.

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CONSUMER HEALTH IN INDONESIA Passport 2

KEY TRENDS AND DEVELOPMENTS

Indonesias Economic Growth Slows in 2014


Indonesias macroeconomic environment faces difficulties. The cause of slowing economic
growth in Indonesia is the decline in investment. High inflation has led to lower-middle class
consumers reducing purchases of sports nutrition and weight management products in the
consumer health environment, instead focussing on other, more basic requirements.
In contrast, upper-middle income consumers are less affected by the condition, and have the
financial security to allow them to remain conscious of the importance of health and personal
appearance. This obviously affects the growth of sports nutrition, weight management products,
and vitamins and dietary supplements.

Outlook
Compared with previous years of the review period, Indonesias economic growth slowed in
2014, influenced by the rise in electricity prices. Indonesias economic growth in 2015 is
estimated to be in the range of 5-6%. Growth is expected to be achieved in line with the
improvement of global and domestic economic conditions. Although there is potential for global
economic uncertainty in 2015, improvement is expected, benefitting trading conditions in
Indonesia. This improvement is not expected to impact exports of Indonesian products, but
rather encourage domestic performance.
Consumer spending will be strongly influenced by the rise in inflation. Consumer health in
general is expected to continue to record growth, as it is considered increasingly important to
stay healthy. Some categories of consumer health, such as sports nutrition, weight management
and vitamins and dietary supplements will continue to be considered products that are not
important for lower-middle class consumers. Nevertheless, intensive mass media advertising by
leading players will contribute to a positive consumer health performance.

Herbal-based Consumer Health Products on the Rise


Herbal remedies are increasingly popular among consumers. According to the WHO (World
Health Organisation), up to 60% of the population of developed countries, and 80% of the
population of developing countries, now use herbal remedies. The majority of people prefer
herbal treatments because natural ingredients are considered to be somehow safer, as well as
being relatively cheap compared with chemical-based drugs.
Towards the end of the review period, an increasing consumer preference for herbal products
was more evident. With increasing demand, consumer health manufacturers launched a range
of herbal products.
In 2014 Deltomed Laboratories PT launched Kuldon Sariawan, the first and only herbal
tablets in Indonesia efficacious in the relief of canker sores. In August 2013 Mustika Ratu Tbk
PT issued a new slimming tea product. In addition, Soho Global Health is also targeting sales of
traditional medicines for the domestic market in 2014.

Outlook
Demand for herbal-based consumer health products is expected to continue to rise.
Stimulated by intensive promotion of herbal medicine manufacturers, consumers are expected
to become increasingly conscious of their health and prefer products with natural ingredients.
Entering the forecast period an increasing number of companies are expected to engage with
the trend by launching more herbal-based medicines. Deltomed Laboratories PT and Soho
Industri Pharmasi PT are expected to remain the most prominent manufacturers of such
products, while other consumer health players compete to launch similar offerings.

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CONSUMER HEALTH IN INDONESIA Passport 3

Increasing Use of Infotainment As Promotional Media for Consumer


Health
Television programmes with a mix of news and entertainment features are very popular
among Indonesian housewives. Such programmes generally discuss the latest news and
celebrity gossip. Towards the end of the period, consumer health manufacturers sought to take
advantage of the widespread popularity of such infotainment. Many consumer health products
are now promoted through infotainment, including OTC products, weight management, and
vitamins and dietary supplements. These products are advertised by popular celebrities,
purporting self-use and immediate benefits.
As a result, products have gained brand awareness, especially among housewives. For
example, weight management products supported by slim and beautiful celebrities have
increased interest and awareness among consumers.

Outlook
Given the high interest among most women in infotainment, this trend will continue to
increase over the forecast period. Weight management and vitamins and dietary supplements
are expected to be the most common products promoted during this period.
Most manufacturers are expanding their marketing methods using the same promotional
activities during popular talk shows. Weight management products, for example, may be more
effectively promoted during infotainment because they primarily target female consumers, while
OTC products or vitamins and dietary supplements may be able to capture a larger target
audience with advertising during popular talk shows.

MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2009-
2014

IDR bn
2009 2010 2011 2012 2013 2014

Pharmaceuticals, 24,805.0 28,260.6 29,173.1 34,972.4 40,473.1 44,848.3


medical appliances/
equipment
Outpatient services 46,599.5 52,631.6 53,861.1 63,829.6 72,962.4 80,186.8
Hospital services 19,905.1 22,390.9 22,820.9 26,897.0 30,561.9 33,452.2
Total 91,309.6 103,283.2 105,855.2 125,699.0 143,997.4 158,487.3
Source: Euromonitor International from official statistics, trade associations, trade interviews

Table 2 Life Expectancy at Birth 2009-2014

years
2009 2010 2011 2012 2013 2014

Males 68.0 68.2 68.4 68.6 68.8 69.0


Females 72.0 72.2 72.5 72.7 72.9 73.1
Source: Euromonitor International from official statistics

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CONSUMER HEALTH IN INDONESIA Passport 4

MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

OTC 9,412.5 10,423.2 11,624.6 13,043.6 14,694.5 16,567.2


Sports Nutrition 197.1 228.6 268.6 314.1 365.0 425.5
Vitamins and Dietary 8,214.4 9,244.6 10,540.1 12,114.6 13,977.9 16,209.8
Supplements
Weight Management 1,161.9 1,435.1 1,769.0 2,258.2 2,862.4 3,607.5
Herbal/Traditional 4,216.4 4,683.5 5,280.0 6,001.5 6,855.2 7,890.3
Products
Allergy Care 5.9 5.6 5.3 4.9 4.6 4.5
Paediatric OTC Healthcare 1,718.8 1,970.4 2,285.8 2,674.5 3,138.1 3,696.7
Consumer Health 18,986.0 21,331.4 24,202.3 27,730.4 31,899.8 36,810.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Consumer Health total is the sum of OTC, Sports Nutrition, Vitamins and Dietary Supplements, Weight
Management, and the subcategories of Herbal Medicinal Teas and Herbal Smoking Cessation Aids.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric OTC healthcare 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,
except herbal/traditional medicinal teas and herbal/traditional smoking cessation aids.
Note 3: 2014 data is provisional and based on part-year estimates.

Table 4 Sales of Consumer Health by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

OTC 12.7 12.0 76.0


Sports Nutrition 16.6 16.6 116.0
Vitamins and Dietary Supplements 16.0 14.6 97.3
Weight Management 26.0 25.4 210.5
Herbal/Traditional Products 15.1 13.4 87.1
Allergy Care -2.0 -5.5 -24.7
Paediatric OTC Healthcare 17.8 16.6 115.1
Consumer Health 15.4 14.2 93.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Consumer Health total is the sum of OTC, Sports Nutrition, Vitamins and Dietary Supplements, Weight
Management, and the subcategories of Herbal Medicinal Teas and Herbal Smoking Cessation Aids.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric OTC healthcare 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,
except herbal/traditional medicinal teas and herbal/traditional smoking cessation aids.
Note 3: 2014 data is provisional and based on part-year estimates.

Table 5 NBO Company Shares of Consumer Health: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Kalbe Farma Tbk PT 8.4 8.6 8.8 9.0 9.0

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CONSUMER HEALTH IN INDONESIA Passport 5

Tempo Scan Pacific Tbk PT 6.7 6.6 6.5 6.3 6.2


Herbalife Indonesia PT 1.0 1.7 2.7 3.8 4.7
Sido Muncul PT 3.6 3.7 3.7 3.8 3.9
Konimex Pharmaceutical 4.0 3.9 3.8 3.7 3.6
Laboratories PT
Bayer Indonesia PT 3.1 3.1 3.2 3.2 3.2
Deltomed Laboratories PT 2.5 2.6 2.7 2.8 2.9
Soho Industri Pharmasi PT 2.4 2.5 2.6 2.7 2.7
Citra Nusa Insan 2.8 2.6 2.4 2.3 2.2
Cemerlang PT
Combiphar PT 2.1 2.1 2.1 2.1 2.1
Johnson & Johnson 2.3 2.2 2.1 1.9 1.9
Indonesia PT
Medifarma Laboratories 1.8 1.8 1.8 1.8 1.8
Inc PT
Sterling Products 2.2 2.0 2.0 1.9 1.7
Indonesia PT
Bintang Toedjoe PT 2.1 1.9 1.8 1.7 1.6
Merck Tbk PT 1.5 1.5 1.5 1.4 1.4
Darya-Varia Laboratoria 2.3 2.3 1.3 1.3 1.4
Tbk PT
Beiersdorf Indonesia PT 1.9 1.8 1.6 1.5 1.3
K-Link Indonesia PT 1.1 1.1 1.2 1.2 1.2
Eagle Indo 1.1 1.1 1.1 1.1 1.1
Pharmaceutical PT
Sanbe Farma PT 1.1 1.1 1.1 1.1 1.1
Pharos Indonesia PT 1.0 1.1 1.1 1.1 1.1
Amindoway Jaya PT 1.3 1.3 1.2 1.1 1.1
PGT Healthcare - - 1.1 1.0 1.0
Indocare Citrapasific PT 0.8 0.9 0.9 0.9 1.0
Dexa Medica PT 0.7 0.8 0.8 0.9 0.9
Taisho Pharmaceutical 0.9 0.9 0.9 0.9 0.9
Indonesia Tbk PT
Bernofarm PT 0.9 0.9 0.9 0.9 0.9
Mahakam Beta Farma PT 1.1 1.0 1.0 0.9 0.9
Nusa Selaras Indonesia PT 0.4 0.5 0.6 0.6 0.7
Abbott Indonesia PT 0.7 0.7 0.7 0.7 0.6
Others 38.2 37.6 36.8 36.2 35.8
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

Table 6 LBN Brand Shares of Consumer Health: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Herbalife Herbalife Indonesia PT 1.7 2.7 3.8 4.7


Tolak Angin Sido Muncul PT 2.6 2.7 2.8 2.9
Fatigon Kalbe Farma Tbk PT 2.1 2.2 2.3 2.3
Antangin Deltomed Laboratories PT 2.0 2.1 2.2 2.3
Hemaviton Tempo Scan Pacific Tbk PT 2.3 2.3 2.2 2.2
Redoxon Bayer Indonesia PT 1.8 1.9 1.9 2.0
Promag Kalbe Farma Tbk PT 1.9 1.9 2.0 2.0
Bodrex Tempo Scan Pacific Tbk PT 2.1 2.1 2.0 2.0
CNI Citra Nusa Insan 2.3 2.2 2.0 2.0
Cemerlang PT
OBH Combi Combiphar PT 2.0 2.0 2.0 1.9
Paramex Konimex Pharmaceutical 2.0 2.0 1.9 1.9

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Laboratories PT
Mixagrip Kalbe Farma Tbk PT 1.5 1.6 1.6 1.6
Hansaplast Beiersdorf Indonesia PT 1.8 1.6 1.5 1.3
Natur-E Darya-Varia Laboratoria 1.1 1.2 1.3 1.3
Tbk PT
Curcuma Soho Industri Pharmasi PT 1.0 1.1 1.2 1.2
Panadol Sterling Products 1.3 1.3 1.3 1.2
Indonesia PT
K-Link K-Link Indonesia PT 1.1 1.2 1.2 1.2
Neo Rheumacyl Tempo Scan Pacific Tbk PT 1.3 1.2 1.2 1.2
Cerebrofort Kalbe Farma Tbk PT 0.9 1.0 1.0 1.1
Puyer No 16 Bintang Toedjoe PT 1.3 1.2 1.1 1.1
Nutrilite Amindoway Jaya PT 1.2 1.2 1.1 1.1
Vicks PGT Healthcare - 1.1 1.0 1.0
Diapet Soho Industri Pharmasi PT 1.0 1.0 1.0 1.0
Holisticare Indocare Citrapasific PT 0.9 0.9 0.9 1.0
Stimuno Dexa Medica PT 0.8 0.8 0.9 0.9
Biolysin Bernofarm PT 0.9 0.9 0.9 0.9
Betadine Mahakam Beta Farma PT 1.0 1.0 0.9 0.9
Daktarin Johnson & Johnson 1.0 0.9 0.8 0.8
Indonesia PT
Counterpain Taisho Pharmaceutical 0.7 0.7 0.7 0.7
Indonesia Tbk PT
Neo Entrostop Kalbe Farma Tbk PT 0.7 0.7 0.7 0.7
Vicks Darya-Varia Laboratoria 1.1 - - -
Tbk PT
Others 56.6 55.5 54.5 53.7
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

Table 7 Distribution of Consumer Health by Format: % Value 2009-2014

% retail value rsp


2009 2010 2011 2012 2013 2014

Store-Based Retailing 85.3 85.0 84.5 83.7 82.8 82.0


- Grocery Retailers 33.9 34.1 34.5 34.8 34.6 34.7
-- Modern Grocery 14.9 15.7 16.5 17.0 17.4 17.8
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 6.7 7.1 7.5 8.0 8.4 8.8
--- Supermarkets 8.2 8.6 9.0 9.0 9.0 9.0
-- Traditional Grocery 19.0 18.4 17.9 17.8 17.2 16.9
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
--- Independent Small 15.5 15.1 14.9 14.9 14.6 14.5
Grocers
--- Other Grocery 3.5 3.3 3.0 2.8 2.6 2.4
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0
---- Other Other 3.5 3.3 3.0 2.8 2.6 2.4
Grocery Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0

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-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0


-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Retailers 51.4 51.0 50.0 48.9 48.2 47.4
-- Health and Beauty 50.9 50.4 49.4 48.3 47.6 46.8
Specialist Retailers
--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
--- Chemists/Pharmacies 24.9 25.6 26.3 26.6 27.4 27.6
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Parapharmacies/ 25.5 24.3 22.6 21.2 19.6 18.5
Drugstores
--- Other Healthcare 0.4 0.5 0.6 0.6 0.6 0.7
Specialist Retailers
-- Other Consumer 0.6 0.6 0.6 0.6 0.6 0.5
Health Non-Grocery
Retailers
Non-Store Retailing 14.7 15.0 15.5 16.3 17.2 18.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0
- Direct Selling 14.7 15.0 15.5 16.3 17.2 18.0
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

Table 8 Distribution of Consumer Health by Format and Category: % Value 2014

% retail value rsp


OTC SN VDS WM HTP AC

Store-Based Retailing 100.0 100.0 70.5 49.0 83.9 100.0


- Grocery Retailers 42.1 19.4 32.5 12.2 36.6 39.6
-- Modern Grocery 15.1 16.0 22.5 9.2 18.8 14.1
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 6.7 7.5 11.5 6.2 9.2 6.5
--- Supermarkets 8.4 8.5 11.0 3.0 9.6 7.6
-- Traditional Grocery 26.9 3.4 10.0 3.0 17.8 25.5
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
--- Independent Small 21.7 3.4 10.0 3.0 16.1 22.3
Grocers
--- Other Grocery 5.3 0.0 0.0 0.0 1.7 3.2
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0
---- Other Other 5.3 0.0 0.0 0.0 1.7 3.2
Grocery Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Retailers 57.9 80.6 38.0 36.8 47.3 60.4
-- Health and Beauty 57.9 33.1 38.0 36.8 47.3 60.4
Specialist Retailers
--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.0

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Retailers
--- Chemists/Pharmacies 32.8 21.5 24.0 21.0 28.2 35.0
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Parapharmacies/ 25.1 0.0 12.8 15.8 18.5 25.4
Drugstores
--- Other Healthcare 0.0 11.6 1.2 0.0 0.7 0.0
Specialist Retailers
-- Other Consumer 0.0 47.5 0.0 0.0 0.0 0.0
Health Non-Grocery
Retailers
Non-Store Retailing 0.0 0.0 29.5 51.0 16.1 0.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0
- Direct Selling 0.0 0.0 29.5 51.0 16.1 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0

POTC

Store-Based Retailing 81.8


- Grocery Retailers 35.9
-- Modern Grocery 19.4
Retailers
--- Convenience Stores 0.0
--- Discounters 0.0
--- Forecourt Retailers 0.0
--- Hypermarkets 9.6
--- Supermarkets 9.8
-- Traditional Grocery 16.6
Retailers
--- Food/drink/tobacco 0.0
specialists
--- Independent Small 14.8
Grocers
--- Other Grocery 1.8
Retailers
---- Healthfood shops 0.0
---- Other Other 1.8
Grocery Retailers
- Mixed Retailers 0.0
-- Department Stores 0.0
-- Mass Merchandisers 0.0
-- Variety Stores 0.0
-- Warehouse Clubs 0.0
- Non-Grocery Retailers 45.8
-- Health and Beauty 45.8
Specialist Retailers
--- Beauty Specialist 0.0
Retailers
--- Chemists/Pharmacies 27.8
--- Optical Goods Stores 0.0
--- Parapharmacies/ 17.3
Drugstores
--- Other Healthcare 0.7
Specialist Retailers
-- Other Consumer 0.0
Health Non-Grocery
Retailers
Non-Store Retailing 18.2
- Vending 0.0
- Homeshopping 0.0

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- Internet Retailing 0.0


- Direct Selling 18.2
Total 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Key: OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WM = weight
management; HTP = herbal/traditional products; AC = Allergy Care; POTC = paediatric OTC healthcare

Table 9 Forecast Sales of Consumer Health by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

OTC 16,567.2 17,507.2 18,465.5 19,434.0 20,405.0 21,368.6


Sports Nutrition 425.5 463.6 502.7 542.7 583.3 624.1
Vitamins and Dietary 16,209.8 17,668.3 19,273.6 21,040.4 22,988.7 25,142.4
Supplements
Weight Management 3,607.5 4,186.8 4,810.1 5,436.5 6,082.4 6,686.6
Herbal/Traditional 7,890.3 8,578.4 9,382.9 10,334.8 11,445.7 12,758.6
Products
Allergy Care 4.5 4.1 3.9 3.7 3.6 3.4
Paediatric OTC Healthcare 3,696.7 4,071.8 4,466.1 4,877.6 5,303.9 5,741.9
Consumer Health 36,810.0 39,825.9 43,051.9 46,453.6 50,059.4 53,821.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note 1: Consumer Health total is the sum of OTC, Sports Nutrition, Vitamins and Dietary Supplements, Weight
Management, and the subcategories of Herbal Medicinal Teas and Herbal Smoking Cessation Aids.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric OTC healthcare 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,
except herbal/traditional medicinal teas and herbal/traditional smoking cessation aids.
Note 3: 2014 data is provisional and based on part-year estimates.

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

OTC 4.7 5.2 29.0


Sports Nutrition 7.0 8.0 46.7
Vitamins and Dietary Supplements 9.4 9.2 55.1
Weight Management 9.9 13.1 85.4
Herbal/Traditional Products 11.5 10.1 61.7
Allergy Care -3.0 -5.0 -22.7
Paediatric OTC Healthcare 8.3 9.2 55.3
Consumer Health 7.5 7.9 46.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note 1: Consumer Health total is the sum of OTC, Sports Nutrition, Vitamins and Dietary Supplements, Weight
Management, and the subcategories of Herbal Medicinal Teas and Herbal Smoking Cessation Aids.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric OTC healthcare 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,
except herbal/traditional medicinal teas and herbal/traditional smoking cessation aids.
Note 3: 2014 data is provisional and based on part-year estimates.

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APPENDIX

OTC Registration and Classification


The Indonesian pharmaceuticals industry adopts a 3-tier system prescription, OTC and
limited OTC healthcare products which is a legacy of the Dutch colonial era. In order to make
a clearer distinction between prescription and non-prescription medicines, the government has
further classified the drugs into:
O narcotic drugs. These are available to the public on prescription only, and the Ministry of
Health strictly supervises the products on this list.
G drugs available to the general public on prescription only. All packaging for these
products displays a red dot.
G2 drugs which form part of category G. Consumer advertising is not allowed, but these
drugs may be sold without prescription on the recommendation of a pharmacist.
W drugs available to the public only through dispensing chemists/pharmacies or licensed
parapharmacies/drugstores. These products include cautionary labelling and display a blue
dot on the packaging. They may be advertised to consumers by manufacturers.
B drugs freely available to the public. The packaging for products in this category displays a
green dot. Advertising is permitted for such drugs.
The Indonesian Ministry of Health describes an OTC healthcare product as any registered
healthcare product which can be purchased without a prescription. Based on the classification
list adopted in 1998, OTC healthcare products can fall under the G2, W and B categories. Drugs
categorised as G2 and W are also termed as limited OTC drugs, because they can be
purchased only through certain retail channels, such as licensed pharmacies/drugstores and
chemists/pharmacies.
Apart from the classification of OTC healthcare products, the registration of such products in
Indonesia is handled by the National Agency of Food and Drugs Control or Badan Pengawas
Obatdan Makanan (BPOM). BPOM handles the evaluation and registration of standard OTC
drugs, traditional medicines and food supplements in different ways, as they are required to go
through different registration procedures.
In addition to the classified standard OTC drugs, traditional remedies are subject to fewer
restrictions. Indonesias local herbal products, jamu, are unregulated, while certain herbal
Chinese medicines which contain a G active ingredient are considered illegal when sold as OTC
products. In particular, all jamu products have the word jamu circled on the packaging instead of
a dot.

De-listing or de-reimbursement
De-listing of drugs in Indonesia is carried out by BPOM, which often follows guidelines laid
down by the US FDA. There are no rules regulating the switch process in Indonesia, nor are
there official announcements from the agency to the industry or public regarding the switching of
active ingredients from Rx to OTC status. In fact, the term de-listing or switching of drugs is
not common in the country. OTC registration occurs on a case-by-case basis, which means that
a manufacturer has to request that its ethical products be listed as OTC.
Manufacturers are free to have their OTC-approved products listed as either OTC or ethical.
Switching to OTC means that the company can reach a wider consumer base, but distribution,
financial resources and competition must be considered. As a result, many OTC-approved
products are still classified as ethical products. For example, most products containing ibuprofen
are still very ethically-orientated, despite having a blue dot or a W classification (for ibuprofen

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content of 200mg or less only). However, this began to change in 2002, with Pharos Indonesias
paediatric ibuprofen product Proris gaining exposure in retail stores.
While the de-listing of drugs usually leads to de-reimbursement (a process of elimination of
reimbursement for some drugs) of non-prescription drugs in many developed countries, this is
not the case in Indonesia. Until 2004 the term de-reimbursement remained uncommon in the
country. Both ethical and non-ethical drugs can be reimbursed based on the respective
agreement, as long as they are on a doctors prescription.

Advertising
OTC drugs carrying blue and green dots, as well as traditional remedies and food
supplements, may be advertised with no limitation in terms of media type or airtime. In
Indonesia the guidelines on drug advertising were established in 1994, based on the World
Health Organisation (WHO) Ethical Criteria for Medicinal Drug Promotion, and adopted to cater
to Indonesian needs. The Ministry of Health decree number 386/MenKes/SK/IV/1994 regulates
the advertising of OTC products, including traditional remedies and food supplements.
Three basic regulations are deemed mandatory regarding the advertising of OTC products:
Advertisements need to be objective and truthful. Claims other than the medicines proven
benefits are not allowed.
Advertisements need to be complete. Benefits, possible side effects and other known
information related to the drug have to be transparently disclosed in advertisements.
Advertisements cannot be misleading. In other words, advertising needs to be responsible
and not cause harm to consumers. For example, advertisements are not allowed to mislead
consumers into taking a higher than required dosage for the medicine to be effective.
The Indonesian Ministry of Health appointed BPOM to supervise and control drug promotions.
OTC drug advertisements are required to go through a preview conducted by an advertising
evaluation panel, which is subject to the supervision of BPOM, before they are approved for
public broadcast. However, there are still many OTC companies (mainly traditional remedy
companies) which breach the law by not undergoing the preview stage. In 2012 around 40% of
traditional remedy advertisements by local companies observed by BPOM did not fulfil the
criteria laid out for OTC drugs advertising. Due to their huge number and small size, traditional
remedy companies are harder to track than manufacturers of standard OTC products.

Packaging and labelling


Similar to the registration process, the packaging and labelling of OTC healthcare products in
Indonesia is controlled and supervised by BPOM. Standard OTC drugs have to display the
appropriate dot on the packaging. Specifically, all ethical drugs are indicated with a red dot on
the packaging, whereas OTC drugs display a blue dot for those with limited distribution or a
green dot for those with unrestricted distribution. Meanwhile, traditional medicines categorised
as jamu must show the encircled word jamu as an indication of the category, while a label for a
food supplement should indicate that the product is a food supplement.
In addition, all legal OTC healthcare products need to display the following information
coherently and transparently on packaging or labelling:
The product registration number issued by the Indonesian Ministry of Health;
The name of the products generic name alone, or with brand name;
The name of the manufacturer or importer;
Drug composition by listing the active ingredients;
Directions for use, along with dosage form;
Contraindications as well as precautions and warnings;
Date of manufacture and expiration;

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Storage conditions.

