STUDY ABOUT COOKING OIL CONSUMPTION

OF INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Apr, 2017
SURVEY DESIGN

 This survey was conducted to study cooking oil consumption of Indonesia

 Methodology: Online survey

 Fieldwork time: 5 days (03/04/2017 – 07/04/2017)

 Sample size: N = 826

 Geography: Nationwide

1
RESPONDENTS SELECTION

Respondents of this survey had to be qualified below criteria

 Age : Above 18
 Gender : Male and Female
 Usage : Use cooking oil

2
KEY FINDINGS

1) Awareness and Usage

• Bimoli, Filma, Sania, Tropical, Kunci Mas, Fortune and Sunco are the most well-known
cooking oil brands in Indonesia
• TVC, Point of sales are the main sources to gain brand awareness
• Bimoli is dominating cooking oil market in Indonesia with 37% share, following by Tropical with
18% share

2) Actual Satisfaction
• Palm oil, vegetable oil and coconut oil are the most chosen cooking oil type
• 2 liter is the most popular oil volume
• 47% spend over $2 - $3 for each time buying cooking oil
• In average, Indonesian usually buy cooking oil 4 times per month
• Convenient store is the best channel for buying cooking oil

3) Usage Behavior
• Pricing, cholesterol level and brand popularity are top brand choice criteria
• 91% are satisfied with their current cooking oil brand

3
VIETNAM AND INDONESIA COOKING OIL CONSUMERS

KEY FINDINGS VIETNAM INDONESIA

Most well-known brands Neptune, Tuong An, Meizan Bimoli, Filma, Sania

Market leaders • Neptune (28%) • Bimoli (37%)

• Simply (27%) • Tropical (18%)
• Tuong An (23%) • Sunco (11%)
Key brand awareness • TVC (76%) • TVC (71%)
channels • Point of sales (73%) • Point of sales (68%)
Key purchase channels • Grocery store (56%) • Convenient store (72%)

Top brand choice • Good for heart • Pricing

criterias • Many people use this brand • Cholesterol level
• Brand popularity • Brand popularity

4
DEMOGRAPHIC INFORMATION

N = 826
Age Gender

18-25 41%
Female 69%

26-30 38%

Male 31%
Over 30 21%

Living Place Occupation

Jakarta 20% Housewife 30%

Bodetabek 17% Officer 26%

Self-employed 15%
Bandung 12%
University student 11%
Surabaya 11%
Factory Worker 8%
Yogyakarta 8%
Engineer/Doctor/Teacher 5%
Medan 4% Job seeker/Retired 4%
Others 26% Others 1%

5
CONTENT

1) Awareness and Usage

2) Usage Behaviors

3) Actual Satisfaction

6
BIMOLI, FILMA, SANIA, TROPICAL, KUNCI MAS, FORTUNE AND SUNCO ARE THE
MOST WELL-KNOWN COOKING OIL BRANDS IN INDONESIA
Which cooking oil brands below are you awared of?
(Comparison by Age Group)

Total 18-25 26-30 Over 30

Bimoli 89% 85% 92% 93%

Filma 81% 78% 77% 93%

Sania 80% 76% 77% 92%

Tropical 78% 75% 75% 91%

Kunci Mas 75% 71% 73% 88%

Fortune 74% 71% 72% 85%

Sunco 74% 72% 69% 85%

Avena 26% 20% 25% 37%

Barco 21% 15% 22% 30%

Rajawali 11% 9% 13% 11%

Ho-Ya 6% 5% 8% 5%

Others 1% 1% 1% 2%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 338 N = 311 N = 177

7
BIMOLI, FILMA, SANIA, TROPICAL, KUNCI MAS, FORTUNE AND SUNCO ARE THE
MOST WELL-KNOWN COOKING OIL BRANDS IN INDONESIA
Which cooking oil brands below are you awared of?
(Comparison by Gender Group)

