Consumer Health in Indonesia

CONSUMER HEALTH IN
INDONESIA
Euromonitor International
January 2019
CONSUMER HEALTH IN INDONESIA Passport I
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Consumer Health Sales Continue To Rise ............................................................................... 1
Herbal/traditional Products Drive Growth .................................................................................. 1
International Brands Dominate Sales ....................................................................................... 1
Emergence of Internet Retailing for Consumer Health Products .............................................. 2
Promising Outlook for Consumer Health .................................................................................. 2
Market Indicators .......................................................................................................................... 2
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value
2013-2018 .................................................................................................... 2
Table 2 Life Expectancy at Birth 2013-2018 ............................................................. 2
Market Data .................................................................................................................................. 3
Table 3 Sales of Consumer Health by Category: Value 2013-2018 .......................... 3
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018 ......... 3
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018 ............... 3
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018 ..................... 4
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018 ................ 5
Table 8 Distribution of Consumer Health by Format and Category: % Value
2018 ............................................................................................................. 6
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023 ........... 8
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth
2018-2023 .................................................................................................... 8
Appendix ...................................................................................................................................... 9
OTC Registration and Classification ......................................................................................... 9
Vitamins and Dietary Supplements Registration and Classification .......................................... 9
Self-medication/self-care and Preventive Medicine ................................................................ 10
Switches ................................................................................................................................. 10
Definitions................................................................................................................................... 10
Sources ...................................................................................................................................... 10
Summary 1 Research Sources ...................................................................................... 10
© Euromonitor International
CONSUMER HEALTH IN INDONESIA Passport 1
CONSUMER HEALTH IN INDONESIA

EXECUTIVE SUMMARY
Consumer Health Sales Continue To Rise

Indonesian consumer health sales remained robust in 2018, with areas such as analgesics,
vitamins and dietary supplements, and herbal/traditional products continuing to post strong
growth. Vitamins and dietary supplements account for half of consumer health sales in
Indonesia, with major manufacturers and brands continuing to introduce new products such as
Airborne vitamin C by Reckitt Benckiser Indonesia. Additionally, sales are also thriving within
herbal/traditional products. Indonesian consumers still have a high level of faith in herbal
products, which are perceived as being healthier than regular medicine. Leading brands such as
Tolak Angin and Antangin therefore continued to perform strongly in 2018.
Overall, consumer health continued to grow in 2018, influenced by several main factors. For
example, as a tropical country, Indonesia continues to have long rainy and dry seasons, with
consumers being prone to ailments such as coughs, common colds and fevers during transition
periods. Also, an increasing number of young people are becoming more active and working
longer hours, thus fuelling demand for vitamins and dietary supplements to support health.
Furthermore, as a developing country, Indonesia suffers from environmental problems such as
poor sanitation in residential areas, which can cause disease and illness. Therefore, the outlook
for consumer health in Indonesia is positive.
Herbal/traditional Products Drive Growth

Indonesia is well known for its abundant natural resources. Long before modern medication
became common, Indonesians relied on herbal medicines like in other Asian countries. Indeed,
many consumers continue to use traditional medicine to treat ailments. For example, ginger is
widely used to relieve colds, while a local liquid medicine called jamu is also popular. This trend
continues, with consumers purchasing traditional medications in special jamu shops. Therefore,
major consumer health brands that contain herbal/traditional ingredients such as Tolak Angin
lead sales. The majority of Indonesian consumers live in rural areas and tend to believe in more
natural medicines. Consumer health products that consist of herbal ingredients are thriving,
such as Curcuma (paediatric consumer health), Tolak Angin (cough, cold and hay fever
remedies) and Puyer No16 (adult combination products). This highlights how consumer health
sales are driven by herbal/traditional products.
International Brands Dominate Sales

