BRAND STORY
Cimory has is the fastest-growing brand among the top 100 FMCG brands. The market penetration of Cimory has soared from 20.4% in 2020 to an impressive 43.5% in 2022, which has catapulted the brand from position 115 in the 2021 rankings to 73 in 2022. This has earned Cimory its position as the number nine brand in the Indonesian dairy and dairy substitute market.
Cimory owes its success to its strategic expansion beyond milk, specifically introducing a range of yoghurt products. By adopting a flavour-driven approach and offering innovative flavours, Cimory has positioned itself as a brand that caters to evolving consumer preferences.
Furthermore, its increased presence across channels in Indonesia has allowed it to effectively reach a wider consumer base.
In 2020, Cimory demonstrated its innovation by introducing a drinkable format for spoonable yogurt, successfully bridging the gap between the two formats. Alongside format innovation, Cimory continues to offer a variety of innovative flavours to cater to a wide range of consumer tastes and meet the ever-changing demands of the market. This approach has earned them a loyal consumer base spanning various socioeconomic classes, particularly among households with kids and teens.
Significant CRP growth and made it to the TOP 100 FMCG brands in 2023
After the pandemic, Ultra Milk managed to accelerate its growth to become the most chosen liquid dairy and is currently ranked fourth in the Dairy & Dairy Substitutes sector.
Despite a declining market, Ultra Milk has managed to grow. In addition to successfully stealing buyers from its competitors, spend and trip sizes for Ultra Milk’s existing consumers have also increased, which has strengthened their core variants without the need to introduce new variants.
They primarily targeted SES AB and showed that they had a strategy to target various buyer profiles using their core variants. Older generations lean more toward full cream, while younger generations prefer strawberry and chocolate. In addition, while the two primary channels for the liquid market are minimarkets and traditional trade - with traditional trade being the only one to experience growth - Ultra Milk is strong in both channels.
There are still plenty of growth opportunities for Ultra Milk. The brand managed to bounce back after the pandemic amid a falling market and broadened its target through different variants, so we expect the growth of Ultra Milk to continue to accelerate.
Indofood has various businesses that have been operating in Indonesia since the early 1980s. As a heritage brand, Indofood improved its position to seventh in the FMCG ranking and fifth in the Food sector this year. Herbs and seasoning is driving its growth and enabled the brand to grow throughout the pandemic and into 2023.
Indofood’s success lies not only in its strong brand presence, but also in its ability to adapt to changes and the needs of consumers. Currently, consumers are blending the trend for experimental cooking with the need for practicality. Indofood increased its presence across the regions in Indonesia which has enabled them to effectively reach a wider consumer base, especially the lower SES.
The path to success for Indofood remains its ability to expand buyers in the long term as there are still white spaces in the market - either within its core herbs and seasoning category or even from other categories such as ketchup, sauces, and bouillon, which are expected to grow.
Daia is one of the detergent super brands (brands with >70% penetration) in Indonesia, which specialises in powder formats. Although Daia is the youngest of the top three detergent brands in Indonesia, it managed to continue to grow and expand. Daia is now ranked number two in the Home Care category and number 11 in total FMCG. Daia also acquired 25% of the overall market share.
Although it has fewer new variants compared to other brands, their newest NPD, Daia Clean & Hijab Fresh, launched in 2021 and has successfully grown the buyer base to reach 36% penetration in 2022. This variant drove the overall growth of Daia, when performance of its core and other variants mostly remained stable.
Daia is not only growing faster in Java, but in other Islands too, especially Kalimantan and Sulawesi. With API 91 to total category, the growth might be driven by competitive prices and a strong presence in proximity channels (traditional trade and minimarket). Daia’s core buyers are mid-low consumers, which the brand can leverage to accelerate its growth.