Total Male Female

Bimoli 89% 85% 91%

Filma 81% 70% 85%

Sania 80% 68% 85%

Tropical 78% 68% 83%

Kunci Mas 75% 63% 81%

Fortune 74% 59% 81%

Sunco 74% 59% 80%

Avena 26% 19% 28%

Barco 21% 15% 23%

Rajawali 11% 10% 11%

Ho-Ya 6% 6% 7%

Others 1% 0% 2%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 254 N = 572

8
TVC, POINT OF SALES ARE THE MAIN SOURCES TO GAIN BRAND AWARENESS
Over 30 group read newspaper/ magazine more than others
How do you know about those cooking oil brands?
(Comparison by Age Group)
Total 18-25 26-30 Over 30
TV commercials 71% 65% 77% 72%

See the brand in many selling places (

68% 66% 63% 82%
supermarket, convenient stores,ect)
I saw many people eat that noodle
40% 40% 39% 43%
brand

Friends /family recommendation 39% 39% 38% 43%

Outdoor ads (banner, bilboard,…) 33% 31% 31% 41%

Ads on newspaper/magazine 33% 27% 32% 46%

Online Ads (Website, facebook,

31% 29% 29% 38%
forums….)
Sale person introduce at the selling
26% 23% 26% 31%
place

Facebook 25% 20% 27% 31%

I got it as promotion gift from other

19% 19% 19% 21%
products

Others 0% 0% 0% 1%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 338 N = 311 N = 177

9
TVC, POINT OF SALES ARE THE MAIN SOURCES TO GAIN BRAND AWARENESS
How do you know about those cooking oil brands?
(Comparison by Gender Group)

Total Male Female

TV commercials 71% 68% 72%

See the brand in many selling places (

68% 56% 74%
supermarket, convenient stores,ect)
I saw many people eat that noodle
40% 36% 42%
brand

Friends /family recommendation 39% 39% 39%

Outdoor ads (banner, bilboard,…) 33% 30% 34%

Ads on newspaper/magazine 33% 30% 34%

Online Ads (Website, facebook,

31% 28% 32%
forums….)
Sale person introduce at the selling
26% 23% 27%
place

Facebook 25% 19% 27%

I got it as promotion gift from other

19% 20% 19%
products

Others 0% 0% 0%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 254 N = 572

10
BIMOLI IS DOMINATING COOKING OIL MARKET IN INDONESIA WITH 37%
SHARE, FOLLOWING BY TROPICAL WITH 18% SHARE
In present, what cooking oil brand do you use most frequent?
(Comparison by Age Group)

Total 18-25 26-30 Over 30

Bimoli 37% 35% 36% 42%

Tropical 18% 17% 18% 19%

Sunco 11% 12% 11% 9%

Sania 10% 9% 10% 10%

Filma 9% 10% 9% 9%

Fortune 7% 8% 7% 5%

Others 8% 8% 8% 5%

0% 25% 50% 0% 25% 50% 0% 25% 50% 0% 25% 50%

N = 826 N = 338 N = 311 N = 177

11
BIMOLI IS DOMINATING COOKING OIL MARKET IN INDONESIA WITH 37%
SHARE, FOLLOWING BY TROPICAL WITH 18% SHARE
In present, what cooking oil brand do you use most frequent?
(Comparison by Gender Group)

Total Male Female

Bimoli 37% 45% 34%

Tropical 18% 19% 17%

Sunco 11% 11% 11%

Sania 10% 5% 12%

Filma 9% 7% 10%

Fortune 7% 4% 9%

Others 8% 8% 7%

0% 25% 50% 0% 25% 50% 0% 25% 50%

N = 826 N = 254 N = 572

12
BIMOLI GAIN HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE
Which cooking oil brands below are you awared of?
In present, what cooking oil brand do you use most frequent?

N = 826
100%

89%
90%
81% 80%
80% 78%
75% 74% 74% Awareness

70%

60%

50%

40% 37%

30% 26% Usage

21%
20% 18%

9% 10% 11% 11%

10% 6% 7% 6%
1%
0%
Bimoli Filma Sania Tropical Kunci Fortune Sunco Avena Barco Rajawali Ho-Ya Others
Mas

13
CONTENT

1) Awareness and Usage

2) Usage Behaviors

3) Actual Satisfaction

14
INDONESIAN PREFER PALM OIL, VEGETABLE OIL AND COCONUT OIL THAN
OTHERS
What kind of oil that you/your family usually use ?
(Comparison by Age Group)

