The Sports Nutrition segment is a growing segment globally with a double-digit annual growth of more than 10% in the next 5 years, however this does not take into account the COVID-19 pandemic which could have dampened demand for the short to medium term.
From 2014 to 2018, product launches claiming high/added protein grew 211%. According to a major research conducted by NZMP, around 7 in 10 consumers in Vietnam, Thailand, Malaysia and Indonesia were using exercise to manage waistlines, with Indonesia being the 3rd largest sports protein market in ASEAN.
The NZMP research had also unveiled that 9 out of 10 Indonesians were aware of protein and its benefits. In addition, protein was ranked 2nd in importance when it came to nutrients sought by Indonesians.
In this survey done across Indonesians of all age groups (with sample size of 746) from 13 to 70 years old, they were asked ‘Which would you say best describe your consumption of protein compared to 2 years ago ?’, and the survey found that 50% of those aged 25-29 had consumed more protein at 50% followed by the younger age group (18-24) at 46%. (See Chart 1.0). This showed that protein consumption was a growing concern of the younger age group who were more sporty and exercised more, however there were also high consumption among the middle age groups.
Indonesians had also ranked their top sources of proteins and they were in the descending order of importance – meat, fish, eggs, dairy and fruits. In addition, 46% of those surveyed prefered animal proteins over plant proteins (28%) and no preference (26%).
At the time of the survey, most of the Indonesians had also a misconstrued idea that supplemental protein was only needed for shaping their body or enlarging muscle mass.
The following Chart 2.0 showed the Top 10 Health and Wellness concerns by Indonesians and how food and drinks can help address these concerns. It can be seen that 3 out of 10 health and wellness concerns (marked in green color) seemed to be aligned to protein benefits.
