Indonesia

Context and Key Challenges

Indonesia faces a significant burden of Iron Deficiency Anemia (IDA), with more than one-third of children under five affected. Despite its recognition as a national health concern, screening rates and preventive measures remain limited, and treatment approaches are not yet optimal.  

Public understanding also remains low, with widespread misconceptions among caregivers: for example, confusion between anemia and other conditions such as high blood pressure, or the belief that iron is primarily “good for the bones.” Screening continues to rely largely on blood tests, routine population-level screening is limited, and interventions have traditionally focused on iron supplementation tablets rather than broader prevention strategies. 

Against this backdrop, IronUp! is working to strengthen the response to IDA through a more comprehensive approach. This includes providing accessible, affordable fortified products, raising public awareness, and supporting educational initiatives and scientific consensus-building around IDA and healthy diets. IronUp! also collaborates with government and other key stakeholders to help strengthen national action on Iron Deficiency Anemia and improve early detection, prevention, and nutrition outcomes. 

Key Country-Level Statistics

35%

Indonesia's 2023 national health survey reports Iron Deficiency Anemia in 18% of women aged 15 to 49 and 35% of pregnant women

1/3

More than 1/3 of Indonesian children under 5 years old have IDA

The IronUp! Program: Danone's Framework for Action

Iron Up! is the first global program of its kind that is set to positively impact the health of young children around the world at risk of or impacted by IDA.

Under IronUp!, Danone accelerates its decades-long effort across three foundational pillars of increasing awareness of IDA, partnerships to positively impact health and science-based, consumer-centric nutritional solutions. This is reflected in Danone's public commitment to deliver 14 million screenings between 2026 and 2030 and ambition that screening becomes routine for all children as part of effective IDA prevention.

Make – Partner – Serve is Danone’s strategic framework that guides the IronUp! Program.

Make

IDA top-of-mind for all key stakeholders

Partner

For systemic change

With superior, affordable, unique solutions

Serve

IronUp!’s Approach to Make Across Indonesia

In Indonesia, stunting dominates on the national health agenda, creating structural competition for IDA resources and policy attention. Many mothers cannot define IDA, sometimes confusing it with hypertension. Where IDA is known, the role of iron specifically is often misunderstood.

IronUp! is working to combat this by conducting screening and awareness campaigns in person and online. Using the Iron Intake Questionnaire (IronQ), IronUp! has created a funnel for families to screen their children for IDA, educate parents on the importance of iron, and offer practical product solutions for families to help increase their iron intake.

How does IronUp! MAKE IDA Top-of-Mind for All Key Stakeholders?

Conducts in-person screening campaigns using non-invasive Hb devices  and digital screenings using the Iron Intake Questionnaire (IronQ)
Makes the E-Nutri Digital app available to every midwife alongside digital screening and educational materials
Trains HCPs on IDA
Partners with relevant and influential social media persona to spark and drive conversation
Activates campaigns with large national retailers to reach more Indonesian households
Runs grassroot community campaigns on the ground to engage with parents directly
Leverages the Indonesian National football team to bring IDA into mainstream culture
Develops Superkids study on SGM Growing-Up Milk contribution to daily iron intake  
Carries out IDA prevalence studies

IronUp!’s Approach to Partner Across Indonesia

Despite IDA being recognized by Indonesian government as a national health issue, there has been relatively low awareness and dialogue to address the issue on the national level as the government’s key focus remains on stunting.

To help create more awareness at a systemic level, IronUp! has partnered with the Indonesian Midwife Association to screen 1 million children for IDA. IronUp! also hosts expert meetings to contribute to establishing an IDA Mandatory Screening consensus at the midwifery level across Indonesia.

How does IronUp! Partner with Local Authorities and Key Stakeholders for Systemic Change?

Initiates partnerships with the Indonesian Pediatric Society , the National Nutrition Agency, Ikatan Bidan Indonesia (Midwives), Family Planning Agency (KKBN) , Ministry of Women Empowerment and Child Protection and Ministry of Education 
Convenes expert meetings to contribute to establishing an IDA Mandatory Screening consensus at the midwifery level across Indonesia.

IronUp!’s Approach to Serve Across Indonesia

IronUp! and Danone are prioritizing relevant, affordable, and fortified products that families can use to supplement healthy diets.

Once a family takes the Iron Intake Questionnaire (IronQ) and receive their results, they are given key recommendations and next steps. Among these steps include links and information on Danone’s key offerings.

How does IronUp! Serve with superior, affordable, and unique solutions?

Launches of IronBiotics and SGM Explor with IronC to offer accessible, iron-rich foods.

Read More About IronUp!’s Work in Indonesia

Anisa Alifah is a mother from Indonesia whose son was diagnosed with IDA

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Understanding IDA Through Parents’ Experiences In Indonesia

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