Local Herbal Products Begin to Expand Markets to International Level

Fri, 15 May 2026, 17:14 WIB | By indrastuti | Source: MEDIA_INDONESIA | Ekonomi

Amidst ongoing industrial and economic challenges, more Indonesian local brands are striving to survive and expand their markets through innovation, strengthening legality, and adapting to evolving consumer needs.

The herbal and wellness product trend continues to show growth in recent years. The Ministry of Industry stated that the shift in global consumer trends towards natural and herbal-based products is one of the factors driving the growth of Indonesia’s cosmetics and traditional medicine industry.

Meanwhile, the National Agency of Drug and Food Control (BPOM) at the Indonesia Wellness Festival 2025 stated that the economic value of the global wellness industry has reached approximately USD 7 trillion.

However, behind these opportunities, national herbal industry players also face considerable challenges. These range from lengthy licensing and legality processes, increasingly fierce market competition, public education, to the challenge of penetrating international markets with different regulations in each country.

These conditions are also felt by many local businesses, including Sanga Sanga, a Balinese herbal brand that is celebrating its 2nd Anniversary with partners and distributors from various regions in Indonesia with the theme “Berjaya Bersama Sanga Sanga”, in Bali, Thursday (14/5).

The journey of Sanga Sanga began with the long transformation of Bambang Pranoto’s herbal concoction, which has been known to the Indonesian people for more than a decade. In its development process, the company faced various phases of adjustment, starting from legal updates, BPOM and Halal permits, strengthening distribution, to re-educating the market about the brand identity.

The Founder & CEO of Sanga Sanga, Riva Effrianti, said that building a herbal brand in the current industrial dynamics requires long-term consistency, especially to maintain public trust. “There are many challenges that herbal businesses must face today. Not only about the market, but also how to maintain quality, meet regulations, build distribution, and continue to educate the public. We believe that process must be carried out gradually and consistently,” said Riva, Friday (15/5).

In the midst of this process, the company has shown quite positive market growth. In addition to expanding its national distribution network, Sanga Sanga products have also obtained CPNP or marketing authorization in Europe, which indicates that the products meet European Union cosmetic regulations. Sanga Sanga also recorded an important step at the international level through its participation as an Indonesian delegate in the WIPO (World Intellectual Property Organization) General Assembly 2025 in Geneva, Switzerland.

This presence is an important moment for the company to bring the Indonesian herbal brand to the global stage while also strengthening awareness of the importance of protecting intellectual property rights for the work and innovation of the nation’s children. This step is considered one example of how local herbal products are starting to try to expand opportunities in the international market.

The Ministry of Trade recorded that the Indonesian MSME business matching program in the first semester of 2025 successfully recorded potential export transactions reaching IDR 1.41 trillion. Meanwhile, according to the Ministry of Trade, as of June 2025, as many as 609 MSMEs have penetrated export markets.

The journey of various local herbal brands today shows that the industry based on natural ingredients still has great room for growth. However, at the same time, business actors are also required to be more adaptive in facing market changes, strengthening regulations, and increasing quality standards at the national and global levels.

In addition to strengthening the market, the company also continues to expand product innovation. In the momentum of its two-year celebration in Bali, Sanga Sanga introduced its latest product called Sanga Sanga Gatalin, which is formulated to help overcome itching and help maintain skin health.

Meanwhile, the Founder of PT Kutus Kutus Herbal, Bambang Pranoto, assessed that the current development of the Indonesian herbal industry opens up great opportunities for local works to develop more broadly, as long as quality and public trust are maintained. “Indonesia has a very large wealth of natural ingredients and herbal culture. The challenge now is how local products can continue to develop, be trusted, and be able to compete healthily in an increasingly broad market,” said Bambang. (H-2)

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