mayo in indonesia
TRANSCRIPT
About Egg Market in Indonesia
CountriesPopulation (million)*
GDP (US$ billion)Eggs
Consumption per year (tons)**
Indonesia 246.9 878 1,439,427.00
Malaysia 29.24 305 568,425.60
Singapore 5.3 274.7 21,200.00
Brunei Darussalam
0.412 16.95
Source. World Bank (2012)* | poultryIndonesia (2011)**
Eggs Market Size
Eggs consumption in Indonesia : 116.6 eggs / person / year
28.788.540.000 eggs per year
1.439.427 tons per year
Source. Poultry Indonesia
This amount is only the number of eggs consumed directly
exclude required by the Food Industry in
Indonesia
Eggs Consumption
157 companies laying chicken breeders *147.279.470 laying chickens **1.223.718 tons of eggs ***
Source.(*) Central Bureau of Statistics(**) Director General of Livestock(***) Director General of Livestock
157 laying chicken breeders companies
147.279.470 laying chickens
1.223.718 tons of eggs
Eggs Supply
Channel of Distribution• Modern Trade• Traditional Trade
The report on Indonesian consumers released by Bain &Company, in collaboration with Kantar Worldpanel,highlighted that traditional trade, encompassing wetmarkets and warung [small stall], drove 85.2 percent of theUS$95 billion grocery retail value attained in 2012
Modern Trade, 15%
Traditional Trade, 85%
Value:US$ 95,000,000,000
Grocery Retail (FMCG) Indonesia market in 2012
Source. JakartaPost | 13 Dec 2013
Traditional Trade
traditional market12,559*
(*) Financeroll.co.id |February 2014
Channel of Distribution
Premium Supermarket Supermarket
Minimarket
Convenience Store
Modern Trade
99 Ranch MarketCarrefourFoodmartGiantHypermart IndonesiaKem ChicksLotte Mart (Formerly Makro)Marks & SpencerThe Foodhall (Formerly Sogo-Supermarket)
BormaBromo SwalayanChandra (mostly located in-Lampung)Griya (mostly located in West-Java)Hero SupermarketHari HariSinar Supermarket (mostly-located in East Java)Super IndoYogya mostly located in West-JavaLotus
AlfamartIndomaretCeriaAlfamidiYomart
Circle K7ElevenLawsonMiniStop
around 20,000 outlets*
(*) : marketing.co.id | Jan 2013
“Sebagian besarconvenience store
memakai ijin usaharestoran”
Channel of Distribution
Total omzet penjualan ritel modern mencapai Rp 135 triliun pada tahun 2012 dan diperkirakan pada tahun 2013 mencapai Rp 150 triliun (65 persen makanan dan 35 persen non makanan). Dari jumlah belanja makanan, hypermarket mengambil porsi 35 persen, minimarket 35 persen dan supermarket 30 persen. (source. Wartakota,6 Juni 2013)
Egg ProductsCategory : mayonnaise
Click to view website
Producer : PT Miwon Indonesia
Factory location : • Gresik, East Java, Indonesia• East Jakarta, Indonesia
Brand : Mayonais MamaSuka
Size :• Sachet 25gr• Sachet
100gr• Bottle 300gr• Bottle 480gr• Pouch 1Kg• Bottle 3L
Egg ProductsCategory : mayonnaise
Click to view website
Producer : PT Ajinomoto Indonesia
Factory location : • Mojokerto, East Java,
Indonesia
Brand : Mayumi
Size :• Sachet 25gr• Sachet
100gr
Click to view TVC
Egg ProductsCategory : mayonnaise
Click to view website
Producer : PT Java Egg Specialities
Factory location : • Telaga Mas V/1
Cikupamas Industrial AreaTangerang
Brand : Euro Gourmet
Size :• Bottle 290gr• Pouch 1Kg
Egg ProductsCategory : Liquid Egg
Click to view website
Producer : PT Java Egg Specialities
Factory location : • Telaga Mas V/1
Cikupamas Industrial AreaTangerang
Brand : Jess
Size :• Pouch 2Kg
Egg ProductsCategory : mayonnaise
Click to view website
Producer : PT Lasallefood Indonesia
Factory location : • Jl. Raya Jakarta Bogor KM 31
Cimanggis, Depok
Brand : Maestro Mayonnaise
Size :• Sachet 25 gr• Sachet 100 gr• Bottle 225 ml• Bottle 300 ml• Pouch 1Kg• PET bottle 3000 ml
Egg ProductsCategory : mayonnaise
Click to view website
Producer : Home IndustryOma Emi
Factory location : • Ruko Griya Bintara Indah Jl.
