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Consumer Health in Indonesia


一、调研说明

中商情报网全新发布的《Consumer Health in Indonesia

》主要依据国家统计局、国家发改委、商务部、中国海关、国务院发展研究中心、行业协会、

工商、税务、海关、国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料，

结合深入的市场调研资料，由中商情报网的资深专家和研究人员的分析。首先，报告对本行业

的特征及国内外市场环境进行描述，其次，对本行业的上下游产业链，市场供需状况及竞争格

局等进行了细致的详尽剖析，接着报告中列出数家该行业的重点企业，并分析相关经营财务数

据。最后，对该行业未来的发展前景，投资风险及投资策略给出科学的建议。本报告是行业生

产、贸易、经销等企业在激烈的市场竞争中洞察市场先机，根据市场需求及时调整经营策略，

为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学

的决策依据。

报告名称 Consumer Health in Indonesia

出版日期 May/2011

报告格式 PDF电子版或纸介版

交付方式 Email发送或EMS快递

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订购热线 400-666-1917

二、报告目录

【About this report】：

This market report provides market trend and market growth analysis of the Consumer Health industry

in Indonesia. With this market report, you’ll be able to explore in detail the changing shape and poten

tial of the industry. You will now be able to plan and build strategy on real industry data and projectio

ns.

The Consumer Health in Indonesia market research report includes:

§Analysis of key supply-side and demand trends

§Detailed segmentation of international and local products

§Historic volumes and values, company and brand market shares

§Five year forecasts of market trends and market growth


§Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

§What is the market size of Consumer Health in Indonesia?

§What are the major brands in Indonesia?

§What are the main trends in OTC Healthcare?

Why buy this report?

§Gain competitive intelligence about market leaders

§Track key industry trends, opportunities and threats

§Inform your marketing, brand, strategy and market development, sales and supply functions

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Decline in value growth as key areas increase in maturity

Although consumer health current retail value growth declined in 2010, sales continued to increase at

a healthy rate. The decline in growth was mainly driven by increasing maturity within vitamins and di

etary supplements, analgesics, and cough, cold and allergy (hay fever) remedies – areas that recorded

strong growth earlier in the review period. In addition, the fact that price increases in 2010 were lower

than in 2009 due to increasing competition and declining raw material costs due to the more stable U

SD/Rupiah exchange rate also resulted in a slowing in current retail value growth in 2010.

Intensified competition from non-consumer healthcare products

Producers engaged in aggressive price discounting in 2010 and a wide range of non-

consumer healthcare products such as beauty and personal care, packaged food, and non-

alcoholic drinks were introduced. For example, medicated skin care players are facing increased comp

etition from beauty and personal care, with medicated shampoos competing with anti-

dandruff shampoos and acne treatments competing with anti-

acne skin care products. Laxatives and probiotic supplements also saw strong competition from packa

ged food products, including yoghurts that claim to treat constipation. Meanwhile, sales of vitamin C,

calcium supplements, and ginseng supplements were negatively impacted by the marketing campaigns

for non-alcoholic drinks such as You C 1000 (a juice drink that contains vitamin C), calcium-

fortified powder milks such as Anlene, and ginseng-fortified coffee such as CNI Ginseng Coffee.


Domestic companies continue to lead sales

Consumer health in Indonesia remained fragmented in 2010, with numerous domestic and multination

al brands competing within the area. However, domestic companies continued to extend their leadersh

ip in value share terms. For example, prominent local players such as Kalbe Farma and Tempo Scan P

acific have a strong presence in the three largest consumer health areas: analgesics; cough, cold and all

ergy (hay fever) remedies; and vitamins and dietary supplements. These companies employ various str

ategies to strengthen their dominance such as heavy investment in new product launches, aggressive p

romotions through above-the-line and below-the-

line activities, and more extensive distribution networks.

Rapid development of modern retailers contributes to overall growth

The major distribution trend within consumer health in Indonesia in 2010 was the increase in sales sha

re of grocery outlets, especially supermarkets and hypermarkets, convenience stores, and chemists and

pharmacies. This increase was largely due to the growing number of modern grocery outlets and phar

macies such as Carrefour, Hypermart, Super Indo, Alfamart, Indomaret and Guardian operating in bot

h first and second tier cities in Indonesia. Besides providing manufacturers with more space to market

their consumer health products, the rapid expansion of these modern grocery outlets and pharmacies is

also providing consumers with better access to a wider range of affordably priced products.