Distribution
Prior to 1980, drugs manufacturers and distribution companies in Indonesia were considered
as one entity, as manufacturers were allowed to directly distribute their products to retail outlets.
In 1980 DITJEN POM (known as BPOM after structural changes in 2001) issued a regulation to
separate manufacturing companies from distribution companies. Major Pharmaceutical Supplier
was formed to supervise the distribution process of drugs in the country.
Consequently, most manufacturers now outsource their distribution function to an
independent distributor. There are over 100 distributors throughout Indonesia, and depending
on their size, nationwide coverage is possible. Distribution costs in Indonesia are high due to the
geography of the country, and thus only a few distributors in pharmaceutical products are
outstanding. Indonesias two most prominent distributors in pharmaceutical products include
Enseval Putera Megatrading, more popularly known as Enseval, and Anugerah Pharmindo
Lestari - both independent nationwide distributors.
Distributors are usually affiliated with the manufacturing companies, and enjoy discounts due
to this relationship. For example, one of Indonesias largest pharmaceutical companies, Kalbe
Farma, gives its distributor Enseval a 15-17% discount on pharmaceutical products due to
Ensevals affiliation with the company. Enseval then gives further discounts of 5-10% to its
retailers. As a result, prices from these distributors to retailers are much cheaper than the
manufacturers direct prices to retailers.
Meanwhile, there are also several pharmaceutical manufacturing companies which have their
own distributors. One such example is Kimia Farma (Persero), which manufactures and
distributes its own products, and Soho Industri Pharmasi, which has its own distribution
company, Parit Padang. By using their own distributors, manufacturers reduce costs, thus
boosting profits, and can enjoy a more focused distribution process instead of competing with
other products under the same independent distributors.
In Indonesia, wholesalers are also an important part of distribution, accounting for over 80%
of the products sold by manufacturers, while the rest goes directly to key accounts such as large
retailers or institutions. There are over 1,600 wholesalers in Indonesia dealing with
pharmaceutical products, and they usually have strong control over prices and payment terms.
Wholesalers distribute their inventory to dealers in different places, which then pass the
products on to retailers. It is very common to find that if a manufacturer decides to distribute
directly to retailers, then the price to retailers will be higher than if the retailers obtained the
products from wholesalers due to the various discounts the wholesalers receive from the
manufacturers. To reduce the risk of price-fixing by wholesalers, some manufacturers distribute
their products to different wholesalers.

Vitamins and Dietary Supplements Registration and Classification


BPOM classifies vitamins and dietary supplements as food supplements or suplemen
makanan in local terms. Given the low education levels of many Indonesians and lack of
awareness regarding vitamins and dietary supplements, the Indonesian Government recognised
the need to register such products in order to protect consumers from unsafe food supplements.
Compared with OTC healthcare products, food supplements are subject to less strict control
than standard OTC drugs.
In 1996, the DITJEN POM known as BPOM after structural changes in 2001 issued
regulation number HK.00.063.02360 on food supplements. As the regulation was still not closely
followed by several food supplement manufacturers, BPOM issued the latest regulation on the
basic principles of food supplements supervision.

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Released in August 2004, regulation number HK.00.05.23.3644 controls the criteria of food
supplements that are allowed to be produced and distributed in Indonesia, including the
approved ingredients and the condition of packaging and labelling as well as the advertising of
food supplements. As such, food supplements produced, imported and distributed in Indonesia
must conform to the requirements stated in the regulation. The registration process of food
supplements is further legalised by BPOMs regulation number HK.00.05.41.1381, which was
released in March 2005.

Advertising
Similar to OTC drugs carrying blue and green dots, vitamins and dietary supplements are
allowed to be advertised with no limitation in terms of media type or airtime. In Indonesia, the
guideline on drug advertising was established in 1994, based on the World Health Organisation
(WHO) Ethical Criteria for Medicinal Drug Promotion, and adopted to cater to Indonesian needs.
The Ministry of Health decree number 386/MenKes/SK/IV/1994 regulates the advertising of
OTC products as well as vitamins and dietary supplements.

Packaging and labelling


The packaging and labelling of vitamins and dietary supplements in Indonesia is also
controlled and supervised by BPOM. Regulation number HK.00.05.23.3644 issued in August
2004 regulates the packaging and labelling of food supplements in Indonesia.
Regarding the packaging and labelling, chapter VI of the regulation states that food
supplements need to display the following information coherently and transparently on their
packaging or labelling:
The words Suplemen Makanan;
The name of the products generic name alone, or with the brand name;
The name and address of the manufacturer or importer;
The pack size, content and net weight;
The product composition by listing the active ingredients;
The alcohol content, if any;
Directions for use, along with dosage form;
Contraindications as well as precautions and warnings;
The product registration number issued by the Indonesian Ministry of Health;
Date of manufacture and expiration.

Distribution
Over the review period direct selling was an important distribution channel for vitamins and
dietary supplements in Indonesia. Direct selling is important with regard to vitamins and dietary
supplements sales because consumers become interested or more convinced to buy such
products once they hear testimonies and recommendations regarding the efficacy of products
from friends or relatives, rather than depending solely on claims made by manufacturers. Direct
selling is therefore considered effective, especially for dietary supplements that companies want
to introduce to Indonesian consumers. The cost of promoting these smaller brands through
advertising is usually considered too high, and thus producers of dietary supplements rely on
their members to spread the word regarding the efficacy of those products, and only expose the
products more publicly once sales have reached a relatively high level.

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Self-medication/self-care and Preventive Medicine


Most Indonesian people are familiar with the concept of self-medication due to the high cost of
going to the doctor and the high price of prescription drugs, which became a major burden for
low-income consumers. Meanwhile, for high-income consumers the treatment itself is only for
the treatment of minor ailments, such as headache and influenza. For major illnesses or
conditions they will go to a doctor.
Many Indonesian people adopt the idea that prevention is better than cure. Therefore, this
benefits vitamins and dietary supplements, which serve as a preventive measure regarding
diseases. Although the trend of consumption of vitamins and dietary supplements started with
consumers from the upper and middle classes, lower income consumers are also taking
herbal/traditional products to maintain their health. Thus, the concept of preventing disease
rather than treating was increasingly well received over the review period.

Switches
The term switching or de-listing is not common in Indonesia, where there is no official
government policy regarding switching active ingredients to OTC status. OTC registration and
switching in Indonesia are carried out on a case-by-case basis, which requires a manufacturer
to request that its ethical product be listed as OTC. Rx-to-OTC switching in the country is carried
out by 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.

DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
DEPKES: stands for Departemen Kesehatan Republik Indonesia Indonesian Ministry of
Health.
Gabungan Perusahaan Farmasi Indonesia: The Indonesian Pharmaceutical Association, also
known as GP Farmasi.
Gabungan Perusahaan Jamu dan Obat Traditional Indonesia: The Indonesian Jamu and
Traditional Medicine Association, also known as GP Jamu.
Jamu: Indonesian herbal medicine made from natural ingredients which can function as a
health and beauty product. What makes jamu unique among other types of OTC herbal
products is its combination of multiple natural ingredients locally formulated for either treating
sickness or as health supplements. Jamus 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 the difficulties in clinical testing of the multiple active ingredients present in
jamu, it is still not recognised in the standard field of Western OTC products in Indonesia.
Masuk angin: literally translates as bad wind entering the body. This phrase encompasses a
variety of meanings, from feeling unwell, tired, weak or stiff, body ache or the common cold. It
is usual practice in Indonesia to describe a person as having masuk angin when coming down
with a cold, or experiencing discomfort due to bad wind entering the body.
Mini-mart: introduced in 1998, mini-marts are the modern concept of traditional provision
shops. Air conditioned and with a standard shop size of a minimum of 60 square meters, mini-
marts such as Indomaret provide 2,000 to 3,500 basic daily products, and usually have
extended opening hours. Mini-marts are included in the distribution figures for grocery
retailers.

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PERDA: short for Peraturan Daerah, or local autonomy laws specific to a certain district in
Indonesia.
SJSN: an acronym for Sistem Jaminan Sosial Nasional (National Social Security System), a
new social security system implemented in 2014, which guarantees full health protection.
Warung: an owner-operated small neighbourhood retail outlet with a floor area of less than 10
square meters. These outlets carry a limited range of products, usually toiletries, food and
drinks. They are classified under other grocery retailers in terms of distribution channel.

SOURCES
Sources used during research include the following:

Summary 1 Research Sources


Official Sources BPOM
Depkes
Trade Associations Association of the European Self-Medication
Industry (AESGP)
Indonesian Pharmaceutical Industry
Association
Trade Press Bisnis Indonesia
Health Today Indonesia
Indo Finanz
Informasi Spesialite Obat (ISO)
Investor Indonesia Magazine
Klinik Pria
Kompas Newspaper
Main Saham
MIMS
MIX Magazine
Satu Lelaki
Sinar Harapan
Suara Merdeka
SWA Magazine
Source: Euromonitor International

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CONSUMER HEALTH IN INDONESIA -


COMPANY PROFILES
CITRA NUSA INSAN CEMERLANG PT IN CONSUMER HEALTH
(INDONESIA)

Strategic Direction

Citra Nusa Insan Cemerlang PT (CNI) is set to maintain its leading position in the arena of
direct sales over the forecast period. In the domestic market of consumer health, CNI is
expected to continue to launch new products, especially vitamins and dietary supplements.
The company will continue to recruit more members to expand its number of distributors. It
began to focus on middle- to upper-income consumers from the middle of the review period,
and is likely to continue to hold a variety of events such as beauty and health seminars
targeting this consumer group over the forecast period. In addition to developing the local
market, CNI will also continue to focus on exporting its products to various neighbouring
countries, especially Malaysia, Singapore, Hong Kong and India. In the short term the
company will also enter China and the Philippines.

Key Facts

Summary 2 Citra Nusa Insan Cemerlang PT: Key Facts


Full name of company: Citra Nusa Insan Cemerlang PT
Address: Graha CNI, Kompleks Green Garden Blok A-8
No. 1, Jalan Arteri Kedoya, Jakarta, Indonesia,
11520
Tel: +62 21 580 7575
Fax: +62 21 580 6565
www: http://www.cni.co.id
Activities: Vitamins and dietary supplements such as
multivitamins, royal jelly, glucosamine, fish
oils, among others
Source: Euromonitor International from company reports, company research, trade press, trade sources

Summary 3 Citra Nusa Insan Cemerlang PT: Operational Indicators


2012 2013
Net sales (Rp billion) 1,358 1,410
Source: Euromonitor International from company reports, company research, trade press, trade sources

Company Background

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CNI was formed in Bandung on 1 October 1986 with its first Sun Chlorella a product of Japan.
In collaboration with Sukses Abadi Farmindo PT located in Tangerang with an area of 12,600
square meters and Hazard Analysis Critical Control Point (HACCP) and How Good
Manufacturing (P013), more than 80% of CNIs products are manufactured domestically.
Some products are even exported.
In 2011 Citra Nusa Insan Cemerlang boasted 280 brands from its five main product areas,
namely healthfood, food and beverages, personal care and home care, among others. The
majority of the companys sales, however, are still attributable to its healthfood products,
which Euromonitor International classifies under vitamins and dietary supplements.
In 2011 Citra Nusa Insan Cemerlang had 300,000 active members of 1.3 million distributors.
To help distributors market all of its products the company has 11 branches in major cities in
Indonesia, 40 branch offices and 208 distribution centres across the country.
Unlike other leading brands of vitamins and dietary supplements, in terms of promotional
campaigns Citra Nusa Insan Cemerlangs products are not supported by television
advertising. They are instead advertised via printed media such as newspapers, tabloids and
magazines. Moreover, Citra Nusa Insan Cemerlang also frequently undertakes below-the-line
promotions by hosting health seminars and talk shows, thus indirectly promoting its vitamins
and dietary supplements.
In 2012 CNI focused on spending more capital expenditure for expanding its distribution. In
2012 the company established 14 new distribution centres in the main cities in Indonesia. CNI
also attempted to rejuvenate some of its existing products, including Nutrimoist, by re-
launching them.
In early 2014 Citra Nusa Insan Cemerlang (CNI) launched Well3 ROYALZIM. The Well3
ROYALZIM launch event was held simultaneously in three major cities, Surabaya, Jakarta,
and Medan. These activities included a health seminar with the theme Food for Better Life
with the speaker being Professor Chau Chi Fai, a health expert from Taiwan, a professor of
food and biology from the Chinese University of Hong Kong. This event was held in order to
promote the benefits of enzymes contained in Well3 ROYALZIM to the public.

Production

Before the Asian economic crisis in 1998 60% of Citra Nusa Insan Cemerlang products were
imported from countries such as Japan, China and the US. However, in 2012 the company
focused on selling local products, which contributed 85% of the value of the companys sales.
These products are manufactured at four plants owned by Citra Nusa Insan Cemerlang, local
subsidiaries, each focusing on a different product.
Towards the end of the review period Citra Nusa Insan Cemerlang also focused on exporting
its products to various neighbouring countries, especially Malaysia, Singapore, Hong Kong
and India. In these countries Citra Nusa Insan Cemerlang markets 280 product types, ranging
from healthfood, food and beverages, personal care and home care products.

Competitive Positioning

Within consumer health, Citra Nusa Insan Cemerlang posted a value share of 2% in 2014,
ranking ninth. Meanwhile, the company managed to retain its third leading position in vitamins
and dietary supplements, holding a 5% value share in 2014.
The companys value share in vitamins and dietary supplements marginally declined in 2014
as it faced the challenge of more aggressive efforts from emerging brands, such as Tahitian

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Noni and K-Link, as well as more established players such as Amway and Tianshi, both in
terms of promotions and new product launches.
Citra Nusa Insan Cemerlangs performance in consumer health in 2014 was still considered
good because it managed to increase sales. This was thanks to active marketing efforts,
especially in terms of promotion, such as vitamins and dietary supplements advertising in
print media, as well as expanding new distribution centres in major cities in Indonesia. The
company also seeks to increase sales through the rejuvenation of some of its products,
namely Nutrimoist.
One of the companys strategies to maintain its leadership in the highly competitive vitamins
and dietary supplements environment in Indonesia in 2014 was to target middle- to upper-
income consumers. The company therefore started to hold many events, such as health
seminars targeting these consumer groups.
Within consumer health, the company is present only in vitamins and dietary supplements,
with a number of brands, including multivitamins and dietary supplements, such as calcium
supplements, ginseng, probiotic supplements, royal jelly and microalgae. All of its healthfood
brands are marketed under the umbrella brand name, CNI. Among these products, CNI Ester-
C Plus (multivitamin) was the companys largest value sales contributor throughout the review
period, and many Indonesian consumers indeed associate Ester-C in general with CNI Ester-
C Plus.
Citra Nusa Insan Cemerlang is considered responsible for innovation through launching
products with value-added benefits to differentiate them from other products. In 2005 the
company launched a calcium supplements brand, CNI Marine Organic Calcium (MOC). This
novel product is claimed to have value-added benefits compared with other existing calcium
supplements, as MOC contains the raw material from marine coral in Okinawa, Japan, which
is rich in calcium, magnesium, vitamin D and other minerals.

Summary 4 Citra Nusa Insan Cemerlang PT: Competitive Position 2014


Product type Value share (%) Rank
Vitamins and dietary 4.9 4
supplements
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

KALBE FARMA TBK PT IN CONSUMER HEALTH (INDONESIA)

Strategic Direction

Kalbe Farma Tbk PT aims to become the largest manufacturer of pharmaceutical and health
products not only in Indonesia, but in the South-east Asia region. The companys strategic
planning in the short-term will include reviving the energy drinks business, launching more
new products, expanding business regionally and internationally, collaborating with global
strategic players, and expanding distribution coverage especially in the countrys remote
areas. Given the companys wide product portfolio as well as its heavy investments in new
product launches and promotional efforts, Kalbe Farma is expected to maintain its leadership
in consumer health throughout the forecast period.

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Key Facts

Summary 5 Kalbe Farma Tbk PT: Key Facts


Full name of company: Kalbe Farma Tbk PT
Address: Kawasan Industri Delta Silikon, Jalan M.H.
Thamrin Blok A3-1, Lippo Cikarang, Bekasi
17550, Indonesia
Tel: +62 21 8990 7333
Fax: +62 21 8970 2874
www: www.kalbefarma.com
Activities: Analgesics, cough, cold and allergy (hay
fever) remedies, digestive remedies,
medicated skin care, vitamins and dietary
supplements, soft drinks, meal replacement
products, baby food, ethical products
Source: Euromonitor International from company reports, company research, trade press, trade sources

Company Background

Established in September 1966 Kalbe Farma Tbk, commonly known as Kalbe Farma, was a
small local pharmaceutical company manufacturing Bioplacenton, a skin treatment product.
The company grew considerably from the 1980s through a series of mergers and acquisitions.
Reflected by its motto, The scientific pursuit of health for a better life, Kalbe Farma
diversified into pharmaceutical and healthfood products, which accounted for 95% of Kalbe
Farmas total value sales in 2006. The company was floated on the Jakarta and Surabaya
Stock Exchange in July 1991, with Enseval being the majority shareholder up to 2005.
In 1980 Kalbe Farma separated its manufacturing and distribution into single entities, in
accordance with the regulations issued by the Indonesian Ministry of Health, and Enseval
took over as Kalbe Farmas main distributor. Kalbe Farma has an extensive distribution
network, covering all retail outlets across the archipelago, with 2,000 distributors.
As part of Kalbe Farmas attempts to improve its operational efficiency, the company merged
with its subsidiary, Dankos Laboratories and its holding company, Enseval in late 2005. This
merger was considered part of the companys strategic step towards enhancing
competitiveness in both domestic and international pharmaceutical markets. Nevertheless,
the distribution arm, Enseval Putera Megatrading, is still a separate entity as part of the
government regulation.
In April 2007 Kalbe Farma also opened a manufacturing plant producing milk formula under
its subsidiary name Kalbe Morinaga Indonesia. This is a joint venture with Morinaga Milk
Industry to manufacture Morinaga brands such as Morinaga BMT, Chil Mil, Chil Kid and Chil
School.
In 2008 Kalbe Farma continued to introduce new products in consumer health to widen its
presence in various product categories. In late 2007 the company ventured into weight
management by introducing Entrasol Diet meal replacement slimming products. The company
also launched Remufit herbal dietary supplement in the same time frame.
Kalbe Farma opened its factory in Nigeria in May 2009 under the name Orange Kalbe Limited
in order to support its international business in Africa a development that strengthened the
companys position within the international healthcare landscape.

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In 2011 Kalbe Farma focused on developing new herbal and traditional consumer health
products. The companys new products in 2010 included Procold Promuno, Neo Entrostop
Herbal Anak, Mextril BDF and Mixagrip Pegal Linu.
In 2013 the company started to expand its export penetration by establishing business in the
Asia region, particularly Vietnam, Korea and Myanmar. Through this new business expansion
the company aims to increase its export contribution from its current 4%.
In 2014 Kalbe Farma will produce cancer drugs from the new oncology plant in the region in
Pulogadung, Jakarta. The operation of this plant will reduce Indonesia's dependence on
imported drugs for severe diseases such as cancer.

Production

Starting its operations in a modest garage in North Jakarta in 1966, Kalbe Farma moved its
factory to Cikarang, West Java province in 1997. In this 100,000-square meter factory the
company produces all of its pharmaceutical and healthfood products. The company plans to
expand its factory in Cikarang in order to increase production capacity.
Besides supplying the local market the publicly-listed company also penetrated the
international market, with eight marketing representative offices in Sri Lanka, Malaysia,
Myanmar, South Africa, Vietnam, Cambodia, the Philippines and Thailand. Total exports to
these countries generated approximately 7% of the consolidated annual value sales of Kalbe
Farma by the end of the review period.

Competitive Positioning

Kalbe Farma Tbk maintained its leading position in consumer health in Indonesia, with a value
share of 9% at national brand owner (NBO) level in 2014. It derives its strong position
especially from cough, cold and allergy (hay fever) remedies, digestive remedies and vitamins
and dietary supplements, where the company managed to hold significant positions up to
2014.
At global brand owner (GBO) level, Kalbe Farmas value share of consumer health was even
higher at 11% in 2014, due to the respectable contribution from its subsidiaries, especially
Bintang Toedjoe and Saka Farma, which boast wide product portfolios. Bintang Toedjoes
Puyer No 16, Komix and IREX are among the leading brands in combination analgesics,
cough remedies and combination formula dietary supplements respectively. Meanwhile, Saka
Farma owns notable brands including Mextril, Sakatonik ABC, Sakatonik Liver and VCO
Wonder.
At NBO level Kalbe Farma managed to marginally increase its value share in consumer
health in 2014. Indonesian consumers in general are already familiar with the majority of the
companys brands, which are highly regarded. The products are also considered affordable
for many Indonesians as they are priced relatively lower than typical global brands.
Kalbe Farma derives its share from a wide number of consumer health products. Besides
manufacturing pharmaceutical products, both ethical and consumer health, the company is
also present in packaged food, with brands such as Prenagen, Milna, Morinaga, Entrasol
Gold and Diabetasol. These products are marketed under the companys nutritionals division,
upon which it focused in 2014. In addition, the company also has subsidiaries involved in the
packaging and distribution of the companys pharmaceutical products.

Summary 6 Kalbe Farma Tbk PT: Competitive Position 2014

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Product type Value share (%) Rank


Analgesics 1.6 10
Cough, cold and allergy 13.1 3
(hay fever) remedies
Digestive remedies 43.0 1
Dermatologicals 2.1 9
Vitamins and dietary 8.1 1
supplements
Weight management 0.6 13
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

KIMIA FARMA (PERSERO) TBK PT IN CONSUMER HEALTH


(INDONESIA)

Strategic Direction

Kimia Farma Apotek is expected to continue to offer the franchise agreement for Kimia Farma
chemists/pharmacies, to encourage store growth and revenue growth over the forecast
period. The company will increase information technology and work together with other
parties, including the offering of integrated health services, such as clinics and laboratory
facilities. At the end of 2013 Kimia Farma services were supported by 512 pharmacies, 200
clinics, 35 clinical and 11 optical laboratories throughout Indonesia. By 2017 Kimia Farma will
have 1,000 new pharmacies and clinics.

Key Facts

Summary 7 Kimia Farma Apotek PT: Key Facts


Full name of company: Kimia Farma Apotek PT
Address: Jalan Veteran Nomor 9, Jakarta, 10110,
Indonesia
Tel: +62 (21) 384 7709
Fax: +62 (21) 381 4441
www: kimiafarmaapotek.com
Channels of operation: Chemists/pharmacies
Source: Euromonitor International from company reports, company research, trade press, trade sources

Summary 8 Kimia Farma Apotek PT: Operational Indicators


2012 2013
Net sales (Rp billion) 1,888.7 2,342.0
Outlets 412 452

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Sales area (sq m) 48,370 53,620


Source: Euromonitor International from company reports, company research, trade press, trade sources

Company Background

Kimia Farma Apotek is a wholly-owned subsidiary of government-owned pharmaceutical


company Kimia Farma (Persero) Tbk PT. Kimia Farma Apotek was founded in response to
the companys holding corporations growing pharmacy business in the country. When Kimia
Farma Apotek was first opened as an independent strategic business unit in 2003, the
company immediately managed more than 300 chemists/pharmacies across Indonesia,
inherited from its parent company. By the end of 2004 part of Kimia Farma Apoteks network
was wholly owned by the company, while other outlets operated in rented properties, or on
the basis of an operational agreement, or Kerja Sama Operational (KSO), introduced by Kimia
Farma (Persero) Tbk PT, with existing independent pharmacy owners, similar to a franchising
arrangement.
Kimia Farma Apotek focuses on providing prescribed medicines and other services, including
self-service counters, medical practices, optical and clinical laboratory services, and also
medicine information centres and public healthcare centres. In 2010 Kimia Farma Apotek
contributed the second-highest share of value sales to Kimia Farma (Persero)s overall sales,
with a share of 35%, behind another subsidiary dealing with trading and distribution.
The company has national outlet coverage, and Kimia Farma outlets are located not only in
major cities in Indonesia, but also in smaller cities and areas outside the island of Java.
Since 2013 the company has planned to venture into healthcare by providing One Stop
Health Care Services (OSHCS) and additional services to its existing and new outlets. Kimia
Farma Apotek is expected to have a 24-hour doctors practice and clinical laboratory. Kimia
Farma Apotek enlarged the portion of revenue in the retail field through the addition of 100
new pharmacies in 2014.

