Required Report: Required - Public Distribution Date: July 06, 2021
Report Number: ID2021-0030
Report Name: Retail Foods
Country: Indonesia
Post: Jakarta
Report Category: Retail Foods
Prepared By: Novi Yuningsih
Approved By: Garrett Mcdonald
Report Highlights:
Social distancing measures related to COVID-19 are changing how Indonesian consumers shop, forcing
retailers to seek more customers online and re-think store formats and location. After an initial increase
following the onset of the pandemic, retail grocery sales ended 2020 down 13 percent at $97 billion.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY
STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY
Post: Jakarta
Market Fact Sheet: Indonesia
Executive Summary Food Service Industry
The foodservice sector’s total contribution to GDP
Indonesia is the fourth most populous nation in the
was about $23 billion in 2020. The sector is
world, with a population of approximately 270
dominated by small restaurants and street-side
million in 2020. Fifty-six percent of the population is
on Java island, one of the most densely populated restaurants known as warungs.
areas in the world. In 2020, Indonesia’s GDP reached
$1,055 billion and GDP per capita reached $3,907 Quick Facts for 2020
(est.). Indonesia is a major producer of rubber, palm Agricultural Product Imports: $19.4 billion
oil, coffee, and cocoa. In 2020, agricultural imports U.S. Share (16%) – $3.0 billion
reached $19.4 billion ($6.3 billion of which was Consumer-Oriented Product Imports: $6.3 billion
consumer-oriented products). In addition to U.S. Share (12%) – $728 million
consumer-oriented products, soybeans and wheat are Edible Fish & Seafood Products Imports: $388 million
top imports. Agricultural self-sufficiency is a stated U.S. Share (10%) – $39 million
goal of the Indonesian government and is often used Top 10 Growth Products:
to justify trade barriers and restrictions. Dairy products, baked goods, baby food, confectionery,
processed meat & seafood, savoury snacks, sauces,
Import of Consumer – Oriented Products to dressing & condiments, sweet biscuit, snack bars & fruit
Indonesia, 2020 (million USD) snack, and ice cream & frozen dessert
Top 10 Retailers
Indomaret, Alfamart, Alfa Midi, Transmart/Carrefour,
Others, China,
$1,789, 28%
Hypermart, Superindo, Giant, Lotte Mart, Farmer’s
$2,614, 41%
Market, Hero
GDP/Population 2020
United
States, $728, Population (millions): 270
New 12% GDP: $1,055 Billion
Australia,
Zealand,
$542, 9%
$615, 10% GDP per capita: $3,907
Economic Growth
2020: (- 2.07%)
2019: (+ 5.02%)
Source: Indonesia Statistics, GTA and Euromonitor
Food Processing Industry
The food processing industry is comprised of Strength/Weakness/Opportunities/Challenge
approximately 7,700 large and medium-sized Strengths Weaknesses
producers, and 1.7 million micro and small-scale Large Consumer Base Inadequate infrastructure,
producers. Most of the products are consumed including ports and cold
domestically (mostly retail) and the market is storage facilities outside of
the main island of Java
considered highly competitive.
Opportunities Challenges
Rapid growth of retail Challenging business
Food Retail Industry
sector; Japanese, climate, and unpredictable
Indonesian grocery retail sales reached $97 billion in Korean, and Western regulatory environment.
2020 (traditional grocery retailers held 79 percent restaurant chains; Declining HRI and tourism
share). There are four players in the hypermarket bakeries; expanding sector due to COVID-19
space (Carrefour/Trans Mart, Giant, Hypermart, and online sales platforms; travel restrictions
Lotte Mart), and six in the supermarket segment growing export demand
(Alfa Midi, Hero, Superindo, Ranch Market & for processed products.