Kalbe Farma, Konimex Pharmaceutical Laboratories and Tempo Scan Pacific continue to
dominate sales within consumer health in Indonesia. These three companies offer numerous
brands that enjoy a large consumer base throughout Indonesia and are known for their
longstanding OTC brands such as Neo Entrostop, Konidin and Bodrex. These three brands also
lead sales in smaller areas such as Bodrex in analgesics and Entrostop in digestive remedies.
Consumers perceive these brands as being reliable and very affordable. Furthermore, wide
distribution throughout Indonesia, from small warungs to internet retailers such as k24, also
helps to boost sales.
Emergence of Internet Retailing for Consumer Health Products

As active internet users, Indonesians are looking for more convenient ways to shop. With
online shopping for fashion, electronics and food taking off, consumers have also begun to
purchase medicine via online pharmacists, drugstores and e-commerce sites such as Shoppee
Mall and Klik24.com. The Indonesian government is not strict when it comes to OTC sales, with
consumers thus being able to easily access OTC products online and offline. The emergence of
internet retailing has also been supported by the emergence of various delivery couriers, with
consumers in some big cities such as Jakarta receiving products on the same day as purchase.
This has encouraged many consumers to purchase products more often via the internet for
convenience. Furthermore, there are also 24 hour pharmacists which offer online sales and
instant delivery. This trend is expected to grow over the coming year, with many more
innovations set to be seen within consumer health.
Promising Outlook for Consumer Health

As one of the most populated countries in the world, Indonesia offers great potential for
consumer health. In addition, widespread health problems as a result of poor sanitation, limited
environmental awareness and unpredictable weather will also continue to fuel demand. Given
the popularity of herbal ingredients, many manufacturers are beginning to introduce products
with herbal ingredients in areas such as vitamins, combination products and dietary
supplements, with this trend expected to continue over the forecast period. Consumers will also
explore internet retailing as some products such as vitamins and multivitamins offer cheaper
prices compared to shopping offline (eg Bodrexin from Tempo Scan Pacific). This is expected to
boost consumer health sales over the coming years.
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-
2018
IDR bn
2013 2014 2015 2016 2017 2018
Pharmaceuticals, 46,060.6 49,832.5 50,240.7 54,260.4 62,433.5 67,408.4

medical appliances/
equipment
Outpatient services 84,814.8 91,532.6 92,123.9 99,356.4 114,197.4 123,236.0
Hospital services 35,891.4 38,688.5 38,906.6 41,933.3 48,171.7 51,972.8
Total 166,766.8 180,053.5 181,271.2 195,550.1 224,802.6 242,617.1
Source: Euromonitor International from official statistics, trade associations, trade interviews
Table 2 Life Expectancy at Birth 2013-2018
years
2013 2014 2015 2016 2017 2018
Males 66.7 66.8 67.0 67.2 67.3 67.4

Females 70.8 71.0 71.2 71.4 71.6 71.7
Source: Euromonitor International from official statistics
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2013-2018
IDR billion
2013 2014 2015 2016 2017 2018
OTC 14,715.7 16,582.5 18,402.9 19,985.6 21,629.3 23,403.3

Sports Nutrition 364.6 425.2 461.4 496.1 530.9 565.8
Vitamins and Dietary 13,842.1 16,031.3 17,874.4 19,441.4 21,145.3 22,983.9
Supplements
Weight Management and 2,959.1 3,719.2 3,817.3 3,968.2 4,203.5 4,453.4
Wellbeing
Herbal/Traditional 6,719.2 7,742.6 8,724.6 9,623.3 10,563.1 11,570.8
Products
Allergy Care 4.6 4.1 3.7 3.2 2.8 2.4
Paediatric Consumer 3,138.2 3,695.9 4,211.2 4,670.6 5,174.3 5,732.3
Health
Consumer Health 31,881.6 36,758.3 40,556.0 43,891.3 47,509.0 51,406.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Consumer health total is the sum of OTC, sports nutrition, vitamins and dietary supplements and weight
management and wellbeing.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric consumer health is an
aggregate of paediatric categories in OTC and vitamins and dietary supplements; and herbal/traditional
products is an aggregate of herbal/traditional categories in OTC and vitamins and dietary supplements.
Note 3: 2018 data is provisional and based on part-year estimates.
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
OTC 8.2 9.7 59.0

