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10/19/2011 1
ASIA PACIFIC WEEK
BERLIN , 8 SEPTEMBER 2011
ADHI LUKMAN
Chairman of GAPMMI
(INDONESIAN FOOD & BEVERAGES ASSOC...
10/19/2011 2
INDONESIA
INDONESIA , the Archipelago Country and The World
The Indonesian
Economy and F&B Industry
Development
FACTS:
Strategic geographic location and strong global presence
Total land area Indonesia is around 1.922.570 km² and sea
...
3. STRATEGIC GEOGRAPHIC LOCATION…
Indonesia lies strategically in the
intersection of the Pacific Ocean, along
the Malacca...
2007 2008 2009 2010 2011* 2012*
GDP gowth (y-o-y, %) 6.3 6.0 4.5 6.1 6.5** 6.7***
Nominal GDP (current prices (Rp
trillion...
Steady GDP growth
5.5
6.3 6.1
4.5
6.1 6.5
5.7 6.2 5.8
6.5 6.56.5
06 07 08 '09 '10 est
'11
Q1
'10
Q2
'10
Q3
'10
Q4
'10
Q1
'...
Passing GDP per capita USD 3000
86 87 88 89 90 91 92 93 94 95 96 97 98 99 '01 '02 '03 '04 '05 '06 '07 '08 '09 10 11 12 13 ...
10/19/201110/19/2011 99
Inflation is kept low
Source: BPS, Kemenperin
-
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
2005 2006...
Category % Output % Number of
establishment
Big & Medium 86,79 0.52
Small 5,69 5,71
Home Industry 7,52 93,77
Source : BPS,...
OUTPUT F&B (BPS, estimated by GAPMMI):
Year RP (Trillions)
2007 402
2008 526,6
2009 586
2010 605
2011* 684
*Target, estima...
Source : BPS dan Kementerian Perindustrian
Industrial growth 2011 (y-o-y semester 1)
Sector Growth (%)
2005 2006 2007 2008...
8.8 8.4 9.6 9.8 11.7
8.2
11.8 12.4
7.1
1.5
12.7 10.9 13.9 10.9 11.9 10.8 11.9 13.3
7,099
8,357
7,498 7,775
8,129
8,542 8,1...
-0.4
12.8
4.3
4.4
21.3
3.8
5.3
-0.4
2.0
6.3
16.5
5.7
6.8
7.0
2.0
45.9
13.6
6.4
11.3
6.3
Volume Growth %
Value Growth %
Ret...
11.0
-0.4
5.5
22.9
1.6
1.5
0.5
-6.9
1.9
17.1
5.5
13.5
-1.1
8.6
0.4
2.1
6.6
27.0
14.7
12.2
Volume Growth %
Value Growth %
T...
Source : BPS, 2011
Contribution by Sector in Manufacturing Industry 2005 – 2010 (%)
F&B and Tobacco
F&B manufacturing sect...
Investment Realization By Sector Year 2010 In Indonesia
17
Domestic Investment:
Food Crops & Plantation (208 projects wort...
10/19/2011 18
PMDN/DDI Realization by Sector Q-1 2011
Source : BKPM
Domestic food industry has realized 1.7T IDR investmen...
10/19/2011 19
Transport, Storage
& Communication
Others
Food Crops &
Plantation
Food
Industry
Paper & Printing
Industry
PM...
10/19/2011 20
PMA/FDI Realization by Sector Q -1 2011
Source : BKPM
FDI reached USD 0.3B in Q1 2011
Source : BKPM
Others
US$ 1.3 B Mining
US$ 1.5 B
Trade &
repairs
US$ 0.4 B
Transport,
Storage &
Communication
US$ 0.5 B
Met...
Others
US$ 2.2 B
Japan
US$ 0.4 B
USA
US$ 0.6 B
Netherland
$ 0.6 B
Singapore
US$ 0.8 B
South Korea
US$ 0.2 B
Source : BKPM
...
Country Q 1 Q 2
P I P I
Source : BKPM
EU FDI Realization in
Indonesia increased
from 604 bil IDR in Q1
to 833 bil IDR in Q...
24
World Investment Prospects Survey 2008 –
2012 of “the most attractive economies for
the location of FDI” conducted by t...
Key Challenges:
Channel Development,
Consumer Preferences, Food Safety,
Regulation & Trade
Indonesia market is dominated by traditional stores and
both are growing in numbers
Shop type Universe 2010
Hypermarket 15...
82.9 82.1 81.5 80.7 80.4 80.8 79.8 76.2 74.5
17.1 17.9 18.5 19.3 19.5 19.3 20.2 23.8 25.5
2002 2003 2004 2005 2006 2007 20...
YTD 2011 modern channel is still driver of the growth
of total market
8.2
15.6
11.1
Total
Indonesia
Modern
Trade
Tradition...
2929
••INFORMATION ERAINFORMATION ERA
(CONNECTED & TECHNOLOGY)(CONNECTED & TECHNOLOGY)
••EDUCATIONEDUCATION
••SOCIAL STATU...
10/19/2011 30
Digital technology change all aspect of life styleDigital technology change all aspect of life style
Every i...
10/19/2011 31
EDUCATION, SOCIAL STATUS & LIFE STYLE, HEALTH CONSCIOUS & RELIGIEDUCATION, SOCIAL STATUS & LIFE STYLE, HEALT...
10/19/2011 32
Nutrition
Facts
Hallal
Waste
concerned
Educated Consumers are more aware of Packaging label
3333
•Food Safety
•Quality Standard
•Healthy & Functional Food
•Back to Nature
•Food Additives concern
•Label
•Hallal/ Kho...
3434
•• Low quality raw materialLow quality raw material
Low qualityLow quality
Careless handling, etcCareless handling, e...
Food Availability
Food Acceptability
Food Safety
People’s Welfare
Food Accessibility
Food Safety is important with higher ...
3636
Concerning about Quality & Food Safety Integrated System
(Traceability)
Notes : HACCP = HAZARD ANALYSIS CRITICAL CONT...
3737
INDONESIA REGULATION ,
RELATED TO FOOD INDUSTRY, QUALITY & FOOD SAFETY
UU No. 2/ 1966 : Hygiene Law
UU No. 2 /1981 : ...
