FOREWORD
Indonesia has shown resilience as it emerged from the pandemic in good economic shape. It is sustaining overall GDP growth despite the challenge of continuous inflation. Consumers are adapting to rising inflation by adjusting their household spending and prioritising their needs, which in some cases affects their brand choice.
Our shoppers’ response study shows that shoppers adapted their behaviour. Buying bigger packs has been seen mainly among Upper and Middle-class consumers, whereas Lower-class consumers have swapped to a cheaper brand .
This year’s Brand Footprint revealed that many brands have been resilient and managed to increase their shopper base despite the challenges. The top-featured brands in the Most Chosen Brands lineup have shown interesting growth and have adapted quickly and created impactful innovations. They have continued to win shoppers by offering alternatives pack sizes and adopting the right price-pack strategy.
The brands that made their debut to the Top 100 most chosen FMCG brands have shown exceptional growth amid continuous inflationary pressures. We bring you insights direct from the brand custodians of these winning brands about the secret to their success. This year, we have also interviewed the brand leaders of some of the heritage brands that have manage to stay ahead in the market and remain strong over the decades. We share their inspiring stories and valuable insights throughout the report, to inspire you to identify opportunities and implement strategies for your own brand to foster sustainable growth.