Competitive Positioning

Kimia Farma was the leading company in chemists/pharmacies in 2014, as well as among
overall health and beauty specialist retailers in the country. However in overall retailing the
companys value share was still eclipsed by other retailers operating in different channels.
Kimia Farma Apotek shares in retail value in Indonesia increased gradually towards 2014,
due largely to rapid expansion of outlets, not only including large cities, but also small towns.
Kimia Farma, which includes one of the state-owned pharmaceutical companies, was
considered the largest chained chemist/pharmacy in Indonesia over the review period. Almost
all Kimia Farma outlets are independent, and open on a 24-hour basis, and compete with K-
24. It also helps that the Kimia Farma drugs brand has a long presence, with most generic
drugs accessible to all income segments.
Kimia Farma Apotek is positioned in the dynamic chained modern chemists/pharmacies
channel in Indonesia, which grew rapidly over the review period, especially given that
chemists/pharmacies are very profitable businesses in the country due to growing health
awareness among Indonesian consumers.

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SIDO MUNCUL PT IN CONSUMER HEALTH (INDONESIA)

Strategic Direction

Sido Muncul PTs strategic direction includes the development of research related to drug
development using natural materials, increased public awareness of the importance of leading
a healthy lifestyle, and traditional cures. The company has the potential to maintain a strong
position in the consumer health over the forecast period, thanks to the growing preference for
herbal/traditional products among consumers. In addition, the company will also continue to
invest heavily in the launch of new products and promotions throughout the forecast period.

Key Facts

Summary 9 SIDO MUNCUL PT: Key Facts


Full name of company: Sido Muncul PT
Address: Jalan Cipete Raya No. 81 Jakarta 12410,
Indonesia
Tel: +62 21 765 3535
Fax: +62 21 765 6522
www: www.sidomuncul.com
Activities: Cough, cold and allergy (hay fever) remedies,
vitamins and dietary supplements, calming
and sleeping products, soft drinks
Source: Euromonitor International from company reports, company research, trade press, trade sources

Company Background

In 1940 Sido Muncul started as a home industry manufacturing herbs in powder format in
Yogyakarta. As a company established since 1951, Sido Muncul, which is now the modern
standard herbal company, strives to provide products that are good and healthy for all
customers. Over time Sido Muncul began to develop a business which was originally
concentrated only in the field of herbal medicine (jamu). In 2004 Sido Muncul created a new
division called Division of Food. The first product is an energy drink Kuku Bima Energy
with an original flavour. There are now more than 250 kinds of products manufactured by Sido
Muncul, including high-profile products like Tolak Angin, Kuku Bima Energy.
Now, Sido Muncul products have been successfully exported to South-east Asian countries,
such as Malaysia, Singapore, Brunei, Australia, Korea, Nigeria, Algeria, Hong Kong, the US,
Saudi Arabia, Mongolia and Russia. Currently the company is also conducting assessments
with distributors and companies from Thailand, Vietnam and Japan.
In 2014 Sido Muncul acquired two herbal remedy companies: Berlico Mulia Farma PT and a
pharmaceutical company around Java. Sido Muncul did not stop strengthening its
fundamentals. The company also recently acquired land in West Jakarta.

Production

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The company has a factory in Semarang, Central Java, to produce all of its products. The
factory is equipped with modern facilities, including laboratories, plantations and development
of herbal medicine, an extraction centre, clear water and waste water management, as well as
libraries and an holistic clinic. In fact, the factory, which contains a plantation of raw materials
for herbal medicine, also serves as a location for agro-tourism.
Besides serving the local market, Sido Muncul also exports its products, especially jamu and
food supplements, to other countries such as Malaysia, Brunei Darussalam, Singapore,
Japan, Saudi Arabia, Kuwait and many more. The company also sees the potential of
exporting its products to other countries, such as Hong Kong, Taiwan, Vietnam, Australia and
New Zealand.

Competitive Positioning

Holding a value share of 4% in 2014, Sido Muncul ranked fourth in consumer health in
Indonesia. The company, with its flagship brand, Tolak Angin, was the leading player in
cough, cold and allergy (hay fever) remedies, the second-largest contributor to value sales of
consumer health products over the review period.
The consumer health company increased value share slightly in 2014 thanks to regular
promotional activities, especially for the brand Tolak Angin. With the popular tagline, Orang
pintar minum Tolak Angin (Smart people drink Tolak Angin), Tolak Angin is often advertised
in mass media, especially on television, with a variety of celebrity endorsers.
The company is positioned in a fast growth category, in which competition is intense,
especially in combination cough, cold and allergy (hay fever) remedies. Besides experiencing
competition from the closest competitor to Tolak Angin, namely Antangin from Deltomed
Laboratories, the brand also experienced competition from emerging brands such as
Bintangin and Basmingin. Tolak Angin still managed to maintain its leadership in combination
products, and strengthened its position in 2014.
In terms of promotional activities, Sido Muncul is considered an innovative player. In
December 2007 it launched a new theme to advertise the Tolak Angin brand. The theme
Truly Indonesia emphasises various Indonesian cultures, including traditional dance,
endorsed by Agnes Monica, a famous young Indonesian singer and actress. In 2011 and
2012 Sido Munculs brands, including Kuku Bima Ener-G, Tolak Angin and Permen Tolak
Angin, were aggressively advertised, not only on television but also by sponsoring popular
talk show Empat Mata (Four Eyes) on national television. As this talk show has very good
viewer ratings, Tolak Angin and Permen Tolak Angin benefited from this strategy. In 2014
Tolak Angin Sido Muncul targeted teenagers by using pop group JKT48 in its advertisements.

Summary 10 Sido Muncul PT: Competitive Position 2014


Product type Value share (%) Rank
Cough, cold and allergy (hay 15.5 1
fever) remedies
Vitamins and dietary 2.3 10
supplements
Calming and sleeping 8.8 3
products
Herbal/traditional products 15.2 1
Weight management 0.3 16

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Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

TEMPO SCAN PACIFIC TBK PT IN CONSUMER HEALTH


(INDONESIA)

Strategic Direction

Within consumer health, the value share of Tempo Scan Pacific, commonly referred to as
Tempo, is predicted to gradually decline over the forecast period. This is due to its already
strong presence, especially in analgesics and vitamins and dietary supplements, and
intensified competition from other companies. The company is also expected to give more
focus towards its beauty and personal care products in order to balance its portfolio, although
the pharmaceutical business consisting of consumer health and prescription products will
remain the companys backbone over the forecast period.

Key Facts

Summary 11 Tempo Scan Pacific Tbk PT: Key Facts


Full name of company: Tempo Scan Pacific Tbk PT
Address: Bina Mulia II Building, 5th Floor, Jalan HR.
Rasuna Said Kav. 11 Jakarta 12950,
Indonesia
Tel: +62 21 520 1858
Fax: +62 21 520 1857
www: www.thetempogroup.net
Activities: Analgesics, cough, cold and allergy (hay
fever) remedies, vitamins and dietary
supplements, soft drinks, beauty and personal
care, household care, prescription products
Source: Euromonitor International from company reports, company research, trade press, trade sources

Company Background

Tempo Scan Pacific Tbk PT and its subsidiaries (Tempo Scan) is part of the Tempo Group, a
group of companies which commenced its business activities through the establishment of PD
Tempo PT on 3 November 1953. Tempo Scan was formerly named Scanchemie PT and
commenced large-scale commercial production of pharmaceutical products in 1970. In time
through its subsidiary companies Tempo Scan expanded its operations to include production
of cosmetics and consumer products in 1977.
Tempo Scan always strives to manufacture products that will improve human health as a
leader in the pharmaceutical Industry Indonesia. In addition, the Consumer Products Division
manufactures and markets products such as body care products, toothpaste and
toothbrushes. Tempo Scan is also a leader in the rapidly growing domestic market for modern
cosmetic and fragrance brands.

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Building on its wide product portfolio, Tempo also focuses on the distribution of all of its
products through its distribution division, which started operations in 1953 under the name NV
Tempo Trading Company Ltd. Through its four subsidiaries in the distribution division, Tempo
has nationwide coverage, with 50 branches servicing 100,000 retail outlets.
In September 2006 Tempo signed an agreement with GABA Ltd from Switzerland to
manufacture and sell the Wybert brand of medicated confectionery both domestically as well
as in neighbouring countries, including Singapore, Malaysia and Brunei Darussalam. The
company perceived this as a good opportunity to expand in pharmaceuticals.
Tempo Scan Pacific Tbk PT, through its subsidiary Kian Mulia Manunggal PT, inaugurated its
new factory in Surabaya in June 2014. This plant will produce baby milk. This plant is
designed to produce approximately 15,000 tonnes of milk powder per year.

Production

Prior to 1997 the pharmaceutical production activities of Tempo were carried out in its 13,000-
and 88,000-square meter factories in Cawang, Jakarta and Cikarang, West Java respectively.
After the company acquired Supra Ferbindo Farma from Ometraco Group in 1997, a 30,000-
square meter factory was built next to Tempos existing factory in Cikarang, West Java, in
order to minimise expansion costs. In this factory in Cikarang, the companys products,
namely Hemaviton Energy Drinks, Hemaviton Jreng and other Hemaviton vitamin and dietary
supplements, were manufactured up to 2008.
Of Tempos 100 products distributed domestically, over 40 are exported to several
neighbouring countries. In order to strengthen its position not only in the local market, but in
foreign markets as well, Tempo established several subsidiaries overseas. These
subsidiaries, which are involved in various markets, include HVL Management in Holland,
Tempo Pacific Holding in Malaysia and Tempo Nagadi Asia in Singapore.

Competitive Positioning

In a relatively fragmented consumer health category, Tempo maintained its second leading
position, trailing Kalbe Farma in 2014. It posted a value share of 6% through its wide product
portfolio especially in analgesics and vitamins and dietary supplements.
The company experienced slight share loss in 2014, continuing the trend seen over the
review period as a whole. Given the intense competition in 2014, Tempo cannot increase its
share significantly. In vitamins competition between Hemaviton and Fatigon became more
intense at the end of the review period. Fatigon has a lower unit price than Hemaviton,
eroding the value share of the latter. This contributed to a slight loss in the companys overall
consumer health share in 2014.
Tempo has a broad product portfolio, with 100 brands in 2013. Drugs (both OTC and ethical)
form the backbone of the company. It is also recognised as an important player in soft drinks,
personal care, household care and beauty and personal care.

Summary 12 Tempo Scan Pacific Tbk PT: Competitive Position 2014


Product type Value share (%) Rank
Analgesics 21.5 1
Cough, cold and allergy(hay 3.8 8
fever) remedies

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Vitamins and dietary 6.3 2


supplements
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

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ANALGESICS IN INDONESIA -
CATEGORY ANALYSIS
HEADLINES

Value sales reach Rp4.7 trillion in 2014 with current terms growth of 12%
Leading companies attempt to increase brand awareness through CSR programmes
Paediatric ibuprofen most dynamic in 2014 with current value growth of 17%
Tempo Scan Pacific leads with 22% value share in 2014
Value sales at constant 2014 prices predicted see 5% CAGR over forecast period

TRENDS

The leading companies in analgesics are trying to increase brand awareness through
Corporate Social Responsibility (CSR) programmes. Leading companies, such as Tempo
Scan Pacific and Sterling Products, are well known for their CSR programmes to improve the
health of consumers in Indonesia. In early 2014 Tempo Scan and Yayasan Obor Berkat
Indonesia (OBI) established a health centre. This health centre provides free health checks
and medical treatment to the victims of the eruption of Mount Kelud, while one of Sterling
Products programmes is a guest house, to treat and accommodate long-term care for
children suffering from cancer.
Due to intensive marketing activities by leading companies, analgesics continued to enjoy
growth of 12% in 2014. Positive growth was driven by higher levels of stress, particularly in
urban areas. However, growth remained stable, and relatively constant over the last three
years of the review period.
Paediatric ibuprofen remained the fastest growing category in analgesics in 2014, with
impressive growth of 17% in current value terms. This was supported by the success of
marketing activities from manufacturers, such as paediatric ibuprofen being marketed more
efficiently and as having fewer side effects than paediatric aspirin and paediatric
acetaminophen.
Income levels generally determine consumer attitudes towards paediatric products. For
upscale consumers, who have a higher level of education, they are more careful in choosing
paediatric products. Among low-income consumers, herbal treatments are preferred because
they are cheaper and made from natural ingredients.
Most brands in systemic analgesics aim to treat headaches. For example, Paramex and
Bodrex are the leading brands. Some brands also offer variants with a stronger dose for more
severe headaches, such as Panadol Extra and Bodrex Extra. In addition, several other brands
are also available for menstrual pain, including Mensana by Saka Farma Laboratories.
With 17% current value terms growth in 2014, topical analgesics/anaesthetics continued to
record impressive growth over the review period. This growth was supported by increasing
demand for multipurpose products to relieve headaches, muscle aches, sprains, strains and
bruises. Format/gel cream remains the most popular as a leading brand (Counterpain and
Voltaren) that is available in this format. The patch format is also increasing in popularity as
various brands become available, including Salonpas, Hansaplast and Panadol.

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CONSUMER HEALTH IN INDONESIA Passport 29

Consumers aim to save time searching for products and making purchasing decisions.
Consumers feel that the risk associated with choosing and buying a product is reduced if the
brand in question is already familiar to them. Confidence in a brand will ultimately create
consumer loyalty. Consumers will buy analgesics as needed and due to their particular
purpose. Currently, upper-middle income consumers are more concerned with products
performance than price. Consumers will always use branded goods with proven benefits.

COMPETITIVE LANDSCAPE

Tempo Scan Pacific continued to lead analgesics at the end of the review period with a 22%
value share in 2014. The companys strong position in analgesics is primarily driven by two
flagship brands, namely Bodrex and Neo Rheumacyl. Thanks to its long-standing popularity,
Bodrex was awarded the Most Valuable Brand in Indonesia for the Headache Medicine
category at the Indonesian Best Brand Award (IBBA) in 2014. Good quality products, strong
distribution and loyal customers are the strengths of Bodrex.
The analgesics environment in Indonesia was dominated by local brands and local producers
over the review period. Three large companies in analgesics Tempo Scan Pacific, Konimex
Pharmaceutical Laboratories and Bintang Toedjoe are all local players and benefit from a
longstanding presence. In addition, they have well-established logistical and distribution
scope, with local brands always available nationwide through various retail outlets.
One launch in 2014 was Salonpas Pain Relief Patch by Hisamitsu Pharma Indonesia.
Released in June 2014, this product is more practical in use because it has three pieces of
plastic backliner, thinner and more elastic, a refreshing mint flavour, and is also skin-coloured.
It is water resistant for up to eight hours. This product is available from hypermarkets,
supermarkets, pharmacies, drugstores and convenience stores throughout Indonesia.
Companies in the analgesics environment continue to use television advertising among their
main promotional tools to compete with other companies. Advertising is generally used to
advertise new product launches, and often backed by popular celebrities. For example,
Bodrex used Titi DJ, a celebrated Indonesian singer, to support Bodrex Migra 2014.

PROSPECTS

As urbanisation continues to increase over the forecast period the trend of rising stress
among urban residents is expected to persist. Traffic jams are common in large cities, and
many hours sitting in a vehicle can cause muscular pain. A similar problem occurs for office
workers, who spend most of their time sitting. Headaches and muscular aches are becoming
increasingly common, and consequently demand for analgesics, both systemic and topical, is
expected to rise further in coming years, with a resultant constant value CAGR of 5% over the
forecast period.
The patch format is becoming more and more popular among younger consumers because it
does not smell, is practical and has a long-lasting effect.
Jamu is considered to represent a potential threat to the growth of analgesics over the
forecast period. Jamu has a particular product to cure aches and strains, namely Jamu Pegel
Linu, which are generally available in warung or other traditional retail outlets. This product is
very popular among low-income consumers and those living in rural areas. Herbal medicine
has traditionally been used for generations, and is therefore considered safer than standard
analgesic products.

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CONSUMER HEALTH IN INDONESIA Passport 30

The three major domestic manufacturers, Tempo Scan Pacific, Konimex Pharmaceutical
Laboratories and Bintang Toedjoe, are expected to see increases in value share over the
forecast period. Due to a longstanding presence and a strong foothold, these players have
widespread distribution coverage, extending into small retail outlets in rural areas. These
companies are expected to strengthen their positions through a variety of marketing activities
in coming years.

CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Systemic Analgesics 2,109.9 2,338.2 2,584.1 2,843.2 3,127.0 3,470.5


- Adult Analgesics 1,821.3 2,017.6 2,226.3 2,441.0 2,675.5 2,959.9
- Paediatric Analgesics 288.6 320.6 357.8 402.1 451.6 510.6
- Adult and Paediatric 2,109.9 2,338.2 2,584.1 2,843.2 3,127.0 3,470.5
Systemic Analgesics
Topical Analgesics/ 581.5 651.3 755.5 883.9 1,038.6 1,211.4
Anaesthetic
Analgesics 2,691.4 2,989.4 3,339.6 3,727.1 4,165.6 4,682.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 12 Sales of Analgesics by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Systemic Analgesics 11.0 10.5 64.5


- Adult Analgesics 10.6 10.2 62.5
- Paediatric Analgesics 13.1 12.1 76.9
- Adult and Paediatric Systemic 11.0 10.5 64.5
Analgesics
Topical Analgesics/Anaesthetic 16.6 15.8 108.3
Analgesics 12.4 11.7 74.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value Breakdown


2009-2014

% retail value rsp


2009 2010 2011 2012 2013 2014

Cream/Gel 35.0 35.5 36.0 36.5 37.0 37.5


Patch 9.0 9.5 10.0 10.5 11.5 12.5
Others 56.0 55.0 54.0 53.0 51.5 50.0
Total 100.0 100.0 100.0 100.0 100.0 100.0

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CONSUMER HEALTH IN INDONESIA Passport 31

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 14 NBO Company Shares of Analgesics: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Tempo Scan Pacific Tbk PT 21.8 22.0 21.9 21.8 21.5


Konimex Pharmaceutical 15.1 15.1 15.0 14.9 14.7
Laboratories PT
Eagle Indo 7.4 7.7 7.9 8.4 8.7
Pharmaceutical PT
Bintang Toedjoe PT 9.5 9.3 9.0 8.8 8.6
Sterling Products 8.2 7.7 7.7 7.7 7.6
Indonesia PT
Taisho Pharmaceutical 6.6 6.7 7.0 7.2 7.3
Indonesia Tbk PT
Pharos Indonesia PT 3.5 3.7 4.0 4.2 4.4
Hisamitsu Pharma 2.5 2.7 3.0 3.2 3.4
Indonesia PT
Novartis Indonesia PT 2.0 2.3 2.6 2.9 3.1
Artois Pharmaceutical 1.3 1.4 1.4 1.5 1.6
Ind Co Ltd PT
Kalbe Farma Tbk PT 1.2 1.4 1.5 1.5 1.6
Supra Ferbindo Farma PT 1.9 1.7 1.6 1.5 1.4
Bayer Indonesia PT 1.1 1.1 1.1 1.1 1.1
Medifarma Laboratories 1.0 0.9 0.9 0.8 0.8
Inc PT
Sinde Budi Sentosa PT 0.4 0.4 0.3 0.3 0.3
Nicholas Laboratories 0.1 0.1 0.1 0.1 0.0
Indonesia PT
Pharmac Apex PT 0.1 0.1 0.1 0.0 0.0
Bristol-Myers Squibb - - - - -
Indonesia Tbk PT
Others 16.4 15.9 14.9 14.3 13.9
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

Table 15 LBN Brand Shares of Analgesics: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Paramex Konimex Pharmaceutical 13.2 13.2 13.0 12.7


Laboratories PT
Bodrex Tempo Scan Pacific Tbk PT 12.4 12.5 12.4 12.2
Neo Rheumacyl Tempo Scan Pacific Tbk PT 9.1 9.2 9.2 9.2
Puyer No 16 Bintang Toedjoe PT 9.3 9.0 8.8 8.6
Panadol Sterling Products 7.7 7.7 7.7 7.6
Indonesia PT
Counterpain Taisho Pharmaceutical 5.0 5.3 5.5 5.5
Indonesia Tbk PT
Geliga Eagle Indo 4.1 4.3 4.6 4.9
Pharmaceutical PT
Proris Pharos Indonesia PT 3.7 4.0 4.2 4.4

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CONSUMER HEALTH IN INDONESIA Passport 32

Lang Eagle Indo 3.6 3.7 3.7 3.8


Pharmaceutical PT
Salonpas Hisamitsu Pharma 2.7 3.0 3.2 3.4
Indonesia PT
Voltaren Novartis Indonesia PT 2.3 2.6 2.9 3.1
Tempra Taisho Pharmaceutical 1.7 1.7 1.7 1.7
Indonesia Tbk PT
Migran Konimex Pharmaceutical 1.5 1.5 1.6 1.6
Laboratories PT
Balpirik Artois Pharmaceutical 1.4 1.4 1.5 1.6
Ind Co Ltd PT
Neuralgin Kalbe Farma Tbk PT 1.3 1.5 1.5 1.5
Oskadon Supra Ferbindo Farma PT 1.6 1.5 1.4 1.3
Saridon Bayer Indonesia PT 0.9 0.9 0.9 0.9
Biogesic Medifarma Laboratories 0.8 0.8 0.8 0.8
Inc PT
Kaki Tiga Sinde Budi Sentosa PT 0.4 0.3 0.3 0.3
Feminax Konimex Pharmaceutical 0.2 0.2 0.2 0.2
Laboratories PT
Bodrexin Tempo Scan Pacific Tbk PT 0.4 0.3 0.2 0.2
Aspirin Bayer Indonesia PT 0.2 0.2 0.1 0.1
Aspilets Medifarma Laboratories 0.1 0.1 0.1 0.1
Inc PT
Inzana Konimex Pharmaceutical 0.1 0.1 0.1 0.0
Laboratories PT
Contrexyn Supra Ferbindo Farma PT 0.1 0.1 0.1 0.0
Stop-X Pharmac Apex PT 0.1 0.1 0.0 0.0
Zeropain Konimex Pharmaceutical 0.0 0.0 0.0 0.0
Laboratories PT
Minigrip Kalbe Farma Tbk PT 0.0 0.0 0.0 0.0
Counterpain Bristol-Myers Squibb - - - -
Indonesia Tbk PT
Balsamex Konimex Pharmaceutical - - - -
Laboratories PT
Others 16.0 15.0 14.3 14.0
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

Table 16 Forecast Sales of Analgesics by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Systemic Analgesics 3,470.5 3,609.5 3,747.7 3,883.1 4,015.9 4,145.2


- Adult Analgesics 2,959.9 3,069.0 3,178.0 3,285.2 3,391.4 3,496.3
- Paediatric Analgesics 510.6 540.5 569.7 597.9 624.5 648.9
- Adult and Paediatric 3,470.5 3,609.5 3,747.7 3,883.1 4,015.9 4,145.2
Systemic Analgesics
Topical Analgesics/ 1,211.4 1,320.4 1,432.7 1,547.3 1,663.3 1,779.8
Anaesthetic
Analgesics 4,682.0 4,929.9 5,180.4 5,430.4 5,679.2 5,924.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2014-2019

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CONSUMER HEALTH IN INDONESIA Passport 33

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Systemic Analgesics 3.2 3.6 19.4


- Adult Analgesics 3.1 3.4 18.1
- Paediatric Analgesics 3.9 4.9 27.1
- Adult and Paediatric Systemic 3.2 3.6 19.4
Analgesics
Topical Analgesics/Anaesthetic 7.0 8.0 46.9
Analgesics 4.3 4.8 26.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 34

CALMING AND SLEEPING IN


INDONESIA - CATEGORY ANALYSIS
HEADLINES

Calming and sleeping sees 12% current value growth in 2014, reaching Rp9.2 billion
High stress levels in urban areas accelerate growth of calming and sleeping products
Lelap from Soho Industri Pharmasi continues to lead sales in 2014
Calming and sleeping projected to see 6% constant value CAGR over forecast period

TRENDS

City dwellers in Indonesia generally face high stress levels, combined with a busy lifestyles,
often leading to insomnia. Some consumers choose to visit a doctor for prescription drugs,
while others seek help from OTC products, driving demand for calming and sleeping in
Indonesia.
Some Indonesians suffering from insomnia are reluctant to consume calming and sleeping
products due to their perceived side effects. In order to overcome their sleeping problems,
they usually endeavour to lead a healthier lifestyle by consuming less caffeine and exercising
regularly.
Calming and sleeping products saw growth of 12% in current value terms in 2014. Having
Rp9.2 billion in sales in 2014, calming and sleeping products represented the lowest
contributor to total consumer health value sales in Indonesia. Having a niche value base high
growth was actually reflected in the small increase in actual value sales.
Until the end of 2014 the sales value of calming and sleeping products was derived solely
from herbal/traditional products. Herbal products are cheaper than standard products, and
standard products were only available on prescription until 2014.

