YOGHURT AND SOUR MILK

PRODUCTS IN INDONESIA
Euromonitor International
August 2017
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1 Sales of Yoghurt and Sour Milk Products by Category: Volume 2012-
2017 ............................................................................................................. 4
Table 2 Sales of Yoghurt and Sour Milk Products by Category: Value 2012-
2017 ............................................................................................................. 4
Table 3 Sales of Yoghurt and Sour Milk Products by Category: % Volume
Growth 2012-2017 ....................................................................................... 4
Table 4 Sales of Yoghurt and Sour Milk Products by Category: % Value
Growth 2012-2017 ....................................................................................... 5
Table 5 Sales of Flavoured Yoghurt by Flavour: Rankings 2012-2017 ..................... 5
Table 6 Sales of Fruited Yoghurt by Flavour: Rankings 2012-2017 .......................... 5
Table 7 NBO Company Shares of Yoghurt and Sour Milk Products: % Value
2013-2017 .................................................................................................... 5
Table 8 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2014-
2017 ............................................................................................................. 6
Table 9 Distribution of Yoghurt and Sour Milk Products by Format: % Value
2012-2017 .................................................................................................... 7
Table 10 Forecast Sales of Yoghurt and Sour Milk Products by Category:
Volume 2017-2022 ....................................................................................... 7
Table 11 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value
2017-2022 .................................................................................................... 8
Table 12 Forecast Sales of Yoghurt and Sour Milk Products by Category: %
Volume Growth 2017-2022 .......................................................................... 8
Table 13 Forecast Sales of Yoghurt and Sour Milk Products by Category: %
Value Growth 2017-2022 ............................................................................. 8

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YOGHURT AND SOUR MILK

PRODUCTS IN INDONESIA
HEADLINES
 In 2017, yoghurt and sour milk products records 10% current retail value growth to reach
IDR4.3 trillion
 Yoghurt and sour milk products enjoys healthy growth supported by increased health and
wellness awareness among Indonesian consumers
 Fruited yoghurt achieves the highest current retail value growth of 17% as sales reach
IDR43.8 billion in 2017
 Yoghurt and sour milk products records a unit price increase in 2017
 Yakult Indonesia Persada PT dominates yoghurt and sour milk products with a 71% value
share in 2017
 Yoghurt and sour milk products is expected to grow at retail value CAGR of 6% at constant
2017 prices to reach sales of IDR5.7 trillion in 2022

TRENDS
 Yoghurt and sour milk products is gaining more popularity in Indonesia since more consumers
are aware of its health benefits. Sales of yoghurt and sour milk products are more prominent
in larger cities compared to smaller cities because of greater adaptation to Western taste.
Another reason is the low availability of chillers in shops and refrigerators in less developed
regions. In addition, in less urbanised regions, sour milk and yoghurt are new to them, and
many of them are not used to such a diet yet. In 2017, more products within yoghurt and sour
milk products are being developed which indicates that it is growing positively and portentous.
 Compared to 2016, a faster current retail value growth rate of 10% was seen in 2017 thanks
to increased health and wellness awareness and easier access to yoghurt and sour milk
products in Indonesia.
 Fruited yoghurt recorded the fastest current retail value growth in 2017. This was supported
by the perception of fresher products since it is incorporated with fresh fruit, instead of artificial
flavours, and also by stronger competition as many new brands have entered, such as Emmi
by Emmi Schweiz AG, and existing brand have developed new products to remain
competitive such as Elle & Vire by Savencia Fromage & Dairy with Yag Go! which targets the
younger generation with functional ingredients added to the yoghurt such as calcium.
 The unit price of yoghurt and sour milk products was rising in 2017 mainly effected by the
inflation rate and increase in raw material prices, which are passed on to consumers.
 Indonesia typically does not have the habit of consuming yoghurt on a daily basis for
snacking, cooking or eating during breakfast with cereal. However, Indonesian consumers like
to drink yoghurt because of its health benefit which can help with the digestive system. In
addition, especially for yoghurt, it is also becoming common for female consumers to use it as
a meal substitute because it is claimed that drinking more yoghurt can help metabolism and
keep a slim body shape.
 Greek-style yoghurt is new to Indonesia compared to regular yoghurt, but it has gained
popularity which is reflected in more brands being available on shelves and larger shelf
spaces dedicated to it. However, sales of Greek yoghurt remain small in Indonesia due to its