1. Liability to obtain Distribution Licenses from BPOM/NADFC* (before selling to
market) :
A. No MD : For Domestic Product...
10/19/201110/19/2011 3939
Basic Training & Implementation of
Food Safety
GMP
HACCP
QualitySystem
Certified Quality
Managem...
1. Trade Minister Decree No. 56/2008 , jo. No. 60/2008, jo. No. 23/2010 : Import Product
under Control (including Food Pro...
10/19/201110/19/2011 GAPMMI presentationGAPMMI presentation 4141
Key International Standards:
Codex Standards (CAC)
GRAS, ...
10/19/201110/19/2011 4242
REGULATION IN IMPORTING COUNTRY
Each Country update the regulation to protect Consumers?
1. Whit...
43
• NTBs (Non Tariff Barriers)
• REACH (Registration, Evaluation, Authorization and Restriction of Chemicals)
• DMF (Dime...
10/19/2011 44
DISTRIBUTION, CONVENIENCE :DISTRIBUTION, CONVENIENCE :
Consumers demand more quick services, comfortable & c...
10/19/2011 45
Modern Trade/Mini MarketTraditional Market
FMCG is shifting to modern distribution
10/19/2011 46
Traditional Market
Old Style
Traditional Market
New Style
Modern Market
However for fresh food, the wet mark...
10/19/2011 47
Some of Modern Super Market/ Hypermarket in Indonesia
Foreign
investor enter
to Indonesian
market
because of...
10/19/2011 48
Traditional Modern / Global
Modern premise may influence but not necessary eliminate
traditional
Lifestyle
f...
10/19/2011 49
A New Trend, new demand more convenient &services for
Consumers
24 hours Mini Market is combined
with Café s...
Indonesian Middle Class has grown 50 million since 2003 to
become 131 million people in 2010
"The Rise of Asia's Middle Cl...
“New consumerism”
Willingness to pay little extra for quality as a force
that encourages product differentiation and
there...
EVOLUTION OF TRADE IN THE WORLD
Global Condition of Food Trade:
• Borderless
• Less Tariff Barrier
• More non-tariff barri...
expanding to
Eastern Europe
expanding to
Latin America
Main Regional FTA
Source : CIA Factbook
(2007)
NAFTA
Population: 44...
5454
Bilateral Negotiation and Preparation (in progress)
1. Indonesia - EFTA
President RI and President
Switzerland, July ...
Single market
and
production
base
Highly
competitive
region
Region of
equitable
economic
development
Integration
into the
...
POPULATION 0F ASEAN PLUS
into one big region, will transform market to be a huge potential in the world
(more than 50% of ...
10/19/2011 57
Continent
Density
(inhab./km2)
Population (2011)
Most populous
country
Most populous city
Asia 86.7 4,140,33...
10/19/2011 58
Rank Country
GDP
(millions of USD)
— World 62,909,274
— European Union 16,282,230
— United States 14,657,800...
ASEAN Economic Minister Meeting
ASEAN Senior Economic Official Meeting (SEOM)
ASEAN Consultative Committee on Standards an...
• Exchange of information on standards, regulations, procedures and mandatory
requirements in Member Countries related to ...
The 8th ACCSQ PFPWG Meeting
(Palembang, Indonesia, 21-22 August
2008)
Task Force on harmonization
of food safety standards...
10/19/2011 62
HARMONIZATION & STANDARD IN ASEAN TOWARDS AEC 2015
1st Commodity Priorities 2nd Commodity Priorities
•HS 170...
10/19/2011 63
Activity
Value : US$
2010 Jan-May'10 Jan-May'11
Export 539,611,476 198,099,734 321,193,638
Import 242,462,61...
10/19/2011 64
No. COUNTRY
Export Import
2010 Jan-May 2011 2010 Jan-May 2011
Value (US$) Value (US$) Value (US$) Value (US$...
Conclusion
Actions for Indonesia - EU
10/19/2011 66
Consumer’s Preferences & Market Changes
10/19/2011 67
WHAT TO DO INDONESIA - EU
10/19/2011 68
WHAT TO DO INDONESIA - EU
NEED CLOSER COOPERATION
INDONESIA – ASEAN - EU
696910/19/201110/19/2011
Asian Food Regulation Information Service is a resource for the
food industry. We have the largest database of Asian food
...
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Changing Consumer Preferences and Markets-Indonesia and ASEAN

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By Mr. Adhi Lukman, Chairman of GAPMMI (Indonesia Food & Beverage Association), Asia Pacific Week

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Changing Consumer Preferences and Markets-Indonesia and ASEAN

  1. 1. 10/19/2011 1 ASIA PACIFIC WEEK BERLIN , 8 SEPTEMBER 2011 ADHI LUKMAN Chairman of GAPMMI (INDONESIAN FOOD & BEVERAGES ASSOCIATION) Food Trends Changing Consumer Preferences and Markets Indonesia and ASEAN
  2. 2. 10/19/2011 2 INDONESIA INDONESIA , the Archipelago Country and The World
  3. 3. The Indonesian Economy and F&B Industry Development
  4. 4. FACTS: Strategic geographic location and strong global presence Total land area Indonesia is around 1.922.570 km² and sea area is around 3.257.483 km² Second biggest coastline in the world with 54.716 km. +/- 13.000 Islands 237.6 millions populations (SUSENAS 2010), with socio economic level :12% high, 40% medium, 48% low class Average population growth within last 10 years 1,49 % Dynamic and youthful population (55% < 25 years old) 49.7 % Women, 50.3% Man (SUSENAS 2010) Population distribution : Java 57,49%, Sumatera 21,3%, Sulawesi 7,31%, Kalimantan 5,8%, Bali /Nusa Tenggara 5,5%, and Maluku/Papua 2,6% (SUSENAS 2010) Estimates 30 millions Peoples have strong buying power 58% living in rural area and 42% in urban 87% Moslem: Hallal & Thoyyiban 480 ethnics Average expenditure for food per capita 45.69%(urban) and 58.57% (rural), with average 50.62% (BPS, 2009) Rice as a main staple food Abundance of natural resources INDONESIA 2011