COMPETITIVE LANDSCAPE

A prominent consumer health company, Soho Industri Pharmasi, retained its leadership of the
calming and sleeping products environment in 2014, holding a 79% value share. The
company is renowned for its herbal products, including its calming and sleeping medicine
Lelap. The brand enjoyed above-the-line promotional activities through television
commercials, a marketing method not embraced by other calming and sleeping brands. The
brand is also supported by other promotional efforts, such as printed advertisements in
magazines.
The other two domestic players, Jamu Borobudur and Sido Muncul, retained their second and
third places respectively in 2014. These two companies witnessed only slight value growth in
2014 due to minimal promotional efforts.
Given the niche demand for these products, new manufacturers are reluctant to enter this
category. The nature of the product also prevents companies from innovating, resulting in a
lack of new launches in 2014.

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CONSUMER HEALTH IN INDONESIA Passport 35

PROSPECTS

Entering the forecast period the use of calming and sleeping products in Indonesia will remain
limited to the adult population in cities. Consumers in rural areas generally lack awareness of
these products.
The challenges for calming and sleeping products will most likely come from medicines with
similar functions, such as cough and cold remedies that cause drowsiness. Some dietary
supplements, such as melatonin, also function as sleeping remedies. Some consumers also
try to alleviate their sleeping problems with healthier lifestyles, by consuming less caffeine and
alcohol and exercising regularly.
Given the limited room for innovation, new products are unlikely to be launched in the calming
and sleeping environment, and no new entrants are expected to enter the category over the
forecast period. Having the majority share in calming and sleeping, Soho Industri Pharmasi
with its Lelap brand is expected to remain the leading player over the forecast period.

CATEGORY DATA
Table 18 Sales of Calming and Sleeping: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Calming and Sleeping 5.6 6.1 6.7 7.4 8.2 9.2


Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 19 Sales of Calming and Sleeping: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Calming and Sleeping 11.8 10.4 63.8


Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 20 NBO Company Shares of Calming and Sleeping: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Soho Industri Pharmasi PT 74.0 75.6 77.0 78.0 79.0


Jamu Borobudur PT 11.5 11.0 10.5 10.0 9.8
Sido Muncul PT 10.8 10.0 9.3 9.0 8.8
Air Mancur PT - - - - -
Others 3.7 3.4 3.2 3.0 2.4
Total 100.0 100.0 100.0 100.0 100.0

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CONSUMER HEALTH IN INDONESIA Passport 36

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 21 LBN Brand Shares of Calming and Sleeping: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Lelap Soho Industri Pharmasi PT 75.6 77.0 78.0 79.0


Jamu Borobudur Jamu Borobudur PT 11.0 10.5 10.0 9.8
Penenang
Valerian Sido Muncul PT 10.0 9.3 9.0 8.8
Nostresa Air Mancur PT - - - -
Others 3.4 3.2 3.0 2.4
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

Table 22 Forecast Sales of Calming and Sleeping: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Calming and Sleeping 9.2 9.6 10.1 10.7 11.3 12.0


Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 23 Forecast Sales of Calming and Sleeping: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Calming and Sleeping 6.0 5.6 31.3


Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 37

COUGH, COLD AND ALLERGY (HAY


FEVER) REMEDIES IN INDONESIA -
CATEGORY ANALYSIS
HEADLINES

Category growth of 15% in current value terms takes sales to Rp6.8 trillion in 2014
Unexpected change in climate contributes to strong category growth
Combination products category enjoys fastest growth at 17% in current value terms in 2014
Domestic manufacturers strengthen leadership in 2014
7% constant value CAGR expected over forecast period

TRENDS

The effects of global warming are causing erratic weather changes. Over the review period
the dry season in Indonesia was hot and the rainy season longer, resulting in flooding in many
cities. Consequently there was a wide range of illnesses prevalent, especially coughs, colds
and fever. However, such problems are considered mild, so Indonesian people prefer to self-
medicate using OTC drugs. As a result, climatic conditions helped to boost demand for cough,
cold and allergy (hay fever) remedies.
In addition to the weather factor many low-income consumers do not have sufficient income to
buy vitamins. As a result they are more susceptible to colds and flu.
Combination products remained the most popular cough, cold and allergy (hay fever)
remedies, and this category continued to register the fastest growth in 2014 at 17% in current
value terms. The respectable growth of combination products is caused by the perception that
they offer better value for money and convenience due to the multiple functions of treating
cough and cold symptoms at the same time.
Value sales of paediatric cough, cold and allergy medicines in Indonesia come solely from
paediatric cough/cold remedies. Due to consumers lifestyles, which are increasingly busy,
most parents opt for self-medication for their children, thus administering OTC paediatric
cough/cold remedies when their children have minor illnesses such as colds or flu. Paediatric
allergy remedies remained negligible in 2014.
Uncertain climatic conditions, along with increasing pollution, especially in urban areas, cause
a variety of common allergies, such as skin allergies, food allergies and hay fever. Some
consumers take an antihistamine to relieve the early allergy symptoms. However, the
usefulness of such products is believed to be only short term. Those suffering severe allergy
problems tend to visit a doctor to obtain prescription treatments.
When consumers purchase OTC cough, cold and allergy (hay fever) remedies, in general
they already have one or two brands of choice in mind. They tend to consume the same
brand until it no longer works for them. When trying a new brand, consumers tend to choose
the one with the strongest brand image. Promotional activities, particularly television
advertising, influence consumer purchasing decisions. Proper promotions help to build brand
image and increase awareness among consumers.

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CONSUMER HEALTH IN INDONESIA Passport 38

COMPETITIVE LANDSCAPE

Sido Muncul extended its leadership in cough, cold and allergy (hay fever) remedies in 2014
with a value share of 16%. The companys flagship brand, Tolak Angin, maintained its
position as the leading brand in cough, cold and allergy (hay fever) remedies due to its
affordable price. The brand also has strong promotional support, especially television
advertising, with popular celebrity endorsement. In 2014 Tolak Angin targeted teenage
consumers by featuring Indonesian pop group JKT48 in its ads.
Domestic brands and manufacturers are expected to maintain a strong foothold in the cough,
cold and allergy (hay fever) remedies category. The four leading companies namely Sido
Muncul, Kalbe Farma, Deltomed Laboratories and Combiphar are all local players with a
combined value share of 52% in 2014. These companies have been around a long time in
Indonesia, which represents and advantage over their multinational counterparts. Brands from
domestic manufacturers in general have a wider consumer base, reaching all income
segments and geographic locations.
Jamu combination products remained the most popular within cough, cold and allergy (hay
fever) remedies at the end of the review period, as evidenced by the popularity of the top
brands within the category, Tolak Angin by Sido Muncul and Antangin by Deltomed
Laboratories. Both companies compete to grab share by investing in marketing activities,
including television commercials, celebrity endorsements and various promotional events.
While Tolak Angin held Roadshow Tolak Angin Karnaval SCTV 2014 in four major cities in
Indonesia, Deltomed Laboratories held a gathering with the media during the fasting month.
With intense competition in jamu combination products, as a newcomer, Bintang Toedjoe
Masuk Angin tried to attract the attention of consumers through marketing campaigns. It
directly challenged leading brand Tolak Angin by using similar taglines. For example, while
Tolak Angins slogan was Orang pintar minum Tolak Angin (Smart people drink Tolak
Angin), Bintang Toedjoe used the slogan Orang bejo minum Bintang Toedjoe Masuk Angin
(Lucky people drink Bintang Toedjoe Masuk Angin). The ad also conveyed the message that
the person was luckier and more successful than smart people, implying that Bintang
Toedjoe Masuk Angin is better than Tolak Angin.

PROSPECTS

Sales of cough, cold and allergy (hay fever) remedies are expected to record an impressive
CAGR of 7% over the forecast period. Global warming is likely to persist or even worsen over
the next five years, with extreme weather changes coupled with rising air pollution levels
leading to people being increasingly prone to coughs, colds and other illnesses.
Consequently, manufacturers are expected to continue to implement aggressive promotional
activities, including television commercials, print media advertising, social networking
strategies and other promotional events.
Over the forecast period the growth of cough, cold and allergy (hay fever) remedies may face
a challenge from the robust growth of vitamins and dietary supplements, specifically vitamin
C, with its ability to improve the immune system. Nonetheless, the effect is likely to remain
limited among middle- to upper-income consumers, as some vitamins and dietary
supplements have a higher price tag than cough, cold and allergy (hay fever) remedies.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 39

Combination products represented the most popular of all cough, cold and allergy (hay fever)
remedies categories over the review period. Consequently it is expected to lead further over
the forecast period to record a 9% constant value CAGR. Strong growth tends to arise as
more consumers prefer products offering a combination of attributes. In addition, respectable
growth may also be driven by the high popularity of herbal medicine products, such as
Antangin and Tolak Angin.
Sido Muncul, the leading company in the cough, cold and allergy (hay fever) remedies
category, is building a new factory in Semarang in 2014. The 10-acre plant is expected to
increase production capacity of Tolak Angin by 70-80%. To further optimise production
capacity the company also imported advanced machines from Germany. The sales target this
year is expected to increase, boosting the companys profits.

CATEGORY DATA
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Antihistamines/Allergy 5.9 5.6 5.3 4.9 4.6 4.5


Remedies (Systemic)
Paediatric Cough, Cold 381.0 436.3 506.1 592.1 695.7 811.5
and Allergy Remedies
Combination Products - 1,861.3 2,149.8 2,504.6 2,942.9 3,472.6 4,068.9
Cough, Cold and Allergy
(Hay Fever) Remedies
Cough Remedies 980.8 1,044.6 1,107.3 1,190.3 1,285.5 1,385.8
Decongestants 89.4 96.7 104.2 111.9 119.8 129.8
Medicated Confectionery 105.2 115.2 127.9 142.0 158.1 177.7
Pharyngeal Preparations 146.6 164.2 183.1 203.2 224.5 250.6
Cough, Cold and Allergy 3,570.4 4,012.4 4,538.3 5,187.3 5,960.9 6,828.8
(Hay Fever) Remedies
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %
Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Antihistamines/Allergy Remedies -2.0 -5.5 -24.7


(Systemic)
Paediatric Cough, Cold and Allergy 16.6 16.3 113.0
Remedies
Combination Products - Cough, Cold and 17.2 16.9 118.6
Allergy (Hay Fever) Remedies
Cough Remedies 7.8 7.2 41.3
Decongestants 8.3 7.7 45.1
Medicated Confectionery 12.4 11.0 68.8
Pharyngeal Preparations 11.6 11.3 71.0
Cough, Cold and Allergy (Hay Fever) 14.6 13.8 91.3

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 40

Remedies
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 26 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Paediatric Allergy - - - - - -
Remedies
Paediatric Cough/Cold 381.0 436.3 506.1 592.1 695.7 811.5
Remedies
Paediatric Cough, Cold 381.0 436.3 506.1 592.1 695.7 811.5
and Allergy Remedies
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 27 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Paediatric Allergy Remedies - - -


Paediatric Cough/Cold Remedies 16.6 16.3 113.0
Paediatric Cough, Cold and Allergy 16.6 16.3 113.0
Remedies
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 28 Sales of Decongestants by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Nasal Sprays 4.3 4.4 4.6 4.7 4.9 5.1


Oral Decongestants 7.6 7.7 7.8 7.9 8.0 8.2
Inhalant Decongestants 9.9 10.4 10.8 11.3 11.7 12.4
Decongestant Rubs 63.8 70.2 76.9 83.8 90.9 99.6
Nasal Decongestant Drops 3.8 3.9 4.1 4.2 4.3 4.5
Nasal Decongestant - - - - - -
Plasters
Decongestants 89.4 96.7 104.2 111.9 119.8 129.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 29 Sales of Decongestants by Category: % Value Growth 2009-2014

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 41

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Nasal Sprays 3.9 3.4 18.1


Oral Decongestants 3.3 1.6 8.5
Inhalant Decongestants 5.2 4.4 24.2
Decongestant Rubs 9.5 9.3 56.0
Nasal Decongestant Drops 4.6 3.6 19.6
Nasal Decongestant Plasters - - -
Decongestants 8.3 7.7 45.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 30 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Sido Muncul PT 13.1 13.8 14.5 15.0 15.5


Deltomed Laboratories PT 11.0 11.6 12.2 12.8 13.2
Kalbe Farma Tbk PT 12.7 12.8 13.0 13.1 13.1
Combiphar PT 10.3 10.6 10.5 10.5 10.5
PGT Healthcare - - 5.7 5.5 5.4
Konimex Pharmaceutical 5.4 5.2 5.1 5.1 5.1
Laboratories PT
Medifarma Laboratories 4.3 4.5 4.6 4.6 4.7
Inc PT
Tempo Scan Pacific Tbk PT 3.5 3.6 3.7 3.8 3.8
Henson Farma PT 2.5 2.7 2.8 2.9 3.0
Sanbe Farma PT 2.2 2.3 2.3 2.3 2.4
Bintang Toedjoe PT 3.4 3.0 2.7 2.5 2.3
Mecosin Indonesia PT 2.2 2.1 1.9 1.7 1.6
Sterling Products 1.5 1.5 1.5 1.5 1.4
Indonesia PT
Lofthouse of Fleetwood 1.5 1.5 1.4 1.4 1.3
Ltd
Boots Co (Far East) Pte 1.4 1.4 1.3 1.3 1.3
Ltd, The
Johnson & Johnson 1.5 1.4 1.4 1.3 1.3
Indonesia PT
Boehringer Ingelheim 1.1 1.1 1.0 1.0 1.0
Indonesia PT
Ricola AG 0.7 0.7 0.7 0.7 0.7
Tropica Mas 0.7 0.6 0.5 0.5 0.4
Pharmaceutical PT
Saka Farma PT 0.6 0.5 0.4 0.4 0.3
Iduna Healthcare BV 0.2 0.2 0.2 0.2 0.2
Darya-Varia Laboratoria 6.4 6.2 0.3 0.3 0.2
Tbk PT
Novell Pharmaceutical 0.3 0.3 0.3 0.2 0.2
Laboratories PT
Guardian Pharmatama PT 0.2 0.2 0.2 0.2 0.2
Gratia Husada Farma PT 0.4 0.3 0.2 0.2 0.1
Eagle Indo 0.1 0.1 0.1 0.1 0.1
Pharmaceutical PT
Novartis Indonesia PT 0.1 0.1 0.1 0.1 0.1
Schering-Plough 0.1 0.1 0.1 0.1 0.1

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CONSUMER HEALTH IN INDONESIA Passport 42

Indonesia Tbk PT
Supra Ferbindo Farma PT 0.1 0.0 0.0 0.0 0.0
Novartis Biochemie PT - - - - -
Others 12.4 11.7 11.3 10.9 10.6
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

Table 31 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Tolak Angin Sido Muncul PT 13.8 14.5 15.0 15.5


Antangin Deltomed Laboratories PT 10.8 11.3 11.9 12.3
OBH Combi Combiphar PT 10.6 10.5 10.5 10.5
Mixagrip Kalbe Farma Tbk PT 7.9 8.3 8.5 8.7
Vicks PGT Healthcare - 5.7 5.5 5.4
Woods' Kalbe Farma Tbk PT 3.4 3.3 3.3 3.2
Ultraflu Henson Farma PT 2.5 2.7 2.7 2.8
Neozep Medifarma Laboratories 2.5 2.7 2.7 2.8
Inc PT
Sanaflu Sanbe Farma PT 2.2 2.2 2.2 2.3
Komix Bintang Toedjoe PT 2.9 2.6 2.4 2.3
Bodrex Tempo Scan Pacific Tbk PT 1.9 2.0 2.2 2.2
Termorex Konimex Pharmaceutical 1.4 1.5 1.6 1.7
Laboratories PT
Laserin Mecosin Indonesia PT 2.1 1.9 1.7 1.6
Decolgen Medifarma Laboratories 1.5 1.5 1.5 1.4
Inc PT
Panadol Sterling Products 1.5 1.5 1.5 1.4
Indonesia PT
Fisherman's Friend Lofthouse of Fleetwood Ltd 1.5 1.4 1.4 1.3
Strepsils Boots Co (Far East) Pte 1.4 1.3 1.3 1.3
Ltd, The
Paramex Konimex Pharmaceutical 1.0 1.1 1.2 1.3
Laboratories PT
Procold Kalbe Farma Tbk PT 1.5 1.3 1.2 1.2
Benadryl Johnson & Johnson 1.4 1.3 1.3 1.2
Indonesia PT
Bodrexin Tempo Scan Pacific Tbk PT 0.9 1.0 1.0 1.0
Bisolvon Boehringer Ingelheim 1.1 1.0 1.0 1.0
Indonesia PT
Konidin Konimex Pharmaceutical 1.4 1.2 1.1 0.9
Laboratories PT
Inza Konimex Pharmaceutical 1.0 0.9 0.9 0.8
Laboratories PT
OB Herbal Deltomed Laboratories PT 0.9 0.9 0.9 0.8
Ricola Ricola AG 0.7 0.7 0.7 0.7
Contrex Tempo Scan Pacific Tbk PT 0.6 0.6 0.5 0.5
OBH Tropica Tropica Mas 0.6 0.5 0.5 0.4
Pharmaceutical PT
Mextril Saka Farma PT 0.5 0.4 0.4 0.3
Decolsin Medifarma Laboratories 0.4 0.3 0.3 0.3
Inc PT
Vicks Darya-Varia Laboratoria 5.9 - - -
Tbk PT
Others 14.6 13.8 13.1 12.7

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CONSUMER HEALTH IN INDONESIA Passport 43

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

Table 32 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Antihistamines/Allergy 4.5 4.1 3.9 3.7 3.6 3.4


Remedies (Systemic)
Paediatric Cough, Cold 811.5 884.6 959.7 1,036.5 1,114.3 1,192.3
and Allergy Remedies
Combination Products - 4,068.9 4,455.5 4,856.5 5,269.3 5,690.8 6,117.6
Cough, Cold and Allergy
(Hay Fever) Remedies
Cough Remedies 1,385.8 1,405.2 1,427.7 1,453.4 1,482.4 1,513.6
Decongestants 129.8 131.8 133.7 135.6 137.3 139.0
Medicated Confectionery 177.7 186.5 195.0 203.5 211.7 219.7
Pharyngeal Preparations 250.6 261.9 273.2 284.4 295.8 307.3
Cough, Cold and Allergy 6,828.8 7,329.6 7,849.7 8,386.3 8,935.9 9,492.9
(Hay Fever) Remedies
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Antihistamines/Allergy Remedies -3.0 -5.0 -22.7


(Systemic)
Paediatric Cough, Cold and Allergy 7.0 8.0 46.9
Remedies
Combination Products - Cough, Cold and 7.5 8.5 50.3
Allergy (Hay Fever) Remedies
Cough Remedies 2.1 1.8 9.2
Decongestants 1.2 1.4 7.1
Medicated Confectionery 3.8 4.3 23.7
Pharyngeal Preparations 3.9 4.2 22.6
Cough, Cold and Allergy (Hay Fever) 6.2 6.8 39.0
Remedies
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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CONSUMER HEALTH IN INDONESIA Passport 44

DERMATOLOGICALS IN INDONESIA -
CATEGORY ANALYSIS
HEADLINES

Current value growth of dermatologicals reaches 8% in 2014 to reach Rp1.7 trillion


Rapid outlet expansion contributes to rising growth of dermatologicals
Nappy (diaper) rash treatments category sees fastest current value growth of 20% in 2014
Johnson & Johnson retains leading position in 2014 with 20% value share
Dermatologicals expected to post modest constant value CAGR of 2% over forecast period

TRENDS

Due to increasing levels of pollution and unhealthy lifestyles, both in urban and rural areas,
there are increasing skin problems in Indonesia. Various skin problems, such as rash,
ringworm and scabies, occur due to dirty water and other unsanitary conditions. To care for
their skin, consumers are likely to look for OTC products, which are available in convenience
stores, supermarkets and hypermarkets. Therefore, dermatologicals category also showed
positive growth in 2014.
Dermatologicals saw current value growth of 8% in 2014. This was caused by increased
levels of pollution in urban areas, and a lack of access to clean water in remote areas. The
lack of awareness of healthy lifestyles also resulted in some consumers suffering skin
problems.
Nappy (diaper) rash treatments saw the fastest growth in dermatologicals in 2014, amounting
to 20%. Impressive performance was due to the rise of these products from a low base,
because the product still saw niche sales until 2014. With a low value base promotional
activities implemented by manufacturers were below the line, such as advertising in print
media, especially magazines for mothers. Manufacturers are also forming partnerships with
doctors to recommend products to their patients.
Paediatric dermatologicals continued to post negligible value sales until 2014, because
parents typically use common dermatological products when their children have skin
problems. For more serious skin conditions parents will consult a doctor or buy prescription
drugs. Therefore, manufacturers remained reluctant to introduce paediatric dermatological
products at the end of the review.
If suffering only mild skin problems consumers are generally willing to use OTC products and
treat themselves. If the problem persists they will seek advice from a doctor. For minor
problems, such as dandruff, consumers tend to first try the beauty and personal care
products, such as anti-dandruff shampoo. However, if the problem worsens they will switch to
medicated shampoo. Therefore anti-dandruff shampoo competes with dermatologicals. Some
consumers prefer to use anti-dandruff shampoo because it is cheaper than medicated
shampoo.

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CONSUMER HEALTH IN INDONESIA Passport 45

COMPETITIVE LANDSCAPE

Johnson & Johnson continues to lead in dermatologicals, holding a value share of 20% in
2014. This is because the topical antifungal brand Daktarin was the leading brand in
dermatologicals at the end of the review period. Daktarin is considered more effective than
other brands, despite having a higher price.
Two domestic companies, Galenium Pharmasia Laboratories and Coronet Crown, saw the
fastest growth in sales value in dermatologicals in 2014. Local manufacturers are famous for
their antipruritics brands Caladine and Herocyn. Both of these brands are often advertised in
print media, especially in magazines targeting mothers.
The dermatologicals category is dominated by global brands. There are very few herbal
products in dermatologicals, so the presence of local companies is limited. The top three
leading brands in dermatologicals are international brands, with Daktarin, Betadine and
Selsun holding a combined value share of 42% in 2014. Although more expensive, these
brands are considered very effective.
Dermatologicals continued to see a lack of above-the-line advertising, generally being
advertised through print media or special events. Only the leading global companies, such as
Johnson & Johnson and Reckitt Benckiser, are extending their promotional activities for
television commercials.

PROSPECTS

Dermatological products are expected to see continued low consumer awareness over the
forecast period, with growth slow as a result. Many low-income consumers still consider
dermatologicals unnecessary, considering that the skin will heal itself gradually. In order to
stimulate faster growth, manufacturers are expected to suppress price increases or provide
smaller package sizes to make the products more affordable.
Dermatologicals is expected to see a constant value CAGR of 2% over the forecast period.
Lack of product awareness will be the main cause of slow growth. In order to improve growth,
manufacturers must strive to enlarge the consumer base by offering an economical version of
the product or by introducing smaller package sizes.
Some categories in dermatologicals are expected to continue to face direct competition from
other products over the forecast period, especially from beauty and personal care. Medicated
shampoos, for example, tend to be influenced by anti-dandruff shampoo, available in a variety
of brands through modern and traditional grocery outlets. The increasing number of beauty
clinics in large cities is also likely to inhibit the growth of dermatologicals over the forecast
period.
Dermatologicals prominent companies, namely Johnson & Johnson, Mahakam Beta Farma
and Bayer Indonesia, are expected to maintain their leadership over the forecast period. Their
positive performances are driven by high brand awareness, a long-established presence and
extensive distribution. Domination by global brands is also expected to continue.