Respectable projected forecast period growth

Consumer health is expected to perform respectably over the forecast period. Continued demand for c

onsumer health products can be attributed to their relatively cheap price and proven effectiveness. In a

ddition, the potential for growth within consumer health remains high as the geographical penetration

of consumer health products within retail stores remains limited when considering the vast size of Ind

onesia.

【Table of Contents】：

Consumer Health in Indonesia - Industry Overview

EXECUTIVE SUMMARY

Decline in value growth as key areas increase in maturity

Intensified competition from non-consumer healthcare products

Domestic companies continue to lead sales

Rapid development of modern retailers contributes to overall growth


Respectable projected forecast period growth

KEY TRENDS AND DEVELOPMENTS

Modest increase in consumer health prices

Increased competition from non-consumer healthcare products

Interest in herbal and traditional products increases

More convenient and affordable packaging formats give competitive edge

Leading players investing heavily in below-the-line event promotions

MARKET INDICATORS

· Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010

· Table 2 Life Expectancy at Birth 2005-2010

MARKET DATA

· Table 3 Sales of Consumer Health by Category: Value 2005-2010

· Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010

· Table 5 Consumer Health Company Shares by Value 2006-2010

· Table 6 Consumer Health Brand Shares by Value 2007-2010

· Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010

· Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010

· Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015

· Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015

APPENDIX

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and preventative medicine

Switches

DEFINITIONS

· Summary 1 Research Sources

Consumer Health in Indonesia - Company Profiles

Citra Nusa Insan Cemerlang PT in Consumer Health (Indonesia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 4 Citra Nusa Insan Cemerlang PT: Production Statistics 2010

COMPETITIVE POSITIONING


· Summary 5 Citra Nusa Insan Cemerlang PT: Competitive Position 2010

Kalbe Farma Tbk PT in Consumer Health (Indonesia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 8 Kalbe Farma Tbk PT: Competitive Position 2010

Sido Muncul PT in Consumer Health (Indonesia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 10 Sido Muncul PT: Competitive Position 2010

Soho Industri Pharmasi PT in Consumer Health (Indonesia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 13 Soho Industri Pharmasi PT: Competitive Position 2010

Tempo Scan Pacific Tbk PT in Consumer Health (Indonesia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 16 Tempo Scan Pacific Tbk PT: Production Statistics 2010


· Summary 17 Tempo Scan Pacific Tbk PT: Competitive Position 2010

Adult Mouth Care in Indonesia - Category Analysis

HEADLINES

TRENDS

· Demand for adult mouth care in Indonesia remains seasonal, with sales usually peaking during Rama


dan when the majority of Indonesians do not eat or drink during daylight hours for a period of one mo

nth and the incidence of mouth ulcers and inflammation problems rises. Demand for adult mouth care

products is mainly limited to middle-

upper income adults living in urban areas due to high prices and limited penetration.

SWITCHES

COMPETITIVE LANDSCAPE

· Standard brand Betadine led sales in 2010, recording a retail value share of 44%. Standard products a

re preferred by the majority of consumers due to the fact that they are perceived as being more effectiv

e than herbal products at curing mouth ulcers and sore throats. However, towards the end of the revie

w period the popularity of herbal brands such as Enkasari and Tantum Verde Oral Rinse increased. Th

e rising sales share of these herbal brands resulted in a decline in the retail value share of Betadine tow

ards the end of the review period.

PROSPECTS

· Adult mouth care has a projected forecast period constant retail value CAGR of 4%, with growth rat

es expected to decline gradually over the coming years. In addition to having a small consumer base, a

dult mouth care will continue to face direct competition from other products with similar functionality

over the coming years. In addition, companies will remain reluctant to advertise their adult mouth care

products frequently in the mass media due to limited demand. Companies that do decide to advertise t

heir brands will likely only do so during times of peak demand such as the fasting month of Ramadan.

