Indonesia today is a dynamic nation with plenty of opportunities. While inflation has risen and there has been some instability in the stock market and currency, the country has progressed consistently in the past decade with GDP growth reaching almost 6% annually. Indonesia is now officially the world’s 16th largest economy.
With rapidly urbanising young population, Indonesia is one of the fastest-growing consumer markets in the world. A research by McKinsey & Company found that consumers, totaling about 70 million or almost 30% of the country’s population, are becoming increasingly sophisticated in their spending habits and product choices, including their choices of food. And this number is growing by 5 million per year! In other words, 5 million people, or about the size of Singapore’s population, enter the urban consuming class each year.
The Urban Trend
This type of consumers cares more about health and wellness, highlighting the huge opportunity to serve the increasing necessity for healthy lifestyle. Understanding the needs and emerging attitudes of this consuming class is critical if we want to tap into this opportunity where food and beverages represent 9 of the top 11 fast-moving consumer goods categories. And although “healthy options” are still limited in this country, the future sure looks promising. Several years ago, it was almost impossible to find organic products in Indonesia. Today, more and more organic and healthy produce are available throughout Indonesia, proving that preferences have shifted.
Striving for a healthy planet and communities where everyone can enjoy fresh, tasty and healthy foods, VECO Indonesia realises the potential to take the lead and start innovating in this space. Pushing forward for a healthy food system is one of keys.