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TREND INDUSTRI MINUMAN RINGAN

11 Agustus 2016
Seminar FOOD REVIEW
1
Classified - Unclassified

DEFINISI
Apa Itu Minuman Ringan
Minuman Ringan adalah Minuman Siap Saji Non Alkohol atau di
internasional di kenal sebagai NARTD (Non-Alcoholic Ready To Drink)
Minuman Ringan tumbuh dari kebutuhan masyarakat modern yang
menginginkan produk minuman yang praktis di bawa, aman (hygiene) dan
tentunya dengan harga terjangkau dan memiliki added value.
Dalam konteks ASRIM, Industri minuman ringan meliputi:
minuman dalam kemasan ( AMDK),
minuman berkarbonasi
minuman teh siap saji
minuman jus dan sari buah
minuman kopi dan susu
minuman isotonic (sport dan energy)

Classified - Unclassified

POTRET INDONESIA
Positif Demografi dan Ekonomi = Long Term Potential
Negara dengan jumlah penduduk ke Empat
Terbesar di dunia : 250 Juta konsumen
> 25% Muda: 63 Juta antara 15-29 thn
141 Juta Kelas Menengah di tahun 2020
Tingkat Urbanisasi 54%
US$ 491Bn Personal Consumption di 2014
Masyarakat yg Optimis (BIs Consumer
Confidence Index > 100)

Classified - Unclassified

INDIKATOR EKONOMI

Classified - Unclassified

PREFERENSI KONSUMEN

Preferensi konsumsi masyarakat Indonesia masih menginginkan minuman hangat Roy


Morgan 2010

Mayoritas penduduk Indonesia mengkonsumsi Air Minum (97%) sedang yg mengkonsumsi


minuman cair kemasan hanya sekitar 10% - Studi Diet Total, Survey Konsumsi Makanan
Individu 2014 Kemenkes.

Classified - Unclassified

PROSPEK PERTUMBUHAN RITEL

Classified - Unclassified

Source : PwC Retail & Consumer Outlook

KONDISI INDUSTRI

Rata-rata pertumbuhan dari tahun 2005 sampai dengan 2014 adalah sekitar 12,5%
Tahun 2015 merupakan tahun penuh tantangan pertumbuhan industri minuman
ringan hanya sebesar 2-3%

Classified - Unclassified

KONDISI INDUSTRI

Sumber : BKPM

Industri Makanan dan Minuman adalah salah satu penyumbang investasi


DDI terbesar di 2015
Namun investor asing masih ragu dengan economic outlook 2015.
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KONDISI INDUSTRI

Data Kemenperin tahun 2013 menunjukkan tenaga kerja langsung di sektor industri
minuman adalah sekitar 120,000 orang
Namun industri minuman ringan banyak melibatkan sektor usaha mikro dan informal dari
sisi distribusi
Sebagian besar (lebih dari 60%) produk minuman berkarbonasi dijual oleh pedagang
tradisional termasuk usaha kecil
Rata-rata omset minuman ringan adalah 41%. Apabila terjadi penurunan omset
minuman ringan, akan berdampak besar bagi omset perdagangan secara keseluruhan
(LPEM, 2012)
Sebagian besar penjual minuman ringan adalah pedagang kecil dengan jumlah
anggota rumah tangga yang menjadi tanggungannya rata-rata sebanyak 3-4 orang.
(LPEM, 2012)

Classified - Unclassified

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DEMOGRAFI INDONESIA

Dependency index mencapai titik terendah antara 2020 dan 2030


Populasi produktif atau Working Age akan mencapai 70% dari populasi, dan
diperkirakan akan mencapai 300
penduduk
di 2020 2025.
Classified
- Unclassified
Source: BKPM

Sources: Masterplan Acceleration and Expansion of Indonesia Economic Development 2011-2025

EVOLUSI INDUSTRI PERDAGANGAN


Consumption

World Population over


7 Billions

Lifestyle
changes
More concern about food
safety, health, Halal,
Double Burden of
malnutrition, NCD, etc

Supply
Decreasing of
agricultural land &
natural resources

Era cheap price is


over, related to global
climate change,
reduction of productive
land, increasing
demand of food &
energy

Competitiveness &
struggling to reduce
High cost economy

Trade

Liberalization Tariff is on going ,


unbalanced & sometimes unfair

Food Regulation more


stringent & NTMs increased,
related to Food Safety,
Standard
Eco-friendly products.
(APEC 2012) (max 5%
Tariff)

Food Fight: Impact of Politic

Misleading information,
Chemical phobia

Advances in technology >double-edged sword: Support


innovation and competitiveness
or Encourage NTMs

8/11/2016

Development of IT: Interconnected and easier


12 to
access information

Changes of Lifestyle
the diets style is shifting slowly from home-made
cooked to packaged food.
The higher
education
level, social
class
increased.

Time poor
society
demands
No food stocks
increasingly more at home, down
time-saving
sizing, single
convenience
consumed,
foods .

Convenience,
procurable,
A young & small
quick service
family, all
working people, Convenience
store
has no enough
time to prepare
meals at home

8/11/2016

Classified - Unclassified

Never shop
or eat alone
again
lets meet Comfortable
and eat
, Safe,
Eating, Sports, Affordable &
Entertainment,
Valuable
Travelling,
Sharing &
Collecting

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PERILAKU KONSUMEN

Research Boston Consulting Group recently in 33 province , 393 district of Indonesia:


1. New middle & affluent consumers (MAC) will grow and has strong buying power
2. They are more optimist generation than previous generation
3. More critical to find good product, durable and functional
4. Consumption trend moves from merely fulfilling the basic needs become comfort
5. The decision to buy not only be dominated by advertisement, but, family and social
community has a strong push.
6. Mac also buy through media and internet, and look for the best offer
7. 63% respondent said to fulfill the familys demand, then for their owned
8. Benefit and function of the product is the main consideration
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1. Some consumers used products more frequently or traded up to more


premium version of products they use
2. As consumers saw economic conditions improve, they tended to adjust their
purchasing habits, increasing their willingness to spend money or becoming
more adventurous by buying in categories they had never before considered
3. Upper class consumers seek premium products, with greater benefit and
added value for health concern and lifestyle.
4. Middle and lower class consumers buy products that are considered premium,
influenced by other factors such as availability in more outlets and spending
more in advertising to awareness and drive purchase.
To grow in this new era, FMCG manufacturers need to adapt to these changes in
consumer behavior by driving:
1. Innovation, by understanding the need-gaps of upper class consumers ,
especially in area of convenience, health and lifestyle
2. Accessibility, by understanding purchase behavior of middle to lower class
consumers and ensure availability of smaller pack sizes at the right price
3. Portfolio management, by having the right portfolio to meet different
consumer purchase motivations and providing the right level on support

PERUBAHAN PREFERENSI

Classified - Unclassified

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POTENSI DAN TANTANGAN


POTENSI
Pertumbuhan Indonesia menjanjikan
perumbuhan pasar yang baik.
Nielsen menyampaikan bahwa pertumbuhan
terbesar di tingkat konsumen menengah dan
bawah
BPS 2013 menunjukkan bahwa konsumen
Indonesia membelanjakan 1,8 2% dari
belanja sebulan untuk minuman
MEA tidak hanya tantangan tetapi yang
lebih penting adalah peluang

GDP (+/-) USD Trillion


Population (+/-) millions
World Trade (+/- %)

TPP
27
812
30

RCEP
17
3,000
40

ASEAN
3
622
9

17

Classified - Unclassified

PASAR FMCG ASEAN (bio US)

Classified - Unclassified

TERIMA KASIH

Classified - Unclassified

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