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Customer Service Hotline:400-666-1917 Page 1 of 23
Consumer Health in Indonesia
Customer Service Hotline:400-666-1917 Page 2 of 23
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
中文价格 印刷版0元
电子版0元
中文印刷版+电子版0 元
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
Customer Service Hotline:400-666-1917 Page 3 of 23
§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.
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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
Customer Service Hotline:400-666-1917 Page 5 of 23
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
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· 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
COMPETITIVE POSITIONING
· Summary 8 Kalbe Farma Tbk PT: Competitive Position 2010
Sido Muncul PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
· Summary 10 Sido Muncul PT: Competitive Position 2010
Soho Industri Pharmasi PT in Consumer Health (Indonesia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
· 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
COMPETITIVE POSITIONING
· 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
Customer Service Hotline:400-666-1917 Page 7 of 23
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
Customer Service Hotline:400-666-1917 Page 8 of 23
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
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 9 of 23
etail value sales of just Rp6 billion in 2010.
SWITCHES
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 10 of 23
COMPETITIVE LANDSCAPE
· 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.
Customer Service Hotline:400-666-1917 Page 11 of 23
SWITCHES
COMPETITIVE LANDSCAPE
· 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
COMPETITIVE LANDSCAPE
· Due to a lack of demand, no major consumer health manufacturers in Indonesia produce ear care rem
Customer Service Hotline:400-666-1917 Page 12 of 23
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
COMPETITIVE LANDSCAPE
· 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
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· 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.
COMPETITIVE LANDSCAPE
· 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
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· 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
COMPETITIVE LANDSCAPE
· 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
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· 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
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 16 of 23
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.
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 17 of 23
· 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
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 18 of 23
· 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.
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 19 of 23
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.
COMPETITIVE LANDSCAPE
· 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
Customer Service Hotline:400-666-1917 Page 20 of 23
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中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务
解决方案。
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