CATEGORY DATA

· Table 11 Sales of Adult Mouth Care: Value 2005-2010

· Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010

· Table 13 Adult Mouth Care Company Shares by Value 2006-2010

· Table 14 Adult Mouth Care Brand Shares by Value 2007-2010

· Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015

· Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015

Analgesics in Indonesia - Category Analysis

HEADLINES

TRENDS

· The number of consumers switching to products that are perceived as being safer and as having fewe

r side effects continued to increase within systemic analgesics during 2010. According to trade sources

, an increasing number of consumers are switching from adult aspirin, which has the potential to cause

stomach bleeding, to either acetaminophen or combination products. Similarly, there was a shift away


from child-specific aspirin towards child-specific ibuprofen. In addition to stomach bleeding, child-

specific aspirin also has the potential to cause Reye’s syndrome in children. Meanwhile, trade sources

indicated that a number of consumers shifted from systemic analgesics to topical analgesics as the latt

er area is perceived as having fewer side effects than the former.

SWITCHES


· In 2010, three domestic adult analgesics brands (Paramex, Bodrex, and Puyer No 16) continued to do

minate analgesics value sales, recording a combined retail value share of 35%. Despite increasing com

petition from other brands such as the foreign produced Panadol, these products remain the most popu

lar and well-

known amongst consumers of all income levels. In addition, regular advertising from producers also h

elps to ensure that these products continue to dominate sales.

PROSPECTS

· Analgesics approached maturity towards the end of the review period as the majority of Indonesians

are now already aware of the availability of such products. However, as a result of increasing geograp

hical penetration and the continued economic recovery, analgesics sales will continue to increase over

the coming years with the area having a projected forecast period constant retail value CAGR of 5%.

CATEGORY DATA

· Table 17 Sales of Analgesics by Category: Value 2005-2010

· Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010

· Table 19 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2005-2010

· Table 20 Analgesics Company Shares by Value 2006-2010

· Table 21 Analgesics Brand Shares by Value 2007-2010

· Table 22 Forecast Sales of Analgesics by Category: Value 2010-2015

· Table 23 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015

Calming and Sleeping in Indonesia - Category Analysis

HEADLINES

TRENDS

· Demand for calming and sleeping products is mostly limited to adult consumers living in urban areas

. Parents usually prohibit their children from taking calming and sleeping products while the majority

of consumers in rural areas are not aware of the existence of such products. Moreover, many consume

rs are concerned about possible side effects such as addiction. Furthermore, consumers often treat inso

mnia less seriously than other common ailments such as headaches, colds, coughs and stomach aches.

As a result, calming and sleeping is the smallest consumer health area in Indonesia, recording current r


etail value sales of just Rp6 billion in 2010.

SWITCHES


· Lelap, which is produced by leading local consumer health company Soho Industri Pharmasi, increas

ed its retail value share within calming and sleeping from 73% in 2009 to 74% in 2010, mainly due to

heavy investment in promotion, especially celebrity endorsed television and magazine adverts. Indeed,

Lelap was the only calming and sleeping product that was advertised on television over the review pe

riod and consumer awareness of the brand is consequently higher than that of other brands.

PROSPECTS

· Demand for calming and sleeping products will remain limited to adult consumers living in urban ar

eas over the forecast period. Parents usually prohibit their children from taking such products while th

e majority of consumers in rural areas may not be aware of the existence of calming and sleeping prod

ucts. A number of urban consumers with severe insomnia problems will continue to prefer to see a doc

tor in order to obtain prescription medicines which are perceived as being more effective than their her

bal counterparts.

CATEGORY DATA

· Table 24 Sales of Calming and Sleeping: Value 2005-2010

· Table 25 Sales of Calming and Sleeping: % Value Growth 2005-2010

· Table 26 Calming and Sleeping Company Shares by Value 2006-2010

· Table 27 Calming and Sleeping Brand Shares by Value 2007-2010

· Table 28 Forecast Sales of Calming and Sleeping: Value 2010-2015

· Table 29 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015

Cough, Cold and Allergy (Hay Fever) Remedies in Indonesia - Category Analysis

HEADLINES

TRENDS

· Combination products continued to increase in popularity during 2010 as such products are perceive

d as being more convenient and economical due to their multi-

functionality. Several combination product brands designed to cure both colds and coughs were introd

uced in the middle of the review period including OBH Combi Batuk Pilek, Paramex Flu & Batuk, Bo

drex Flu & Batuk, and Sanaflu plus Batuk. These brands continued to perform healthily during 2010,

with sales largely being fuelled by promotions and extensive distribution coverage. In 2010, the leadin

g player in consumer health, Kalbe Farma, introduced Mextril BDF (Batuk Demam Flu -

Coughs, Fever and Colds) combination products.