Bintara Raya Blok AA No. 2, Bekasi, West Java, Indonesia
Brand : Oma Emi
Size :• Pouch 1Kg
Egg ProductsCategory : mayonnaise
Click to view website
Producer : Unilever
Factory location : • Bekasi, West Java• Surabaya, East Java
Brand : Bestfoods Mayo Magic
Size :• Plastic 3L• Plastic Tub 5.5L
Egg ProductsCategory : mayonnaise
Click to view website
Imported/Producer : PT Kewpie Indonesia
Factory location : • Under construction at Bekasi,
West Java
Brand : Kewpie
Size :• Plastic 130ml• Pouch 500gr
Egg ProductsCategory : mayonnaise
View TVC
Producer : PT Intan Kenkomayo Indonesia (Japfa Comfeed Indonesia Group)
Lokasi pabrik : • View website Japfa Comfeed
Brand : O-Mayo
Size :• Sachet 25gr
News about O-Mayo
Kenko Group, Japan
Indonesia Potential Market
150,000,000 middle class income in 2014
Shopper in Middle Class Income
Indonesia Potential Market
Indonesian traveller - Shopper in Middle Class Income
Indonesia Potential Market
Asia’s middle class is on track to comprise 52 percent of the region’spopulation by 2020, with the fastest emerging middle classes hailingfrom Indonesia, the Philippines, Thailand, Malaysia and Singapore,according to Nielsen estimates. With US$5.3 trillion in new householdconsumption, expenditures are up for grabs. Are you ready for the nextbig “shopportunity”?
Indonesia is at the forefront of this trend, with a middle-incomesegment that we expect to more than double in size by 2020. Muchattention has been focused on Asia’s two biggest growth engines—China and India—but now is the time to get better acquainted withwhat drives and motivates Indonesian shoppers.RISING CONFIDENCE AND UPGRADING BASKETS
Indonesians are confident about tomorrow, but they are also mindful oftheir budgets today. Historically, the country’s high consumerconfidence scores consistently top Nielsen’s global rankings, andIndonesians typically report household budget flexibility that farexceeds the global average. So while Indonesians are eager to upgradetheir shopping baskets, they will likely do so judiciously and prudently.
Indonesian shopping baskets are increasingly dominated with premium-type products, reflecting their rising aspirations. Analysis undertaken byNielsen of 13 fast-moving consumer goods (FMCG) categories revealedalmost half (46%) of the products were categorized as premium, 32percent were mainstream, and 22 percent were value-oriented. About60 percent of the products that make up the super-premium basket arediscretionary items in categories such as chocolates, biscuits andmoisturizing creams dominated by multinational companies.
But going premium is not about spending irresponsibly. The best way tomerchandise premium categories to the discriminating Indonesianshopper is to visibly show price tags to aid comparison spending. Andimage counts and superior packaging are the shelf talkers that speakvolumes to these consumers.
TRADE WARS AND THE BATTLE FOR MARKET SHARE
Today, traditional trade (from small roadside vendors, food stalls, etc)holds a majority share (54%) of the retail landscape across SoutheastAsian markets, but that share is eroding. By 2020, Nielsen estimatesthat modern trade (from sources like big retail chains andsupermarkets) will take the lead with 53 percent of the market. Becausenot all stores are created equal, the best way to leverage the rightchannel is to know the who, what and how of shopper behavior.
