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NUTRITION

Ken Research’s production on baby food in Indonesia focuses on mkt trends
Monday, 02 January, 2017, 08 : 00 AM [IST]
Ken Research’s production, titled Baby Food in Indonesia, concentrates on offering extensive and highly detailed current and future market trends in the Indonesian market. The Indonesian baby food market further incorporates the scope of the market, the market share of different segments and the market profile of the various product sectors with the key features and developments.

Furthermore, it also examines the consumption data based upon a combination of industry research, fieldwork, market sizing work and in-house expertise to offer extensive data about the trends and dynamics affecting the industry.

This production examines the prospects of this market and their purchasing patterns or attitudes towards baby food, and offers the current and forecast behaviour trends in each category to identify the best opportunities to exploit.

Indonesia’s National Populace and Family Planning Board plans to invest more government finances into education and services with the intention of simplifying the pressure an increasing population puts on housing, water, education and employment.

The challenges and responsibilities faced by Indonesian families in the future are anticipated to only get bigger. There is a need to address such issues as reproductive health and access to contraceptives by driving together world leaders and growth experts.

A low rise in Indonesia’s population helped economic growth during the era of former autocrat Suharto, which ended in 1998. Indonesia’s fertility rate went down over 30 years to 2.6 children per woman from 5.6 by 2002.

The population growth slowed from around 2.3 per cent to 1.4 per cent. But for ten years, starting in the early 2000s, Indonesia’s familyplanning programmes stagnated. There was no campaign, no accurate information, no promotion during that decade. Now it’s young people who haven’t been exposed to family planning.

Lower birthrates was a major reason for an economic growth not only in Indonesia, but across East Asia in the three-decade-long period ending in the 1990s. Fewer children elevated the working-age population and led to moresustainable development.

Competitive landscape
Baby food company Nestlé Indonesia continues to lead the market in Indonesia in 2016 with a predicted value share of 21 per cent, which fell by one percentage point from 2015. The company’s leading place can be attributed to its vast product portfolio, which incorporates milk formula brands such as Dancow, Lactogen and Nestlé NAN.

Dancow and Nestlé NAN led growing-up milk formula and other powder special baby milk formula, respectively, in 2015. The company’s robust position in milk formula has also been strengthened by strong quantity sales of dried and prepared baby food, which is its Cerelac and Gerber brands.

Current trends
In 2016, a number of novel milk formula products targeting particular health conditions in children were launched. Sarihusada Generasi Mahardhika, which is highly known for its SGM milk formula brand, has come up with SGM Digesmil for those  who have problems with digestion or highly sensitive stomach, and SGM PHPro with barely hydrolysed where protein for babies with a milk protein allergy.

Meanwhile, Wyeth Indonesia PT has also launched a novel product, S-26 Nutrisure Gold, for children aged 1-10 who lack poor eating habits. Baby milk continues to lead, and represented 92 per cent of the value sales in 2016, leaving little space for other kinds of baby food.

According to the Ken Research analyst, “Cereals claimedseven per cent of the retail sales, while other baby foods represented only 0.4 per cent of value sales.”
 
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