SWITCHES



· Prior to 2010, Kalbe Farma was the leading player within cough, cold and allergy remedies. Howeve

r, towards the end of the review period the company’s sales share was gradually eroded by smaller pla

yers and Sido Muncul became the leading producer in the area due to the growing popularity of its fla

gship Tolak Angin brand.

PROSPECTS

· In the short term, combination products that treat both colds and coughs and products with triple (col

d, cough, and fever) functionality are expected to continue to increase in popularity. The majority of b

rands entering this area already enjoy a high level of awareness amongst consumers. In addition, these

brands were heavily advertised during 2010 and will be more aggressively promoted going into the fo

recast period.

CATEGORY DATA

· Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010

· Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 20

05-2010

· Table 32 Sales of Decongestants by Category: Value 2005-2010

· Table 33 Sales of Decongestants by Category: % Value Growth 2005-2010

· Table 34 Sales of Child-

specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010

· Table 35 Sales of Child-

specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010

· Table 36 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2006-2010

· Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2007-2010

· Table 38 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 201

0-2015

· Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value G

rowth 2010-2015

Digestive Remedies in Indonesia - Category Analysis

HEADLINES

TRENDS

· Child-

specific diarrhoeal remedies were introduced in Indonesia in 2010 with the launch of Entrostop Herbal

Anak. The new brand from Kalbe Farma has been promoted via television advertisements since mid-

2010. However, it should be noted that sales of such products remain negligible.


SWITCHES


· Local consumer health giant, Kalbe Farma, continued to dominate digestive remedies in 2010, record

ing a retail value share of 41%. The company has two digestive remedies brands, Promag and Neo Ent

rostop, with the former being the undisputed leader within antacids and the latter being the leading bra

nd within diarrhoeal remedies. Both brands were advertised via the mass media throughout 2010 and t

heir availability in both modern and traditional retail outlets has ensured their positive performance.

PROSPECTS

· Digestive remedies constant retail value growth will remain positive over the forecast period, with sa

les expected to be fuelled by rising demand from urban consumers. Due to higher living standards in a

nd around cities, urbanisation is expected to continue throughout the forecast period. However, the hu

ge supply of labour and limited job opportunities will continue to result in fierce competition and high

levels of stress amongst the population. In addition, the increasingly hectic pace of modern life and wo

rk pressures may lead to changes in dietary patterns, with more consumers skipping meals or consumi

ng fast food – a development that could result in an increase in the number of people suffering from in

digestion problems. Growth within antacids, digestive enzymes, laxatives, and diarrhoeal remedies is t

herefore predicted to stay at a healthy level over the coming years.

CATEGORY DATA

· Table 40 Sales of Digestive Remedies by Category: Value 2005-2010

· Table 41 Sales of Digestive Remedies by Category: % Value Growth 2005-2010

· Table 42 Digestive Remedies Company Shares by Value 2006-2010

· Table 43 Digestive Remedies Brand Shares by Value 2007-2010

· Table 44 Forecast Sales of Digestive Remedies by Category: Value 2010-2015

· Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015

Ear Care in Indonesia - Category Analysis

HEADLINES

TRENDS

· OTC ear care sales remained negligible in Indonesia throughout the review period for several reason

s. Firstly, the incidence of ear problems is generally a lot lower than that of eye problems. In addition,

when suffering from an ear problem, most Indonesians prefer to seek professional medical treatment a

nd to get prescribed ear care products as opposed to self-medicating the ailment.

SWITCHES


· Due to a lack of demand, no major consumer health manufacturers in Indonesia produce ear care rem


edies and only Medikon Prima Laboratories’ Vital brand is currently available in retail outlets. The fac

t that this brand was not advertised in the mass media over the review period means that consumer aw

areness of such products remains limited.