Sports Nutrition 6.6 9.2 55.2
Vitamins and Dietary Supplements 8.7 10.7 66.0
Weight Management and Wellbeing 5.9 8.5 50.5
Herbal/Traditional Products 9.5 11.5 72.2
Allergy Care -15.2 -12.1 -47.6
Paediatric Consumer Health 10.8 12.8 82.7
Consumer Health 8.2 10.0 61.2
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Kalbe Farma Tbk PT 7.3 7.5 7.6 7.8 7.9

Tempo Scan Pacific Tbk PT 6.3 5.9 5.6 5.4 5.2
Sido Muncul PT 3.9 4.1 4.3 4.4 4.5
Herbalife Indonesia PT 3.5 2.7 3.3 3.6 3.5
Konimex Pharmaceutical 3.6 3.6 3.6 3.5 3.5
Laboratories PT
Bayer Indonesia PT 3.2 3.3 3.3 3.3 3.3
Soho Industri Pharmasi PT 2.7 2.9 3.1 3.2 3.3
Deltomed Laboratories PT 2.9 3.0 3.1 3.2 3.2
Combiphar PT 2.1 2.2 2.2 2.2 2.2
Citra Nusa Insan 2.2 2.1 2.0 2.0 1.9
Cemerlang PT
Medifarma Laboratories 1.8 1.8 1.8 1.8 1.8
Inc PT
Sterling Products 1.6 1.7 1.7 1.7 1.8
Indonesia PT
Johnson & Johnson 1.8 1.8 1.8 1.8 1.7
Indonesia PT
Darya-Varia Laboratoria 1.4 1.5 1.5 1.5 1.5
Tbk PT
Bintang Toedjoe PT 1.6 1.5 1.5 1.4 1.3
K-Link Indonesia PT 1.2 1.3 1.3 1.3 1.3
Merck Tbk PT 1.4 1.4 1.3 1.3 1.2
Sanbe Farma PT 1.2 1.2 1.2 1.2 1.2
Beiersdorf Indonesia PT 1.3 1.3 1.2 1.2 1.2
Dexa Medica PT 0.9 1.0 1.0 1.1 1.1
Hisamitsu Pharma 0.9 1.0 1.1 1.1 1.1
Indonesia PT
Pharos Indonesia PT 1.1 1.1 1.1 1.1 1.1
Indocare Citrapasific PT 1.0 1.0 1.0 1.0 1.0
PGT Healthcare 1.0 1.0 1.0 1.0 1.0
Mahakam Beta Farma PT 0.9 0.8 0.8 1.0 0.9
Taisho Pharmaceutical 1.0 1.0 1.0 0.9 0.9
Indonesia Tbk PT
Nutrifood Indonesia PT 0.8 0.9 0.9 0.9 0.9
Amindoway Jaya PT 1.0 1.0 0.9 0.9 0.9
Bernofarm PT 0.9 0.9 0.8 0.8 0.7
Saka Farma PT 0.6 0.6 0.6 0.7 0.7
Others 38.8 39.1 38.2 37.8 38.0
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Herbalife Nutrition Herbalife Indonesia PT - - - 3.5

(Herbalife
Nutrition Ltd)
Antangin Deltomed Laboratories PT 2.4 2.5 2.6 2.7
Tolak Angin Sido Muncul PT 3.1 2.7 2.5 2.3
Redoxon (Bayer AG) Bayer Indonesia PT 2.1 2.2 2.2 2.2
Promag Kalbe Farma Tbk PT 2.1 2.1 2.2 2.2
OBH Combi Combiphar PT 2.0 2.0 2.0 2.0
Mixagrip Kalbe Farma Tbk PT 1.7 1.7 1.8 1.8
Paramex Konimex Pharmaceutical 1.9 1.8 1.8 1.8
Laboratories PT
CNI Citra Nusa Insan 1.9 1.8 1.8 1.7

