This document discusses functional foods and drinks in Indonesia. It provides an overview of key health issues in Indonesia like obesity and non-communicable diseases. It also analyzes the market for probiotic drinks, finding that Yakult dominates the market due to its effective marketing strategies like the "Yakult Lady" program. The document also examines the sales and growth of Soyjoy snack bars. It identifies opportunities in the growing functional foods market in Indonesia but also challenges like effective branding and educating consumers.

1. What’s Up With
Functional Foods/Drinks
In Indonesia
R E S E A R C H
Research Specialist

2. INDONESIAN CONSUMER HEALTH PROFILE
MARKET UPDATE
INDUSTRY UPDATE
CHALLENGE AND OPPORTUNITY
WE WILL SHARE TO YOU ABOUT
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2
3
4
Research Specialist

3. Research Specialist
INDONESIAN CONSUMER
HEALTH PROFILE

4. BAD SERVICES NEW DISEASES MEDICINE DISTRIBUTIONPOOR NUTRITION
TOP “CLASSIC PROBLEM”
HEALTH ISSUES IN INDONESIA
TODAYS PHENOMENON Research Specialist

5. HEALTH PROBLEMS
TOP 3 CITY WITH OBESITY PROBLEM
in Indonesia
Jakarta
Maluku
Sumatera Selatan
Insight :
Health problem mentioned above majority happens
in lower class that have bad access for health.
Epidemiological Transition and
Silent Killer in Indonesia
(in the last 2 decades)
Hypertension
Diabetes mellitus
Cancer
The lungs problem
Heart disease
Neutral tube defect
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2
3
Research Specialist

6. 258 + Million of Indonesian
EduCational Background Income from Main Job
48,4%
<1 Mil
17,4%
1-1,5 Mil
11,2%
1,5-2 Mil
12,1%
2-3 MIL
7,6%
3-5 MIL
2,7%
5-10 MIL
0,6%
>10 MIL
(BPS and MARS Indonesia)
Indeks Kedalaman Kemiskinan (2013-2014)
1.75 – 1.89
Indeks Keparahan Kemiskinan (2013-2014)
0.43 – 0.48
(BPS and MARS Indonesia)
47,8%
SD
19,9%
SMP
23,1%
SMA
0,6%
d1/d2
1,5%
d3
6,7%
d4/s1
0,4%
s1/s2
Research Specialist

7. INDONESIAN BEHAVIOR
HOW INDONESIAN TAKE CARE OF THEIR SELF WHILE SICK?
Berobat Jalan
- RS Pemerintah
- RS Swasta
- Praktek Dokter / poliklinik
- Puskesmas
- Praktek tenaga kesehatan
- Pengobatan tradisional
- Dukun Bersalin
59,9% 2,4%48,1%
MENGOBATI SENDIRI RAWAT INAP
Research Specialist

8. Research Specialist
MARKET UPDATE

9. TREND CONSUMPTION OF HERBAL MEDICINE IN INDONESIA
2006
2
4
6
8
10
12
14
16
18
20
2007 2008 2012 2014 2015
(Billion IDR)
“ BACK TO NATURE ”
25%MEDICINE
ALL OVER
THE WORLD IS
HERBAL(open source)
Research Specialist

10. Research Specialist
INDUSTRY UPDATE

11. Functional food is a fresh or processed food that can provide benefits on
health and/or to prevent a disease.
The natural functional food
fruits and vegetables
Traditional functional food
(tempe and curd).
Modern functional food
(probiotic drinks, drinks prebiotik, oats cereal, snack bars, etc)
OUR PERSPECTIVE ABOUT FUNCTIONAL FOOD
Research Specialist
1
2
3

12. Research Specialist
Market Share
Market Player
Consumption Trend
Number of Sales
Key Factor
Probiotic DrinkS

13. Research Specialist
MARKET SIZE PROBIOTIC DRINKS
IN INDONESIA
45% 46,9% 47,9%
2013 2014 2015

14. Research Specialist
BRAND
YAKULT 96.82% 97.44% 97.70%
VITACHARM 2.64 % 2.51% 1.83%
VITAMILK 0.32% - 0.40 %
MARKET SHARE IN INDONESIA
2013 2014 2015

15. Research Specialist
CONSUMPTION TREND IN ASIA
2008
0,2
0
0,4
0,6
0,8
1
1,2
1,4
1,6
1,8
2009 2010 2011 2012 2013
(Liter/person/year)
2014 2015
Filipina
INDONESIA
JEPANG
MALAYSIA
SINGAPURA
THAILAND
VIETNAM
COUNTRY
FILIPINA 0,26 0,31 0,33
INDONESIA 0,10 0,11 0,14
JEPANG 1,57 1,58 1,61
2013 2014 20152010 2011 20122008 2009
MALAYSIA
SINGAPURA
THAILAND
VIETNAM
0,30 0,32 0,37
0,18 0,22 0,26
1,62 1,61 1,65
0,38 0,44
0,30 0,35
1,67 1,65
0,09 0,12 0,14
0,78 0,77 0,85
0,68 0,67 0,78
0,13 0,16 0,18
0,87 0,87 0,94
0,88 0,76 0,77
0,19 0,21
0,97 1,00
0,73 0,72
0,00 0,00 0,01 0,01 0,02 0,03 0,04 0,05
8,10
20,02
0,70
12,77
3,72
1,17
192,12
CONSUMPTION VOLUME (LITER/PERSON/YEAR) AVERAGE
GROWTH (%)

16. Research Specialist
WHAT DOES IT MEAN?
The growth in the average consumption of Yakult in Indonesia is the
second-largest after Vietnam.
This indicates that Indonesians are starting to realize the importance of a
functional food/drink for health.

