A SUMMARY OF FOOD&BEVERAGE ประเทศอินโดน ีเซีย EXPORT IN ... · Some popular modern stores MINIMARKET 16,768 retail unit in 2011 20.1% growth each

อินโดนีเซีย เปนหมู เกาะที ่ใหญที ่สุดในโลกตั้งอยู ระหวางคาบสมุทรอินโดจีน และทวีปออสเตรเลีย และระหวางมหาสมุทรอินเดียและแปซิฟิก มีพื ้นที ่ 1,904,569 ตารางกิโลเมตร และมีประชากร ประมาณ 248 ลานคน / บรูไนดารุสซาลาม หรือ บรูไน เปนประเทศที ่ตั ้งอยู บนเกาะบอรเนียวในภูมิภาคเอเชียตะวันออกเฉียงใต ชายฝงทางดานเหนือจรดทะเลจีนใต พรมแดนทางบกที่เหลือจากนั ้นถูกลอมรอบดวยรัฐซาราวัก มาเลเซียตะวันออก บรูไนมีพื ้นที ่ 5,770 ตารางกิโลเมตรและมีประชากร ประมาณ 4.28 แสนคน บรูไนเปนประเทศผูสงออกน้ำมันเปนสินคาหลัก มี GDP สูงเปนอันดับที ่ 20 ของโลก

• ชาวอินโดนีเซีย 48% เปนชนชั ้นกลาง โดย 95% ของชาวอินโดนีเซีย รับประทานอาหารครบทั้ง 3 มื ้อ อาหารฮาลาลมีความสำคัญ และนิยมรับประทานขาวเปนอาหารหลัก อินโดนีเซียนำเขาขาวจากประเทศไทย• อาหารสำหรับมื ้อเชาของชาวอินโดนีเซีย สินคาประเภทขนมปง ชาวอินโดนีเซียบริโภค 17% มีโอกาสในการ ขยายตัวสูงถึง 31% สินคาประเภทกวยเตี ๋ยว ชาวอินโดนีเซียบริโภค 9% มีโอกาสในการขยายตัวสูง 15%• 1 ใน 3 ของชาวอินโดนีเซียนิยมรับประทานอาหารนอกบาน โดยรานอาหารในปจจุบันไมเพียงแตเนนการ ใหบริการดานอาหารนั ้น แนวโนมที ่สำคัญสำหรับรานอาหารในอินโดนีเซีย คือ การสรางประสบการณใหม ใหแกลูกคา (Overall Dining Experience) อาทิ การตกแตง การสรางบรรยากาศ• รานอาหารหลายสาขาที ่ ไดรับความนิยมในอินโดนีเซีย ไดแก KFC, Pizza Hut, Hoka Hoka Bento• คานิยมในการบริโภคของประเทศอินโดนีเซีย 1) ชอบสะดวก ไมยุ งยาก 2) ชอบพิเศษ/เฉพาะ 3) ชอบอรอย แมจะไมดีตอสุขภาพ 4) ชอบแบบดั้งเดิม 5) ไมชอบคลอเลสเตอรอล 6) ใสใจสุขภาพ 7) ระวังน้ำหนักตัว• บรูไนนำเขาสินคาอาหารจากตางประเทศเปนหลัก มีหางสรรพสินคาที ่สำคัญที่สุด คือ หาง Hua Ho • ชาวบรูไนมีสัดสวน ชาย:หญิง เทากับ 52:48 ประชากรสวนใหญมีอายุ 20-45 ป นับถือศาสนาอิสลาม แอลกอฮออลจึงเปนสิ่งตองหามในบูรไน ชาวบรูไนนิยมรับประทานอาหารนอกบาน การเปดรานอาหารนั้น ทำได ลำบาก เนื่องจากการขอใบอนุญาตจากทางการมีขั้นตอนที่ยุงยาก

จัดโดย กรมสงเสริมการคาระหวางประเทศ กระทรวงพาณิชย รวมกับ Win/Gallup International Association (GIA)และ บริษัท อินโฟเสิรช จำกัด

