Welcome Back. New Year, New Opportunities
These are our reflections on the year that has gone by (based on YTD October data from BPS & from a very insightful FMCG Outlook webinar series by Worldpanel by Numerator Indonesia)
GDP grew by 5% but led to only a 1.3% increase in Jobs meaning that not everyone benefited equally from the GDP growth. This led to a very soft 2% only growth for In-home FMCG. There is some upturn in Q4 and the year might end up slightly better & lead to a more optimistic 2026 (we will wait & see)
But in a vast and increasingly diverse country like Indonesia, averages dont tell the whole story. There is more evidence this year of the rising importance of de-aggregation and hence, criticality of having a Many Indonesias strategy
We are calling it the The Great Consumer Re-calibration, which should prompt a Marketing strategy, GTM & RTM re-calibration
Do let us know your thoughts and also reach out to us if you want to know more and if you would like us to walk you and your teams through this deck and more
[email protected]
Consumer Recalibration in Indonesia
Welcome Back. New Year, New Opportunities These are our reflections on the year that has gone by (based on YTD October data from BPS & from a very insightful FMCG…