FMCG MONITOR / An integrated view of Indonesia FMCG market

MAT Q2 2021 (In Home Consumption - National)

 1 2 3 4 5 6

Indonesia’s economy is FMCG spends are growing Middle class shoppers Shoppers purchase less of Traditional trade is the key Beverages bouncing back in
recovering due to low base but at a lower pace after purchase less often, but they Home Care, Dairy, and channel as shoppers are festive this year, while Food
effect with household the high growths in 2020 manage to compensate it Personal Care in a bigger willing to purchase more. segment go down. Less
consumption manage to with bigger basket and higher basket while spending for Amidst of pandemic, Online excitement among
rebound in recent quarter. spending. Food keeps on increasing. shows stronger relevancy. shoppers for Food sector as
the search for recipe is
much lower compared to
last festive.

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Indonesians celebrate Festive 2021 one year after the pandemic outbreak during April – May 2021 with FMCG uplift is
still happening.

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 Indonesia’s economy is recovering due to low base effect with household consumption
manage to rebound in recent quarter.

GROWTH RATE % ANNUAL GROWTH RATE %

-2.22 5.93

-0.23 7.54

Q2 '20 Q3'20 Q4 '20 Q1 ' 21 Q2 '21 2.34 8.06

FY 2016 FY 2017 FY 2018 FY 2019 FY 2020

7.03 31.78

5.46 31.22

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Economy started to pick up as consumers gaining back their confidence and inflation inching
slower

107
14,495

1.33

5
Household spending allocation is expanding beyond food and FMCG towards healthcare and travel during festive
season.

Party/ Healthcare Travel/Holiday

Ceremony

Fresh Food Fashion Transportation

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 Shoppers are reprioritizing their spending for FMCG with lower purchase level due to the emerging case of
COVID-19 in Indonesia.

Price per Unit Units Bought per Shopping Trip

Value
No of Shopping Trips
Volume (Unit) 20
20 Spend per Shopping Trip FMCG IN HOME MAT Q2 MAT Q2
2020 2021
15
15 Value 9% 7%
10 Volume (units) 5% 4%
10
5 Price per unit 4% 2%
5
0 Frequency 2% -1%

0
-5

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 Middle class shoppers reduce their shopping trip the most, yet they compensate it with higher spending and
bigger basket size.

280 300 320 20000 40000 5 10 15 2000 4000

NATIONAL HH
EXPENDITURE -1% +6% +4% +2%

38 26 SES A&B -0% +5% +4% +1%

39 40 SES C -1% +6% +5% +1%

23 34 SES DE
-0% +5% +2% +4%

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 Shoppers compensate bigger basket for Home Care, Dairy, and Personal Care as they are also keep on
increasing their spending for Food products.

100 200 300

5 10 0 10,000 20,000 0 2,000 4,000 6,000 8,000

HOME CARE
-4% +8% +4% -3%

PERSONAL CARE
-1% +5% +4% -1%

DAIRY
-1% +6% +4% -2%

FOOD
-1% +3% +9% +5%

BEVERAGES
-2% +3% +7% +3%

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 Traditional Trade remains the key channel for shoppers with higher spending growth. Meanwhile, Online shows
stronger relevancy for FMCG amidst of pandemic.

3 3

50 100 200 400 10 20 0 50,000 100,000

Total Indonesia
-1% +4% +6%
Urban + Rural +0%
Other Channels HSM +5% +5%
-8% +3%
84 83
Traditional Trade Minimarket
-1% +1% +3%
-4%
Total Traditional
+0% +4% +7%
Specialty Store* Trade -1%
Specialty Store
+8% +3% -3%
Minimarket +7%
4 5
Online +59% +24% -8%
8 8 +22%
2 2 HSM
MAT Q2 20 MAT Q2 21

*Specialty Store: Depot Air Isi Ulang, Drug Store, Personal Care, Baby Store, Cosmetics Store, Milk Store. 10
 Beverages regain its momentum, while Food segment shows lower growth this year​

Vs pre-
2021 Festive Uplift by Sectors Top 10 2021 festive 2020
Ranking

Cordials (Liq) 1,839.6

Spend Growth, Festive vs. Pre-Festive Festive vs Pre-Festive 2019
Soft Drink 227.2
26.7 Festive vs Pre-Festive 2020
Festive vs Pre-Festive 2021 Margarine 99.2
21.1
Cheese 81.1
17.2
15.3 16.1
13.7 RTD Fruit Juice 64.3
12.3 12.2 12.2
10.0 9.6 9.6 Isotonic 60.5

RTD Tea 57.4

1.8 1.0 0.4
Mineral Water: SPS 45.7
-0.1 -0.3
-3.0 Hot Cereal/Cereal Bev 45.5
FMCG Beverages Foods Dairy Personal Care Home Care
Cordials (Powder) 36.7

Food sector is the second highest contributors, yet it reached lowest growth within past three Newcomer Lower / Higher
years as Beverages are recovering due to mobility of population is much higher compared to in 2021 Rank in 2021 Stable
last year. Find out more interesting festive facts on our Festive Thought Leadership.

Worldpanel In Home
Festive Period : Average 8 weeks of corresponding Ramadhan and Iedul Fitri months within the year 11
Pre-Festive period : Average 6 months before Festive.
 Top 20 Most Chosen FMCG brands in Indonesia

2,190 CRP(m) 1,867 CRP(m) 1,799 CRP(m) 1,243 CRP(m) 1,209 CRP(m) 1,101 CRP(m) 955 CRP(m) 925 CRP(m) 897 CRP(m) 826 CRP(m)
0 0 0 0 0 0 0 0 +1 +1
Rank Movement vs 2019

817 CRP(m) 772 CRP(m) 718 CRP(m) 712 CRP(m) 700 CRP(m) 656 CRP(m) 613 CRP(m) 613 CRP(m) 610 CRP(m) 601 CRP(m)
+1 +2 -4 -1 0 +2 0 -2 +3 +1
Rank Movement vs 2019

Source: Kantar, Brand Footprint 2021 12

TERMS

Milk Store, Baby Store, Cosmetics Store, Drug Store,

Apothecary, Refill Water Kiosk

Internet based marketplace which displays products 90+ (Exclude tobacco and fresh food)
virtually via dedicated websites that can be accessed Indonesia Urban + Rural
anytime. No direct face-to-face transaction occurs in the 68 Million
purchasing process.

The percentage of households do purchase at least

once in a given period of time
The average number of shopping trips made to purchase
the product in a given period of time
The actual number of purchase occasion / shopping trip in a
given period of time
The average amount that buyers payed in a single shopping
trip
The average volume that buyers purchased in a single
shopping trip
The average price that buyers payed for a single unit
22
Ready to Drink (RTD) RTD coffee; isotonic drink; D tea;
energy drink; RTD juice; RTD milk; carbonated soda
drink; mineral water; cultured milk; soya milk; yoghurt
drink; health food drink;
Ready to Eat (RTE) potato snack; extruded snack;
chocolate; ice cream; candy; cold cereal; biscuits; cup
noodle; RTE sausages; chewing gum
Indonesia Urban

130+ million from the same Household

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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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