Farmers Market, Food Mart, The Food Hall). Major
convenience stores include Indomaret and Alfamart. Contact: FAS Jakarta, Indonesia
[email protected] /www.usdaindonesia.org
2
COVID-19 and Retail Market Update
COVID-19 remains uncontrolled throughout Indonesia. The Government of Indonesia (GOI)
began a nationwide vaccination effort in January 2021. As of June 2021, 13.18 million
people are fully vaccinated (4.72 percent of the population). Cases have surged to record
highs following the Eid-al-Fitr holiday in May 2021, leading the GOI to tighten existing
policies of Micro Restriction on Public Activities (PPKM). From June 22 – July 5, new
restrictions have been placed on shopping malls, restaurants, and other stores, limiting
operational hours, and reducing customer capacity to 25 percent. The policy also extends to
offices, where companies operating in non-essential sectors are required to adopt a work-
from-home policy and limit on-site staffing to 25 percent.
Social distancing policies have negatively impacted several hypermarket and supermarket
chains, especially those predominantly located within malls and lifestyle/shopping centers.
Grocery retailer Hero Group (operator of Hero and Giant stores) saw 2020 sales decline by
33 percent to $418 million compared to 2019. Hero Group recently announced plans to close
all Giant stores (approximately 75 hypermarket and supermarket stores across Indonesia) in
July 2021. Other major retailers have faced similar challenges. Citing lower customer
traffic, Matahari Putra Prima (operator of more than 130 stores under brand Hypermart,
Hyfresh, Foodmart and Primo Supermarket) reported a 2020 sales decline of 22 percent, to
$462 million.
The global pandemic and social mobility restrictions has forced retailers to seek new models
for reaching consumers, including omni-channel sales, and collaborating with online market
platforms and ride hailing companies. Matahari Putra Prima launched a strategy in August
2020 to collaborate with leading marketplace operators such as GrabMart, Shopee, and
Tokopedia, aiming to achieve 8-10 percent of total sales online in 2021, compared to 4
percent in 2020 and less than 1 percent in 2019. The company is also considering
transforming their hypermarket formats to smaller stores, in line with the current market
trends where convenience stores have benefited from their many smaller locations closer to
residential areas. Other retailers, such as Supra Boga Lestari (operator of Ranch Market,
Farmers Market, the Gourmet and Day 2 Day), have launched their own online shopping
applications to provide instant delivery to customers. The agility of some retailers has
produced positive results. Supra Boga Lestari reported a sales revenue increase of 26 percent
year-over-year, due to store expansion and increased efficiencies. Indonesia’s second largest
convenience store, Alfamart, also managed to generate growth of 2 percent in 2020, reaching
sales of $3.5 billion.
Retail sales in 2021 are likely to see mixed performance, as Indonesia continues to balance
social mobility restrictions to prevent the spread of the virus with the need to increase
economic growth following significant declines in 2020. The GOI is prioritizing vaccination,
however logistical challenges in receiving and distributing vaccines to an island nation of
over 260 million have hampered efforts. The realization of forecasts to return to 4-5 percent
growth in 2021 may ultimately depend on how vaccination efforts proceed.
SECTION I. MARKET SUMMARY
Despite COVID-19 related setbacks, which led to a 13 percent decline in retail sales in 2020,
Indonesia’s grocery retail sector remains one of the most promising markets in Asia. Driven
3
by a large population, growing middle class, and increasing urbanization, Indonesia presents
opportunities for a full spectrum of consumer-oriented products.
Current trends in Indonesia’s retail food industry include:
Online Shopping. Modern retailers continue to expand their online presence to boost
sales performance through e-commerce. Imported food products are widely available
in online platforms such as Tokopedia and Shopee, which are sold by both importers
and local retailers operating official stores within the platforms.
Specialty Stores. In urban areas such as Jakarta, Bandung, and Surabaya, specialty
stores are increasing in popularity. These stores offer high-quality imported products
focusing on specific product categories, e.g., fruits, meat, seafood, organic products,
premium poultry products etc. These specialty stores target upper-middle consumers
and are often located near residential areas.
Small Format Stores. Supermarket and hypermarket operators have recently
launched smaller format stores to compete with large convenience chains and reach
consumers closer to their homes. Examples include Supra Boga Lestari launching
Day 2 Day and Matahari Putra Prima launching Hyfresh stores.
