Market Overlook

Food sales in Indonesia

4500000000.00 12.00%

4000000000.00
10.00%
3500000000.00

3000000000.00 8.00%

2500000000.00
6.00%
2000000000.00

1500000000.00 4.00%

1000000000.00
2.00%
500000000.00

0.00 0.00%
2016 2017 2018 2019 2020 2021

food sales, IDRmn food sales, IDRmn, % growth y-o-y

Market Overlook
Monthly Expenditure per Capita (IDR)
90000

80000

70000

60000

50000

40000

30000

20000

10000

0
2013 2014 2015

Spices Prepared food and beverages

Underlying trend: consumers are looking for fast and

convenient food without significantly compromising on
healthy eating
Where to target?
Where to target?
Java has high, dense and concentrated population
-> Perfect place to launch the product

Province Population 2000 Population 2010 Population Density Percentage of

2010 Urban Population
West Java 35.8 43.1 1176 65.7

East Java 34.8 37.5 828 47.6

Central Java 31.2 32.4 894 45.7

North Sumatra 11.6 13.0 188 49.2

Banten (Java) 8.1 10.6 909 67.0

Indonesia 206.3 237.6 124 49.8

Who to target?
Easy and quick product -> perfect for the younger population
with less time and cooking experience
Huge segment: median age 29,9 years (2016)
The competition

Large companies occupy lions share of the market for

the seasoning and condiment sector in Indonesia
Seasoning sector: Ajinomoto, Indofood, Sasa, Unilever,
Ikafood Putramas, Kobe Boga Utama, Sumber Inti
Pangan, and Nestl
Condiment sector, Unilever, Heinz ABC, Indofood, Wings
Food, Lasallefood Indonesia, and Sasa

Still an attractive market, with lots of investment from both

new and old players
SWOT
Strengths Weaknesses Opportunities Threaths

The size of the Low incomes Economic Rising labor

population for a large growth costs are a
alone makes proportion of enhance high threat to
the food and households -> value sectors, retailers'
drink sector majority of such as margins
attractive to population convenience
investors still shop at foods
Considerable traditional With rising
FDI stores and interest in health
Consumers outdoor and hygiene of
markets. food, food
led by price
Government origin has
rather than
regulation on become more
brand loyalty important, lifting
food retail
packaged food
sales.