The COVID-19 pandemic and its impact on the local economy have made consumers more price sensitive and with rising food and energy prices this could potentially intensify over the forecast period. As a result, promotional events are likely to rank amongst one of the most effective marketing strategies for driving sales of spirits, especially as the prices of spirits tend to be generally higher than those of other alcoholic drinks.
Shochu/soju is now the largest category of spirits in total volume terms with its popularity increasing during the pandemic while many other categories saw losses. This was due to its affordability and sweet taste and this trend is expected to continue over the forecast period with sales being further supported by the K-Pop wave happening around Southeast Asia.
Local spirits are gaining in popularity in the Indonesian market. Firstly, local products gained more attention amongst Indonesian consumers through social media during the COVID-19 crisis, during which the majority of the players in the market switched focus and sought to educate domestic consumers due to the closure of international borders.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Spirits industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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