Supermarket Refrigeration Trends. With increased demand for frozen food and
fresh products, modern retailers have expanded their retail refrigeration capacity.
According to The Indonesian Cold Chain Association (ARPI), the total national
consumption of frozen food in 2020 increased by 17 percent to 11.58 million tons,
and is expected to grow an additional 25-30 percent in 2021.
On-the-Go Packaging. Convenience stores such as Indomaret and Family Mart have
added imported fresh fruits in the form on-the-go packaging to their product portfolio,
available in urban areas.
Health Foods. The trend towards healthier lifestyle continues as urban consumers
seek healthier alternatives to mainstay processed products. The trend has resulted in
the newly launched supermarket Growell Whole Foods, which focuses on healthy and
organic food products. The new outlet offers certified GMO-free products from the
U.S., Japan, United Kingdom, and South Korea.
Advantages Challenges
The digital transformation in e-commerce and Slow technology adoption within the
ride-hailing apps in Indonesia will provide demographic groups who live in rural areas.
opportunity for the retail sector to reach more
customers who are increasingly relying on
online shopping.
Healthy lifestyle trends are increasing Importing these products requires a lengthy
opportunities for fresh products e.g., meat, and burdensome licensing process.
fruits, and dairy.
Younger consumers are driving demand for a Imported snack foods are mostly available
variety of snack foods. only in premium supermarkets
Modern grocery channels continue to increase Indonesia’s modern retail sector is still
the variety of products and locations, dominated by traditional outlets,
continuing a shift from traditional markets. accounting for 79 percent of total grocery
retail sales.
4
Grocery Retail Outlets by Channel in Indonesia
Category 2015 2016 2017 2018 2019 2020
Traditional 4,593,483 4,589,788 4,574,208 4,546,222 4,512,891 4,474,316
Convenience stores 26,102 29,142 31,460 32,701 34,715 36,146
Supermarkets 1,319 1,341 1,377 1,400 1,428 1,457
Forecourt 550 611 651 685 728 730
Hypermarkets 299 314 333 330 336 337
Source: Euromonitor International
Grocery Retail Sales
2015 - 2020
100.0
90.0
USD Billion
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
2015 2016 2017 2018 2019 2020
Convenience stores 7.4 8.7 9.6 10.6 11.7 12.5
Hypermarkets 2.5 2.4 2.4 2.4 2.3 2.0
Supermarkets 4.6 4.9 5.0 5.3 5.6 5.2
Traditional stores 73.0 77.9 83.3 88.1 92.0 77.2
Source: Euromonitor International
SECTION II. ROADMAP FOR MARKET ENTRY
Entry Strategy
Please see this report: Exporter Guide 2020, page 3 for information on how to enter the
Indonesian market, including market research and local business customs.
Trade Shows in Indonesia
Name of Event Location Dates of Event Website
Food and Hotel Jakarta 22 – 25 September, www.foodhotelindonesia.com
Indonesia 2021 2021
SIAL Interfood 2021 Jakarta 10 - 13 November, https://sialinterfood.com/
2021
Food, Hotel & Tourism Bali 17 – 19 March, 2022 www.fhtbali.com
Bali, 2022
Hotelexpo Indonesia Jakarta 27 – 29 July, 2022 www.hotelexpoindonesia.com
2022
Food Ingredients Asia Jakarta 7 – 9 September, 2022 https://www.figlobal.com/asia-
2022 indonesia/en/home.html
Import Procedure
Please utilize the links below for information on import procedures, regulations, tariffs,
approved U.S. establishments and retail products:
5
Retail Product Registration Guide for Imported Food and Beverages – This report
provides guidance on the registration process for retail foods.
Food and Agricultural Import Regulations and Standards - Export Certificate 2020–
This report provides information on certificates required to export food and
agricultural products to Indonesia.
Food and Agricultural Import Regulations and Standards - Annual Report 2020- This
report provides information on Indonesia’s import requirements for food and
agricultural products.
