Health and Wellness in Indonesia

Health and Wellness in Indonesia

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Reduced retail opening hours due to COVID-19 negatively impacts sales in 2020

Reduced sugar soft drinks continue to dominate

BFY carbonates remains small, with limited availability of Coke Zero

RECOVERY AND OPPORTUNITIES

Limited growth with low product availability and promotion

Growth hampered by lack of consumer awareness and preference for sweet beverages

Competition from fortified beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Indonesia

KEY DATA FINDINGS

2020 IMPACT

FF other hot drinks and FF juice drinks record growth, appealing to consumers wishing to boost their immune systems during COVID-19

FF energy and sports drinks impacted by consumers staying at home in 2020

FF other hot drinks dominates sales due to popularity of malt-based hot drinks

RECOVERY AND OPPORTUNITIES

Low consumer awareness and higher prices may constrain growth

Traditional grocery retailers to remain important

Limited product innovation as consumers continue to prefer traditional products

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020
Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Tea benefits from consumers being at home more due to COVID-19

Format shift and limited distribution impact sales of NH soft drinks

Gunung Subur PT underlines its leading position in NH hot drinks

RECOVERY AND OPPORTUNITIES

Limited availability and high prices should limit future growth

Modern retailers will continue to lead distribution

Demand for NH green tea with increased awareness of its health benefits

CATEGORY DATA

Table 33 Sales of NH Beverages by Category: Value 2015-2020
Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 37 Distribution of NH Beverages by Format: % Value 2015-2020
Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Organic coffee benefits from loyal consumer base and e-commerce growth

Limited product range remains a barrier to growth

Kampung Kearifan Indonesia PT leads

RECOVERY AND OPPORTUNITIES

Consumer education of the benefits of organic beverages to drive growth

Future growth supported by a wider range of products

E-commerce sales and marketing growth

CATEGORY DATA

Table 40 Sales of Organic Beverages by Category: Value 2015-2020
Table 41 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 42 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 43 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 44 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 45 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 46 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Shift to home cooking and increased health consciousness support growth in 2020

Staying at home and prioritisation of staple products impacts confectionery sales

Kraft benefits from being a reputable and well-known brand with national coverage

RECOVERY AND OPPORTUNITIES

Increased health awareness to support sales despite economic slowdown

Limited consumer base presents barriers to growth

Change in BFY reduced sugar packaged food market with the use of stevia

CATEGORY DATA

Table 47 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 51 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 53 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Shift online and increased product knowledge benefit sales in 2020

Free from lactose milk formula affected by more mothers at home during COVID-19

Polarisation in free from dairy milk

RECOVERY AND OPPORTUNITIES

Chilled meat substitutes sales supported by e-commerce growth

Sales are limited as consumers remain unaware of wider range of free from products

Artisanal products remain important for sales at a time of increasing demand

CATEGORY DATA

Table 54 Sales of Free From by Category: Value 2015-2020
Table 55 Sales of Free From by Category: % Value Growth 2015-2020
Table 56 NBO Company Shares of Free From: % Value 2016-2020
Table 57 LBN Brand Shares of Free From: % Value 2017-2020
Table 58 Distribution of Free From by Format: % Value 2015-2020
Table 59 Forecast Sales of Free From by Category: Value 2020-2025
Table 60 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Indonesia

KEY DATA FINDINGS

2020 IMPACT

More cooking at home due to COVID-19 boosts sales

Few product shortages due to COVID-19

Immune-boosting FF yoghurt popular

RECOVERY AND OPPORTUNITIES

Prioritisation of essential products post COVID-19 to slow growth of FF milk formula

Essential nature and new regulation benefit future sales of edible oil

Increasing knowledge of the benefits of probiotics to benefit FF yoghurt

CATEGORY DATA

Table 61 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 64 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 66 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
Table 67 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020
Table 68 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 69 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 70 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 71 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Indonesia

KEY DATA FINDINGS

2020 IMPACT

Anti-inflammatory and immune-boosting honey records the highest growth

Social distancing due to COVID-19 benefits NH olive oil and cereal bars

Availability and affordability ensure success

RECOVERY AND OPPORTUNITIES

Increased health concerns support future growth

Increasing availability of NH olive oil

NH sour milk to lag behind due to its maturity

CATEGORY DATA

Table 75 Sales of NH Packaged Food by Category: Value 2015-2020
Table 76 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 78 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 79 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 80 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Indonesia

KEY DATA FINDINGS

2020 IMPACT

High prices and limited distribution restrict category development

Opportunities through availability in more channels

Leading Javara active with offline and online marketing

RECOVERY AND OPPORTUNITIES

Increased health consciousness and new brands ensure future growth

Potential in organic powder milk formula

Sayurbox’s expansion into organic packaged food to boost sales

CATEGORY DATA

Table 82 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 84 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 86 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

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