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Health and Wellness in Indonesia
January 2021
COVID-19 impact on health and wellness
Health and wellness packaged food recorded value sales growth in 2020. The shift towards home cooking as consumers were at home more due to COVID-19 resulted in an increase in retail sales of overall packaged food, and HW packaged food benefited further from increased health consciousness in the year as more Indonesian consumers were aware of the importance of maintaining a healthy diet during the pandemic.
COVID-19 country impact
Due to the emergence of COVID-19 in China, Indonesia banned all flights from and to mainland China starting from 5 February. It was subsequently confirmed that the COVID-19 crisis had spread to Indonesia on 2 March 2020, when two locals tested positive for the virus, having been infected by a Japanese national.
Company response
The competitive environment in health and wellness in Indonesia features a diverse range of major international players from the packaged food and beverages industries and some of the most important local food and beverage companies. Local brands generally offer mainly traditional Indonesian products that are not necessarily considered to be health and wellness references, whilst international players offer products which are explicitly marketed as being health and wellness items and are also more likely to carry higher unit prices.
Retailing shift
One of the major issues holding back the development of Indonesia’s health and wellness industry is that most of these products are available only in a limited number of supermarkets, health food shops, food specialists and a limited range of other retail outlets. In the vast majority of traditional grocery retailers outlets throughout the country, the presence of health and wellness products is very low and limited to a handful of traditional products categorised as naturally healthy.
Foodservice vs retail split
Some increase in retail sales was seen in 2020 mainly due to the increase in home cooking during the year as consumers were at home more to prevent the spread of COVID-19. However, in general, many HW products sales are originally in retail rather than foodservice for HW beverages.
What next for health and wellness?
The recovery period for health and wellness beverages is expected to be longer as they are not perceived to be essential products, for instance BFY carbonates, FF energy drinks and FF sports drinks. An exception would be some fortified, immunity-boosting products - for instance, products containing vitamin C - which will benefit from their positive image during the COVID-19 pandemic.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Better For You Beverages
Better For You Packaged Food
Fortified/Functional Beverages
Fortified/Functional Packaged Food
Free From
Naturally Healthy Beverages
Naturally Healthy Packaged Food
Organic Beverages
Organic Packaged Food
If you're in the Health and Wellness industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Health and Wellness in Indonesia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Health and Wellness in Indonesia?
What are the key health and wellness concerns driving sales in Health and Wellness?
Is Health and Wellness a dynamic niche or mainstream concern in Indonesia?
Which are the leading brands in Health and Wellness in Indonesia?
How are products distributed in Health and Wellness in Indonesia?
How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
Where is future growth expected to be most dynamic?
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 2015-2020Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020Table 3 Sales of Health and Wellness by Category: Value 2015-2020Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025Table 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 2015-2020Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025Table 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 2015-2020Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025Table 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 2015-2020Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020Table 37 Distribution of NH Beverages by Format: % Value 2015-2020Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025Table 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 2015-2020Table 41 Sales of Organic Beverages by Category: % Value Growth 2015-2020Table 42 NBO Company Shares of Organic Beverages: % Value 2016-2020Table 43 LBN Brand Shares of Organic Beverages: % Value 2017-2020Table 44 Distribution of Organic Beverages by Format: % Value 2015-2020Table 45 Forecast Sales of Organic Beverages by Category: Value 2020-2025Table 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 2015-2020Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020Table 49 NBO Company Shares of BFY Packaged Food: % Value 2016-2020Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020Table 51 Distribution of BFY Packaged Food by Format: % Value 2015-2020Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025Table 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 2015-2020Table 55 Sales of Free From by Category: % Value Growth 2015-2020Table 56 NBO Company Shares of Free From: % Value 2016-2020Table 57 LBN Brand Shares of Free From: % Value 2017-2020Table 58 Distribution of Free From by Format: % Value 2015-2020Table 59 Forecast Sales of Free From by Category: Value 2020-2025Table 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 2015-2020Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020Table 64 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020Table 66 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020Table 67 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020Table 68 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020Table 69 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020Table 70 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020Table 71 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025Table 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 2015-2020Table 76 Sales of NH Packaged Food by Category: % Value Growth 2015-2020Table 77 NBO Company Shares of NH Packaged Food: % Value 2016-2020Table 78 LBN Brand Shares of NH Packaged Food: % Value 2017-2020Table 79 Distribution of NH Packaged Food by Format: % Value 2015-2020Table 80 Forecast Sales of NH Packaged Food by Category: Value 2020-2025Table 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 2015-2020Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020Table 84 NBO Company Shares of Organic Packaged Food: % Value 2016-2020Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020Table 86 Distribution of Organic Packaged Food by Format: % Value 2015-2020Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
The following categories and subcategories are included: