Consumer Health in Indonesia (Full Market Report)

Consumer Health in Indonesia
Euromonitor International
November 2020
CONSUMER HEALTH IN INDONESIA Passport i
LIST OF CONTENTS AND TABLES

Consumer Health in Indonesia - Industry Overview ..................................................................... 1
EXECUTIVE SUMMARY .............................................................................................................. 1
COVID-19 impact on consumer health ..................................................................................... 1
COVID-19 country impact ......................................................................................................... 1
Company response................................................................................................................... 2
Retailing shift ............................................................................................................................ 3
What next for consumer health? ............................................................................................... 3
MARKET INDICATORS ............................................................................................................... 4
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value
2015-2020 .................................................................................................... 4
Table 2 Life Expectancy at Birth 2015-2020 ............................................................. 4
MARKET DATA ............................................................................................................................ 4
Table 3 Sales of Consumer Health by Category: Value 2015-2020 .......................... 4
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020 ......... 5
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020 ............... 5
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020 ..................... 6
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020 ................ 7
Table 8 Distribution of Consumer Health by Format and Category: % Value
2020 ............................................................................................................. 8
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025 ......... 10
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth
2020-2025 .................................................................................................. 10
APPENDIX ................................................................................................................................. 11
OTC registration and classification ......................................................................................... 11
Vitamins and dietary supplements registration and classification ........................................... 11
Self-medication/self-care and preventive medicine................................................................. 12
Switches ................................................................................................................................. 12
GLOBAL MACROECONOMIC ENVIRONMENT ........................................................................ 13
GLOBAL INDUSTRY ENVIRONMENT ...................................................................................... 13
DISCLAIMER ............................................................................................................................. 14
DEFINITIONS............................................................................................................................. 14
SOURCES.................................................................................................................................. 14
Summary 1 Research Sources ...................................................................................... 14
Analgesics in Indonesia - Category Analysis .............................................................................. 16
KEY DATA FINDINGS................................................................................................................ 16
2020 IMPACT ............................................................................................................................. 16
Systemic analgesics sees higher growth due to COVID-19.................................................... 16
Share growth for e-commerce and chemists/pharmacies due to PSSB measures ................. 17
Acetaminophen brands Paramex and Bodrex extend their lead ............................................. 17
RECOVERY AND OPPORTUNITIES ........................................................................................ 18
Rapid return to previous levels of growth in analgesics .......................................................... 18
Cultural habits will ensure rising demand for topical analgesics/anaesthetic .......................... 18
Menstrual analgesics set to see growth due to the rising number of working women ............ 18
CATEGORY DATA ..................................................................................................................... 19
Table 11 Sales of Analgesics by Category: Value 2015-2020 .................................. 19
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport ii
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020 .................. 19

Table 13 NBO Company Shares of Analgesics: % Value 2016-2020 ....................... 20
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020 .............................. 21
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025.................... 22
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-
2025 ........................................................................................................... 23
Sleep Aids in Indonesia - Category Analysis .............................................................................. 24
2020 IMPACT ............................................................................................................................. 24
Sleep aids maintains growth but remains A small category, limited by regulation .................. 24
Competition from Rx products and teas.................................................................................. 24
Regulation means few players; Soho Industri Pharmasi maintains its dominance ................. 24
Stressful, busy lives set to lead to A rising rate of growth ....................................................... 25
Store-based retailers preferred, especially health and beauty specialist retailers .................. 25
No new players expected ....................................................................................................... 25
CATEGORY DATA ..................................................................................................................... 26
Table 17 Sales of Sleep Aids: Value 2015-2020 ....................................................... 26
Table 18 Sales of Sleep Aids: % Value Growth 2015-2020 ...................................... 26
Table 19 NBO Company Shares of Sleep Aids: % Value 2016-2020 ....................... 26
Table 20 LBN Brand Shares of Sleep Aids: % Value 2017-2020 .............................. 26
Table 21 Forecast Sales of Sleep Aids: Value 2020-2025 ........................................ 27
Table 22 Forecast Sales of Sleep Aids: % Value Growth 2020-2025 ....................... 27
Cough, Cold and Allergy (Hay Fever) Remedies in Indonesia - Category Analysis ................... 28
2020 IMPACT ............................................................................................................................. 28
Consumers self-medicate to try and protect themselves from COVID-19............................... 28
E-commerce rises very strongly from A low base as store-based outlets close ..................... 29
Players in combination products perform well ........................................................................ 29
Rising pollution set to maintain high levels of growth.............................................................. 30
Rising popularity of pharyngeal preparations both pre- and post-COVID-19 .......................... 30
Convenience and fragrance important to younger generations .............................................. 31
CATEGORY DATA ..................................................................................................................... 31
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2015-2020 ....................................................................... 31
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2015-2020....................................................... 31
Table 25 NBO Company Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2016-2020 ................................................................. 32
Table 26 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2017-2020 ................................................................. 33
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2020-2025 ....................................................................... 34
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2020-2025....................................................... 34
Dermatologicals in Indonesia - Category Analysis ..................................................................... 36
CONSUMER HEALTH IN INDONESIA Passport iii
2020 IMPACT ............................................................................................................................. 36

Strong growth for nappy (diaper) rash treatments due to wearing masks ............................... 36
Outlet closures due to COVID-19 lead to decline for drugstores/parapharmacies .................. 36
Daktarin performs well due to its strength in nappy (diaper) rash treatments ......................... 37
Nappy (diaper) rash treatments set to drive growth ................................................................ 37
Maturity set to hinder growth in the largest category, topical antifungals ................................ 38
Stronger competition expected for Betadine ........................................................................... 38
CATEGORY DATA ..................................................................................................................... 38
Table 29 Sales of Dermatologicals by Category: Value 2015-2020 .......................... 38
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020 ......... 39
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020 ............... 39
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020 ..................... 40
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025 ........... 40
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth
2020-2025 .................................................................................................. 41
Digestive Remedies in Indonesia - Category Analysis ............................................................... 42
2020 IMPACT ............................................................................................................................. 42
Most categories turn to current value decline, except antacids .............................................. 42
Sales in drugstores/parapharmacies and traditional grocery retailers plummet ...................... 43
Kalbe Farma extends its lead due to its strength in the growing antacids category ................ 43
Motion sickness remedies sees A particularly rapid return to previous growth rate ................ 44
Return to eating out set to boost sales of antacids and diarrhoeal remedies .......................... 44
Government recall of digestive enzymes means no recovery expected ................................. 44
CATEGORY DATA ..................................................................................................................... 45
Table 35 Sales of Digestive Remedies by Category: Value 2015-2020 .................... 45
Table 36 Sales of Digestive Remedies by Category: % Value Growth 2015-
2020 ........................................................................................................... 45
Table 37 NBO Company Shares of Digestive Remedies: % Value 2016-2020 ......... 46
Table 38 LBN Brand Shares of Digestive Remedies: % Value 2017-2020 ............... 46
Table 39 Forecast Sales of Digestive Remedies by Category: Value 2020-2025 ..... 47
Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth
2020-2025 .................................................................................................. 48
Eye Care in Indonesia - Category Analysis ................................................................................ 49
2020 IMPACT ............................................................................................................................. 49
Less pollution, fewer eye problems and economic problems contribute to decline ................. 49
PSSB measures affect distribution shares in eye care ........................................................... 49
Rohto extends its lead thanks to its strong brand image ........................................................ 50
COVID-19 set to continue to hamper growth .......................................................................... 50
Pollution and use of digital screens set to contribute to growth .............................................. 50
Lack of demand for allergy eye care products ........................................................................ 51
CATEGORY DATA ..................................................................................................................... 51
Table 41 Sales of Eye Care by Category: Value 2015-2020 ..................................... 51
Table 42 Sales of Eye Care by Category: % Value Growth 2015-2020 .................... 51
CONSUMER HEALTH IN INDONESIA Passport iv
Table 43 NBO Company Shares of Eye Care: % Value 2016-2020.......................... 51

Table 44 LBN Brand Shares of Eye Care: % Value 2017-2020 ................................ 52
Table 45 Forecast Sales of Eye Care by Category: Value 2020-2025 ...................... 52
Table 46 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025 ..... 52
NRT Smoking Cessation Aids in Indonesia - Category Analysis ................................................ 54
2020 IMPACT ............................................................................................................................. 54
Wound Care in Indonesia - Category Analysis ........................................................................... 55
2020 IMPACT ............................................................................................................................. 55
As consumers leave their homes less, there are fewer injuries and lower demand ................ 55
Waterproof bandages become more popular, but other innovations are too costly ................ 55
Hansaplast dominates due to its long presence, good name and innovation ......................... 56
Despite the slow return of sales, A stronger CAGR forecast than in the review period .......... 56
Potential for the ointment format in wound care ..................................................................... 56
Continued growth of e-commerce expected ........................................................................... 57
CATEGORY DATA ..................................................................................................................... 57
Table 47 Sales of Wound Care by Category: Value 2015-2020 ................................ 57
Table 48 Sales of Wound Care by Category: % Value Growth 2015-2020 ............... 57
Table 49 NBO Company Shares of Wound Care: % Value 2016-2020 .................... 57
Table 50 LBN Brand Shares of Wound Care: % Value 2017-2020 ........................... 58
Table 51 Forecast Sales of Wound Care by Category: Value 2020-2025 ................. 58
Table 52 Forecast Sales of Wound Care by Category: % Value Growth 2020-
2025 ........................................................................................................... 58
Sports Nutrition in Indonesia - Category Analysis ...................................................................... 59
2020 IMPACT ............................................................................................................................. 59
Growth turns to strong decline due to the impact of COVID-19 .............................................. 59
Players move online to enable consumers to access products from their homes ................... 59
Nutrifood moves closer to Twinlab due to its presence in protein/energy bars ....................... 60
Slow return to growth as consumers will remain concerned about their finances ................... 60
Protein/energy bars set to see the best performance for convenience reasons ..................... 61
Sports protein RTD set to grow but will remain A small category ........................................... 61
CATEGORY DATA ..................................................................................................................... 61
Table 53 Sales of Sports Nutrition by Category: Value 2015-2020 ........................... 61
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2015-2020 .......... 61
Table 55 NBO Company Shares of Sports Nutrition: % Value 2016-2020 ................ 62
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2017-2020 ...................... 62
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2020-2025 ............ 62
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth
2020-2025 .................................................................................................. 63
Dietary Supplements in Indonesia - Category Analysis .............................................................. 64
2020 IMPACT ............................................................................................................................. 64
Immune-boosting herbal dietary supplements prioritised due to COVID-19 ........................... 64
Movements in distribution channels due to COVID-19 movement restrictions ....................... 65
Sido Muncul extends its leads in A fragmented category ....................................................... 65
CONSUMER HEALTH IN INDONESIA Passport v

Rapid rebound in growth as consumers return to buying non-essential products ................... 65
Return to growth expected for collagen due to the rising number of working women ............. 66
Stronger move expected towards products with A specific positioning ................................... 66
CATEGORY DATA ..................................................................................................................... 66
Table 59 Sales of Dietary Supplements by Category: Value 2015-2020................... 66
Table 60 Sales of Dietary Supplements by Category: % Value Growth 2015-
2020 ........................................................................................................... 67
Table 61 Sales of Dietary Supplements by Positioning: % Value 2015-2020 ........... 68
Table 62 NBO Company Shares of Dietary Supplements: % Value 2016-2020 ....... 68
Table 63 LBN Brand Shares of Dietary Supplements: % Value 2017-2020 .............. 69
Table 64 Forecast Sales of Dietary Supplements by Category: Value 2020-
2025 ........................................................................................................... 70
Table 65 Forecast Sales of Dietary Supplements by Category: % Value Growth
2020-2025 .................................................................................................. 71
Vitamins in Indonesia - Category Analysis ................................................................................. 73
2020 IMPACT ............................................................................................................................. 73
Multivitamins and vitamin C see dynamic increases due to COVID-19 .................................. 73
Vitamin E suffers from lower consumer purchasing power ..................................................... 73
Bayer extends its lead despite shortages ............................................................................... 74
High growth set to be maintained as consumers remain health-conscious ............................ 74
Vitamins A and D set to see growth, although sales will remain low....................................... 75
Gummies for adults likely to make headway in the forecast period ........................................ 75
CATEGORY DATA ..................................................................................................................... 75
Table 66 Sales of Vitamins by Category: Value 2015-2020 ...................................... 75
Table 67 Sales of Vitamins by Category: % Value Growth 2015-2020 ..................... 76
Table 68 Sales of Multivitamins by Positioning: % Value 2015-2020 ........................ 76
Table 69 NBO Company Shares of Vitamins: % Value 2016-2020 ........................... 76
Table 70 LBN Brand Shares of Vitamins: % Value 2017-2020 ................................. 77
Table 71 Forecast Sales of Vitamins by Category: Value 2020-2025 ....................... 78
Table 72 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025....... 78
Weight Management and Wellbeing in Indonesia - Category Analysis ...................................... 79
2020 IMPACT ............................................................................................................................. 79
Strong decline as consumers prioritise the purchase of necessities ....................................... 79
Changes in distribution, with non-store retailing seeing A strong increase ............................. 79
Herbalife extends its lead thanks to its natural/herbal ingredients .......................................... 80
As non-essential products, A rapid return to growth is unlikely ............................................... 80
Some consumers will still seek to lose weight for health and image reasons ......................... 81
Demand for weight loss, but not necessarily using weight management products ................. 81
CATEGORY DATA ..................................................................................................................... 82
Table 73 Sales of Weight Management and Wellbeing by Category: Value
2015-2020 .................................................................................................. 82
Table 74 Sales of Weight Management and Wellbeing by Category: % Value
Growth 2015-2020 ..................................................................................... 82
CONSUMER HEALTH IN INDONESIA Passport vi
Table 75 NBO Company Shares of Weight Management and Wellbeing: %

Value 2016-2020 ........................................................................................ 82
Table 76 LBN Brand Shares of Weight Management and Wellbeing: % Value
2017-2020 .................................................................................................. 83
Table 77 Forecast Sales of Weight Management and Wellbeing by Category:
Value 2020-2025 ........................................................................................ 84
Table 78 Forecast Sales of Weight Management and Wellbeing by Category:
% Value Growth 2020-2025 ....................................................................... 84
Herbal/Traditional Products in Indonesia - Category Analysis .................................................... 85
2020 IMPACT ............................................................................................................................. 85
Claims jamu can help prevent COVID-19 maintain sales ....................................................... 85
Slowdown in growth for some herbal/traditional dietary supplements .................................... 86
Antangin and Tolak Angin maintain strong positions due to belief in their efficacy ................. 86
Return to higher growth as consumer habits return to normal after COVID-19 ...................... 87
Opportunities are available, although lack of instant relief will hamper growth ....................... 87
Spicy food and Ramadan to maintain growth for herbal/traditional digestive remedies .......... 87
CATEGORY DATA ..................................................................................................................... 87
Table 79 Sales of Herbal/Traditional Products by Category: Value 2015-2020 ........ 87
Table 80 Sales of Herbal/Traditional Products by Category: % Value Growth
2015-2020 .................................................................................................. 88
Table 81 NBO Company Shares of Herbal/Traditional Products: % Value 2016-
2020 ........................................................................................................... 88
Table 82 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-
2020 ........................................................................................................... 89
Table 83 Forecast Sales of Herbal/Traditional Products by Category: Value
2020-2025 .................................................................................................. 90
Table 84 Forecast Sales of Herbal/Traditional Products by Category: % Value
Growth 2020-2025 ..................................................................................... 90
Paediatric Consumer Health in Indonesia - Category Analysis .................................................. 91
2020 IMPACT ............................................................................................................................. 91
Strong variations in performance prompted by COVID-19...................................................... 91
A switch away from drugstores/parapharmacies and traditional grocery retailers .................. 91
Curcuma Plus from Soho Industri Pharmasi maintains its lead due to A strong image .......... 92
Paediatric consumers health set to maintain A dynamic growth rate ...................................... 92
Paediatric vitamins and dietary supplements set to drive growth from A high base................ 93
Environmental problems set to maintain growth for paediatric cough/cold remedies ............. 93
CATEGORY DATA ..................................................................................................................... 93
Table 85 Sales of Paediatric Consumer Health by Category: Value 2015-2020 ....... 93
Table 86 Sales of Paediatric Consumer Health by Category: % Value Growth
2015-2020 .................................................................................................. 94
Table 87 Sales of Paediatric Vitamins and Dietary Supplements by Type: %
Value 2015-2020 ........................................................................................ 94
Table 88 NBO Company Shares of Paediatric Consumer Health: % Value
2016-2020 .................................................................................................. 95
CONSUMER HEALTH IN INDONESIA Passport vii
Table 89 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-

2020 ........................................................................................................... 96
Table 90 Forecast Sales of Paediatric Consumer Health by Category: Value
2020-2025 .................................................................................................. 97
Table 91 Forecast Sales of Paediatric Consumer Health by Category: % Value
Growth 2020-2025 ..................................................................................... 97
CONSUMER HEALTH IN INDONESIA Passport 1
CONSUMER HEALTH IN INDONESIA -

INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
COVID-19 impact on consumer health

Overall consumer health is expected to see a slightly slower current value growth rate in 2020
than seen in any other year of the review period. Although this is due to the COVID-19 outbreak
in the country, categories are being impacted in very different ways. Consumer behaviour and
spending on consumer health products have changed significantly in some categories due to
the pandemic. For instance, vitamins is expected to see a strong spike in demand in 2020.
Consumers are increasing their expenditure on products that can boost the immune system,
aiming to prevent contracting the virus, or at least minimise the impact. Therefore, demand for
vitamins such as multivitamins and vitamin C has seen a strong increase, with many consumers
stockpiling such products in the first half of the year. In addition, Indonesians have high faith in
herbal/traditional products (jamu) to boost their immune system. In 2020, this belief was
supported by rumours that some Indonesian traditional jamu can help to prevent contracting the
virus. This led to higher demand for raw materials, and in some areas, the raw materials needed
for traditional jamu started to face temporary scarcity. Consumer health products which are
considered to help deal with the effects of COVID-19 are also expected to see strong growth in
2020. For instance, adult acetaminophen is expected to see the strongest growth within
analgesics, since it is believed to be the most effective analgesic for addressing the symptoms
of COVID-19. However, again consumers stockpiled early in the pandemic, which led to growth
for other systemic analgesics categories as well, as consumers could not always find
acetaminophen.
However, measures taken by the government to control the virus in the country (PSSB
measures) are contributing to declines in specific categories. For instance, travel both
internationally and domestically was not allowed at various points in the year in order to prevent
the spread of the virus. This is expected to lead to strong declines for motion sickness remedies,
both adult and paediatric. Meanwhile, foodservice outlets were closed to eat-in customers,
which is expected to lead to declines in some digestive remedies, such as diarrhoeal remedies.
More time in the home also means less strenuous exercise, leading to an expected decline for
topical analgesics/anaesthetic due to fewer muscle strains. Increasing consumer price-
consciousness due to the economic impact of COVID-19 is also expected to contribute to
declines in several categories, including sports nutrition and weight management and wellbeing,
as well as some dietary supplements. With job losses and falling incomes seen in the first half of
the year, consumers are expected to focus their spending on essentials such as food and first-
need consumer health products. Sports nutrition is also expected to have a further negative
impact from the closure of gyms.
COVID-19 country impact

As a result of COVID-19, the Indonesian borders closed to all foreigners without a work visa
on 2 April, with various requirements in place for any arrivals. Commercial flights were restricted
from 24 April to 7 June, with flights limited to 50% capacity and only certified business
passengers permitted. From 8 June, airlines increased their capacity after the 50% rule was
increased to 70%, although all passengers, both international and domestic, have to take a
polymerase chain reaction or rapid test before departure to ensure they are free from COVID-
19.
Large-scale social restrictions and social distancing (PSSB measures) started on 7 April,
although different cities implemented this over various dates depending on the impact of
COVID-19 in their areas. Non-essential retailers closed and some shopping centres also closed,
although closures varied across major cities. Some large modern grocery retailers reduced their
operating hours in selected areas, although these and other essential retailers, such as
chemists/pharmacies, were allowed to remain open. Before PSBB measures on 7 April, around
one third of horeca outlets closed, while a further third operated only on a takeaway basis. After
these measures, around 65% of outlets closed and only around a tenth permitted eat-in sales,
with these being small independents. All major horeca chains were either closed or operating on
a takeaway basis only, with limited operating hours. Schools closed from 15 March across
Indonesia, whilst non-essential businesses could only employ staff working from home from 23
March.
Phase 1 of the exit strategy saw manufacturing, distribution and B2B services reopen from 1
June while maintaining social distancing. Phase 2 saw shops, markets and shopping centres
open from 8 June. Phase 3 saw cultural establishments and schools reopen from 15 June with
strict social distancing. Phase 4 saw horeca and religious outlets reopen from 6 July. The last
phase, Phase 5, started in August, following evaluation of the preceding phases.
It was announced that COVID-19 restrictions in the capital of Jakarta would be eased from 12
October, following a slowing of infection rates in the city. A partial lockdown was re-imposed in
Jakarta on 14 September after a spike in cases, when the government confirmed over 221,000
cases in the country and approaching 8,900 deaths. Under the relaxed measures, offices in
essential business sectors will be permitted to operate with a capacity “that is in line with their
needs”, and those in non-essential business sectors will be allowed to operate at 50% capacity.
Restaurants and cafés may serve dine-in guests but can only operate at 50% capacity, whilst
recreational parks and tourist destinations can open at a quarter at of their capacity. Gyms are
also limited to 25% capacity, whilst other indoor and outdoor sports facilities can operate at 50%
capacity. Indoor activities such as seminars, cinemas and marriage ceremonies can be held at a
quarter capacity. Social distancing must be observed in public places, and gatherings of more
than five people remain prohibited.
Company response
International players Kalbe Farma and Tempo Scan Pacific are expected to continue to lead
consumer health in Indonesia in value terms in 2020, although this is a very fragmented
industry, and no player accounts for a double-digit value share. These players offer numerous
brands that enjoy a large consumer base throughout Indonesia, where they are known for their
long-standing OTC brands such as Promag (Kalbe) and Bodrex (Tempo). Consumers perceive
that their brands are reliable and effective, and either relatively or very affordable. They also
have wide distribution throughout Indonesia. Despite the lead being held by international
companies, domestic companies Sido Muncul and Soho Industri Pharmasi are expected to rank
third and fourth respectively in 2020. Local players continue to perform well in Indonesia on the
strength of their herbal/traditional products, which highly appeal to Indonesians. Sido Muncul
leads dietary supplements, ranking first in both combination and herbal/traditional dietary
supplements. Soho Industri Pharmasi leads herbal/traditional digestive remedies, sleep aids and
paediatric vitamins and dietary supplements..
Players in vitamin C, including Bayer with Redoxon, have struggled with their supply chains in
2020. Due to the massive rise in demand due to stockpiling by consumers, there has been a
scarcity of raw materials. Many countries limited their exports of the ingredients for vitamin C in
order to fulfil their own local demand, which led to some difficulties maintaining supplies on
shelves. At the other end of the spectrum, the sharp decline in demand for sports nutrition seen
in the first half of 2020 led brands to offer huge discounts and carry out promotional actions,
such as offering bigger discounts for buying in bulk, to try and maintain their sales.
Nevertheless, with the closure of gyms and only limited capacity on reopening, there has been
little opportunity for the success of such strategies.
Retailing shift
An interesting and important development in Indonesia in recent years was the rising number
of healthcare start-ups offering online applications designed to give the country’s population
better access to doctors, medical advice and other healthcare services. However, these really
took off in the first half of 2020, as consumers were reluctant to visit a doctor or go to hospital for
non-urgent matters, as they were concerned these were places where they were most likely to
contract COVID-19. Meanwhile, the government also encouraged their use to prevent the
spread of the virus. In many cases, once consumers have a diagnosis, they are then able to
order the relevant healthcare products online, which are then delivered to their door, with no
need to leave the house. This is expected to lead to a massive percentage increase in the share
of distribution held by e-commerce in 2020, although its share will remain low.
Chemists/pharmacies and modern grocery retailers are also expected to see strong value
share increases in 2020, with all these increases being at the expense of
drugstores/parapharmacies and traditional grocery retailers. Although
drugstores/parapharmacies accounted for more than a fifth of value sales in consumer health in
2019, this share is expected to plummet in 2020. Due to PSSB measures in the country,
shopping centres have temporarily closed in areas in which the level of COVID-19 cases is high.
Many drugstores/parapharmacies are located in shopping centres, which meant consumers had
to find other channels for purchasing consumer health products during these closures. The
reason for the dramatic decline in the distribution share for traditional grocery retailers is
different, however, as many more consumers have switched to purchasing consumer health
products in modern grocery retailers. This is because consumers have been particularly
concerned about hygiene due to COVID-19, and modern grocery retailers are considered to
have better cleaning and hygiene protocols in place to protect shoppers. In addition, modern
grocery retailers have a bigger sales area, which enables shoppers to socially distance more
easily.
What next for consumer health?