PROSPECTS

· Given the lack of development in this niche area and the fact that no deregulation is expected within

prescription ear care medication in the foreseeable future, sales of ear care products are expected to re

main negligible over the forecast period. The only ear care producer in Indonesia, Medikon Prima Lab

oratories, is also unlikely to make attempts to promote its products via mass media given limited dema

nd.

Eye Care in Indonesia - Category Analysis

HEADLINES

TRENDS

· Standard eye care products still dominate eye care sales in Indonesia as the availability of allergy eye

care products remains extremely limited, mainly due to the rare occurrence of eye conditions caused b

y allergies and the fact that most consumers prefer to consult a doctor when actually suffering from su

ch a condition. The two most common types of eye problems in Indonesia are red and dry eye and pro

ducts that address these problems are all classified under standard eye care. Given negligible allergy e

ye care sales, the performance of eye care was driven solely by standard eye care products over the rev

iew period.

SWITCHES


· Three standard eye care brands (Insto, Visine and Rohto) dominate eye care sales thanks to strong ad

vertising via television and magazines. These brands remained the most aggressively advertised eye ca

re brands in Indonesia throughout 2010 and accounted for a combined retail value share of 81% durin

g the year. Insto, Visine and Rohto are popular amongst middle and upper income urban consumers w

ho typically perceive brands from prominent companies as being of higher quality than brands from s

maller players.

PROSPECTS

· Eye care growth over the forecast period will continue to be driven by increasing demand amongst ur

ban consumers due to rising pollution in large cities and the growing number of computer users.

CATEGORY DATA

· Table 46 Sales of Eye Care by Category: Value 2005-2010

· Table 47 Sales of Eye Care by Category: % Value Growth 2005-2010

· Table 48 Standard Eye Care by Type: % Value Breakdown 2007-2010


· Table 49 Eye Care Company Shares by Value 2006-2010

· Table 50 Eye Care Brand Shares by Value 2007-2010

· Table 51 Forecast Sales of Eye Care by Category: Value 2010-2015

· Table 52 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015

Herbal/Traditional Products in Indonesia - Category Analysis

HEADLINES

TRENDS

· According to trade sources, more pharmaceutical companies in Indonesia focused on herbal and tradi

tional products in 2010. While this trend presented a challenge for local Jamu companies such as Sido

Muncul, Jamu Borobudur, and Air Mancur, it helped to boost the performance of herbal and traditiona

l products as a whole in 2010. Pharmaceutical companies expanding their presence in herbal and tradit

ional products included Soho Industri Pharmasi, Dexa Medica, and Kalbe Farma.


· Herbal and traditional cough, cold and allergy remedies Tolak Angin and Antangin continued to lead

herbal and traditional products sales in 2010, recording respective retail value shares of 11% and 9%.

Both brands are designed to treat masuk angin (the period before a cold actually takes hold) and are m

ore popular than some standard combination products. Towards 2010, Tolak Angin and Antangin man

aged to distinguish themselves from competitors via television, radio and magazine promotional effort

s.

PROSPECTS

· Competition amongst herbal and traditional products will become more intense over the forecast peri

od, with pharmaceutical companies such as Soho Industri Pharmasi and Kalbe Farma and local Jamu c

ompanies such as Sido Muncul expected to increase their focus on the area. This development will res

ult in increased price competition and could also pose a threat to manufacturers of standard products,

with consumers expected to gradually shift from standard to herbal and traditional products over the fo

recast period. Nevertheless, the old image of Jamu products could limit growth within herbal and tradi

tional products over the coming years, with young consumers in Indonesia becoming increasingly bra

nd and image conscious.

CATEGORY DATA

· Table 53 Sales of Herbal/Traditional Products: Value 2005-2010

· Table 54 Sales of Herbal/Traditional Products: % Value Growth 2005-2010

· Table 55 Herbal/Traditional Products Company Shares 2006-2010

· Table 56 Herbal/Traditional Products Brand Shares 2007-2010

· Table 57 Forecast Sales of Herbal/Traditional Products: Value 2010-2015


· Table 58 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015

Medicated Skin Care in Indonesia - Category Analysis

HEADLINES

TRENDS

· The majority of low income Indonesian consumers continue to perceive medicated skin care product

s as being less of a necessity than other OTC products such as analgesics or cough and cold remedies.