  5. 5. 3. STRATEGIC GEOGRAPHIC LOCATION… Indonesia lies strategically in the intersection of the Pacific Ocean, along the Malacca Straits and the Indian ocean Over half of all international shipping travel through Indonesian waters The only country in South-east Asia that is a member of G-20 Chairman of ASEAN in 2011 An active and strong voice of developing countries in global discussions on issues around climate change, global economy architecture, etc. Source: Supply Chain Leaders ASEAN Leading ASEAN
  6. 6. 2007 2008 2009 2010 2011* 2012* GDP gowth (y-o-y, %) 6.3 6.0 4.5 6.1 6.5** 6.7*** Nominal GDP (current prices (Rp trillions) 3,951 4,949 5,604 6,423 7,019 8,373*** GDP per capita (current prices, US$) 1,938 2,270 2,590 3,005 3,520 3,906 Population (mill) 225.6 228.5 231.4 237.6 243.7 249.0 Open unemployment rate (%) 9.8 8.6 7.9 7.6 7.0 6.7*** Inflation rate (%, year end) 6.6 11.2 2.8 7.0 4.61*** 5.3*** BI rate (%, year end) 8.00 9.25 6.50 6.50 6.75** 6.50 Fiscal balance (% of GDP) -1.3 -0.1 -1.6 -1.0 -1.2 -1.5 Public debt (% of GDP) 35.2 33.0 29.5 28.3 26.4 25.0 Currrency (Rp/US$, average) 9,163 9,756 10,356 9,080 8,514** 8,800*** Current account balance (% of GDP) 2.4 0.1 1.9 1.2 1.0 1.0 Reserves (US$ billions) 56.9 52.1 66.1 96.2 123.2** * 130.0 S&P's Rating BB- BB- BB- BB BB+ BBB- **Semester 1 – 2011 ***July 2011 (President speech 16 August 2011, RAPBN 2012) . Source: Bappenas, BPS Key Strengths
  7. 7. Steady GDP growth 5.5 6.3 6.1 4.5 6.1 6.5 5.7 6.2 5.8 6.5 6.56.5 06 07 08 '09 '10 est '11 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Source: BPS, Bank of Indonesia
  8. 8. Passing GDP per capita USD 3000 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '01 '02 '03 '04 '05 '06 '07 '08 '09 10 11 12 13 14 Break USD 1000 Break USD 2000 Break USD 4000 Break USD 3000 Source: BPS
  9. 9. 10/19/201110/19/2011 99 Inflation is kept low Source: BPS, Kemenperin - 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 2005 2006 2007 2008 2009 2010 % Year Food Material Processed Food General January – July 2011 inflation rate at 4.61 %
  10. 10. Category % Output % Number of establishment Big & Medium 86,79 0.52 Small 5,69 5,71 Home Industry 7,52 93,77 Source : BPS, Sensus 2008 F&B industry is dominated by Small and Home Industry (SME’s), however they only contributed less than 15% Can SME’s survive in the competition in the global market?
  11. 11. OUTPUT F&B (BPS, estimated by GAPMMI): Year RP (Trillions) 2007 402 2008 526,6 2009 586 2010 605 2011* 684 *Target, estimated growth 5 – 13 % F&B industry output is estimated at about USD 80 billion
  12. 12. Source : BPS dan Kementerian Perindustrian Industrial growth 2011 (y-o-y semester 1) Sector Growth (%) 2005 2006 2007 2008 2009 2010 2011* Economic Growth 5,69 5,50 6,35 6,01 4,58 6,10 6,49 Manufacturing industry 4.60 4.59 4.67 3.66 2.11 4.53 6.10 Non Oil & Gas Industry 5,86 5,27 5,15 4,05 2,56 5,09 6,61 F&B + Tobacco 2.75 7.21 5.05 2.34 11.29 2.73 9.34 Wood & Other Forest Industry (0.92) (0.66) (1.74) 3.45 (1.46) (3.50) 3.01 Paper & Printing 2.39 2.09 5.79 (1.48) 6.27 1.64 3.87 Fertilizer, Chemicals & Rubber 8.77 4.48 5.69 4.46 1.51 5.17 6.62 Cement & Non-Metal Mineral 3.81 0.53 3.40 (1.49) (0.63) 2.16 5.66 Textile, Leather & Footwear 1.31 1.23 (3.68) (3.64) 0.53 1.74 8.03 Base Metal, Iron & Steel (3.70) 4.73 1.69 (2.05) (4.53) 2.56 15.48 Transport equipment, Machinery & Equipment 12.38 7.55 9.73 9.79 (2.94) 10.35 4.41 Others 2.61 3.62 (2.82) (0.96) 3.13 2.98 6.21 2011 F&B industrial growth estimated at 9.34% The sector that always kept positive growth within last 5 years
  13. 13. 8.8 8.4 9.6 9.8 11.7 8.2 11.8 12.4 7.1 1.5 12.7 10.9 13.9 10.9 11.9 10.8 11.9 13.3 7,099 8,357 7,498 7,775 8,129 8,542 8,155 7,960 7,462 8,085 7,442 7,9167,632 6,727 7,268 7,181 7,677 7,198 Jan- 10 Feb- 10 Mar- 10 Apr- 10 May- 10 Jun- 10 Jul- 10 Aug- 10 Sep- 10 Oct- 10 Nov- 10 Dec- 10 Jan- 11 Feb- 11 Mar- 11 Apr- 11 May- 11 Jun- 11 Sales Growth vs. Last Year Sales Value (in billion) Modern packaged food has grown double digit in 2011 Retail Audit: Indonesia Total Grocery | Food Department Source: Nielsen Indonesia
  14. 14. -0.4 12.8 4.3 4.4 21.3 3.8 5.3 -0.4 2.0 6.3 16.5 5.7 6.8 7.0 2.0 45.9 13.6 6.4 11.3 6.3 Volume Growth % Value Growth % Retail Audit: Indonesia Grocery | Top 10 | Volume & Value Growth % | Jan-Jun 2011 vs. YA Instant Noodles Powder Milk Coffee Biscuit Detergent Cooking Oil Sweetened Condensed Milk Shampoo Toilet Soap Skincare Source: Nielsen Indonesia F&B categories have been growing steady
  15. 15. 11.0 -0.4 5.5 22.9 1.6 1.5 0.5 -6.9 1.9 17.1 5.5 13.5 -1.1 8.6 0.4 2.1 6.6 27.0 14.7 12.2 Volume Growth % Value Growth % Tea-RTD Liquid Milk Snack Toothpaste Baby Diapers Stock Soup Insecticides Energy Drink Non Powder Detergent Cologne Retail Audit: Indonesia Grocery | Top 20 | Volume & Value Growth % | Jan-Jun 2011 vs. YA Source: Nielsen Indonesia Convenient and Healthy categories grow faster
  16. 16. Source : BPS, 2011 Contribution by Sector in Manufacturing Industry 2005 – 2010 (%) F&B and Tobacco F&B manufacturing sector has increased contribution