Overall consumer health is expected to rebound to a higher current value growth rate in 2021.
Although the rate of growth is then expected to gradually slow over the rest of the forecast
period, the CAGR in the forecast period is expected to be higher than that seen in the review
period. Most categories are expected to return to more normal rates of growth from 2021, as
COVID-19 comes under better control, restrictions are eased and as the financial impact of the
crisis on consumers’ incomes lessens. For instance, digestive remedies is expected to rebound
to growth as consumers’ eating and travel habits return to a more normal pattern. Wound care is
also expected to return to growth as consumers leave the home more and are therefore more
likely to suffer cuts and other minor injuries.
However, there are expected to be categories which take longer to return to their normal
levels of growth and/or sales. For instance, weight management and wellbeing and sports
nutrition are expected to be slow to return to the level of sales seen in the country in 2019,
before the pandemic. Consumers are likely to continue to limit their spending on such non-
essential products moving into the forecast period, with weight management in particular not
expected to return to its pre-COVID-19 level of sales even by the end of the forecast period. In
addition to being careful with their money, in this category consumers are likely to switch to
more natural weight loss methods such as diet and exercise, which are becoming more popular
globally. On the other hand, vitamins, which is expected to see a significant increase in demand
in 2020, is still expected to maintain a double-digit growth rate for several years in the forecast
period, and one of the highest current value CAGRs within consumer health. As a lasting impact
of COVID-19, consumers are expected to continue to take multivitamins and vitamin C in
particular to boost their immunity, with consumption becoming habitual.
Paediatric consumer health is expected to see the highest growth within consumer health in
Indonesia over the forecast period, as it did over the review period. Paediatric vitamins and
dietary supplements is expected to see the strongest increase, due to parents’ desire to boost
their children’s immunity as a continuing impact from COVID-19. However, increasing demand
is also expected for paediatric cough, cold and allergy remedies, due to the unstable weather
conditions due to global warming, as well as ongoing environmental conditions such as
intensifying air pollution from petrol vehicles, as well as forest fires due to slash and burn
practices in Sumatra.
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-
2020
IDR bn
2015 2016 2017 2018 2019 2020
Pharmaceuticals, 50,333.5 54,516.6 62,450.6 71,987.8 79,646.3 80,304.3

medical appliances/
equipment
Outpatient services 92,294.2 99,825.5 114,228.5 131,563.3 145,468.5 146,605.2
Hospital services 38,978.5 42,131.3 48,184.8 55,475.0 61,319.8 61,785.9
Total 181,606.2 196,473.5 224,863.9 259,026.1 286,434.6 288,695.3
Source: Euromonitor International from official statistics, trade associations, trade interviews
Table 2 Life Expectancy at Birth 2015-2020
years
2015 2016 2017 2018 2019 2020
Males 68.7 68.9 69.2 69.4 69.6 69.8

Females 73.0 73.3 73.5 73.7 74.0 74.2
Source: Euromonitor International from official statistics
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
OTC 18,402.9 19,985.6 21,671.8 23,429.4 25,431.8 26,960.4

Sports Nutrition 597.4 645.0 685.0 725.4 770.7 683.1
Vitamins and Dietary 17,933.8 19,502.9 21,210.5 23,053.3 25,132.4 28,447.0

Supplements
Weight Management and 3,817.3 3,968.2 4,203.5 4,451.3 4,782.9 4,328.3
Wellbeing
Herbal/Traditional 8,784.0 9,684.8 10,628.2 11,640.2 12,727.2 13,864.1
Products
Allergy Care 3.7 3.2 2.8 2.4 2.0 1.7
Paediatric Consumer 4,211.2 4,670.6 5,174.3 5,730.5 6,370.8 7,302.6
Health
Consumer Health 40,751.5 44,101.7 47,770.7 51,659.5 56,117.9 60,418.8
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 and weight
management and wellbeing.
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 consumer health is an
aggregate of paediatric categories in OTC and vitamins and dietary supplements; and herbal/traditional
products is an aggregate of herbal/traditional categories in OTC and vitamins and dietary supplements.
Note 3: 2020 data is provisional and based on part-year estimates.
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
% current value growth

2019/20 2015-20 CAGR 2015/20 Total
OTC 6.0 7.9 46.5

Sports Nutrition -11.4 2.7 14.3
Vitamins and Dietary Supplements 13.2 9.7 58.6
Weight Management and Wellbeing -9.5 2.5 13.4
Herbal/Traditional Products 8.9 9.6 57.8
Allergy Care -18.2 -14.9 -55.4
Paediatric Consumer Health 14.6 11.6 73.4
Consumer Health 7.7 8.2 48.3
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Kalbe Farma Tbk PT 7.6 7.8 7.9 7.7 7.6

Tempo Scan Pacific Tbk PT 5.6 5.3 5.1 4.9 5.0
Sido Muncul PT 3.9 3.8 3.7 3.8 4.0
Soho Industri Pharmasi PT 3.2 3.4 3.6 3.7 3.9
Bayer Indonesia PT 3.3 3.3 3.3 3.3 3.6
Deltomed Laboratories PT 3.0 3.1 3.2 3.2 3.4
Herbalife Indonesia PT 3.2 3.5 3.5 3.8 3.4
Konimex Pharmaceutical 3.6 3.5 3.4 3.3 3.3
Laboratories PT
Combiphar PT 2.2 2.2 2.2 2.2 2.3
GSK Consumer Healthcare 0.1 0.1 0.1 1.9 2.0
Medifarma Laboratories 1.8 1.8 1.7 1.7 1.7

Inc PT
Johnson & Johnson 1.8 1.8 1.7 1.7 1.5
Indonesia PT
Citra Nusa Insan 1.7 1.6 1.5 1.4 1.4
Cemerlang PT
K-Link Indonesia PT 1.3 1.3 1.3 1.3 1.4
Darya-Varia Laboratoria 1.4 1.5 1.5 1.5 1.3
Tbk PT
Bintang Toedjoe PT 1.5 1.4 1.3 1.3 1.3
Merck Tbk PT 1.3 1.3 1.2 1.2 1.2
Sanbe Farma PT 1.2 1.2 1.2 1.1 1.1
Indocare Citrapasific PT 1.0 1.0 1.0 1.0 1.1
Procter & Gamble Co, The - - 1.0 1.0 1.1
Hisamitsu Pharma 1.0 1.1 1.1 1.2 1.1
Indonesia PT
Pharos Indonesia PT 1.1 1.1 1.1 1.1 1.1
Beiersdorf Indonesia PT 1.2 1.2 1.2 1.1 1.0
Taisho Pharmaceutical 1.0 0.9 0.9 0.9 0.8
Indonesia Tbk PT
Bernofarm PT 0.8 0.8 0.7 0.7 0.7
Nutrifood Indonesia PT 0.9 0.9 0.9 0.9 0.7
Takeda Indonesia PT 0.5 0.5 0.6 0.6 0.7
Amindoway Jaya PT 0.8 0.8 0.7 0.7 0.7
Nusa Selaras Indonesia PT 0.9 0.9 0.8 0.8 0.7
Henson Farma PT 0.6 0.6 0.6 0.6 0.6
Sterling Products 1.7 1.7 1.7 - -
Indonesia PT
PGT Healthcare 1.0 1.0 - - -
Others 39.7 39.7 39.9 40.5 40.4
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
% retail value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020
Herbalife Nutrition Herbalife Indonesia PT - 3.5 3.8 3.4

(Herbalife
Nutrition Ltd)
Antangin Deltomed Laboratories PT 2.6 2.7 2.6 2.9
Redoxon (Bayer AG) Bayer Indonesia PT 2.2 2.2 2.3 2.6
Tolak Angin Sido Muncul PT 2.5 2.3 2.3 2.5
OBH Combi Combiphar PT 2.0 2.0 2.0 2.2
Promag Kalbe Farma Tbk PT 2.1 2.2 2.2 2.1
Curcuma Soho Industri Pharmasi PT 1.6 1.7 1.7 1.9
Mixagrip Kalbe Farma Tbk PT 1.8 1.8 1.8 1.8
Paramex Konimex Pharmaceutical 1.8 1.8 1.7 1.7
Laboratories PT
Bodrex Tempo Scan Pacific Tbk PT 1.7 1.7 1.6 1.7
Hemaviton Tempo Scan Pacific Tbk PT 1.8 1.7 1.6 1.6
K-Link (K-Link K-Link Indonesia PT 1.3 1.3 1.3 1.4
International Sdn
Bhd)
CNI Citra Nusa Insan 1.4 1.4 1.3 1.3
Cemerlang PT
Kuku Bima Sido Muncul PT 1.1 1.2 1.3 1.3
Natur-E (Darya- Darya-Varia Laboratoria 1.4 1.5 1.5 1.2

Varia Group) Tbk PT
Panadol GSK Consumer Healthcare - - 1.2 1.2
(GlaxoSmithKline Plc)
Fatigon Kalbe Farma Tbk PT 1.2 1.2 1.2 1.2
Holisticare Indocare Citrapasific PT 1.0 1.0 1.0 1.1
Vicks Procter & Gamble Co, The - 1.0 1.0 1.1
Salonpas (Hisamitsu Hisamitsu Pharma 1.1 1.1 1.2 1.1
Pharmaceutical Co Indonesia PT
Inc)
Hansaplast Beiersdorf Indonesia PT 1.2 1.2 1.1 1.0
(Beiersdorf AG)
Diapet Soho Industri Pharmasi PT 1.0 1.1 1.0 1.0
Puyer No 16 (Kalbe Bintang Toedjoe PT 1.0 0.9 0.9 0.9
Farma Tbk PT)
Neo Rheumacyl Tempo Scan Pacific Tbk PT 1.0 0.9 0.9 0.9
Biolysin Bernofarm PT 0.8 0.7 0.7 0.7
Vitacimin (Takeda Takeda Indonesia PT 0.5 0.6 0.6 0.7
Pharmaceutical Co
Ltd)
Pharmanex (Nu Skin Nusa Selaras Indonesia PT 0.9 0.8 0.8 0.7
Enterprises Inc)
Betadine Mahakam Beta Farma PT 0.8 0.7 0.7 0.6
(Mundipharma
International Ltd)
Scott's Emulsion GSK Consumer Healthcare - - 0.6 0.6
Neurobion (Procter Merck Tbk PT - 0.6 0.6 0.6
& Gamble Co, The)
Panadol Sterling Products 1.2 1.2 - -
(GlaxoSmithKline Plc) Indonesia PT
Herbalife Nutrition Herbalife Indonesia PT 3.5 - - -
(Herbalife Ltd)
Vicks (Procter & PGT Healthcare 1.0 - - -
Gamble Co, The)
Neurobion (Merck Merck Tbk PT 0.6 - - -
KGaA)
Others Others 57.9 58.0 57.6 57.1
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Store-Based Retailing 86.8 86.5 86.4 86.3 86.3 82.9

- Grocery Retailers 36.8 37.0 36.8 37.0 37.1 36.0
-- Modern Grocery 21.7 22.2 22.1 22.4 22.6 26.0
Retailers
--- Convenience Stores 3.6 3.9 4.1 4.2 4.4 6.0
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 9.2 9.5 9.3 9.5 9.4 10.0
--- Supermarkets 8.9 8.8 8.7 8.7 8.8 9.9
-- Traditional Grocery 15.1 14.7 14.7 14.6 14.5 10.1
Retailers
--- Other Grocery 15.1 14.7 14.7 14.6 14.5 10.1
Retailers
---- Healthfood shops - - - - - -
---- Other Other 15.1 14.7 14.7 14.6 14.5 10.1
Grocery Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 50.0 49.5 49.5 49.3 49.2 46.9
-- Health and Beauty 49.1 49.1 49.0 48.9 48.8 46.6
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies 26.1 26.3 26.1 26.2 26.1 28.9
--- Optical Goods Stores - - - - - -
--- Drugstores/ 22.2 22.1 22.1 22.1 22.0 17.5
parapharmacies
--- Vitamins and 0.8 0.8 0.8 0.6 0.7 0.2
Dietary Supplements
-- Other Non-Grocery 0.9 0.4 0.5 0.4 0.4 0.2
Specialists
Non-Store Retailing 13.2 13.5 13.6 13.7 13.7 17.1
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 1.2 1.3 1.4 1.5 1.6 5.0
- Direct Selling 12.0 12.2 12.2 12.2 12.0 12.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
% retail value rsp

OTC SN VDS WMW HTP AC
Store-Based Retailing 95.1 95.1 76.4 48.0 85.8 95.1

- Grocery Retailers 37.0 44.8 38.0 16.0 36.9 32.7
-- Modern Grocery 20.1 43.8 32.7 15.6 25.9 18.6
Retailers
--- Convenience Stores 5.5 4.5 6.9 4.0 6.3 5.8
--- 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 6.3 19.5 13.8 6.8 9.8 5.8
--- Supermarkets 8.2 19.8 12.0 4.8 9.7 7.0
-- Traditional Grocery 17.0 1.0 5.2 0.3 11.0 14.1
Retailers
--- Other Grocery 17.0 1.0 5.2 0.3 11.0 14.1
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0
---- Other Other 17.0 1.0 5.2 0.3 11.0 14.1
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 Specialists 58.1 50.3 38.4 32.1 48.9 62.4
-- Health and Beauty 57.8 50.1 38.4 30.7 48.9 62.4

--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
--- Chemists/Pharmacies 32.5 16.3 28.3 13.0 30.0 32.2
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Drugstores/ 25.2 22.0 10.0 17.7 18.7 30.3
parapharmacies
--- Vitamins and 0.0 11.9 0.1 0.0 0.1 0.0
Dietary Supplements
-- Other Non-Grocery 0.3 0.2 0.0 1.3 0.0 0.0
Specialists
Non-Store Retailing 4.9 4.9 23.6 52.0 14.2 4.9
- 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
- E-Commerce 4.9 4.9 5.4 3.1 5.2 4.9
- Direct Selling 0.0 0.0 18.2 48.9 9.1 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
PCH
Store-Based Retailing 82.7

- Grocery Retailers 37.3
-- Modern Grocery 28.2
Retailers
--- Convenience Stores 6.4
--- Discounters 0.0
--- Forecourt Retailers 0.0
--- Hypermarkets 11.2
--- Supermarkets 10.6
-- Traditional Grocery 9.1
Retailers
--- Other Grocery 9.1
Retailers
---- Healthfood shops 0.0
---- Other Other 9.1
Grocery Retailers
- Mixed Retailers 0.0
-- Department Stores 0.0
-- Mass Merchandisers 0.0
-- Variety Stores 0.0
-- Warehouse Clubs 0.0
- Non-Grocery Specialists 45.4
-- Health and Beauty 45.4
--- Beauty Specialist 0.0
Retailers
--- Chemists/Pharmacies 30.1
--- Optical Goods Stores 0.0
--- Drugstores/ 15.2
parapharmacies
--- Vitamins and 0.1
Dietary Supplements
-- Other Non-Grocery 0.0
Specialists
Non-Store Retailing 17.3
- Vending 0.0
- Homeshopping 0.0
- E-Commerce 5.3
- Direct Selling 12.0

Total 100.0
Key: OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WMW = weight
management and wellbeing; HTP = herbal/traditional products; AC = Allergy Care; PCH = paediatric
consumer health
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
OTC 26,960.4 28,125.1 29,367.4 30,687.5 32,115.2 33,652.9

Vitamins and Dietary 28,447.0 31,247.2 33,740.1 36,050.2 38,299.9 40,573.2
Supplements
Wellbeing
Products
Allergy Care 1.7 1.4 1.2 1.1 0.9 0.9
Health
Consumer Health 60,418.8 64,063.2 67,686.0 71,286.4 74,961.1 78,794.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total
OTC 4.3 4.5 24.8

Sports Nutrition -0.8 -0.1 -0.6
Vitamins and Dietary Supplements 9.8 7.4 42.6
Weight Management and Wellbeing -7.3 -2.1 -10.1
Allergy Care -15.4 -12.3 -48.1
Consumer Health 6.0 5.5 30.4
trade sources
APPENDIX
OTC registration and classification
▪ In 2020, the Indonesian pharmaceuticals industry continued to use a three-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 drugs as:
▪ O – Narcotic drugs. These are available to the public by prescription only, with the Ministry
of Health strictly supervising products on the list.
▪ G – Drugs available to the general public by prescription only. All packaging for these
products displays a red dot.
▪ G2 – Drugs that form a part of category G. Consumer advertising is not allowed, but these
drugs may be sold without prescription on the recommendation of a pharmacist.
▪ B – Drugs freely available to the public. Packaging for products in this category displays a
green dot. Advertising is permitted for this class of drugs. Only OTC drugs with a green dot
can be sold freely in all distribution channels including convenience stores and the
traditional marketplace. A limited number of OTC drugs can be obtained freely but must be
sold through a pharmacist or certified drugstores.
▪ W – OTC products with warning labels.
▪ The Indonesian Ministry of Health describes an OTC healthcare product as any registered
healthcare item that 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 as they can be purchased
only through certain retail channels, such as licensed drugstores/parapharmacies and
chemists/pharmacies.
▪ Further notes on labelling: Indonesia is still using colour dots to classify the level of
medication: green for OTC, blue for limited OTC, red with K letter inside for a prescription
drug, a green circle with tree inside for jamu/herbal products, a green circle with three
asterisks for standardised herbal products and a green circle with snowflake for
phytopharmaceuticals.
▪ Further notes on distribution: Official Pharmacy e-commerce is counted as pharmacy. The
Indonesian government has not regulated drug sales through e-commerce, although the
National Agency of Drug and Food Control of Republic of Indonesia (BPOM) has been
working on regulatory proposals related to selling drugs online since late 2018. The Ministry of
Communication does, however, prohibit people from selling medicines through social media.
▪ Indonesian consumer health products and foods must be halal certified.
Vitamins and dietary supplements registration and classification
▪ The registration process for food supplements was legalised by BPOM regulation number
HK.00.05.41.1381, which was released in March 2005. In 2019 and 2020 there were no
further changes. Regarding packaging and labelling, chapter VI of the regulation states that
food supplements need to display the following information coherently and transparently on
the packaging or labelling:
▪ The words “Suplemen Makanan” (Food Supplement)
▪ Name of the product’s generic name alone, or with the brand name
▪ Name and address of manufacturer or importer

▪ Pack size, content and net weight
▪ Product composition by listing active ingredients
▪ Alcohol content, if any
▪ Directions for use, along with dosage form
▪ Contraindications, as well as precautions and warnings
▪ Product registration number issued by Indonesian Ministry of Health
▪ Date of manufacture and expiration
▪ Vitamins and dietary supplements are advertised in Indonesia mainly through special
salespersons in drugstores/parapharmacies, through direct selling, at special events, and
recently through influencers. Vitamins and dietary supplements used to be frequently
advertised on television, but the decreasing television audience has led brands to use more
engaging marketing strategies to engage with their customers, including joining social media
and promoting their products there.
▪ The National Health Service of Indonesia does not reimburse consumers for purchases of
vitamins.
▪ All consumer health and food products sold in Indonesia, including vitamins and dietary
supplements, must be halal certified.
▪ Direct selling is an important distribution channel in Indonesia, especially with regard to
vitamins and dietary supplements, with consumers becoming more interested in this channel
after learning about the positive experiences of friends and relatives. Vitamins and dietary
supplements can, however, be sold in any channel and there is no restriction for e-commerce,
unlike those applied to hazardous drugs, etc. Due to COVID-19, the government encouraged
people to buy consumer health products through e-commerce or drive through systems.
▪ Whilst vitamins and dietary supplements in tablet/capsule format, sold in large jars/bottles,
have long been popular, the latest trend in Indonesia is the gummy format, sold in small
plastic bags with zippers.
Self-medication/self-care and preventive medicine
▪ The government BPJS health programme started operating in 2014 throughout the country
under the BPJS Health Act (UU40/ 2004 of National Social Security System and UU24/ 2011
of Social Security Agency). Health insurance is provided by companies for employees and
their families or individuals. To help lower-income consumers, the government also subsidises
the cost of medical treatment (according to UUSJSN).
▪ Low-income consumers do not have to worry about the high cost of prescription drugs or
consultation fees. Public awareness of the importance of health has also increased as a result
of the widespread provision of information. Because self-medication/self-care does not
guarantee that an ailment will be healed quickly, the government indirectly encourages people
to go to the doctor. During the COVID-19 outbreak in the country, however, the government
encouraged people to use online consultation for out-patient and non-emergency cases, since
hospitals were considered as infectious areas.
Switches
▪ Switching or “delisting” is not common in Indonesia, where there is no official government

policy regarding active OTC ingredients. Registration for OTC and switching in Indonesia is
carried out on a case-by-case basis, which requires a manufacturer to show that a product
deserves to be listed as OTC. Rx-to-OTC switching is carried out by the BPOM, which closely
follows guidelines laid down by the US Food and Drug Administration (FDA). Accordingly,
active ingredients classified as OTC in the US are likely to attain the same classification in
Indonesia. There were no switches in Indonesia in 2019 or 2020. However, in March 2019 the
government (National Health Insurance) de-reimbursed two products: Bevasizumab (used to
obstruct cancer cell growth) and Cetuxiab (colorectal medicine).
GLOBAL MACROECONOMIC ENVIRONMENT
▪ The COVID-19 pandemic has forced governments to quarantine entire countries, disrupted
global supply chains, slashed business and consumer confidence and affected financial
markets. The effects on the global economy are already being felt, and will be substantial, but
the exact magnitude will depend on the length of COVID-19 restrictions.
▪ COVID-19 will severely impact both the supply and demand sides of the economy. At the
same time, monetary policy tools are almost exhausted due to the slow recovery from the
Global Financial Crisis. Interest rates have not recovered, so central banks have to resort to
Quantitative Easing programmes (QEs), but QEs have limited effect on labour markets,
consumer spending and other aspects of the real economy.
▪ Thus, countries have to turn to fiscal stimulus. However, the response to fiscal stimulus will be
limited too as long as people are quarantined in their homes. In the meantime, governments
are helping businesses and citizens by providing emergency loans to cover expenses and
lower the spillover effects through economies, but uncertainty surrounding the pandemic limits
economic activity.
GLOBAL INDUSTRY ENVIRONMENT
▪ COVID-19 represents an unprecedented public health and economic tragedy. The outbreak
has already caused a spike in growth in consumer health categories like cough, cold and
allergy (hay fever) remedies, analgesics, and vitamins and dietary supplements. In many
countries, there has been a run on these products, leading to disrupted supply and product
shortages, as consumers have bought products to relieve common symptoms of COVID-19
and maintain positive health outcomes. COVID-19 is pushing consumers towards products
they already use and trust, rather than experimenting with unfamiliar alternatives. This is
benefitting products that claim to boost immunity and improve general health overall, such as
vitamins, as well as those that can help relieve pain, sore throats and fever, such as
analgesics and cough remedies.
▪ The quality and shape of the public health response to COVID-19 and the underlying structure
of countries’ health systems are both influencing sales of consumer health products.
Countries with broad healthcare coverage, like Taiwan, are promoting medical visits and
prescriptions, while countries without broad coverage, like the US, are forced to rely more on
OTC remedies.
▪ As countries are seeing enforced quarantines, restrictions on travel, and work-from-home
policies, consumers are typically opting for purchases through e-commerce rather than store-
based retailers. This is atypical for OTC drugs, which are usually purchased in-store, but
could signal a broader movement to e-commerce in 2020.
▪ To better understand the impact of COVID-19 on the consumer health industry and what the
crisis could mean for near- and mid-term forecasts, please read the reports, Mapping the
Effects of Coronavirus on Consumer Health (March 2020), and The Coronavirus Basket in
Consumer Health: A Framework for Future Growth (May 2020), which serve as early guides
to forecasting the crisis, with insights on current results, lessons from previous crises on key
categories, and scenarios for understanding the virus’ future impact on the industry.
DISCLAIMER
Forecast closing date: 7 Sept 2020
Report closing date: 2 November 2020
Analysis and data in this report give full consideration to the impact of COVID-19 on
consumer behaviour and market performance in 2020 and beyond. However, the situation
continues to develop rapidly, and the influence and severity of the pandemic are constantly
evolving. For the very latest insight on COVID-19 and its impact on industries and consumers, at
both global and national level, readers can access strategic analysis and updates on
www.euromonitor.com and via the Passport system, where new content is being added on a
systematic basis.
DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
▪ PSSB measures – large-scale social restrictions to control COVID-19.
▪ Jamu: Indonesian herbal medicine made from natural ingredients which can be used as a
health and beauty product. What makes jamu unique amongst other types of OTC herbal
products is its combination of multiple natural ingredients, which are locally formulated for
either treating sickness or for use as health supplements. Jamu’s active ingredients can also
be used in cosmetic products. For example, akar manis is used as a whitening ingredient in
moisturisers and cleansers. Due to clinical testing difficulties, the multiple active ingredients
present in jamu are still not recognised as standard OTC products in Indonesia.
▪ SJSN: Acronym for Sistem Jaminan Sosial Nasional (National Social Security System), a new
social security system that was implemented in 2014 and guarantees full health protection.
▪ The total market size given for consumer health is the sum of OTC, sports nutrition, vitamins
and dietary supplements and weight management and wellbeing.
▪ The sum of these categories is greater than actual market size because allergy care is a
duplicate of categories found in cough, cold and allergy (hay fever) remedies, dermatologicals
and eye care; paediatric consumer health is an aggregate of paediatric categories in OTC and
vitamins and dietary supplements; and herbal/traditional products is an aggregate of
herbal/traditional categories in OTC and vitamins and dietary supplements.
▪ 2020 data are provisional and based on part-year estimates.
SOURCES
Sources used during the research included the following:
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
Indo Finanz
Informasi Spesialite Obat (ISO)
Investor
Klinik Pria
Kompas Newspaper
Main Saham
MIX Magazine
Satu Lelaki
Sinar Harapan
Suara Merdeka
SWA Magazine
Source: Euromonitor International
ANALGESICS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Analgesics sees a slower current value growth rate in 2020, as although systemic analgesics
performs well due to higher demand as a result of COVID-19, topical analgesics/anaesthetic
sees a decline due to less activity outside of the home
▪ Analgesics sees 5% retail current value growth in 2020, to reach IDR7.4 trillion
▪ Adult acetaminophen sees the highest current value growth in 2020, with a 9% increase to
reach IDR2.4 trillion
▪ Tempo Scan Pacific extends its lead in analgesics in 2020, to reach an 18% retail value share
▪ In the forecast period analgesics is expected to see a retail current value CAGR of 8% (4%
constant value CAGR at 2020 prices), to reach IDR10.7 trillion in 2025
2020 IMPACT
Systemic analgesics sees higher growth due to COVID-19

Analgesics is expected to see a slightly slower overall current value growth rate in 2020 than
was seen in all other years of the review period. However, performances are expected to vary
widely between categories, with systemic analgesics set to see stronger current value growth
than in the previous few years, and topical analgesics/anaesthetic expected to turn to decline.
This is a significant change from previous years, as many Indonesians had become concerned
about consuming products containing chemicals, and analgesics that could be applied externally
were increasingly favoured over products that had to be ingested. The reason for the change in
2020 is COVID-19. For instance, dentists, clinics and hospitals are seen as areas with high
potential for contracting the virus. Therefore, more people have been carrying out online
consultations and self-medicating, leading to rising sales of systemic analgesics. The largest
category within systemic analgesics, adult acetaminophen, is expected to see the strongest
growth, and a higher increase than in previous years, since it is commonly believed to be the
most effective analgesic for addressing the symptoms of COVID-19. It is also considered to be
the analgesic with the least side-effects, and some consumers stockpiled such products for fear
of contracting the virus and fear of shortages. Although consumers have been increasingly
price-conscious in this year due to the economic impact of COVID-19, this has not affected such
an essential category.
Indonesians tend to be convinced by news reports, regardless of the credibility and accuracy
of the information. This also led to a temporary rise in demand for other analgesics in the first
half of 2020, as at different times news reports stated the efficacy of these products against
COVID-19. For instance, although only expected to see a slow increase, and from a very low
base, adult aspirin is expected to recover from many years of decline in 2020, and this is due to
misleading information about the efficacy of aspirin to prevent or promote recovery from COVID-
19. Higher growth is also expected for ibuprofen, which although not popular amongst adults, is
a popular paediatric OTC analgesic. However, the WHO has confirmed that these news reports
made false statements, and the growth rates of aspirin and ibuprofen are expected to fall in the
second half of the year as consumers use up stocks rather than continuing to purchase.
However, after several years of posting dynamic current value growth, the large category of
topical analgesics/anaesthetic is expected to see a decline in 2020. This is mainly due to the
decrease in activities usually carried out outside the home, such as strenuous physical exercise,
which often leads to sore muscles and muscle strain. Large-scale social restrictions have led to
gym closures, and people have been asked to work and study from home where possible, which
has meant that outdoor activities and physical exercise have been limited. Therefore, topical
analgesics/anaesthetic is expected to see a fall in sales.
Share growth for e-commerce and chemists/pharmacies due to PSSB

measures
The increasing demand for online consultations in 2020 has led to increasing sales of
analgesics via e-commerce, with this distribution channel therefore expected to see a dynamic
increase in its value share in this year, although it will remain in the single digits. There has
been a strong drive to improve healthcare for Indonesia’s vast population through the use of
digital technology, and this inspired healthcare start-ups such as Medigo and Halodoc to
develop healthcare applications to help achieve this purpose. Such apps have seen an
enormous increase in demand as a result of COVID-19, contributing to growth in e-commerce.
The growth in e-commerce is also due to the rapid delivery customers can receive thanks to
new shipping methods now available to online shoppers, such as Go-Send by the GO-JEK
application, which allows a shop or drugstore to send medicines to customers directly, on the
day of purchase. Chemists/pharmacies, convenience stores and supermarkets are also
expected to record growth in their sales and shares of analgesics in 2020, as these channels
have all remained open despite PSSB measures.
However, these increases are expected to be at the expense of drugstores/parapharmacies
and traditional grocery retailers, which are set to see value share declines in 2020. Outlet
closures due to PSSB measures is the biggest reason for the decline in
drugstores/parapharmacies, since most of these outlets are located in shopping centres and
office buildings, which have had to temporarily close when rates of infection have been high.
Sales in traditional grocery retailers are set to decline, since during the pandemic consumers
have preferred to shop in supermarkets, hypermarkets or convenience stores for their groceries.
Traditional grocery retailers are considered to be less hygienic compared with modern grocery
retailers, which have strict hygiene protocols. These outlets are also more spacious, which helps
consumers to keep a safe distance from other shoppers.
Acetaminophen brands Paramex and Bodrex extend their lead

Paramex from Konimex Pharmaceutical Laboratories and Bodrex from Tempo Scan Pacific
have led sales of adult analgesics and ranked first in acetaminophen for more than a decade.
Their products are available in a wide range of distribution channels, and their sales have
continued to increase over the years. They are expected to extend their shares in analgesics in
2020, since acetaminophen is expected to see the strongest growth rate due to its
recommendation for COVID-19 patients. Although Paramex is expected to remain the leading
brand in 2020, Tempo Scan Pacific is expected to remain the leading company, as it also has
the Neo Rheumacyl brand in combination analgesics, which is also expected to see a strong
performance in this year.
Analgesics in packs of four are still amongst the most highly demanded presentations of OTC
systemic analgesics, and this is reflected in the offer and consequently the sales of these
leading brands. People do not take systemic analgesics on a daily basis, but when they need
the fast and instant effect that these products offer, they want to purchase a small pack, thus
buying the product in packs of four is preferable. Moreover, the majority of Indonesians have
problems with cash flow and are very price-sensitive; therefore they tend to purchase a pack
that offers a lower unit price rather than stocking up, although some stockpiling has been seen
in 2020 due to COVID-19.
RECOVERY AND OPPORTUNITIES
Rapid return to previous levels of growth in analgesics