17. Key Factor to be a Leader in Industry
INTEGRATED SCIENCE AND ART
“UPSTREAM TO DOWNSTREAM”
Research
Analysis
Insight Education
Process
Consumer
Behavior
Integrated
Marketing
Startegy
Product
Quality
Channel
Distribution
Regulation
Competitor
Government
X
Z
Customer
Services
A
B
Research Specialist

18. CUSTOMER PREFERENCES
7 attributes :
Khasiat/manfaat kesehatan
Rasa
Kebersihan produk
Izin dari pihak terkait
Kejelasan tanggal kedaluwarsa
Komposisi (mengandung pengawet atau tidak)
Kehalalan produk
77,84% 73,30%CUSTOMER SATISFACTION INDEX
YAKULT VITACHARM
Importance Performance Analysis,
the main attributes that effective for customer purchasing decisions is TASTE.
Research Specialist

19. SALES of YAKULT and VITACHARM
Research Specialist
Marketing Strategy from YAKULT CAMPAIGN
“cintai ususmu minum yakult tiap hari”.
92 % Customer Aware with YAKULT ADS
(*) Perhitungan nilai iklan di TV, Koran, Majalah dan Radio
BRAND
2012 16.471.780.000 1.138.821.783.000
2013 10.763.280.000 1.375.196.636.000
2014 12.794.796.000 1.704.566.924.892
SALES VOLUME (LITER)SALES NUMBER (Rp)YEAR ADS VALUE* (Rp)
2015
2012
2013
2014
53.452.425
65.101.400
75.356.875
25.307.776.000 2.052.996.510.484
- 69.522.343.817
47.500.000 35.502.519.314
90.724.400
3.476.117
1.775.126
280.800.000 38.807.564.912 1.940.378
- 33.986.827.431 1.699.3412015
YAKULT
VITACHARM

20. YAKULT LADY STRATEGY
to increasing a number of sales in all segment throughout Indonesia
Supply Chain Management and Distribution Channel is the key of
YAKULT became a winner and key player of probiotic drinks along
this way.
Marketing Strategy of Yakult is the process of their business to
educate their customer and change customer habits.
Research Specialist

21. Research Specialist
SOYJOY
Modern functional foods - Future brand of Snackbars

22. Research Specialist
SALES NUMBER of SOYJOY
2008
10
0
20
30
40
50
60
70
80
90
2009 2010 2011 2012 2013
(Billion IDR)
2014 2015 2016
YEARS
2007 4,6
2008 25,8
2009 24,0
SALES (BILION IDR)
2010
2011
2012
2013
34,7
40,2
48,2
56,2
64,2
72,2
2014
2015

23. Research Specialist
CHALLENGE AND OPPORTUNITY
Functional Foods/Drinks Industry

24. Research Specialist
BONAKID 3
FRISIAN FLAG
Mama
BEBEMAMA
FRISO
QUAKER
FRISO GOLD 3
FRISO GOLD 4
NUSAMIL ASIH
S-26 PROCAL GOLD
YEARS
1998
BRAND YEARS BRANDBRAND YEARS
INDUSTRY PLAYER OF FUNCTIONAL FOODS AND DRINKS
LACTAMIL
1990 ANMUM MATERNA
ANMUM MATERNA
NUTRI4
YAKULT
2004
2006 NESTLE DANCOW
BATITA
2009 SOYJOY
ANMUM ESSENTIAL 3-
NUELIPID
ANMUM ESSENTIAL 3
ANMUM ESSENTIAL 4
LOVAMIL
2011
2012
FITBAR
2013 BEBELAC COMPLETE
S-26 PROMISE GOLD
VITALAC 1+
VITALAC 3+
MORINAGA CHIL KID PLATINUM
MORINAGA CHIL SCHOOL PLATINUM
S-26 Nutrisure GOLD
VIDORAN XMART
VIDORAN XMART NUTRIPLEX
2014
SGM EKSPLOR 1+
SGM EKSPLOR 1+ PRESINUTRI +
SGM EKSPLOR 3+ PRESINUTRI+
SGM EKSPLOR 5+ PRESINUTRI+
SGM EKSPLOR PRESINUTRI 1+
SGM EKSPLOR PRESINUTRI 3
2015

25. CHALLENGE
BRANDING / NAMING of the products IS A BIG THING IN BUSINESS.
How to deliver value added of functional foods/drinks into “acceptable”
products in the market.
How to create functional foods/drinks in the market suits consumer
wants and needs.
How to change consumer habit and their perspectives about functional
foods/drinks.
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Research Specialist

26. OPPORTUNITY
Functional foods/drinks market in Indonesia will grow in the future.
The new brand and new products will appear up in Industry.
Market education process is a good way to make the brand getting
bigger and impactful to business.
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3
Research Specialist

27. L E T ’ S D I S C U S S : )
www.marsindonesia.com
datarisetdatarisetmars datariset