FMCG MONITOR

An integrated view of Indonesia FMCG

market

FULL YEAR
2015
1
© Kantar Worldpanel
EXECUTIVE
SUMMARY
Compared to Compared to previous
November 2015, ID years’ growth, FMCG
inflation in December growth in 2015 is dropping
2015 decreased from quite steep. Economic

1 2
4.89% to 3.35%. slowdown impacting
The average rate for consumers behavior, as
USD 1 is Rp 13,960- well as FMCG categories.
at end of December
2015

Throughout 2015, all

trade channels are During difficult
With 15% value growth,
impacted by the economy time in 2015,
10% volume (L) and 1.4
economic slow down consumers tend to

3
penetration points

4 5
since people also less behave differently
growth, dish wash
frequent to shop. compared to previous
comes up as the hottest
years. Find out more
category of 2015
in this section.

2
© Kantar Worldpanel
MACRO TREND
1 KEY
INDICATOR

- 3.35%
Compared to November 2015, ID inflation in December 2015 decreased
from 4.89% to 3.35%.
CPI Indonesia full year 2015 GDP growth 4.79%, slightly above
expectations of a 4.75 percent (Trading Economics), but still
the slowest growth since 2009. Fortunately, Q4 GDP growth
Exchange Rate GDP hit 5.04%.
Vs Year Ago + 4.79% Rupiah exchange rate to USD is weakened 1% in
+10% December 2015 compared to a month ago,
In this months vs. year ago, the exchange rate is
weakened by 10%. The average rate for USD 1 is
Rp 13,960- at end of December 2015
Source : BPS and Bank Indonesia

FMCG TREND

+1%
Total National Indonesia FMCG value slightly increased by 1% in Early
January 2016 (52 week ending 3 Jan 2016) vs. Year Ago

Source : Kantar Worldpanel Indonesia | Household Panel

3
© Kantar Worldpanel
 2
FMCG – FULL YEAR – YEARLY CHANGE (%)
Compared to previous years’ growth, FMCG growth in 2015 is dropping quite steep.
Economic slowdown impacting consumers behavior, causing FMCG categories to also
feel the effect. Consumers were mostly hold their spending and decrease their shopping
consumption.

% Change vs Year Ago % Change vs Year Ago

20.00 No of Shopping Trips

Spend per Shopping Trip

37.0 Value Change
16.9 Units Bought per Shopping Trip
Volume Change (Unit)

Price per Unit Change

27.0 12.0

10.00
7.6
17.0 6.11
14.8 14.7 5.05 4.79
7.7 10.18
7.0
6.6 1.45
4.1 2.64 0.00
0.7 -3.54
-1.9
-3.0 -8.12
Full Year 2013 Full Year 2014 Full Year 2015

-10.00
Full Year 2013 Full Year 2014 Full Year 2015

Source : Kantar Worldpanel Indonesia – Total National

Indonesia - Household Panel – Total FMCG

4
© Kantar Worldpanel
 FMCG SEGMENTS TRENDS – VALUE AND VOLUME CHANGE (%)
Throughout the year, most segments growth are slower, some even showed negative growth
both in value and volume. Foods and Dairy are the segments that were impacted the most by
the economic slowdown.

FOODS DAIRY BEVERAGES HOME CARE PERSONAL CARE

17.8%
Value 14.4%
10.5%
17.6% 5.3% 14.2%
(IDR) Foods Dairy 1.3%
Beverages Home Care 2.0%
Personal Care
-0.4%
-2.4%

10.0%
6.0% 7.0%
Volume 2.9% 3.2% 3.2%
2.5%
(units)
-2.3% -3.1%
-4.9%

52 week ending 28 Dec 2014 vs Year Ago

Source : Kantar Worldpanel Total National Indonesia – Household Panel – Total FMCG 52 week ending 3 Jan 2016 vs Year Ago

5
© Kantar Worldpanel
 3 HOT CATEGORIES
NATIONAL | Full Year 2015

With 15% value growth, 10% volume (L) and 1.4 penetration points
growth, dish wash comes up as the hottest category of 2015 -
showing that even in difficult economy time, consumers still spare
Dish Wash their pockets for necessity category like dish wash.

+15% +10% +1.4 pts

TOTAL VALUE
TOTAL VOLUME PENETRATION
INCREASE (IDR)
INCREASE (L) INCREASE

National Indonesia | 52 week ending 3 Jan 2016 vs. Year Ago

6
Image source: Wikipedia.org. Used under creative license. © Kantar Worldpanel
 Value Share %
4 RETAILER SNAPSHOT
NATIONAL INDONESIA
Value Change % (vs Year Ago)

Total Traditional Trade

52 week ending 3 Jan 2016
Value Change %
vs. Year Ago
Minimarket
Total Modern Trade -2%
79.7 Hypermarket+Supermarket
80.2 Minimarket +1%
Others MT Traditional Trade +1%

Throughout 2015, all trade channels are impacted

by the economic slow down since people also less
11.9 12 frequent to shop. Traditional trade as the biggest is
still growing slightly, however compared to last
7.5 7.4 year, the progress is slower.
52 week ending 52 week ending
28 Dec 2014 3 Jan 2016
Modern trade is the one that more impacted to the
situation as this channel experienced negative
Source : Kantar Worldpanel Indonesia – Household Panel – Total FMCG
growth.

7
© Kantar Worldpanel
5
During difficult economy time in 2015, consumers tend to
DO YOU behave differently compared to previous years. Find out more
KNOW? below.

VALUE SHOPPING FREQUENCY AVERAGE SPEND PER TRIP

+1% -8% +8%

Rp
+1% value growth
FMCG still experienced
positive 1% growth in
2015 compared to a year
ago. Unfortunately the
growth is much slower
as an impact from the
economic slowdown.
348 times in a year.
Difficult economic time
forces consumers to
hold their spending: they
decided to decrease
shopping trip, mostly to
avoid impulse buying.
IDR 15,056 per trip.
Consumers spend 8% more
per shopping trip compared to
last year, as a result from
their less shopping frequency
– although inflation also plays
a part on this.

National Indonesia | 52 week ending 3 Jan 2016

Icons downloaded from flaticon.com
8 Used under attribution license.
© Kantar Worldpanel
 ABOUT
KANTAR
WORLDPANEL

Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous consumer panels.
Its High Definition Inspiration™ approach combines market monitoring, advanced analytics and tailored market
research solutions to deliver both the big picture and the fine detail that inspire successful actions by its clients.
Kantar Worldpanel’s expertise about what people buy or use – and why – has become the market currency for brand
owners, retailers, market analysts and government organizations globally.

In Indonesia, Kantar Worldpanel – high definition inspiration™ tracks household purchase of over 70 different FMCG
categories across food and non food from its sample of 7,000 households across urban and rural Indonesia on a
weekly basis; representing around 50 million households.

For further information, please visit us at www.kantarworldpanel.com/id

CONTACT US
Kantar Worldpanel Indonesia
Blok M Plaza 8th Floor | Jl. Bulungan No 76, 12130 | Jakarta Selatan

fanny.murhayati@kantarworldpanel.com
dwiki.pradipto@kantarworldpanel.com
www.kantarworldpanel.com/id

Kantar Worldpanel Indonesia @KWP_ID

9
© Kantar Worldpanel