The impact of COVID-19 is expected to be short-lived, as the current value growth rate for
analgesics is expected to rise back up to pre-pandemic levels in 2021, and remain at this higher
level for the rest of the forecast period. In fact, the current value CAGR in the forecast period
overall is expected to be marginally higher than that seen in the review period. As the virus is
better controlled, consumers are expected to return to their normal purchasing patterns. Due to
fewer cases of COVID-19, there is expected to be a slowdown in the growth rate of systemic
analgesics between 2020 and 2021. In addition, consumers are expected to use up any
stockpiles before purchasing. However, as lockdown restrictions are eased in areas with low
infection rates, consumers will be able to return to their normal daily lives and previous exercise
habits. This is expected to lead to a return to dynamic growth for topical analgesics/anaesthetic
from 2021.
Cultural habits will ensure rising demand for topical

analgesics/anaesthetic
A lasting impact of COVID-19 is that more consumers are expected to do more exercise,
since they will have higher concern for their health as a result of the pandemic. This is likely to
lead to more injuries, and for this reason, topical analgesics/anaesthetic is expected to return to
strong growth and see one of the best current value growth rates in the forecast period, despite
having already been available in Indonesia for many years. Indonesian consumers’ perception
of pain differs from that of Western consumers because, like other Asians, Indonesians see pain
as a reflection of an imbalance in the human body. As a result, they believe that the best way to
treat pain is to let the body heal naturally rather than to take pills. Consumers thus tend to seek
only temporary pain relief, rather than erasing it completely. This has led to robust sales of
topical analgesics/anaesthetic in the country, and this consumer behaviour is unlikely to change
significantly over the forecast period, leading to robust growth.
Whilst most products within topical analgesics/anaesthetic come in both patch and gel/cream
formats, there is a trend towards using the few stick and roll-on formats which are available for
pain relief. Increasing mobility is leading consumers to choose products that are more compact
and convenient, and these formats meet this requirement. Some of the more traditional brands
of topical analgesics/anaesthetic offered in Indonesia, for example Salonpas and Geliga, have
recently launched roll-on or stick versions of their products. Relatively new local brands
FreshCare and Safe Care offer roll-on products, which are also becoming very popular. More
such launches are expected over the forecast period due to consumers’ responsiveness to
these launches and a return to on-the-go lifestyles.
Menstrual analgesics set to see growth due to the rising number of

working women
There has been a notable increase in the number of working women in Indonesia, and this
trend is expected to continue in the forecast period. This is expected to lead to increasing sales
of analgesics targeted specifically for menstruation. As many women have problems with
stomach cramps and severe headaches when they menstruate, analgesics which target these
problems are likely to become more popular as women have to continue to work regardless.
Menstrual analgesics are expected to be regularly purchased as an essential product to keep at
the workplace. Currently ibuprofen is the only analgesic commonly recommended for alleviating
menstrual pain which has a notable presence in Indonesia. However, although ibuprofen is
expected to see growth, sales are expected to remain low.
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Systemic Analgesics 3,800.0 4,080.0 4,363.5 4,661.5 4,988.7 5,384.0

- Adult Analgesics 3,236.0 3,470.3 3,708.6 3,960.5 4,240.4 4,578.4
-- Adult Acetaminophen 1,753.9 1,868.0 1,978.9 2,094.2 2,228.2 2,419.8
-- Adult Aspirin 11.4 10.7 9.8 8.8 7.9 8.0
-- Adult Combination 1,470.6 1,591.5 1,719.9 1,857.5 2,004.2 2,150.5
Products - Analgesics
-- Adult Diclofenac - - - - - -
-- Adult Dipyrone - - - - - -
-- Adult Ibuprofen - - - - - -
-- Adult Ketoprofen - - - - - -
-- Adult Naproxen - - - - - -
-- Adult OTC Triptans - - - - - -
- Paediatric Analgesics 564.0 609.7 654.9 701.0 748.3 805.6
-- Paediatric 274.3 294.2 314.8 336.4 361.3 389.5
Acetaminophen
-- Paediatric Aspirin 10.7 8.6 6.8 5.2 4.1 2.9
-- Paediatric - - - - - -
Combination Products -
Analgesics
-- Paediatric Dipyrone - - - - - -
-- Paediatric Ibuprofen 279.0 307.0 333.4 359.3 382.9 413.1
-- Paediatric Naproxen - - - - - -
- Adult and Paediatric 3,800.0 4,080.0 4,363.5 4,661.5 4,988.7 5,384.0
Systemic Analgesics
-- Acetaminophen 2,028.3 2,162.2 2,293.7 2,430.6 2,589.6 2,809.4
-- Aspirin 22.2 19.2 16.6 14.1 12.0 10.9
-- Combination Products 1,470.6 1,591.5 1,719.9 1,857.5 2,004.2 2,150.5
- Analgesics
-- Diclofenac - - - - - -
-- Dipyrone - - - - - -
-- Ibuprofen 279.0 307.0 333.4 359.3 382.9 413.1
-- Ketoprofen - - - - - -
-- Naproxen - - - - - -
-- OTC Triptans - - - - - -
Topical Analgesics/ 1,385.4 1,539.1 1,687.2 1,850.1 2,024.0 1,979.5
Anaesthetic
Analgesics 5,185.4 5,619.1 6,050.7 6,511.6 7,012.7 7,363.4
Note: 2020 data is provisional and based on part-year estimates.
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Systemic Analgesics 7.9 7.2 41.7

- Adult Analgesics 8.0 7.2 41.5
-- Adult Acetaminophen 8.6 6.6 38.0
-- Adult Aspirin 1.3 -6.8 -29.8
-- Adult Combination Products - 7.3 7.9 46.2
Analgesics
-- Adult Diclofenac - - -
-- Adult Dipyrone - - -
-- Adult Ibuprofen - - -
-- Adult Ketoprofen - - -
-- Adult Naproxen - - -
-- Adult OTC Triptans - - -
- Paediatric Analgesics 7.6 7.4 42.8
-- Paediatric Acetaminophen 7.8 7.3 42.0
-- Paediatric Aspirin -29.3 -23.0 -72.9
-- Paediatric Combination Products - - - -
Analgesics
-- Paediatric Dipyrone - - -
-- Paediatric Ibuprofen 7.9 8.2 48.1
-- Paediatric Naproxen - - -
- Adult and Paediatric Systemic 7.9 7.2 41.7
Analgesics
-- Acetaminophen 8.5 6.7 38.5
-- Aspirin -9.1 -13.2 -50.7
-- Combination Products - Analgesics 7.3 7.9 46.2
-- Diclofenac - - -
-- Dipyrone - - -
-- Ibuprofen 7.9 8.2 48.1
-- Ketoprofen - - -
-- Naproxen - - -
-- OTC Triptans - - -
Topical Analgesics/Anaesthetic -2.2 7.4 42.9
Analgesics 5.0 7.3 42.0
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Laboratories PT
Hisamitsu Pharma 8.2 8.5 8.9 9.6 8.8
Indonesia PT
Indonesia Tbk PT
Indo Abadi Sarimakmur PT 4.3 4.4 4.5 4.5 4.3
Artois Pharmaceutical 1.7 3.4 4.1 4.1 3.5
Ind Co Ltd PT
Eagle Indo 2.6 2.5 2.5 2.5 2.4
Pharmaceutical PT
Sanbe Farma PT 1.0 1.0 1.1 1.1 1.2
Inc PT
Supra Ferbindo Farma PT 0.9 0.7 0.6 0.5 0.5
Sinde Budi Sentosa PT 0.2 0.2 0.1 0.1 0.1
Indonesia PT
Novartis Indonesia PT - - - - -
Others 17.6 17.8 18.2 18.9 18.8
Total 100.0 100.0 100.0 100.0 100.0
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
% retail value rsp


Laboratories PT
Salonpas (Hisamitsu Hisamitsu Pharma 8.5 8.9 9.6 8.8
Inc)
Puyer No 16 (Kalbe Bintang Toedjoe PT 7.7 7.5 7.2 7.4
Farma Tbk PT)
Neo Rheumacyl Tempo Scan Pacific Tbk PT 7.7 7.4 7.2 7.4
Counterpain (Taisho Taisho Pharmaceutical 5.5 5.3 5.2 5.1
Pharmaceutical Indonesia Tbk PT
Holdings Co Ltd)
Proris Pharos Indonesia PT 4.8 4.8 4.8 5.0
Koyo Cabe Indo Abadi Sarimakmur PT 4.4 4.5 4.5 4.3
Balpirik Artois Pharmaceutical 3.4 4.1 4.1 3.5
Ind Co Ltd PT
Tempra (Taisho Taisho Pharmaceutical 1.7 1.6 1.5 1.5
Holdings Co Ltd)
Geliga Eagle Indo 1.5 1.4 1.4 1.4
Pharmaceutical PT
Migran Konimex Pharmaceutical 1.6 1.5 1.4 1.4
Laboratories PT
Sanmol Sanbe Farma PT 1.0 1.1 1.1 1.2
Lang (Borden Co Eagle Indo 1.1 1.1 1.0 1.0
(Pte) Ltd) Pharmaceutical PT
Voltaren GSK Consumer Healthcare 1.0 1.0 1.0 0.8
Saridon (Bayer AG) Bayer Indonesia PT 0.7 0.7 0.7 0.7
Oskadon (Tempo Scan Supra Ferbindo Farma PT 0.7 0.6 0.5 0.5
Pacific Tbk PT)
Biogesic (United Medifarma Laboratories 0.5 0.5 0.5 0.5
Laboratories Inc) Inc PT
Feminax Konimex Pharmaceutical 0.2 0.2 0.2 0.2
Laboratories PT
Kaki Tiga (Wen Ken Sinde Budi Sentosa PT 0.2 0.1 0.1 0.1
Drug Co (Pte) Ltd)
Bayer Aspirin Bayer Indonesia PT 0.1 0.1 0.1 0.1

(Bayer AG)
Bodrexin Tempo Scan Pacific Tbk PT 0.1 0.0 0.0 0.0
Contrexyn (Tempo Supra Ferbindo Farma PT 0.0 0.0 0.0 0.0
Scan Pacific Tbk PT)
Inzana Konimex Pharmaceutical 0.0 0.0 0.0 0.0
Laboratories PT
Voltaren (Novartis Novartis Indonesia PT - - - -
AG)
Others Others 17.8 18.2 19.0 18.9
Total Total 100.0 100.0 100.0 100.0
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Systemic Analgesics 5,384.0 5,566.9 5,754.4 5,949.1 6,156.3 6,373.4

- Adult Analgesics 4,578.4 4,731.1 4,890.0 5,056.6 5,234.5 5,421.1
-- Adult Acetaminophen 2,419.8 2,494.2 2,573.7 2,660.2 2,757.4 2,863.5
-- Adult Aspirin 8.0 7.0 6.1 5.4 4.8 4.2
-- Adult Combination 2,150.5 2,229.9 2,310.1 2,391.0 2,472.3 2,553.4
Products - Analgesics
-- Adult Diclofenac - - - - - -
-- Adult Dipyrone - - - - - -
-- Adult Ibuprofen - - - - - -
-- Adult Ketoprofen - - - - - -
-- Adult Naproxen - - - - - -
-- Adult OTC Triptans - - - - - -
- Paediatric Analgesics 805.6 835.8 864.4 892.5 921.8 952.3
-- Paediatric 389.5 406.1 423.0 441.6 462.0 483.9
Acetaminophen
-- Paediatric Aspirin 2.9 2.2 1.7 1.4 1.1 0.9
-- Paediatric - - - - - -
Analgesics
-- Paediatric Dipyrone - - - - - -
-- Paediatric Ibuprofen 413.1 427.5 439.6 449.6 458.7 467.5
-- Paediatric Naproxen - - - - - -
- Adult and Paediatric 5,384.0 5,566.9 5,754.4 5,949.1 6,156.3 6,373.4
Systemic Analgesics
-- Acetaminophen 2,809.4 2,900.3 2,996.7 3,101.8 3,219.4 3,347.4
-- Aspirin 10.9 9.2 7.9 6.8 5.9 5.2
-- Combination Products 2,150.5 2,229.9 2,310.1 2,391.0 2,472.3 2,553.4
- Analgesics
-- Diclofenac - - - - - -
-- Dipyrone - - - - - -
-- Ibuprofen 413.1 427.5 439.6 449.6 458.7 467.5
-- Ketoprofen - - - - - -
-- Naproxen - - - - - -
-- OTC Triptans - - - - - -
Topical Analgesics/ 1,979.5 2,055.6 2,133.3 2,218.1 2,309.2 2,407.4
Anaesthetic
Analgesics 7,363.4 7,622.4 7,887.7 8,167.2 8,465.5 8,780.8
trade sources
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Systemic Analgesics 3.4 3.4 18.4

- Adult Analgesics 3.3 3.4 18.4
-- Adult Acetaminophen 3.1 3.4 18.3
-- Adult Aspirin -12.5 -12.1 -47.5
-- Adult Combination Products - 3.7 3.5 18.7
Analgesics
-- Adult Diclofenac - - -
-- Adult Dipyrone - - -
-- Adult Ibuprofen - - -
-- Adult Ketoprofen - - -
-- Adult Naproxen - - -
-- Adult OTC Triptans - - -
- Paediatric Analgesics 3.8 3.4 18.2
-- Paediatric Acetaminophen 4.2 4.4 24.2
-- Paediatric Aspirin -24.3 -20.3 -67.8
-- Paediatric Combination Products - - - -
Analgesics
-- Paediatric Dipyrone - - -
-- Paediatric Ibuprofen 3.5 2.5 13.2
-- Paediatric Naproxen - - -
- Adult and Paediatric Systemic 3.4 3.4 18.4
Analgesics
-- Acetaminophen 3.2 3.6 19.2
-- Aspirin -15.7 -14.0 -52.9
-- Combination Products - Analgesics 3.7 3.5 18.7
-- Diclofenac - - -
-- Dipyrone - - -
-- Ibuprofen 3.5 2.5 13.2
-- Ketoprofen - - -
-- Naproxen - - -
-- OTC Triptans - - -
Topical Analgesics/Anaesthetic 3.8 4.0 21.6
Analgesics 3.5 3.6 19.2
trade sources
SLEEP AIDS IN INDONESIA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Sleep aids remains a small category in 2020 due to the government restrictions on
ingredients, and sees only a small impact from COVID-19
▪ Sleep aids sees 8% retail current value growth in 2020, to reach IDR14.7 billion
▪ Soho Industri Pharmasi maintains its dominance in sleep aids in 2020, reaching a 78% retail
value share
▪ In the forecast period sleep aids is expected to see a retail current value CAGR of 9% (5%
constant value CAGR at 2020 prices), to reach IDR22.2 billion in 2025
2020 IMPACT
Sleep aids maintains growth but remains A small category, limited by

regulation
In 2020, sleep aids is expected to maintain a similar current value growth rate to that seen in
previous years of the review period. COVID-19 is expected to make a minor contribution to
demand due to stress, anxiety and depression about the virus and the economic fallout from
measures taken to control it in the country. However, growth is also expected to continue be due
to factors such as increasing coffee consumption, which can lead to sleep disorders. Coffee is
becoming increasingly popular as a hot drink in Indonesia, and people are starting to drink it at
any time of the day. The caffeine content often leads to difficulty getting to sleep or staying
asleep, or waking too early. Consumers’ increasingly busy lives both at home and at work and
the popularity of video games and films is also affecting sleep routines. Nevertheless, sleep aids
remains a very small category in the country, limited by the regulation that TC products can only
contain herbal ingredients.
Competition from Rx products and teas

Consumers are reluctant to take OTC sleep aids, and if they do, they do not consume them
regularly. Some consumers would rather consult a doctor to get Rx sleep aids. At the other end
of the spectrum, other Indonesians use white, herbal or decaffeinated tea as a substitute for
sleep aids, in the belief that Rx and OTC sleep aids are, or can become, addictive. This
perception may be a result of them confusing sleep aids with sedatives, which can become
addictive if people abuse their prescriptions. Thus, a number of consumers are consuming teas
such as chamomile to help them enjoy a restful night’s sleep without risking addiction.
Regulation means few players; Soho Industri Pharmasi maintains its

dominance
The government has strict regulations on sleep aids, which means this category has very few
players. The government only allows companies which use herbal ingredients to sell OTC sleep
aids, since it wants to prevent the misuse of sleep aids as narcotic drugs. This means OTC
sleep aids sees little innovation and new brands have little incentive to join the competition. Any
sleep aids which are not herbal are prescription drugs and must be prescribed by a doctor. Due
to the restrictions around sleep aids, consumers are afraid to take such products when they do
have sleep problem, and they do not tend to take them regularly. This means that the category
remains very small in the country.
Domestic brand Lelap from Soho Industri Pharmasi is expected to continue to dominate sleep
aids in 2020. It has a patented herbal formulation, and its product is offered in a small pack size
containing four units, which is good for occasional use. The domestic brands Jamu Borobudur
Penenang and Prostresa from Sido Muncul are expected to continue to account for most of the
balance of share in sleep aids in 2020. All of these domestic brands are perceived as offering
effective and quick relief for sleep problems without addiction. Lelap’s dominance over the other
two local brands can be attributed not only to the fact that it has been available for many years
in Indonesia and enjoys an exceptionally strong brand image, but also to the fact that Soho
Industri Pharmasi regularly promotes it via above-the-line promotional marketing channels such
as television.
Stressful, busy lives set to lead to A rising rate of growth

Sleep aids is set to see a rising rate of current value growth over the forecast period, with the
forecast period CAGR expected to be higher than the review period CAGR. As was seen
throughout the review period, the rates of stress, depression and anxiety are expected to
increase in Indonesia over the forecast period, which will impact people’s sleep routine. There
are many factors that will contribute to these problems, such as the economic impact of
measures undertaken to control COVID-19, work problems, social media, people’s addiction to
video games and generally busier lifestyles. High levels of stress are particularly noticeable in
urban areas, where people lose sleep over work pressures and irregular office hours, social
media interactions and societal trends reflected there, such as body shaming. As lifestyles have
gradually become more intense, more sleep disorders and disruption to sleep routines are
expected, which will lead to higher growth rates for sleep aids. There is also expected to be a
greater willingness to take sleep aids amongst consumers, as more people understand that
OTC products contain herbal ingredients and no addictive substances due to government
regulation.
Store-based retailers preferred, especially health and beauty specialist

retailers
Sleep aids are widely available in drugstores/parapharmacies and chemists/pharmacies in the
country, with these health and beauty specialist retailers accounting for the highest share of
sales in 2020. However, modern grocery retailers also account for a high share of sales; this is
expected to rise in the forecast period due to their large attractive outlets and good hygiene
measures. Although e-commerce is expected to see share growth in the forecast period,
maintaining the trend seen in 2020 due to COVID-19, this is from a low base, and most people
will continue to use store-based retailers for purchases.
No new players expected

Although sleep aids is expected to see strong current value growth over the forecast period, it
is unlikely that more brands will join the competitive environment, due to the limits on the
ingredients allowed to be used in OTC sleep aids. In addition, it is a very small category in the
context of overall consumer health, which will make it unappealing to new players. Lelap is
therefore expected to remain the dominant brand over the forecast period, as it is well-known
amongst Indonesians.
CATEGORY DATA
Table 17 Sales of Sleep Aids: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Sleep Aids 10.1 10.9 11.7 12.6 13.6 14.7

Table 18 Sales of Sleep Aids: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Sleep Aids 7.9 7.8 45.6

Table 19 NBO Company Shares of Sleep Aids: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Jamu Borobudur PT 9.5 9.2 8.9 8.8 7.9
Sido Muncul PT 8.8 8.5 8.1 7.6 7.2
Others 5.2 5.0 6.4 6.8 6.9
Total 100.0 100.0 100.0 100.0 100.0
Table 20 LBN Brand Shares of Sleep Aids: % Value 2017-2020
% retail value rsp

Lelap Soho Industri Pharmasi PT 77.2 76.6 76.9 78.1

Jamu Borobudur Jamu Borobudur PT 9.2 8.9 8.8 7.9
Penenang
Prostresa Sido Muncul PT 8.5 8.1 7.6 7.2
Others Others 5.0 6.4 6.8 6.9
Total Total 100.0 100.0 100.0 100.0
Table 21 Forecast Sales of Sleep Aids: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Sleep Aids 14.7 15.3 16.0 16.7 17.5 18.3

trade sources
Table 22 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Sleep Aids 4.4 4.6 25.0

trade sources
COUGH, COLD AND ALLERGY (HAY

FEVER) REMEDIES IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Stronger current value growth is seen for cough, cold and allergy (hay fever) remedies in
2020, as consumers purchase products to self-medicate to avoid visiting a doctor and to
boost their immunity
▪ Cough, cold and allergy (hay fever) remedies sees 13% retail current value growth in 2020, to
reach IDR12.6 trillion
▪ Combination products – cough, cold and allergy (hay fever) remedies sees the highest current
value growth in 2020, with a 14% increase to reach IDR8.1 trillion
▪ Deltomed Laboratories extends its lead in cough, cold and allergy (hay fever) remedies in
2020, to reach a 15% retail value share
▪ In the forecast period cough, cold and allergy (hay fever) remedies is expected to see a retail
current value CAGR of 12% (7% constant value CAGR at 2020 prices), to reach IDR21.7
trillion in 2025
2020 IMPACT
Consumers self-medicate to try and protect themselves from COVID-19

In 2020, cough, cold and allergy (hay fever) remedies is expected to see stronger current
value growth than in any other year of the review period. The stronger growth rate is because
consumers have been trying to protect themselves from COVID-19 by avoiding going to doctors’
clinics or hospitals, where they fear they are more likely to contract the virus. This consumer
behaviour is expected to continue for the rest of the year, since the country has not yet been
successful in controlling the pandemic. As one of the main symptoms of COVID-19 is a cough,
cough remedies is expected to see a particularly strong increase in growth in 2020, as
consumers purchase such products just in case they catch the virus. Consumers have not been
price-sensitive in this category, despite the economic fallout from measures taken to prevent the
spread of the virus, since they perceive such products as essential.
Due to its geographic location in Southeast Asia, Indonesia also has to face the rainy season,
which is
usually the season for coughs and colds. The increasing instability of the weather due to
global warming has only been exacerbating health issues, particularly for children, whose
immune systems are still developing. There is the fear that if coughs and colds are contracted at
the same time as COVID-19, the outcome would not be good. This is set to lead to a spike in
the growth rate of the largest category, combination products, in particular in 2020. Consumers
are very familiar with these products, and they can be used to address a variety symptoms,
including those associated with COVID-19. The top two brands within the category, Antangin
and Tolak Angin, offer herbal ingredients such as cardamom, ginger and clove, which add to
their appeal. Such products claim to cure colds, nausea and influenza symptoms, and even
claim to help strengthen the immune system, contributing to the higher growth rate expected in
2020.
Although systemic antihistamines/allergy remedies is expected to buck the trend in 2020 and
see a strong double-digit current value decline, this is a long-standing trend and is not related to
COVID-19. It is also the smallest category within cough, cold and allergy (hay fever) remedies
and is not expected to have an impact on the overall growth rate of the category.
E-commerce rises very strongly from A low base as store-based outlets

close
During 2020 consumers have increasingly resorted to online medical consultations, wanting to
avoid visiting doctors’ clinics and hospitals in person, as they believe they are more likely to
catch COVID-19 there. Online consultations often lead to online sales, which is expected to lead
to a strong rise in the share of sales of cough, cold and allergy (hay fever) remedies via e-
commerce, although this share is expected to remain low. Consumers have also turned to e-
commerce due to PSSB measures, as with the closure of non-essential outlets consumers are
turning to the channels that remain available to them. Chemists/pharmacies is expected to
remain the largest distribution channel, and is also expected to see a rising share of sales, as
these outlets have remained open. during the local lockdowns, contributing to growth. The same
also applies to convenience stores, supermarkets and hypermarkets, which are also expected to
see rising distribution shares within cough, cold, and allergy (hay fever) remedies.
However, drugstores/parapharmacies and traditional grocery retailers are set to post value
share declines. Drugstores/parapharmacies is expected to suffer from the temporary closure of
some shopping centres, where many of these outlets are located. Meanwhile, traditional grocery
retailers is expected to lose out to modern grocery retailers, which are perceived to implement
better hygiene measures; this has been important to consumers when COVID-19 has been
spreading around the country. More modern outlets usually also offer more space, which
enables them to avoid getting too close to people and to keep a safe distance. This is more
likely to be a longer-lasting downwards trend than the decline in drugstores/parapharmacies.
Players in combination products perform well

The Antangin brand from Deltomed Laboratories is expected to continue to lead cough, cold
and allergy (hay fever) remedies in 2020. This is due to its strong presence, outstanding brand
image, relatively cheap prices and widespread availability via traditional distribution channels. It
competes closely with Sido Muncul’s Tolak Angin brand, as they are similar products. These
brands have established the leading positions in the biggest category, combination products.
Their herbal formulae are believed to effectively help alleviate colds, coughs, fever, nausea and
fatigue. Indonesians consider Antangin and Tolak Angin as go-to OTC remedies when they are
not feeling well. During the first half of 2020 they saw rising demand due to their claim to help
boost the immune system, which appealed to consumers looking to avoid contracting COVID-
19. It also helps that their compact and ready-to-go packaging is aligned with the demand for
more convenient products. Although mobile and active lifestyles have taken a back seat in 2020,
this attribute is expected to contribute to maintaining their positions throughout the forecast
period.
Kalbe Farma is expected to continue to rank second in cough, cold and allergy (hay fever)
remedies in 2020. It too has a presence in combination products, with Mixagrip and Procold, but
it also has a particularly strong position in pharyngeal preparations with the Woods’ Lozenges
brand and in cough remedies with Woods’ Antitussive and Expectorant. This means that some
of its sales are in categories which are expected to see slower growth than combination
products in 2020, which is expected to lead the company to see a value share decline in overall
cough, cold and allergy (hay fever) remedies.
Rising pollution set to maintain high levels of growth

Despite the expectation of a slight slowdown in current value growth in 2021 and for the rest
of the forecast period, the growth rate in cough, cold and allergy (hay fever) remedies is not
expected to return to the levels seen pre-COVID-19. The current value CAGR in the forecast
period is therefore expected to be higher than the review period CAGR. Indonesia is known for
its high pollution rate, particularly in big cities, which is expected to lead to more throat and
nasal problems, with coughs, sore throats and runny noses expected to be the most common
problems. Although the pollution rate decreased for around two months at the beginning of 2020
due to large-scale social restrictions, and the government reimposed a partial lockdown in
Jakarta in September after a spike in cases, the effects are not expected to last. After
reopening, traffic is expected to return to previous levels, with the same resultant problems. It
may even be worse, as consumers are more likely to prefer using their own car or other vehicle
rather than using public transportation to maintain social distancing. This is expected to lead to a
worse pollution rate and increasing throat and nose problems. Whilst government steps to
reduce the number of petrol vehicles in Indonesia are expected to help mitigate some of these
health issues, the problem is expected to remain relatively unabated. Therefore, a continued
rise in sales is expected for cough, cold and allergy (hay fever) remedies in the forecast period.
Combination products is expected to continue to see the strongest current value growth rate
in the forecast period. Combinations of herbal and chemical ingredients offer a wide range of
benefits, and are therefore expected to remain highly popular amongst Indonesian consumers.
The category is therefore expected to maintain a double-digit current value CAGR in the
forecast period. Most other categories are also expected to see strong performances, with the
exception of systemic antihistamines/allergy remedies, which is set to maintain its long-standing
decline from an already low base.
Rising popularity of pharyngeal preparations both pre- and post-COVID-