CATEGORY DATA
Table 34 Sales of Dermatologicals by Category: Value 2009-2014

IDR billion

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 46

2009 2010 2011 2012 2013 2014

Medicated Shampoos 153.7 169.0 187.6 209.2 233.2 260.9


Topical Antifungals 570.2 584.5 602.0 623.1 648.0 676.4
Vaginal Antifungals - - - - - -
Hair Loss Treatments - - - - - -
Nappy (Diaper) Rash 28.1 33.7 40.6 49.2 59.0 71.0
Treatments
Antiparasitics/Lice 18.3 18.5 18.8 19.0 19.2 19.7
(Head and Body)
Treatments
Antipruritics 256.9 283.9 315.1 352.9 397.0 444.0
Cold Sore Treatments - - - - - -
Haemorrhoid Treatments - - - - - -
Paediatric - - - - - -
Dermatologicals
Topical Allergy - - - - - -
Remedies/Antihistamines
Topical Germicidals/ 189.5 199.1 212.0 227.7 245.8 265.1
Antiseptics
Dermatologicals 1,216.7 1,288.6 1,376.0 1,481.0 1,602.2 1,737.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 35 Sales of Dermatologicals by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Medicated Shampoos 11.8 11.2 69.8


Topical Antifungals 4.4 3.5 18.6
Vaginal Antifungals - - -
Hair Loss Treatments - - -
Nappy (Diaper) Rash Treatments 20.4 20.4 152.7
Antiparasitics/Lice (Head and Body) 2.3 1.5 7.7
Treatments
Antipruritics 11.8 11.6 72.9
Cold Sore Treatments - - -
Haemorrhoid Treatments - - -
Paediatric Dermatologicals - - -
Topical Allergy Remedies/Antihistamines - - -
Topical Germicidals/Antiseptics 7.9 6.9 39.8
Dermatologicals 8.4 7.4 42.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 36 NBO Company Shares of Dermatologicals: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Johnson & Johnson 22.8 22.8 22.6 20.6 20.4


Indonesia PT
Mahakam Beta Farma PT 14.0 14.1 14.3 14.3 14.3
Bayer Indonesia PT 11.5 11.5 11.5 11.5 11.4

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CONSUMER HEALTH IN INDONESIA Passport 47

Abbott Indonesia PT 9.5 9.9 10.3 10.7 11.1


Galenium Pharmasia 8.2 8.7 9.3 9.9 10.4
Laboratories PT
Konimex Pharmaceutical 7.7 7.2 6.6 6.1 5.8
Laboratories PT
Coronet Crown PT 4.1 4.4 4.6 5.0 5.2
Unilever Body Care 2.8 2.7 2.7 2.7 2.7
Indonesia Tbk PT
Kalbe Farma Tbk PT 2.0 2.1 2.1 2.1 2.1
Combiphar PT 0.9 0.8 0.7 0.7 0.6
Nellco Indopharma PT 0.5 0.4 0.4 0.4 0.4
Bintang Toedjoe PT 0.5 0.3 0.2 0.1 0.1
Actavis Indonesia PT 0.1 0.1 0.1 0.1 0.1
Transfarma Medica Indah 0.0 - - - -
PT
Novartis Biochemie PT - - - - -
Pfizer Indonesia PT - - - - -
Sara Lee Body Care - - - - -
Indonesia Tbk PT
Novell Pharmaceutical - - - - -
Laboratories PT
Others 15.5 15.1 14.5 15.8 15.5
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

Table 37 LBN Brand Shares of Dermatologicals: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Daktarin Johnson & Johnson 17.2 17.0 16.8 16.6


Indonesia PT
Betadine Mahakam Beta Farma PT 14.1 14.3 14.3 14.3
Selsun Abbott Indonesia PT 9.9 10.3 10.7 11.1
Caladine Galenium Pharmasia 8.7 9.3 9.9 10.4
Laboratories PT
Canesten Bayer Indonesia PT 10.5 10.3 10.1 9.9
Fungiderm Konimex Pharmaceutical 6.3 5.9 5.5 5.2
Laboratories PT
Herocyn Coronet Crown PT 4.4 4.6 5.0 5.2
Nizoral Johnson & Johnson 3.7 3.8 3.8 3.9
Indonesia PT
Purol Unilever Body Care 2.7 2.7 2.7 2.7
Indonesia Tbk PT
Kalpanax Kalbe Farma Tbk PT 2.1 2.1 2.1 2.1
Bepanthen Bayer Indonesia PT 1.0 1.2 1.4 1.6
Peditox Combiphar PT 0.8 0.7 0.7 0.6
Rodeca Nellco Indopharma PT 0.4 0.4 0.4 0.4
Kopamex Konimex Pharmaceutical 0.4 0.4 0.3 0.3
Laboratories PT
Mikorex Bintang Toedjoe PT 0.3 0.2 0.1 0.1
Decubal Actavis Indonesia PT 0.1 0.1 0.1 0.1
Caladryl Johnson & Johnson 1.8 1.8 - -
Indonesia PT
JF Sulfur Galenium Pharmasia - - - -
Laboratories PT
Dansepta Kalbe Farma Tbk PT - - - -
Asepta Konimex Pharmaceutical - - - -

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CONSUMER HEALTH IN INDONESIA Passport 48

Laboratories PT
Topicide Konimex Pharmaceutical - - - -
Laboratories PT
Eurax Novartis Biochemie PT - - - -
Stardine Novell Pharmaceutical - - - -
Laboratories PT
Caladryl Pfizer Indonesia PT - - - -
Purol Sara Lee Body Care - - - -
Indonesia Tbk PT
Andantol Transfarma Medica Indah PT - - - -
Others 15.5 14.9 16.1 15.7
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

Table 38 Forecast Sales of Dermatologicals by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Medicated Shampoos 260.9 272.6 283.5 293.4 302.3 309.8


Topical Antifungals 676.4 664.3 654.3 646.5 640.0 634.2
Vaginal Antifungals - - - - - -
Hair Loss Treatments - - - - - -
Nappy (Diaper) Rash 71.0 79.5 88.3 97.1 105.9 114.3
Treatments
Antiparasitics/Lice 19.7 19.0 18.4 17.9 17.6 17.3
(Head and Body)
Treatments
Antipruritics 444.0 464.0 482.6 499.5 514.4 527.3
Cold Sore Treatments - - - - - -
Haemorrhoid Treatments - - - - - -
Paediatric - - - - - -
Dermatologicals
Topical Allergy - - - - - -
Remedies/Antihistamines
Topical Germicidals/ 265.1 269.8 273.9 277.4 280.2 282.7
Antiseptics
Dermatologicals 1,737.1 1,769.2 1,801.0 1,831.9 1,860.3 1,885.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 39 Forecast Sales of Dermatologicals by Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Medicated Shampoos 2.5 3.5 18.8


Topical Antifungals -0.9 -1.3 -6.2
Vaginal Antifungals - - -
Hair Loss Treatments - - -
Nappy (Diaper) Rash Treatments 8.0 10.0 61.0
Antiparasitics/Lice (Head and Body) -1.5 -2.5 -11.9
Treatments
Antipruritics 2.5 3.5 18.8
Cold Sore Treatments - - -

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Haemorrhoid Treatments - - -
Paediatric Dermatologicals - - -
Topical Allergy Remedies/Antihistamines - - -
Topical Germicidals/Antiseptics 0.9 1.3 6.7
Dermatologicals 1.4 1.7 8.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 50

DIGESTIVE REMEDIES IN INDONESIA


- CATEGORY ANALYSIS
HEADLINES

Digestive remedies category sees 14% value growth in 2014 to reach Rp2.3 trillion
Stressful lifestyles and irregular eating habits stimulate growth of digestive remedies
Antacids see most dynamic performance with 16% current value terms increase
Kalbe Farma extends category lead with 43% value share in 2014
Category expected to see respectable 6% constant value CAGR over forecast period

TRENDS

Increasingly hectic lifestyles, especially in urban areas, are contributing to the growth of
digestive remedies. Hectic daily schedules have resulted in high levels of stress and irregular
eating habits, leading to an increasing number of gastric problems. This has affected the
growth of digestive remedies, especially antacids.
Digestive remedies recorded current value growth of 14% in 2014. This was largely due to
increased awareness of digestive remedies, especially the three largest product types,
antacids, diarrheal remedies and laxatives. Increased awareness was due to the efforts of
manufacturers to advertise their products. In addition, strong growth was partly due to an
increase in the frequency of digestive remedies consumption in urban areas. Busy lifestyles,
leading to increased consumption of food in horeca establishments and on the go, which is
considered less hygienic than its home-cooked meals, is more likely to cause digestive
problems.
Antacids saw the fastest growth in digestive remedies, with an increase of 16% in current
value terms in 2014. In general, Indonesian people like to eat spicy and oily food, which can
cause gastric problems. Busy lifestyles and irregular eating habits also contribute to demand
for antacids in Indonesia.
Sales of paediatric digestive remedies remained low in Indonesia due to the reluctance of
parents to buy such products on an OTC basis. Parents still tend to consult a doctor when
their children suffer from digestive problems. Currently, there are only two well-known brands
in the category, namely Antimo Anak, the first paediatric motion sickness remedies brand, and
Entrostop Anak, the first paediatric diarrhoeal remedies brand.
Seasonal trends greatly affect sales of digestive remedies, especially antacids and motion
sickness remedies. Sales of antacids generally peak during the month of Ramadan. Sales of
motion sickness remedies peak during the holiday period, especially at the end of Ramadan.
After fasting for one month, Muslims celebrate Hari Raya Idul Fitri and there is a long-
established tradition of visiting their hometown to gather with their relatives. This journey is
often long, and consumers sometimes need motion sickness remedies to make the trip
comfortably.
Indonesians suffering from irritable bowel syndrome (IBS) usually prefer to visit a doctor
rather than take OTC healthcare products. There are several IBS treatments available in the

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CONSUMER HEALTH IN INDONESIA Passport 51

country, the most prominent being Buscopan. However, all of these remedies were still
available as prescribed medicines up to the end of the review period.

COMPETITIVE LANDSCAPE

Kalbe Farma remained the undisputed leader in digestive remedies in 2014 with a value
share of 43%. The company offers two brands of digestive remedies, Promag and Neo
Entrostop, which is also a strong product in antacids and diarrheal remedies. Kalbe Farma
has large marketing campaigns for both brands, and utilises broad coverage of distribution
companies, with products widely available in both modern and traditional retail outlets in
Indonesia.
Domestic manufacturers continued to dominate the digestive remedies environment in 2014.
Three players, Kalbe Farma, Soho Pharmaceutical Industry and Phapros (Persero) Tbk PT,
held a combined digestive remedies value share of 71% in 2014. With a longstanding
presence in the country, these companies are able to extend the availability of their products
to rural areas and ensure high brand awareness, which is a barrier to entry for smaller
players.

PROSPECTS

Increasingly busy lifestyles and irregular eating habits will remain the main drivers of digestive
remedies growth over the forecast period. Unhealthy diet and lack of exercise also cause
constipation, contributing to the dynamic growth expected to derive from consumers digestive
problems in coming years. In addition, many rural areas and some urban areas in Indonesia
still lack clean water, hygienic food and clean sanitary conditions, which can lead to diarrhoea.
These factors encourage the positive performance of the whole digestive remedies category
over the forecast period, with a constant value CAGR of 6%.
In digestive remedies, laxative and digestive enzymes are expected to see a constant value
CAGR of 8-9% over the forecast period. An imbalanced diet and lack of exercise often lead to
constipation, requiring consumers to take laxatives. A growing number of women in urban
areas suffer from constipation. The digestive enzymes category is also expected to see strong
growth due to digestive problems caused by busy lifestyles among the urban population.
The digestive remedies environment is expected to continue to face the challenge of vitamins
and dietary supplements and other products containing probiotics and fibre. Similarly,
fermented milk or yogurt products, especially those that claim to contain probiotics, will also
inhibit the growth of digestive remedies. With growing health problems more and more
consumers will begin to consume these products. In addition, high-income consumers tend to
visit a doctor when suffering from severe digestive problems that require longer for further
treatment.
Soho Industri Pharmasi has the potential to continue to gain value share over the forecast
period due to consumer preferences for herbal products. The company is famous for herbal
products, particularly its Diapet brand. Companies need to ensure the availability of products
through various retail outlets, including modern stores such as hypermarkets and
convenience stores, where an increasing number of people buy consumer health products.

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CATEGORY DATA
Table 40 Sales of Digestive Remedies by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Paediatric Digestive 10.9 12.5 14.2 16.1 18.0 20.3


Remedies
Diarrhoeal Remedies 401.4 449.6 508.1 579.2 663.2 748.8
IBS Treatments - - - - - -
Indigestion and 507.0 575.2 666.7 779.1 914.5 1,061.8
Heartburn Remedies
Laxatives 145.6 160.2 180.2 204.6 233.2 265.8
Motion Sickness Remedies 113.6 123.9 133.8 145.1 157.5 171.1
Digestive Remedies 1,178.5 1,321.3 1,503.0 1,724.1 1,986.3 2,267.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 41 Sales of Digestive Remedies by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Paediatric Digestive Remedies 12.9 13.4 87.3


Diarrhoeal Remedies 12.9 13.3 86.5
IBS Treatments - - -
Indigestion and Heartburn Remedies 16.1 15.9 109.4
Laxatives 14.0 12.8 82.5
Motion Sickness Remedies 8.7 8.5 50.6
Digestive Remedies 14.2 14.0 92.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 42 NBO Company Shares of Digestive Remedies: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Kalbe Farma Tbk PT 41.3 41.6 42.0 42.6 43.0


Soho Industri Pharmasi PT 19.7 20.3 20.5 20.7 20.7
Phapros (Persero) Tbk PT 9.2 8.9 8.5 8.0 7.7
Johnson & Johnson 4.8 5.3 5.8 6.4 6.7
Indonesia PT
Medifarma Laboratories 4.8 4.8 4.8 4.8 4.8
Inc PT
Pharos Indonesia PT 2.7 2.9 3.0 3.1 3.2
Bintang Kupu-Kupu PT 3.7 3.5 3.4 3.2 3.0
Boehringer Ingelheim 2.9 2.8 2.8 2.8 2.9
Indonesia PT
Sanbe Farma PT 1.5 1.5 1.5 1.5 1.4
Galenium Pharmasia 1.5 1.4 1.3 1.3 1.2
Laboratories PT
Bintang Toedjoe PT 1.6 1.4 1.2 1.1 0.9
Kimia Farma (Persero) 0.6 0.5 0.5 0.5 0.6

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Tbk PT
Pratapa Nirmala PT 0.4 0.3 0.3 0.3 0.3
Konimex Pharmaceutical 0.3 0.2 0.2 0.1 0.1
Laboratories PT
Nicholas Laboratories 0.2 0.2 0.1 0.1 0.1
Indonesia PT
Corsa Industries Ltd PT 0.0 0.0 0.0 0.0 0.0
Darya-Varia Laboratoria - - - - -
Tbk PT
Pfizer Indonesia PT - - - - -
Upjohn Indonesia PT - - - - -
Others 4.7 4.2 3.9 3.5 3.4
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

Table 43 LBN Brand Shares of Digestive Remedies: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Promag Kalbe Farma Tbk PT 30.6 31.1 31.6 32.0


Diapet Soho Industri Pharmasi PT 16.1 16.1 16.2 16.2
Neo Entrostop Kalbe Farma Tbk PT 11.0 10.9 11.0 11.0
Antimo Phapros (Persero) Tbk PT 8.9 8.5 8.0 7.7
Mylanta Johnson & Johnson 5.3 5.8 6.3 6.7
Indonesia PT
Laxing Soho Industri Pharmasi PT 4.2 4.4 4.5 4.5
Enzyplex Medifarma Laboratories 2.9 3.0 3.0 3.1
Inc PT
Kupu Kupu Bintang Kupu-Kupu PT 3.5 3.4 3.2 3.0
Dulcolax Boehringer Ingelheim 2.8 2.8 2.8 2.9
Indonesia PT
New Diatabs Medifarma Laboratories 1.9 1.9 1.8 1.8
Inc PT
Microlax Pharos Indonesia PT 1.6 1.6 1.6 1.7
Polysilane Pharos Indonesia PT 1.3 1.4 1.5 1.5
Laxadine Galenium Pharmasia 1.3 1.2 1.2 1.1
Laboratories PT
Waisan Bintang Toedjoe PT 1.4 1.2 1.1 0.9
Neosanmag Sanbe Farma PT 0.8 0.8 0.7 0.7
Tripanzym Sanbe Farma PT 0.6 0.6 0.6 0.6
Magasida Kimia Farma (Persero) 0.3 0.4 0.4 0.5
Tbk PT
Mulax Pratapa Nirmala PT 0.3 0.3 0.3 0.3
Polycrol Nicholas Laboratories 0.2 0.1 0.1 0.1
Indonesia PT
Sanmag Sanbe Farma PT 0.2 0.1 0.1 0.1
Neo Koniform Konimex Pharmaceutical 0.1 0.1 0.1 0.1
Laboratories PT
Laxarec Galenium Pharmasia 0.1 0.1 0.1 0.1
Laboratories PT
Kaopectate Johnson & Johnson 0.1 0.1 0.1 0.1
Indonesia PT
Fitodiar Kimia Farma (Persero) 0.1 0.1 0.1 0.0
Tbk PT
Laxamex Konimex Pharmaceutical 0.1 0.1 0.1 0.0
Laboratories PT
Duphalac Kimia Farma (Persero) 0.1 0.1 0.1 0.0

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Tbk PT
Neo Diaform Corsa Industries Ltd PT 0.0 0.0 0.0 0.0
Mucofalk Darya-Varia Laboratoria - - - -
Tbk PT
Eucarbon Phapros (Persero) Tbk PT - - - -
Kaopectate Upjohn Indonesia PT - - - -
Others 4.2 3.9 3.5 3.4
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

Table 44 Forecast Sales of Digestive Remedies by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Paediatric Digestive 20.3 21.5 22.5 23.6 24.5 25.4


Remedies
Diarrhoeal Remedies 748.8 790.0 829.5 866.8 901.5 933.0
IBS Treatments - - - - - -
Indigestion and 1,061.8 1,147.2 1,228.5 1,303.8 1,371.3 1,429.3
Heartburn Remedies
Laxatives 265.8 285.7 308.6 334.8 365.0 399.6
Motion Sickness Remedies 171.1 174.2 177.0 179.5 181.6 183.4
Digestive Remedies 2,267.8 2,418.5 2,566.1 2,708.4 2,843.8 2,970.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2014-


2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Paediatric Digestive Remedies 3.5 4.5 24.6


Diarrhoeal Remedies 3.5 4.5 24.6
IBS Treatments - - -
Indigestion and Heartburn Remedies 4.2 6.1 34.6
Laxatives 9.5 8.5 50.3
Motion Sickness Remedies 1.0 1.4 7.2
Digestive Remedies 4.5 5.5 31.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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EYE CARE IN INDONESIA -


CATEGORY ANALYSIS
HEADLINES

Posting sales worth Rp308 billion in 2014, eye care sees current value growth of 10%
High levels of pollution and dust accelerate growth of eye care
Visine from Johnson & Johnson Indonesia PT continues to lead sales in 2014
Eye care projected to see 2% constant value CAGR over forecast period

TRENDS

Eye care posted value sales of Rp308 billion in 2014, driven solely by sales of standard eye
care. Standard eye care products are common in Indonesia, widely available through various
retail outlets. These include artificial tears, eye ointments and eye washes used to lubricate
the eye, relieve minor irritation caused by pollution, dust, and tiredness. Positive growth was
driven by higher levels of pollution and dust, particularly in large cities in Indonesia.
Increasingly busy lifestyles can also cause red eyes due to fatigue.
The high levels of pollution and dust, particularly in large cities in Indonesia, can cause red
eye. Many factors can cause red eye, such as tiredness, motor vehicle fumes, dirty hands,
and many other factors. Sometimes people underestimate these things, when eyes are one of
the most important organs and their health needs to be maintained.
Supplements for eye health had begun to develop in Indonesia at the end of the review
period. For example, Sea-Quill Bright Eye, Vision Health from Natures Health, Ocu Care from
Wellness (Nutrition for Healthy Eyes), and Bio Vision for healthy eyes from Indofarma Tbk PT.
People have started to realise the importance of eye health, especially upper-middle class
consumers.

COMPETITIVE LANDSCAPE

Visine from Johnson & Johnson Indonesia PT continued to dominate eye care with a 30%
value share in 2014. The impressive performance was attributable to its longstanding
presence in Indonesia, resulting in a strong brand image. The company also conducted active
marketing campaigns, including television commercials. Moreover, leveraging the companys
extensive distribution network, Visine enjoyed wide availability in chemists/pharmacies,
hypermarkets, supermarkets and convenience stores.
A local brand of eye care, Insto from Sterling Products Indonesia PT, managed to retain its
second place in 2014 with a 28% value share. Various marketing activities implemented by
this brand consistently and gradually win over consumers. Insto saw a good performance
thanks to the marketing activities, a price affordable to most consumers, and widespread
availability.

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PROSPECTS

Over the forecast period eye care in Indonesia is expected to remain driven by standard eye
care products. This is due to the wide availability of products in a variety of retail channels,
including modern stores, such as chemists/pharmacies, hypermarkets, supermarkets and
convenience stores, as well as traditional retail outlets such as independent grocery stores.
With the advent of various eye diseases, people will be more vigilant and strive to maintain
their eye health.
Supplements for eye health will likely pose a threat to the growth of eye care in Indonesia
because it is better to prevent than try to cure. Upper-middle class consumers tend to buy
supplements for eye health, before red eye or eye diseases develop. Food is also very
influential on eye health. Consumers lifestyles are increasingly busy, and must be balanced
with supplements.
Prominent eye care companies, namely Johnson & Johnson Indonesia PT, Sterling Products
Indonesia PT and Rohto Laboratories Indonesia PT, are expected to maintain their leadership
over the forecast period. Their positive performance was driven by high brand awareness, a
long-established presence and an extensive distribution network.

CATEGORY DATA
Table 46 Sales of Eye Care by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Allergy Eye Care - - - - - -


Standard Eye Care 197.4 217.1 237.7 259.1 281.2 307.9
Eye Care 197.4 217.1 237.7 259.1 281.2 307.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 47 Sales of Eye Care by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Allergy Eye Care - - -


Standard Eye Care 9.5 9.3 56.0
Eye Care 9.5 9.3 56.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 48 NBO Company Shares of Eye Care: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Johnson & Johnson 28.3 28.9 29.5 30.0 30.1


Indonesia PT

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Pharma Health Care PT - - - - 28.1


Rohto Laboratories 24.0 25.0 25.9 26.7 27.4
Indonesia PT
Samie Sahari PT 8.5 8.0 7.5 7.0 6.9
Konimex Pharmaceutical 3.5 3.3 3.1 3.0 2.8
Laboratories PT
Kimia Farma (Persero) 1.9 1.8 1.7 1.6 1.5
Tbk PT
Mudita Karuna PT 1.2 1.0 0.9 0.6 0.6
Sanbe Farma PT 0.1 0.1 0.0 0.0 0.0
Sterling Products 28.7 28.5 28.2 28.0 -
Indonesia PT
Pfizer Indonesia PT - - - - -
Others 3.8 3.4 3.2 3.1 2.7
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

Table 49 LBN Brand Shares of Eye Care: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Visine Johnson & Johnson 28.9 29.5 30.0 30.1


Indonesia PT
Insto Pharma Health Care PT - - - 28.1
Rohto Rohto Laboratories 25.0 25.9 26.7 27.4
Indonesia PT
Lotte Samie Sahari PT 8.0 7.5 7.0 6.9
Braito Konimex Pharmaceutical 3.3 3.1 3.0 2.8
Laboratories PT
Fitto Kimia Farma (Persero) 1.8 1.7 1.6 1.5
Tbk PT
Sutear Mudita Karuna PT 1.0 0.9 0.6 0.6
Sanbe Sanbe Farma PT 0.1 0.0 0.0 0.0
Optifresh Konimex Pharmaceutical 0.0 0.0 0.0 0.0
Laboratories PT
Insto Sterling Products 28.5 28.2 28.0 -
Indonesia PT
Visine Pfizer Indonesia PT - - - -
Others 3.4 3.2 3.1 2.7
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

Table 50 Forecast Sales of Eye Care by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Allergy Eye Care - - - - - -


Standard Eye Care 307.9 315.9 323.5 330.6 337.2 343.6
Eye Care 307.9 315.9 323.5 330.6 337.2 343.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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Table 51 Forecast Sales of Eye Care by Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Allergy Eye Care - - -


Standard Eye Care 1.9 2.2 11.6
Eye Care 1.9 2.2 11.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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NRT SMOKING CESSATION AIDS IN


INDONESIA - CATEGORY ANALYSIS
HEADLINES

NRT smoking cessation aids remains negligible in 2014 despite huge number of smokers in
Indonesia
NRT patches, the only available smoking cessation aid in the country, are not available on
OTC basis
Pfizer introduces nicotine-free quit smoking brand Champix in late 2007
Sales of NRT smoking cessation aids expected to remain negligible over forecast period

TRENDS

The tobacco industry is one of the most established industries in Indonesia, with 66 million
smokers. Many of these are children.
Although the number of smokers is considerable in the country, requests for help to give up
smoking remained negligible at the end of the review period. Among smokers and those who
smoke occasionally, only a small number want to quit. These people, especially high-income
consumers, usually follow counselling programmes in addition to using pharmacotherapy
products. NRT products were available on prescription in 2014.
Given the low awareness of smoking cessation aids among smokers in Indonesia, there
products are not attractive, not only due to their high prices but also a lack of demand.
However, there are well-known cough remedies that specifically treat smokers coughs or
reduce the adverse effects of smoking, such as Silex and Tuseran Forte, as well as a variety
of jamu products such as Jamu Perokok, made by Sido Muncul PT. In 2005 local company
Simex Pharmaceutical introduced Vipro-G, a dietary supplement for smokers with antioxidant
properties.
The absence of NRT products in the OTC healthcare market in Indonesia over the review
period was mainly due to very high prices. Smokers in Indonesia come from all income levels.
Smokers who may want to give up smoking would be unable to pay, therefore producers see
no need to introduce these OTC products in Indonesia. Even among high-income smokers,
they prefer to use other alternatives such as eating candy when they feel the urge to smoke.