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high price and availability. Often, Greek yoghurt is found in premium supermarkets and
hypermarkets which target a more niche consumer group.
 In 2017, Heavenly Nutrition Indonesia PT introduced Heavenly Blush TummYogurt, a new
drinking yoghurt product with vegetables added to its ingredients, to appeal to female
consumers and the younger generation who are more image-conscious. Heavenly Blush
TummYogurt is offered in three flavours: Blueberry Redbeet, Raspberry Broccoli, and Mango
Carrot.
 In 2017, sour milk products is projected to record current retail value growth of 7% to reach
IDR800.8 billion in sales. It remains much smaller than yoghurt, mainly due to a smaller
number of players and a lack of product innovations.
 It is observed that yoghurt and sour milk products are becoming easy to obtain for daily use.
The most common channels for purchasing yoghurt and sour milk products are hypermarkets
and supermarkets. However, convenience store is set to record the highest growth rate
among distribution channels in 2017, supported by more frequent on-the-go consumption.
Nevertheless, distribution of yoghurt and sour milk products remains concentrated in urban
parts of Indonesia. In less developed parts of the country, with the exception of Yakult,
yoghurt and sour milk products tend to have poor retail availability. The long shipping time
and short shelf life of the products continue to pose logistical challenges for players. In
addition, lower consumer acceptance of yoghurt is observed to restrain sales growth in less
developed parts of Indonesia.

COMPETITIVE LANDSCAPE
 Yakult Indonesia Persada PT dominated yoghurt and sour milk products in 2017 with a 71%
value share. The success of Yakult Indonesia Persada PT was supported by its strong
distribution which is not limited to retail and foodservice, but includes general trade. The
unique way of selling the product through direct selling also has its initiator in Indonesia, and
has been adopted by other new players such as Cisarua Mountain Dairy PT with its Miss
Cimory.
 Heavenly Nutrition Indonesia PT recorded the biggest increase in value sales of yoghurt and
sour milk products in 2017. The success of Heavenly Nutrition Indonesia PT is attributed to
the good taste, eye-catching packaging, and development of new products to fit into the
dynamic changes in yoghurt and sour milk products in Indonesia. In 2017, Heavenly Nutrition
Indonesia PT introduced four variants of drinking yoghurt in new packaging with unique
formulations that incorporate vegetables.
 The success of Yakult Lady in Indonesia has brought attention to other players such as
Cisarua Mountain Dairy PT which has introduced a similar direct selling strategy with Miss
Cimory. The move has helped Cisarua Mountain Dairy to expand its distribution but its direct
selling has not yet covered the whole nation. In addition to its own success in direct selling
with Yakult Lady, Yakult Indonesia Persada PT has brought back this concept to the retail
setting, and has the Yakult Lady walking around retail channels, often hypermarkets, to
introduce the concept of Yakult Lady and promote products to customers at the same time.
 International players lead yoghurt and sour milk products thanks to the strong performance of
Yakult Indonesia Persada PT. On the other hand, domestic players are also catching up with
this performance with higher annual growth rates thanks to the promise of robust, almost
double-digit growth, and lower material costs due to domestic production. In addition, local
knowledge on consumer preference has also become one of the advantages for domestic
players.

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 Many products have been launched under fruited yoghurt and drinking yoghurt supported by
the increase of health and wellness awareness among Indonesian consumers and greater
acceptance of drinking fruited yoghurt compared with other types. For example, under fruited
yoghurt, Emmi by Emmi Schweiz AG has entered with at least seven flavours, targeting
premium consumers. In drinking yoghurt, domestic players such as Heavenly Nutrition
Indonesia PT and Cisarua Mountain Dairy PT have introduced multiple new product
developments to target female and younger customers.
 The use of social media has become essential for yoghurt and sour milk products. One of the
reasons for this is that yoghurt and sour milk products are not a common diet for Indonesian
consumers. To expand existing sales, brand owners have to put efforts into educating the
younger generation to incorporate yoghurt and sour milk products into their daily diet. The use
of endorsement through social media such as Instagram and YouTube is commonly practised
by players.
 In 2017, Heavenly Nutrition Indonesia PT and Cisarua Mountain Dairy PT both introduced
new products with new packaging. Heavenly Nutrition Indonesia uses linear and simple
design with HDPE bottles to give a fresher look which targets urban female consumers. On
the other hand, Cisarua Mountain Dairy has introduced a multipack of 4x70ml drinking
yoghurt in HDPE bottles for on-the-go consumption and the younger generation.
 In Indonesia, the incentive for retailers to invest in private label remains small due to the sales
of yoghurt and sour milk products still being considered small. In addition, the pricing is
considered high compared to other types of dairy products such as drinking milk which has
also narrowed down the targeted consumers.