  17. 17. Investment Realization By Sector Year 2010 In Indonesia 17 Domestic Investment: Food Crops & Plantation (208 projects worth US$ 3,22 billion); Food Industry (46 projects worth US$ 1,84 billion); Transportations, Storage & Telecommunications (238 projects worth US$ 1,55 billion); Electricity, Gas & Water Supply (47 projects worth US$ 0,55 billion); and Other Services (92 projects worth US$ 0,37 billion). Foreign Investment: Transportations, Storage &Telecommunications (154 projects worth US$. 5.0 billion); Mining (298 projects worth US$. 2.2 billion); Electricity, Gas & Water Supply (59 projects worth US$. 1.4 billion); Real Estate, Industrial Estate & Office Building (89 projects worth US$. 1.1 billion), and Food Industry (250 projects worth US$. 1.0 billion). (US$ 1 = IDR 8.900,-) (US$. billion) Transportations, Storage & Telecommunications Mining Electricity, Gas & Water Supply Real Estate, Industrial Estate & Office Building Food Industry (US$. billion) Food Crops and Plantation Food Industry Transportations, Storage & Telecommunications Electricity, Gas & Water Supply Other Services Source : BKPM Food industry is ranked 2nd in domestic investment realization and 5th in FDI realization
  18. 18. 10/19/2011 18 PMDN/DDI Realization by Sector Q-1 2011 Source : BKPM Domestic food industry has realized 1.7T IDR investment in Q1 2011
  19. 19. 10/19/2011 19 Transport, Storage & Communication Others Food Crops & Plantation Food Industry Paper & Printing Industry PMDN/DDI Realization by Sector Q-2 2011 Metal, Machinery & Electronic Industry Higher investment in Q2 2011 - 2.9T IDR Source : BKPM
  20. 20. 10/19/2011 20 PMA/FDI Realization by Sector Q -1 2011 Source : BKPM FDI reached USD 0.3B in Q1 2011
  21. 21. Source : BKPM Others US$ 1.3 B Mining US$ 1.5 B Trade & repairs US$ 0.4 B Transport, Storage & Communication US$ 0.5 B Metal, Machinery & Electronic Industry US$ 0.5 B Chemical & Pharmaceutical Industry US$ 0.6 B Food Industry US$ 0.27 B (5.5%) FDI add USD 0.27B in Q2 2011
  22. 22. Others US$ 2.2 B Japan US$ 0.4 B USA US$ 0.6 B Netherland $ 0.6 B Singapore US$ 0.8 B South Korea US$ 0.2 B Source : BKPM Singapore, Netherland and USA are top 3 foreign direct investor
  23. 23. Country Q 1 Q 2 P I P I Source : BKPM EU FDI Realization in Indonesia increased from 604 bil IDR in Q1 to 833 bil IDR in Q2 2011 P= # of Projects I = in Billions Rupiah
  24. 24. 24 World Investment Prospects Survey 2008 – 2012 of “the most attractive economies for the location of FDI” conducted by the United Nations Conference on Trade and Development (UNCTAD) No. Countries Ratings (Period of Year) 2010-2012 2009-2011 2008-2010 1. China 1 1 1 2. India 2 3 2 3. Brazil 3 4 5 4. USA 4 2 3 5. Russia 5 5 4 6. Mexico 6 12 11 7. Inggris 7 6 12 8. Vietnam 8 11 6 10. Germany 10 7 7 11. Thailand 11 n/a n/a 12. Poland 12 13 13 13. Australia 13 8 n/a 14. France 14 14 15 15. Malaysia 15 n/a n/a 16. Japan 16 n/a n/a 17. Canada 17 10 10 18. Chile 18 n/a n/a 19. South Afrika 19 n/a n/a 20. Spain 20 n/a n/a 9. Indonesia 9 9 8 Indonesia was ranked 9th as major destination for FDI. This result was based on UNCTAD survey whose respondents are executives of Transnational Corporations (TNC) from developed and/or developing countries. UNCTAD consists of 193 member economies or countries. Source: World Investment Prospects Survey 2010 – 2012, UNCTAD
  25. 25. Key Challenges: Channel Development, Consumer Preferences, Food Safety, Regulation & Trade
  26. 26. Indonesia market is dominated by traditional stores and both are growing in numbers Shop type Universe 2010 Hypermarket 154 Supermarket 1,076 Minimarket 16,922 Impulse 108,567 Provision stores 2,297,592 Pasar Food Prep 12,936 Pasar RTC 6,134 Semi Retailer 55,120 Source: Nielsen Indonesia
  27. 27. 82.9 82.1 81.5 80.7 80.4 80.8 79.8 76.2 74.5 17.1 17.9 18.5 19.3 19.5 19.3 20.2 23.8 25.5 2002 2003 2004 2005 2006 2007 2008 2009* 2010* Traditional Stores Modern Stores Trade Channel Contribution | Total 56 Categories – including cigarette 17.1% 25.5% However in term of sales value, modern contribute to about 25% of the market *55 Cats (Jaguar) + Cigarette (Legacy) Source: Nielsen Indonesia
  28. 28. YTD 2011 modern channel is still driver of the growth of total market 8.2 15.6 11.1 Total Indonesia Modern Trade Traditional Stores Trade Channel Value (Rp) Growth | Total 55 Categories | YTD 2011 vs. YA Source: Nielsen Indonesia
  29. 29. 2929 ••INFORMATION ERAINFORMATION ERA (CONNECTED & TECHNOLOGY)(CONNECTED & TECHNOLOGY) ••EDUCATIONEDUCATION ••SOCIAL STATUS & LIFE STYLESOCIAL STATUS & LIFE STYLE ““New ConsumerismNew Consumerism”” ••HEALTH CONCIOUSHEALTH CONCIOUS ••RELIGIOUSRELIGIOUS ••DISTRIBUTIONDISTRIBUTION ••CONVENIENCECONVENIENCE Point ofPoint of view/foodview/food valuevalue Challenges ahead for food industry is that market & consumer is changed