As these consumers find the price of medicated skin care products too expensive, they generally leave

the initial symptoms of skin problems untreated. In fact, many low income consumers have little awar

eness of the availability of medicated skin care products such as treatments for hair loss, haemorrhoids

or emollients, and therapeutic moisturisers that can treat their conditions in the first place. As a result,

the majority of medicated skin care sales continue to be made by middle-upper income consumers.

SWITCHES


· Multinational company Johnson & Johnson continued to lead sales within medicated skin care in 201

0, recording a retail value share of 18%. The bulk of the company’s sales within medicated skin care c

ome from its Daktarin topical antifungal brand. Despite having a higher price tag than most of its com

petitors, Daktarin is perceived as being more effective than other brands and the fact that most consum

ers in this area come from middle and higher income groups means that price is less of an issue than in

other areas. In addition, Daktarin was regularly advertised on television and within magazines with its

catchy slogan “daag jamur”, which means “goodbye to fungi”. Furthermore, Johnson & Johnson’s ext

ensive distribution network also helped to boost Daktarin’s sales share as the product can be found in

most modern retail outlets. Daktarin was the leading medicated skin care brand in 2010, recording a re

tail value share of 14%.

PROSPECTS

· Middle and upper income urban consumers will continue to account for the majority of medicated sk

in care sales over the forecast period. The fact that sales amongst lower income consumers remain limi

ted means that there is still signficiant scope for further growth in this area, especially when considerin

g the fact that skin problems are quite common in Indonesia. As a result, medicated skin care sales wil

l continue to increase over the forecast period.

CATEGORY DATA

· Table 59 Sales of Medicated Skin Care by Category: Value 2005-2010

· Table 60 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010

· Table 61 Acne Treatments by Format: % Value Breakdown 2005-2010

· Table 62 Medicated Skin Care Company Shares by Value 2006-2010


· Table 63 Medicated Skin Care Brand Shares by Value 2007-2010

· Table 64 Acne Treatments Brand Shares by Value 2007-2010

· Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015

· Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015

NRT Smoking Cessation Aids in Indonesia - Category Analysis

HEADLINES

TRENDS

· Indonesia has the fifth largest population of regular smokers in the world and smoking has become a

n ingrained cultural practice amongst millions of Indonesian men. In addition, many men in Indonesia

also smoke occasionally when they feel stressed or as a result of peer pressure. Indonesia has a thrivin

g tobacco industry and smokers from all income groups prefer local cigarettes due to their affordable p

rices. Even declining disposable incomes do not stop lower income consumers from smoking, with the

majority of people simply switching to cheaper cigarettes.

SWITCHES


· NRT products, dominated by NRT patches, were only available with a prescription at a very high pri

ce in Indonesia until 2010. By the end of the review period, only one NRT patch brand (Nicotinell TT

S by Novartis Biochemie), was available in the country. In addition, the brand was only available via

prescription and retailed at a very high price. Nicotinell TTS comes in a skin patch format and reduces

the desire for cigarettes by releasing nicotine into the bloodstream. In addition, the brand is free from

tar and carbon monoxide – two harmful ingredients found within cigarettes.

PROSPECTS

· Sales of smoking cessation aids will remain negligible over the forecast period due to exorbitant pric

es and the lack of consumers actually looking to quit smoking. Given the prevalence of smoking in In

donesia, the anti-

smoking campaign which was launched in the middle of the review period is unlikely to have a signifi

cant impact over the coming years. Indeed, even when looking to quit smoking, most consumers are m

ore likely to try cheaper alternatives to expensive smoking cessation aids. A number of techniques for

stopping smoking are available, ranging from traditional Jamu products to confectionery and food pro

ducts.