As in almost any country in the world, Indonesian women are the keyinfluencers in both modern and traditional trade stores. But as a newlymiddle class female Indonesian consumer becomes savvier about hershopping prowess, she cares about choice—not just price andpromotions. Smaller pack sizes and daily promotions will appeal to her,as the majority of trip missions are planned and occur daily.
Winning practices will include good, better and best pricing tiers, pack-sized incentives that meet daily-shopping needs and a differentiatedvalue proposition that sets your products apart. The opportunities toengage with the growing middle class are abundant, but you’ll need tonurture the consumer up the value chain to ensure success.
Meet the New Indonesian Consumer Class of 2020
Source. Nielsen.com | 19.March.2014
Indonesia Potential Market
It's 6:15am on a Sunday morning, and waves of people are breaking over the Sudirmantraffic artery in central Jakarta. Hundreds of thousands of cars traverse Sudirman throughthe week, slowing almost to standstill during peak hours. But every Sunday morning,designated Car Free Day, Sudirman is given over to thousands of cyclists, runners andstrollers.It's a pageant of lycra-clad executives on expensive road bikes, young people on fixies inbright colours, and the occasional swarm of kids from nearby neighbourhoods on creakyold bikes too big for them. Runners wear Skins and smartphones. In an urban culture wherebeing seen on the street used to be a sure and stigmatising marker of poverty, investmentbanks now sponsor fun rides and social running clubs organise over Twitter ('#marilari', or'let's run').Meet Indonesia's growing, aspirational middle class. Indonesia has always been big, but it'sIndonesia's growing economy that has caught Australia's attention in recent years.Indonesia is the world's 16th largest economy (Australia is 12th), and the transition ofmillions of Indonesians out of poverty into a 'consuming class' is a big part of thatcontinuing growth story.But, some perspective. Much of the hype is about the emergence of a middle class that isactually still very poor.Boston Consulting Group estimates that Indonesia is home to 74 million 'middle class andaffluent' consumers, with that number set to rise to 141 million by 2030. McKinsey counts45 million members of a 'consuming class', which it estimates will increase to 135 million by2020. But both are setting the bar very low. McKinsey, for example, is counting householdswith earnings of just US$7500 per year at purchasing power parity rates — hardly a fortune.Market analysts get very excited about this group because they are just beginning topurchase beyond subsistence level. Catherine Eddy, Marketing Director for Nielsen inIndonesia, explains, 'Whereas previously you might have washed your dishes and yourclothes with the same soap, now you will buy separate soap products.' But soap alone doesnot a middle class make.Indonesians themselves often use the term 'middle class' to describe people who are, bylocal standards, very rich. Matthew Wai-Poi, a World Bank analyst, estimates that about82% of Indonesia's population,or approximately 200 million people, live on less thanapproximately US$4 per day (all figures cited are in US dollars using purchasing powerparity, unless otherwise stated). Just under half of those subsist on less than $2 per day,still abjectly poor by any standard.Just 18% of Indonesians (44 million odd people), living on between about $4 and $20 perday, are starting to acquire some of the trappings we might recognise as middle class. Inthis bracket, people are starting to be able to air condition their homes (16%); in cities, 25%will own cars. The middle class is an urban phenomenon: 26% of city populations aremiddle class, compared to 9% in rural areas. Globally, the International Labour Office hasestimated the global 'developing middle class' at 1.4 billion people, and finds its membersare living more healthy and productive lives than previous generations.Kasno, a 33 year old 'office boy' and general handyman working in east Jakarta, isillustrative of this group. His parents were poor farmers but Kasno finished high school andmoved to Jakarta fifteen years ago. For several years he bought and sold second-handmotorbikes on the side to supplement his income. Five years ago, he gave away themotorbike business and went into house