  30. 30. 10/19/2011 30 Digital technology change all aspect of life styleDigital technology change all aspect of life style Every incident quickly known around the worldEvery incident quickly known around the world Consumers behaviorsConsumers behaviors Some cases in food business:Some cases in food business: ••Dioxin ,Dioxin , Ukrainian Presidential candidate (2004) ••Melamine case in China (2008)Melamine case in China (2008) •PDMS and TBHQ (anti-foaming agent) Mc-nugget in China (2010) ••Nitrite milk scandal in China (2011)Nitrite milk scandal in China (2011) ••EHEC cucumber in Germany (2011)EHEC cucumber in Germany (2011) ••DEHP in Food Products Taiwan (2011)DEHP in Food Products Taiwan (2011) EE--purchase, epurchase, e--procurement & eprocurement & e--trade change marketing systemtrade change marketing system acceleratingaccelerating order process & salesorder process & sales Digital promotion , website, Hoax ,etcDigital promotion , website, Hoax ,etc boosting sales & knowledge . But,boosting sales & knowledge . But, sometimes also spread misleading information (black campaignsometimes also spread misleading information (black campaign) quickly that will) quickly that will impact to salesimpact to sales TREND INFORMATION ERA With digital/communication technology development will make the world to be more connected
  31. 31. 10/19/2011 31 EDUCATION, SOCIAL STATUS & LIFE STYLE, HEALTH CONSCIOUS & RELIGIEDUCATION, SOCIAL STATUS & LIFE STYLE, HEALTH CONSCIOUS & RELIGIOUS:OUS: More educated, wellMore educated, well--knowledgeknowledge higher desirehigher desire Higher social status & lifestyleHigher social status & lifestyle higher demand of high end producthigher demand of high end product ““new consumerismnew consumerism”” More health consciousMore health conscious promotion claim:promotion claim: •• High fiber,High fiber, •• Low cholesterol,Low cholesterol, •• Added vitamin, mineral, OmegaAdded vitamin, mineral, Omega--3, etc3, etc •• Nutrition FactsNutrition Facts •• Functional foodFunctional food Higher awareness of religiosityHigher awareness of religiosity Hallal, etcHallal, etc Awareness of Food SafetyAwareness of Food Safety Then, food business is regulated more strict in all over the worThen, food business is regulated more strict in all over the world. More developedld. More developed the country, more strict the regulationthe country, more strict the regulation Education changed lifestyle
  32. 32. 10/19/2011 32 Nutrition Facts Hallal Waste concerned Educated Consumers are more aware of Packaging label
  33. 33. 3333 •Food Safety •Quality Standard •Healthy & Functional Food •Back to Nature •Food Additives concern •Label •Hallal/ Khouzier •Convenience Local & Global Trade consideration Even though •Delicious •High Nutrition If Not Safe No Value Challenges on Food Quality and Safety garbage
  34. 34. 3434 •• Low quality raw materialLow quality raw material Low qualityLow quality Careless handling, etcCareless handling, etc ••Low processing cond.Low processing cond. choosing low materialchoosing low material bad sanitationbad sanitation low processing, handling,etclow processing, handling,etc ••Bad packagingBad packaging choose wrong packchoose wrong pack bad packaging process,etcbad packaging process,etc •• Bad storage/ distribution/ retailBad storage/ distribution/ retail bad temperature controlbad temperature control bad humidity controlbad humidity control bad handling,etc.bad handling,etc. Food Safety Critical Point Management Food Safety SAFE VS COST
  35. 35. Food Availability Food Acceptability Food Safety People’s Welfare Food Accessibility Food Safety is important with higher Socio Economic Status Developed Countries have talked about Food Safety , while some other Underdeveloped Countries still talking about Food Availability
  36. 36. 3636 Concerning about Quality & Food Safety Integrated System (Traceability) Notes : HACCP = HAZARD ANALYSIS CRITICAL CONTROL POINT GFP = Good Farming Practices GDP = Good Distribution Practices GHP = Good Handling Practices GRP = Good Retailing Practices GMP = Good Manufacturing Practices GCP = Good Catering Practices HACCP Production facility Farming Post Harvest’s handling Processing Distribution Market Consumer GFP GHP GMP GDP GRP GCP Harvest Post Harvest Mutual Recognition Arrangement (MRA) FORM FARM FROM STABLE TO FORK TO TABLE Pre Harvest
  37. 37. 3737 INDONESIA REGULATION , RELATED TO FOOD INDUSTRY, QUALITY & FOOD SAFETY UU No. 2/ 1966 : Hygiene Law UU No. 2 /1981 : Metrology Law Decree of Ministry of Health 722/Menkes/Per/88: Food Ingredients UU No. 7 /1996 : Food Law UU No. 8 /1999 : Consumer Protection Law PP No. 69/1999 : Label & Advertisement PP No.102/2000 : National Standard UU No. 18 /2002 : National System for Research & Development and Technology Law Decree of Ministry of Industry & Trade No.753/MPP/Kep/11/2002: Monitoring SNI Local Government Decree DKI No.8/2004: Food Safety PP No. 28/2004 : Food Safety, Quality & Food Nutrition PP No. 68/2004 : Food Security SK Ka. BPOM nomor 11/ 2004 : General Guidance for Food Labeling Decree of Ministry of Industry RI 24/M-IND/PER/5/2006 : Production Monitoring & the Usage of Hazardous Material for Industry UU N0. 18/2009 : Livestock & Animal health Per Ka BPOM No. HK.00.06.1.52.4011 28Oct09 : Determination Limit of Microbial and chemical contaminants in food UU No. 36/2009 : Health Law Decree of Ministry of Industry 24/M-IND/Per/2/2010: Tara Code on Food Label and Plastic Packaging Recycling Decree of Ministry of Industry 75/M-IND/PER/7/2010: Mandatory of GOOD MANUFACTURING PRACTICES SE Ka. BPOM HK.05.01.1.52.09.10.8502 : Application of Food Label Terms Regulation from Ministry of Trade (Trade Goods Monitoring) RECALL Regulation from Ministry of Agriculture, Ministry of Fishery & Marine Affairs (S & P, etc)