19
Pharyngeal preparations is expected to post higher current value growth over the forecast
period than was seen in the review period. Consumers will be more aware of and concerned
about their health as a result of COVID-19, particularly when they start to go back to the office
and recommence their normal routines. However, even before COVID-19, more people were
consuming pharyngeal preparations daily. Due to increasing problems with bacterial or viral
throat irritation and inflammation (or pharyngitis) in the country, these remedies were
increasingly popular, boosted by the fact that many people consider pharyngeal preparations as
refreshing confectionery. It is very common in Indonesia to see healthy people consume
Strepsils, Woods’ Lozenges, Tolak Angin Lozenges and other mint-based and sugar-free
products that promote their benefits for the throat. Therefore, the consumer base is wider for
pharyngeal preparations than for other cough, cold and allergy (hay fever) remedies, which are
perceived as more medicinal. Most pharyngeal preparations are also highly accessible, as they
are located near checkout counters; they are widely available in convenience stores,
supermarkets, hypermarkets, drugstores/parapharmacies, chemists/pharmacies and traditional
grocery retailers. As pharyngeal preparations are likely to continue to be considered a daily
need, at least at the beginning of the forecast period, strong growth is expected to continue.
Convenience and fragrance important to younger generations

The FreshCare and Safe Care brands within decongestant rubs are showing promise and are
expected to perform well in the forecast period. Unlike other popular decongestant rubs,
products from FreshCare and Safe Care are available in a compact roll-on format, which is
convenient as it prevents the user having to touch the product during application. Furthermore,
they also promote various fragrances, which appeals to younger consumers. Indeed, according
to trade interviews, it seems that older and younger generations have differing preferences
when it comes to decongestant rubs. Whilst older consumers choose decongestant rubs based
on their heat and efficacy, younger generations place more value on ease of use and fragrance.
This is expected to contribute to the growth of these brands in the forecast period.
CATEGORY DATA
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Antihistamines/Allergy 3.7 3.2 2.8 2.4 2.0 1.7

Remedies (Systemic)
Paediatric Cough, Cold 919.4 1,016.6 1,119.7 1,232.5 1,363.1 1,526.7
and Allergy Remedies
Paediatric Allergy - - - - - -
Remedies
Paediatric Cough/Cold 919.4 1,016.6 1,119.7 1,232.5 1,363.1 1,526.7
Remedies
Combination Products - 4,642.4 5,169.6 5,747.6 6,379.9 7,132.7 8,102.7
Cough, Cold and Allergy
(Hay Fever) Remedies
Cough Remedies 1,505.1 1,591.0 1,683.0 1,775.9 1,882.4 2,130.9
- Nasal Sprays 4.8 4.7 4.6 4.5 4.4 4.5
- Oral Decongestants 7.8 7.6 7.2 6.8 6.5 6.5
- Inhalant Decongestants 12.6 12.8 13.0 13.2 13.4 14.0
- Decongestant Rubs 106.5 112.8 119.3 125.7 132.4 142.2
- Nasal Decongestant 4.7 4.9 5.0 5.1 5.2 5.4
Drops
- Nasal Decongestant - - - - - -
Plasters
Decongestants 136.4 142.6 149.0 155.3 162.0 172.7
Medicated Confectionery 196.0 215.6 224.5 231.4 247.6 262.7
Pharyngeal Preparations 275.3 295.8 315.8 335.9 359.4 395.7
Cough, Cold and Allergy 7,678.4 8,434.5 9,242.5 10,113.1 11,149.2 12,593.0
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value
Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Antihistamines/Allergy Remedies -18.2 -14.9 -55.4

(Systemic)
Paediatric Cough, Cold and Allergy 12.0 10.7 66.1
Remedies
Paediatric Allergy Remedies - - -
Paediatric Cough/Cold Remedies 12.0 10.7 66.1
Combination Products - Cough, Cold and 13.6 11.8 74.5
Allergy (Hay Fever) Remedies
Cough Remedies 13.2 7.2 41.6
- Nasal Sprays 2.2 -1.0 -4.9
- Oral Decongestants 0.5 -3.4 -16.1
- Inhalant Decongestants 4.3 2.1 11.2
- Decongestant Rubs 7.4 6.0 33.6
- Nasal Decongestant Drops 3.5 2.7 14.3
- Nasal Decongestant Plasters - - -
Decongestants 6.6 4.8 26.7
Medicated Confectionery 6.1 6.0 34.0
Pharyngeal Preparations 10.1 7.5 43.7
Cough, Cold and Allergy (Hay Fever) 13.0 10.4 64.0
Remedies
Table 25 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Sido Muncul PT 14.3 12.8 11.8 11.5 12.0
Combiphar PT 10.4 10.5 10.4 10.2 10.4
Laboratories PT
Inc PT
Henson Farma PT 3.1 3.2 3.3 3.2 3.1
Sanbe Farma PT 2.2 2.2 2.2 2.1 2.1
Boots Co (Far East) Pte 1.2 1.2 1.2 1.2 1.2
Ltd, The
Lofthouse of Fleetwood 1.3 1.2 1.2 1.1 1.1
Ltd
Mecosin Indonesia PT 1.4 1.3 1.2 1.1 1.1
Boehringer Ingelheim 0.9 0.9 0.8 0.8 0.8
Indonesia PT
Johnson & Johnson 0.9 0.9 0.9 0.8 0.7
Indonesia PT
Ricola AG 0.7 0.6 0.6 0.6 0.6
Tropica Mas 0.4 0.3 0.3 0.3 0.2
Pharmaceutical PT
Iduna Healthcare BV 0.2 0.2 0.2 0.2 0.2
Guardian Pharmatama PT 0.2 0.2 0.2 0.2 0.1
Novell Pharmaceutical 0.2 0.2 0.2 0.2 0.1

Laboratories PT
Saka Farma PT 0.3 0.2 0.2 0.2 0.1
Tbk PT
Gratia Husada Farma PT 0.0 0.0 0.0 0.0 0.0
Indonesia PT
Others 13.3 15.0 16.6 19.5 19.1
Total 100.0 100.0 100.0 100.0 100.0
Table 26 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value
2017-2020
% retail value rsp


Mixagrip Kalbe Farma Tbk PT 9.2 9.2 8.9 8.6
Ultraflu Henson Farma PT 3.1 3.1 3.1 3.0
Woods' Kalbe Farma Tbk PT 3.0 3.0 2.8 2.8
Neozep (United Medifarma Laboratories 2.8 2.7 2.6 2.6
Sanaflu Sanbe Farma PT 2.2 2.2 2.1 2.1
Termorex Konimex Pharmaceutical 1.7 1.8 1.8 1.8
Laboratories PT
Komix (Kalbe Farma Bintang Toedjoe PT 2.0 1.9 1.7 1.6
Tbk PT)
Laboratories PT
Decolgen (United Medifarma Laboratories 1.3 1.3 1.3 1.3
Strepsils (Reckitt Boots Co (Far East) Pte 1.2 1.2 1.2 1.2
Benckiser Group Plc Ltd, The
(RB))
Fisherman's Friend Lofthouse of Fleetwood Ltd 1.2 1.2 1.1 1.1
Laserin Mecosin Indonesia PT 1.3 1.2 1.1 1.1
Procold Kalbe Farma Tbk PT 1.0 1.0 0.9 0.9
Bisolvon (Sanofi) Boehringer Ingelheim 0.9 0.8 0.8 0.8
Indonesia PT
OB Herbal Deltomed Laboratories PT 0.8 0.8 0.7 0.7
Benadryl (Johnson & Johnson & Johnson 0.9 0.9 0.8 0.7
Johnson Inc) Indonesia PT
Konidin Konimex Pharmaceutical 0.8 0.8 0.7 0.7
Laboratories PT
Inza Konimex Pharmaceutical 0.8 0.7 0.7 0.7
Laboratories PT
Ricola Ricola AG 0.6 0.6 0.6 0.6
Contrex Tempo Scan Pacific Tbk PT 0.3 0.3 0.3 0.3
OBH Tropica Tropica Mas 0.3 0.3 0.3 0.2

Pharmaceutical PT
SP Troches (Meiji Iduna Healthcare BV 0.2 0.2 0.2 0.2
Holdings Co Ltd)
Decolsin (United Medifarma Laboratories 0.2 0.2 0.2 0.2
Gamble Co, The)
Others Others 16.4 17.9 20.7 20.1
Total Total 100.0 100.0 100.0 100.0
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Antihistamines/Allergy 1.7 1.4 1.2 1.1 0.9 0.9

Remedies (Systemic)
Paediatric Cough, Cold 1,526.7 1,637.4 1,745.1 1,856.5 1,971.1 2,090.3
Paediatric Allergy - - - - - -
Remedies
Paediatric Cough/Cold 1,526.7 1,637.4 1,745.1 1,856.5 1,971.1 2,090.3
Remedies
Combination Products - 8,102.7 8,809.6 9,534.3 10,305.6 11,129.3 12,005.8
Cough Remedies 2,130.9 2,285.3 2,429.4 2,556.8 2,682.7 2,812.2
- Nasal Sprays 4.5 4.5 4.3 4.2 4.1 4.0
- Oral Decongestants 6.5 6.3 6.1 5.8 5.6 5.4
- Inhalant Decongestants 14.0 13.9 13.8 13.8 13.7 13.7
- Decongestant Rubs 142.2 145.7 148.7 151.3 153.8 155.6
- Nasal Decongestant 5.4 5.4 5.3 5.2 5.2 5.1
Drops
- Nasal Decongestant - - - - - -
Plasters
Decongestants 172.7 175.7 178.2 180.4 182.4 183.7
Medicated Confectionery 262.7 270.1 278.5 287.7 297.9 308.2
Pharyngeal Preparations 395.7 418.8 440.8 461.1 480.6 500.2
Cough, Cold and Allergy 12,593.0 13,598.3 14,607.6 15,649.1 16,744.9 17,901.3
trade sources
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
% Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Antihistamines/Allergy Remedies -15.4 -12.3 -48.1
(Systemic)
Remedies
Paediatric Allergy Remedies - - -
Paediatric Cough/Cold Remedies 7.2 6.5 36.9
Combination Products - Cough, Cold and 8.7 8.2 48.2
Cough Remedies 7.2 5.7 32.0
- Nasal Sprays -1.9 -2.7 -13.0
- Oral Decongestants -3.3 -3.8 -17.7
- Inhalant Decongestants -0.6 -0.5 -2.3
- Decongestant Rubs 2.4 1.8 9.4
- Nasal Decongestant Drops -0.6 -1.2 -5.9
- Nasal Decongestant Plasters - - -
Decongestants 1.8 1.2 6.4
Medicated Confectionery 2.8 3.2 17.3
Pharyngeal Preparations 5.8 4.8 26.4
Cough, Cold and Allergy (Hay Fever) 8.0 7.3 42.2
Remedies
trade sources
DERMATOLOGICALS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Dermatologicals declines in 2020, as the economic impact of COVID-19 leads increasingly

price-conscious consumers to trade down, although mask-wearing leads to higher demand for
nappy (diaper) rash treatments
▪ Dermatologicals sees a 5% retail current value decline in 2020, falling to IDR2.2 trillion
▪ Nappy/diaper rash treatments sees the highest current value growth in 2020, with a 15%
increase to reach IDR149.4 billion
▪ Johnson & Johnson Indonesia extends its lead in dermatologicals in 2020, to reach a 20%
retail value share
▪ In the forecast period dermatologicals is expected to see a retail current value CAGR of 3%
(negative 1% constant value CAGR at 2020 prices), to reach IDR2.5 trillion in 2025
2020 IMPACT
Strong growth for nappy (diaper) rash treatments due to wearing masks
After seeing solid current value growth during most of the review period, dermatologicals is
expected to see a decline in 2020, which can be attributed to COVID-19. However, the impact
on the categories within dermatologicals is expected to be different. For instance, strong growth
is expected for nappy (diaper) rash treatments, even higher than the double-digit growth seen in
the previous few years. These products are not only used for babies and toddlers, but also for
elderly people with incontinence to prevent rashes. However, the expected increase in the
growth rate in 2020 is because these products have also been used on adults’ faces to heal skin
problems arising from wearing masks. Many people have had rashes and other skin problems
due to excessive mask usage.
At the other end of the spectrum, medicated shampoos is expected to see one of the
strongest current value declines in 2020, falling from solid growth in 2019. Economic problems
are being seen as a result of measures implemented by the government to try and control the
spread of COVID-19, leading to declining consumer spending power, which is expected to affect
demand. Since medicated shampoos are quite expensive compared with standard shampoos,
some movement is expected from one category to the other. Meanwhile, antiparasitics/lice
(head and body) treatments is set to see the strongest current value decline in 2020. A declining
trend had already been seen for several years in the review period, but the rate of decline is
expected to accelerate strongly. This is mainly due to the closure of schools as a result of the
pandemic, which has led to less opportunity for the spread of lice.
Outlet closures due to COVID-19 lead to decline for

drugstores/parapharmacies
Store-based retailers such as chemists/pharmacies and drugstores/parapharmacies are
expected to remain the main distribution channels for dermatologicals in 2020, since consumers
tend to seek advice from pharmacists in such outlets. All dermatologicals are readily available in
these healthcare specialist retailers, but topical germicidals/antiseptics and antipruritics also can
be obtained in more easily accessible channels, such as convenience stores. However, in 2020
the competitive landscape is expected to see changes due to COVID-19. Chemists/pharmacies
is expected to see a strong increase in distribution share, along with smaller increases for
hypermarkets and supermarkets. All these channels have remained open during the PSSB
measures implemented by the government to limit the spread of the virus. Different areas have
been under these measures at different times of the year according to the COVID-19 infection
rate. The other distribution channel expected to see an increase is e-commerce. Increasing
demand has been seen for online consultations, as some people have been reluctant to go to
hospital during the pandemic for fear of contracting the virus; this is also leading online sales of
dermatologicals to rise. Online sales also have the benefit of home delivery, which means
consumers do not have to leave their homes and risk their health. Nevertheless, sales are rising
from a low base, and the share of e-commerce is expected to remain small in 2020.
Traditional grocery retailers is one of the channels which is expected to suffer from the growth
of these channels. These outlets are not considered to be as hygienic as modern grocery
retailers with stringent cleaning procedures, which has put consumers off visiting, as they have
becoming more hygiene-aware due to COVID-19. Traditional grocery retailers also have the
disadvantage of having a small sales area, which means social distancing is more difficult.
Meanwhile, the share of drugstores/parapharmacies is expected to decline in 2020 as many of
these outlets were shut along with the temporary closure of shopping centres in high-infection
areas. Although not all shopping centres have closed during PSSB measures, it is expected to
be enough to negatively impact the sales and share of drugstores/parapharmacies in 2020.
Daktarin performs well due to its strength in nappy (diaper) rash

treatments
Johnson & Johnson Indonesia is expected to maintain its lead in dermatologicals in value
terms in 2020, with its Daktarin brand remaining the leading brand. It is expected to remain the
leader in both topical antifungals (Daktarin) and nappy (diaper) rash treatments (Daktarin
Diaper). It has a strong image as a brand to combat fungal problems and rashes thanks to its
long-standing presence and strong distribution. In addition, with the strong current value growth
expected for nappy (diaper) rash treatments, Daktarin is set to increase its value share in 2020.
However, the company also has a presence in medicated shampoos with Nizoral. This category
is not expected to perform well in 2020 due to consumers’ falling disposable incomes, and the
decline for this brand is therefore expected to offset some of the gains of Daktarin.
Nappy (diaper) rash treatments set to drive growth

Although dermatologicals is expected to return to current value growth in 2021, the rate of
increase is expected to be negligible. Even by the end of the forecast period, the growth rates
seen in the review period are not expected to be achieved. It is not until 2024 that the 2019 pre-
COVID-19 level of sales is expected to be reached. With price-consciousness set to continue
due to the economic impact of COVID-19, consumers are likely to be slow to return to
categories in which there are cheaper alternatives, such as medicated shampoos (standard
shampoos) and antiparasitics/lice (head and body) treatments (regular treatment with
conditioner and a comb).
Nappy (diaper) rash treatments is expected to continue to see the strongest current value
growth in the forecast period. This is expected to be partly due to the continued wearing of
masks, as some consumers are expected to continue to protect themselves (and others) in this
way moving into the forecast period. Constant mask-wearing has proven to cause skin
problems, which are often addressed with these products. In addition, the positive birth rate is
expected to contribute to growth in nappy (diaper) rash treatments, with the higher frequency of
skin rashes also likely to have an impact. Not only can this be attributed to the heat and humidity
in the country, but also to increasing pollution levels, especially in cities. The ageing of the
population is also expected to contribute to growth, with adult incontinence also contributing to
higher use of such products. Moreover, some dermatologists reportedly believe that the high
usage of mobile phones has caused some people with sensitive skin to develop what they call
“mobile phone dermatitis” if they are continuously exposed to these devices, which contain
nickel. All these factors are expected to result in a double-digit current value CAGR for nappy
(diaper) rash treatments over the forecast period, with an even stronger increase than seen in
the review period.
Maturity set to hinder growth in the largest category, topical antifungals

Despite the strong rise of nappy (diaper) rash treatments, topical antifungals is expected to
remain the largest category within dermatologicals throughout the forecast period. Indonesia’s
tropical climate, with its high humidity, makes rashes and scabies quite common in the country,
particularly amongst people who live in unsanitary neighbourhoods. Pollution and poor air
quality will also maintain high sales in this category in the forecast period. However, these
factors have been around for many years, and this category is therefore already mature.
Therefore, it is expected to take longer than some other dermatologicals categories to return to
growth after its decline in 2020, and in fact its value sales are not expected to return to the 2019
pre-COVID-19 level even by the end of the forecast period in 2025.
Stronger competition expected for Betadine

Mahakam Beta Farma’s Betadine is expected to continue to dominate topical
germicidals/antiseptics in 2020, as it has little competition in the country. Betadine is so well-
known in Indonesia that Indonesians tend to ask for Betadine rather iodine when they go to
chemists/pharmacies and other stores. Betadine is expected to maintain its dominant position
over the forecast period, even though its owner rarely carries out any innovation. The only other
product that has competed with Betadine in the category in recent years is Die Da Yao Jing, a
Chinese medicine, but this is only popular amongst the older generation. However, Hansaplast,
which is well-known for its bandages, has now launched antiseptics in spray and ointment
format, and greater competition is therefore expected in topical germicidals/antiseptics over the
forecast period.
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Medicated Shampoos 286.1 306.2 327.4 349.2 372.2 316.7

Topical Antifungals 698.4 719.4 749.0 778.7 815.2 785.1
Vaginal Antifungals - - - - - -
Hair Loss Treatments - - - - - -
Nappy (Diaper) Rash 82.0 91.9 103.0 115.6 130.1 149.4
Treatments
Antiparasitics/Lice 19.1 18.6 17.9 17.1 16.3 13.7

(Head and Body)
Treatments
Antipruritics 486.5 521.5 561.6 603.7 651.4 621.4
Cold Sore Treatments - - - - - -
Haemorrhoid Treatments - - - - - -
Paediatric - - - - - -
Dermatologicals
Topical Allergy - - - - - -
Remedies/Antihistamines
Topical Germicidals/ 285.5 301.4 316.5 331.1 347.7 336.9
Antiseptics
Dermatologicals 1,857.7 1,959.0 2,075.4 2,195.3 2,332.8 2,223.3
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Medicated Shampoos -14.9 2.1 10.7

Topical Antifungals -3.7 2.4 12.4
Vaginal Antifungals - - -
Hair Loss Treatments - - -
Nappy (Diaper) Rash Treatments 14.9 12.8 82.3
Antiparasitics/Lice (Head and Body) -15.9 -6.5 -28.4
Treatments
Antipruritics -4.6 5.0 27.7
Cold Sore Treatments - - -
Haemorrhoid Treatments - - -
Paediatric Dermatologicals - - -
Topical Allergy Remedies/Antihistamines - - -
Topical Germicidals/Antiseptics -3.1 3.4 18.0
Dermatologicals -4.7 3.7 19.7
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Johnson & Johnson 20.2 20.0 19.8 19.6 20.0

Indonesia PT
Mahakam Beta Farma PT 14.5 14.4 14.2 14.0 14.3
Galenium Pharmasia 10.9 11.0 11.3 11.4 11.3
Laboratories PT
Abbott Indonesia PT 11.6 11.6 11.6 11.5 10.2
Coronet Crown PT 5.4 5.5 5.7 5.7 5.4
Laboratories PT
Unilever Body Care 2.7 2.6 2.6 2.5 2.5
Indonesia Tbk PT

Combiphar PT 0.5 0.5 0.4 0.4 0.3
Nellco Indopharma PT 0.3 0.3 0.3 0.2 0.2
Bintang Toedjoe PT 0.0 0.0 0.0 - -
Others 15.1 15.6 15.7 16.6 16.8
Total 100.0 100.0 100.0 100.0 100.0
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
% retail value rsp

Daktarin (Johnson & Johnson & Johnson 16.0 15.8 15.6 16.4
(Mundipharma
International Ltd)
Caladine Galenium Pharmasia 11.0 11.3 11.4 11.3
Laboratories PT
Selsun (Rohto Abbott Indonesia PT 11.6 11.6 11.5 10.2
Pharmaceutical Co
Ltd)
Canesten (Bayer AG) Bayer Indonesia PT 9.3 9.3 8.9 9.2
Herocyn Coronet Crown PT 5.5 5.7 5.7 5.4
Fungiderm Konimex Pharmaceutical 4.6 4.5 4.5 4.5
Laboratories PT
Nizoral (Alliance Johnson & Johnson - 4.1 4.0 3.6
Pharma Plc) Indonesia PT
Bepanthen (Bayer AG) Bayer Indonesia PT 2.0 2.2 2.2 2.7
Purol (Unilever Unilever Body Care 2.6 2.6 2.5 2.5
Group) Indonesia Tbk PT
Kalpanax Kalbe Farma Tbk PT 2.2 2.3 2.3 2.4
Peditox Combiphar PT 0.5 0.4 0.4 0.3
Rodeca Nellco Indopharma PT 0.3 0.3 0.2 0.2
Kopamex Konimex Pharmaceutical 0.1 0.1 0.0 0.0
Laboratories PT
Mikorex (Kalbe Bintang Toedjoe PT 0.0 0.0 - -
Farma Tbk PT)
Nizoral (Johnson & Johnson & Johnson 4.0 - - -
Caladryl (Johnson & Johnson & Johnson - - - -
Caladryl (Valeant Johnson & Johnson - - - -
Pharmaceuticals Indonesia PT
International Inc)
Others Others 15.8 15.9 16.7 16.9
Total Total 100.0 100.0 100.0 100.0
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Medicated Shampoos 316.7 316.3 316.4 317.8 320.8 324.6

Topical Antifungals 785.1 738.8 701.1 668.2 648.5 635.2
Vaginal Antifungals - - - - - -
Hair Loss Treatments - - - - - -
Treatments
Antiparasitics/Lice 13.7 11.9 10.6 9.5 8.6 7.7
(Head and Body)
Treatments
Antipruritics 621.4 588.4 570.9 559.5 556.7 557.4
Cold Sore Treatments - - - - - -
Haemorrhoid Treatments - - - - - -
Dermatologicals
Topical Allergy - - - - - -
Remedies/Antihistamines
Topical Germicidals/ 336.9 328.7 321.2 316.5 313.8 313.2
Antiseptics
Dermatologicals 2,223.3 2,148.7 2,100.5 2,067.9 2,061.6 2,069.3
trade sources
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Medicated Shampoos -0.1 0.5 2.5

Topical Antifungals -5.9 -4.1 -19.1
Vaginal Antifungals - - -
Hair Loss Treatments - - -
Antiparasitics/Lice (Head and Body) -13.0 -10.8 -43.6
Treatments
Antipruritics -5.3 -2.2 -10.3
Cold Sore Treatments - - -
Haemorrhoid Treatments - - -
Topical Allergy Remedies/Antihistamines - - -
Topical Germicidals/Antiseptics -2.4 -1.4 -7.0
Dermatologicals -3.4 -1.4 -6.9
trade sources
DIGESTIVE REMEDIES IN INDONESIA

- CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Digestive remedies turns to decline in 2020, as COVID-19 restrictions limit travel, and
consumers cook at home rather than eating food from street stalls and all-you-can-eat buffets
▪ Digestive remedies sees a 3% retail current value decline in 2020, falling to IDR3.4 trillion
▪ Antacids sees the highest current value growth in 2020, with a 1% increase to reach IDR1.6
trillion
▪ Kalbe Farma extends its lead in digestive remedies in 2020, to reach a 47% retail value share
▪ In the forecast period digestive remedies is expected to see a retail current value CAGR of
5% (1% constant value CAGR at 2020 prices), to reach IDR4.3 trillion in 2025
2020 IMPACT
Most categories turn to current value decline, except antacids

After seeing continuous strong current value growth for most of the review period, in 2020
digestive remedies is expected to turn to decline. Most categories are set to see falling sales, as
a result of COVID-19. One factor which is expected to affect all categories is consumers’
increasing price-consciousness as a result of the economic impact of measures taken to prevent
the spread of COVID-19. However, there are also other factors at play in different categories.
For instance, the sharp decline in demand expected for motion sickness remedies and
paediatric motion sickness remedies is due to the decline in travel. Not only were most trips out
of the country banned in the first half of the year, but also the government banned domestic
travel for Mudik (when people go back to their home towns) during Hari Raya to control the
spread of the virus. This time of the year and Student’s Holiday are usually the biggest sales
periods for motion sickness remedies. With travel expected to continue to face restrictions in the
second half of the year, particularly international travel, little recovery is expected in the second
half of the year.
The only category expected to post current value growth in 2020 is the largest category within
digestive remedies, antacids, although the growth rate is still expected to plummet compared
with the previous year, and a volume decline is expected. Consumers in Indonesia love spicy
food. For instance, Indonesians enjoy a range of dishes that incorporate chillies, and one of the
latest trends is to season food with Mala sauce, an extremely potent Chinese condiment
primarily made with Sichuan peppercorns and chillies. This leads many Indonesians to have
digestive problems, particularly gastritis. Although many people are expected to eat more
healthily in 2020 due to cooking at home rather than eating fast food or eating quickly on-the-go,
COVID-19 is increasing stress levels and depression, which are also strongly related to gastritis.
Therefore, demand for antacids is expected to continue to grow in current value terms, although
very slowly.
The second biggest category within digestive remedies is diarrhoeal remedies. This is
because diarrhoea is a very common problem in Indonesia. People love to eat large portions of
spicy food from street stalls, which might not always be as hygienic as it should. This maintained
dynamic growth for diarrhoeal remedies in previous years, but in 2020 diarrhoeal remedies is
expected to post a slight decline. Due to large-scale social restrictions and the fear of the spread
of COVID-19, fewer people are eating outside of the home, and many are choosing to cook
themselves. In addition, consumers are more aware of hygiene and personal health due to the
virus. With few people allowed to travel abroad, consumers have not been purchasing these
products to take on holiday in case they are ill. Therefore, diarrhoeal remedies is expected to
see a current value decline in this year.
Sales in drugstores/parapharmacies and traditional grocery retailers

plummet
Most people still purchase digestive remedies offline, as this is convenient if they have a
problem and need such products urgently. However, due to COVID-19, sales through e-
commerce are expected to increase strongly. This is partly due to the increasing usage of
consumer health apps, which prevent consumers having to visit a doctor or hospital, with the
associated risk of contracting the virus. However, consumers also use this channel because
they do not have to leave their home due to home delivery services. In addition,
chemists/pharmacies, convenience stores and supermarkets are expected to record growth in
sales of digestive remedies. All these channels have remained open during the PSSB measures
implemented by the government to try and control the spread of COVID-19. However, these
increases are expected to be at the expense of drugstores/ parapharmacies. Many of these
outlets are located in shopping centres and office buildings, many of which closed in different
areas at different times in the first half of the year, and this is expected to continue if the number
of cases of the virus is high. Meanwhile, traditional grocery retailers is also expected to post a
strong value share decline in 2020. Although these outlets have been allowed to remain open
during restrictions, consumers have increasingly preferred to go to supermarkets, hypermarkets
or convenience stores to buy their groceries and medicines. Traditional grocery retailers are not
considered to be as hygienic as modern grocery retailers, which have stricter hygiene routines,
with COVID-19 accelerating this switch. Modern grocery retailers are also larger and enable
social distancing.
Kalbe Farma extends its lead due to its strength in the growing antacids
category
Kalbe Farma is expected to continue to lead digestive remedies in value terms in 2020. Its
local Promag brand of antacids is expected to extend its lead. Its long-standing presence and
strong brand image, supported by wide distribution, have ensured Promag’s strong position in
digestive remedies, and with antacids being the only category within digestive remedies to see
current value growth in 2020, this is expected to increase the company’s value share. The
company offers numerous variants of its brand in various types of packaging, which also
enables it to attract different consumer groups. Its new 7ml variant of liquid sachet antacid has
rapidly gained popularity. Although it is more expensive per ml than the regular version,
consumers tend to prefer the sachet format because it is easier to consume. The increasing
trend of dining at affordable all-you-can-eat restaurants also increased sales of the new Promag
product Gazero, a herbal antacid also in sachet format, which helps reduce bloating and
flatulence. Although such outlets closed for some of 2020, it is expected to see rising demand
as these outlets reopen. As Promag is the only brand with a sachet format, it is expected to
maintain its lead in antacids in the forecast period. The company also has the Neo Entrostop
brand within diarrhoeal remedies, which is also expected to increase its value share in 2020.
Diapet, a herbal/traditional brand from Soho Industri Pharmasi, is another local brand, and is
expected to extend its lead in diarrhoeal remedies in 2020. Domestic brands tend to account for
higher sales since they are able to reach consumers in rural areas via traditional markets,
whereas international brands are only available in modern channels and are mostly sold in
cities.
Motion sickness remedies sees A particularly rapid return to previous

growth rate
The current value decline expected in digestive remedies is expected to quickly turn around in
2021, with a return to solid growth. However, the growth rate is not expected to be as high as
the level seen in 2019, pre-pandemic. Although the rate of growth is expected to see a gradual
rise over the course of the forecast period, it is still not expected to reach previous levels, and
the current value CAGR in the forecast period is expected to be lower than the CAGR seen in
the review period. However, different trends are expected between categories. For instance, the
strong decline in motion sickness remedies is expected to be short-lived, since people are
longing to return to travel, which has also been made easier by recent infrastructure
improvements. Nausea is common when people who rarely travel by car embark upon long
journeys, and Indonesians often travel a long way by car to visit relatives and family during the
Hari Raya festival, which is expected to remain one of the peak periods for sales of motion
sickness remedies. Therefore, motion sickness remedies is forecast to immediately return to
previous levels of growth as soon as social restrictions are eased, with a rising rate of growth
and a much higher CAGR than seen in the review period. Paediatric motion sickness remedies
is expected to see the highest current value growth in the forecast period, although from a low
base.
Return to eating out set to boost sales of antacids and diarrhoeal

remedies
The largest category within digestive remedies, antacids, is expected to see the second-
highest current value growth rate in the forecast period. Although it is not expected to recover to
the pre-COVID-19 rate of growth in 2021, the rate of increase is expected to gradually rise over
the forecast period. As movement restrictions are lifted, consumers are expected to return to
eating outside of the home. This will include a return to all-you-can-eat restaurants, as well as
spicy street food, which is expected to lead to a constant rise in the growth rate. A return to
street stalls is also expected to lead to a return to growth for diarrhoeal remedies, as the level of
hygiene at such stalls is not always adequate. However, the rate of growth is expected to
remain low compared with antacids and compared with the review period CAGR, as consumers
have developed better hygiene habits as a result of COVID-19 and are likely to be more careful
where they eat in the future.
Government recall of digestive enzymes means no recovery expected