Total 18-25 26-30 Over 30

Palm oil 63% 58% 68% 62%

Vegetable oil 54% 51% 59% 51%

Coconut oil 50% 52% 53% 38%

Olive oil 31% 30% 38% 22%

Sesame oil 21% 15% 29% 16%

Soy oil 7% 6% 7% 7%

Peanut oil 5% 3% 6% 5%

Sun flower oil 5% 5% 5% 4%

Canola oil 4% 4% 4% 4%

Rapeseed oil 3% 3% 3% 2%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 338 N = 311 N = 177

15
INDONESIAN PREFER PALM OIL, VEGETABLE OIL AND COCONUT OIL THAN
OTHERS
What kind of oil that you/your family usually use ?
(Comparison by Gender Group)

Total Male Female

Palm oil 63% 63% 62%

Vegetable oil 54% 52% 55%

Coconut oil 50% 49% 50%

Olive oil 31% 28% 33%

Sesame oil 21% 20% 21%

Soy oil 7% 4% 8%

Peanut oil 5% 4% 5%

Sun flower oil 5% 5% 5%

Canola oil 4% 4% 5%

Rapeseed oil 3% 3% 3%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 254 N = 572

16
2 LITER IS THE MOST CHOSEN OIL VOLUME
What oil vollume that you/your family usually buy is?
(Comparison by Age Group)
100% 1% 1% 1% 1%
5% 4% 5% 6%
Over 5 litre
90%

80% 5 litre

70% 51%
56% 57% 2 litre
63%
60%

50% 1 litre

40%
500 ml
30% 28%
23% 18%

20% 400 ml
21%
7%
7% 7%
10%
5% 3% 10% 4% 250 ml
6% 2%
4% 2% 3%
0%
Total 18-25 26-30 Over 30

N = 826 N = 338 N = 311 N = 177

Weighted
Average
1724 1646 1720 1877
Volume (ml)
17
2 LITER IS THE MOST CHOSEN OIL VOLUME
However, 35% of male users prefer 1 litre bottle to others
What oil vollume that you/your family usually buy is?
(Comparison by Gender Group)
100% 1% 1% 1%
5% 4%
7%
Over 5 litre
90%

80%
5 litre
36%
70%
56%
65% 2 litre
60%

50% 1 litre

40% 35%
500 ml
30%
23%
17%
20% 400 ml
7%
7%
10% 8% 6%
5% 4%
6% 250 ml
4% 3%
0%
Total Male Female

N = 826 N = 254 N = 572

Weighted
Average
1724 1583 1786
Volume (ml)
18
47% SPEND OVER $2 - $3 FOR EACH TIME BUYING COOKING OIL
How much do you usually spend for buying cooking oil each time?
(Comparison by Age Group)
100%
4% 5% 4% 3%
6% Over $10
7% 6% 8%
90%
9% 7%
9% 12%
80% Over $7.5 to $10

11% 14% 7%
12%
70%
7% Over $5 to $7.5
9% 10%
60% 11%
Over $4 to $5
50%

Over $3 to $4
40% 50%
47% 43%

30% 47%
Over $2 to $3

20%
$1 to $2
10% 12%
11% 14%
6%
Under $1
0% 2% 3% 1% 2%
Total 18-25 26-30 Over 30

N = 826 N = 338 N = 311 N = 177

Weighted
Average
3.7 3.7 3.7 3.9
Expenditure
19
47% SPEND OVER $2 - $3 FOR EACH TIME BUYING COOKING OIL
How much do you usually spend for buying cooking oil each time?
(Comparison by Gender Group)
100%
4% 6% 3%
7% Over $10
7% 6%
90%
9% 8%
9%
80% Over $7.5 to $10

11% 11%
11%
70%
Over $5 to $7.5
9% 9%
9%
60%
Over $4 to $5
50%

Over $3 to $4
40%
47% 41% 49%
30% Over $2 to $3

20%
$1 to $2
10% 14%
11% 10%
3% Under $1
0% 2% 1%
Total Male Female

N = 826 N = 254 N = 572

Weighted
Average
3.7 3.8 3.7
Expenditure
20
IN AVERAGE, INDONESIAN USUALLY BUY COOKING OIL 4 TIMES PER MONTH
How often do you buy cooking oil?
(Comparison by Age Group)
100%
5%
8% 8% 11% More than 3
90% 11% times/week