COMPETITIVE LANDSCAPE

NRT products are dominated by NRT patches, only available on prescription at a very high
price in Indonesia until 2014. At the end of the review period there was only one brand
available in NRT patch format Nicotinell TTS by Novartis Biochemie, only available on
prescription at a very high price. This product is in the form of skin patches that reduce the
desire to smoke by releasing nicotine into the bloodstream.
In addition to NRT products, the new nicotine-free Champix from Pfizer deserves attention for
being the first nicotine-free smoking cessation aid, containing varenicline tartrate. The product

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CONSUMER HEALTH IN INDONESIA Passport 60

is available as a prescription drug, and was advertised on television. Advertising encourages


consumers to visit the website for full information on how to quit smoking.

PROSPECTS

Sales of smoking cessation aids did not develop at the end of the forecast period, mainly due
to their very high prices and a lack of interest in giving up smoking among most smokers
anyway. Given the prevalence of smoking in Indonesia anti-smoking campaigns were
launched in the middle of the review period, but still did not have a significant impact at the
end of the review period. Due to the established culture of smoking among Indonesian men, it
will be very difficult to change their mindset. Different ways to quit smoking are available,
ranging from traditional jamu products to sugar or other foods to suppress the desire to
smoke.
Among stop smoking aids NRT gum has the best prospects in Indonesia, although no NRT
gum brands were found over the review period. Unlike NRT patches, Indonesia is more
familiar with the concept of gum due to the widespread availability of sugarised gum in
Indonesia. High price will remain a major problem because most smoking cessation aids are
expensive imported products.
The Champix brand of nicotine-free tablets from Pfizer was introduced in November 2007
represents a potential threat to the growth of NRT products over the forecast period. As NRT
products contain nicotine, the addictive component of tobacco, there is little risk of addiction
when using this product. Therefore, nicotine-free products such as Champix is considered
more effective as an aid to smoking cessation compared with NRT products.
Several regions in Indonesia have already established regional law to prohibit smoking in
public areas. Bali, for example, actively conducts police raids, searching for smokers in public
places who will be punished accordingly under Regional Regulation (Perda) Number 10/2011.
The capital city of Indonesia, Jakarta, also has Governor Regulation Number 50/2012, which
bans public smoking. By the end of review period the government is still preparing several
regulations to support the Governor Regulation, expecting to minimise smoking in public
places.

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WOUND CARE IN INDONESIA -


CATEGORY ANALYSIS
HEADLINES

Posting sales of Rp669 billion in 2014, wound care sees current value growth of 6%
Sticking plasters remain the most common format of wound care in Indonesia
Other wound care products remain difficult to find at end of review period
Hansaplast by Beiersdorf continues to lead wound care in 2014 with 74% share
Wound care expected to see zero constant value CAGR over forecast period

TRENDS

Wound care posted value sales of Rp669 billion in 2014, driven solely by sales of sticking
plasters. Sticking plasters are highly common in Indonesia as they are widely available in
various retail outlets and have extensive geographic penetration up to remote areas.
Traditional retail outlets such as warungs usually sell sticking plasters per piece (strip),
making the product very affordable even for the low-income consumers.
Sticking plasters remained the key driver of wound care in 2014 as sales of other wound care
continued to be negligible up to the end of the year. Bandages, gauze and surgical tapes are
uncommon in homes, and only needed in an emergency. Nonetheless, consumers who have
deep cuts or other severe wounds usually go to a hospital, where their wound is stitched and
they are given bandages, gauze or surgical tape. As hospital sales are not included in
Euromonitor Internationals research for consumer health products, sales of other wound care
remained insignificant at the end of 2014.
Sticking plaster volume growth continued to slow towards the end of the period, resulting in a
slowdown in the growth rate in 2014. This was due to the maturity of the category and
geographic penetration of the product among consumers with different income levels in
Indonesia.

COMPETITIVE LANDSCAPE

Hansaplast from Beiersdorf continued to dominate sticking plasters with a 74% value share in
2014. The impressive performance was attributable to its longstanding presence in the
country, resulting in a strong brand image. The company also conducted active marketing
campaigns, including television and radio commercials, and advertisements in printed media
such as health and family magazines. Moreover, leveraging the companys extensive
distribution network, Hansaplast enjoyed wide availability in chemists/pharmacies,
hypermarkets, supermarkets, convenience stores as well as in small traditional retail outlets
such as warungs. The company also offers sticking plasters with cartoon images for children,
such as Disney Princess and Winnie the Pooh.
A local brand of sticking plasters, Amanplast from Abacus Jaya, managed to retain its second
place in 2014 with a 17% value share. This brand largely targets lower- to middle-income

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consumers and is mostly found in traditional retail outlets at affordable prices. Amanplast
enjoyed an improving performance thanks to its rising popularity in rural areas where
consumers are price-sensitive.
Foreign brands, marked by the clear leadership of Hansaplast, continued to have a strong
foothold in wound care in Indonesia. Amanplast, a domestic player, witnessed rising
popularity over the review period due to its affordability among lower-income consumers.

PROSPECTS

Over the forecast period wound care in Indonesia is expected to remain driven by sticking
plasters. Due to the wide availability of products in a variety of retail channels, including
modern stores, such as chemists/pharmacies, hypermarkets, supermarkets and convenience
stores, as well as traditional retail outlets such as independent grocery stores and warungs.
As sales of other wound care are still too small to be quantifiable, sales of wound care will
remain equivalent to sticking plasters over the forecast period.
Manufacturers in wound care still actively innovate and provide added value in their products.
For example, Hansaplast offers transparent plasters for those concerned with their
appearance. It also has products for children with popular character images, such as Disney
Princess and Cars. However, products with added value will remain limited to high-income
groups and their availability is limited to modern retail outlets in major cities.

CATEGORY DATA
Table 52 Sales of Wound Care by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

First Aid Kits - - - - - -


Gauze, Tape and Other - - - - - -
Wound Care
Sticking Plasters/ 514.5 545.4 575.3 604.1 631.3 669.1
Adhesive Bandages
Wound Care 514.5 545.4 575.3 604.1 631.3 669.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 53 Sales of Wound Care by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

First Aid Kits - - -


Gauze, Tape and Other Wound Care - - -
Sticking Plasters/Adhesive Bandages 6.0 5.4 30.1
Wound Care 6.0 5.4 30.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

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Table 54 NBO Company Shares of Wound Care: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Beiersdorf Indonesia PT 75.5 75.0 74.5 74.0 73.7


Abacus Jaya PT 14.5 15.5 16.5 17.0 17.1
Mahakam Beta Farma PT 5.2 5.0 4.8 5.0 5.2
Smith & Nephew - - - - -
Healthcare PT
Others 4.8 4.5 4.2 4.0 4.0
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

Table 55 LBN Brand Shares of Wound Care: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Hansaplast Beiersdorf Indonesia PT 75.0 74.5 74.0 73.7


Amanplast Abacus Jaya PT 15.5 16.5 17.0 17.1
Betadine Mahakam Beta Farma PT 5.0 4.8 5.0 5.2
Tensoplast Smith & Nephew - - - -
Healthcare PT
Others 4.5 4.2 4.0 4.0
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

Table 56 Forecast Sales of Wound Care by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

First Aid Kits - - - - - -


Gauze, Tape and Other - - - - - -
Wound Care
Sticking Plasters/ 669.1 666.4 664.4 663.1 662.4 661.8
Adhesive Bandages
Wound Care 669.1 666.4 664.4 663.1 662.4 661.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 57 Forecast Sales of Wound Care by Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

First Aid Kits - - -


Gauze, Tape and Other Wound Care - - -
Sticking Plasters/Adhesive Bandages -0.1 -0.2 -1.1

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Wound Care -0.1 -0.2 -1.1


Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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SPORTS NUTRITION IN INDONESIA -


CATEGORY ANALYSIS
HEADLINES

Value growth of sports nutrition remains robust at 17% to reach Rp425.5 billion in 2014
Growing product awareness helps to increase growth
Non-protein products lead sports nutrition with 17% current value growth in 2014
Imported brand Twinlab remains leader with local brand L-Men closing gap
Sports nutrition predicted to see 8% constant value CAGR over forecast period

TRENDS

In 2014 consumer awareness of sports nutrition products, largely driven by increased


awareness of health and appearance, particularly among urban males. These products are
widely available in various gyms/fitness centres, which mushroomed in major cities by the end
of the review period. Fitness centres such as Celebrity Fitness, Gold's Gym, Fitness VIP and
Fitness First, continue to expand their presence in the prestigious shopping centres in
Jakarta, Surabaya, and other large cities. More independent gyms also became established in
smaller towns, also helping to expand the distribution of sports nutrition products.
Sports nutrition witnessed dynamic double-digit growth of 17% in current value terms. In
addition to the growing presence of the gyms/fitness centres, sports nutrition growth was
stimulated by active promotional activities by the leading manufacturers. Products are
generally advertised in fitness and health magazines, such as Men's Health, Muscle and
REPS. For example, Nutrifood, a local player with the brand of L-Men, continued to use
television advertising to promote its products and ensure greater brand awareness.
Product segmentation based on age and sex remain foreign concepts in the field of sports
nutrition in Indonesia. Sports nutrition products are generally segmented by the level of
consumer activity. L-Men, for example, divides its products into three different formulas: basic,
regular and advanced. The basic and regular formulas are positioned for those who exercise
less than three times per week. On the other hand, the advanced formula is perfect for those
with an intensive exercise schedule of more than three times per week.
The majority of protein products are available in powder format in various flavours, such as
chocolate, vanilla or cappuccino. The protein bars and RTD formats are relatively limited, with
the L-Men brand by Nutrifood the leading brand in these categories.

COMPETITIVE LANDSCAPE

Imported brand Twinlab maintained its leadership in sports nutrition with a value share of 21%
in 2014. Twinlab is most popular among Indonesian people who perform strenuous exercises,
especially bodybuilders. This growth was due to the proliferation of gyms/fitness centres
towards the end of the period, which is one of the main distribution channels for Twinlab.

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Twinlab is also available in modern chemists/pharmacies such as Century or Guardian, with


higher prices than local brands such as L-Men.
As it has a longstanding presence in the field of sports nutrition, imported products continued
to grow over the review period. Sports nutrition was considered niche category because only
a small percentage of Indonesians are interested in body building. Nutrifood is the only local
player to stand out in sports nutrition, characterised by the well-known brand of L-Men. L-Men
is also the only brand available in the RTD format, widely sold in modern grocery stores and
chemists/pharmacies. Until the end of the review period the company was the only player in
sports nutrition to advertise its products on television.
While Nutrifood engaged in integrated marketing campaigns involving both above- and below-
the-line promotions, other companies in sports nutrition remained focused on advertising in
printed media. As the majority are imported brands, their promotional efforts were limited,
mostly to fitness and health magazines such as Mens Health, Fitness for Men and Mens
Fitness.
Towards the end of the review period distribution channels for sports nutrition covered a wide
range of retail channels. As a leading domestic player Nutrifood with L-Men enjoys wide
distribution coverage. Products can generally be found in hypermarkets, supermarkets,
convenience stores and leading chemists/pharmacies in large cities in Indonesia. In addition,
L-Men products are much cheaper than foreign brands. This is one way to compete with
private label products.

PROSPECTS

Consumer awareness of sports nutrition products is likely to grow rapidly. Growth will be
stimulated by the availability of a variety of health and fitness magazines targeting men, and
providing better information on brands of sports nutrition. In addition, the development of
gyms/fitness centres is expected to increase over the forecast period, with more established
outlets in major cities in Indonesia. Gyms, such as Celebrity Fitness, Golds Gym and Fitness
First are likely to expand their presence in major cities in Indonesia, opening new branch
offices in prestigious shopping centres.
One of the potential threats to sports nutrition over the forecast period is the limited consumer
base of sports nutrition itself. Sales of these products in Indonesia remain concentrated
among hard-core gym enthusiasts.
The second-leading player, Nutrifood, is likely to make a major investment into marketing
campaigns, including television advertisements, large-scale events, social networking and in-
store promotions. The company is also expected to introduce variants of L-Men products. L-
Men will also enjoy a wider range of distribution and increased availability in various cities in
Indonesia.

CATEGORY DATA
Table 58 Sales of Sports Nutrition by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Protein Products 70.1 80.6 95.5 110.7 127.0 146.7


- Protein Bars 3.5 4.0 5.4 7.1 8.8 10.5

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- Powder 66.5 76.7 88.9 102.3 116.6 134.1


- RTD - - 0.8 1.0 1.3 1.6
- Other Protein - - 0.3 0.3 0.4 0.5
Non-Protein Products 127.0 147.9 173.1 203.4 238.0 278.8
Sports Nutrition 197.1 228.6 268.6 314.1 365.0 425.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 59 Sales of Sports Nutrition by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Protein Products 15.5 15.9 109.4


- Protein Bars 20.0 24.4 197.6
- Powder 15.0 15.1 101.6
- RTD 27.8 - -
- Other Protein 18.2 - -
Non-Protein Products 17.2 17.0 119.6
Sports Nutrition 16.6 16.6 116.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 60 NBO Company Shares of Sports Nutrition: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Twinlab Corp 18.5 18.6 19.9 21.1 21.3


Nutrifood Indonesia PT 15.4 17.2 18.0 18.5 18.5
Ultimate Nutrition 16.0 16.1 17.2 17.8 18.0
Universal Nutrition Inc 14.5 13.7 14.2 14.5 14.7
Guna Nutrindo Sehat PT 3.5 3.8 4.3 4.6 4.7
Others 32.1 30.6 26.4 23.4 22.9
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

Table 61 LBN Brand Shares of Sports Nutrition: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Twinlab Twinlab Corp 18.6 19.9 21.1 21.3


L-Men Nutrifood Indonesia PT 17.2 18.0 18.5 18.5
Ultimate Ultimate Nutrition 16.1 17.2 17.8 18.0
Universal Universal Nutrition Inc 13.7 14.2 14.5 14.7
GNC Guna Nutrindo Sehat PT 3.8 4.3 4.6 4.7
Others 30.6 26.4 23.4 22.9
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

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Table 62 Forecast Sales of Sports Nutrition by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Protein Products 146.7 158.3 169.9 181.7 193.3 204.9


- Protein Bars 10.5 11.6 12.7 13.8 14.8 15.8
- Powder 134.1 144.2 154.2 164.3 174.1 183.7
- RTD 1.6 1.9 2.4 2.9 3.6 4.5
- Other Protein 0.5 0.5 0.6 0.7 0.8 0.9
Non-Protein Products 278.8 305.3 332.8 361.1 390.0 419.2
Sports Nutrition 425.5 463.6 502.7 542.7 583.3 624.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 63 Forecast Sales of Sports Nutrition by Category: % Value Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Protein Products 6.0 6.9 39.7


- Protein Bars 6.5 8.4 49.6
- Powder 5.5 6.5 37.0
- RTD 25.0 23.0 181.4
- Other Protein 16.0 14.0 92.5
Non-Protein Products 7.5 8.5 50.3
Sports Nutrition 7.0 8.0 46.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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VITAMINS AND DIETARY


SUPPLEMENTS IN INDONESIA -
CATEGORY ANALYSIS
HEADLINES

Sales of vitamins and dietary supplements reach Rp16.2 trillion in 2014, registering current
value growth of 16%
Growing health concerns lead to faster volume growth
Paediatric vitamins and dietary supplements see highest current value growth of 19% in 2014
Kalbe Farma leads with 8% value share in 2014
Vitamins and dietary supplements expected to post 9% constant value CAGR over forecast
period

TRENDS

Increased awareness of preventive medicine, especially among high-income consumers,


continues to help accelerate value sales of vitamins and dietary supplements in 2014.
Marketing activities undertaken by players in vitamins and dietary supplements, including
manufacturers, chemists/pharmacies and other retail outlets, helping to improve the coverage
of vitamins and dietary supplements in Indonesia. Preventive action is also increasingly
affected by unpredictable weather, which can lower immunity and raise incidents of colds and
flu.
The majority of Indonesian people are still living below the poverty line and have limited
income to support the day-to-day life, and consequently lack the disposable income to buy
vitamins and dietary supplements. Therefore, through 2014 there were no public health
initiatives to promote the use of vitamins and dietary supplements in Indonesia. Even so,
more Indonesians are increasingly aware of preventative methods to avoid disease because
the cost of treatment and visiting doctors is increasing.
Vitamins and dietary supplements witnessed strong current value growth of 16% in 2014, due
to increased health awareness among high-income consumers. They are aware of the
benefits of taking vitamins and dietary supplements. Dynamic growth is also due to the active
marketing activities of manufacturers, including television commercials, print ads, and
celebrity endorsement.
Paediatric products saw the fastest growth in terms of the current value of vitamins and
dietary supplements in 2014, rising by 19%. With such dynamic growth, the category helped
to push the overall strong performance of vitamins and dietary supplements. Manufacturers
also play a major role given intensive promotional efforts in the mass media. Retailers such as
chemists/pharmacies and modern stores also have regular promotions, such as discounts
and advertisements in weekly catalogues.
The rapid expansion of modern retail outlets also helped to accelerate the growth of vitamins
and dietary supplements. With hypermarkets and convenience stores established in smaller
cities in Indonesia, consumers have easier access to such products. Riding on the trend,
vitamins and dietary supplements may have deeper penetration in untapped regions.

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VITAMINS

Vitamins are becoming increasingly popular among the people of Indonesia due to the
availability of more brands in a variety of retail outlets, such as the Fatigon brand from Kalbe
Farma. Awareness is also stimulated by marketing campaigns implemented by
manufacturers.
Vitamins demonstrated an impressive performance, with 17% current value growth in 2014.
This was due to increased public awareness of health issues, unpredictable weather and
intensive promotional efforts by manufacturers, including advertising and new product
launches. Vitamin C witnessed the fastest growth in 2014, with a current value terms increase
of 18%. Thanks to promotional efforts by companies, vitamin C is the most popular type of
single vitamin in Indonesia.
Up to the end of 2014 there was no subsidy by the Indonesian Government for vitamins. The
new social security system, SJSN (National Social Security System) will commence in 2015,
but will not include vitamins, only medicines, doctors visits and hospital charges.
In terms of actual sales value, multivitamin remained the largest contributor to the total sales
value of vitamins in 2014, representing almost 55% of vitamins value, driving category
performance. The huge base value of sales is due to multiple benefits and the ease with
which just one tablet can provide several vitamins.
In Indonesia most multivitamins, especially those produced by local manufacturers, are not
specific to consumer age or gender. The majority of multivitamins are intended for public
health. Some imported brands, such as Nature Plus, Wellness and Natural Health, meet the
needs of different consumers, such as bones, joints, pregnancy, and others. However, this
limits distribution to chained chemists/pharmacies in urban areas as these products are
generally more expensive.
Paediatric vitamins and dietary supplements witnessed double-digit growth in current value
terms of 19% in 2014. Growth is due to intensive marketing efforts by leading companies such
as the Curcuma Plus brand by Soho Pharmaceutical Industry. Chemists/pharmacies also help
to improve the performance of the category by regularly releasing promotional catalogues for
these products, and especially by offering attractive discounts. Paediatric multivitamins in
chewable gummies format, with a flavour that resembles cotton candy, remain popular among
children. In June 2014 Kalbe Farma issued Cerebrofort Marine Gummy for children.

DIETARY SUPPLEMENTS

Increasing health awareness greatly supported dietary supplements performance over the
review period. Manufacturers and retailers have also made efforts to increase interest in the
methods of prevention. Chemists/pharmacies, such as Guardian and Century, usually have
promotional girls for a particular brand, who promote products while also educating
consumers of the benefits of dietary supplements. These modern retailers also regularly
provide discounts or other promotions in-store, as well as promotions in their weekly
catalogues.
Dietary supplements saw growth of 15% in 2014. Dynamic growth remains supported by high-
income consumers because these products are considered less important by low-income
consumers. Given the economic slowdown due to rising inflation and the weakening of the
rupiah, low-income consumers tend to focus on their basic needs.

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Omega-3-6-9 remained the fastest growing category in dietary supplements in 2014, posting
current value growth of 24%. These products saw an increase in consumption due to the
increasing awareness of the perceived benefits. Some benefits of consuming omega-3-6-9 on
a regular basis include a lower risk of cardiovascular illness, Alzheimers disease,
osteoporosis as well as preventing asthma and relieving early symptoms of arthritis.
Combination dietary supplements continued to be strongly dominated by herbal dietary
supplements. In Indonesia, male-specific dietary supplements are the most popular types of
combination herbal dietary supplements with the extensive availability of jamu products.
Having a longstanding presence in Indonesia, these traditional products are widely popular
among low-income males due to their affordability. Most of these male-specific jamu products
are mainly positioned as aphrodisiacs.
Posting current value growth of 8% in 2014, the growth of tonics and bottled nutritive drinks
was considered slow because most categories of vitamins and dietary supplements recorded
double-digit growth. In tonics and bottled nutritive drinks only a few brands maintain their
popularity because many consumers prefer to consume vitamins and dietary supplements in
tablet or capsule form, as this is considered more practical. One of the leading players in the
tonics and bottled nutritive drinks, Sido Muncul, launched another variant of the product, Kuku
Bima Ener-gplus Vitamin C, in mid-2013.

COMPETITIVE LANDSCAPE

Kalbe Farma led vitamins and dietary supplements in 2014 with a value share of 8%. The
company carries a wide range of leading brands, including Fatigon, Cerebrovit and Xon-ce.
Kalbe Farma benefits from extensive distribution coverage and ensures national availability in
a variety of retail channels. Promotional campaigns and affordable pricing also help to
encourage purchases, as well as increasing awareness of the importance of taking vitamins
and dietary supplements as a preventive measure.
Led by domestic company Kalbe Farma, the majority of players leading vitamins and dietary
supplements in 2014 are local players, namely Tempo Scan Pacific and direct sales company
Citra Nusa Insan Cemerlang. Products of domestic manufacturers are generally more
affordable and attractive to wider segment revenue. While imported brands are generally
more expensive and target upper-income consumers.
Sangobion Feminine by Merck Tbk and Cerebrofort Marine Gummy by Kalbe Farma Tbk were
two new launches in 2014. They are widely available in various retail outlets, including
hypermarkets, supermarkets, convenience stores and chemists/pharmacists. These two local
companies already have a strong brand image and active promotion in mass media. Imported
brands are more dependent on promotion in pharmacies/chemists and availability is limited to
a few retail stores only.
Until the end of 2014 private label vitamins and dietary supplements remained negligible.
Most of the leading brands of vitamins and dietary supplements are standard brands from
multinational companies and domestic players, which can generally be found in modern and
traditional retail outlets. Some imported premium brands, such as Nature Plus and Wellness,
have limited availability in Guardian and Century. As they have higher prices, those brands
target the upper-income segment.

PROSPECTS

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City dwellers, especially the middle class, are likely to have better information regarding the
health problems arising from too hectic and unhealthy lifestyles, such as diabetes, high
cholesterol and high blood pressure. This will encourage consumers to prevent disease by
taking vitamins and dietary supplements on a regular basis. Increased awareness will be
supported by the intense efforts of manufacturers, retailers, doctors and the media.
Vitamins and dietary supplements are expected to post a constant value CAGR of 9% over
the forecast period. These products still have great potential because many Indonesian
people from low-income demographics still do not realise the importance of taking vitamins
and dietary supplements.
One of the potential forecast threats to the growth of vitamins and dietary supplements comes
from functional foods and drinks. Towards the end of review period these products saw rising
popularity as consumers appreciate their good taste and high quantities of vitamins and
calcium. The rapid expansion of modern grocery retailers may also intensify the competition
as functional food and drinks may have a broader consumer base. Calcium supplements face
competition from calcium-fortified powder milk brands such as Anlene, which is heavily
promoted in the mass media. Another major threat is also faced by vitamin C, given
increasing competition from fortified drinks such as You C 1000, which claims to contain
500mg of vitamin C.
The majority of the leading manufacturers of vitamins and dietary supplements, especially the
leader Kalbe Farma, will continue their huge investments in marketing activities. This is
because many Indonesian people are still unaware of the safety precautions, requiring
intensive promotional activities to educate consumers and build stronger brand awareness.

