Infant Milk Report period January 2021

1. Infant Milk Market
At Indonesian
Top Marketplaces
E-Commerce Sales Reports
Sources : Shopee & Tokopedia
Powered by
JANUARY
2021

2. Marketplace
Shopee & Tokopedia
Brands
Bebelac, Dancow, Frisian
Flag, Lactogen, Lactogrow,
Morinaga, Nutrilon, SGM,
S-26, Vidoran
Method
Online Crawling
Data Period
January 2020
Category
Infant Milk
METHODOLOGY
Tools

3. MARKET INSIGHT
REPORT
Summarized Analytic Reports
Section 1

4. 12.70
Bio
8.1
Bio
5.14
Bio
0.78
Bio
4.76
Bio
4.36
Bio
3.17
Bio
2.65
Bio
2.62
Bio
2.24
Bio
1.23
Bio
51.3 Bio
Market Cap
10.6K
Average item sold in a day
7.9K
Number of Shop with
Transaction at least 1
39.4K
Number of Product Listing
with Transaction at least 1
HOW BIG INFANT MILK MARKET IS?
E-Commerce Statistics
January 2021
Brands Sales

5. INFANT MILK
MARKET CAP
By Marketplace
JANUARY
2021

6. Brand Market Share
By Sales Value
JANUARY
2021

7. By Sales Volume By Sales Value
Even though Bebelac sales volume was
halved compared to Dancow, its sales
value was identical.
Data suggests Bebelac product pricing is
higher than Dancow.
Sales Volume VS
Sales Value
JANUARY
2021

8. MOST POPULAR
PRODUCT
By Sales Volume
JANUARY
2021

9. TRANSACTION
VOLUME
By Province
Greater Jakarta owns almost 50% of
the country transactions volume. And
the number becomes 92% with all
provinces in java accumulated
All province in java leading by Dancow,
SGM and Enfa comes at 2nd and 3rd
JANUARY
2021

10. Top Official Shop (Sales Volume)
#1 SGM Official Shop (shopee)
14.2K
#2 Dancow Official Store (Shopee)
13.3K
#3 Enfa A+Official Shop (Shopee)
10.5K
#1
14.2K
#2
13.3K
#3
10.5k
SHOP
9 Listings
Average of listing number
a shop had
41.2K
Number of Shop
registered on
marketplace
7.9K
Number of Active Selling Shop
Top Official Shop (Sales Volume)
JANUARY
2021

11. # Of Shop
28.786
By Sales Volume
JANUARY
2021
SHOP
POPULATION
JANUARY
2021

12. 71.2%
22.8%
28,7K
59,2%
16
40,8%
Number of
Official Shop
Other
Shop
Official
Shop
Sales
Volume
Sales
Value
Number of
Other Shop
Sales
Volume
Sales
Value
Official Shop & Other Shop
JANUARY
2021

13. 206.9K
Number of Listing
11.7K
Number of
Active-Selling Listing
Listing
JANUARY
2021
Distribution of Listing Population by
Brands

14. Buyer Behaviours
Favorite week to buy
(average sales volume)
Favorite day to buy
(average sales volume)
JANUARY
2021

15. Discount group between 1% - 20% has to be most
selling and had the most listing.
MOST POPULAR
DISCOUNT GROUP
AND THEIR SALES
JANUARY
2021

16. JANUARY
2021
MOST POPULAR
PRICE GROUP AND
THEIR SALES

17. TRANSACTIONS
VOLUME BY
BRAND AND
MARKETPLACE
Example of Cross-Dimension Report for
Deeper Analysis
Section 2

18. TRANSACTION
VOLUME
Top brand transaction volume on January 2021
10.6K
Average number of Item Sold
a day
Brands - Marketplace - Sales Volume
JANUARY
2021

19. Brands can be categorized into 2
groups based on pricing.
Economic
Average Price
< 150 K/pack
SGM
Nestle
Dancow
Frisian Flag
Nestle
Lactogrow
Premium
Average Price
> 150K / Pack
Enfagrow
Morinaga
Bebelac
S-26 Procal
Gold
Nutrilon
Vidoran
BRAND
SEGMENTATION
(PRICING BASED)
By Sales Value
JANUARY
2021

20. By Sales Volume By Sales Value
Similar to earlier situation, the s-26
brand was behind Nutrilon on sales
volume but slightly ahead on sales
value due to pricing differences
TRANSACTION
VOLUME
Brands - Pricing Segment
JANUARY
2021

21. Intro
PRODUCT SEGMENTS
(Age based)
JANUARY
2021
Dancow 1+, Lactogen 1,
S-26 Promil Gold Tahap 1,
SGM Ananda 1
SGM Eksplor 1 Plus
Vidoran 1
Vidoran Xmart 1+
Enfagrow A+2
Lactogrow 2
S-26 Gold Tahap 2
S-26 Promil Tahap 2
SGM Ananda 2
1 Years Old 2 Years Old
Bebelac 3
Bebelac Gold 3
Dancow 3+
Enfagrow A+3
Enfagrow Essential 3
Lactogrow 3
Nutrilon Royal 3
Nutrilon Royal Prosyneo 3
S-26 Procal Gold Tahap 3
S-26 Procal Tahap 3
SGM Explor 3 Plus
Vidoran 3+
Vidoran Xmart3+
Bebelac 4
Enfagrow A+4
Enfagrow Essential 4
Lactogrow 4
Nutrilon Royal 4
S-26 Procal Gold Tahap 4
S-26 Procal Tahap 4
S-26 Prmise Gold Tahap 4
S-26 Prmise Tahap 4
Bebelac 5
Dancow 5+
SGM Eksplor 5 Plus
Vidoran 5+
Vidoran Xmart 5+
3 Years Old 4 Years Old 5 Years Old

22. JANUARY
2021
MARKET SHARE
By Age Based Segments

23. Excluding babies age segment from the
chart, mainstream product lead sales
volume share by 81.3%
TRANSACTION
VOLUME
by Product Segment
Babies age Segmentation - Pricing
Segmentation - Sales Volume
Share of Sales Volume on January 2021
Mainstream products leading almost on all babies age segments except on 4 years
old group, 58% dominated by premium products
JANUARY
2021

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