The strong decline seen in sales of digestive enzymes since 2018 is expected to continue in
the forecast period. The Indonesian government recalled all popular brands of digestive
enzymes after the BPOM, the regulatory and supervisory agency responsible for food and drug
safety in Indonesia, urged their removal in 2018. The agency’s call for a recall followed the
discovery that some digestive enzymes contained pork enzymes amongst their ingredients. As
Indonesia has one of the largest Muslim populations in the Asia Pacific region, all drugs that are
available on the market must be halal certified. For this reason, and unless manufacturers can
obtain such certification, the decline in sales of digestive enzymes is expected to continue over
the forecast period.
CATEGORY DATA
Table 35 Sales of Digestive Remedies by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Paediatric Digestive 22.6 24.4 26.1 27.5 29.1 23.7

Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric - - - - - -
Indigestion and
Heartburn Remedies
- Paediatric Laxatives - - - - - -
- Paediatric Motion 22.6 24.4 26.1 27.5 29.1 23.7
Sickness Remedies
Diarrhoeal Remedies 834.4 907.4 980.6 1,059.0 1,139.7 1,113.5
IBS Treatments - - - - - -
Indigestion and 1,207.6 1,337.4 1,464.9 1,588.2 1,720.1 1,718.7
Heartburn Remedies
- Antacids 1,103.7 1,223.2 1,341.0 1,469.0 1,607.1 1,623.2
- Antiflatulents - - - - - -
- Digestive Enzymes 103.9 114.1 123.9 119.2 113.0 95.5
- H2 Blockers - - - - - -
- Proton Pump Inhibitors - - - - - -
Laxatives 300.1 329.9 359.9 394.6 429.7 381.2
Motion Sickness Remedies 184.3 194.6 204.5 214.5 225.9 190.0
Digestive Remedies 2,549.1 2,793.5 3,035.9 3,283.8 3,544.6 3,427.1
Table 36 Sales of Digestive Remedies by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Paediatric Digestive Remedies -18.4 1.0 5.1

- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn - - -
Remedies
- Paediatric Laxatives - - -
- Paediatric Motion Sickness Remedies -18.4 1.0 5.1
Diarrhoeal Remedies -2.3 5.9 33.4
IBS Treatments - - -
Indigestion and Heartburn Remedies -0.1 7.3 42.3
- Antacids 1.0 8.0 47.1
- Antiflatulents - - -
- Digestive Enzymes -15.5 -1.7 -8.1
- H2 Blockers - - -
- Proton Pump Inhibitors - - -
Laxatives -11.3 4.9 27.0
Motion Sickness Remedies -15.9 0.6 3.1
Digestive Remedies -3.3 6.1 34.4
Table 37 NBO Company Shares of Digestive Remedies: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Johnson & Johnson 7.0 7.2 7.4 7.8 8.0
Indonesia PT
Phapros (Persero) Tbk PT 7.2 6.9 6.7 6.6 5.7
Inc PT
Indonesia PT
Bintang Kupu-Kupu PT 2.1 1.8 1.6 1.5 1.5
Sanbe Farma PT 1.4 1.3 1.1 1.0 0.9
Galenium Pharmasia 1.0 0.9 0.8 0.8 0.7
Laboratories PT
Kimia Farma (Persero) 0.4 0.3 0.3 0.2 0.2
Tbk PT
Pratapa Nirmala PT 0.2 0.2 0.1 0.1 0.1
Nicholas Laboratories 0.1 0.0 0.0 0.0 0.0
Indonesia PT
Laboratories PT
Others 3.6 3.7 4.4 5.7 5.2
Total 100.0 100.0 100.0 100.0 100.0
Table 38 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
% retail value rsp

Promag Kalbe Farma Tbk PT 33.7 34.3 34.3 36.2

Neo Entrostop Kalbe Farma Tbk PT 11.1 10.8 10.4 10.6
Mylanta (Johnson & Johnson & Johnson 7.2 7.4 7.8 7.9
Antimo (Rajawali Phapros (Persero) Tbk PT 6.9 6.7 6.6 5.7
Nusantara Indonesia
(Persero) PT)
Laxing Soho Industri Pharmasi PT 4.9 5.0 5.0 4.6
Dulcolax (Sanofi) Boehringer Ingelheim 3.0 3.1 3.2 2.9
Indonesia PT
Polysilane (Sanofi) Pharos Indonesia PT 1.6 1.6 1.6 1.6
New Diatabs (United Medifarma Laboratories 1.7 1.7 1.6 1.6
Microlax (Johnson & Pharos Indonesia PT 1.6 1.6 1.6 1.5
Johnson Inc)
Enzyplex (United Medifarma Laboratories 3.1 2.3 1.7 1.5

Kupu Kupu Bintang Kupu-Kupu PT 1.8 1.6 1.5 1.5
Laxadine Galenium Pharmasia 0.9 0.8 0.8 0.7
Laboratories PT
Neosanmag Sanbe Farma PT 0.6 0.5 0.5 0.5
Waisan (Kalbe Farma Bintang Toedjoe PT 0.5 0.4 0.4 0.4
Tbk PT)
Tripanzym Sanbe Farma PT 0.7 0.5 0.4 0.3
Magasida Kimia Farma (Persero) 0.3 0.2 0.2 0.2
Tbk PT
Mulax Pratapa Nirmala PT 0.2 0.1 0.1 0.1
Sanmag Sanbe Farma PT 0.1 0.1 0.1 0.1
Polycrol (Piramal Nicholas Laboratories 0.0 0.0 0.0 0.0
Enterprises Ltd) Indonesia PT
Laxarec Galenium Pharmasia 0.0 0.0 0.0 0.0
Laboratories PT
Dulcolax Boehringer Ingelheim - - - -
(Boehringer Indonesia PT
Ingelheim GmbH)
Neo Koniform Konimex Pharmaceutical - - - -
Laboratories PT
Polycrol (Piramal Nicholas Laboratories - - - -
Healthcare Ltd) Indonesia PT
Total Total 100.0 100.0 100.0 100.0
Table 39 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025

Remedies
Remedies
Indigestion and
Heartburn Remedies
Sickness Remedies
Diarrhoeal Remedies 1,113.5 1,096.4 1,075.6 1,052.6 1,026.3 999.4
IBS Treatments - - - - - -
Indigestion and 1,718.7 1,731.6 1,766.6 1,806.3 1,853.9 1,914.6
Heartburn Remedies
- Antacids 1,623.2 1,648.0 1,692.6 1,739.8 1,793.8 1,860.2
- Antiflatulents - - - - - -
- Digestive Enzymes 95.5 83.6 74.0 66.6 60.1 54.4
- H2 Blockers - - - - - -
- Proton Pump Inhibitors - - - - - -
Laxatives 381.2 380.4 379.7 380.1 382.5 386.6
Motion Sickness Remedies 190.0 192.9 196.2 199.9 204.1 209.5
Digestive Remedies 3,427.1 3,425.8 3,443.3 3,465.0 3,493.9 3,538.4
trade sources
Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Paediatric Digestive Remedies 3.1 3.4 18.4

Remedies
- Paediatric Motion Sickness Remedies 3.1 3.4 18.4
Diarrhoeal Remedies -1.5 -2.1 -10.2
IBS Treatments - - -
Indigestion and Heartburn Remedies 0.8 2.2 11.4
- Antacids 1.5 2.8 14.6
- Antiflatulents - - -
- Digestive Enzymes -12.5 -10.6 -43.0
- H2 Blockers - - -
- Proton Pump Inhibitors - - -
Laxatives -0.2 0.3 1.4
Motion Sickness Remedies 1.5 2.0 10.3
Digestive Remedies 0.0 0.6 3.2
trade sources
EYE CARE IN INDONESIA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Eye care declines in 2020, as COVID-19 leads to less pollution and fewer eye problems, and
consumers are keen to prioritise their spending on essentials such as food and necessary
consumer health products
▪ Eye care sees a 3% retail current value decline in 2020, falling to IDR450.7 billion
▪ Standard eye care remains the only category with a presence, and therefore also sees a
current value decline of 3% in 2020, to IDR450.7 billion
▪ Rohto Laboratories Indonesia extends its lead in eye care in 2020, to reach a 40% retail value
share
▪ In the forecast period eye care is expected to see a retail current value CAGR of 4%
(negligible negative constant value CAGR at 2020 prices), to reach IDR542.8 billion in 2025
2020 IMPACT
Less pollution, fewer eye problems and economic problems contribute

to decline
Although eye care saw some strong current value growth rates in the review period, in 2020 it
is expected to turn to decline. There are factors related to COVID-19 which are expected to
contribute to decline. For instance, one of the ways of avoiding contracting the virus is to avoid
touching the face and the eyes. Therefore, consumers have become more careful about
touching their eyes, leading to fewer eye problems. In addition, in the past pollution was one of
the main reasons consumers used eye care products. The level of pollution has declined in
Indonesian cities which have been under PSSB measures, due to fewer people travelling to
work. Therefore, this has also contributed to reducing sales of eye care products. In addition,
consumers have become more careful with their budgets due to the economic impact of the
measures taken by the government to prevent the spread of COVID-19 in the country. This has
also led to trading down and fewer purchases as consumers prioritise more essential products
such as food.
PSSB measures affect distribution shares in eye care

Although from a low base, e-commerce is expected to see a strong increase in its sales and
share of distribution in eye care in 2020. Increasing demand for online consultations has also
led to increasing sales of eye care products online. Many consumers have hesitated to go to a
doctor or hospital since these are considered areas with greater potential for infection. More
consumers have also valued the home delivery service that comes with e-commerce, due to
their desire to avoid leaving the house. Nevertheless, chemists/pharmacies is expected to
continue to account for the highest share of sales in 2020. This channel is also expected to see
slight share growth in 2020, as these stores have remained open even during PSSB measures.
The same applies to convenience stores and supermarkets, which are also set to see some
share growth in this year.
As in other categories, drugstores/parapharmacies is expected to see the strongest value

share decline in 2020. Some shopping centres and office buildings have been temporarily
closed during PSSB measures, which has led to the closure of some outlets and is limiting the
opportunity for sales via this distribution channel. Although already only accounting for a small
share of sales, traditional grocery retailers is also expected to see a share decline, since more
people have been shopping in modern grocery retailers due to their larger area, which enables
social distancing, as well as their attractive hygienic interiors.
Rohto extends its lead thanks to its strong brand image

Rohto Laboratories Indonesia is expected to maintain its lead in eye care in value terms in
2020. Its Rohto brand is expected to extend its lead as it is perceived as safe and easy to use
and is available for a relatively low price. Most consumers choose eye care products with a
strong brand image due to concerns over quality when treating such a sensitive part of the body.
This has been even more evident in 2020 during the spread of COVID-19. The domestic
pharmaceutical company Pharma Health Care is expected to maintain second position within
eye care in 2020. Its highly popular Insto brand of eye drops enjoys a strong image and has
been available in the market for many years. The company also conducts above-the-line
marketing through television advertisements. Aside from being a strong brand, Insto also
benefits from having a relatively low price compared with its competitors. The competition in eye
care is fairly stagnant, since there is not much innovation. However, Insto recently expanded to
Singapore, Malaysia and the Philippines. Although it is using a different brand name in overseas
markets, the production and ingredients are the same as Insto.
COVID-19 set to continue to hamper growth

Eye care is expected to return to current value growth in 2021. However, the growth rate is
expected to remain lower than in the review period, and sales are not expected to return to the
2019 pre-COVID-19 level until 2022. Volume sales are not expected to return to growth until
2023. Consumers are expected to remain concerned about their budgets, as the economic
impact of COVID-19 is expected to extend into the forecast period. This will lead consumers to
prioritise products other than eye care products, such as food. In addition, consumers are
expected to continue to touch their eyes less due to habits picked up during the spread of
COVID-19 in the country, which should lead to fewer eye problems. Therefore, although current
value growth is expected over the forecast period, it is set to be at a much slower rate than seen
in the review period.
Pollution and use of digital screens set to contribute to growth

The high pollution rate in Indonesia is expected to contribute to eye problems in the country in
the forecast period. Although there was respite during the COVID-19 movement restrictions in
the country, this is expected to be temporary. Due to the pandemic, worse pollution is actually
expected moving forward, since more people will choose to travel in their own vehicle rather
than using public transportation. Moreover, the ongoing practice of slashing and burning trees to
clear land for palm tree plantations in Sumatra creates large amounts of smoke, contributing to
the pollution in cities. With the lack of regulation, this is likely to continue in the forecast period.
Air pollution is highly irritating to the eyes as well as the respiratory system, which will ensure
that demand for standard eye care products remains high.
Another factor expected to contribute to growth is that long and intense exposure to digital
devices can lead to asthenopia, or eye strain. This an increasing problem not only for adults, but
also amongst children. Ophthalmologists have said that this problem is expected to continue to
grow in the future, due to the rising use of gadgets. This is also set to contribute to the growth of
standard eye care, as strained, tired and dry eyes need relief.
Lack of demand for allergy eye care products

Demand for allergy eye care products remains negligible in Indonesia, and as a result
manufacturers mostly produce standard eye care products, which enjoy a high level of
awareness amongst consumers. As a tropical country, Indonesia only has dry and wet seasons,
with flowers blooming throughout the year. Although Indonesian consumers are thus prone to
eye allergies related to pollen, manufacturers are focusing on developing new standard eye care
solutions tailored towards the needs of these consumers. Thus allergy eye care is not expected
to see any significant growth over the forecast period.
CATEGORY DATA
Table 41 Sales of Eye Care by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Allergy Eye Care - - - - - -

Standard Eye Care 333.3 353.6 415.9 437.6 464.6 450.7
Eye Care 333.3 353.6 415.9 437.6 464.6 450.7
Table 42 Sales of Eye Care by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Allergy Eye Care - - -

Standard Eye Care -3.0 6.2 35.2
Eye Care -3.0 6.2 35.2
Table 43 NBO Company Shares of Eye Care: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Rohto Laboratories 28.0 35.3 30.4 36.6 39.6

Indonesia PT
Pharma Health Care PT 31.0 29.5 30.5 31.0 30.0
Johnson & Johnson 30.2 27.3 27.5 27.8 27.0
Indonesia PT
Laboratories PT
Samie Sahari PT 5.3 3.9 3.1 2.1 1.2
Mudita Karuna PT 0.5 0.4 0.3 0.3 0.2
Kimia Farma (Persero) 1.1 0.7 0.4 - -
Tbk PT
Sterling Products - - - - -
Indonesia PT
Others 2.0 1.4 6.3 0.9 0.8
Total 100.0 100.0 100.0 100.0 100.0
Table 44 LBN Brand Shares of Eye Care: % Value 2017-2020
% retail value rsp

Rohto (Rohto Rohto Laboratories 35.3 30.4 36.6 39.6

Ltd)
Insto (Combiphar PT) Pharma Health Care PT 29.5 30.5 31.0 30.0
Visine (Johnson & Johnson & Johnson 27.3 27.5 27.8 27.0
Braito Konimex Pharmaceutical 1.5 1.4 1.4 1.3
Laboratories PT
Lotte Samie Sahari PT 3.9 3.1 2.1 1.2
Sutear Mudita Karuna PT 0.4 0.3 0.3 0.2
Fitto Kimia Farma (Persero) 0.7 0.4 - -
Tbk PT
Insto Sterling Products - - - -
Total Total 100.0 100.0 100.0 100.0
Table 45 Forecast Sales of Eye Care by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Allergy Eye Care - - - - - -

Standard Eye Care 450.7 441.3 434.6 438.6 442.5 447.5
Eye Care 450.7 441.3 434.6 438.6 442.5 447.5
trade sources
Table 46 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Allergy Eye Care - - -

Standard Eye Care -2.1 -0.1 -0.7
Eye Care -2.1 -0.1 -0.7

trade sources
NRT SMOKING CESSATION AIDS IN

INDONESIA - CATEGORY ANALYSIS
2020 IMPACT
▪ NRT smoking cessation aids sales remain negligible in Indonesia, with there being no
likelihood of this situation changing over the forecast period.
WOUND CARE IN INDONESIA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Fewer injuries are seen in 2020, due to less time spent outside of the home during social
restrictions to limit the spread of COVID-19; this leads to a decline for wound care
▪ Wound care sees a 4% retail current value decline in 2020, falling to IDR792.9 billion
▪ Sticking plasters/adhesive bandages is the only category with a presence in wound care, and
sees a 4% current value decline in 2020, falling to IDR792.9 billion
▪ Beiersdorf Indonesia maintains its dominance in wound care in 2020, holding a 75% retail
value share
▪ In the forecast period wound care is expected to see a retail current value CAGR of 4%
(negligible constant value CAGR at 2020 prices), to reach IDR980.4 billion in 2025
2020 IMPACT
As consumers leave their homes less, there are fewer injuries and lower
demand
Although wound care saw solid current value increases for most of the review period, in 2020
the category is expected to turn to decline. Due to large-scale social restrictions (PSSB
measures) and therefore fewer outdoor activities, there is less chance of injuries, leading to a
fall in demand for sticking plasters/adhesive bandages, which is the only category with notable
sales within wound care. Consumers tend to use sticking plasters as a first recourse for treating
slight punctures, cuts and other wounds. Some parents carry sticking plasters in their pockets in
case their children hurt themselves. However, most adults tend to let minor injuries cure
naturally.
As other consumer health categories, e-commerce is expected to see a strong increase in its
distribution share in wound care in 2020. However, the growth rate is expected to be stronger
than in other OTC categories. This is because whilst many OTC products are purchased as and
when needed, consumers tend to keep wound care products, antiseptics and other first aid
remedies at home as part of their own tailor-made first aid kits. This means they can order
sticking plasters/adhesive bandages and wait for them to be delivered, ready for use when
needed. This trend has accelerated during COVID-19, due to the desire for home delivery as a
result of restrictions on movement. Modern grocery retailers is also expected to see a strong
increase in share in 2020, as these outlets have seen greater popularity during movement
restrictions, as consumers know they can purchase all they need in one place and they offer
large spaces for social distancing and high hygiene standards. Traditional grocery retailers is
expected to account for most of the corresponding decline in distribution share.
Waterproof bandages become more popular, but other innovations are

too costly
There has been increasing demand for waterproof adhesive bandages in the country.
Although the price of these products is higher than regular bandages, some consumers are
willing to pay the small amount extra for this additional feature. The popularity of waterproof
bandages is reflected in the prevalence and variety of the offer of such bandages in the
marketplace. Besides plastic waterproof bandages and transparent waterproof bandages,
waterproof bandages specifically for the feet have recently appeared in stores, meeting a need
derived from the wide usage of high heels in Indonesia.
Other new wound care innovations recently entered the market, such as products in ointment
and spray formats. For instance, the leading wound care brand, Hansaplast, launched a product
in ointment format. However, because its price is very high, not much growth is expected for this
innovative product, especially in 2020, at a time when consumers’ incomes are constrained by
the impact of COVID-19 on the economy. In 2020, any innovations that are more expensive
than standard products are expected to struggle to achieve growth, since people are being
careful with their budgets and prioritising essentials.
Hansaplast dominates due to its long presence, good name and

innovation
The competition in wound care is very low and the competitive environment fairly settled.
Beiersdorf Indonesia is expected to continue to dominate in value terms in 2020 with its
Hansaplast brand, thanks to its long-standing presence in the market, great brand image for
adhesive bandages, wide product variety, and affordable prices for its basic products. However,
Hansaplast also tries to maintain its strong position by innovating in wound care, launching new
products which offer either new functions, or new designs targeted towards children. Therefore,
Hansaplast has set a high barrier to entry for other brands, and is expected to maintain its lead
in wound care in the forecast period.
However, both Hansaplast and the only other notable brand, Betadine, are expected to see
slight value share declines in 2020. Although these brands are offered at reasonable prices,
there are even cheaper small brands available. Due to consumers’ cost-consciousness in 2020,
some people have switched to the cheapest brands available, which is set to increase the share
of value sales held by the smallest companies, included under “others”. Greater use of e-
commerce has also helped consumers find the lowest-priced wound care brands.
Despite the slow return of sales, A stronger CAGR forecast than in the
review period
Wound care is expected to see a return to current value growth in 2021, although the rate of
growth is expected to be lower than the increases seen in the review period, as consumers will
remain price-conscious. However, the rate of growth is expected to gradually increase over the
course of the forecast period as consumers venture outside of the home more, with sales
returning to the 2019 pre-COVID-19 level in 2022, and the forecast period current value CAGR
actually exceeding the review period CAGR.
Potential for the ointment format in wound care

Recently Beiersdorf Indonesia launched a Hansaplast wound care product in ointment format.
The benefit of using ointment on wounds is that it allows the wound to remain open rather than
bandaged. It can prevent the wound from becoming too dry, whilst alleviating some of the
concern about germs and bacteria infecting the wound if is open to the air instead of bandaged.
Although this new product has not yet gained much traction, this is likely to change in the
forecast period. Wound care products in ointment format are generating more interest amongst
Indonesian consumers, and once incomes start to rise once again, they are likely to be willing to
spend on these more effective products in the forecast period.
Continued growth of e-commerce expected

Online sales of wound care products increased only slowly during most of the review period,
until 2020, when PSSB measures are expected to stimulate a huge increase in sales via e-
commerce. The strong growth of this distribution channel is highly likely to continue in the
forecast period. E-commerce has become a convenient way to shop for many products,
including wound care products, due to the availability of various shipping methods, such as Go-
Send by GO-JEK, which allows online shops to deliver a product directly to the buyer on the day
of purchase. Many wound care products are already available via prominent popular e-
commerce sites such as Shopee, Lazada, Tokopedia and k24klik.com, which will contribute to
the continued rise in share of this channel in the forecast period.
CATEGORY DATA
Table 47 Sales of Wound Care by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
First Aid Kits - - - - - -

Gauze, Tape and Other - - - - - -
Wound Care
Sticking Plasters/ 705.0 728.8 750.9 784.5 822.0 792.9
Adhesive Bandages
Wound Care 705.0 728.8 750.9 784.5 822.0 792.9
Table 48 Sales of Wound Care by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
First Aid Kits - - -

Gauze, Tape and Other Wound Care - - -
Sticking Plasters/Adhesive Bandages -3.5 2.4 12.5
Wound Care -3.5 2.4 12.5
Table 49 NBO Company Shares of Wound Care: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Beiersdorf Indonesia PT 75.0 76.4 76.8 76.9 75.0

Mahakam Beta Farma PT 4.9 4.7 4.3 3.8 3.6
Abacus Jaya PT 16.9 4.7 2.3 - -
Others 3.3 14.2 16.6 19.3 21.4

Total 100.0 100.0 100.0 100.0 100.0
Table 50 LBN Brand Shares of Wound Care: % Value 2017-2020
% retail value rsp

Hansaplast Beiersdorf Indonesia PT 76.4 76.8 76.9 75.0

(Beiersdorf AG)
(Mundipharma
International Ltd)
Amanplast Abacus Jaya PT 4.7 2.3 - -
Others Others 14.2 16.6 19.3 21.4
Total Total 100.0 100.0 100.0 100.0
Table 51 Forecast Sales of Wound Care by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
First Aid Kits - - - - - -

Gauze, Tape and Other - - - - - -
Wound Care
Sticking Plasters/ 792.9 778.6 784.4 790.9 798.7 808.1
Adhesive Bandages
Wound Care 792.9 778.6 784.4 790.9 798.7 808.1
trade sources
Table 52 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
First Aid Kits - - -

Gauze, Tape and Other Wound Care - - -
Sticking Plasters/Adhesive Bandages -1.8 0.4 1.9
Wound Care -1.8 0.4 1.9
trade sources
SPORTS NUTRITION IN INDONESIA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Measures taken to stop the spread of COVID-19 have a negative economic impact in 2020,
making consumers more price-conscious and hampering the growth of sports nutrition, which
is considered non-essential
▪ Sports nutrition sees an 11% retail current value decline in 2020, falling to IDR683.1 billion
▪ Protein/energy bars see the fastest current value growth of 8% in 2020, to reach IDR94.7
billion
▪ Twinlab Corp maintains its lead in sports nutrition in 2020, despite falling to a 16% retail value
share
▪ In the forecast period sports nutrition is expected to see a retail current value CAGR of 4%
(negligible negative constant value CAGR at 2020 prices), to reach IDR823.0 billion in 2025
2020 IMPACT
Growth turns to strong decline due to the impact of COVID-19