CATEGORY DATA
Summary 13 Dietary Supplements: Brand Ranking by Positioning 2014
Positioning Brand ranking Brand
Beauty 1 Nourish Skin
2 CNI Progene
3 Sea-Quill Silk Skin
Bone 1 Calcium D Redoxon
2 CDR Fortos
3 Protecal
Digestive 1 CNI Sun Chlorella
2 CNI BioPlus
3 Tianshi Double Cellulose
Energy 1 Sea-Quill Royal Jelly
2 CNI Sun Eleuthero
3 CNI DMG
Eye Health 1 Sea-Quill Eye Bright
2 Tiens Zinc Capsules
General Health 1 Scotts Emulsion
2 Sangobion

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3 Elken Spirulina
Heart Health 1 Natures Blessing Garlic
2 Garlicia
3 CNI DMG
Immune System 1 Tahitian Noni
2 Pacekap
3 Imboost
Joint 1 CNI Narish
2 Sea-Quill Glucosamine Plus
3 Tianshi Bone Treasure
Liver Health 1 Nutrilite Liver Health
Memory Health 1 Cerebrovit Ginkgo Biloba
2 Natures Blessing Memory
3 Sea-Quill Ginkgo Biloba
Men's Health 1 Kuku Bima
2 Pil Kita
3 Sehat Lelaki
Mood/Relaxing 1 Sea-Quill Melatonin
2 High-Desert Melatonin
3 Tianshi Sweet Dreams
Sexual Health 1 Kuku Bima TL
2 NEO Hormoviton
3 Tripoten
Women's Health 1 Nutrilite Herbals Primrose
Plus
2 Sangobion Feminine
Source: Euromonitor International

CATEGORY DATA
Table 64 Sales of Vitamins and Dietary Supplements by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Dietary Supplements 3,575.9 3,984.3 4,484.7 5,088.9 5,795.8 6,655.3


- Combination Dietary 1,220.5 1,403.6 1,635.2 1,913.2 2,248.0 2,670.0
Supplements
- Herbal/Traditional 2,343.3 2,567.5 2,854.2 3,207.5 3,622.3 4,123.2
Dietary Supplements
-- Combination Herbal/ 909.3 1,038.7 1,201.9 1,396.6 1,629.8 1,922.4
Traditional Dietary

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Supplements
-- Echinacea 43.3 47.0 51.5 56.6 62.6 69.6
-- Evening Primrose Oil 3.3 3.5 3.8 4.2 4.7 5.1
-- Garlic 31.8 33.1 35.4 38.4 41.9 45.4
-- Ginkgo Biloba 45.6 47.9 51.5 55.6 60.3 65.6
-- Ginseng 0.6 0.6 0.7 0.7 0.7 0.7
-- St John's Wort - - - - - -
-- Other Herbal/ 1,309.4 1,396.7 1,509.5 1,655.3 1,822.3 2,014.3
Traditional Dietary
Supplements
- Non-Herbal/ 1,232.6 1,416.9 1,630.5 1,881.4 2,173.6 2,532.1
Traditional Dietary
Supplements
-- Co-Enzyme Q10 7.9 8.4 9.0 9.7 10.6 11.7
-- Combination Non- 311.2 364.9 433.3 516.6 618.2 747.6
Herbal/Traditional
Dietary Supplements
-- Eye Health Supplements - - - - - -
-- Fish Oils/Omega 153.3 184.3 221.4 268.0 323.9 389.7
Fatty Acids
-- Glucosamine 8.1 8.6 9.3 10.2 11.1 12.2
-- Minerals 577.4 666.5 764.1 874.3 997.8 1,149.5
-- Probiotic Supplements 10.3 10.9 11.5 12.1 12.6 13.5
-- Protein Supplements 2.5 2.6 2.6 2.7 2.7 2.8
-- Other Non-Herbal/ 161.7 170.7 179.3 187.9 196.6 205.1
Traditional Dietary
Supplements
Paediatric Vitamins and 1,010.1 1,167.3 1,367.0 1,615.0 1,913.8 2,283.2
Dietary Supplements
Tonics and Bottled 287.0 299.9 317.9 340.2 365.7 395.0
Nutritive Drinks
Vitamins 3,341.4 3,793.1 4,370.5 5,070.6 5,902.6 6,876.3
- Multivitamins 1,897.1 2,124.8 2,422.3 2,785.6 3,217.4 3,718.5
- Single Vitamins 1,444.3 1,668.3 1,948.2 2,285.0 2,685.2 3,157.9
-- Vitamin A - - - - - -
-- Vitamin B 367.7 421.0 488.3 561.6 643.0 743.2
-- Vitamin C 833.7 963.0 1,126.7 1,329.5 1,575.4 1,862.8
-- Vitamin D - - - - - -
-- Vitamin E 242.9 284.3 333.2 393.9 466.8 551.9
-- Other Single Vitamins - - - - - -
Vitamins and Dietary 8,214.4 9,244.6 10,540.1 12,114.6 13,977.9 16,209.8
Supplements
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 65 Sales of Vitamins and Dietary Supplements by Category: % Value Growth


2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Dietary Supplements 14.8 13.2 86.1


- Combination Dietary Supplements 18.8 16.9 118.8
- Herbal/Traditional Dietary Supplements 13.8 12.0 76.0
-- Combination Herbal/Traditional 18.0 16.2 111.4
Dietary Supplements
-- Echinacea 11.3 10.0 60.7
-- Evening Primrose Oil 9.9 9.3 55.9

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-- Garlic 8.4 7.4 42.7


-- Ginkgo Biloba 8.7 7.5 43.7
-- Ginseng 4.4 3.5 18.6
-- St John's Wort - - -
-- Other Herbal/Traditional Dietary 10.5 9.0 53.8
Supplements
- Non-Herbal/Traditional Dietary 16.5 15.5 105.4
Supplements
-- Co-Enzyme Q10 10.2 8.0 47.2
-- Combination Non-Herbal/Traditional 20.9 19.2 140.2
Dietary Supplements
-- Eye Health Supplements - - -
-- Fish Oils/Omega Fatty Acids 20.3 20.5 154.2
-- Glucosamine 9.7 8.4 49.9
-- Minerals 15.2 14.8 99.1
-- Probiotic Supplements 6.9 5.6 31.2
-- Protein Supplements 3.3 2.2 11.6
-- Other Non-Herbal/Traditional 4.3 4.9 26.8
Dietary Supplements
Paediatric Vitamins and Dietary 19.3 17.7 126.0
Supplements
Tonics and Bottled Nutritive Drinks 8.0 6.6 37.6
Vitamins 16.5 15.5 105.8
- Multivitamins 15.6 14.4 96.0
- Single Vitamins 17.6 16.9 118.6
-- Vitamin A - - -
-- Vitamin B 15.6 15.1 102.1
-- Vitamin C 18.2 17.4 123.4
-- Vitamin D - - -
-- Vitamin E 18.2 17.8 127.2
-- Other Single Vitamins - - -
Vitamins and Dietary Supplements 16.0 14.6 97.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 66 Sales of Multivitamins by Positioning: % Value 2009-2014

% retail value rsp


2009 2010 2011 2012 2013 2014

Elderly 0.7 0.7 0.7 0.8 0.9 1.0


Other Multivitamins 99.3 99.3 99.3 99.2 99.1 99.0
Positioning
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
Note: 2014 data is provisional and based on part-year estimates.

Table 67 Sales of Dietary Supplements by Positioning: % Value 2009-2014

% retail value rsp


2009 2010 2011 2012 2013 2014

Beauty 7.5 8.0 8.5 9.0 9.5 10.0


Bone 12.7 13.4 13.7 14.0 14.3 14.5
Digestive 7.0 6.5 6.0 5.5 5.0 4.5

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General Health 21.5 21.0 20.5 20.0 20.0 20.0


Heart Health 7.5 7.7 8.0 8.2 7.5 7.0
Immune System 8.0 7.8 7.5 7.2 7.0 6.8
Joint 0.3 0.3 0.2 0.2 0.2 0.2
Memory Health 4.5 4.2 4.0 3.8 3.5 3.2
Mood/Relaxing 0.3 0.2 0.2 0.2 0.2 0.2
Sexual Health 13.5 14.0 14.5 15.0 15.2 15.4
Other Dietary 17.4 17.0 16.8 16.9 17.6 18.2
Supplement Positioning
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
Note: 2014 data is provisional and based on part-year estimates.

Table 68 NBO Company Shares of Vitamins and Dietary Supplements: % Value 2010-
2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Kalbe Farma Tbk PT 7.1 7.5 7.7 8.0 8.1


Tempo Scan Pacific Tbk PT 6.9 6.6 6.5 6.4 6.3
Bayer Indonesia PT 5.3 5.4 5.5 5.6 5.7
Citra Nusa Insan 6.4 5.9 5.5 5.1 4.9
Cemerlang PT
Merck Tbk PT 3.5 3.5 3.4 3.3 3.3
Soho Industri Pharmasi PT 2.6 2.8 2.9 3.1 3.2
Darya-Varia Laboratoria 2.6 2.7 2.8 3.0 3.1
Tbk PT
K-Link Indonesia PT 2.6 2.6 2.7 2.7 2.7
Amindoway Jaya PT 3.0 2.8 2.7 2.5 2.3
Sido Muncul PT 2.4 2.3 2.3 2.2 2.3
Indocare Citrapasific PT 1.9 2.0 2.1 2.2 2.2
Dexa Medica PT 1.7 1.8 1.9 2.1 2.1
Bernofarm PT 2.0 2.0 2.0 2.0 2.0
Sea Quill Co 1.3 1.3 1.4 1.4 1.4
Sanbe Farma PT 1.3 1.4 1.4 1.3 1.3
Medifarma Laboratories 1.2 1.2 1.3 1.3 1.3
Inc PT
Indofarma (Persero) Tbk 1.5 1.4 1.4 1.3 1.3
PT
Nusa Selaras Indonesia PT 0.7 1.0 1.1 1.2 1.3
Konimex Pharmaceutical 0.9 1.0 1.0 1.1 1.1
Laboratories PT
Saka Farma PT 1.4 1.3 1.3 1.2 1.1
Sterling Products 1.0 1.0 0.9 0.9 1.0
Indonesia PT
Takeda Indonesia PT 1.0 0.9 0.9 0.8 0.8
Pharos Indonesia PT 0.9 0.8 0.8 0.8 0.7
Tahitian Noni 0.9 0.8 0.8 0.8 0.7
International Indonesia
PT
Prafa PT 0.9 0.8 0.8 0.7 0.7
Novell Pharmaceutical 0.6 0.6 0.6 0.6 0.6
Laboratories PT
Herbalife Indonesia PT 0.4 0.4 0.4 0.4 0.5
Twinlab Corp 0.5 0.5 0.5 0.5 0.5
Singa Langit Jaya PT 0.8 0.7 0.6 0.5 0.4
Matolindo Primantara PT 0.6 0.6 0.5 0.5 0.4

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Others 36.3 36.5 36.6 36.8 36.7


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

Table 69 LBN Brand Shares of Vitamins and Dietary Supplements: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Fatigon Kalbe Farma Tbk PT 4.9 5.0 5.2 5.3


Hemaviton Tempo Scan Pacific Tbk PT 5.3 5.2 5.1 5.0
Redoxon Bayer Indonesia PT 4.1 4.3 4.4 4.5
CNI Citra Nusa Insan 5.3 4.9 4.6 4.5
Cemerlang PT
Natur-E Darya-Varia Laboratoria 2.6 2.8 2.9 3.0
Tbk PT
Curcuma Soho Industri Pharmasi PT 2.3 2.5 2.7 2.8
K-Link K-Link Indonesia PT 2.6 2.7 2.7 2.7
Cerebrofort Kalbe Farma Tbk PT 2.2 2.3 2.4 2.5
Nutrilite Amindoway Jaya PT 2.8 2.7 2.5 2.3
Holisticare Indocare Citrapasific PT 2.0 2.1 2.2 2.2
Stimuno Dexa Medica PT 1.8 1.9 2.1 2.1
Biolysin Bernofarm PT 2.0 2.0 2.0 2.0
Kuku Bima Sido Muncul PT 1.3 1.3 1.4 1.5
Neurobion Merck Tbk PT 1.5 1.5 1.4 1.5
Sea-Quill Sea Quill Co 1.3 1.4 1.4 1.4
Enervon-C Medifarma Laboratories 1.2 1.3 1.3 1.3
Inc PT
Pharmanex Nusa Selaras Indonesia PT 1.0 1.1 1.2 1.3
Protecal Konimex Pharmaceutical 1.0 1.0 1.1 1.1
Laboratories PT
Sakatonik Saka Farma PT 1.3 1.2 1.2 1.1
Neurosanbe Sanbe Farma PT 1.0 1.0 1.0 1.1
Indofarma Indofarma (Persero) Tbk PT 1.1 1.0 1.0 1.0
Scott's Emulsion Sterling Products 1.0 0.9 0.9 1.0
Indonesia PT
Sangobion Merck Tbk PT 1.0 0.9 0.9 0.9
Vitacimin Takeda Indonesia PT 0.9 0.9 0.8 0.8
Igastrum Pharos Indonesia PT 0.8 0.8 0.8 0.7
Tahitian Noni Tahitian Noni 0.8 0.8 0.8 0.7
International Indonesia PT
Vidoran Tempo Scan Pacific Tbk PT 0.6 0.6 0.7 0.7
Vicee Prafa PT 0.8 0.8 0.7 0.7
Berocca Bayer Indonesia PT 0.5 0.5 0.5 0.6
Tonikum Bayer Bayer Indonesia PT 0.6 0.6 0.5 0.5
Others 44.4 44.0 43.8 43.4
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

Table 70 LBN Brand Shares of Vitamins: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Fatigon Kalbe Farma Tbk PT 11.6 11.8 12.3 12.4

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CONSUMER HEALTH IN INDONESIA Passport 78

Hemaviton Tempo Scan Pacific Tbk PT 12.7 12.4 12.0 11.7


Redoxon Bayer Indonesia PT 7.5 7.8 8.1 8.3
CNI Citra Nusa Insan 8.8 8.2 7.7 7.5
Cemerlang PT
Natur-E Darya-Varia Laboratoria 6.3 6.6 6.8 7.0
Tbk PT
Holisticare Indocare Citrapasific PT 4.8 4.9 5.1 5.3
Neurobion Merck Tbk PT 3.6 3.5 3.4 3.4
Enervon-C Medifarma Laboratories 3.0 3.0 3.1 3.0
Inc PT
Neurosanbe Sanbe Farma PT 2.5 2.5 2.5 2.5
Nutrilite Amindoway Jaya PT 2.1 2.1 2.0 1.8
Vitacimin Takeda Indonesia PT 2.3 2.0 1.8 1.8
Vicee Prafa PT 2.0 1.8 1.6 1.6
Berocca Bayer Indonesia PT 1.2 1.2 1.3 1.3
Bion 3 Merck Tbk PT 0.7 0.7 0.8 0.8
Evion Merck Tbk PT 0.7 0.7 0.7 0.7
Supradyn Bayer Indonesia PT 0.4 0.4 0.3 0.3
Elkana Sanbe Farma PT 0.4 0.4 0.3 0.3
Surbex Abbott Indonesia PT 0.4 0.3 0.3 0.3
Cerebrovit Kalbe Farma Tbk PT 0.3 0.2 0.2 0.2
Folavit Sanbe Farma PT 0.2 0.2 0.2 0.2
Xon-ce Kalbe Farma Tbk PT 0.3 0.2 0.2 0.2
Santa-E Sanbe Farma PT 0.1 0.1 0.1 0.2
Becombion Merck Tbk PT 0.1 0.1 0.1 0.0
Tiens Singa Langit Jaya PT 0.1 0.0 0.0 0.0
Others 27.9 28.4 29.1 29.3
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

Table 71 LBN Brand Shares of Dietary Supplements: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

K-Link K-Link Indonesia PT 6.2 6.4 6.5 6.6


Kuku Bima Sido Muncul PT 3.0 3.1 3.3 3.6
Nutrilite Amindoway Jaya PT 4.1 3.8 3.6 3.5
Sea-Quill Sea Quill Co 3.2 3.3 3.4 3.4
CNI Citra Nusa Insan 3.8 3.6 3.3 3.1
Cemerlang PT
Protecal Konimex Pharmaceutical 2.2 2.4 2.6 2.8
Laboratories PT
Redoxon Bayer Indonesia PT 2.3 2.4 2.4 2.4
Indofarma Indofarma (Persero) Tbk PT 2.5 2.5 2.4 2.4
Pharmanex Nusa Selaras Indonesia PT 1.9 2.1 2.3 2.3
Sangobion Merck Tbk PT 2.3 2.2 2.2 2.1
Tahitian Noni Tahitian Noni 2.0 1.9 1.9 1.8
International Indonesia PT
NEO Hormoviton Tempo Scan Pacific Tbk PT 1.3 1.2 1.2 1.2
Sun Chlorella Citra Nusa Insan 1.5 1.4 1.3 1.2
Cemerlang PT
Herbalife Herbalife Indonesia PT 0.9 1.0 1.1 1.1
Twinlab Twinlab Corp 1.1 1.1 1.1 1.1
Tiens Singa Langit Jaya PT 1.5 1.3 1.1 1.0
Elken Elken Int Indonesia PT 1.0 0.9 0.9 0.9
Nature's Blessing Sido Muncul PT 1.3 1.1 0.9 0.9
Prolacta with DHA Novell Pharmaceutical 0.9 0.8 0.8 0.8

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Laboratories PT
Imboost Soho Industri Pharmasi PT 0.8 0.8 0.8 0.7
High-Desert Harmoni Dinamik 0.7 0.7 0.7 0.7
Indonesia PT
Pacekap Jamu Puspo Internusa PT 0.8 0.7 0.7 0.6
Pil Kita Marguna Tarulaga Apeka 0.6 0.6 0.6 0.6
Farma PT
Prolipid Indofarma (Persero) Tbk PT 0.5 0.5 0.5 0.5
Calcium Sandoz Novartis Biochemie PT 0.5 0.5 0.5 0.4
Cerebrovit Kalbe Farma Tbk PT 0.4 0.4 0.4 0.4
Calcium Sandoz Forte Novartis Biochemie PT 0.3 0.3 0.3 0.4
Nature's World Kompak Indopola PT 0.5 0.4 0.4 0.3
Oralit-200 Indofarma (Persero) Tbk PT 0.2 0.2 0.2 0.2
X-Gra Phapros (Persero) Tbk PT 0.3 0.3 0.2 0.2
Others 51.2 51.8 52.4 52.8
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

Table 72 Forecast Sales of Vitamins and Dietary Supplements by Category: Value


2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Dietary Supplements 6,655.3 7,210.3 7,843.8 8,566.3 9,391.8 10,337.4


- Combination Dietary 2,670.0 2,990.4 3,364.2 3,801.5 4,314.7 4,918.7
Supplements
- Herbal/Traditional 4,123.2 4,437.6 4,809.4 5,259.5 5,786.9 6,419.8
Dietary Supplements
-- Combination Herbal/ 1,922.4 2,138.1 2,388.5 2,691.5 3,041.9 3,462.8
Traditional Dietary
Supplements
-- Echinacea 69.6 73.0 76.6 80.6 85.0 89.9
-- Evening Primrose Oil 5.1 5.4 5.6 5.9 6.2 6.5
-- Garlic 45.4 46.1 46.8 47.5 48.1 48.7
-- Ginkgo Biloba 65.6 66.7 67.8 68.8 69.6 70.3
-- Ginseng 0.7 0.7 0.7 0.7 0.7 0.7
-- St John's Wort - - - - - -
-- Other Herbal/ 2,014.3 2,107.6 2,223.3 2,364.6 2,535.4 2,740.9
Traditional Dietary
Supplements
- Non-Herbal/ 2,532.1 2,772.7 3,034.4 3,306.8 3,604.9 3,917.6
Traditional Dietary
Supplements
-- Co-Enzyme Q10 11.7 12.1 12.7 13.3 14.1 14.9
-- Combination Non- 747.6 852.3 975.6 1,110.0 1,272.8 1,455.9
Herbal/Traditional
Dietary Supplements
-- Eye Health Supplements - - - - - -
-- Fish Oils/Omega 389.7 435.0 479.3 520.9 558.0 588.9
Fatty Acids
-- Glucosamine 12.2 12.6 13.0 13.5 14.0 14.6
-- Minerals 1,149.5 1,239.1 1,331.0 1,424.6 1,519.3 1,614.3
-- Probiotic Supplements 13.5 13.6 13.6 13.6 13.6 13.6
-- Protein Supplements 2.8 2.8 2.7 2.7 2.6 2.6
-- Other Non-Herbal/ 205.1 205.4 206.6 208.2 210.4 212.8
Traditional Dietary
Supplements

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CONSUMER HEALTH IN INDONESIA Passport 80

Paediatric Vitamins and 2,283.2 2,545.8 2,825.8 3,122.5 3,434.8 3,761.1


Dietary Supplements
Tonics and Bottled 395.0 401.3 408.5 416.7 425.8 436.1
Nutritive Drinks
Vitamins 6,876.3 7,510.9 8,195.4 8,935.0 9,736.2 10,607.9
- Multivitamins 3,718.5 4,016.0 4,317.2 4,619.4 4,919.6 5,214.8
- Single Vitamins 3,157.9 3,495.0 3,878.3 4,315.6 4,816.6 5,393.1
-- Vitamin A - - - - - -
-- Vitamin B 743.2 802.6 862.8 923.2 983.2 1,042.2
-- Vitamin C 1,862.8 2,077.0 2,326.2 2,617.0 2,957.2 3,356.5
-- Vitamin D - - - - - -
-- Vitamin E 551.9 615.4 689.2 775.3 876.1 994.4
-- Other Single Vitamins - - - - - -
Vitamins and Dietary 16,209.8 17,668.3 19,273.6 21,040.4 22,988.7 25,142.4
Supplements
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 73 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value


Growth 2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Dietary Supplements 10.1 9.2 55.3


- Combination Dietary Supplements 14.0 13.0 84.2
- Herbal/Traditional Dietary Supplements 10.9 9.3 55.7
-- Combination Herbal/Traditional 13.8 12.5 80.1
Dietary Supplements
-- Echinacea 5.7 5.2 29.1
-- Evening Primrose Oil 5.4 5.0 27.5
-- Garlic 1.2 1.4 7.2
-- Ginkgo Biloba 1.0 1.4 7.2
-- Ginseng -0.1 -0.8 -4.0
-- St John's Wort - - -
-- Other Herbal/Traditional Dietary 8.1 6.4 36.1
Supplements
- Non-Herbal/Traditional Dietary 8.7 9.1 54.7
Supplements
-- Co-Enzyme Q10 6.0 5.0 27.6
-- Combination Non-Herbal/Traditional 14.4 14.3 94.8
Dietary Supplements
-- Eye Health Supplements - - -
-- Fish Oils/Omega Fatty Acids 5.5 8.6 51.1
-- Glucosamine 4.0 3.6 19.3
-- Minerals 6.3 7.0 40.4
-- Probiotic Supplements 0.1 0.2 0.9
-- Protein Supplements -0.9 -1.6 -7.7
-- Other Non-Herbal/Traditional 1.1 0.7 3.7
Dietary Supplements
Paediatric Vitamins and Dietary 9.5 10.5 64.7
Supplements
Tonics and Bottled Nutritive Drinks 2.4 2.0 10.4
Vitamins 9.0 9.1 54.3
- Multivitamins 6.0 7.0 40.2
- Single Vitamins 12.0 11.3 70.8
-- Vitamin A - - -
-- Vitamin B 6.0 7.0 40.2

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CONSUMER HEALTH IN INDONESIA Passport 81

-- Vitamin C 13.5 12.5 80.2


-- Vitamin D - - -
-- Vitamin E 13.5 12.5 80.2
-- Other Single Vitamins - - -
Vitamins and Dietary Supplements 9.4 9.2 55.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

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WEIGHT MANAGEMENT IN
INDONESIA - CATEGORY ANALYSIS
HEADLINES

Weight management sees sales worth Rp3.6 trillion in 2014, up 26%


Diet programmes and other products hamper growth of weight management
Meal replacement slimming registers fastest growth of 45% in 2014
International player Herbalife leads with 46% value share in 2014
Weight management predicted to see constant value CAGR of 13% over forecast period

TRENDS

Towards the end of the review period various health clinics, usually set up in major cities,
offered a variety of weight loss programmes, including acupuncture, detoxification and
liposuction. Such programmes are advertised in print media, offering a faster way to lose
weight. Other drinks which can indirectly reduce weight are also becoming increasingly
popular, such as the fibre drink brand Vegeta, and laxatives such as Laxing.
Weight management saw current value growth of 26% in 2014. This growth was primarily
driven by the largest category meal replacement slimming. This category saw an increase in
popularity because it is considered a healthy way to lose weight compared with weight loss
supplements.
With growth of 45% in current value terms in 2014, meal replacement slimming became the
fastest growing category in weight management. Consumers typically want to lose weight
quickly, so that they are more interested in meal replacement slimming products that are low
in calories and high in fibre.
Up to the end of 2014 there were more and more slimming clinics such as Marie France
Bodyline, Impressions, Bella, and many other independent slimming clinics, especially in large
cities such as Jakarta, Surabaya, Bandung, Semarang and Yogyakarta. Some are located in
shopping malls, aiming to achieve greater visibility. These clinics usually target upper-income
females, offering diet programmes and weight loss services.
The use of smartphone apps to track weight loss is very rare in Indonesia. Although use of
smartphones and tablets is increasing, some consumers are reluctant to use these
applications because it is considered impractical and time-consuming.