PROSPECTS
 In the forecast period, sales of yoghurt and sour milk products are expected to see steady
positive growth. This will be supported by increased health and wellness awareness among
Indonesian consumers. The targeted consumers for yoghurt and sour milk products are still
middle- and higher-income households. However, it is projected that the middle-class families
emerging from lower-income households will be the next targeted consumer group, especially
for domestic players which have the advantage of affordable unit prices.
 A projected CAGR of 6% at constant 2017 prices shows that yoghurt and sour milk products
has potential. Compared to the review period, a slight slowdown will be caused by competition
with drinking milk products which are more acceptable than a yoghurt and sour milk products
diet on a daily basis.
 Fruited yoghurt is expected to continue performing well in the forecast period. This will be
supported by awareness among consumers that yoghurt is beneficial for the digestive system,
and by the common perception that fruited yoghurt is fresher compared to flavoured yoghurt
which may be perceived as using artificial additives for the flavouring.
 Direct selling, a unique success strategy initiated by leading player Yakult Indonesia Persada
PT, may be the trend in yoghurt and sour milk products since consumers are more aware and
would like to invest in the freshness of the products. For example, Cisarua Mountain Dairy PT
adopted the direct selling method in 2015 by introducing Miss Cimory, and shows a positive
return.
 New product launches in fruited yoghurt have again proven that fruited yoghurt is one of the
most promising categories. In the forecast period, the launch of Emmi by Emmi Schweiz AG
is expected to perform well thanks to its wide distribution not only to premium supermarkets
and hypermarkets, but also to mass-market retailers such as Carrefour, Giant, Hypersmart,

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Transmart etc. In addition, its competitive pricing, despite being an imported product, has also
given advantage to its further success.

CATEGORY DATA
Table 1 Sales of Yoghurt and Sour Milk Products by Category: Volume 2012-2017

'000 tonnes
2012 2013 2014 2015 2016 2017

Sour Milk Products 47.7 42.2 39.8 41.0 43.3 44.5

Yoghurt 79.1 86.5 100.4 105.5 110.1 111.9
- Drinking Yoghurt 77.1 84.3 99.4 104.8 109.3 111.0
- Flavoured Yoghurt 1.3 1.3 0.3 0.0 0.1 0.1
- Fruited Yoghurt 0.6 0.7 0.6 0.5 0.6 0.7
- Plain Yoghurt 0.1 0.1 0.1 0.2 0.2 0.2
Yoghurt and Sour Milk 126.8 128.7 140.2 146.5 153.3 156.5
Products
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Yoghurt and Sour Milk Products by Category: Value 2012-2017

IDR billion
2012 2013 2014 2015 2016 2017

Sour Milk Products 674.7 621.6 619.4 672.8 749.0 800.8

Yoghurt 1,834.9 2,138.5 2,637.2 2,916.8 3,189.2 3,526.2
- Drinking Yoghurt 1,748.8 2,038.6 2,584.1 2,873.0 3,137.9 3,467.4
- Flavoured Yoghurt 44.5 50.3 12.1 3.4 3.8 4.3
- Fruited Yoghurt 34.1 41.6 32.5 31.2 37.4 43.8
- Plain Yoghurt 7.5 8.0 8.6 9.3 10.0 10.8
Yoghurt and Sour Milk 2,509.6 2,760.1 3,256.6 3,589.6 3,938.2 4,327.0
Products
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth
2012-2017

% volume growth
2016/17 2012-17 CAGR 2012/17 Total

Sour Milk Products 2.9 -1.4 -6.7

Yoghurt 1.7 7.2 41.5
- Drinking Yoghurt 1.6 7.6 44.1
- Flavoured Yoghurt 8.0 -45.5 -95.2
- Fruited Yoghurt 15.0 1.7 8.6
- Plain Yoghurt 6.3 5.2 29.1
Yoghurt and Sour Milk Products 2.0 4.3 23.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 4 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2012-
2017

% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Sour Milk Products 6.9 3.5 18.7

Yoghurt 10.6 14.0 92.2
- Drinking Yoghurt 10.5 14.7 98.3
- Flavoured Yoghurt 11.0 -37.5 -90.4
- Fruited Yoghurt 17.0 5.1 28.3
- Plain Yoghurt 7.6 7.4 43.0
Yoghurt and Sour Milk Products 9.9 11.5 72.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Flavoured Yoghurt by Flavour: Rankings 2012-2017

ranking
2012 2013 2014 2015 2016 2017

Strawberry 1 1 1 1 1 1
Grape 2 2 2 2 2 2
Mango 3 3 3 3 3 3
Blueberry 4 4 4 4 4 4
Raspberry 5 5 5 5 5 4
Lychee 6 6 6 6 6 6
Banana 7 7 7 7 7 7
Apricot 8 8 8 8 8 8
Orange 9 9 9 9 9 9
Cherry 10 10 10 10 10 19
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Fruited Yoghurt by Flavour: Rankings 2012-2017

ranking
2012 2013 2014 2015 2016 2017

Strawberry 1 1 1 1 1 1
Grape 2 2 2 2 2 2
Mango 3 3 3 3 3 3
Raspberry 4 4 4 4 4 4
Blueberry 5 5 5 5 5 5
Lychee 6 6 6 6 6 6
Apricot 7 7 7 7 7 7
Orange 8 8 8 8 8 8
Cherry 9 9 9 9 9 9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2013-
2017

% retail value rsp

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Company 2013 2014 2015 2016 2017

Yakult Indonesia 58.9 64.3 66.1 70.2 70.6

Persada PT
Calpis Indonesia PT 7.2 7.2 7.6 8.0 7.8
Frisian Flag Indonesia PT 5.7 5.5 5.7 5.8 5.7
Indolakto PT - 6.0 5.2 5.0 4.8
Cisarua Mountain Dairy PT 2.9 3.1 3.9 4.6 4.6
Yummy Food Utama PT 2.6 2.9 3.2 3.5 3.6
Diamond Cold Storage PT 2.4 2.2 2.1 2.0 1.9
Heavenly Nutrition 0.1 0.1 0.2 0.3 0.4
Indonesia PT
Savencia Fromage & Dairy - - 0.1 0.2 0.2
Regal Cream Products 0.1 0.1 0.0 0.0 0.0
Pty Ltd
Ultra Prima Artaboga PT 7.6 7.5 5.4 - -
Danone Dairy Indonesia PT 11.5 0.5 - - -
Bongrain SA 0.2 0.2 - - -
Sodiaal SA (Société de 0.0 0.0 - - -
Diffusion
Internationale Agro-
alimentaire)
Ajinomoto Calpis - - - - -
Beverage Indonesia PT
Queen Bandung PT - - - - -
Others 0.7 0.4 0.4 0.4 0.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2014-2017

% retail value rsp

Brand (GBO) Company (NBO) 2014 2015 2016 2017

Yakult (Yakult Yakult Indonesia 64.3 66.1 70.2 70.6

Honsha Co Ltd) Persada PT
Calpico (Asahi Calpis Indonesia PT 7.2 7.6 8.0 7.8
Group Holdings Ltd)
Frisian Flag (Royal Frisian Flag Indonesia PT 5.5 5.7 5.8 5.7
FrieslandCampina NV)
Milkuat (Salim Group) Indolakto PT 6.0 5.2 5.0 4.8
Cimory Cisarua Mountain Dairy PT 3.1 3.9 4.6 4.6
Yummy Yummy Food Utama PT 2.9 3.2 3.5 3.6
BioKul Diamond Cold Storage PT 2.2 2.1 2.0 1.9
Heavenly Blush Heavenly Nutrition 0.1 0.2 0.3 0.4
Indonesia PT
Elle & Vire Savencia Fromage & Dairy - 0.1 0.2 0.2
Bulla Regal Cream Products 0.1 0.0 0.0 0.0
Pty Ltd
Vita Charm (Orang Ultra Prima Artaboga PT 7.5 5.4 - -
Tua Group)
Activia (Danone, Danone Dairy Indonesia PT 0.5 - - -
Groupe)
Elle & Vire Bongrain SA 0.2 - - -
Calpico (Ajinomoto Ajinomoto Calpis - - - -
Co Inc) Beverage Indonesia PT
Milkuat (Danone, Danone Dairy Indonesia PT - - - -
Groupe)