FOOD&BEVERAGEEXPORT IN ASIA-PACIFIC

A SUMMARY OF

มายเหตุ: ทานสามารถศึกษาขอมูลขางตนในเชิงลึกไดจากการดาวน โหลดไฟลพรีเซนเทชั ่น จากลิงค http://www.hightail.com/download/OGhjN3RlUzc1UjZKUmNUQw (ภายในวันที ่ 11 พฤศจิกายน 2556)

ประเทศอินโดนีเซียและบรูไนดารุสซาลาม

ASIA PACIFIC Regional Meeting 2013

INDONESIA

YOUR KNOWLEDGE PARTNER

We’ve developed into

the largest independent,

Indonesian MR company

We’re the TOP5

market research

company in Indonesia

DEKA was

established

In Jakarta

Our Philosophy

We seek to provide to our clients,

Research and Consulting services...

That deliver high quality,

relevant and fresh insight...

Our Mission

Our Mission

...With well thought out

conclusions and

‘added value’

recommendations....

Our Mission

...and excellent client-services

based on a high level of

professionalism...

Our Expertise

Household Personal care Consumables Automotive

Tourism and travel

Social StudiesBanking, Financial

& Investment

Shopper &

retail study

Our strength

And with over 800 professional,

well – trained interviewers in Jakarta

and other main cities across Indonesia.

Representatives : Aceh, Padang, Jambi, Palembang, Lampung,

Bengkulu, Batam, Yogyakarta, Solo, Bali,

Mataram, Manado, Makassar, Kendari,

Pontianak, Banjarmasin, Balikpapan,

Samarinda, Palu, Ambon, Jayapura

Branch Offices Surabaya, Medan, Bandung, and Semarang

Head – Offices are in JakartaBusiness Management & Full Service Office – Wolter Monginsidi

Field Office - Antasari

Project Management & DP Office- Cilandak

Field project management and facilities

Three

FGD rooms

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facilities(CAPI & Mobile

devices)

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CATI

stations

In-house EDP

Eye-tracker

Our commitment for high quality

And our dedication to the high – quality

of our work means we are the First and

only agency in Indonesia to achieve…

ISO 20252


INDONESIA

SHOPPING HABIT

DEKA MARKETING RESEARCH

Indonesia offers good opportunity for retail business,

modern stores grow rapidly

TRADITIONAL market become

MODERN market

Traditional Market

13,450 units in 2010

2,6 million seller

8,1% unit reduction / year

Modern Market

18,152 unit in 2011

Rp. 135 billion turnover

in 2012

Daily needs

Vegetables Meat

Toilettries Detergent, etc

What

people buy

in modern

market?

In JAKARTA 1,868 units of minimart in

Februari 2012

153 units of traditional market

owned by PD Pasar Jaya

Source: Tempo publication, DEKA process

Some popular modern stores

MINIMARKET 16,768 retail unit in 2011

20.1% growth each year

6,585 outlets in 3rd quartal 2012

29% are franchise,71% are managed by

their own

8,039 outlets in June 2013

40% are franchise,60% are

managed by their own

80% in Java, 20% outside java

STARMART 7-ELEVEN LAWSON

132 outlets in 2011 57 outlets in 2011 50 outlets in 2012

SUPERMARKET 1,230 outlets in 2011

decreased 10.7% compares to 2007

HYPERMARKET 154 outlets in 2011

increased 50% compares to 2007

CONVENIENT STORES (CVS)

Source: Tempo publication, DEKA process

Opportunity

visitors are males are under 26 years old

But

women are

the bigger

spenders!

older shoppers

Buy more!

Minimarket and CVS have a large potential to increase their customer base,

as current profile of visitors shows a rather narow demographic.

are affluent

they spend

less than

‘C’ shoppers

ButBut

Almost

Source: DEKA Shopper research 2013, exit interview with 750 minimarket/CVS shoppers, Jakarta

Opportunity

There is room to increase customer basket size

by combining Pre-Store Marketing and In-Store Promotional Activities,

as they are seen to have positive effect on purchase.

Almost 80% purchases are decided

pre-visit

About 5% who did recall buying an item in

promo, spend more than those who didn’t

Pre-store

Marketing

In-store

Promotion


Minimarket & CVS rating

The SVR Index is a composite score based

on shoppers overall satisfaction with the

visit, whether the visit improved their

perception of the chain, and likelihood of

recommending the chain.


