In-home FMCG Monitor Full Year 2021

The latest Indonesia FMCG In-home Monitor FY 2021 is now out.

Kantar is continuously in contact with your consumers on a weekly basis and across the country. Through FMCG Monitor, we provide an overview of the Indonesian FMCG In-home market and its evolution across sectors and highlights of the latest trends.

In the full year 2021 edition, the economy and FMCG industry has shown a good trajectory to recover, yet shoppers remain prudent with their spending and low shopping frequency become a new normal.

Read our latest edition of FMCG monitor to learn the dynamic among Indonesian consumers.

Some highlights in this quarter:

1. Indonesia’s economy was slowly recovered shown by 5.02% growth in the last quarter. The recovery was supported by loosened Covid-19 restrictions and rising vaccinations rate.
2. FMCG growth was softer than 2020 and shopping trip remained challenging, suggesting higher importance to win over the limited trip with bigger trip size.
3. Higher spending and bigger basket size were seen among middle to lower class buyers who drove the overall growth hence important to optimize recruitment strategy beyond upper class
4. Food and personal care spending were higher due to bigger basket size, extending the need to offer value for money proposition and reformulate recruitment strategy for each category.
5. Traditional Trade remained prominent and omnichannel behavior is seen with promising growth from Online channel hence strong presence across online and offline stores become a hygiene factor.
6. Internet’s relevancy gets stronger among FMCG shoppers. Brands need to be stand out and craft strategies to reach their shoppers on the internet.