Tariffs and FTAs Information - Based on HS Code
List of U.S. Processed and Retail Products in Indonesia - this site provides an
updated list of U.S. products that have received approval for retail sale in Indonesia.
Approved U.S. establishments: Dairy Products, Meat Products, Pet Food
U.S. Dairy Plant Registration Guidelines – this report provides information on the
questionnaire/process required to apply for approval to export U.S. dairy products.
Guide to Re-selling Containerized Cargo After Arrival
Distribution Channels
Distribution of imported products in Indonesia is limited to mostly urban areas and mostly
through supermarkets, hypermarket, and specialty stores, especially for perishable
productssuch as dairy, meat, and fresh fruits. Convenience stores benefit from their wide
distribution centres, with warehouses located across Indonesia. However, they mostly sell
local products and few imported products in small packaging which are affordable for
middle-lower income consumers, such as confectionery and snacks. Wet markets in Jakarta
and other, secondary cities may offer limited imported products such as lower quality fresh
fruits and secondary cuts of beef and offal. Grocery retailers procure foreign products via
local importers or distributors due to regulations prohibited them from importing directly.
However, some supermarkets have designated affiliate companies established expressly for
importing directly.
Market Structure
Convenience Stores
Indomaret continues to lead the category with more than 18,000 outlets across Indonesia,
followed by Alfamart with nearly 15,000 outlets. About 90 percent of sales value for
convenience stores in Indonesia is derived from these two companies, which have modern,
integrated distribution systems and centralized procurement. Convenience stores are expected
to continue to be the fastest growing grocery retail segment, with an average of 1,000 new
outlet expansions each year. Convenience stores have demonstrated their resiliency and
necessity during the pandemic, providing reasonably priced products closer to residential
areas during periods of mobility restrictions.
Hypermarket/ Supermarket Stores
Hypermarkets and supermarkets are generally located in malls and shopping centers, and
generally offer 5 to 30 percent imported food and beverage products. The percent of
imported products can be as much as 60 percent for some premium or high-end stores. Those
premium outlets target upper-middle income and high-income consumers with a large variety
of imported products such as fresh fruits, meat, snacks, condiments, and dairy.
6
Superindo, Farmers, and Ranch Market are the top three supermarket brands in Indonesia,
while the hypermarket category is led by Transmart Carrefour, Hypermart, and Giant. Major
supermarkets and hypermarkets offer in-store bakeries, cafés and restaurants, and prepared
meals, with grocery products typically contributing about 65 percent of total sales. Additional
information on Indonesian supermarket/hypermarket chains can be found in this report: Retail
Chain Overview and Product Survey
Specialty Stores
Increasing demand for healthy food options has led to the expansion of specialty stores
focusing on fresh meat, fruit and vegetables, and seafood. Found mostly in major urban areas,
outlets such as Total Buah, Rumah Buah, Frestive, and All Fresh offer high quality fresh
produce to middle-upper income consumers. Meatshops have also expanded, as demand for
quality meat and seafood has increased. Stores such as Indoguna Meatshop, Goodwins
Butchery, Celine Meatshop, Bumi Maestro Ayu, and Stevan Meatshop sell premium cuts of
beef, fresh and frozen seafood, and condiments.
Traditional Stores
This category consists of wet markets and independent grocery stores (mom and pop stores),
which still account for about 79 percent of retail grocery sales. Some traditional markets sell
imported products such as apples, mandarins, oranges, grapes, pears, and meat. Traditional
small grocers do not carry the variety of products and services offered by minimarkets,
instead selling affordable, mostly local food and beverage products familiar to local
consumers. This differentiation, along with location, helps them remain competitive against
modern retail outlets.