  38. 38. 1. Liability to obtain Distribution Licenses from BPOM/NADFC* (before selling to market) : A. No MD : For Domestic Product B. No PIRT : For Domestic Product (SME’s) C. No ML : For Import Product 2. Mandatory use Label in Bahasa Indonesia 3. HALLAL : Voluntary 4. Market Monitoring/Control: A. BPOM (National) & Balai POM (Province & District) B. Direktorat Pengawasan Barang Beredar (Ministry of Trade) C. Tim Terpadu Pengawasan Barang Beredar (Tim TPBB) (Trade Minister Decree No: 780/M-DAG/KEP/10/2008. (Task Force to control Goods in Market) Protection for Consumers *NADFC = National Agency of Drug and Food Control
  39. 39. 10/19/201110/19/2011 3939 Basic Training & Implementation of Food Safety GMP HACCP QualitySystem Certified Quality Management (ISO 9000, 22000, SQF) Encouraging Food Industry to reach Food Safety System (by NADFC)
  40. 40. 1. Trade Minister Decree No. 56/2008 , jo. No. 60/2008, jo. No. 23/2010 : Import Product under Control (including Food Product) through Specific Port (Belawan ,Medan; Tanjung Priok ,Jakarta; Tanjung Emas ,Semarang; Tanjung Perak, Surabaya; Soekarno Hatta , Makassar; Dumai, Dumai; Jayapura and Internasional Airport). Expired 31 December 2010 and extended by 2. Trade Minister Decree No.57/2010 (expired 31 December 2012) 3. Trade Minister Decree No.54/M-DAG/PER/10/2009 , 45/M-DAG/PER/9/2009, 17/M- DAG/PER/3/2010 (Import Requirement :API, IT, IP, etc) Import Monitoring
  41. 41. 10/19/201110/19/2011 GAPMMI presentationGAPMMI presentation 4141 Key International Standards: Codex Standards (CAC) GRAS, ADI, etc ISO Standards (9000, 9001,14000, 22000,26000) FSSC 22000 , PAS 220, etc HACCP, GMP,, etc. BUILDING THE FUTURE” FOR TRACEABILITY Key Legal Requirements: EU Food Law FDA Regulations JAPAN FOOD SANITATION LAW AUSTRALIA BIOSECURITY ACT Etc Key Commercial Standards: Global Food Safety Initiative (CIES) EUREPGAP SQF (FMI) BRC NGO International standards to address consumers' desire
  42. 42. 10/19/201110/19/2011 4242 REGULATION IN IMPORTING COUNTRY Each Country update the regulation to protect Consumers? 1. White Paper on Food Safety From EU, 2000 2. Bioterrorism Act from US, 2003 3. Japan Food Sanitation Law, Traceability, Positive list regulation, 2006 4. The Biosecurity and Agriculture Management Act 2007 (BAM Act) 5. Food Laws in Hong Kong, 2007 and Mandatory Nutrition Fact on Label 2010 Mandatory
  43. 43. 43 • NTBs (Non Tariff Barriers) • REACH (Registration, Evaluation, Authorization and Restriction of Chemicals) • DMF (Dimethyl fumarate) • SPS (Sanitary and Phytosanitary) • MRA (Mutual Recognition Agreement) • RED (Renewable Energy Directive) While, some NTBs /Non Tariff Measure continues to occur in the midst of the spirit of FTA
  44. 44. 10/19/2011 44 DISTRIBUTION, CONVENIENCE :DISTRIBUTION, CONVENIENCE : Consumers demand more quick services, comfortable & convenienceConsumers demand more quick services, comfortable & convenience storestore Growth of modern market is higher than traditionalGrowth of modern market is higher than traditional Young family , small family, & working peopleYoung family , small family, & working people changing habits of consumptionchanging habits of consumption Changing style & size of packagingChanging style & size of packaging Lifestyle could change the demand for product, services and distribution system, etc.
  45. 45. 10/19/2011 45 Modern Trade/Mini MarketTraditional Market FMCG is shifting to modern distribution
  46. 46. 10/19/2011 46 Traditional Market Old Style Traditional Market New Style Modern Market However for fresh food, the wet market is still a preferred channel by consumer •The art of purchase with bargain •Interaction Seller - Buyer More hygienic, convenience Fixed Price
  47. 47. 10/19/2011 47 Some of Modern Super Market/ Hypermarket in Indonesia Foreign investor enter to Indonesian market because of potential market. Indonesia is #4 largest population in the world
  48. 48. 10/19/2011 48 Traditional Modern / Global Modern premise may influence but not necessary eliminate traditional Lifestyle for modern Young generation
  49. 49. 10/19/2011 49 A New Trend, new demand more convenient &services for Consumers 24 hours Mini Market is combined with Café shop (upstairs) 24 hours Gasoline Station with Mini Market 24 hours with Wi-Fi services
  50. 50. Indonesian Middle Class has grown 50 million since 2003 to become 131 million people in 2010 "The Rise of Asia's Middle Class 2010" by ADB : within last 10 years, middle class growth very fast from 25% or 45 millions in 1999 to become 42.7% or 93 millions in 2009. While poor people decreased from 171 millions to 123 millions. By 2025, Indonesia will be among six major emerging economies to account for more than half of all global growth, says a new World Bank report. Other emerging economies include Brazil, China, India, South Korea, and Russia, and as economic power shifts, these countries will help drive growth in lower income countries through more commercial and financial transactions. With a growing middle class in developing countries, consumption trends are likely to strengthen, and eventually become a source of sustained global growth Source: Susenas, BPS, World Bank report 2011 Class Expenditure 2003 2010 (US$ per day) (%) population (%) population Low < $ 1,25 21.9 14.0 $ 1,25 – $ 2 40.3 29.3 Middle $ 2 - $ 4 32.1 37.6 36.5 54.5 $ 4 - $ 6 3.9 11.7 $ 6 - $ 10 1.3 5.0 $ 10 - $ 20 0.3 1.3 High > $ 20 0.1 0.2
