Hey growth getters!

The nutrition brands out there are getting intense. Everyone’s pushing calcium and protein, but the real win is keeping people coming back. The brands that stand out don’t just fill glasses, they shape habits and emotions. That’s why Anlene, Entrasol, and Ensure are in the same race: earning trust, building routines, and staying top of mind.

Brands investing heavily in loyalty mechanics, not just ads, but habits and relationships.

According to Euromonitor (2024), Indonesia’s adult milk and functional nutrition segment has grown over 8% annually in the last three years, driven by two big shifts:

1. A rising “healthy aging” population (35+ age group), and

2. A growing younger segment seeking daily performance & prevention, not just recovery.

A Salesforce “Connected Customer” report (2023) found that 66% of consumers switch brands if they feel unseen or disconnected, even when product quality is similar.
And Deloitte’s Human Connection Report (2022) revealed that brands that build emotional connection outperform competitors by up to 52% in lifetime customer value.

Who’s winning hearts vs wallets?

• Anlene nails community vibes; they get people to literally move together.

• Ensure owns the trust zone; strong medical backing builds confidence.

• Entrasol plays the loyalty long game, using Kalbe’s ecosystem to keep users engaged across brands.

  But, people don’t just want points; they want brands that cheer them on for being consistent.

Let’s discuss more about Entrasol’s Ecosystem Edge

While Anlene wins in community and Ensure dominates credibility, Entrasol has something neither of them have, the Kalbe ecosystem.

Through the KPoin loyalty platform, users can:

• Earn points from various Kalbe products.

• Join campaigns that reward healthy routines.

• Redeem rewards that reinforce their wellness journey.

This cross-brand strategy turns Entrasol from a “drink brand” into a daily health ritual, tapping into multiple touchpoints of the consumer’s life.

Key Takeaways

1. Health loyalty ≠ transaction loyalty. 

   It’s not just about discounts, it’s about emotional stickiness.

2. Community builds belonging. 

   Anlene’s group challenges show that people stay loyal when they move together.

3. Trust still wins older hearts. 

   Ensure reminds us that credibility drives retention in the 40+ demographic.

4. Habit = retention gold. 

   Entrasol’s ecosystem proves that rewarding consistency keeps consumers hooked longer.

5. The future of loyalty is hybrid. 

   Merging digital tracking + emotional storytelling will define who leads the next decade of wellness brands.

At the end of the day, strength doesn’t come from calcium, but it comes from connection

According to Bain & Co., when brands create habit-based engagement, retention can jump by nearly 45%. That says a lot that the real competition isn’t about who sells more milk, but who becomes part of someone’s daily rhythm. The future of loyalty isn’t measured in points, it’s measured in presence. The brands that feel most human will always win that game.

That’s it for this week.

Stay curious, stay strategic, see you in the next one 🏃‍♂️💛 

Monica & Co. Business Advisory Team

P.S.

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