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Today's Headlines Consumer Force
Normally the Ramadan month and Idul Fitri holiday (the celebration that marks the end of the Islamic fasting month) trigger an acceleration of economic activity as people consume more products (such as food and clothes), while the exodus of people from the cities to the rural areas during the week-long Idul Fitri (where they will spend a short holiday) causes a massive flow of money from the urban areas into the regional economies.
Indonesia's Industry Ministry is optimistic that the nation's manufacturing activity will improve in the second quarter of 2017, primarily supported by rising production in Indonesia's automotive and food & beverage sectors amid the Ramadan month and subsequent Idul Fitri celebrations. This period always triggers a peak in consumption due to the many food parties (especially in the evening). Moreover, car and motorcycle sales tend to rise ahead of the Idul Fitri period when millions of Indonesians travel back to their places of origin to spend a few days with their families.
In 2016 Indonesia was the third-largest Asian country in terms of modern retail sales growth after India and China. Last year Indonesia's modern retail sales expanded 10 percent to IDR 200 trillion (approx. USD $15 billion). Roy Nicholas Mandey, Chairman of the Indonesian Retailers Association (Aprindo), said Indonesia remains an attractive country for retailers due to the enormous size of the population. Moreover, due to economic growth this population constitutes a strengthening consumer force. Lastly, Indonesians are known as people who are eager to try and buy new products.
Leading global information and measurement company Nielsen expects the market value of Indonesia's consumer products to rise 10 percent year-on-year (y/y) in 2017 supported by expansion of the nation's retail industry and improving macro economic conditions. Yongky Susilo, Executive Director at Nielsen Indonesia, sees accelerating economic growth (hence boosting people's purchasing power) and relatively low inflation (3.02 percent y/y in December 2016) as the right context for rising consumer spending in Southeast Asia's largest economy.
Eric Sugandi, Chief Economist at SKHA Institute for Global Competitiveness (SIGC), believes household consumption will remain the main engine of economic growth in Indonesia in 2017, followed by the other engines, namely direct investment and government spending. Regarding household consumption, Sugandi says the middle class contributes significantly to economic growth of Southeast Asia's largest economy due to their robust consumption. Traditionally, household consumption accounts for between 55 and 58 percent of Indonesia's gross domestic product (GDP).
Indonesia's plan to raise people's (annual) non-taxable income by 50 percent to IDR 54 million (approx. USD $4,090) is estimated to add 0.3 percentage point to consumption growth in Indonesia according to Indonesia's Finance Minister Bambang Brodjonegoro. Last week, Brodjonegoro announced this tax incentive with the aim to strengthen Indonesians' purchasing power and encourage household consumption. Household consumption, which accounts for about 56 percent of Indonesia's overall economic growth, has been curtailed in recent years amid slowing economic growth, high inflation and the weak rupiah rate (against the US dollar).
Good news at the start of the new year. Indonesia's consumer confidence has risen in December 2015 according to the latest Bank Indonesia survey. Consumer optimism means that consumers are more likely to purchase goods hence giving ammunition for accelerated economic growth (domestic consumption accounts for about 55 percent of the nation's total economic growth). The portion of income that respondents use for consumption rose 0.6 percent month-on-month (m/m) to 69 percent of their income.
The latest consumer survey of Indonesia's central bank (Bank Indonesia) indicates that consumer confidence in Indonesia has improved - turning pessimism into optimism - in November on expectations of better economic conditions. Bank Indonesia's consumer confidence index, which is based on 1,700 household respondents in six major cities in Indonesia, rose to 103.7 points in November from 99.3 points in the preceding month. A reading below 100.0 signals that consumers are pessimistic.
Although consumer confidence among Indonesian consumers remained relatively high, there has been a decline detected in 2015. Consumer optimism has fallen as Indonesia’s economy is growing at its slowest pace in six years due to worldwide low commodity prices (giving rise to Indonesia’s weak export performance), China's economic slowdown, uneven recoveries in the US and Europe, while spending of the Indonesian government remained weak (amid bureaucratic hurdles and difficult land acquisition for projects).
In an effort to boost the domestic consumer goods industry, the Indonesian government today (23/07) raised import tariffs for food, cars, clothes and many other consumer goods. This seemingly protectionist measure is aimed at reducing Indonesia’s dependence on imported goods as well as to boost the country’s general economic growth, which has slowed to a six-year low of 4.71 percent (y/y) in the first quarter of 2015, by supporting development of the local consumer goods industry.