7-Eleven

Alfamart

Indomaret

Circle K

Lawson

3.8

3.2

3.2

2.6

2.3

Shopper Visit Rating (SVR Index)


INDONESIA

EATING HABIT


Indonesian highly relied on RICE for meals

Opportunity for dietary diversification

95%Indonesian do have

complete meal(3 times a day). Only few

who skip either breakfast

or lunch or dinner

What do they eat for BREAKFAST?

Rice (not plain)

32% Plain

white rice

33%Side dish

(egg, chicken, tofu)

17%Bread

9%Noodle

8%Vegetables

Beverage during breakfast, mainly plain water and sweet tea

12% coffee

9% milk

Source: Deka Research on eating habit Q3 2012 in 5 major cities (Jkt, Bdg, Sby, Mdn, Mks), 916 adults age 18+

OR

Potential to be

increased up to 31%

Potential to be

increased up to 30%

Potential to be

increased up to 15%

43%


Indonesians love to snack

NOT SNACKING, 21%

4 TIMES, 4%

3 TIMES, 12%

TWICE, 31%

ONCE, 31%

Fries are very popular snack and very easy to find anywhere

Cookies, candies, RTD beverages dominate items bought for snacking

78%people consume

something during

snacking time

(in between meal)

What do they eat for snacking

(non-packaged F&B)?

16%Meatball

18%Tea

24%Fries

9%Cake

18%Coffee

What do they eat for snacking

(packaged F&B)?

67%Cookies

45%Candies

36%Bread

36%

Chocolate

41%Isotonic drink

39%Juice drink

33%Coffee

Fries are typically sold by

independent small sellers. They are

very scattered that creates big

challenge to managePackaged F&B consumption is

dominated by a few categories

� Opportunity for diversification



Opportunity…

more are seen to eat-out during lunch & dinner

What do they eat for

LUNCH & DINNER?

82%Plain white rice

72%Side dish

(egg, chicken, tofu)

36%Soup

82%Drink

Eating is also considered as a mean for socialization.

As we see 2/3 of Indonesians often eat with

the company of families or friends.

Culinary business in Indonesia is no longer focused only on

serving good food, but offering an overall dining experience

� hospitality business

1 in 3 people

is seen eating out

for lunch & dinner.

22

Place to eat out

Weekdays

Place to eat out

Weekends

Fast Food

restaurant 67%

Permanent food stall

31%

Restaurant 7%

Non permanent

food stall 22%Food Court 9%

Fast Food restaurant

19%

Permanent food stall

61%

Restaurant

14%

Non permanent

food stall 42%

Food Court 6%

Local food stalls are a favorite place to eat out in general. While fast food restaurants tend to be saved for the weekends


Popular chain restaurants

*Number of outlets in 8 main cities

Source: DEKA Desk research

KFC 221

Pizza Hut

Hoka hoka bento

Es teler 77

CFC

Mc Donald

Starbucks

152

120

119

99

83

81

24

7 segments that map out the eating attitude of Indonesians

Weight Watcher, 7%“Heavy dinner can gain weight,

for that I try to limit it’”

Ignorants, 16%“I don’t mind to consume food

containing MSG, as long as the

taste is good”

Classic Traditional, 14%“I feel not having a meal

if I haven’t eat rice”

Health Geeks, 10%“I tend to eat healthy food, even

sometimes doesn’t have good taste”

Exclusives, 19%“Good food can be found

from the high price”

No Hassle, 21%“I like practical food, no need

for complicated preparation”

Anti Cholesterol, 12%“I stay away from food containing

high fat or coconut milk or innards”



INDONESIA

The Generation

of Middle Class


The Generation of Middle Class

Indonesia Bureau of Statistics, World Bank, QASA process

DEFINITION:� High Class: Daily expenditure > 6 USD� Middle Class: Daily expenditure 2 - 6 USD� Low Class: Daily expenditure < 2 USD

48% Middle Class…

has increased the economic growth through the consumption sector.


Flight Transportation

International Flight has increased by 13% annually from the last 6 years.

