FMCG MONITOR

Q1-2024

1
Executive
1 2
MACRO
Summary UPDATE
GDP growth has remained stagnant
at 5% over the past four quarters,
mirroring the steady growth of
household consumption. A significant
increase in Government spending
due to the election is insufficient to
boost the overall growth.
Stagnating household consumption
is translated into stable CCI, despite
a higher inflation rate and the
weakening exchange rate influenced
by the global economy and trade
dynamics.
4 SEGMENT
PERFORMANCE
In year-over-year comparisons,
growth in the F&B sector proves
challenging, largely fueled by price
rather than volume. In contrast,
personal care, particularly in the
beauty segment, presents an
opportunity to encourage higher
spending through premiumization.
FMCG
PERFORMANCE
FMCG has shown signs of recovery
this quarter, with increasing volume
growth and spending per trip.
Although year-on-year growth
appears limited, these trends suggest
a potential continuation of the
recovery
Volume growth is mainly driven by
increasing purchase levels and the
trend of downtrading is showing
signs of softening, indicating a
healthier growth trajectory
5 RETAILERS
SNAPSHOT
Growth in modern trade remains
constrained, whereas general trade
growth is driven by price rather than
volume. Specialty stores and e-
commerce are becoming preferred
channels for categories like baby
products, beauty, and personal care,
offering an opportunity to attract
and recruit shoppers.
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SHOPPER
BEHAVIOUR
To maintain the overall spending,
increased allocation for basic needs may
be compensated with less allocation for
saving and parties. The increased
allocation for durable goods could be
attributed to the festive season, which
might be boosted by THR
Growth across socioeconomic statuses
(SES) continues to be driven by price,
with frequency stabilizing at a new
baseline. This underscores the
importance of optimizing each shopping
occasion for brands to recruit shoppers.
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EMERGING TRENDS:
FESTIVE 2024
Shoppers' spending habits vary between
Ramadan and Eid. During Eid, with
higher priority placed on fashion and
debt payment, whereas post-festivities,
they allocate their reserves towards
education
.
2
Indonesia Economy
Growth
GDP growth has remained
stagnant at 5% over the past
four quarters, mirroring the
steady growth of household
consumption. A significant
increase in Government
spending due to the election is
insufficient to boost the overall
growth.

Source: Trading Economics, Central Bureau on Statistics (BPS) | *Exclude Delivery Services 4
Indonesian INFLATION RATE | YoY Growth % CONSUMER CONFIDENCE INDEX (CCI)
Consumers 111 122 123
4.97
Stagnating household consumption
is translated into stable CCI, despite 3.05
a higher inflation rate and the 2.64
weakening exchange rate influenced
by the global economy and trade
dynamics.

USD EXCHANGE RATE

15,426

14,343

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Households prioritize basic needs at the
expense of saving

HOUSEHOLD SHARE OF WALLET BY SECTORS | Spend % Share, % Growth vs. LY

Q1 23 Q1 24
+9%
Abs. growth
24.724.9
Household Expenditure
+8%
Abs. growth
19.7 19.5 +9%
vs LY

8.6 9.2
7.3 7.3
6.5 6.2 ▼
5.0 4.6 ▲
3.8 3.9 4.2 4.2 ▼ ▼
2.7 3.2 2.9 2.8 3.0 3.4 2.6 2.3 2.2 2.2 1.9 2.0 2.0 1.7
0.7 0.7 1.3 1.1
0.6 0.6 0.2 0.2

Source:Kantar, Worldpanel FMCG, Expenditure Survey, Indonesia Urban and Rural, Q4 2023 6
FMCG Performance FMCG has shown signs of recovery this quarter, with
increasing volume growth and spending per trip.
Although year-on-year growth appears limited, these
trends suggest a potential continuation of the
recovery.

VALUE, VOLUME & PRICE FREQUENCY, UNITS BOUGHT &

SPEND PER TRIP

FMCG IN HOME
MAT Q1 MAT Q1
2023 2024

Value 6% 5%

Volume (units) 2% 1%

Price per unit 5% 5%

Frequency -1% 0%

FMCG IN HOME | INDONESIA URBAN+RURAL | YoY

FMCG IN HOME | INDONESIA URBAN+RURAL | 12 weeks YOY trend

Source: Kantar, Worldpanel FMCG Exclude Cooking Oil, In Home, Indonesia Urban + Rural 7
Shopper response: Volume growth is mainly driven by increasing
purchase levels and the trend of downtrading is
The Source of FMCG Grocery Spend showing signs of softening, indicating a healthier
Growth growth trajectory.