Cemerlang PT
Hemaviton Tempo Scan Pacific Tbk PT 2.0 1.9 1.8 1.7
Bodrex Tempo Scan Pacific Tbk PT 1.9 1.8 1.7 1.7
Curcuma Soho Industri Pharmasi PT 1.4 1.5 1.6 1.7
Natur-E (Darya- Darya-Varia Laboratoria 1.4 1.4 1.4 1.5
Varia Group) Tbk PT
Kuku Bima Sido Muncul PT 0.7 1.1 1.3 1.4
K-Link (K-Link K-Link Indonesia PT 1.3 1.3 1.3 1.3
International Sdn
Bhd)
Fatigon Kalbe Farma Tbk PT 1.2 1.2 1.2 1.2
Panadol Sterling Products 1.2 1.2 1.2 1.2
(GlaxoSmithKline Plc) Indonesia PT
Hansaplast Beiersdorf Indonesia PT 1.3 1.2 1.2 1.2
(Beiersdorf AG)
Stimuno Dexa Medica PT 1.0 1.0 1.1 1.1
Salonpas (Hisamitsu Hisamitsu Pharma 1.0 1.1 1.1 1.1
Pharmaceutical Co Indonesia PT
Inc)
Diapet Soho Industri Pharmasi PT 1.0 1.0 1.0 1.1
Holisticare Indocare Citrapasific PT 1.0 1.0 1.0 1.0
Vicks (Procter & PGT Healthcare 1.0 1.0 1.0 1.0
Gamble Co, The)
Puyer No 16 (Kalbe Bintang Toedjoe PT 1.1 1.0 1.0 0.9
Farma Tbk PT)
Betadine Mahakam Beta Farma PT 0.8 0.8 1.0 0.9
(Mundipharma
International Ltd)
Neo Rheumacyl Tempo Scan Pacific Tbk PT 1.1 1.0 1.0 0.9
Biolysin Bernofarm PT 0.9 0.8 0.8 0.7
Counterpain (Taisho Taisho Pharmaceutical 0.7 0.7 0.7 0.7
Pharmaceutical Indonesia Tbk PT
Holdings Co Ltd)
Neo Entrostop Kalbe Farma Tbk PT 0.7 0.7 0.7 0.7
Daktarin (Johnson & Johnson & Johnson 0.7 0.7 0.7 0.7
Johnson Inc) Indonesia PT
Herbalife Nutrition Herbalife Indonesia PT 2.7 3.3 3.6 -
(Herbalife Ltd)
Others Others 56.9 56.1 55.7 55.9
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing 86.5 85.8 86.2 86.3 86.4 86.6

- Grocery Retailers 34.8 35.0 35.4 35.8 35.6 35.9
-- Modern Grocery 17.5 18.1 18.7 19.2 19.1 19.3
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 8.4 8.9 9.4 9.9 9.8 10.0
--- Supermarkets 9.1 9.2 9.3 9.3 9.2 9.3
-- Traditional Grocery 17.3 16.8 16.7 16.6 16.6 16.6
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 14.7 14.5 14.4 14.5 14.5 14.6
Grocers
--- Other Grocery 2.6 2.4 2.3 2.1 2.0 2.0
Retailers
---- Healthfood shops - - - - - -
---- Other Other 2.6 2.4 2.3 2.1 2.0 2.0
Grocery Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 51.7 50.8 50.9 50.6 50.8 50.7
-- Health and Beauty 50.8 50.1 50.2 49.8 50.1 49.9
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies 30.6 30.6 31.0 31.2 31.6 31.5
--- Optical Goods Stores - - - - - -
--- Drugstores/ 19.6 18.8 18.5 17.9 17.8 17.8
parapharmacies
--- Other Healthcare 0.6 0.7 0.7 0.8 0.8 0.6
-- Other Non-Grocery 0.8 0.7 0.6 0.7 0.7 0.8
Specialists
Non-Store Retailing 13.5 14.2 13.8 13.7 13.6 13.4
- Vending - - - - - -
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.1 1.2 1.3 1.4 1.5 1.5
- Direct Selling 12.4 13.0 12.5 12.3 12.1 11.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
% retail value rsp