Total passengers of 11 Million in 2012

Indonesia Bureau of Statistics, QASA process

Visit Thailand…

Number of Indonesian Visitors

Source: Data from Department of Tourism, Ministry of Tourism and sports

227,205

286,072

370,795

448,748

2009 2010 2011 2012


Mobile Phone Penetration

55%60%

76%

83%

20092010

2011

2012

Indonesia Roy Morgan and QASA process

Credit Card

Credit Card in Indonesia has grown

6.5% from 2010 to 2011

Motorcycles & Cars

Domestic Sales is the Highest growth in

ASEAN with 23% p.a


INDONESIA

Brunei

Brunei’s Population

Source: worldbank, Brunei statistics bureau

388394

401407

412

2008 2009 2010 2011 2012

Population (in 1000 people)

1.5% growth rate

Total Population

66%

11%

20%

3%

With total area 5,765��, Brunei

has small population and it’s

population growth rate also low.

Divided into 4 districts, Brunei-

Muara district, is the most

densed region in Brunei.

67%13%

10%

10%

Moeslim

Buddhist

Christian

Others

Population by Religion

Brunei Economic Profile

Source: worldbank, Brunei statistic bureau (JPKE)

37,094

27,212 30,880

40,244 41,127

2008 2009 2010 2011 2012

GDP per Capita (in USD)

GDP per Capita Brunei is the 4th largest LNG producer in the world

The oil and gas industry has

contributed to almost 50% of

Brunei’s GDP.

Other half of GDP are contributed

from other industry : forestry,

agriculture, and service sector.

GDP per capita of Brunei is the

20th largest in the world

Unemployment Rate

Source: Trading economics, Brunei statistical bureau

With 48% labor force from total population,

Brunai has low number of

unemployment , and it is keep decreasing

each year.

3.4 3.7 3.5 2.9

1.9 1.1

2008 2009 2010 2011 2012 2013

Unemployment rate

Brunei is dominated by young population.

Unemployment rate

48%52%

Population by Gender and Age

FemaleMale

Some facts about Brunei’s eating habit..

Public sale and

consumption of alcohol is

prohibited in Brunei,

therefore most of the

restaurants do not sell

alcoholic drinks.

However non-moeslim

still can buy alcohol in

limited number.

Brunei is dependent on import for their

food needs.

Eating out is generally high.

Food business is dominated by

local restaurants.

It is quite difficult to get permit to open a

restaurant in Brunei.

3 types of eating place in

Brunei:

Hawker-Style Food. Offers

variety of delicacies with cheap price.

Can be found widely in Brunei such as

along Brunei River in dowtown Bandar

Seri Begawan and in Pasar Gadong.

Restaurant Dining. Brunei offers

many kind of restaurant dining, from

asian food to western. Many of local

restaurants are family-run enterprises.

Fast food. Some restaurant chains

such as KFC, Pizza Hut, and Mc Donald

are available in Brunei, but in a limited

number. One of the famous local

restaurant franchise is Ayamku which

is offers fried chicken.

Place for Shopping

The largest shopping mall , Yayasan Complex

Sultan Hasanah Bolkiah

Aroi Food Court

AV Enterprise

B. Foot

Bata Store

Bata Store

Burbuja EnterpriseChang Ein Hong Watch Dealer

Etude House

Guardian

The Body Shop

The Face ShopOther Department Stores & Supermarket in Brunei (sorted by name)

Abdul Wahab Complex Princess Inn Department Store

Cempaka Complex Seri Aman Complex

First Emporium & Supermarket Seria Plaza

Hua Ho Department Store Sim Kim Huat

Jaya Hypermart Soon Lee Megamart

Kota Mutiara Department Store Supa Save

Utama Grand The Mall

Milimewah Department Store Times Square Shopping Centre

Pertama Store Union Department Store

Giant Seri Q-Lap Mall

The largest chain stores in Brunei, Hua Ho Department

Store is a popular one-stop shop for locals.

Minimarkets and stores are more

individually owned.

Travelling abroad for shopping, leisure and

entertainment is very common

Documents

A SUMMARY OF FOOD&BEVERAGE ประเทศอินโดน ีเซีย EXPORT IN ... · Some popular modern stores MINIMARKET 16,768 retail unit in 2011 20.1% growth each