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Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Indonesia has a strong economic profile
GDP Growth
5.7 5.5 6.3 6.5 6.1 6.5 6.7 6.5 6.5 6.5 6.5
4.9 4.8 5.0
3.6 4.5 4.5

0.8

-13.1

98 99 20 01 02 03 O4 O5 06 07 08 O9 10 11 12F Q1 Q2 Q3Q4 2011

Source: Bank Indonesia 2

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Economic power is shifting

West
North Europe
America
1.7% East Europe
2.4% 3.8% Asia Pacific

MEAP 6.5%
LATAM 3.5%
4.3%
Average annual GDP growth rates in
emerging markets from 2011 to 2016 is
50% higher than developed markets 3

Source: IMF Sept 2011, World Economic Outlook Report


Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
Indonesia remains the 3rd most optimistic nation
in the world
Q3 2011 Q4 2011
121 122 120
117 117
113 114 112 112 112
108 109
104 104 105 105 104
101 101 99

IN SA ID PH CN BR TH MY AE HK
Base : All respondents n=31038
4

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
72% of Indonesians are confident in the local jobs
market for 2012
Excellent Good

58
%
60 60 54
62 49
54
54 42
53

20
14 16 14
12 12 9 10 8 5

IN ID PH BR CN SA MY TH VN AE

Base : All respondents n=31348


5

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
83% are optimistic about their personal finances
over the next year
Excellent Good

63
65
69 58
% 57
58
59
50
55 53

20 17 18 16 13
11 10 12
6 8

ID PH BR IN SA CO CN AE MY TH

Base : All respondents n=31348


6

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Indonesian Consumers think its a good time to
spend on the things they want/need this year
Excellent Good

43
%
41
47 40 36
46 42 38 39 32
36 36

12
8 9 7
6
3 2 3 4 3 3 3

IN AU SA HK PH NO BR ID CO CH SE AE

Base : All respondents n=31348


7

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
8

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
FMCG Sales grew at 12% in 2011, first double digit
growth since 2008

Indonesia Total Grocery | Total 55 FMCG Categories | YTD 2011 vs. YA

156,159
139,867
129,329
+12%
+8%
95,219 +5%
77,715
63,587.50 +21%
57,243.86
48,642.02 +15%
41929
+14%
+14% +18%

2003 2004 2005 2006 2007 2008 2009* 2010* 2011*

Sales Value in Billion (Rp) 9

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Highest growth in 2011 came from suburban
areas
Indonesia by Areas | Value; Growth | Total FMCG 55 Categories

+9.2%
+14.2%

+13.5%
+5.1%

+10.4%
+9.8%

2010 2010 2011

Metro Rest of Urban Rural 10

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
FMCG still dominates the advertising
spending

OTHERS
17 17
CORPORATE, GOVERNMENT &
9 8 POLITIC
4 4 RETAIL SERVICES
4 4
7 8
FINANCIAL SERVICES
11 10
3 3
AUTOMOTIVE

COMPUTER &
TELECOMMUNICATION
46 47
SMOKING & ACCESSORIES

FMCG

2010 2011

Source: Nielsen, AIS, YTD Dec 2010 vs. YTD Dec 2011, All 11
Media, Based on 20 Nielsens sector values (Commercial Products
only),

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
12

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Largest Middle Class
population in the world 13

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Half of Jabotabeks urban
citizens are Middle Class 14

consumers
Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
Same proportion nationally

Monthly Expenditure
(in 000 Rupiah)

Upper 2,001 and Over

Middle 1,000 2,000

Lower Below 1,000

Monthly HH expenditure includes


food, electricity, petrol, telephone, school fee, and
other basic costs. Excludes;
cigarettes, entertainment (dining out, new
clothes, movies, etc), payment on credit 15
cards, installments on cars/motorcycles, house.

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
16

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Fresh Food is their main concern,
it comprises 37% of their
monthly spending

Fresh Food

Transport

FMCG

Telecom Electricity

17
Entertainment

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Theyre spending more on
Inflation Rate
11.1

7.0 2.8 5.7 7 6.8 6.2


6.0
5%
4.8
FMCG
5.1 4.6
3.7 3.9
2.8
2009
2008

2010

Jul 10
Aug 10

Jul 11
Aug 11
Apr 11
Feb 10

Nov 10

Feb 11
Jan 10

Jun 10
Mar 10
Apr 10
May 10

Dec 10

May 11
Jan 11

Jun 11
Mar 11
Oct 10
Sep 10

Annual HH Spend on FMCG


(in Rp. 000)

2011

2010
4,118

3,772
+10% 18

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Middle Class accounts for 44% of
FMCG spending
3 Yr Ago 2 yr Ago Last Year This Year