  51. 51. “New consumerism” Willingness to pay little extra for quality as a force that encourages product differentiation and thereby feeds investment in production and marketing of new goods Murphy, Shleifer and Vishny (1989) Source: The Rise of Asia’s Middle Class
  52. 52. EVOLUTION OF TRADE IN THE WORLD Global Condition of Food Trade: • Borderless • Less Tariff Barrier • More non-tariff barrier/measure on Food safety and quality • Food Regulation as a protection to Consumers & Local Industry • Product competitiveness is depend on how to manage Food Safety as an advantage to the market Global Condition of Food Trade: • Borderless • Less Tariff Barrier • More non-tariff barrier/measure on Food safety and quality • Food Regulation as a protection to Consumers & Local Industry • Product competitiveness is depend on how to manage Food Safety as an advantage to the market
  53. 53. expanding to Eastern Europe expanding to Latin America Main Regional FTA Source : CIA Factbook (2007) NAFTA Population: 445 million GDP: US$15.857 trillion EU Population: 491 million GDP: US$ 14.38 trillion CHINA Population: 1.330 billion GDP PPP: US$ 6.991 trillion JAPAN Population: 127 million GDP PPP: US$ 4.29 trillion ASEAN Population: 575.5 million GDP: US$ 3.431 billion FTA Canada – Chile 1997 FTA : Chile – Mexico 1999 FTA : USA – Chile 2004 FTA : USA – Singapore 2004 FTA : USA – Australia 2005 FTA : Mexico – Japan 2005 FTA : Chile – Brunei – NZ – Singapore 2006 MERCOSUR Argentina, Brazil, Paraguay, Uruguay FTAA (by 2005) under negotiation NAFTA U.S.A., Canada, Mexico SAPTA Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan, Sri Lanka China - ASEAN FTA ASEAN-Japan Comprehensive Economic Partnership (AJCEP) Japan-Korea FTA (under negotiation) Japan-Mexico EPA (signed agreement) Japan’s Bilaterals: • Japan-Singapore EPA • Japan-Philippines EPA • Japan-Thailand EPA • Japan-Malaysia EPA • Japan-Indonesia EPA AFTA Indonesia, Malaysia, Philippines, Singapore, Thailand, Brunei, Vietnam, Laos, Myanmar, Cambodia India - ASEAN FTA II – CECA EU-MEXICO FTA EU 27 countries ACP-EU Countries in Africa and the Caribbean (approx. 70 countries)Japan- Mexico EPA (signed agreement) Japan-Korea-China FTA (under negotiation) Australia-New Zealand-ASEAN FTA Korea - ASEAN FTA Source : CIA Factbook (2007)
  54. 54. 5454 Bilateral Negotiation and Preparation (in progress) 1. Indonesia - EFTA President RI and President Switzerland, July 8th 2008 2. Indonesia – India President RI – President of India, Jan 2011 3. Indonesia – Australia President RI and President of Australia, Nov 2nd 2010 4. Indonesia – EU President RI and President of EU Commission, Dec 2009 1. Trade in Goods (TIG) 2. Rules of Origin (ROO) 3. Trade Remedies 4. Trade in Services (TIS) 5. Intellectual Property Rights (IPR) 6. Government Procurement 7. Technical Cooperation / Capacity Building 8. Other Issues 9. Legal Text
  55. 55. Single market and production base Highly competitive region Region of equitable economic development Integration into the global economy AEC 2015 It could be a Potential Market?
  56. 56. POPULATION 0F ASEAN PLUS into one big region, will transform market to be a huge potential in the world (more than 50% of population in the world) 1 Chinan2 1,339,724,852 November 1, 2010 19.3% 2010 China Census 2 India 1,210,193,422 March 1, 2011 17.44% Provisional 2011 Indian Census result 10 Japan 127,950,000 June 1, 2011 1.84% Official Japan Statistics Bureau 25 South Korea 48,988,833 2011 0.71% Statistics Korea 51 Australian5 22,688,987 August 26, 2011 0.33% Australian Official Population Clock 123 New Zealand 4,414,700 August 26, 2011 0.064% Official New Zealand Population clock Rank Country / Territory Population Date of estimate % of World population Source 4 Indonesia 237,556,363 May 2010 3.42% 2010 Indonesian Census 12 Philippines 94,013,200 Mid-2010 1.35% National Statistics Office medium projection 13 Vietnam 87,375,000 2011 1.26% Official estimate 19 Thailand 67,041,000 July 1, 2010 0.97% Key Statistics of Thailand, 2009, (Population projections). National Statistics Office of Thailand 26 Myanmar 47,963,000 2010 0.73% UN estimate for 2010 44 Malaysia 27,565,821 2010 0.4% The 2010 Population and Housing Census (Census 2010) 69 Cambodia 13,395,682 March 3, 2008 0.19% Cambodian 2008 Census 104 Laos 6,230,200 2010 0.09% Official estimate 116 Singapore 5,076,700 June 30, 2010 0.073% Statistics Singapore 173 Brunei 399,000 2010 0.006% UN estimate for 2010
  57. 57. 10/19/2011 57 Continent Density (inhab./km2) Population (2011) Most populous country Most populous city Asia 86.7 4,140,336,501 People's Republic of China (1,341,403,687) Tokyo (37,730,064) Africa 32.7 994,527,534 Nigeria (152,217,341) Cairo (19,439,541) Europe 70 738,523,843 Russia (142,905,200) Moscow (14,837,510) North America 22.9 528,720,588 United States of America (308,745,538) Mexico City (21,163,226) South America 21.4 385,742,554 Brazil (190,732,694) São Paulo (19,672,582) Oceania 4.25 36,102,071 Australia (22,612,355) Sydney (4,575,532) Antarctica 0 3,687 (nonpermanent) Antarctica (3,687, nonpermanent) No cities World population by continent (2011) Will the number of population could change the world economy?
