PROSPECTS AND OPPORTUNITIES
Wellness-first living driving up demand
Retail value sales of vitamins are projected to continue rising steadily over the forecast period, albeit at a more moderate pace than during the COVID-19 years. The structural shift towards wellness-first living is expected to anchor long-term demand, especially as more Indonesian consumers internalise the perceived benefits of daily micronutrient intake to prevent illness, improve energy, and support ageing.
Innovation, digitalisation, and product diversification
Indonesia’s vitamins category is becoming more sophisticated, with brands racing to innovate across both product and service dimensions. Functional blends are becoming more tailored, offering immunity + energy support, sleep + stress relief, or beauty + gut health combinations.
Regulatory oversight, rising health awareness, and sustainability
The Ministry of Health and BPOM have been actively monitoring the rapidly growing supplement vitamins space, ensuring that claims made on vitamin labels are accurate and substantiated. The crackdown on misleading advertisements, particularly on social media, will shape how brands communicate with younger audiences moving forward.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins 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.
If you're in the Vitamins 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 Vitamins 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 Vitamins in Indonesia?
- Which are the leading brands in Vitamins in Indonesia?
- How are products distributed in Vitamins in Indonesia?
- How has the regulatory and operating environment for Vitamins changed in Indonesia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in Indonesia - Category analysis
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
Consumer Health in Indonesia - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
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