47% 45% 44% 42%

42% 42% 44%


41%

12% 14% 15% 14%

19
Upper Class Middle Class Lower Class

Kadin Indonesia & NZTE Seminar


In 5 Cities + GJ Urban
Copyright 2012 Nielsen. Confidential and proprietary.
Middle class spending is
increasing faster than other
classes
Personal Household
Total Food Beverages
Care Care

All Buyers +10% +9% +13% +15% +8%

Upper +5% +4% +8% +6% +7%

Middle +17% +17% +18% +23% +10%

Lower +7% +2% +14% +23% +5% 20

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
The growth is driven by increased
Spending per Trip
Spending per Trip

2011 15,141

+5.2%
2010 13,816

Frequency of Shopping

2011 272

-0.7%

2010 273 21

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Where are they spending more/less?
Ice cream 1.6X more than
last year

Vs. last
Dishwashing year
Frozen Cologne Baby Ice
Liquid
meat & Diapers Cream
fish 22

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
23

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Mature Categories are stagnant
+0.3% +1.4% +2.4% +4.8%

342,880

143,428
105,727
71,029

Instant Noodles Sweetened Condensed Stock Soup Biscuit


Milk

24

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Secondary Categories are growing
Lifestyle Convenience Condiment
104,746
98,000

46,158
32,241 31,597
24,035
12,286

Cheese Ice Cream Seasoning Flour Canned Meat Frozen Fish and Tomato Sauce Chilli Sauce
Meat

+81% +76% +62% +26% +25% +20% +16%25

25
Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
I enjoy exploring several
different alternatives or brands
while shopping

26

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Ice Cream:
Growth 32%!
2010 474 39
# of new Variant
/Flavor

2011 466 70

400 450 500 550 27


Existing Variants New Launch
Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
Single pack Ice Cream is
the growth driver
was
In home
consumption

now
28

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
I always check on prices and
the quality of the products
before I go shopping

29

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
46% of HHs have bought
Flavored Water

5.3%
More volume purchased on 30

PROMOTION (vs. last


Kadin year) & NZTE Seminar
Indonesia
Copyright 2012 Nielsen. Confidential and proprietary.
Bread Spread
Price-conscious people are reducing their consumption
in response to price increase

Price increased by 23.4%


Weight per
purchase -23.2%
decreased by

31

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
58%
Convenience is more
important than price

32

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Packaged Water:
Healthier and more practical choice for drinks

Increase in middle class spend on


+33% packaged water compared to last
year

Increase in gallon
+17% purchases

33

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Frozen Meat & Fish:
Practicality & fun for the kids?

38%
28%

Frozen Meat and Fish


penetration among the middle
class is increasing rapidly.
Last Year This Year 34

Middle class volume contribution


Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
35

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
36

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
How the middle class
4.5hours
TV/day, in spend their time on media
weekdays
(watch TV yesterday)

Almost

2 hours
Radio/day
34minutes
(listen to radio yesterday)

Newspaper/
day, in Almost
weekdays
(read NPP yesterday)
1.5hours
Internet/day
(internet user in P1W)

37

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Television
is still their main family
entertainment
TV Viewing remains stable
since 5 years ago

96% still watch TV.


38

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Internet usage
among middle
class has
grown! 22%

16% Growth of internet


13% penetration among
11%
8% middle class is driven
7%
by younger age
groups (10-19 years 39
2006 2007 2008 2009 2010 2011 old.)
Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
72 million Middle Class
Indonesian cell phone users

Penetration of
Cellular among
Middle Class

40

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Status Of Emerging Media
among the Middle Class

41

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Trying to get connected and
become Netizens
Of Middle Class have
Internet access

Access Internet
through their mobile
handset

78% of non-Internet users are waiting to get


connected. The barriers: adoption of sophisticated 42
devices and affordability.
Kadin Indonesia & NZTE Seminar
Copyright 2012 Nielsen. Confidential and proprietary.
Key Take outs

Innovation Value for money Convenience


excites Price still plays a Is a driver for
consumers big role growth

43

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
44

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Consumer Confidence of New Zealanders
120
115
Global
110
105
100 100 99 Asia Pacific
99 98 98 99 98
97
95 95

90 90 90 91
89 New Zealand
85
80
Australia
75
70

45

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
One-third consumers in NZ feel good about job prospects

Base : All respondents n=10179


46

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
Half of consumers in NZ feel confident with the

Base : All respondents n=10179


47

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
One-third believes that the year ahead is a good time
to purchase the things they need/want

Base : All respondents n=10179


48

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.
49

Kadin Indonesia & NZTE Seminar


Copyright 2012 Nielsen. Confidential and proprietary.

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