After seeing solid current value growth during most of the review period, sports nutrition is
expected to see a double-digit decline in 2020. This is due to various impacts from COVID-19.
For instance, in an effort to control the spread of the virus, the government introduced PSSB
measures, which involved asking people to stay at home as much as possible in affected areas,
as well as the closure of non-essential businesses. The closure of shopping centres and gyms,
which are important in the distribution of these products, strongly negatively affected the
demand for protein and non-protein products in the first half of the year. If PSSB measures
continue to be applied in areas with a high rate of the virus, then this is expected to continue in
the second half of the year. In addition, these measures have also had a negative impact on the
economy, leading many consumers’ incomes to decline and households to struggle. This has
led consumers to save money by cutting their spending on non-essential products, including
sports nutrition. Although people have become more concerned to remain healthy and exercise
due to the pandemic, they do not necessarily need sports nutrition to enable them to do this.
Most categories within sports nutrition are expected to decline in current value terms in 2020,
including the largest category, sports non-protein products, which is expected to see the
strongest fall in sales. In fact, protein/energy bars is expected to be the only category to see
growth in 2020. These are in a convenient and tasty format, and fit with the snacking trend.
Meanwhile, the category is rising from a low base, leaving more room for growth than the more
mature sports non-protein products category.
Players move online to enable consumers to access products from their

homes
The closure of shopping centres and gyms has forced companies and brands to tap into other
distribution channels, such as e-commerce. Many brands and companies have opened official
stores on e-commerce platforms, or now allow customers to place orders through WhatsApp,
which are them dispatched using ride-hailing apps, which also allows consumers to avoid
leaving their homes. This is expected to lead to a strong increase in sales via e-commerce in
2020. Nevertheless, the share of e-commerce is expected to remain low in 2020, with the
largest distribution channel remaining drugstores/parapharmacies. However, this channel is set
to see a strong share decline as these outlets are often located in shopping centres, which have
been forced to close during PSSB restrictions. Hypermarkets and supermarkets are the next
biggest distribution channels, and as these are considered essential stores, have been allowed
to remain open throughout any lockdowns. Their value shares are therefore expected to
increase in 2020.
Nutrifood moves closer to Twinlab due to its presence in protein/energy

bars
Twinlab Corp is expected to maintain its lead in sports nutrition in value terms in 2020. It is set
to continue to lead sports non-protein products, and maintain a strong position in sports protein
powder with its Twinlab brand. Nutrifood Indonesia is expected to remain is second place,
although it is expected to draw closer to the leader, as it is set to see a slight increase in its
value share, whilst Twinlab is set to decline. Nutrifood is one of the two main players in
protein/energy bars, which is expected to be the only category to see current value growth in
2020, whilst Twinlab has no presence in this category; it leads sports non-protein products,
which is expected to see the strongest decline. The continued growth of protein/energy bars is
expected to ensure the leader, Amerta Indah Otsuka, also sees a strong value share increase in
2020.
The sharp decline in demand seen in the first half of 2020 led brands to offer huge discounts
and carry out promotional actions, such as bigger discounts for bulk purchases, to try and
maintain their sales. However, due to declining spending power, sales are still expected to
decline, since the people who take sports nutrition products are usually gym enthusiasts and
body-builders. Since during movement restrictions they have not been able to go the gym, they
have reduced their consumption of sports nutrition. Some sports nutrition brands reported that
they had significantly reduced their inventory stocks and capital expenditure to keep their
businesses alive. They also said they faced some issues in the supply chain. Most of them are
adopting a “wait and see” approach, analysing the market conditions. Despite some price
reductions, they have not made significant moves to boost their sales in the current situation,
since they understand that the economy is struggling, which is hitting its customer base.
Slow return to growth as consumers will remain concerned about their

finances
Although sports nutrition is expected to return to current value growth in 2021 and for the rest
of the forecast period, the rates of growth are expected to be lower than those seen pre-COVID-
19. Sales are not expected to return to the level seen in 2019, before the pandemic, until 2024.
Shopping centres and gyms are expected to reopen from the middle of 2020, although this will
depend on the level of cases in each area of the country. However, the demand for sports
nutrition is expected to be hampered by economic difficulties, and consumers are likely to save
rather than spend due to the financial uncertainty. In addition, at the beginning of the forecast
period the trend of going to the gym and body-building is expected to remain muted due to
concerns about the spread of the virus. People are expected to be more interested in outdoor
exercise such as jogging and cycling so they can exercise but maintain social distancing. Sports
protein products are not consumed as often for these activities. Therefore, demand for sports
nutrition is expected to be hampered moving forward.
Protein/energy bars set to see the best performance for convenience

reasons
Sports protein products is expected to see higher current value growth than sports non-
protein products in the forecast period. The trend of Indonesians working out at the gym, body-
building and engaging in other physical exercise is expected to lead to the higher growth of
sports protein products, especially later in the forecast period. Amongst these products, sports
protein powder is expected to continue to account for the highest share of value sales, as the
consumers of sports nutrition consider this to be essential. However, although sports protein
powder is expected to see growth in the forecast period as gyms expand to second- and third-
tier cities across Indonesia, more portable formats are expected to be preferred. For instance,
protein/energy bars is forecast to continue to see the strongest current value growth in the
forecast period. Once movement restrictions are lifted, consumers are expected to increasingly
demand compact and ready-to-go snacks. More brands are therefore expected to launch
protein/energy bars to meet this demand in the coming years
Sports protein RTD set to grow but will remain A small category
Sports protein RTD is a very small category within sports nutrition. L-Men from Nutrifood
Indonesia was the first brand to make sports protein RTD products available in the country, and
a lack of real competition means it still accounts for nearly all sales in this category, which is
expected to maintain current value growth in the forecast period. This is partly due to its
immaturity, as well as the rise of outdoor exercise, with consumers likely to pick up sports
protein RTD from convenience stores for consumption on-the-go after they have finished their
exercise. In addition, to maximise the benefits of sports nutrition, whey protein must be
consumed within a limited amount of time after exercising, so in view of traffic jams, increasing
mobility and packed schedules, portable premixed sports protein RTD products are likely to be
considered the most convenient, and thus are expected to enjoy rising demand in the forecast
period.
CATEGORY DATA
Table 53 Sales of Sports Nutrition by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Sports Protein Products 292.8 316.1 333.0 350.8 371.3 346.8

- Protein/Energy Bars 76.1 85.2 86.0 86.9 88.0 94.7
- Sports Protein Powder 214.8 228.8 244.6 261.2 280.2 249.4
- Sports Protein RTD 1.9 2.2 2.4 2.7 3.1 2.7
Sports Non-Protein 304.6 328.9 352.0 374.7 399.4 336.3
Products
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Sports Protein Products -6.6 3.4 18.4

- Protein/Energy Bars 7.6 4.5 24.4
- Sports Protein Powder -11.0 3.0 16.1
- Sports Protein RTD -11.6 7.8 45.5
Sports Non-Protein Products -15.8 2.0 10.4
Sports Nutrition -11.4 2.7 14.3
Table 55 NBO Company Shares of Sports Nutrition: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Twinlab Corp 17.5 17.7 17.8 17.7 16.1

Ultimate Nutrition Inc 14.9 15.2 15.1 14.7 14.0
Universal Nutrition Inc 12.3 12.5 12.8 12.7 12.3
Amerta Indah Otsuka PT 11.2 10.6 10.0 9.5 11.4
Guna Nutrindo Sehat PT 4.0 4.2 4.3 4.6 4.5
Glanbia Plc 3.2 3.4 3.6 3.8 3.6
Others 22.8 22.5 22.7 23.5 23.7
Total 100.0 100.0 100.0 100.0 100.0
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
% retail value rsp

Twinlab (Twinlab Twinlab Corp 17.7 17.8 17.7 16.1

Consolidation Corp)
L-Men Nutrifood Indonesia PT 13.9 13.6 13.6 14.4
Ultimate Ultimate Nutrition Inc 15.2 15.1 14.7 14.0
Universal Universal Nutrition Inc 12.5 12.8 12.7 12.3
Soy Joy (Otsuka Amerta Indah Otsuka PT 10.6 10.0 9.5 11.4
Holdings Co Ltd)
GNC (General Guna Nutrindo Sehat PT 4.2 4.3 4.6 4.5
Nutrition Centers
Inc)
Optimum Nutrition Glanbia Plc 3.4 3.6 3.8 3.6
Twinlab (IdeaSphere Twinlab Corp - - - -
Inc)
Others Others 22.5 22.7 23.5 23.7
Total Total 100.0 100.0 100.0 100.0
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Sports Protein Products 346.8 346.1 346.3 347.9 351.2 355.5

- Protein/Energy Bars 94.7 99.1 104.1 109.7 115.8 122.1
- Sports Protein Powder 249.4 244.3 239.6 235.7 232.9 231.0
- Sports Protein RTD 2.7 2.7 2.6 2.6 2.5 2.5
Sports Non-Protein 336.3 331.7 327.9 325.1 323.7 323.6
Products
trade sources
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Sports Protein Products -0.2 0.5 2.5

- Protein/Energy Bars 4.7 5.2 28.9
- Sports Protein Powder -2.0 -1.5 -7.4
- Sports Protein RTD -2.4 -1.5 -7.1
Sports Non-Protein Products -1.4 -0.8 -3.8
Sports Nutrition -0.8 -0.1 -0.6
trade sources
DIETARY SUPPLEMENTS IN
KEY DATA FINDINGS
▪ Consumers cut back on purchases of less necessary dietary supplements due to greater
price-consciousness in 2020, but the desire to boost immunity to combat COVID-19 increases
sales of immunity-boosting products
▪ Dietary supplements sees a 5% retail current value increase in 2020, to reach IDR10.5 trillion
▪ Combination herbal/traditional dietary supplements sees the highest current value growth in
2020, with a 20% increase to reach IDR4.0 trillion
▪ Sido Muncul maintains its lead in dietary supplements in 2020, with a 9% retail value share
▪ In the forecast period dietary supplements is expected to see a retail current value CAGR of
9% (5% constant value CAGR at 2020 prices), to reach IDR16.4 trillion in 2025
2020 IMPACT
Immune-boosting herbal dietary supplements prioritised due to COVID-

19
After seeing strong current value growth rates during most of the review period, in 2020
dietary supplements is set to see a strong slowdown in its growth rate in 2020. However,
performances are expected to vary widely across the category. For instance, supplements
which are set to show higher growth rates are those related to the immune system. As also seen
in vitamins, consumers have been keen to take supplements which boost their immune system
to try and avoid contracting COVID-19, or at least to lessen the symptoms if they do contract it.
Dietary supplements made with organic or herbal ingredients are also expected to perform well,
since consumers believe that herbal products are more reliable and have fewer side-effects than
non-herbal dietary supplements. Combination herbal/traditional dietary supplements is therefore
expected to see the strongest current value growth rate in 2020, as it meets both of these
criteria. This strong growth is despite the fact that this category was already the largest within
dietary supplements. Echinacea is also set to see a much better performance than in previous
years, which claims to have immunity-boosting benefits.
At the other end of the spectrum, declining sales are expected to be seen in other categories,
which are not able to promote their immune-boosting function. This is because consumers have
become more price-conscious in 2020 and have been prioritising their budgets. The measures
taken to control the spread of COVID-19 in the country are harming the economy and therefore
consumers’ incomes, leading them to prioritise essential purchases. Many dietary supplements,
especially those which do not boost immunity, are considered non-essential. Categories which
are expected to suffer from their non-essential nature are evening primrose oil, ginkgo biloba,
calcium supplements and protein supplements, all of which saw current value growth in 2019,
but are expected to turn to decline in 2020.
Movements in distribution channels due to COVID-19 movement

restrictions
E-commerce and direct selling are expected to see strong growth in their shares of
distribution in 2020, as home seclusion has triggered more purchases so consumers can avoid
leaving the house. Both channels offer home delivery, which has been important to some
consumers, especially the elderly or those with pre-exiting health problems, as they want to
avoid health care institutions, shops and other places where they might contract the virus. In
terms of direct selling, consumers also like to feel they are helping their friends to make a living
in difficult economic times. As dietary supplements are not urgent need products, consumers do
not mind waiting for delivery.
Within health and beauty specialist retailers, whilst chemists/pharmacies is expected to see a
slight share increase in 2020, drugstores/parapharmacies is set to see a significant decline.
During the local PSSB measures implemented to try and control the spread of COVID-19
shopping centres were temporarily closed, and many drugstores/parapharmacies are located in
shopping centres, as well as office buildings. This necessitated a switch to alternative channels.
Traditional grocery retailers is also expected to see a distribution share decline in 2020. Many
consumers have switched to shopping in modern grocery retailers during the pandemic due to
the clean, attractive environment with plenty of space to socially distance, which is expected to
lead to a corresponding value share increase for channels such as convenience stores,
supermarkets and hypermarkets.
Sido Muncul extends its leads in A fragmented category

Domestic brands compete tightly with international brands in dietary supplements. K-Link
Indonesia is from Malaysia and owns the leading brand of dietary supplements, K-Link. This has
a long-standing presence in Indonesia and a great brand image. This goes head to head against
Sido Muncul’s Kuku Bima in second place, an Indonesian brand that benefits from its low prices
and wide availability. K-Link’s dietary supplements, which vary from fish oils to echinacea, are
available in most modern channels, from chemists/pharmacies to supermarkets. Kuku Bima is
popular within both traditional and modern channels. Both brands are expected to see rising
value shares in 2020, due to their presence in combination dietary supplements and the good
performance of this category. Although the K-Link and Kuku Bima brands are expected to rank
first and second respectively in dietary supplements in 2020, Sido Muncul is expected to remain
the leading company. This is because it also has the Kuku Bima Ginseng and Nature's Blessing
brands. However, even so, its share is expected to remain in the single digits. This is because
dietary supplements remains a very fragmented category, with more than half of sales
accounted for by the smallest players, included under “others”.
Rapid rebound in growth as consumers return to buying non-essential

products
After the expectation of a much slower growth rate in 2020, dietary supplements is set to
rebound strongly in 2021, with a return to the current value growth rates seen in the review
period. The negative economic impact of COVID-19 is expected to fade and consumers will be
willing to return to buying non-essential products as well as immune-boosting products. In fact,
the current value CAGR expected in the forecast period is forecast to be notably stronger than
that seen in the review period.
Although expected to see a slowing growth rate over the course of the forecast period,
combination herbal/traditional dietary supplements is set to remain the largest category and
continue to see the strongest current value growth in the forecast period. Consumers will
continue to be keen to maintain their health through immunity-boosting herbal products, which
will be a longer-term impact of COVID-19. Echinacea is expected to perform well for the same
reason. However, all dietary supplements categories are expected to see growth in 2021 and for
the rest of the forecast period, as consumers will be more willing to spend not only on immune-
boosting products, but also on less essential dietary supplements.
Return to growth expected for collagen due to the rising number of

working women
Before COVID-19, collagen was becoming one of the strongest growth dietary supplements
for women in Indonesia, as the widening beauty market in the country was also affecting dietary
supplements. Since many skin care products already contain vitamin E in their ingredients, the
trend for beauty supplements has moved towards collagen, which helps to firm and improve the
elasticity of skin. As women were starting to realise that their collagen supply decreases as they
grow older, they were increasingly embracing these products. Although 2020 is set to see
declines for less necessary dietary supplements such as collagen, a strong return to growth is
expected in the forecast period, especially as more women are working and have the money to
spend on themselves, as well as wanting to look good when they are at work. Although sales of
collagen supplements such as beauty tonics are still relatively low in Indonesia, a strong
increase is expected over the forecast period. For instance, Diva Beauty Drink has been
reviewed and highly recommended by Indonesian beauty bloggers. Like other beauty tonics, the
drink is expected to benefit from women’s growing concern about ageing.
Stronger move expected towards products with A specific positioning

Dietary supplements with no specific positioning continue to account for the highest sales.
However, it is expected that the forecast period will see a continuation of the review period
move towards a specific positioning. For instance, sales of products for general health are
expected to continue to grow, whilst bone health will also continue to account for a high share of
value sales. However, again following the beauty trend, which is most prevalent amongst
working women, beauty-positioned products are expected to see strong growth, such as beauty
tonics, which are compact and easy to consume. Heart health and immune system are other
positionings which have been gaining share, the latter particularly as a result of COVID-19, and
this is also expected to continue in the forecast period.
CATEGORY DATA
Table 59 Sales of Dietary Supplements by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Combination Dietary 3,067.6 3,423.9 3,806.8 4,233.4 4,702.9 5,470.4

Supplements
Dietary Supplements
- Combination Herbal/ 2,193.3 2,431.0 2,695.2 2,984.5 3,319.3 3,987.3
Traditional Dietary
Supplements
- Echinacea 76.0 81.2 86.9 93.0 99.7 113.1

- Evening Primrose Oil 5.6 5.9 6.3 6.7 7.1 6.8
- Garlic 48.8 51.3 53.8 56.2 59.0 62.0
- Ginkgo Biloba 70.6 74.5 78.2 82.0 86.1 77.2
- Ginseng 99.0 102.5 108.6 115.7 123.3 130.8
- St John's Wort - - - - - -
- Other Herbal/ 1,986.9 2,114.5 2,240.7 2,364.9 2,492.3 2,278.0
Traditional Dietary
Supplements
- Aloe - - - - - -
- Cranberry - - - - - -
Non-Herbal/Traditional 2,784.5 3,030.2 3,271.8 3,540.1 3,815.1 3,799.4
Dietary Supplements
- Co-Enzyme Q10 12.7 13.6 14.5 15.4 16.5 14.9
- Combination Non- 874.3 992.9 1,111.6 1,248.8 1,383.6 1,483.0
Herbal/Traditional
Dietary Supplements
- Eye Health Supplements - - - - - -
- Fish Oils/Omega Fatty 434.3 473.4 512.8 554.9 600.3 656.7
Acids
- Glucosamine 13.2 14.0 14.8 15.6 16.5 15.5
- Minerals 1,220.2 1,302.3 1,380.1 1,463.5 1,551.0 1,400.1
-- Calcium Supplements 1,051.8 1,142.2 1,228.4 1,320.3 1,416.2 1,264.6
-- Mineral Supplements 168.5 160.0 151.7 143.1 134.8 135.5
- Probiotic Supplements 13.7 13.8 13.9 13.7 13.6 13.8
- Protein Supplements 2.7 2.9 3.0 3.0 3.0 2.6
- Other Non-Herbal/ 213.4 217.2 221.2 225.2 230.7 212.7
Traditional Dietary
Supplements
Dietary Supplements 7,264.7 7,891.1 8,541.5 9,243.1 10,002.0 10,454.6
Table 60 Sales of Dietary Supplements by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Combination Dietary Supplements 16.3 12.3 78.3

Herbal/Traditional Dietary Supplements 7.6 8.2 48.5
- Combination Herbal/Traditional 20.1 12.7 81.8
Dietary Supplements
- Echinacea 13.5 8.3 48.8
- Evening Primrose Oil -5.2 4.0 21.6
- Garlic 5.1 4.9 27.1
- Ginkgo Biloba -10.3 1.8 9.4
- Ginseng 6.1 5.7 32.1
- St John's Wort - - -
- Other Herbal/Traditional Dietary -8.6 2.8 14.6
Supplements
- Aloe - - -
- Cranberry - - -
Non-Herbal/Traditional Dietary -0.4 6.4 36.4
Supplements
- Co-Enzyme Q10 -9.8 3.1 16.7
- Combination Non-Herbal/Traditional 7.2 11.1 69.6
Dietary Supplements
- Eye Health Supplements - - -
- Fish Oils/Omega Fatty Acids 9.4 8.6 51.2

- Glucosamine -5.7 3.3 17.5
- Minerals -9.7 2.8 14.7
-- Calcium Supplements -10.7 3.8 20.2
-- Mineral Supplements 0.5 -4.3 -19.6
- Probiotic Supplements 1.4 0.2 1.2
- Protein Supplements -13.7 -0.8 -3.8
- Other Non-Herbal/Traditional Dietary -7.8 -0.1 -0.3
Supplements
Dietary Supplements 4.5 7.6 43.9
Table 61 Sales of Dietary Supplements by Positioning: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Beauty 5.3 5.4 5.4 5.4 5.4 5.5

Bone 16.3 16.4 16.4 16.4 16.4 14.2
Digestive 1.1 1.2 1.3 1.4 1.5 1.5
Energy 2.5 2.5 2.5 2.5 2.5 2.5
Eye Health 0.4 0.4 0.4 0.4 0.4 0.3
General Health 21.5 21.5 21.6 21.6 21.0 23.0
Heart Health 2.3 2.3 2.4 2.5 2.6 2.7
Immune System 4.3 4.3 4.3 4.3 4.4 5.0
Joint 0.3 0.3 0.3 0.3 0.3 0.3
Memory Health 2.4 2.4 2.4 2.4 2.5 2.4
Mood/Relaxing 0.2 0.2 0.2 0.2 0.1 0.1
Sexual Health 0.3 0.3 0.3 0.3 0.4 0.4
Other Dietary 43.2 42.9 42.6 42.3 42.5 41.9
Supplement Positioning
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 62 NBO Company Shares of Dietary Supplements: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Sido Muncul PT 6.4 7.4 7.9 8.3 8.5

Laboratories PT
Sea Quill Co 1.5 1.5 1.5 1.5 1.5
Citra Nusa Insan 1.8 1.7 1.6 1.5 1.4
Cemerlang PT
Merck Tbk PT 1.6 1.4 1.3 1.2 1.2
USANA Health Sciences PT 0.8 0.8 0.8 0.8 1.0

Laboratories PT
Elken Int Indonesia PT 0.8 0.8 0.8 0.8 0.7
Singa Langit Jaya PT 0.8 0.7 0.7 0.7 0.6
Novartis Biochemie PT 0.7 0.7 0.6 0.6 0.5
Indofarma (Persero) Tbk 0.5 0.5 0.5 0.5 0.5
PT
Marguna Tarulaga Apeka 0.6 0.6 0.5 0.5 0.4
Farma PT
Harmoni Dinamik 0.3 0.3 0.3 0.3 0.3
Indonesia PT
Sunrider Nusaperdana PT 0.2 0.2 0.1 0.1 0.1
Nugra Aloeverindo 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
Korea Ginseng Corp 0.1 0.0 0.1 0.1 0.1
Abbott Indonesia PT 0.0 0.0 0.0 - -
Others 61.0 60.0 59.8 59.7 59.4
Total 100.0 100.0 100.0 100.0 100.0
Table 63 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
% retail value rsp


International Sdn
Bhd)
Kuku Bima Sido Muncul PT 6.2 6.7 7.1 7.3
Imboost Soho Industri Pharmasi PT 1.9 1.9 2.2 2.9
Protecal Konimex Pharmaceutical 3.1 3.2 3.2 2.8
Laboratories PT
(Herbalife
Nutrition Ltd)
Sea-Quill Sea Quill Co 1.5 1.5 1.5 1.5
NEO Hormoviton Tempo Scan Pacific Tbk PT 1.3 1.3 1.3 1.1
Sangobion (Procter Merck Tbk PT - 1.1 1.0 1.0
& Gamble Co, The)
Kuku Bima Ginseng Sido Muncul PT 0.9 0.9 1.0 1.0
Nutrilite (Amway Amindoway Jaya PT 1.0 1.0 0.9 1.0
Corp)
Enterprises Inc)
USANA (USANA Health USANA Health Sciences PT 0.7 0.7 0.7 0.9
Sciences Inc)
Sun Chlorella (Sun Citra Nusa Insan 1.1 1.0 1.0 0.9
Chlorella Corp) Cemerlang PT
Prolacta with DHA Novell Pharmaceutical 0.8 0.8 0.7 0.8
Laboratories PT
Elken (Elken Sdn Bhd) Elken Int Indonesia PT 0.8 0.8 0.8 0.7
Tiens (Tiens Group Singa Langit Jaya PT 0.7 0.7 0.7 0.6
Co Ltd)
Cemerlang PT
Prolipid Indofarma (Persero) Tbk PT 0.5 0.5 0.5 0.5
Pil Kita Marguna Tarulaga Apeka 0.6 0.5 0.5 0.4
Farma PT
Calcium Sandoz Novartis Biochemie PT 0.4 0.5 0.4 0.4
Forte (Novartis AG)
Cerebrovit Kalbe Farma Tbk PT 0.4 0.4 0.4 0.3
Nature's Blessing Sido Muncul PT 0.3 0.3 0.3 0.3
High-Desert Harmoni Dinamik 0.3 0.3 0.3 0.3
Indonesia PT
Sunrider (Sunrider Sunrider Nusaperdana PT 0.2 0.1 0.1 0.1
International Inc)
Forever Royal Jelly Nugra Aloeverindo PT 0.2 0.2 0.1 0.1
(Forever Living
Products
International LLC)
Calcium Sandoz Novartis Biochemie PT 0.2 0.2 0.1 0.1
(Novartis AG)
Garlicia Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1
Cheong-Kwan-Jang Korea Ginseng Corp 0.0 0.1 0.1 0.1
(KT&G Corp)
X-Gra (Rajawali Phapros (Persero) Tbk PT 0.1 0.1 0.1 0.1
Nusantara Indonesia
(Persero) PT)
(Herbalife Ltd)
Sangobion (Merck Merck Tbk PT 1.3 - - -
KGaA)
Seven Seas (Merck Merck Tbk PT 0.1 - - -
KGaA)
Others Others 61.3 61.2 61.0 60.9
Total Total 100.0 100.0 100.0 100.0
Table 64 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Combination Dietary 5,470.4 6,058.3 6,600.4 7,147.7 7,690.1 8,224.8

Supplements
Dietary Supplements
- Combination Herbal/ 3,987.3 4,445.0 4,873.8 5,290.0 5,712.2 6,134.9
Traditional Dietary
Supplements
- Echinacea 113.1 123.5 133.9 144.5 155.2 165.7
- Evening Primrose Oil 6.8 6.7 6.7 6.7 6.8 6.9
- Garlic 62.0 63.2 64.3 65.5 66.8 68.3
- Ginkgo Biloba 77.2 75.9 75.0 75.0 75.5 76.5
- Ginseng 130.8 134.6 138.2 141.6 144.9 148.0
- St John's Wort - - - - - -
- Other Herbal/ 2,278.0 2,272.2 2,287.8 2,312.4 2,354.0 2,404.5
Traditional Dietary
Supplements
- Aloe - - - - - -
- Cranberry - - - - - -
Non-Herbal/Traditional 3,799.4 3,936.4 4,058.3 4,208.5 4,356.2 4,501.7
Dietary Supplements
- Co-Enzyme Q10 14.9 14.8 14.7 14.9 15.1 15.4
- Combination Non- 1,483.0 1,613.3 1,726.7 1,857.7 1,977.9 2,089.9
Herbal/Traditional
Dietary Supplements
- Eye Health Supplements - - - - - -
- Fish Oils/Omega Fatty 656.7 687.9 713.8 739.0 763.7 787.4
Acids
- Glucosamine 15.5 15.3 15.2 15.3 15.4 15.7
- Minerals 1,400.1 1,379.9 1,366.1 1,362.2 1,365.8 1,375.0
-- Calcium Supplements 1,264.6 1,247.5 1,235.5 1,233.8 1,240.3 1,252.6
-- Mineral Supplements 135.5 132.4 130.7 128.3 125.6 122.5
- Probiotic Supplements 13.8 13.6 13.4 13.2 13.2 13.2
- Protein Supplements 2.6 2.6 2.5 2.5 2.4 2.4
- Other Non-Herbal/ 212.7 209.1 205.8 203.8 202.7 202.6
Traditional Dietary
Supplements
Dietary Supplements 10,454.6 11,057.4 11,637.9 12,244.2 12,871.6 13,506.4
trade sources
Table 65 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-

2025

2020/2021 2020-25 CAGR 2020/25 Total
Combination Dietary Supplements 10.7 8.5 50.4

- Combination Herbal/Traditional 11.5 9.0 53.9
Dietary Supplements
- Echinacea 9.1 7.9 46.5
- Evening Primrose Oil -1.3 0.5 2.7
- Garlic 1.9 1.9 10.0
- Ginkgo Biloba -1.8 -0.2 -1.0
- Ginseng 2.9 2.5 13.2
- St John's Wort - - -
- Other Herbal/Traditional Dietary -0.3 1.1 5.6
Supplements
- Aloe - - -
- Cranberry - - -
Non-Herbal/Traditional Dietary 3.6 3.5 18.5
Supplements
- Co-Enzyme Q10 -0.7 0.7 3.6
- Combination Non-Herbal/Traditional 8.8 7.1 40.9
Dietary Supplements
- Eye Health Supplements - - -
- Fish Oils/Omega Fatty Acids 4.8 3.7 19.9
- Glucosamine -1.6 0.2 1.0
- Minerals -1.4 -0.4 -1.8
-- Calcium Supplements -1.4 -0.2 -1.0
-- Mineral Supplements -2.3 -2.0 -9.6
- Probiotic Supplements -1.8 -1.0 -4.9
- Protein Supplements -2.4 -1.5 -7.4
- Other Non-Herbal/Traditional Dietary -1.7 -1.0 -4.7
Supplements
Dietary Supplements 5.8 5.3 29.2
trade sources
VITAMINS IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Consumers’ desire to try and avoid contracting COVID-19, or at least limit the effects by
maintaining good health, leads consumers to stockpile multivitamins and vitamin C in 2020,
and leads to shortages
▪ Vitamins sees a 20% retail current value increase in 2020, to reach IDR12.6 trillion
▪ Multivitamins sees the highest current value growth in 2020, with a 25% increase to reach
IDR6.8 trillion
▪ Bayer Indonesia maintains its lead in vitamins in 2020, increasing to an 11% retail value share
▪ In the forecast period vitamins is expected to see a retail current value CAGR of 12% (8%
constant value CAGR at 2020 prices), to reach IDR22.3 trillion in 2025
2020 IMPACT
Multivitamins and vitamin C see dynamic increases due to COVID-19

