FUTUREPROOFING FESTIVE STRATEGY FOR 2024
Indonesian shoppers showed restraint on goods typically purchased around key festive celebrations including Ramadan.
Despite prioritising their expenditure, resilient Indonesians are still enthusiastic about gifting. This is something brands can leverage, particularly with mid to low income consumers. Moreover, brands should also explore the subtle differences in shopper attitudes and behaviours across Indonesia. Tapping into these local nuances could provide opportunities for more tailored strategies in some regions.
While growth in sales in modern trade outlets such as hypermarkets and minimarkets is significantly faster this year, manufacturers should not stop targeting traditional traders during the festive season, who remain an important source for consumer pull. For Food and Beverages manufacturers, the competition is getting more severe with faster growth of personal care during the season. They will need to push an effective and relevant strategies to be an inherent part of the Festive celebrations, especially among the younger and online shoppers, who will be the main household shoppers of the future.
Panel Home Survey is a quick-turnaround survey aimed at gaining insights from main FMCG shoppers' behavior with a short-focused questionnaire (4-5 close-ended questions)
Questions answered via Panel Home Survey for Festive 2023 Survey:
How is the difference in consumers’ wallet between before festive, the festive period, and post-festive period?
How does the prioritization look like in consumers’ budget for festive season?
Is there any difference between before and after receiving THR?
How THR will affect consumers’ budget allocation during the festive season?
Source: Kantar Panel Home Festive Survey 2023, 1,515 Respondents in 13 Big Cities. Conducted within 4th week post Festive Eid in:
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