Home Drinks Out-of-home (OOH) contributes 39% of total FMCG in Indonesia – Kantar

Out-of-home (OOH) contributes 39% of total FMCG in Indonesia – Kantar

The Kantar Worldpanel Indonesia out of home (OOH) Q2 2016 survey has released interesting data that is useful to understand the vibrant OOH scene.

Middle class dominates OOH

middle-class

OOH accounts for 39% of total FMCG

From Kantar

The images above and below are from Kantar.

OOH as a % of volume (unit) sales:

csd-ooh

  • Isotonic – 53%
  • RTD coffee – 50%
  • Chewing gum – 49%
  • Potato snacks – 49%
  • Soft drink – 45%
  • Chocolate – 42%

Traditional channel dominates OOH

Traditional channel contributed 90.2% of volume sales of food and drinks consumed at home and 93.5% via OOH.

OOH chocolate consumers

Of all chocolate volume (unit) share for OOH:

  • Kids (below the age of 10) – 48.6%
  • Teens (aged 11-20) – 29.8%

By gender, female buyers contributed 55.4%. By packaging, countline pack is still the favourite pack size as it is convenient to consume on the go.

countline

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