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Indonesia 2019 Supplement/OTC/Rx Report

Indonesia 2019 Supplement/OTC/Rx Report

Introduction Overview

Since 2005, NMI’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its Indonesia 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Indonesia. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

Top “White Space” Opportunity areas

The size and demographic composition of Consumer groups

Highly engaged consumer segments in supplement use

Health and Wellness composition of various supplement user groups

‘Likely User’ groups to buy supplements –Condition management

Understanding NMI’s Health & Wellness consumer segmentation

Demographic Profile of the Health & Wellness Segments

and much more!


Introduction Summary
Table of Contents
Background & Methodology
Definitions of Groups
Executive Summary
NMI’s Consumer Segmentation
Health Maintenance
Indonesian consumer’s use of supplements in the past 30 days
Consumer confidence in supplementation to maintain their health
Supplement Users feel they are not getting enough nutrition from the foods they eat
Consumers’ perception about the foods they eat
Indonesian consumers are managing an array of conditions
Top health conditions Supplement Users are currently managing
40% of Supplement Users are using supplements for Energy support, and health skin support #2
Use of condition specific supplements for Immunity, exercise and eye health are growing
Consumers show high likelihood to use supplements to manage and prevent a whole host of conditions.
(Top and Second Tiers)
Strong opportunities for Preventative positioning and messaging
Messaging - proof or tangibility of effectiveness to boost consumer confidence
Consumers show lower confidence in specific supplements effectiveness
Specific Supplement Use
% of Indonesian consumers currently using supplements
% of consumers exhibiting lapsed usage
Looking at more specific supplement use by the largest % of the population
Most used supplement categories are Multi-Vitamins and Vitamin C showing the growth
Supplement User profile- from Light to Heavy each day
Reasons for lowered usage
Primary supplements used by Indonesian consumers
Emerging supplements are growing but still showing very low usage, Need for education
The top supplements showing strong growth over the past four years
Variations in generational use of supplements revelations
% of Supplement Users using probiotics and do understand the role of prebiotics
Plant-based protein is growing in many forms
Weight loss, Muscle building, Male virility and Exercise recovery benefits
20% of Colombian users are currently using Fiber
Supplement Dynamics
Proof of effectiveness, Safety and Clean label - leading trends in purchase decision
Digestion, Price and Bioavailability are attributes showing strong positive growth
The second tier of important attributes measured by supplement categories by Indonesian users
Prescription medications perceptions and credibility vs. Supplements
Supplement Users’ decision to purchase supplements, other influencers
Leading Social media websites and influences on supplement purchase decisions
Indonesian Advice and Confidence in Practitioner knowledge of Supplements
A ‘need state’ for personalized supplements is a big opportunity
Supplement Users willingness to get a personalized supplement plan
Assurance of ingredient content, absorption and health benefit claims
Preferred Country of origin impact on purchase
Levels of confusion regarding supplements side effects
Indonesian Consumer's willingness to pay premium pricing
Supplement Formats & Content
Innovative formats solutions to “pill adverse” Indonesian consumers
Which segment is driving the growth of Preferred supplement formats
Alternative delivery formats showing both preference and most growth over 4 years
Indonesian consumer majority preference for plant-based supplements
Increasing demand for sustainable and e-friendly ingredients
Segments showing strong orientation toward natural and organic
Certifications also garner a level of importance
Barriers to Supplement Use & Lapsed Usage
Primary reasons Indonesian consumers cite for lapsed usage
Opportunities to boost perceptions of effectiveness and increase compliance
The main barrier and brand options to supplement use among non-users
Demographic Profile of Indonesian Supplement Users and Lapsed Users
Supplement Purchasing Behavior
What channels do most Indonesian consumers shop for supplements?
Internet is the solid secondary source which will continue to have greater impact
Channel shopping growth now and future
60% of Indonesian Supplement users are regularly shopping where?
Top brands dominating the Indonesia Market
Average Monthly spend on supplements among Supplement Users
Consumers understanding of a quality brand diminishes price sensitivity
OTC & Rx
Why do Colombian consumers report that their doctor’s usual solution to their health issues is to prescribe
a prescription medication?
The conditions for which Indonesian Supplement Users are taking prescription medications do align with the top
conditions they are managing
Generations show variations in the conditions vs. prescription medication use in the past 6 months
Consumer dilemma regarding prescription medication side effects
Consumers high concern with prescription medication interaction and nutrient depletion
Indonesian Supplement Users monthly spending on their supplements
Segments showing concern about nutrient depletion due to prescription use
Supplement Users spending monthly on over-the-counter medications

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