JAKARTA - PT Industri Jamu and Pharmacy Sido Muncul Tbk (SIDO) is ready to launch healthier non-carbonated sweetened beverage products. The product is part of the company's expansion strategy to the youth consumer segment, especially Gen Z and millennials.
This step follows the cancellation of the plan to implement sweetened beverage excise, which is considered a positive catalyst for the light beverage industry, including ready to drink (RTD) products.
SIDO President Director, David Hidayat, explained that the government's decision not to impose excise duty opened up new growth opportunities for Sido Muncul in the ready-to-consume beverage market.
"SIDO has strong growth potential in the RTD beverage segment, especially ahead of the dry season and holiday period. Our focus is not only on volume, but also innovation and added value health," said David, quoted on Wednesday, June 25.
The new product under development is a non-carbonated sweetened drink with a healthy formulation, designed to answer healthy lifestyle trends and taste preferences that match the characteristics of the younger generation.
SIDO carries a consumer-based research and development approach, including reformulation of products with reduced sugar levels without compromising taste. The focus of innovation is focused on creating functional drinks that combine natural herbal extracts to add value to the benefits.
"We see great opportunities in the value-for-health segment, where herbal products and RTD can complement each other and strengthen differentiation," continued David.
Referring to data from the Indonesian Food and Beverage Entrepreneurs Association (Gapmmi), the sweetened beverage industry is projected to grow by around 6 percent per year, reflecting the huge market potential.
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To reach a wider market, SIDO will strengthen distribution through traditional and modern canal networks, as well as deepen penetration on digital platforms.
"We will optimize digital marketing to improve brand awareness and expand consumer preferences for our products, especially among young people," he added.
With a strong herbal ecosystem and a strategy that targets a healthy lifestyle, Sido Muncul hopes that his new beverage products can be the main choice of a new generation who care about health without sacrificing comfort and taste.
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