Sports Nutrition in Indonesia - Category Analysis

HEADLINES

TRENDS

· According to trade sources, the number of gyms and fitness centres being opened in Indonesia contin


ues to increase due to rising health and appearance awareness amongst male consumers. Chained gym

s and fitness centres such as Celebrity Fitness, Fitness First, and Gold’s Gym continue to open branch

es in shopping malls in Jakarta, Surabaya, and Bandung. Meanwhile, a growing number of independen

t gyms and fitness centres opened in many first and second tier cities in Indonesia in 2010. Given the f

act that gyms and fitness centres are the main distribution channel for sports nutrition products, their r

apid development helped to boost sales of sports nutrition products in 2010. Another factor stimulatin

g growth in 2010 was the emergence of fitness magazines such as Men’s Health, Muscle, and REPS w

hich target men and feature advertisements for many sports nutrition brands.


· Due to their exorbitant prices, imported products continued to dominate sports nutrition value sales i

n 2010. The lack of growth potential within sports nutrition continues to deter the entry of domestic m

anufacturers which prefer to concentrate on areas with better growth prospects such as vitamins and di

etary supplements. Two imported brands – Twinlab and Ultimate – led sports nutrition sales in 2010, r

ecording a combined retail value share of 35%. These imported products are typically sold in modern

chemist and pharmacy chains such as Guardian and Century Healthcare as well as in various gyms an

d fitness centres.

PROSPECTS

· A growing number of gyms and fitness centres are expected to be established in various first and sec

ond tier cities in Indonesia over the forecast period. Gyms, especially chained players, are also likely t

o continue to intensify their recruitment efforts over the coming years. Chained gyms will continue to

target upper-income, health-

conscious, consumers residing in major cities such as Jakarta and Surabaya by adopting various marke

ting strategies such as offering trial sessions for members’ friends, discounted membership fees, and l

ucky-

draw prizes for new members. In the long term, chained gyms such as Celebrity Fitness, Fitness First,

and Gold’s Gym may be established in other main cities such as Semarang, Medan and Makassar.

CATEGORY DATA

· Summary 18 Sports Nutrition, category rankings 2010

· Table 67 Sales of Sports Nutrition: Value 2005-2010

· Table 68 Sales of Sports Nutrition: % Value Growth 2005-2010

· Table 69 Sports Nutrition By Format: % Value Breakdown 2007-2010

· Table 70 Sports Nutrition Company Shares 2006-2010

· Table 71 Sports Nutrition Brand Shares 2007-2010

· Table 72 Forecast Sales of Sports Nutrition: Value 2010-2015


· Table 73 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015

Vitamins and Dietary Supplements in Indonesia - Category Analysis

HEADLINES

TRENDS

· Vitamins and dietary supplements continued to record healthy double-

digit current retail value growth in 2010, with sales being boosted by the increasing popularity of prev

entive medicine, especially amongst middle and upper income consumers. In addition, increased cover

age of vitamins and dietary supplements in the mass media via articles and advertisements as well as n

ew product launches also helped to boost sales during 2010.

VITAMINS

DIETARY SUPPLEMENTS


· Multinational company Bayer managed to extend its lead within vitamins and dietary supplements in

2010, increasing its retail value share to 10%. The company offers a wide portfolio and most of its bra

nds lead sales within their respective areas. Brands produced by the company include: Redoxon Doubl

e Action, Calcium D Redoxon, CDR Fortos, Supradyn, Berocca, Redoxon Fortimun, and Tonikum Ba

yer. Demand for these brands is mainly limited to middle and upper income consumers who still have

strong purchasing power despite the economic downturn. The fact these brands are well respected and

available throughout Indonesia continues to drive Bayer’s sales.

PROSPECTS

· Demand for vitamins and dietary supplements over the review period was mainly limited to middle a

nd upper income urban consumers as many lower income and rural consumers still perceive such prod

ucts as being unnecessary. As a result, there is still major potential for growth within the area. As long

as the economy performs well in the long term, demand for preventive medicinal products is expected

to increase throughout Indonesia over the coming years.