Vitamins saw dynamic current value growth rates in the review period, but these are nothing
compared with the even stronger double-digit growth expected in 2020. With the emergence of
COVID-19 in the country in the first half of the year, many consumers were keen to ensure they
were as healthy as possible in case they contracted the virus, and stockpiled supplies. Sales of
vitamins therefore rocketed, but this purchasing behaviour also led to supply problems and
product scarcity. As the virus remains in the country, the demand for vitamins is also expected
to continue in the second half of the year, and the challenge will be for producers to maintain
stocks on shelves.
Multivitamins is expected to see the strongest current value growth rate in 2020, despite
already being the largest category. These are seen as an easy option by consumers, as they
can get all the vitamins they need in one tablet. The second-largest category, vitamin C, is
expected to also see the second-highest growth rate in 2020, as this is the best-known single
vitamin, and is known to help fight off colds and flu, so it is also believed it may be effective in
protecting against COVID-19. Due to the stockpiling seen in these categories in particular, some
local pharmacies set a limit on the number of products that could be purchased in order to
prevent people hoarding.
Although sales are expected to remain negligible, vitamin D is set to see rising sales in 2020.
Previously, vitamin D was not popular in Indonesia. Health research has suggested that people
can boost their immune system by spending more time in the sun so our bodies create vitamin
D. However, due to COVID-19 social restrictions people have had to spend more time in the
house and have not been able to boost their vitamin D naturally, so some have turned to tablets
to maintain their levels of vitamin D and boost their immune system.
Vitamin E suffers from lower consumer purchasing power

Despite the strong growth rates expected to be seen by some vitamins categories, growth is
not forecast across the board. For instance, vitamin E, which is popular for maintaining healthy
skin, is expected to face declining current value sales in 2020. This is due to consumers’
declining purchasing power as a result of the economic impact of measures taken to control the
spread of COVID-19. Consumers are therefore having to prioritise purchases and stop
purchasing non-necessities, including vitamin E. Consumers have preferred to spend their more
limited budgets on food, and on consumer health products which they believe are essential in
light of COVID-19, such as multivitamins and analgesics. Moreover, many skin care products
already include vitamin E amongst their ingredients, and consumers therefore do not see the
need to also purchase the single vitamin to achieve the same purpose. Moreover, the trend
towards using vitamin E as a beauty supplement has been giving way to collagen.
Like most other consumer health categories, vitamins is expected to see strong growth in the
share of distribution accounted for by e-commerce in 2020. This channel has been important for
the purchase of many different products when restrictions on movement in the country (PSSB
measures) have been in force, as consumers are discouraged from leaving their homes.
Moreover, as vitamins are not urgent need products, consumers are happy to order online and
wait for delivery. Chemists/pharmacies is also expected to see a strong share increase, as
these outlets have remained open throughout the pandemic, with modern grocery retailers
seeing a similar rising trend for the same reason. Traditional grocery retailers and
drugstores/parapharmacies are expected to be the main losers of distribution share as a result.
The latter is expected to see a particularly strong decline due to the temporary closure of some
shopping centres in areas with high infection rates, which is where many such stores are
located.
Bayer extends its lead despite shortages

Bayer Indonesia is expected to continue to lead vitamins in value terms in 2020, mainly due to
the strength of its Redoxon brand. Effervescent Redoxon Double Action has a strong presence
in single vitamins, although it also has Redoxon Fortimun in multivitamins, and also has the
smaller brands Berocca and Supradyn in multivitamins. Because Bayer has not been content
simply to rely on its long-standing presence and Redoxon’s reputation for reliability, it continues
to innovate. Catering to Indonesia’s huge Muslim population, the company launched a new
variant for Ramadan towards the end of the review period, positioning the product as providing
the optimum vitamin intake that Muslims need when they are fasting. It also appointed a new
brand ambassador to maintain is relevance.
Due to the strength of the Redoxon name, when new consumers turned to vitamins during the
early stages of COVID-19, this was often one of the brands they chose, leading it to see a
strong increase in share. However, although Bayer and other players in multivitamins and
vitamin C are expected to see strong sales increases in 2020, they have also experienced
challenges during the year. Due to the massive rise in demand due to stockpiling, there has
been a scarcity of raw materials, particularly for vitamin C, making it difficult to keep shelves
stocked. Many countries also limited their exports of ingredients for vitamin C in order to fulfil
their own local demand.
High growth set to be maintained as consumers remain health-

conscious
Although the significant spike in growth forecast for 2020 is expected to slow down slightly
from 2021, dynamic double-digit current value growth rates are expected to continue for several
years in the forecast period. Although COVID-19 is expected to come under better control, the
virus has increased consumers’ awareness of the need to maintain good health and immunity,
and the consumption of vitamins is set to remain a habit amongst many consumers throughout
the forecast period. The forecast period is therefore expected to see a stronger current value
CAGR than the review period.
Multivitamins and vitamin C are expected to continue to see the strongest current value
growth rates in the forecast period, and will together continue to account for the majority of sales
within vitamins. Vitamin C is well-known for fighting colds and flu, and multivitamins has the
advantage of containing several vitamins, so consumers do not have to think about which single
vitamins to purchase. Although most multivitamins currently have a general positioning, more
targeted products are starting to be seen, such as products for men, women or the elderly. This
trend is expected to continue in the forecast period to enable players to differentiate. Bucking
the trend of seeing higher growth than in the review period, vitamin E is expected to see a
slower increase in the forecast period. This will mainly be due to rising consumer price-
consciousness as a result of the economic impact of COVID-19, which is expected to continue
at the beginning of the forecast period. Consumers are expected to have to be careful with their
budgets, and will avoid non-necessities such as vitamin E, which focuses on skin health.
Vitamins A and D set to see growth, although sales will remain low
Although sales are expected to remain negligible in the forecast period, sales of both vitamin
A and vitamin D are expected to increase in the forecast period. Increasing smartphone usage
in Indonesia is expected to lead to a rise in sales of vitamin A, as this is known to be very useful
for eye health. Eye strain and other vision problems stemming from looking at computer, tablet
and smartphone screens daily, sometimes even all day, are increasing in Indonesia, as is the
case globally. This cultural and lifestyle phenomenon is expected to increase demand for both
eye health supplements and vitamin A over the forecast period. In terms of vitamin D, it helps to
maintain the immune system, which is considered even more important in light of COVID-19.
Although the body can make its own vitamin D if it gets enough sunlight, this will not be possible
for some people, who are expected to take vitamin D supplements to compensate.
Gummies for adults likely to make headway in the forecast period

A breakthrough innovation in the vitamins category in the middle of the review period was
adult multivitamins presented in gummy or jelly formats. Initiated by the Indonesian company
YouVit, these products are becoming increasingly popular in Indonesia, although from a low
base. Previously, gummy formats had only been targeted towards children. YouVit vitamins are
offered in small packages containing seven gummy vitamins, one for every day of the week,
whereas adult-targeted vitamins have always come in the form of tablets and capsules
contained in large packs. Increasing demand for compact products that are easy to consume
and easy to carry around has helped promote sales of this latest innovation in the country. As it
becomes better-known, it is expected that YouVit will see stronger growth in the forecast period,
and it is likely that other players will follow this brand’s lead.
CATEGORY DATA
Table 66 Sales of Vitamins by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Multivitamins 4,084.4 4,377.7 4,712.5 5,065.2 5,476.5 6,829.2

Single Vitamins 3,538.2 3,862.3 4,222.5 4,609.2 5,050.8 5,790.0
- Vitamin A - - - - - -
- Vitamin B 823.8 891.2 963.0 1,043.0 1,133.9 1,247.3

- Vitamin C 2,090.7 2,284.4 2,511.4 2,759.1 3,046.6 3,692.4
- Vitamin D - - - - - -
- Vitamin E 623.7 686.7 748.1 807.1 870.3 850.3
- Other Single Vitamins - - - - - -
Vitamins 7,622.6 8,240.0 8,935.0 9,674.4 10,527.2 12,619.2
Table 67 Sales of Vitamins by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Multivitamins 24.7 10.8 67.2

Single Vitamins 14.6 10.4 63.6
- Vitamin A - - -
- Vitamin B 10.0 8.6 51.4
- Vitamin C 21.2 12.0 76.6
- Vitamin D - - -
- Vitamin E -2.3 6.4 36.3
- Other Single Vitamins - - -
Vitamins 19.9 10.6 65.5
Table 68 Sales of Multivitamins by Positioning: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Elderly 1.1 1.2 1.2 1.2 1.3 2.1

Men - - - - 1.8 1.6
Pregnancy 0.9 1.0 1.0 1.0 1.9 2.4
Teenagers - - - - 1.2 1.9
Women - - - - 2.3 3.0
Other Multivitamins 98.0 97.8 97.8 97.8 91.5 89.0
Positioning
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 69 NBO Company Shares of Vitamins: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Tbk PT
Citra Nusa Insan 7.1 7.0 6.7 6.3 5.7
Cemerlang PT
Indocare Citrapasific PT 5.5 5.5 5.5 5.5 5.4
Merck Tbk PT 5.1 5.0 4.9 4.7 4.2
Takeda Indonesia PT 2.6 2.9 3.2 3.2 3.4
Inc PT
Sanbe Farma PT 3.0 2.9 2.9 2.8 2.5
Prafa PT 1.9 2.0 2.0 2.0 2.0
Abbott Indonesia PT 0.2 0.1 0.1 - -
Others 34.3 34.7 34.8 36.3 39.9
Total 100.0 100.0 100.0 100.0 100.0
Table 70 LBN Brand Shares of Vitamins: % Value 2017-2020
% retail value rsp


Hemaviton Tempo Scan Pacific Tbk PT 9.7 9.1 8.6 7.8
Natur-E (Darya- Darya-Varia Laboratoria 7.7 7.9 7.7 5.9
Varia Group) Tbk PT
Fatigon Kalbe Farma Tbk PT 6.4 6.5 6.4 5.9
Cemerlang PT
Holisticare Indocare Citrapasific PT 5.5 5.5 5.5 5.4
Vitacimin (Takeda Takeda Indonesia PT 2.9 3.2 3.2 3.4
Pharmaceutical Co
Ltd)
Neurobion (Procter Merck Tbk PT - 3.4 3.3 3.0
& Gamble Co, The)
Enervon-C (United Medifarma Laboratories 2.9 2.9 2.9 2.8
Neurosanbe Sanbe Farma PT 2.4 2.4 2.4 2.2
Vicee (Darya-Varia Prafa PT 2.0 2.0 2.0 2.0
Group)
Xon-ce Kalbe Farma Tbk PT 0.9 1.1 1.3 1.3
Corp)
Berocca (Bayer AG) Bayer Indonesia PT 1.4 1.3 1.2 1.1
Bion (Procter & Merck Tbk PT - 0.9 0.8 0.7
Gamble Co, The)
Evion (Procter & Merck Tbk PT - 0.6 0.6 0.5
Gamble Co, The)
USANA Proflavanol C USANA Health Sciences PT 0.2 0.2 0.2 0.3
(USANA Health
Sciences Inc)
Santa-E Sanbe Farma PT 0.2 0.2 0.2 0.2
Folavit Sanbe Farma PT 0.2 0.1 0.1 0.1
Supradyn (Bayer AG) Bayer Indonesia PT 0.2 0.1 0.1 0.1
Elkana Sanbe Farma PT 0.1 0.1 0.1 0.0
Surbex (Abbott Abbott Indonesia PT 0.1 0.1 - -
Laboratories Inc)
Neurobion (Merck Merck Tbk PT 3.4 - - -
KGaA)
Bion (Merck KGaA) Merck Tbk PT 0.9 - - -

Evion (Merck KGaA) Merck Tbk PT 0.6 - - -
Becombion (Merck Merck Tbk PT 0.0 - - -
KGaA)
Others Others 34.7 34.9 36.4 40.0
Total Total 100.0 100.0 100.0 100.0
Table 71 Forecast Sales of Vitamins by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Multivitamins 6,829.2 7,834.4 8,620.6 9,263.3 9,786.3 10,268.2

Single Vitamins 5,790.0 6,379.1 6,891.3 7,296.3 7,685.4 8,080.5
- Vitamin A - - - - - -
- Vitamin B 1,247.3 1,314.9 1,375.3 1,429.7 1,484.4 1,538.4
- Vitamin C 3,692.4 4,228.8 4,693.9 5,048.8 5,383.3 5,721.9
- Vitamin D - - - - - -
- Vitamin E 850.3 835.4 822.2 817.8 817.6 820.1
- Other Single Vitamins - - - - - -
Vitamins 12,619.2 14,213.6 15,511.9 16,559.6 17,471.7 18,348.7
trade sources
Table 72 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Multivitamins 14.7 8.5 50.4

Single Vitamins 10.2 6.9 39.6
- Vitamin A - - -
- Vitamin B 5.4 4.3 23.3
- Vitamin C 14.5 9.2 55.0
- Vitamin D - - -
- Vitamin E -1.8 -0.7 -3.5
- Other Single Vitamins - - -
Vitamins 12.6 7.8 45.4
trade sources
WEIGHT MANAGEMENT AND

WELLBEING IN INDONESIA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Due to greater price-consciousness as a result of the economic impact of COVID-19, some

consumers stop purchasing weight management and wellbeing products in 2020, due to their
unnecessary nature
▪ Weight management and wellbeing sees a 10% retail current value decline in 2020, falling to
IDR4.3 trillion
▪ Slimming teas and supplement nutrition drinks see the slowest current value declines of 5% in
2020, to IDR204.0 billion and IDR164.2 billion respectively
▪ Herbalife Indonesia maintains its lead in weight management and wellbeing in 2020, with a
42% retail value share
▪ In the forecast period weight management and wellbeing is expected to see a retail current
value CAGR of 2% (negative 2% constant value CAGR at 2020 prices), to reach IDR4.7
trillion in 2025
2020 IMPACT
Strong decline as consumers prioritise the purchase of necessities

After seeing slow current value growth for most of the review period, weight management and
wellbeing is expected to turn to double-digit current value decline in 2020. Consumers’ incomes
have been negatively affected by the economic impact of the measures taken to try and prevent
the spread of COVID-19 in the country. Job losses have been seen, and falling wages. This has
made consumers much more cautious with their spending, prioritising essentials such as food
and necessary healthcare products and cutting back on anything they can do without. This is
expected to lead to a strong decline for weight management and wellbeing, since these
products are considered as tertiary needs.
Despite remaining the largest category, increasingly healthy lifestyles and concern about
chemical ingredients are expected to lead weight loss supplements to see the strongest current
value decline in 2020. People are becoming more attracted to healthier ways to lose weight,
including exercise, healthy eating and the consumption of organic food, monitoring calorie
intake. People have started to understand that instant weight loss using chemical ingredients is
unhealthy for their body. For this reason, weight loss supplements are becoming less popular,
although there are also now products available which are not based on chemicals. Another
factor hampering the growth of weight loss supplements is expected to be their high unit price,
which has been particularly off-putting in the difficult economic climate.
Changes in distribution, with non-store retailing seeing A strong increase

Direct selling is expected to remain the main distribution channel for weight management and
wellbeing in value terms in 2020. This is due to the strength of the leading direct seller, Herbalife
Indonesia, which is also the leading player in weight management and wellbeing. Consumers
are willing to take the advice of a direct selling consultant, who is often also a friend, when it
comes to weight management products. This channel is also expected to see a rising share in
2020 due to the convenience of home delivery by sales representatives.
Another channel which is expected to see strong value growth in 2020 is e-commerce. Weight
management and wellbeing products usually have high prices, and when buying online
consumers have more time to compare prices and functions, which is stimulating the growth of
this distribution channel. They are also not considered urgent need products which need to be
purchased immediately, unlike many OTC products. E-commerce is also a convenient way to
shop, especially since consumers can enjoy fast delivery via shipping methods such as Go-
Send by GO-JEK. Many products on offer in Indonesia are available via e-commerce sites such
as Shopee, Lazada, Tokopedia and k24klik.com, whilst some brands have also opened official
e-commerce stores, such as Blackmores and WRP. Nevertheless, e-commerce is still only
expected to account for a small share of value sales in 2020.
Despite the dominance of non-store retailing in weight management and wellbeing,
drugstores/parapharmacies, chemists/pharmacies and modern grocery retailers also account for
notable sales of such products. However, the shares of all these channels are either expected to
remain static or decline in 2020. This is due to the growth of non-store retailing, through which
consumers can have products delivered at a time when social restrictions are in place and
consumers are expected to stay at home where possible to avoid the spread of COVID-19.
Drugstores/parapharmacies is expected to see a particularly negative impact due to the
widespread presence of these stores in shopping centres, many of which have been closed at
various times of the year due to the temporary closure of non-essential retailers through PSSB
measures. Meanwhile, chemists/pharmacies have focused on the sale of necessary products
such as OTC products, rather than non-essentials.
Herbalife extends its lead thanks to its natural/herbal ingredients

International company Herbalife Indonesia is expected to remain the strong leader within
weight management and wellbeing in value terms in 2020, and to maintain the growth in share
seen throughout the review period. The company’s particular strength is meal replacement, in
which it accounts for more than three quarters of value sales, and its products continue to be
amongst the fastest-growing in the category. Its natural/herbal ingredients attract Indonesian
consumers, whilst distribution to rural areas also helps to maintain the company’s growth. The
company is also expected to maintain its lead in weight loss supplements in 2020, although with
only a low value share.
However, there are many local players competing with Herbalife, albeit at a distance, led by
Nutrifood Indonesia. This player is expected to maintain its second position within weight
management and wellbeing in 2020, despite losing share. Its WRP brand ranks second in meal
replacement, behind Herbalife, and third in slimming teas, behind two other domestic brands. In
weight management, low-income consumers are increasingly purchasing domestic brands,
whilst upper-middle-income consumers continue to purchase international brands. However, this
changes when it comes to supplement nutrition drinks and weight loss supplements, in which
consumers tend to choose the most prominent brand, regardless of price.
As non-essential products, A rapid return to growth is unlikely

Weight management and wellbeing is not expected to see a rapid return to pre-COVID-19
levels of growth, unlike many other categories. These are considered by consumers to be
amongst the least necessary consumer health products, and consumers who have stopped
purchasing such products in 2020 are unlikely to return until they are more confident about the
economy and their personal finances. Therefore, although the decline is expected to slow
dramatically, the category is expected to continue to see a current value decline in 2021, with a
return to only slow growth in 2022 and increasing rates of growth thereafter. However, the pre-
COVID-19 level of sales is not expected to be reached even by the end of the forecast period,
and the CAGR in the forecast period is expected to be lower than that seen in the review period.
Meal replacement is expected to remain the second-largest category in the forecast period,
but is expected to take even longer to return to growth in the forecast period, dragging down the
performance of the overall category. More consumers are expected to prepare their own healthy
meals and turn to more natural weight loss methods, as this is increasingly seen as a good way
to lose weight in a healthy way, whilst avoiding the expense of purchasing such products.
Some consumers will still seek to lose weight for health and image
reasons
Despite the expectation that weight loss supplements will see the strongest decline in 2020, it
is set to see the best performance in the forecast period. Although some consumers are
concerned about the chemical ingredients in many of these products, some non-chemical
products are available, and more manufacturers are expected to launch such products over the
forecast period. These are believed to be the most effective products for weight management,
and with more consumers risking developing health problems such as diabetes due to being
overweight, more people are expected to choose products they expect to work, even if they
come at a higher unit price. The desire to look good and fit is also expected to give a boost to
sales of weight loss supplements.
Although expected to remain the smallest category within weight management and wellbeing,
supplement nutrition drinks is expected to post one of the best current value growth rates in the
forecast period. As with weight loss supplements, Indonesian consumers are looking to
supplement nutrition drinks to help them lose weight to alleviate specific health conditions.
Nevertheless, these products are not only purchased by people trying to lose weight. Some
older people consume such products to boost their nutritional intake, which means this category
has a wider potential consumer base than others within weight management and wellbeing.
Strong growth in demand for these products has already brought a large number of smaller
players and new products into the competitive arena, with the sales generated from the smallest
players, included under “others”, expected to continue to rise in the forecast period, with the
shares of the leaders expected to continue to stagnate or decline.
Demand for weight loss, but not necessarily using weight management
products
Despite the slow current value growth rate anticipated for weight management and wellbeing
in the forecast period, it is still believed to have prospects for growth. Consumers’ health-
consciousness continues to rise in Indonesia, and there is increasing awareness of the
connection between a poor diet, weight, and conditions such as diabetes, heart disease and
high blood pressure. Indonesians are more aware of both the importance of losing weight and
leading a healthier lifestyle, and understand the advantages that meal replacement, weight loss
supplements and other weight management products have to offer. Moreover, young
Indonesians are increasingly focusing on their physical appearance, including controlling their
weight. Weight management and wellbeing is therefore expected to see growth over the coming
years. Nevertheless, a factor which is expected to prevent a stronger rate of growth is the global
trend of losing weight naturally through diet and exercise rather than using weight loss products.
CATEGORY DATA
Table 73 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Meal Replacement 1,749.3 1,756.9 1,843.8 1,948.9 2,130.8 1,934.0

OTC Obesity - - - - - -
Slimming Teas 161.5 174.6 187.7 200.7 216.5 204.0
Supplement Nutrition 124.8 136.4 148.1 160.4 174.3 164.2
Drinks
Weight Loss Supplements 1,781.7 1,900.4 2,024.0 2,141.4 2,261.3 2,026.1
Wellbeing
Table 74 Sales of Weight Management and Wellbeing by Category: % Value Growth

2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Meal Replacement -9.2 2.0 10.6

OTC Obesity - - -
Slimming Teas -5.8 4.8 26.3
Supplement Nutrition Drinks -5.8 5.6 31.6
Weight Loss Supplements -10.4 2.6 13.7
Weight Management and Wellbeing -9.5 2.5 13.4
Table 75 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-
2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Performance Research 5.7 5.7 5.7 5.6 5.7
Laboratories
Martina Berto PT 5.3 5.3 5.3 5.2 5.4
Sari Sehat PT 5.7 5.5 5.0 4.6 4.4
Orindo Alam Ayu PT 2.1 2.1 2.5 2.6 2.7
Reborne Pte Ltd 3.3 3.2 2.9 2.6 2.3
Mustika Ratu Tbk PT 5.1 4.4 3.7 2.7 2.2
Jamu Borobudur PT 1.2 1.2 1.2 1.2 1.1

Sido Muncul PT 0.2 0.2 0.2 0.2 0.2
Singa Langit Jaya PT 0.2 0.2 0.2 0.2 0.1
LifePharm Pte Ltd 0.4 0.3 0.2 0.1 0.1
Phyto Kema Agung Farma PT 0.1 0.1 0.1 0.0 0.0
Mega Products - - - - -
(Indonesia) Ltd
Others 15.0 12.8 13.2 11.0 10.6
Total 100.0 100.0 100.0 100.0 100.0
Table 76 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
% retail value rsp


(Herbalife
Nutrition Ltd)
WRP Nutrifood Indonesia PT 7.4 7.6 8.0 7.2
Enterprises Inc)
Thermolyte Plus Performance Research 5.7 5.7 5.6 5.7
Laboratories
Sariayu (Martha Martina Berto PT 5.3 5.3 5.2 5.4
Tilaar Group)
NaturSlim Deltomed Laboratories PT 4.7 4.7 4.7 4.8
Merit Sari Sehat PT 5.5 5.0 4.6 4.4
Nutrishake Orindo Alam Ayu PT 2.1 2.5 2.6 2.7
(Oriflame Cosmetics
SA)
Xndo Reborne Pte Ltd 3.2 2.9 2.6 2.3
Mustika Ratu Mustika Ratu Tbk PT 4.4 3.7 2.7 2.2
Diabetasol Kalbe Farma Tbk PT 1.5 1.6 1.5 1.5
Entrasol Kalbe Farma Tbk PT 1.3 1.4 1.4 1.2
Ensure (Abbott Abbott Indonesia PT 1.1 1.1 1.0 1.1
Laboratories Inc)
Tropicana Slim Nutrifood Indonesia PT 0.4 0.4 0.4 0.4
Jamu Borobudur Jamu Borobudur PT 0.5 0.4 0.4 0.4
Corp)
Peptisol Kalbe Farma Tbk PT 0.3 0.3 0.3 0.3
Pelangi Sido Muncul PT 0.2 0.2 0.2 0.2
Tiens (Tiens Group Singa Langit Jaya PT 0.2 0.2 0.1 0.1
Co Ltd)
BodyKey by Amindoway Jaya PT 0.2 0.2 0.2 0.1
Nutrilite (Amway
Corp)
Nephrisol Kalbe Farma Tbk PT 0.1 0.1 0.1 0.1
Extrim (Pacific LifePharm Pte Ltd 0.3 0.2 0.1 0.1
Image Internasional
PT)
Herbalax Phyto Kema Agung Farma PT 0.1 0.1 0.0 0.0
Tianshi (Tianshi Singa Langit Jaya PT 0.0 0.0 0.0 0.0
Group Co Ltd)
(Herbalife Ltd)
Firm (Mega Products Mega Products - - - -

Co Ltd) (Indonesia) Ltd
Others Others 13.5 13.9 11.7 11.3
Total Total 100.0 100.0 100.0 100.0
Table 77 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-
2025
IDR billion
2020 2021 2022 2023 2024 2025
Meal Replacement 1,934.0 1,652.0 1,568.0 1,551.3 1,543.9 1,545.7

OTC Obesity - - - - - -
Slimming Teas 204.0 199.0 196.0 194.1 193.2 193.6
Supplement Nutrition 164.2 161.2 158.7 157.0 156.4 157.7
Drinks
Weight Loss Supplements 2,026.1 2,000.9 1,981.5 1,973.2 1,977.6 1,992.1
Wellbeing
trade sources
Table 78 Forecast Sales of Weight Management and Wellbeing by Category: % Value

Growth 2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Meal Replacement -14.6 -4.4 -20.1

OTC Obesity - - -
Slimming Teas -2.4 -1.0 -5.1
Supplement Nutrition Drinks -1.8 -0.8 -4.0
Weight Loss Supplements -1.2 -0.3 -1.7
Weight Management and Wellbeing -7.3 -2.1 -10.1
trade sources
HERBAL/TRADITIONAL PRODUCTS IN
KEY DATA FINDINGS
▪ Slight slowdown in growth for herbal/traditional products in 2020, as COVID-19 leads to less
foodservice consumption of food and less travel, negatively impacting digestive remedies,
whilst lower incomes hamper growth in herbal/traditional dietary supplements
▪ Herbal/traditional products sees 9% retail current value growth in 2020, to reach IDR13.9
trillion
▪ Herbal/traditional cough, cold and allergy (hay fever) remedies see the fastest current value
growth of 12% in 2020, to reach IDR4.6 trillion
▪ Deltomed Laboratories maintains its lead in herbal/traditional products in 2020, rising to a
▪ In the forecast period herbal/traditional products is expected to see a retail current value
CAGR of 11% (6% constant value CAGR at 2020 prices), to reach IDR23.0 trillion in 2025
2020 IMPACT
Claims jamu can help prevent COVID-19 maintain sales

