Brand Footprint Indonesia 2022
The year 2021, which was the second year of the pandemic period, was a phase where consumers were adjusting to new habits that are considered the new normal. Mobility is gradually returning to normal, which might impact people's consumption, especially the consumption of FMCG products. Despite these ever-changing consumption trends, we are happy to see that most of the Top 100 brands in the FMCG industry of Indonesia are the same brands as last year, indicating that the efforts of the Marketing and Sales teams of these brands have managed to adjust focus and remain relevant to the changing consumers’ needs.
Brand Footprint is Kantar's annual study that measures which brands are most often chosen by consumers. Brand Footprint Indonesia covers over 550 brands across five FMCG sectors: namely food, beverages, dairy products, home care, and body care. This year's Indonesia Brand Footprint study covers 97% of the total households in urban and rural representing around 68 million households.
The study uses Consumer Reach Point (CRP) as the underlying data to rank the brands. CRP refers to the number of households that bought the brand (penetration) and the number of times the brand was purchased (consumer choice). In other words, the CRP value can indicate how close is a brand to the consumers.
For brands to increase their CRP and become closer to their consumers, Kantar concluded that there are five keys to leverage:
- More targets: by opening access to a wider target consumer, brands can improve their position in the market. One of the ways for brands to implement this strategy is by responding to the needs of a wider target consumer, for example in terms of socio-economic status and age group.
- More presence: brands can expand geographical presence to be closer to more consumers, it is also important for brands to be present across different channels to improve their availability with an omnichannel strategy.
- More categories: brands can stretch across different categories to attract shoppers whose needs are not met by the existing portfolio; hence the brand can offer more choices to consumers.
- New needs: brands can recognize new needs in the market and proceed to establish a new segment or category and widen the consumers’ choice. 5
- More moments: brands can create more moments or shopping occasions to stay relevant in shoppers’ baskets and stay close to consumers’ hearts.
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