Functional Food - MARS Indonesia
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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.
Functional Food - MARS Indonesia
- 1. Whats 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 1 2 3 4 Research Specialist
- 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 1 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
- 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
- 11. Functional food is a fresh or processed food that can provide bene鍖ts 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油FOOD Research Specialist 1 2 3
- 12. Research Specialist Market Share Market Player Consumption Trend Number of Sales Key Factor Probiotic油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 e鍖ective 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. 1 2 3 4 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. 1 2 3 Research Specialist
- 27. L E T S D I S C U S S : ) www.marsindonesia.com datarisetdatarisetmars datariset