In 2020, herbal/traditional products is expected to see a marginally slower current value
growth rate than was seen in all other years of the review period, although performances vary
between categories. Although a slight negative impact is expected to due to the financial impact
of measures taken by the government to control COVID-19, Indonesians have huge faith in
herbal/traditional products to boost their immune system. A local medicine called jamu, a liquid
form of combined natural ingredients, is popular, and many more people have been purchasing
traditional medications in special jamu shops in 2020. Consumers’ faith in jamu was supported
in 2020 by claims that some Indonesian traditional jamu can help to prevent the virus if drunk
regularly. Even the Indonesian president admitted he drank jamu three times a day to prevent
getting infected by COVID-19 at a speech in March. Although doctors warned about false
rumours of the healing power of such concoctions, belief in the efficacy of these products is
expected to lead to significant peaks in demand for herbal/traditional products containing ginger,
curcuma and turmeric. This has also led to a peak in demand for these ingredients, significantly
increasing the unit prices of these raw materials and therefore their prices for consumers. In
some areas, the raw materials for traditional jamu have started to face scarcity due to high
demand.
E-commerce is expected to see a particularly significant increase in its share of distribution of
herbal/traditional products in 2020. With measures implemented to try and prevent the spread of
COVID-19 in the country, more consumers are ordering online to avoid having to leave their
homes. It is increasingly seen as a convenient way to shop for many healthcare products,
including herbal/traditional products. Direct selling is also expected to increase its share, as this
channel too offers home delivery. Meanwhile, chemists/pharmacies is expected to see a
significant increase in its value share in 2020. This is mainly due to the closure of shopping
centres during PSSB measures. Many drugstores/parapharmacies are located in shopping
centres, which have temporarily had to shut, which is leading sales to switch to
chemists/pharmacies instead. Traditional grocery retailers is another channel which is expected

to lose share, as consumers have moved to shop in more modern formats with better hygiene
measures and more space for social distancing in light of COVID-19.
Slowdown in growth for some herbal/traditional dietary supplements

Herbal products are best able to compete with standard chemical products in dietary
supplements, which is set to remain the largest category in 2020, accounting for nearly half of
sales. However, this category is expected to be the main reason for the slight slowdown in
growth in herbal/traditional products in 2020. Although demand is set to remain solid, and
combination herbal/traditional dietary supplements is expected to perform well, some
consumers have been turning away from dietary supplements that they consider to be less
essential, such as ginkgo biloba and other herbal/traditional dietary supplements. This is due to
consumers’ caution when spending due to lower incomes during the COVID-19 crisis.
Herbal/traditional digestive remedies is the only other category within herbal/traditional
products which is expected to see a slowdown in growth in 2020. This can partly be attributed to
the sharp decline in demand for motion sickness remedies and paediatric motion sickness
remedies due to the decline in travel as a result of PSSB measures. The decline expected in the
large diarrhoeal remedies category is also expected to contribute to the slower growth rate, as
consumers are cooking at home more due to restrictions on movement, leading to less
consumption at street stalls and therefore fewer hygiene issues.
Antangin and Tolak Angin maintain strong positions due to belief in their
efficacy
The Antangin brand from Deltomed Laboratories is expected to continue to lead
herbal/traditional products in value terms in 2020, followed closely by Sido Muncul’s Tolak
Angin. Both brands are the leaders in the same category, herbal/traditional cough, cold and
allergy (hay fever) remedies, as consumers look to herbal formulae to effectively alleviate colds,
coughs, fevers, nausea and fatigue. Indonesians consider Antangin and Tolak Angin as their
first OTC resources when symptoms arise, and the efficacy of their herbal formulae is also
notable amongst consumers overseas. Another reason that these brands are popular is that
both brands use compact and ready-to-go packaging. Although these companies are expected
to extend their value shares due to huge consumer demand in 2020, they have also faced some
problems due to production capacity limitations and supply chain issues.
Direct selling brands K-Link, and Sun Chlorella from Citra Nusa Insan Cemerlang are
expected to remain two of the leading brands in herbal/traditional dietary supplements, although
this category is expected to remain highly fragmented in 2020. They both promote their high-
quality natural ingredients and reliable manufacturing processes. People tend to have greater
trust in direct selling brands, as they are often sold to consumers by people they know, In
addition, direct selling brands are often more expensive. Consumers recognise that products
made with natural ingredients will be more expensive than chemical-based products due to the
scarcity of the ingredients and more difficult production process. This is why people trust direct
selling brands more than local standard products, which tend to be cheap.
Return to higher growth as consumer habits return to normal after

COVID-19
Herbal/traditional products is expected to return to stronger current value growth in 2021 and
for the rest of the forecast period. As the worst of the COVID-19 pandemic passes, it is
expected that consumers’ incomes will start to rise again along with the recovery of the
economy, contributing to a return to growth in some of the underperforming categories of
herbal/traditional dietary supplements. In addition, as consumers return to their normal patterns
of behaviour they will travel again and eat outside of the home, boosting the growth of
herbal/traditional digestive remedies once again.
Herbal/traditional products have a particularly strong opportunity to compete with standard
chemical products in cough, cold and allergy (hay fever) remedies and vitamins and dietary
supplements, which are expected to see double-digit current value CAGRs in the forecast
period, despite already accounting for the highest sales within herbal/traditional products.
Opportunities are available, although lack of instant relief will hamper

growth
Over the forecast period the demand for natural/herbal ingredients is expected to continue to
increase as consumers are increasingly concerned about maintaining good health and trying to
reduce levels of toxicity in the body. There is increasing concern to consume natural ingredients
due to increasingly healthy lifestyles and contemporary health-related trends such as raw food
diets, which are leading consumers to believe more in the power of herbal products. Due to the
country’s abundant natural resources and the long tradition of use of natural products,
Indonesians naturally prefer and rely on herbal healthcare remedies, such as ginger to relieve
colds.
However, growth could be hampered by the fact that herbal/traditional products are typically
unable to provide instant relief. Moreover, some Indonesians associate herbal/traditional
products with jamu and a poor taste, and they may prefer non-herbal or combination products
as they live more urban lives. Although herbal products still have huge opportunities for growth,
marketing and brand positioning may become a major challenge for herbal brands, especially
those that have been in the market for a long time.
Spicy food and Ramadan to maintain growth for herbal/traditional

digestive remedies
Spicy food has traditionally been part of the Indonesian diet, and this will continue be a
significant cause of digestive problems such as diarrhoea in the forecast period, which is
expected to maintain the growth of herbal/traditional digestive remedies. Another factor
expected to continue to drive the growth of digestive remedies in the forecast period is the
annual increase in demand for antacids during the Ramadan fasting month. Sales of
herbal/traditional digestive remedies increase during this time because Indonesians prefer
natural/herbal healthcare products in general, and because manufacturers respond by
continuing to add value to their digestive remedies, such as antacids with mint or ginger
essence.
CATEGORY DATA
Table 79 Sales of Herbal/Traditional Products by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Herbal/Traditional 780.7 867.4 950.8 1,029.8 1,114.2 1,226.9

Topical Analgesics
Herbal/Traditional 9.8 10.5 11.3 12.1 12.9 13.9
Sleep Aids
Herbal/Traditional 713.1 792.2 872.5 956.8 1,045.0 1,111.5
Digestive Remedies
Herbal/Traditional - - - - - -
Dermatologicals
Paediatric Dietary
Supplements
Dietary Supplements
Herbal/Traditional Tonics 195.0 205.3 215.0 224.7 234.7 247.0
Products
Table 80 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Herbal/Traditional Topical Analgesics 10.1 9.5 57.1

Herbal/Traditional Sleep Aids 7.6 7.4 42.6
Herbal/Traditional Cough, Cold and 11.5 12.1 76.9
Herbal/Traditional Digestive Remedies 6.4 9.3 55.9
Herbal/Traditional Dermatologicals - - -
Herbal/Traditional Paediatric Dietary - - -
Supplements
Herbal/Traditional Tonics 5.3 4.8 26.6
Table 81 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

Sido Muncul PT 13.3 12.1 11.2 11.0 11.8
Artois Pharmaceutical 1.0 1.9 2.3 2.2 1.9
Ind Co Ltd PT
Eagle Indo 1.6 1.5 1.4 1.4 1.3
Pharmaceutical PT
Lofthouse of Fleetwood 1.1 1.1 1.0 1.0 1.0

Ltd
Mecosin Indonesia PT 1.2 1.1 1.1 1.0 1.0
Citra Nusa Insan 0.9 0.9 0.8 0.8 0.7
Cemerlang PT
Matolindo Primantara PT 0.7 0.7 0.6 0.5 0.6
Ricola AG 0.6 0.6 0.5 0.5 0.5
Elken Int Indonesia PT 0.7 0.7 0.6 0.6 0.5
Bintang Kupu-Kupu PT 0.6 0.5 0.5 0.4 0.4
Sea Quill Co 0.2 0.2 0.2 0.2 0.2
Henson Farma PT 0.1 0.1 0.1 0.1 0.1
Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1 0.1
Korea Ginseng Corp 0.1 0.0 0.1 0.1 0.1
Sinde Budi Sentosa PT 0.1 0.1 0.1 0.1 0.1
Others 58.3 58.9 59.6 60.6 60.3
Total 100.0 100.0 100.0 100.0 100.0
Table 82 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
% retail value rsp


Balpirik Artois Pharmaceutical 1.9 2.3 2.2 1.9
Ind Co Ltd PT
Laxing Soho Industri Pharmasi PT 1.4 1.4 1.4 1.1
Fisherman's Friend Lofthouse of Fleetwood Ltd 1.1 1.0 1.0 1.0
Laserin Mecosin Indonesia PT 1.1 1.1 1.0 1.0
Geliga Eagle Indo 0.8 0.8 0.8 0.8
Pharmaceutical PT
Kuku Bima Ginseng Sido Muncul PT 0.7 0.7 0.7 0.7
International Sdn
Bhd)
OB Herbal Deltomed Laboratories PT 0.7 0.7 0.6 0.7
Sun Chlorella (Sun Citra Nusa Insan 0.9 0.8 0.8 0.7
Chlorella Corp) Cemerlang PT
Lang (Borden Co Eagle Indo 0.7 0.6 0.6 0.6
(Pte) Ltd) Pharmaceutical PT
Matol Matolindo Primantara PT 0.7 0.6 0.5 0.6
Ricola Ricola AG 0.6 0.5 0.5 0.5
Elken (Elken Sdn Bhd) Elken Int Indonesia PT 0.7 0.6 0.6 0.5
Kupu Kupu Bintang Kupu-Kupu PT 0.5 0.5 0.4 0.4
Nature's Blessing Sido Muncul PT 0.2 0.2 0.2 0.2
Sea-Quill Sea Quill Co 0.2 0.2 0.2 0.2
Milton Henson Farma PT 0.1 0.1 0.1 0.1
Garlicia Jamu Iboe Jaya PT 0.1 0.1 0.1 0.1
Cheong-Kwan-Jang Korea Ginseng Corp 0.0 0.1 0.1 0.1
(KT&G Corp)
Kaki Tiga (Wen Ken Sinde Budi Sentosa PT 0.1 0.1 0.1 0.1
Drug Co (Pte) Ltd)
Others Others 59.0 59.7 60.7 60.4
Total Total 100.0 100.0 100.0 100.0

Table 83 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025

Topical Analgesics
Herbal/Traditional 13.9 14.5 15.0 15.6 16.2 16.9
Sleep Aids
Digestive Remedies
Dermatologicals
Paediatric Dietary
Supplements
Dietary Supplements
Herbal/Traditional Tonics 247.0 251.5 256.3 261.5 267.0 272.8
Products
trade sources
Table 84 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth

2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Herbal/Traditional Topical Analgesics 5.2 4.7 25.9

Herbal/Traditional Sleep Aids 4.0 3.9 21.1
Herbal/Traditional Cough, Cold and 8.1 7.9 46.3
Herbal/Traditional Digestive Remedies 3.5 3.8 20.4
Herbal/Traditional Dermatologicals - - -
Herbal/Traditional Paediatric Dietary - - -
Supplements
Herbal/Traditional Tonics 1.8 2.0 10.5
trade sources
PAEDIATRIC CONSUMER HEALTH IN

KEY DATA FINDINGS
▪ Much higher growth seen for paediatric consumer health in 2020, as COVID-19 leads to
panic-buying and the desire to boost children’s immunity
▪ Paediatric consumer health sees 15% retail current value growth in 2020, to reach IDR7.3
trillion
▪ Paediatric vitamins and dietary supplements sees the fastest current value growth of 17% in
2020, to reach IDR4.8 trillion
▪ Soho Industri Pharmasi maintains its lead in paediatric consumer health in 2020, rising to an
▪ In the forecast period paediatric consumer health is expected to see a retail current value
CAGR of 13% (9% constant value CAGR at 2020 prices), to reach IDR13.7 trillion in 2025
2020 IMPACT
Strong variations in performance prompted by COVID-19

Paediatric consumer health is expected to see higher current value growth than in any other
year of the review period in 2020. Panic-buying due to the fear of lockdown and shortages early
in the COVID-19 pandemic led parents to hoard paediatric consumer health products in the first
half of the year, particularly paediatric vitamins, nappy (diaper) rash treatments and cough/cold
remedies. These categories are therefore expected to see double-digit current value growth
rates in 2020, although paediatric vitamin and dietary supplements have sold out in different
channels at times. Schools are expected to remain closed until 2021 due to COVID-19, and
children will have to continue to study from home. For this reason, growth is expected to
continue for dietary supplements that promote concentration and focus in the second half of the
year, since some parents are concerned that their children are struggling to stay focused and
concentrate during online learning. Meanwhile, vitamins and dietary supplements that claim to
boost immunity are also expected to continue to perform well in the second half of the year as
parents try to protect their children in the face of COVID-19.
At the other end of the spectrum, a huge decline is expected to be seen by paediatric motion
sickness remedies during the pandemic. Consumers were forbidden from travelling abroad, or
even domestically at some points of the year. due to movement restrictions as a result of
COVID-19, which is expected to lead to a steep decline in sales of motion sickness remedies
and therefore also paediatric digestive remedies. In particular, Mudik (consumers returning to
their home towns for Eid Al Fitr) and the school holidays were spent under large-scale social
restrictions.
A switch away from drugstores/parapharmacies and traditional grocery

retailers
Online healthcare start-up applications have become a preferred resource for parents seeking
help and advice during emergencies. Parents tend to panic more when something harms or has
the potential to harm their children than they do when something happens to themselves.
Therefore, healthcare start-up applications that can allow parents to quickly consult with a
doctor online and buy medicines that can be rapidly delivered at any time of day have become a
real solution, leading to strong growth for e-commerce in paediatric consumer health. The share
of e-commerce is also expected to continue to increase in the forecast period, as consumers
realise the benefits of shopping online and can take advantage of fast home delivery via
shipping methods such as Go-Send by GO-JEK. Increasing numbers of paediatric consumer
health products in Indonesia are also available via e-commerce sites such as Shopee, Lazada,
Tokopedia and k24klik.com.
Like most other consumer health categories, chemists/pharmacies and modern grocery
retailers are also expected to increase their shares of distribution in paediatric consumer health
in 2020. This is because sales through other channels, such as drugstores/parapharmacies and
traditional grocery retailers, are expected to decrease significantly. Shopping centres have had
to close at different times of the year in different regions according to the level of COVID-19
infections. As many drugstores/parapharmacies are located in shopping centres, this is
expected to lead to a strong decline in share for this channel. Meanwhile, the sales of traditional
grocery retailers are expected to decline since the virus has made consumers far more
conscious of hygiene, and they consider that the level of hygiene in supermarkets,
hypermarkets or convenience stores is higher. They also like to purchase all their groceries in
one place, and in larger outlets where they can socially distance.
Curcuma Plus from Soho Industri Pharmasi maintains its lead due to A
strong image
Local brands are expected to continue to dominate paediatric consumer health in value terms
in 2020. Soho Industri Pharmasi is set to extend its lead, and remain the only player to hold a
double-digit value share. Its long-standing presence and strong distribution contribute strongly to
its popularity. Soho will become a public company during 2020, and it is expected that more
aggressive marketing actions will be taken by this company in the future, which could contribute
to increasing its share further.
Soho’s Curcuma Plus is expected to maintain its lead in paediatric vitamins and dietary
supplements in 2020, on the strength of its strong brand image and long-standing presence as
the pioneer of paediatric multivitamins that use curcuma as the key ingredient. Parents
increasingly purchase this product to supplement their children’s diet, in view of the increasing
trend of “picky eating” amongst children. The company is expected to engage in aggressive
marketing not only for its Curcuma Plus brand in the forecast period, but also for its Fitkom and
Imboost Kids brands of vitamins and dietary supplements.
Paediatric consumers health set to maintain A dynamic growth rate

Despite the strong increase in the current value growth rate expected in 2020, paediatric
consumer health is not expected to see much of a slowdown in its growth rate in 2021, with only
a very gradual slowdown in the growth rates expected over the course of the forecast period.
Indeed, the CAGR in the forecast period overall is expected to be higher than that seen in the
review period. Nevertheless, after the expectation of a strong sales decline in 2020, paediatric
digestive remedies is expected to see a return to growth in 2021 and for the rest of the forecast
period. As COVID-19 restrictions are eased, consumers will be able to travel again, and will
need to purchase paediatric motion sickness remedies once again. Due to the inability to travel
either internationally or domestically for a large part of the year, there is likely to be pent-up
demand for travel. Most other categories are expected to see similar or just slightly slower
current value growth rates in 2021 than in 2020.
Paediatric vitamins and dietary supplements set to drive growth from A

high base
The growth rate of paediatric vitamins and dietary supplements is expected to remain high
over the forecast period, as protecting children’s immune systems becomes a permanent habit
as parents will become more cautious with their children’s health. Paediatric vitamins and
dietary supplements posted the highest growth within paediatric consumer health in the review
period, and this is expected to continue in the forecast period, although due to the lasting impact
of COVID-19, growth is expected to be stronger than ever, despite already being by far the
largest category within paediatric consumer health. In addition to the pandemic, growth is
expected to be supported by sales of multivitamins offered in gummy or jelly formats, which
appeal to children. Brands such as Fitkom, Sakatonik, Cerebrofot, Wellness, Vidoran and
Scoot’s launched gummy products towards the end of the review period, and they were very
well-received.
Environmental problems set to maintain growth for paediatric

cough/cold remedies
Paediatric cough/cold remedies is expected to remain the second-biggest category within
paediatric consumer health in the forecast period. It is forecast to maintain a similar double-digit
current value CAGR to that seen in the review period. Although the unstable weather in the
country due to global warming is leading all Indonesians to suffer from colds and coughs more
often, this is particularly the case with children, because their immune system is not as strong as
that of adults. These conditions are expected to worsen, especially in big cities, as the high
pollution rate is another factor, which will therefore maintain strong demand for paediatric
cough/cold remedies over the forecast period.
CATEGORY DATA
Table 85 Sales of Paediatric Consumer Health by Category: Value 2015-2020
IDR billion
2015 2016 2017 2018 2019 2020
Paediatric Analgesics 564.0 609.7 654.9 701.0 748.3 805.6

- Paediatric 274.3 294.2 314.8 336.4 361.3 389.5
Acetaminophen
- Paediatric Aspirin 10.7 8.6 6.8 5.2 4.1 2.9
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 279.0 307.0 333.4 359.3 382.9 413.1
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 919.4 1,016.6 1,119.7 1,232.5 1,363.1 1,526.7
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold 919.4 1,016.6 1,119.7 1,232.5 1,363.1 1,526.7
Remedies

Remedies
Remedies
Indigestion and
Heartburn Remedies
Sickness Remedies
Dermatologicals
Treatments
Paediatric Vitamins and 2,623.2 2,928.0 3,270.5 3,654.0 4,100.1 4,797.2
Dietary Supplements
Health
Table 86 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020

2019/20 2015-20 CAGR 2015/20 Total
Paediatric Analgesics 7.6 7.4 42.8

- Paediatric Acetaminophen 7.8 7.3 42.0
- Paediatric Aspirin -29.3 -23.0 -72.9
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 7.9 8.2 48.1
- Paediatric Naproxen - - -
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 12.0 10.7 66.1
Paediatric Digestive Remedies -18.4 1.0 5.1
Remedies
- Paediatric Motion Sickness Remedies -18.4 1.0 5.1
Paediatric Vitamins and Dietary 17.0 12.8 82.9
Supplements
Table 87 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-
2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Paediatric Dietary - 31.6 31.7 31.7 31.8 29.1

Supplements
Paediatric Vitamins - 68.4 68.3 68.3 68.2 70.9
Total - 100.0 100.0 100.0 100.0 100.0
Table 88 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020

GSK Consumer Healthcare - - - 5.9 6.1
Bernofarm PT 7.7 7.1 6.5 6.0 6.1
Combiphar PT 6.2 6.2 6.0 5.7 5.5
Laboratories PT
Dexa Medica PT 3.2 3.1 3.1 3.0 3.2
Saka Farma PT 2.3 2.3 2.2 2.1 2.1
Indonesia Tbk PT
Sanbe Farma PT 1.2 1.2 1.2 1.2 1.2
Johnson & Johnson 1.3 1.3 1.2 1.1 1.1
Indonesia PT
Merck Tbk PT 0.8 0.8 0.7 0.7 0.8
Inc PT
Laboratories PT
Indonesia PT
Nufarindo 0.1 0.1 0.1 0.0 0.1
Pharmaceutical
Laboratories PT
Supra Ferbindo Farma PT 0.0 0.0 0.0 0.0 0.0
Indonesia PT
Darya-Varia Laboratoria - - - - -
Tbk PT
Others 24.6 25.4 26.0 28.5 27.7
Total 100.0 100.0 100.0 100.0 100.0
Table 89 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
% retail value rsp

Curcuma Soho Industri Pharmasi PT 14.5 15.1 14.9 15.7

Biolysin Bernofarm PT 7.1 6.5 6.0 6.1
Scott's Emulsion GSK Consumer Healthcare - - 5.0 5.3
Proris Pharos Indonesia PT 5.6 5.5 5.3 5.0
Cerebrofort Kalbe Farma Tbk PT 4.4 4.4 4.1 4.2
Termorex Konimex Pharmaceutical 3.1 3.1 3.1 3.2
Laboratories PT
Stimuno Dexa Medica PT 3.1 3.1 3.0 3.2
Vidoran Tempo Scan Pacific Tbk PT 2.8 2.7 2.6 2.7
Igastrum Pharos Indonesia PT 2.8 2.6 2.4 2.3
Sakatonik (Kalbe Saka Farma PT 2.3 2.2 2.1 2.1
Farma Tbk PT)
Tempra (Taisho Taisho Pharmaceutical 1.9 1.8 1.7 1.6
Holdings Co Ltd)
Sanmol Sanbe Farma PT 1.2 1.2 1.2 1.2
Fitkom Soho Industri Pharmasi PT 0.7 0.8 0.9 1.1
Daktarin (Johnson & Johnson & Johnson 1.1 1.0 1.0 1.0
Combi Kid Combiphar PT 1.3 1.1 1.0 0.9
Imboost Kids Soho Industri Pharmasi PT - 0.5 0.7 0.8
Bepanthen (Bayer AG) Bayer Indonesia PT 0.8 0.8 0.8 0.8
Becombion (Procter Merck Tbk PT - 0.7 0.7 0.8
& Gamble Co, The)
Enterprises Inc)
Corp)
Prolacta with DHA Novell Pharmaceutical 0.6 0.5 0.5 0.4
Laboratories PT
Biogesic (United Medifarma Laboratories 0.4 0.4 0.4 0.4
Decolsin (United Medifarma Laboratories 0.4 0.4 0.4 0.3
Pedialyte (Abbott Abbott Indonesia PT 0.4 0.4 0.4 0.3
Laboratories Inc)
Antimo (Rajawali Phapros (Persero) Tbk PT 0.5 0.5 0.4 0.3
Nusantara Indonesia
(Persero) PT)
Anakonidin Konimex Pharmaceutical 0.3 0.2 0.2 0.2
Laboratories PT
Scott's Emulsion Sterling Products 4.7 4.9 - -
Gamble Co, The)
Becombion (Merck Merck Tbk PT 0.8 - - -

KGaA)
Others Others 26.1 26.6 29.0 28.1
Total Total 100.0 100.0 100.0 100.0
Table 90 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
IDR billion
2020 2021 2022 2023 2024 2025
Paediatric Analgesics 805.6 835.8 864.4 892.5 921.8 952.3

- Paediatric 389.5 406.1 423.0 441.6 462.0 483.9
Acetaminophen
- Paediatric Aspirin 2.9 2.2 1.7 1.4 1.1 0.9
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 413.1 427.5 439.6 449.6 458.7 467.5
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 1,526.7 1,637.4 1,745.1 1,856.5 1,971.1 2,090.3
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold 1,526.7 1,637.4 1,745.1 1,856.5 1,971.1 2,090.3
Remedies
Remedies
Remedies
Indigestion and
Heartburn Remedies
Sickness Remedies
Dermatologicals
Treatments
Paediatric Vitamins and 4,797.2 5,359.5 5,938.0 6,559.4 7,236.3 7,964.9
Dietary Supplements
Health
trade sources
Table 91 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth

2020-2025

2020/2021 2020-25 CAGR 2020/25 Total
Paediatric Analgesics 3.8 3.4 18.2
- Paediatric Acetaminophen 4.2 4.4 24.2

- Paediatric Aspirin -24.3 -20.3 -67.8
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 3.5 2.5 13.2
- Paediatric Naproxen - - -
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 7.2 6.5 36.9
Paediatric Digestive Remedies 3.1 3.4 18.4
Remedies
- Paediatric Motion Sickness Remedies 3.1 3.4 18.4
Paediatric Vitamins and Dietary 11.7 10.7 66.0
Supplements
trade sources

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Consumer Health in Indonesia

LIST OF CONTENTS AND TABLES

Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020 .................. 19

2020 IMPACT ............................................................................................................................. 36

Table 43 NBO Company Shares of Eye Care: % Value 2016-2020.......................... 51

RECOVERY AND OPPORTUNITIES ........................................................................................ 65

Table 75 NBO Company Shares of Weight Management and Wellbeing: %

Table 89 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-

CONSUMER HEALTH IN INDONESIA -

COVID-19 impact on consumer health

COVID-19 country impact

What next for consumer health?

Pharmaceuticals, 50,333.5 54,516.6 62,450.6 71,987.8 79,646.3 80,304.3

Table 2 Life Expectancy at Birth 2015-2020

Males 68.7 68.9 69.2 69.4 69.6 69.8

OTC 18,402.9 19,985.6 21,671.8 23,429.4 25,431.8 26,960.4

Vitamins and Dietary 17,933.8 19,502.9 21,210.5 23,053.3 25,132.4 28,447.0

Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020

% current value growth

OTC 6.0 7.9 46.5

Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020

% retail value rsp

Kalbe Farma Tbk PT 7.6 7.8 7.9 7.7 7.6

Medifarma Laboratories 1.8 1.8 1.7 1.7 1.7

Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020

% retail value rsp

Herbalife Nutrition Herbalife Indonesia PT - 3.5 3.8 3.4

Natur-E (Darya- Darya-Varia Laboratoria 1.4 1.5 1.5 1.2

Table 7 Distribution of Consumer Health by Format: % Value 2015-2020

% retail value rsp

Store-Based Retailing 86.8 86.5 86.4 86.3 86.3 82.9

Table 8 Distribution of Consumer Health by Format and Category: % Value 2020

% retail value rsp

Store-Based Retailing 95.1 95.1 76.4 48.0 85.8 95.1

-- Health and Beauty 57.8 50.1 38.4 30.7 48.9 62.4

Store-Based Retailing 82.7

- Direct Selling 12.0

Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025

OTC 26,960.4 28,125.1 29,367.4 30,687.5 32,115.2 33,652.9

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

% constant value growth

OTC 4.3 4.5 24.8

OTC registration and classification

▪ In 2020, the Indonesian pharmaceuticals industry continued to use a three-tier system:

Vitamins and dietary supplements registration and classification

▪ Name and address of manufacturer or importer

Self-medication/self-care and preventive medicine

▪ Switching or “delisting” is not common in Indonesia, where there is no official government

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

Summary 1 Research Sources

Trade Associations Association of the European Self-Medication

Indonesian Pharmaceutical Industry

Trade Press Bisnis Indonesia

Informasi Spesialite Obat (ISO)

Source: Euromonitor International

Systemic analgesics sees higher growth due to COVID-19