Top Indonesian Food Retailers (2020)
No Brand Name Sales Value Number
(USD million) of Outlet
1 Indomaret (Salim Group) 5,900 18,271
2 Alfamart (Sumber Alfaria Trijaya Tbk PT) 5,256 14,973
3 Transmart Carrefour (Trans Retail Indonesia PT) 954 137
4 Alfa Midi (Sumber Alfaria Trijaya Tbk PT) 863 1,761
5 Hypermart (Matahari Putra Prima Tbk PT) 414 98
6 Super Indo (Koninklijke Ahold Delhaize NV) 382 177
7 Giant (Dairy Farm International Holdings Ltd) 334 87
8 Lotte Mart (Lotte Group) 278 41
9 Farmer's Market (Supra Boga Lestari Tbk PT) 124 29
10 Hero (Dairy Farm International Holdings Ltd) 86 19
Source: Euromonitor 2020
Retail Sales Value of Alcoholic Drinks, Soft Drinks and Packaged Food (US$ million)
Product 2015 2016 2017 2018 2019 2020
Alcoholic beverages 527 589 637 651 719 510
Soft drinks 6,814 7,526 7,641 7,398 7,877 7,477
Packaged food 25,083 28,033 29,600 29,318 31,577 34,174
Cooking ingredients and meals 2,832 3,128 3,364 3,432 3,761 4,142
Baby Food 2,493 2,758 2,872 2,785 2,878 3,066
Dairy 2,867 3,188 3,450 3,540 3,863 4,244
Baked goods 2,094 2,294 2,409 2,365 2,523 2,696
7
Breakfast Cereals 72 84 90 89 95 101
Processed fruit and vegetables 37 40 43 42 44 47
Processed meat and seafood 1,385 1,601 1,707 1,462 1,676 1,981
Noodles 2,408 2,631 2,699 2,731 2,924 3,152
Pasta 23 26 27 27 29 30
Rice 6,181 6,998 7,445 7,416 7,933 8,587
Confectionery 1,674 1,943 1,956 1,919 2,069 1,907
Ice cream and frozen desserts 353 393 406 394 424 420
Savoury snacks 1,421 1,572 1,687 1,693 1,847 1,818
Sweet biscuits, snack bars and fruits snacks 1,184 1,378 1,463 1,467 1,626 1,634
Source: Euromonitor 2020
SECTION III. COMPETITION
Local Competition
Local companies have a strong presence in the food and beverage market. Locally produced
noodles, biscuits, confectionery, savoury snacks, processed meat, processed dairy products
(such as UHT milk, cheese and yoghurt), canned fish, and tropical fruits dominate retail
shelves. In recent years, local producers have increased organic branding of fresh vegetables
such as spinach and kale due to growth in demand from wealthier urban populations seeking
healthier lifestyle products. Major multinational companies, including Nestle, Unilever,
Friesland Campina, Danone, and Kraft Heinz, locally produce a variety of dairy-based
products, ready-to-drink beverages, condiments, and baby food.
Import Market Competition
In 2020, total Indonesia consumer-oriented products imports were valued at $6.2 billion.
Imports from the United States totalled $724 million, an increase of 12 percent year-over-
year. Indonesia mostly imports products that serve as inputs to food manufacturers or aren’t
produced in adequate volumes locally, such as milk powder, French fries, beef, fresh and
processed fruits and vegetables, and wine. The United States competes with New Zealand,
Australia, and the EU in the dairy products category, with China and Australia in the fresh
fruit category, and with Australia and India in the beef products category. Consumers in
Indonesia view U.S. beef as a high-quality, premium product which competes with Australian
beef at high-end supermarkets and hypermarkets, whereas Indian beef (buffalo meat) is
mostly sold in traditional wet markets.
