A young, literate workforce and one of the fastest-growing middle-class populations in the world have helped to earn Indonesia membership of the MINT group of most-promising economies.

Western tastes and familiar media channels appear to make this market a natural home for global brands. However, to succeed they must adapt to the very specific needs of consumers in the country – and be prepared to look beyond the big cities such as Jakarta and Surabaya. In this feature, we reveal the aspects of Indonesian opportunity that promise most for brands – and the challenges they must meet if they are to take advantage:

  • Growth in small towns, where brands need to adapt to rapidly changing needs and aspirations
  • The strong influence of female consumers, 70% of whom will control their own incomes by 2025
  • The balance of western trends and muslim tradition
  • How the requirement for two incomes per household creates new needs – and new opportunities
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