It is an industry of IDR 16.8 trillion (USD 1.2 billion) with 80 percent of the products imported mainly from the United States. The projected food supplement market in Indonesia will reach IDR 25.19 trillion (USD 1.8 billion) in 2020.
Food supplements in Indonesia recorded strong value growth in 2018. It is because Indonesian consumers are now changing their habits, and increasing awareness of preventive health measures can be seen among the middle-income Indonesian population. A study by Nielsen showed that when it comes to promoting health benefits, 81 percent of Indonesian consumers were likely to spend more on healthy foods and supplements. This has initiated a substantial demand for a myriad of health food supplements, therefore creating opportunities for local and international manufacturers to enter the health food supplement sector in Indonesia
Above all, middle-income consumers are the key factor that drove sales of food and health supplements in 2017 and 2018. This subsequently led to the vast growth of the middle class from just 37.7 percent in 2003 to over 50 percent in 2020, along with its growing buying power. Besides, the Indonesian economy rose by 5.1 percent GDP in 2017 and is expected to grow by 5.3 percent this year.
Similarly, the purchasing power has made a comeback in 2017 – Indonesia’s food and beverage industry (including food supplements) is predicted to grow 8.5 percent year-on-year to IDR1,400 trillion (USD 105.2 billion). The direct investment is also forecasted to reach approximately IDR 63 trillion (USD 4.7 billion) simultaneously.
The U.S. health and food supplements have a sterling reputation in Indonesia, thus accounting for 80 percent of the market share in Indonesia. It means that among the IDR 4.5 trillion (USD 318 million) health food supplements revenue in Indonesia, imported U.S. products account for IDR 3.5 trillion (USD 250 million). Moreover, the imported health and food supplement market is concentrated in Jakarta, Bandung, Surabaya, and Medan.
According to a study done by Global Trade, the best sales prospects include vitamins (especially for children) and supplements that improve aesthetics and prevent certain diseases. For example, supplements for weight loss and bodybuilding, supplements for cardiovascular disease, hypertension, and osteoporosis, and products that improve sex life and stamina.
As an important note, 90 percent of the ingredients used in the Indonesian food and health supplement industry are still imported, thus presenting an endless opportunity for both local and foreign investors.
Additionally, non-registered halal food supplements will become non-halal in 2019, check the conditions.
Multivitamins lead the market in volume sales of health and food supplements, but traditional medicines remain popular. In May 2013, BPOM announced that the country decided to adopt the terminology in the ASEAN harmonization regulation for traditional medicine health supplements (TMHS). The TMHS regulatory framework defines health food supplements and subsequently regulates health and food supplements as a sector.
With more than 240 million people in the country, Indonesia has now become the second-highest growth of health and food supplement products in the ASEAN region, consequently contributing to 35 percent of the ASEAN Economic Zone. Moreover, both local and global brands in the Indonesian health and food supplements possess another competitive edge in the overseas market.
According to Asosiasi Pengusaha Suplemen Kesehatan Indonesia (APSKI), more than 200 pharmaceutical companies produce health and food supplements in Indonesia. As a result, major retailers such as hypermarkets and supermarkets, have joined other retailers to use health and wellness products as part of their competitive strategy.
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