Market Report, "Dairy Packaging in Indonesia", published

Thanks to one particular company, Mulia Boga Raya PT with ProChiz brand, cheese managed to witness expansion of its consumer base towards 2013. ProChiz in fact, was already launched in late 2009, but the promotional campaign has been getting more aggressive towards 2013, with a new product variant, ProChiz Slice containing five and ten slices of cheese being introduced in late-2012. ProChiz was priced lower compared to other cheese brands and is clearly targeted at the middle- to lower-income consumers. The brand is also widely available in traditional retail outlets and many convenience stores nationwide.

Competitive Landscape

In Indonesia, Kraft is the most established cheese brand, and Kraft Ultrajaya Indonesia dominated cheese sales throughout the review period. It extended its domination in 2013 with an almost 62% value share. The company's strength lies in its early entry into the Indonesian market, its wide variety of unspreadable processed cheese products, and its large investment in both television advertisements and below-the-line activities.

Full Report Details at
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Industry Prospects

Over the forecast period, cheese consumption by Indonesians is expected to grow steadily. This is thanks to the expected rising disposable incomes and the growing influence of Western culture. As Western dishes and food become more popular, cheese will feature more prominently in the diet of Indonesians. Consumers are also expected to become more aware of the nutritional value of cheese as a high-calcium food. Parents will also increasingly use cheese in homemade dishes for their children.

Drinking Milk Products

The growing number of television shows and magazine articles focusing on health issues contributed to better health awareness by Indonesian consumers in 2013. Although the majority of consumers come from low-income groups where health-consciousness is still relatively low, better health awareness among middle-income and upper-income consumers was evident towards the end of the review period. Drinking milk products sales benefited from this growing health awareness over the review period, as the products are perceived to be healthy.

Competitive Landscape

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