OTC SN VDS WMW HTP AC
Store-Based Retailing 98.6 98.7 80.3 54.7 89.3 98.6

- Grocery Retailers 43.9 21.8 32.6 13.1 38.1 42.3
-- Modern Grocery 16.6 17.8 23.6 12.1 19.8 15.6
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 7.6 8.4 13.0 8.1 10.2 7.5
--- Supermarkets 9.0 9.4 10.6 4.0 9.5 8.1
-- Traditional Grocery 27.3 4.0 9.0 1.0 18.3 26.7
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
--- Independent Small 22.9 4.0 9.0 1.0 16.8 24.1
Grocers
--- Other Grocery 4.4 0.0 0.0 0.0 1.5 2.6
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0

---- Other Other 4.4 0.0 0.0 0.0 1.5 2.6
Grocery Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Specialists 54.7 76.8 47.8 41.6 51.2 56.3
-- Health and Beauty 54.5 32.5 47.7 39.5 51.1 56.3
--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
--- Chemists/Pharmacies 34.1 20.4 30.7 24.1 32.5 35.9
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Drugstores/ 20.4 0.0 16.0 15.4 18.1 20.4
parapharmacies
--- Other Healthcare 0.0 12.1 1.0 0.0 0.5 0.0
-- Other Non-Grocery 0.2 44.3 0.1 2.1 0.1 0.0
Specialists
Non-Store Retailing 1.4 1.3 19.7 45.3 10.7 1.4
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.4 1.3 1.5 1.5 1.5 1.4
- Direct Selling 0.0 0.0 18.2 43.8 9.2 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
PCH
Store-Based Retailing 86.9

- Grocery Retailers 36.5
-- Modern Grocery 20.7
Retailers
--- Convenience Stores 0.0
--- Discounters 0.0
--- Forecourt Retailers 0.0
--- Hypermarkets 10.9
--- Supermarkets 9.8
-- Traditional Grocery 15.8
Retailers
--- Food/drink/tobacco 0.0
specialists
--- Independent Small 14.3
Grocers
--- Other Grocery 1.4
Retailers
---- Healthfood shops 0.0
---- Other Other 1.4
Grocery Retailers
- Mixed Retailers 0.0
-- Department Stores 0.0
-- Mass Merchandisers 0.0
-- Variety Stores 0.0
-- Warehouse Clubs 0.0
- Non-Grocery Specialists 50.5
-- Health and Beauty 50.3
--- Beauty Specialist 0.0
Retailers
--- Chemists/Pharmacies 32.3
--- Optical Goods Stores 0.0

--- Drugstores/ 17.4
parapharmacies
--- Other Healthcare 0.6
-- Other Non-Grocery 0.1
Specialists
Non-Store Retailing 13.1
- Vending 0.0
- Homeshopping 0.0
- Internet Retailing 1.5
- Direct Selling 11.6
Total 100.0
Key: OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WMW = weight
management and wellbeing; HTP = herbal/traditional products; AC = Allergy Care; PCH = paediatric
consumer health
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
IDR billion
2018 2019 2020 2021 2022 2023
OTC 23,403.3 23,961.6 25,128.9 26,389.7 27,751.9 29,226.3