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Yes! (Royal Frisian Flag Indonesia PT - - - -

FrieslandCampina NV)
Nice (Indofood Indolakto PT - - - -
Sukses Makmur Tbk PT)
Queen Queen Bandung PT - - - -
Yoplait Sodiaal SA (Société de - - - -
Diffusion
Internationale Agro-
alimentaire)
Others Others 0.4 0.4 0.4 0.3
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2012-
2017

% retail value rsp

2012 2013 2014 2015 2016 2017

Store-Based Retailing 92.5 92.4 92.3 92.2 92.1 92.0

- Grocery Retailers 90.5 90.4 90.3 90.2 90.1 90.3
-- Modern Grocery 81.5 81.4 81.4 81.4 81.4 81.8
Retailers
--- Convenience Stores 11.0 11.0 11.2 11.5 11.8 12.0
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 32.0 32.0 32.2 32.4 32.6 32.8
--- Supermarkets 38.5 38.4 38.0 37.5 37.0 37.0
-- Traditional Grocery 9.0 9.0 8.9 8.8 8.7 8.5
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 9.0 9.0 8.9 8.8 8.7 8.5
Grocers
--- Other Grocery - - - - - -
Retailers
- Non-Grocery Specialists 2.0 2.0 2.0 2.0 2.0 1.7
-- Health and Beauty 2.0 2.0 2.0 2.0 2.0 1.7
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing 7.5 7.6 7.7 7.8 7.9 8.0
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling 7.5 7.6 7.7 7.8 7.9 8.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume
2017-2022

'000 tonnes
2017 2018 2019 2020 2021 2022

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Sour Milk Products 44.5 45.8 47.0 48.3 49.5 50.7

Yoghurt 111.9 122.0 134.3 149.1 167.0 188.7
- Drinking Yoghurt 111.0 121.0 133.1 147.8 165.5 187.0
- Flavoured Yoghurt 0.1 0.1 0.1 0.1 0.1 0.1
- Fruited Yoghurt 0.7 0.8 0.9 1.0 1.2 1.4
- Plain Yoghurt 0.2 0.2 0.2 0.2 0.2 0.2
Yoghurt and Sour Milk 156.5 167.8 181.3 197.4 216.5 239.4
Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2017-
2022

IDR billion
2017 2018 2019 2020 2021 2022

Sour Milk Products 800.8 820.8 839.1 857.0 874.2 891.1

Yoghurt 3,526.2 3,573.9 3,826.2 4,113.8 4,443.0 4,819.7
- Drinking Yoghurt 3,467.4 3,509.0 3,754.2 4,033.8 4,353.6 4,719.5
- Flavoured Yoghurt 4.3 4.5 4.7 4.8 4.9 5.0
- Fruited Yoghurt 43.8 49.4 55.9 63.5 72.4 82.8
- Plain Yoghurt 10.8 11.1 11.4 11.8 12.1 12.5
Yoghurt and Sour Milk 4,327.0 4,394.7 4,665.3 4,970.8 5,317.2 5,710.8
Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume
Growth 2017-2022

% volume growth
2017/18 2017-22 CAGR 2017/22 Total

Sour Milk Products 2.8 2.6 13.7

Yoghurt 9.0 11.0 68.6
- Drinking Yoghurt 9.0 11.0 68.4
- Flavoured Yoghurt 7.0 5.1 28.2
- Fruited Yoghurt 15.3 16.2 111.8
- Plain Yoghurt 6.0 5.7 32.3
Yoghurt and Sour Milk Products 7.3 8.9 53.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 13 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value
Growth 2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 Total

Sour Milk Products 2.5 2.2 11.3

Yoghurt 1.4 6.4 36.7
- Drinking Yoghurt 1.2 6.4 36.1
- Flavoured Yoghurt 5.1 3.2 16.8

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- Fruited Yoghurt 12.8 13.6 89.0

- Plain Yoghurt 2.9 3.1 16.3
Yoghurt and Sour Milk Products 1.6 5.7 32.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International