  58. 58. 10/19/2011 58 Rank Country GDP (millions of USD) — World 62,909,274 — European Union 16,282,230 — United States 14,657,800 — People's Republic of China 5,878,257 — Japan 5,458,872 — South Korea 1,007,084 — ASEAN 1,843,846 1 Indonesia 706,735 2 Thailand 318,850 3 Malaysia 237,959 4 Singapore 222,699 5 Philippines 188,719 6 Vietnam 103,574 7 Burma 35,646 8 Brunei 11,963 9 Cambodia 11,360 10 Laos 6,341 List of ASEAN countries GDP (nominal), International Monetary Fund 2010 estimates. Contribution of ASEAN Plus: 29.60 % of the World GDP
  59. 59. ASEAN Economic Minister Meeting ASEAN Senior Economic Official Meeting (SEOM) ASEAN Consultative Committee on Standards and Quality (ACCSQ) WG 1 Working Group on Standards and Mutual Recognition Arrangemen ts (MRAS) WG 2 Working Group Accreditatio n and Conformity Assessment WG 3 Working Group on Legal Metrology JSC EE MRA Joint Sectoral Committee for ASEAN Sectoral MRA for Electrical and Electronic Equipment ACC ASEAN Cosmetic Committee PPWG Pharmaceutic al Product Working Group PFPWG Prepared Foodstuff Product Working Group APWG Automotive Product Working Group TMHSPWG Traditional Medicines and Health Supplements Product Working Group WBPWG Wood-Based Product Working Group RBPWG Rubber- Based Product Working Group MDPWG Medical Devices Product Working Group To prepare towards AEC 2015, ASEAN formed ACCSQ Structure to evaluate all aspect trade, and PFPWG for food & foodstuff has been formed 10/19/2011 59
  60. 60. • Exchange of information on standards, regulations, procedures and mandatory requirements in Member Countries related to prepared foodstuff; • Review and analyze the comparative study of regulatory regimes among Member Countries; • Identify areas for possible harmonization and MRAs; • Develop, implement and monitor the sector MRAs; and • Identify the technical infrastructure needs and build-up mutual confidence in testing and conformity assessment 10/19/2011 60 PFPWG – Scope of activities Aspect to be Identified: • Food Safety • Labeling • Registration • Hallal • Specific Requirements
  61. 61. The 8th ACCSQ PFPWG Meeting (Palembang, Indonesia, 21-22 August 2008) Task Force on harmonization of food safety standards for Prepared Foodstuff was formed The 8The 8thth ACCSQACCSQ PFPWG MeetingPFPWG Meeting (Palembang, Indonesia,(Palembang, Indonesia, 2121--22 August22 August 20082008)) Task Force oTask Force onn harmoniharmonizzationation of food safety standardsof food safety standards for Preparedfor Prepared FoodstuffFoodstuff was formedwas formed Future ASEAN Single MarketFuture ASEAN Single Market supportedsupported The Trade intra ASEANThe Trade intra ASEAN facilitatedfacilitated ASEAN Food Safety StandardsASEAN Food Safety Standards HarmonizationHarmonization TBT eliminationTBT elimination MRA developmentMRA development ACCSQ Prepared Foodstuff Product Working Group (Latest 13th in Cambodia , July 2011 10/19/2011 61 ACCSQ – PFPWG work to eliminate TBT and develop MRA among ASEAN Countries
  62. 62. 10/19/2011 62 HARMONIZATION & STANDARD IN ASEAN TOWARDS AEC 2015 1st Commodity Priorities 2nd Commodity Priorities •HS 1704; GSFA 05.2, 05.2.1, 05.2.2, 5.2.3, 05.4 •HS 1904; GSFA 06.3, 06.7 •HS 2007; GSFA 04.1.2.5 •HS 1702 ; GSFA 11.2 •HS 1704; GSFA 05.3 •HS 1805; GSFA 05.1.1 •HS 1903; GSFA 06.0, 06.2.1, 06.2.2 •HS 1905; GSFA 07.0, 07.1, 07.1.1, 07.1.1.1, 07.1.1.2, 07.1.2, 07.1.3, 07.1.4, 07.1.5, 07.1.6, 07.2, 07.2.1, 07.2.2, 07.2.3 •HS 2001; GSFA 04.2.2.3, 04.1.2.3 •HS 2006; GSFA 04.1.2.6; 04.1.2.5 (except nuts), 04.1.2.7, 04.1.2.11 •HS 2008; GSFA 04.1.2.2 (Except nuts and sweetening matter) •HS 2101; GSFA 14.1.5 (excluding cocoa) •HS 2103; GSFA 12.6 Harmonization of Food Standard will impact to Food Business (especially to SME’s) & Consumer’s behavior 1st & 2nd Commodity Priority have been decided to implement ASEAN Standards
  63. 63. 10/19/2011 63 Activity Value : US$ 2010 Jan-May'10 Jan-May'11 Export 539,611,476 198,099,734 321,193,638 Import 242,462,615 98,353,018 82,018,192 Source: BPS, calculated by Ministry of Trade F&B TRADE BETWEEN INDONESIA - EU Trade value is still very small compared to its potential Still plenty of ROOM to improve Trade and exploit the Potential
  64. 64. 10/19/2011 64 No. COUNTRY Export Import 2010 Jan-May 2011 2010 Jan-May 2011 Value (US$) Value (US$) Value (US$) Value (US$) 1BRUNEI DARUSSALAM 10,058,998 5,481,151 0 0 2CAMBODIA 173,427,484 76,937,038 684,169 217,800 3LAO 0 0 0 0 4MALAYSIA 881,372,960 383,393,955 301,014,176 156,217,386 5MYANMAR 1,887,581 2,362,399 0 0 6PHILIPPINES 290,964,189 100,154,459 16,129,712 10,012,868 7SINGAPORE 280,046,449 101,187,340 68,544,628 29,956,561 8THAILAND 105,898,492 53,510,761 625,369,913 501,344,088 9VIET NAM 93,159,927 36,941,605 6,816,953 5,639,511 Total 1,836,816,080 759,968,708 1,018,559,551 703,388,214 Source: BPS, calculated by Ministry of Trade F&B TRADE AMONG INDONESIA - ASEAN While, trade value among ASEAN Countries is higher than Indonesia – EU. Though number of population of Indonesia - the EU is much bigger than Indonesia - ASEAN
  65. 65. Conclusion Actions for Indonesia - EU
  66. 66. 10/19/2011 66 Consumer’s Preferences & Market Changes
  67. 67. 10/19/2011 67 WHAT TO DO INDONESIA - EU
  68. 68. 10/19/2011 68 WHAT TO DO INDONESIA - EU NEED CLOSER COOPERATION INDONESIA – ASEAN - EU
  69. 69. 696910/19/201110/19/2011
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