ROLLING CONTRIBUTION TO TOTAL INDONESIA FMCG GROCERY SPEND CHANGE

40000 14%
12%
30000 10% Inflation contribution to
Grocery Spend change
8%
Spend Change – Billions Rp

20000
6%
Change to cheaper
10000 4% products
2%
0 0% Buy More Volume
-2%
-10000 -4%
-6% Change Store
-20000
-8%
-30000 -10%
Govt. Inflation %
-12%
-40000 -14%

Source:, Indonesia FMCG Exclude Cooking Oil, rolling YoY 12 w/e March 2024 8
Shopper Behavior by Social Economic
Status

Value Value Buyer Frequency Spend per Trip (IDR) Volume per Trip (Units) Price per Unit (IDR)
Share % Growth % Share %
260 280 300 320 20000 40000 5 10 15 2000 4000

NATIONAL HH
0% +4% -1% +5%
EXPENDITURE

SES A&B 0% +3% -2% +4%

SES C 0% +4% -1% +4%

SES DE 0% +5% -1% +5%

MAT Q1 2023 MAT Q1 2024

Source: Kantar, Worldpanel FMCG Exclude Cooking Oil, In Home, Indonesia Urban + Rural 9
Shopper Behavior by FMCG Segments In year-over-year comparisons, growth in the F&B sector proves
challenging, largely fueled by price rather than volume. In contrast,
personal care, particularly in the beauty segment, presents an
opportunity to encourage higher spending through premiumization.

14% 16%
8% 6% 10% 7% 7% 9%
Value 6% 5% 5% 3% 4% 5% 4% 4%
Growth %
0%
-4%

Unit 5% 6%
3% 6% 7%
1% 1% 2% 1% 1% 1% 0% 0%
Growth %
0% -1%
-9% -3% -3%

8% 9% 9% 7% 7% 9% 8%
Price/Unit 5% 5%
1% 1% 3% 4% 5% 5% 5% 3%
Growth %
0%

Home Personal Pantry

FMCG - IH Care Care Beauty Essentials Food Dairy Beverages Baby*

MAT Q1 2023 MAT Q1 2024

Source: Kantar, Worldpanel FMCG Exclude Cooking Oil, In Home, Indonesia Urban + Rural
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* HHs with Children < 6 YO
Channel Snapshot Growth in modern trade remains constrained, whereas general
trade growth is driven by price rather than volume. Specialty
stores and e-commerce are becoming preferred channels for
categories like baby products, beauty, and personal care,
offering an opportunity to attract and recruit shoppers.

Shopping
Purchase Behavior Across Channel
Occassion %
Penetration % Frequency Volume per Trip (Unit) Spend per Trip (IDR)
50 100 200 400 10 20 0 50,000 100,000

Total Trade -1%

0% +4%
Channel 0%

HSM -1% -2% -2%

+4%

Minimarket 0% +1% -4% +0%

Total
Traditional 0% -1% 0% +4%
Trade

TOTAL MT Specialty
+2% -3% 0% +5%
Store

Online +23% +20% -12% +3%

MAT Q1 2023 MAT Q1 2024

Source: Kantar, Worldpanel FMCG Exclude Cooking Oil, In Home, Indonesia Urban + Rural
*Specialty Store: Depot Air Isi Ulang, Drug Store, Personal Care, Baby Sector, Cosmetics Store, Milk Store. 12
*Exclude Delivery Services
 Shoppers' spending habits vary between Ramadan and Eid. During
Upcoming Thought Eid, with higher priority placed on fashion and debt payment,
Leadership Report: whereas post-festivities, they allocate their reserves towards
Festive 2024 education

Source: Kantar Festive Survey 2024 13

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by mapping back needs or uses
to purchases or buyer groups
Decode the Why
Uncover the people behind the purchases and how to attract them
Sizes up potential
• Directly link broad attitudinal trends
to your brands to see how much value
there is with connecting with them
• Design your strategy against the
mindsets or habits which are linked to
increased spending over time
Makes attitudes actionable
• Connect back to the rich detail in
the purchase data to connect
attitudes to behaviour down to
brand, retailer or pack type that
would be impossible in a claimed
study
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 Our
Contributors
Venu Madhav Shafira
Managing Director Jumantara
Worldpanel Division Marketing Manager
Kantar Indonesia Worldpanel Division
Kantar Indonesia