Indonesian Imports of Consumer-Oriented Products, 2020 ($million)
Product Indonesia import from %Δ Indonesia import from %Δ
the world 2020/19 the U.S 2020/19
(value in million USD) (value in million USD)
2018 2019 2020 2018 2019 2020
Dairy Products 1,371 1,552 1,611 3.8% 179 252 377 49.3%
Soup & Other Food Preparations 511 504 509 1.1% 91 91 95 4.5%
Fresh Fruit 1,202 1,368 1,154 -15.6% 90 100 84 -16.1%
Beef & Beef Products 725 851 718 -15.6% 52 86 74 -13.6%
Processed Vegetables 355 371 260 -29.8% 48 61 46 -25.1%
8
Tree Nuts 52 56 41 -27.6% 12 16 12 -26.9%
Processed Fruit 139 135 137 1.1% 15 15 11 -24.7%
Non-Alcoholic Bev. (ex. juices, coffee, tea) 112 105 88 -16.7% 1 2 5 164.2%
Dog & Cat Food 93 95 120 26.4% 5 4 4 -17.3%
Condiments & Sauces 97 100 90 -9.7% 3 4 3 -18.9%
Bakery Goods, Cereals, & Pasta 192 193 167 -13.6% 2 2 3 48.7%
Tea 52 64 46 -28.2% 1 2 3 44.7%
Fruit & Vegetable Juices 22 25 25 -0.7% 3 2 3 17.2%
Coffee, Roasted and Extracts 160 114 93 -17.9% 2 2 1 -34.1%
Pork & Pork Products 9 4 8 82.6% 2 2 1 -44.6%
Chocolate & Cocoa Products 178 191 145 -24.1% 2 2 1 -66.9%
Poultry Meat & Prods. (ex. eggs) 0 1 1 -50.6% 0 1 1 -42.9%
Fresh Vegetables 590 626 690 10.2% 1 0 1 398.0%
Wine & Related Products 19 15 5 -68.5% 1 1 0 -61.9%
Chewing Gum & Candy 59 64 60 -6.2% 0 0 0 -11.4%
Spices 211 163 171 5.2% 0 1 0 -54.9%
Meat Products NESOI 15 17 11 -39.5% 0 0 0 -13.8%
Distilled Spirits 19 11 5 -52.2% 1 1 0 -83.4%
Eggs & Products 12 11 12 6.0% 0 0 0 -4.9%
Beer 3 2 0 -77.5% 0 0 0 -80.6%
Nursery Products & Cut Flowers 7 9 8 -14.2% 0 0 0 763.3%
Total 6,206 6,647 6,174 -7.1% 513 648 724 11.7%
Source: Trade Data Monitor
SECTION IV. BEST PRODUCT PROSPECTS CATEGORIES
Best Prospective U.S. Products for the Indonesian Food Retail Market
Fresh fruits Cheese Frozen food
Beef Snack foods Condiments
Top Consumer-Oriented Products Imported from the World
Beef Grapes Dog and cat food
Garlic Apples Butter
Food preparation: Pears Longan
non-dairy creamer, Malt Extract Coffee
food supplement etc Mandarin French fries
Milk and cream Whey and lactose
powder
Sauces
Top Consumer-Oriented Products Imported from the United States
Milk and cream Frozen beef Onion powder
powder Grapes Cheese
Food preparation: French fries Raisins
food supplement Malt extract Oranges
and flavouring Whey and lactose Dog and cat food
Apples Almonds
9
Products Not Present in Significant Quantities but which have Good Sales Potential
Wine
Cherries
Plums
Avocado
Blueberries
Strawberries
Pistachios
Fresh cut flowers
Prunes
Peaches
Soups and broths
10
SECTION V. KEY CONTACTS AND FURTHER INFORMATION
Web: www.usdaindoneisa.org
E-mail:
[email protected] Association of Indonesian Meat Importers
Tel: +62 21 50831162 Email:
[email protected] National Meat Processor Association
Food Standard and Registration
Email:
[email protected]The National Agency for Drug and Food
Control (BPOM) Dairy and Meat Approval Directorate General
Web: www.pom.go.id of Livestock and Animal Health Services
www.ditjennak.pertanian.go.id
Indonesian Food & Beverage Association
Web: www.gapmmi.or.id Animal/Plant Quarantine and Inspection
Email:
[email protected] Indonesian Agricultural Quarantine Agency
www.karantina.pertanian.go.id
Indonesian Fruit & Vegetables Exporters &
Importers Association
Attachments:
No Attachments
11