Latest Columns Consumer Force
Over the past couple of months there have been many reports about Indonesia's weak consumer purchasing power. For example, the Indonesian Retailers Association (Aprindo) said it detected rather weak retail sales during this year's Idul Fitri period (the week-long holiday that marks the end of the Islamic fasting month). Whereas these sales rose 16.3 percent during last year's edition of Idul Fitri, they rose only by an estimated 5-6 percent this year.
A survey conducted by the Economist Corporate Network (ECN), published on Tuesday (17/01), shows that Indonesia is among Asia's most attractive investment destinations due to the combination of strengthening consumer demand and improvements in the nation's investment and business climate (a positive result of the government's reform efforts). In this survey, titled "Navigating Asia's Risks and Rewards: Asia Business Outlook Survey 2017", a total of 223 Asia-based business executives were asked about their business performance and expectations for the year ahead.
The decision of Indonesia's central bank (Bank Indonesia), last week, to cut its key interest rate (BI rate) by 0.25 percent to 7.00 percent and to cut the reserve-requirement ratio for commercial banks' rupiah deposits by 1 percent to 6.5 percent is a decision that should boost household consumption in Indonesia in 2016, improve people's purchasing power, give rise to a stronger automotive and property sector, and boost liquidity at local banks (hence providing room for an acceleration of credit growth in Southeast Asia's largest economy).
In an attempt to boost the sluggish domestic economy by persuading Indonesian consumers to spend more, the central government of Indonesia will exempt several products from the luxury goods sales tax. By law, Indonesia has a tax (ranging between 10 and 50 percent) on goods that are categorized as luxury goods. These products include household items such as televisions, electronics, furniture, refrigerators, washing machines, water heaters as well as cars, motorcycles and property.
The Indonesian economy, from the expenditure side, is highly dominated by domestic demand. From Q1-2010 to Q1-2015, the average role of domestic demand reached 99.5 percent, with the lowest level at 96.8 percent. The positive side of this situation is that the Indonesian economy is relatively resilient to external factors. History shows that despite the US subprime mortgage crisis and financial crisis in Europe, economic growth in Indonesia remained relatively high and consistent compared to other countries.
According to data from ANZ-Roy Morgan, Indonesian consumer confidence increased 3.7 points to hit a record high at 161.4 points in August. Compared to the same month last year, Indonesian consumer confidence has grown by 11.9 points. Improved confidence in August is primarily due to increased confidence in personal finances and consumers’ expectation to buy household appliances. Indonesians are also more optimistic about the condition of the domestic economy in the five years ahead due to the arrival of president-elect Joko Widodo.
The central bank of Indonesia (Bank Indonesia) expects Indonesia’s economy to grow by 5.3 percent in the second quarter of 2014. If realized, it means that gross domestic product (GDP) of Southeast Asia’s largest economy will accelerate from the disappointing GDP growth result recorded in the first quarter of 2014 (5.21 percent). Perry Warjiyo, Deputy Governor at Bank Indonesia, said that growth in Q2-2014 will be primarily supported by household consumption and investments which traditionally peak in the second quarter.
Recently, Statistics Indonesia (BPS) released various data in the context of Indonesia's gross domestic product (GDP). Economic expansion of Southeast Asia's largest economy slowed to 5.78 percent (year-on-year) in 2013. Household consumption accounted for the largest share of Indonesia's GDP (55.8 percent) and continued to grow significantly (5.28 percent yoy) in 2013. This consumer force is one of the main reasons why many foreign companies enter and expand their businesses in Indonesia.
The Standard Chartered Bank expects Indonesia's economy to expand 5.8 percent in 2014, followed by a 6 percentage growth in 2015 as an improving global economy has a positive effect on emerging economies, including Indonesia. The world economy is estimated to grow between 3.2 and 3.5 percent this year and expected to accelerate to 3.8 percent in 2015. David Mann, the regional Head of Research at the Standard Chartered Bank in Asia, said that Indonesia's economic performance in 2013 was negatively influenced by external factors.
Forecasts for Indonesia’s gross domestic product (GDP) growth in 2013 and beyond have been revised down by all institutions, including the Indonesian government and central bank as well as international organizations such as the World Bank and the International Monetary Fund (IMF). Initially, the country’s economic growth was expected to reach around 6.5 percent in 2013. However, most institutions have downgraded forecasts for the country’s economic growth to below the 6.0 percent mark.
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