Corina Fajriyani Izzatia Nabila

Senior Marketing Sr. Account Executive
Manager Worldpanel Division
Worldpanel Division Kantar Indonesia
Kantar Indonesia

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Terms Glossary

TRADE CHANNEL DEFINITION IN HOME CONSUMPTION

Specialty Store Milk Store, Baby Store, Cosmetics Store, Drug Store, The consumption of FMCG products within home of panelist after the purchase made and being
Apothecary, Refill Water Kiosk reported in In Home dairy

Category Tracked 90+ (Exclude tobacco and fresh food)

Online Internet based marketplace which displays products virtually via Scope Indonesia Urban + Rural
dedicated websites that can be accessed anytime. No direct face-to- Household representatives 68 Million
face transaction occurs in the purchasing process.
OUT OF HOME CONSUMPTION
MEASUREMENT DEFINITION
The consumption of FMCG products outside panelist home and it is consumed right away
Penetration The percentage of households do purchase at least after the purchase made at the shop. The panelist will bring the used pack as proof of
once in a given period of time consumption and being reported in out of home dairy.

Frequency The average number of shopping trips made to purchase Category Tracked 22
the product in a given period of time List of Categories
Ready to Drink (RTD) RTD coffee; isotonic drink; RTD tea;
The actual number of purchase occasion / shopping trip in energy drink; RTD juice; RTD milk; carbonated soda drink;
Occasion / Trip mineral water; cultured milk; soya milk; yoghurt drink; health
a given period of time
food drink;
Spend per Trip The average amount that buyers payed in a single shopping Ready to Eat (RTE) potato snack; extruded snack; chocolate;
trip ice cream; candy; cold cereal; biscuits; cup noodle; RTE
sausages; chewing gum
Volume per Trip The average volume that buyers purchased in a single
shopping trip Scope Indonesia Urban
Price per Unit The average price that buyers payed for a single unit Individual representatives 130+ million from the same Household

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Sub Sectors
Terms Glossary
SUB-SECTOR DEFINITION
Home care Detergent, Fabric softener, clothing stain, bleacher, floor
cleaner, dish wash, multipurpose cleaner, toilet tissue, toilet
bowl cleaner, air refresher, insecticides, cloth iron softener
Personal Care Facial tissue, hair conditioner, shower gel: non baby, bar
bathing soap, body deodorant, toothpaste, fempro, mouth
rinse, adult diaper, shampoo, hand sanitizer, body care,
razor, shaving foam/gel
Beauty Hair colourant, hairstyling, hair treatment, facial cleanser,
toner, mask, facial moisturizer, sunblock, eye-cream, talcum
powder, facial cosmetic, lip cosmetic, eye cosmetic, nail
polish
Pantry essentials Salad dressing, instant soup, seasoning & stocks, MSG,
Instant noodle, canned food, coconut milk, frozen food,
Mayonnaise, soy sauce, chili sauce, tomato sauce, chili
sauce, chili flakes, peanut sauce
Dairy Ice cream, cheese, adult milk powder, preglac milk powder,
family milk powder, herbal milk powder, cultured milk, liquid
milk, soya milk, condensed milk, yogurt, yogurt drink, butter,
margarine
Beverages Tea, RTD tea, tea, tea, RTD Coffee, melted chocolate drink,
mineral water, soft drink, cordials(powder), RTD juice,
cordials (liquid), energy drink, isotonic, R&G coffee, instant
coffee, beer, RTD Jelly
Baby Shower gel, bar bathing, hair treatment, body deodorant,
toothpaste, baby diaper, shampoo, body care, talcum
powder, baby wipes, IFFO, Gump, specialties MP, biscuit,
Baby cereals
Food Snack, Potato snacks, biscuit, hot cereal, cold cereal, jam,
peanut butter, chocolate/nut spread, candy, chocolate, gum
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Kantar is the world’s leading data, insights and consulting company
We understand more about how people think, feel, shop, share, vote and
view than anyone else. Combining our expertise in human understanding
with advanced technologies, Kantar’s 30,000 people help the world’s
leading organizations succeed and grow.

These findings are based on Worldpanel FMCG data. In Indonesia, Kantar

monitors in home and out of home consumption, in the FMCG front, every
single week. We track household purchases of over 90 different FMCG
categories across food and nonfood. Our in-home data represents 68
million of Indonesia Urban and Rural Household population. Our out of
home data represents 130 million of Indonesia Urban population.

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