Select Country Report
Consumer Health in 2025: The big picture
Retail value sales of consumer health are expected to rise in current terms in Indonesia in 2025, driven by rising health consciousness, urbanisation, and the increasing accessibility of products through modern trade and digital channels. The recovery in consumer mobility since the COVID-19 crisis has continued to support impulse and on-the-go formats, especially within categories such as cough and cold remedies, sports nutrition, and vitamins. Urbanisation, especially in Jakarta, is further fuelling growth, as more people migrate to the city where a wider range of health products is available.
Key trends in 2025
Herbal and traditional remedies continue to hold significant relevance for consumers in Indonesia, both when it comes to addressing specific health concerns and enhancing immune function. These time-honoured solutions have long been favoured by middle-aged and elderly individuals, who often seek natural alternatives to modern medicine. This preference is rooted in cultural beliefs and a deep-seated trust in the efficacy of traditional practices passed down through generations. Moreover, as awareness of holistic health grows, younger consumers are also beginning to explore these remedies, attracted by their perceived safety and natural origins.
Competitive landscape
The consumer health market in Indonesia remains highly fragmented, with a competitive landscape shaped by both domestic and international players. Prominent local manufacturers such as Kalbe Farma, Tempo Scan Pacific and Sido Muncul retain strong positions by capitalising on their deep understanding of Indonesian consumer preferences. These companies emphasise traditional remedies and herbal products, tapping into cultural familiarity and trust, which is particularly important in a country where many consumers still prefer natural health solutions rooted in centuries-old practices.
Channel developments
Pharmacies and health and personal care stores are set to be the leading distribution channels for consumer health products in Indonesia in 2025. Expansion into cities and wider product assortments support the strength of these channels. Moreover, consumers appreciate the accessibility, reliability, and in-store consultations available in specialist health retailers, particularly Guardian and Watsons, which have continued to innovate with loyalty programmes and health screenings.
What next for consumer health?
Retail value sales of consumer health are set to continue rising over the forecast period, supported by increasing health awareness, lifestyle diseases, and greater product availability in rural and semi-urban areas. Economic stability and growing disposable incomes will allow more consumers to prioritise preventive care, while continued digital innovation will drive market expansion beyond major cities.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Indonesia?
- Which are the leading brands in Consumer Health in Indonesia?
- How are products distributed in Consumer Health in Indonesia?
- How has the regulatory and operating environment for Consumer Health changed in Indonesia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Indonesia
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Indonesia
KEY DATA FINDINGS
Value sales of analgesics increase in 2025
Dynamic smaller companies
Distribution strategies
Value sales of analgesics are expected to rise over the forecast period overall
Digital and technological advances
Health and wellness trends
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Sleep Aids in Indonesia
KEY DATA FINDINGS
Shifting consumer attitudes towards sleep and rest
Brand dynamics and market competition
Health and personal care stores leads distribution
Changing consumer attitudes to support growth
Innovation and digitally enabled sleep solutions
Evolving wellness culture and sustainability awareness
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Indonesia
KEY DATA FINDINGS
Value sales of cough, cold and allergy (hay fever) remedies increase in 2025
Local companies retain consumer trust
Pharmacies leading in Indonesia
Multiple factors driving growth
Format innovation
Health and wellness development
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Indonesia
KEY DATA FINDINGS
Shifting skin health priorities and consumer behaviour
Competitive dynamics and brand momentum
Distribution landscape and channel performance
Forecast direction and market outlook
Innovation and tech-driven expansion
Wellness, sustainability, and regulatory movement
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Indonesia
KEY DATA FINDINGS
Value sales of digestive remedies increase in 2025
Competitive landscape
Health and personal care stores and pharmacies are the leading distribution channels
Value sales of digestive remedies are expected to rise over the forecast period
Innovation in digestive remedies
Health and wellness trends shaping demand
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in Indonesia
KEY DATA FINDINGS
Shifting consumer habits and demand drivers
Rohto Laboratories Indonesia stays out in front
Consumers trust health specialists in retailing
Further growth anticipated
Innovation and digital integration
Health-first mindsets and regulatory guardrails
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
Wound Care in Indonesia
KEY DATA FINDINGS
Consumers stock basic wound care items at home
Beiersdorf Indonesia remains dominant
Health and personal care stores leads sales
Efforts to improve first aid literacy to boost demand
Product innovation and tech integration
Wellness culture, sustainability, and regulation
Table 49 Sales of Wound Care by Category: Value 2020-2025
Table 50 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Wound Care: % Value 2021-2025
Table 52 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 53 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Indonesia
KEY DATA FINDINGS
Wellness mindset moves into the mainstream
Local brands highly visible in mid-tier segments
Health and personal care stores is the leading distribution channel
Long-term lifestyle shift to support growth
Technological enhancements
Ongoing development of regulatory environment
Table 55 Sales of Sports Nutrition by Category: Value 2020-2025
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 57 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Indonesia
KEY DATA FINDINGS
Expanding middle class and growing health literacy
Tempo Scan Pacific is the leading player
Fragmented distribution landscape, with e-commerce growing fast
Shift towards preventive health practices supports demand
Innovation in products and technology
Ongoing evolution of the wellness landscape
Table 61 Sales of Dietary Supplements by Category: Value 2020-2025
Table 62 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 63 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 64 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 65 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 66 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 67 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Indonesia
KEY DATA FINDINGS
Evolving consumer behaviour supporting demand
Bayer Indonesia retains lead
Pharmacies leads a fragmented distribution landscape
Wellness-first living driving up demand
Innovation, digitalisation, and product diversification
Regulatory oversight, rising health awareness, and sustainability
Table 68 Sales of Vitamins by Category: Value 2020-2025
Table 69 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 70 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Vitamins: % Value 2021-2025
Table 72 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 73 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 74 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Indonesia
KEY DATA FINDINGS
Shift in consumer perspective supports growth
Herbalife still on top, but slimming teas hints at changing competitive environment
Direct selling leads distribution of weight management and wellbeing
Evolving approaches to weight management and wellbeing routines
Innovation and digital wellness integration
Regulatory, health, and sustainability developments
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Indonesia
KEY DATA FINDINGS
Strong tradition of using herbal products
Sido Muncul benefits from wide-ranging use of Tolak Angin brand
Health and personal care stores and pharmacies lead, but warungs have important role to play
Strong potential for the development of local industry
Digitalisation and innovation in the herbal space
Rise of wellness culture and increasing emphasis on sustainability
Table 81 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Indonesia
KEY DATA FINDINGS
Growing urban middle class supporting growth
Soho Industri Pharmasi extends lead
Parents appreciate expert advice and recommendations
Growing awareness of child health and development
Digital platforms play increasingly central role
Health authorities scrutinise paediatric formulations
Table 87 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 89 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 90 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 91 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 92 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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-
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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-
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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