CATEGORY DATA

· Summary 19 Dietary Supplements: Brand Ranking by Positioning 2010

· Table 74 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010

· Table 75 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010

· Table 76 Dietary Supplements by Positioning 2005-2010

· Table 77 Vitamins and Dietary Supplements Company Shares by Value 2006-2010

· Table 78 Vitamins and Dietary Supplements Brand Shares by Value 2007-2010

· Table 79 Vitamins Brand Shares by Value 2007-2010

· Table 80 Dietary Supplements Brand Shares by Value 2007-2010


· Table 81 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015

· Table 82 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-

2015

Weight Management in Indonesia - Category Analysis

HEADLINES

TRENDS

· In 2010, weight management sales were mainly fuelled by increasing consumer health and appearanc

e awareness and growing knowledge of the fact that obesity is associated with various ailments such a

s heart disease and diabetes. In addition, the fact that the number of women in the workforce is increas

ing is also fuelling consumer image and appearance awareness. These factors explain the respectable d

ouble-digit current retail value growth recorded within weight management in 2010.


· Local company Sari Sehat led weight management sales in 2010, recording a retail value share of 9

% thanks to the popularity of its Merit weight loss supplements brand. Merit is widely distributed both

in modern and traditional retail outlets across the country and the brand also benefited from the popul

arity of Merit Gold which is mainly targeted towards middle and upper income consumers.

PROSPECTS

· Due to the increasingly hectic pace of modern urban life, a growing number of consumers are eating

convenient junk food which has a high fat and calorie content and have little time for exercise. As a re

sult, obesity rates are expected to continue to increase over the coming years, especially amongst midd

le and upper income urban consumers. At the same time, consumer health and appearance awareness i

s also expected to continue growing over the forecast period, with an increasing number of consumers

expected to be exposed to various health-

related issues in health magazines and tabloids. In addition, the fact that a growing number of gyms an

d fitness centres are being opened in first and second tier cities in the country should also help to furth

er boost consumer health awareness over the coming years.

CATEGORY DATA

· Table 83 Sales of Weight Management: Value 2005-2010

· Table 84 Sales of Weight Management: % Value Growth 2005-2010

· Table 85 Weight Management Company Shares 2006-2010

· Table 86 Weight Management Brand Shares 2007-2010

· Table 87 Forecast Sales of Weight Management: Value 2010-2015

· Table 88 Forecast Sales of Weight Management: % Value Growth 2010-2015

Wound Care in Indonesia - Category Analysis


HEADLINES

TRENDS

· Wound care was dominated by sticking plasters throughout the review period, with other wound care

sales remaining negligible. Unlike sticking plasters, other wound care products such as bandages, gau

ze, and surgical tape are uncommon in Indonesian homes. Other wound care products are mainly only

used during emergencies (eg severe cuts) or post-

operations when people need to change their bandages. However, it should be noted that many consu

mers who have a severe cut opt to go to hospital where bandages, gauzes, and surgical tapes are provi

ded. Similarly, consumers who need to change their bandages after surgery usually buy their products

from hospitals. It should be noted that hospital sales are not included in Euromonitor International con

sumer health data.


· Beiersdorf’s Hansaplast brand dominated sticking plasters over the review period, recording a retail

value share of 76%. Hansaplast’s success can be attributed to its long presence in the country, active

marketing campaigns, and regular advertising on television and radio as well as in health, family, and

women’s magazines. In addition, Hansaplast has a very high level of availability as the brand can be f

ound not only in chemists and pharmacies and supermarkets but also in toko kelontongans and warung

s where the brand is sold per strip. Although Hansaplast continues to dominate sales in the area, the br

and’s sales share was eroded by smaller brands in 2010, especially Amanplast from local player Abac

us Jaya.

PROSPECTS

· Wound care has a projected forecast period constant retail value CAGR of 1%. The fact that sticking

plasters, which already have a high level of penetration, will continue to dominate wound care sales o

ver the coming years means that wound care will continue to become increasingly mature. However, n

ew innovations could help wound care to continue to record positive growth over the coming years. In

addition, lower inflation will also help to boost consumer expenditure on less essential products such

as other wound care products.

CATEGORY DATA

· Table 89 Sales of Wound Care by Category: Value 2005-2010

· Table 90 Sales of Wound Care by Category: % Value Growth 2005-2010

· Table 91 Wound Care Company Shares by Value 2006-2010

· Table 92 Wound Care Brand Shares by Value 2007-2010

· Table 93 Forecast Sales of Wound Care by Category: Value 2010-2015

· Table 94 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015


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