COMPETITIVE LANDSCAPE

Herbalife, a global direct-selling company, gained a respectable increase in value sales in


2014 thanks to its popular meal replacement slimming products. The company leads weight
management, holding a 46% value share in 2014. Its Formula 1 Shake claims to contain 19
types of vitamins, plus protein and fibre. The wide popularity was also attributable to the
extensive coverage of sales representatives in Indonesia. The company also has strategic
distribution centres to ensure smooth logistics to its selling points.

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CONSUMER HEALTH IN INDONESIA Passport 83

Local and international brands have a presence that is relatively similar in weight
management in Indonesia in 2014 because they have their respective target markets. Weight
management in Indonesia has a wide range of products at various price levels, appealing to
different income segments. Due to low prices, locally-grown herbal/traditional brands are
popular amongst lower-income consumers. On the other hand, international brands tend to
target high-income consumers, with a world famous brand image.
Herbalife, a leading brand in weight management, benefits from the vast number of national
sales representatives. In 2014 it managed to embrace untapped areas in Eastern Indonesia
by opening a sales centre in Makassar. Other well-known brands in weight management,
namely Merit and Thermolyte Plus, are actively promoted via television commercials and
magazines.

PROSPECTS

Demand for weight management products will continue to rise over the forecast period. With
busy and unhealthy lifestyles most city dwellers do not have enough time to exercise and
often eat unhealthy food. Many consumers are expected to switch to weight management
products to help them lose weight, because they find it difficult to change lifestyle.
There are several threats to the growth of weight management over the forecast period,
including a wide range of products aimed at weight loss and diet programmes. Fibre laxative
drinks will remain a major contender for weight loss supplements. In addition, weight loss
programmes offered by health clinics, detoxification and thermojetics as well as liposuction
will become more popular among the affluent urban women because they offer a faster way to
lose weight.
Over the forecast period consumers are expected to be educated and well informed regarding
the potential side effects of weight management products, such as kidney problems. With
rising concerns, some consumers would prefer a more natural way to lose weight, such as
acupuncture, regular exercise and eating healthily. Companies must continue to actively
conduct promotional activities and use natural ingredients that do not harm consumers
health.

CATEGORY DATA
Table 74 Sales of Weight Management by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Meal Replacement Slimming 106.2 245.4 446.6 799.5 1,259.2 1,825.8


OTC Obesity - - - - - -
Slimming Teas 79.8 91.8 103.7 118.2 135.3 147.7
Weight Loss Supplements 975.9 1,097.9 1,218.7 1,340.5 1,467.9 1,634.0
Other Slimming Products - - - - - -
Weight Management 1,161.9 1,435.1 1,769.0 2,258.2 2,862.4 3,607.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 84

Table 75 Sales of Weight Management by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Meal Replacement Slimming 45.0 76.6 1,618.6


OTC Obesity - - -
Slimming Teas 9.1 13.1 85.1
Weight Loss Supplements 11.3 10.9 67.4
Other Slimming Products - - -
Weight Management 26.0 25.4 210.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 76 NBO Company Shares of Weight Management: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Herbalife Indonesia PT 12.6 21.0 31.3 40.0 46.2


Sari Sehat PT 8.0 7.6 6.8 6.2 5.5
Performance Research 7.3 6.9 6.5 5.9 5.2
Laboratories
Martina Berto PT 6.7 6.3 5.8 5.4 4.8
Mustika Ratu Tbk PT 6.3 6.1 5.6 5.2 4.7
Deltomed Laboratories PT 6.1 5.9 5.3 4.9 4.3
Reborne Pte Ltd 5.0 4.8 4.5 3.8 3.4
Nutrifood Indonesia PT 3.3 3.3 3.1 2.9 2.8
Orindo Alam Ayu PT - - 0.2 0.7 1.3
Jamu Borobudur PT 2.4 2.3 1.5 1.3 1.2
Nusa Selaras Indonesia PT 0.8 1.2 1.3 1.2 1.1
LifePharm Pte Ltd 2.7 2.1 1.5 1.0 0.7
Kalbe Farma Tbk PT 0.9 0.8 0.7 0.7 0.6
Amindoway Jaya PT 0.7 0.6 0.6 0.6 0.5
Singa Langit Jaya PT 0.7 0.6 0.5 0.4 0.3
Sido Muncul PT 0.8 0.6 0.5 0.4 0.3
Phyto Kema Agung Farma PT 0.4 0.4 0.3 0.3 0.2
Mega Products 1.5 0.7 0.3 - -
(Indonesia) Ltd
Nutramerica Corp - - - - -
Others 33.6 28.8 23.5 19.4 16.9
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

Table 77 LBN Brand Shares of Weight Management: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Herbalife Herbalife Indonesia PT 21.0 31.3 40.0 46.2


Merit Sari Sehat PT 7.6 6.8 6.2 5.5
Thermolyte Plus Performance Research 6.9 6.5 5.9 5.2
Laboratories
Sariayu Martina Berto PT 6.3 5.8 5.4 4.8
Mustika Ratu Mustika Ratu Tbk PT 6.1 5.6 5.2 4.7

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CONSUMER HEALTH IN INDONESIA Passport 85

NaturSlim Deltomed Laboratories PT 5.9 5.3 4.9 4.3


Xando Reborne Pte Ltd 4.8 4.5 3.8 3.4
WRP Nutrifood Indonesia PT 3.2 3.0 2.8 2.7
Nutrishake Orindo Alam Ayu PT - 0.2 0.7 1.3
Pharmanex Nusa Selaras Indonesia PT 1.2 1.3 1.2 1.1
Extrim LifePharm Pte Ltd 2.1 1.5 1.0 0.7
Entrasol Kalbe Farma Tbk PT 0.8 0.7 0.7 0.6
Jamu Borobudur Jamu Borobudur PT 1.5 0.8 0.6 0.5
Nutrilite Amindoway Jaya PT 0.3 0.4 0.4 0.3
Pelangi Sido Muncul PT 0.6 0.5 0.4 0.3
Herbalax Phyto Kema Agung Farma PT 0.4 0.3 0.3 0.2
Tiens Singa Langit Jaya PT 0.5 0.4 0.3 0.2
Positrim Amindoway Jaya PT 0.2 0.2 0.2 0.2
Tianshi Singa Langit Jaya PT 0.2 0.1 0.1 0.1
L-Men Nutrifood Indonesia PT 0.1 0.1 0.1 0.1
Firm Mega Products 0.7 0.3 - -
(Indonesia) Ltd
Berto Martina Berto PT - - - -
Trimspa Nutramerica Corp - - - -
Others 29.6 24.3 20.1 17.6
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

Table 78 Forecast Sales of Weight Management by Category: Value 2014-2019

IDR billion
2014 2015 2016 2017 2018 2019

Meal Replacement Slimming 1,825.8 2,333.9 2,891.7 3,459.3 4,053.8 4,614.6


OTC Obesity - - - - - -
Slimming Teas 147.7 153.6 159.6 165.7 171.8 178.0
Weight Loss Supplements 1,634.0 1,699.3 1,758.8 1,811.6 1,856.8 1,894.0
Other Slimming Products - - - - - -
Weight Management 3,607.5 4,186.8 4,810.1 5,436.5 6,082.4 6,686.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 79 Forecast Sales of Weight Management by Category: % Value Growth 2014-


2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Meal Replacement Slimming 13.8 20.4 152.7


OTC Obesity - - -
Slimming Teas 3.6 3.8 20.5
Weight Loss Supplements 2.0 3.0 15.9
Other Slimming Products - - -
Weight Management 9.9 13.1 85.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 86

Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 87

HERBAL/TRADITIONAL PRODUCTS IN
INDONESIA - CATEGORY ANALYSIS
HEADLINES

Herbal/traditional products category posts current value growth of 15% to reach Rp7.9 trillion
in 2014
Growing number of well-informed consumers boosts categorys popularity
Herbal cough, cold and allergy remedies see highest current value growth in 2014, at 17%
Prominent local company Sido Muncul extends leadership in 2014 holding 15% value share
Category expected to see constant value CAGR of 10% over forecast period

TRENDS

Towards the end of the review period herbal/traditional products established national
popularity thanks to their longstanding presence. 2014 saw a tendency towards natural
products such as herbal/traditional products that are considered healthy and safe due to their
natural ingredients. Due to aggressive marketing efforts in the media by leading
manufacturers, consumers have better information, which supports the growth of
herbal/traditional products.
Herbal/traditional products are generally affordable and most come from domestic producers.
With an affordable price, especially compared with standard products, the consumer base of
herbal/traditional products consists of all income segments. Growth was driven by heavy
investment by manufacturers in marketing campaigns. As a result, herbal/traditional products
saw current value growth of 15% in 2014.
Herbal cough, cold and allergy remedies saw the fastest growth of 17% in herbal/traditional
products in 2014. This category saw increased demand due to a growing consumer
preference based on herbal remedies. Strong growth was also driven by the aggressive
marketing efforts of two particular brands, namely Tolak Angin by Sido Muncul and Antangin
by Deltomed Laboratories. With affordable pricing and wide distribution coverage, both brands
gained popularity over the review period.
Towards the end of the period more herbal/traditional products classified as fitofarmaka (jamu
products which have passed specific clinical testing), helped to increase consumer confidence
in the efficacy of these products.
Most of herbal/traditional products in Indonesia are generally in the form of jamu, then mostly
in liquid format. Towards the end of 2014 there was an increase in liquid herbal products in
single-serve flexible packaging (sachet). New launches in herbal/traditional products were
also in this format, such as Promag Gazero by Kalbe Farma and Antangin SMP by Deltomed
Laboratories, further increasing their popularity.
In Indonesia most parents remain cautious when their children are sick, and most still prefer
to visit a doctor for prescription drugs. Even so, there was growing popularity of paediatric
herbal and traditional consumer health products towards the end of review period. Famous
paediatric herbal/traditional brands include Entrostop Herbal Anak by Kalbe Farma, Tolak
Angin Anak by Sido Muncul and Inzana Sirup Masuk Angin by Konimex Pharmaceutical

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Laboratories. Therefore, other leading companies have also ventured into the paediatric
herbal/traditional remedies category.

COMPETITIVE LANDSCAPE

Two brands, namely Tolak Angin by Sido Muncul and Antangin by Deltomed Laboratories,
maintained their positions in herbal/traditional products in 2014. Sido Muncul and Deltomed
held value shares of 15% and 11% respectively at the end of the review period. Both products
served as remedies for masuk angin, common diseases in Indonesia. Tolak Angin and
Antangin continue to have strong brand awareness and a large consumer base due to
aggressive mass media marketing campaigns.
Local producers maintained their dominance in herbal/traditional products in 2014 because
most herbal/traditional products are in jamu format. Some foreign brands are available
generally in the form of herbal dietary supplements, especially ginseng, evening primrose oil
and ginkgo biloba.
With the growing popularity of herbal-based products some new products were launched by
leading companies in herbal/traditional products in 2014. For example, Deltomed Laboratories
launched Kuldon Sariawan, which is the first herbal tablet in Indonesia. This product is
considered safe for children and adults because it is made from natural ingredients. This
product is also available in all parts of Indonesia through outlets such as supermarkets,
pharmacies, drugstores and chemists.
Two leading brands, Tolak Angin and Antangin, continue to invest in promotional activities,
including endorsement by popular celebrities. For example, in 2014 jamu Tolak Angin Sido
Muncul targeted teenagers by cooperating with pop group JKT48 in its ads. In response,
Antangin used Indonesian actress Happy Salma to star in its adverts, to rival Tolak Angin.
Regardless of advertisements on television and in print media, both companies are also
actively involved in various programmes related to health charities. For example, Tolak Angin
entered into cooperation with SCTV and held a carnival in 2014. Some of the activities held
related to blood donors and mobile health.

PROSPECTS

With the increasing number of well-informed consumers, herbal/traditional products are


expected to become more popular over the forecast period. With a variety of marketing
campaigns conducted by leading companies in the media and social networks, consumers
become more educated regarding herbal/traditional products. In addition, given the increase
in demand, companies in herbal/traditional products tend to release new products to
accelerate growth.
Standard products will continue to pose threats to the growth of herbal/traditional products
because they are considered more effective than herbal products due to their chemical
substances.
Sido Muncul, the leading company in herbal/traditional products, registered as a public
company at the end of 2014. With greater resources the company is expected to see a
stronger performance over the forecast period. Sido Muncul built a materials and Tolak Angin
plant in 2014.

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CATEGORY DATA
Table 80 Sales of Herbal/Traditional Products by Category: Value 2009-2014

IDR billion
2009 2010 2011 2012 2013 2014

Topical Analgesics 353.0 388.3 444.6 511.3 588.0 682.7


Calming and Sleeping 5.5 6.1 6.7 7.4 8.1 9.1
Products
Cough, Cold and Allergy 1,080.2 1,236.8 1,428.5 1,657.1 1,935.1 2,267.5
(Hay Fever) Remedies
Digestive Remedies 305.7 348.5 400.8 462.9 534.6 626.4
Dermatologicals - - - - - -
Medicinal Teas - - - - - -
Smoking Cessation Aids - - - - - -
Paediatric Dietary - - - - - -
Supplements
Dietary Supplements 2,343.3 2,567.5 2,854.2 3,207.5 3,622.3 4,123.2
Tonics and Bottled 128.6 136.3 145.2 155.3 167.0 181.4
Nutritive Drinks
Herbal/Traditional 4,216.4 4,683.5 5,280.0 6,001.5 6,855.2 7,890.3
Products
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 81 Sales of Herbal/Traditional Products by Category: % Value Growth 2009-2014

% current value growth


2013/14 2009-14 CAGR 2009/14 Total

Topical Analgesics 16.1 14.1 93.4


Calming and Sleeping Products 11.3 10.4 63.8
Cough, Cold and Allergy (Hay Fever) 17.2 16.0 109.9
Remedies
Digestive Remedies 17.2 15.4 104.9
Dermatologicals - - -
Medicinal Teas - - -
Smoking Cessation Aids - - -
Paediatric Dietary Supplements - - -
Dietary Supplements 13.8 12.0 76.0
Tonics and Bottled Nutritive Drinks 8.7 7.1 41.1
Herbal/Traditional Products 15.1 13.4 87.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 82 NBO Company Shares of Herbal/Traditional Products: % Value 2010-2014

% retail value rsp


Company 2010 2011 2012 2013 2014

Sido Muncul PT 13.6 14.0 14.5 14.8 15.2


Deltomed Laboratories PT 9.4 10.0 10.6 11.1 11.4
Soho Industri Pharmasi PT 6.3 6.5 6.6 6.7 6.7
Eagle Indo 4.8 4.9 5.0 5.1 5.2

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Pharmaceutical PT
Citra Nusa Insan 4.1 3.6 3.4 3.1 2.9
Cemerlang PT
Indofarma (Persero) Tbk 2.2 2.2 2.1 2.1 2.0
PT
Sea Quill Co 1.9 2.0 2.0 2.0 1.9
Tahitian Noni 1.7 1.7 1.6 1.6 1.5
International Indonesia
PT
Mecosin Indonesia PT 1.9 1.8 1.6 1.5 1.4
Lofthouse of Fleetwood 1.3 1.3 1.2 1.2 1.1
Ltd
Artois Pharmaceutical 0.9 0.9 0.9 0.9 0.9
Ind Co Ltd PT
Twinlab Corp 1.0 1.0 1.0 0.9 0.9
Nusa Selaras Indonesia PT 0.5 0.7 0.8 0.9 0.9
K-Link Indonesia PT 0.9 0.9 0.9 0.9 0.9
Bintang Kupu-Kupu PT 1.1 1.0 1.0 0.9 0.9
Matolindo Primantara PT 1.2 1.1 1.0 0.9 0.9
Amindoway Jaya PT 1.0 1.0 0.9 0.8 0.8
Elken Int Indonesia PT 0.9 0.8 0.8 0.8 0.7
Kompak Indopola PT 1.3 1.1 1.0 0.8 0.7
Ricola AG 0.6 0.6 0.6 0.6 0.6
Jamu Puspo Internusa PT 0.8 0.7 0.6 0.6 0.5
Kalbe Farma Tbk PT 0.3 0.4 0.4 0.3 0.3
Nutrend International PT 0.3 0.3 0.3 0.3 0.3
Harmoni Dinamik 0.3 0.3 0.3 0.3 0.3
Indonesia PT
Sinde Budi Sentosa PT 0.3 0.2 0.2 0.2 0.2
Henson Farma PT 0.2 0.2 0.2 0.1 0.1
Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1 0.1
Singa Langit Jaya PT 0.2 0.1 0.1 0.1 0.1
Saka Farma PT 0.1 0.1 0.1 0.1 0.1
Tempo Scan Pacific Tbk PT 0.0 0.0 0.0 0.0 0.0
Bintang Toedjoe PT 0.1 0.0 0.0 0.0 0.0
Patria Wiyata Vico PT 0.1 0.0 0.0 0.0 0.0
Pharmac Apex PT 0.1 0.1 0.0 0.0 0.0
Konimex Pharmaceutical 0.0 0.0 0.0 0.0 0.0
Laboratories PT
21st Century 0.0 - - - -
Laboratories Inc
Boehringer Ingelheim - - - - -
Indonesia PT
Merck Tbk PT - - - - -
Others 40.6 40.5 40.2 40.0 40.4
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

Table 83 LBN Brand Shares of Herbal/Traditional Products: % Value 2011-2014

% retail value rsp


Brand Company 2011 2012 2013 2014

Tolak Angin Sido Muncul PT 11.9 12.5 13.0 13.4


Antangin Deltomed Laboratories PT 9.2 9.8 10.4 10.7
Diapet Soho Industri Pharmasi PT 4.6 4.6 4.7 4.7
Geliga Eagle Indo 2.6 2.7 2.8 2.9
Pharmaceutical PT

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Lang Eagle Indo 2.4 2.4 2.3 2.3


Pharmaceutical PT
Indofarma Indofarma (Persero) Tbk PT 2.2 2.1 2.1 2.0
Sea-Quill Sea Quill Co 2.0 2.0 2.0 1.9
CNI Citra Nusa Insan 2.4 2.2 2.0 1.9
Cemerlang PT
Tahitian Noni Tahitian Noni 1.7 1.6 1.6 1.5
International Indonesia PT
Laserin Mecosin Indonesia PT 1.8 1.6 1.5 1.4
Laxing Soho Industri Pharmasi PT 1.2 1.3 1.3 1.3
Fisherman's Friend Lofthouse of Fleetwood Ltd 1.3 1.2 1.2 1.1
Sun Chlorella Citra Nusa Insan 1.3 1.2 1.1 1.0
Cemerlang PT
Balpirik Artois Pharmaceutical 0.9 0.9 0.9 0.9
Ind Co Ltd PT
Twinlab Twinlab Corp 1.0 1.0 0.9 0.9
Pharmanex Nusa Selaras Indonesia PT 0.7 0.8 0.9 0.9
K-Link K-Link Indonesia PT 0.9 0.9 0.9 0.9
Kupu Kupu Bintang Kupu-Kupu PT 1.0 1.0 0.9 0.9
Matol Matolindo Primantara PT 1.1 1.0 0.9 0.9
Nutrilite Amindoway Jaya PT 1.0 0.9 0.8 0.8
Elken Elken Int Indonesia PT 0.8 0.8 0.8 0.7
Nature's Blessing Sido Muncul PT 1.1 0.9 0.8 0.7
OB Herbal Deltomed Laboratories PT 0.7 0.8 0.8 0.7
Imboost Soho Industri Pharmasi PT 0.7 0.7 0.6 0.6
Ricola Ricola AG 0.6 0.6 0.6 0.6
Pacekap Jamu Puspo Internusa PT 0.7 0.6 0.6 0.5
Cerebrovit Kalbe Farma Tbk PT 0.4 0.4 0.3 0.3
Nutrend Nutrend International PT 0.3 0.3 0.3 0.3
Nature's World Kompak Indopola PT 0.4 0.4 0.3 0.3
High-Desert Harmoni Dinamik 0.3 0.3 0.3 0.3
Indonesia PT
Kaki Tiga Sinde Budi Sentosa PT 0.2 0.2 0.2 0.2
Milton Henson Farma PT 0.2 0.2 0.1 0.1
Garlicia Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1
Tiens Singa Langit Jaya PT 0.1 0.1 0.1 0.1
VCO Wonder Saka Farma PT 0.1 0.1 0.1 0.1
Hemaviton Tempo Scan Pacific Tbk PT 0.0 0.0 0.0 0.0
Bintangin Bintang Toedjoe PT 0.0 0.0 0.0 0.0
VCO Patria Patria Wiyata Vico PT 0.0 0.0 0.0 0.0
Stop-X Pharmac Apex PT 0.1 0.0 0.0 0.0
Zeropain Konimex Pharmaceutical 0.0 0.0 0.0 0.0
Laboratories PT
21st Century 21st Century - - - -
Laboratories Inc
Balsamex Konimex Pharmaceutical - - - -
Laboratories PT
Bioginko Indofarma (Persero) Tbk PT - - - -
Gincosan Boehringer Ingelheim - - - -
Indonesia PT
Konibalm Konimex Pharmaceutical - - - -
Laboratories PT
Seven Seas Merck Tbk PT - - - -
Others 42.2 41.9 41.6 41.9
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

Table 84 Forecast Sales of Herbal/Traditional Products by Category: Value 2014-2019

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IDR billion
2014 2015 2016 2017 2018 2019

Topical Analgesics 682.7 747.6 822.3 908.7 1,008.6 1,124.6


Calming and Sleeping 9.1 9.5 10.0 10.6 11.3 12.0
Products
Cough, Cold and Allergy 2,267.5 2,505.5 2,781.2 3,101.0 3,473.1 3,907.2
(Hay Fever) Remedies
Digestive Remedies 626.4 692.2 768.4 856.7 959.5 1,079.5
Dermatologicals - - - - - -
Medicinal Teas - - - - - -
Smoking Cessation Aids - - - - - -
Paediatric Dietary - - - - - -
Supplements
Dietary Supplements 4,123.2 4,437.6 4,809.4 5,259.5 5,786.9 6,419.8
Tonics and Bottled 181.4 186.0 191.6 198.3 206.2 215.5
Nutritive Drinks
Herbal/Traditional 7,890.3 8,578.4 9,382.9 10,334.8 11,445.7 12,758.6
Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Table 85 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth


2014-2019

% constant value growth


2014/2015 2014-19 CAGR 2014/19 TOTAL

Topical Analgesics 11.5 10.5 64.7


Calming and Sleeping Products 6.3 5.8 32.6
Cough, Cold and Allergy (Hay Fever) 12.5 11.5 72.3
Remedies
Digestive Remedies 12.5 11.5 72.3
Dermatologicals - - -
Medicinal Teas - - -
Smoking Cessation Aids - - -
Paediatric Dietary Supplements - - -
Dietary Supplements 10.9 9.3 55.7
Tonics and Bottled Nutritive Drinks 4.5 3.5 18.8
Herbal/Traditional Products 11.5 10.1 61.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2014 data is provisional and based on part-year estimates.

Euromonitor International