Sports Nutrition 565.8 581.7 600.5 620.5 641.8 664.6
Vitamins and Dietary 22,983.9 23,890.4 25,149.9 26,505.3 27,966.2 29,542.8
Supplements
Weight Management and 4,453.4 4,648.8 4,871.9 5,108.0 5,358.3 5,624.1
Wellbeing
Herbal/Traditional 11,570.8 12,184.6 12,914.3 13,681.4 14,524.3 15,419.3
Products
Allergy Care 2.4 2.0 1.6 1.3 1.1 0.9
Paediatric Consumer 5,732.3 6,115.6 6,561.7 7,047.7 7,577.6 8,156.9
Health
Consumer Health 51,406.3 53,082.5 55,751.2 58,623.5 61,718.3 65,057.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total
OTC 2.4 4.5 24.9

Sports Nutrition 2.8 3.3 17.5
Vitamins and Dietary Supplements 3.9 5.1 28.5
Weight Management and Wellbeing 4.4 4.8 26.3
Herbal/Traditional Products 5.3 5.9 33.3
Allergy Care -17.9 -18.5 -64.0
Paediatric Consumer Health 6.7 7.3 42.3
Consumer Health 3.3 4.8 26.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
APPENDIX
OTC Registration and Classification

 The Indonesian pharmaceuticals industry adopts a three-tier system: prescription, OTC and
limited OTC healthcare products, which is a legacy of the Dutch colonial era. In order to make
a clearer distinction between prescription and non-prescription medicines, the government
has further classified drugs as:
 O – narcotic drugs. These are available to the public on prescription only, with the Ministry of
Health strictly supervising products on the list.
 G – drugs available to the general public on prescription only. All packaging for these
products displays a red dot.
 G2 – drugs which form a part of category G. Consumer advertising is not allowed but these
drugs may be sold without prescription on the recommendation of a pharmacist.
 W – drugs available to the public only through dispensing chemists/pharmacies or licensed
pharmacies/drugstores. These products include cautionary labelling, display a blue dot on
packaging and may be advertised to consumers by manufacturers.
 B – drugs freely available to the public. Packaging for products in this category displays a
green dot. Advertising is permitted for this class of drugs.
 The Indonesian Ministry of Health describes an OTC healthcare product as any registered
healthcare item which can be purchased without a prescription. Based on the classification list
adopted in 1998, OTC healthcare products can fall under the G2, W and B categories. Drugs
categorised as G2 and W are also termed as limited OTC drugs as they can be purchased
only through certain retail channels such as licensed pharmacies/drugstores and
chemists/pharmacies.
Vitamins and Dietary Supplements Registration and Classification

 The registration process for food supplements is further legalised by BPOM regulation
number HK.00.05.41.1381, which was released in March 2005. Regarding packaging and
labelling, chapter VI of the regulation states that food supplements need to display the
following information coherently and transparently on packaging or labelling:
 The words “Suplemen Makanan”
 Name of the product’s generic name alone, or with the brand name
 Name and address of manufacturer or importer
 Pack size, content and net weight
 Product composition by listing active ingredients
 Alcohol content, if any
 Directions for use, along with dosage form
 Contraindications as well as precautions and warnings
 Product registration number issued by Indonesian Ministry of Health
 Date of manufacture and expiration

 Direct selling is an important distribution channel in Indonesia, especially with regard to
vitamins and dietary supplements, with consumers becoming more interested in this channel
as a result of the good experiences of friends and relatives.
Self-medication/self-care and Preventive Medicine

