As a result of the weakening purchasing power that has been seen in Indonesia since 2017, Indonesians, especially low-income consumers, have been more selective when choosing soft drinks. Consumers have been becoming increasingly sensitive to the price of a product, increasing competition between the different soft drinks categories.
Unlike other soft drinks categories, which almost all felt the negative impact of weakening purchasing power, still bottled water in particular benefited from this phenomenon and continued to see sales growth. Taking into account both its cheap price and the fact that bottled water has become a basic need of the Indonesian people, this product will continue to record sales growth in the future.
Unlike in the previous 1-2 years, bottled water saw a reduction in the number of new products entering the market in 2018. In previous years, quite a number of new brands entered the market offering high pH content, which is claimed to be better for the health.
Danone Aqua PT continued to lead bottled water in 2018, holding a much bigger share than its closest competitor, Tirta Fresindo Jaya PT. The presence of its Aqua brand is too strong for its competitors in the category.
Le Minerale recorded positive sales growth in 2018. Excellent levels of availability in both modern and traditional retail channels were the main reason for its success in continuing to register positive sales growth.
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This industry report originates from Passport, our Soft Drinks market research database.