than ever. Last year, Indonesians took 63 million domestic flights, mostly on low costairlines. Just about everyone in Indonesia has a mobile phone, and cheap Chinese brandsare making smartphones affordable.A person living on $20 per day is not going to spend four of those dollars on a Frappacino atStarbucks, but the proliferation of instant coffee blends in supermarkets (not to mentionthe proliferation of supermarkets themselves) indicates the appetite for small luxuries.Catherine Eddy again: 'Indonesians think, "I'm reading all the time that I deserve to be ableto try new products, go to the mall, experience this lifestyle. The country is moving ahead,and were all making more money". And that confidence is self-perpetuating’.In fact,Indonesians are consistently found to besome of the most confident consumers in theworld. They believe their families will be better off next year, and that their children willhave better lives than their own. Education is a key aspect of this, and the more affluentclasses are investing more in education at all levels. Kasno is adding a second floor to hissmall home. It will include a study for his two boys, the oldest of whom is in primary school.'My parents told me to do my homework, but they didn't help me with it. We don't want toeducate our children in the same way that our parents educated us. For example, we wantto provide space to study. We also give them space to play. We have a computer at home.'he says.According to government sources, just a tiny sliver of Indonesian families — less than halfof 1% — enjoy incomes that even start to approach those in Australia. Those fortunatefamilies live (very roughly) on the equivalent of about AU$45,000 per year or more. To putthat into perspective, the median household of two adults and two kids in Australia in 2012had a net disposable income of AU$90,500. Official Indonesian data very likelyunderestimates this group, probably by a couple of million people at least, in part becausethe wealthy don't respond to household surveys.Still, in a huge country like Indonesia even small fractions translate into big numbers inpopulation terms. And suddenly there you are, dodging swarms of lycra-clad cyclingenthusiasts on Sudirman on Sunday morning.
Meet Indonesia’s middle class
Source. The Interpreter | 19.February.2014
Indonesia Potential Market
Minister of Trade Muhammad Lutfi said Indonesia has a middle classpopulation of 150 million people, the biggest in Southeast Asia. It'sbecome a magnet for foreign investors who want to invest in the country.
"Foreign investors observe the Indonesian middle class population isgrowing. Established middle class will support a good industry so that theresulting product not only dominate the regional market but alsoglobally," said Lutfi yesterday (26/3)
Lutfi added that this year's middle-class population in Indonesia ispredicted to reach 150 million people. This figure, according to him, willnot be overtaken by other countries in Southeast Asia.
"Our middle class population of 150 million people this year, it tripled thePhilippines, Thailand fourfold, fivefold Malaysia, Vietnam and 6-7 fold," heexplained.
The rising middle class population that would be followed by a shift in amore settled lifestyle. "For example, when the per capita income of USD3,000 people already can then buy a second TV in the house. Then whenthe per capita income of USD 5,000 people have been going shopping tobuy his first car," he said.
Therefore it is not surprising that many investors are eyeing the marketpotential of the middle class. Investors wishing to develop or build a plantrelated to the needs of the middle class.
"Like a car factory, now many principals set up a factory in Indonesia.Market and production in Indonesia is good," he said.
In the automotive field, Lutfi see there is still very large. Because the rateof car ownership in Indonesia is still low.
In Japan, of 1,000 people, more than 5,000 people had cars, while inIndonesia, only 40 of the 1,000 people who already have a car, or fourpercent. Course it's a very big opportunity," he added
Investors Tempted Middle Class
Source. Jpnn.com | 27 Maret 2014
Indonesia Potential Market
Marketing Communication
Connected peopleTechnology savvy
How can we reach this huge market?
Smartphone 65%Desktop pc 52%Notebook 45%Tablet 45%Internet penetration 72,700,124
Source. US Census Bureau, InternetWorldStats, ITU 2013APJII, Indonesia internet profile, dec 2012
67,000,000 users
58,000,000 users
53,000,000 users
23,000,000 users
Source. GlobalWebIndex Jan.2014
Indonesia Media Usage
Thank You