 The government BPJS health programme started operating in 2014 throughout the country
under the BPJS Health Act (UU40/ 2004 of National Social Security System and UU24/ 2011
of Social Security Agency). Health insurance is provided by companies for employees and
their families or individuals. To help lower income consumers, the government also subsidises
the cost of medical treatment (according to UUSJSN).
 Low-income consumers do not have to worry about the high cost of prescription drugs or
consultation fees. Public awareness of the importance of health has also increased as a result
of the widespread provision of information. Self-medication/self-care does not guarantee that
an ailment will be healed quickly, with the government indirectly encouraging people to go to
the doctor.
Switches
 Switching or “delisting” is not common in Indonesia, where there is no official government
policy regarding active OTC ingredients. Registration for OTC and switching in Indonesia is
carried out on a case-by-case basis, which requires a manufacturer to show that a product
deserves to be listed as OTC. Rx-to-OTC switching is carried out by BPOM, which closely
follows guidelines laid down by the US Food and Drugs Administration (FDA). Accordingly,
active ingredients classified as OTC in the US are likely to attain the same classification in
Indonesia. There were no switches in Indonesia in 2018.
DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
 Jamu: Indonesian herbal medicine made from natural ingredients which can be used as a
health and beauty product. What makes Jamu unique among other types of OTC herbal
products is its combination of multiple natural ingredients, which are locally formulated for
either treating sickness or for use as health supplements. Jamu’s active ingredients can also
be used in cosmetic products. For example, akar manis is used as a whitening ingredient in
moisturisers and cleansers. Due to clinical testing difficulties, the multiple active ingredients
present in Jamu are still not recognised as standard OTC products in Indonesia.
 SJSN: Acronym for Sistem Jaminan Sosial Nasional (National Social Security System), a new
social security system that was implemented in 2014 and guarantees full health protection.
SOURCES
Sources used during research included the following:
Summary 1 Research Sources

Official Sources BPOM
Depkes
Trade Associations Association of the European Self-Medication
Industry (AESGP)
Indonesian Pharmaceutical Industry

Association
Trade Press Bisnis Indonesia
Health Today Indonesia
Indo Finanz
Informasi Spesialite Obat (ISO)
Investor Indonesia Magazine
Klinik Pria
Kompas Newspaper
Main Saham
MIMS
MIX Magazine
Satu Lelaki
Sinar Harapan
Suara Merdeka
SWA Magazine
Source: Euromonitor International

Consumer Health in Indonesia

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Consumer Health in Indonesia

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CONSUMER HEALTH IN

LIST OF CONTENTS AND TABLES

CONSUMER HEALTH IN INDONESIA

Consumer Health Sales Continue To Rise

Herbal/traditional Products Drive Growth

International Brands Dominate Sales

Emergence of Internet Retailing for Consumer Health Products

Promising Outlook for Consumer Health

Pharmaceuticals, 46,060.6 49,832.5 50,240.7 54,260.4 62,433.5 67,408.4

Table 2 Life Expectancy at Birth 2013-2018

Males 66.7 66.8 67.0 67.2 67.3 67.4

OTC 14,715.7 16,582.5 18,402.9 19,985.6 21,629.3 23,403.3

Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018

% current value growth

OTC 8.2 9.7 59.0

Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018

% retail value rsp

Kalbe Farma Tbk PT 7.3 7.5 7.6 7.8 7.9

Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018

% retail value rsp

Herbalife Nutrition Herbalife Indonesia PT - - - 3.5

CNI Citra Nusa Insan 1.9 1.8 1.8 1.7

Table 7 Distribution of Consumer Health by Format: % Value 2013-2018

% retail value rsp

Store-Based Retailing 86.5 85.8 86.2 86.3 86.4 86.6

Table 8 Distribution of Consumer Health by Format and Category: % Value 2018

% retail value rsp

Store-Based Retailing 98.6 98.7 80.3 54.7 89.3 98.6

---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0

Store-Based Retailing 86.9

--- Optical Goods Stores 0.0

Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023

OTC 23,403.3 23,961.6 25,128.9 26,389.7 27,751.9 29,226.3

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

% constant value growth

OTC 2.4 4.5 24.9

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

 Date of manufacture and expiration

Self-medication/self-care and Preventive Medicine

Summary 1 Research Sources

Indonesian Pharmaceutical Industry

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