19%
80% 25% 18% 2-3 times/week
18%
70%
Once/week
20%
60% 21%
20%

50% 31% 2-3 times/months

40% 26%
24% 26% Once/month
30%

20% 29% Once every 2-3

months
22% 20% 21%
10%
Once every more than
4% 5% 3 months
4% 1% 3% 1%
0%
Total 18-25 26-30 Over 30

N = 826 N = 338 N = 311 N = 177

Weighted
Average 4.2 4.5 4.5 3.2
Time
(times/month) 21
IN AVERAGE, INDONESIAN USUALLY BUY COOKING OIL 4 TIMES PER MONTH
How often do you buy cooking oil?
(Comparison by Gender Group)
100%
8% 7%
11% More than 3
90% times/week

19%
19%
80% 2-3 times/week
20%

70%
20% Once/week
20%
60%
21%

50% 2-3 times/months

40% 26% 29%

19%
Once/month
30%

20% Once every 2-3

23% months
22% 22%
10%
Once every more
4% 5% 3% than 3 months
0% 1%
Total Male Female

N = 826 N = 254 N = 572

Weighted
Average 4.2 4.5 4.1
Time
(times/month) 22
CONVENIENT STORE IS THE BEST CHANNEL FOR BUYING COOKING OIL
Where do you usually buy cooking oil ?
(Comparison by Age Group)

Total 18-25 26-30 Over 30

Convenient store 72% 72% 71% 72%

Supermarket 58% 61% 53% 63%

Grocery store 38% 39% 37% 37%

Tradition market 29% 31% 27% 26%

Others 0% 0% 0% 1%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 338 N = 311 N = 177

23
CONVENIENT STORE IS THE BEST CHANNEL FOR BUYING COOKING OIL
Male users prefer to buy cooking oil at grocery store rather than buy at other places
Where do you usually buy cooking oil?
(Comparison by Gender Group)
Total Male Female

Convenient store 72% 70% 73%

Supermarket 58% 51% 62%

Grocery store 38% 48% 34%

Tradition market 29% 30% 28%

Others 0% 0% 1%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 254 N = 572

24
CONTENT

1) Awareness and Usage

2) Usage Behaviors

3) Actual Satisfaction

25
PRICING, CHOLESTEROL LEVEL AND BRAND POPULARITY ARE TOP BRAND
CHOICE CRITERIA
What are the reasons for choosing that brand?

Total
Good price 44%
Low level of cholesterol 37%
Popular Brand 37%
Frequently have good sales and promotion 36%
Many people use this brand 35%
Made from natural ingredients 31%
Add in vitamins and nutrition 30%
Variety of package type ( pack, cup, bowl) 28%
Good for heart 27%
My housband/family love that brand 26%
Nice packaging 25%
Good for digestion 23%
Have antioxidant ingredients 22%
Friends Recmmendation 22%
My favorite ceblerity represent that brand 7%
Others 1%

0% 40% 80%

N = 826

26
BIMOLI/ FILMA = BRAND POPULARITY + PRICING
What are the reasons for choosing that brand?

Total Bimoli Filma

Good price 44% 42% 38%
Low level of cholesterol 37% 36% 37%
Popular Brand 37% 45% 38%
Frequently have good sales and promotion 36% 30% 36%
Many people use this brand 35% 39% 28%
Made from natural ingredients 31% 32% 33%
Add in vitamins and nutrition 30% 30% 28%
Variety of package type ( pack, cup, bowl) 28% 29% 33%
Good for heart 27% 25% 29%
My housband/family love that brand 26% 29% 31%
Nice packaging 25% 26% 29%
Good for digestion 23% 22% 22%
Have antioxidant ingredients 22% 22% 19%
Friends Recmmendation 22% 22% 18%
My favorite ceblerity represent that brand 7% 6% 6%
Others 1% 0% 1%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 306 N = 78

27
TROPICAL/ SUNCO= PRICING + CHOLESTEROL LEVEL
What are the reasons for choosing that brand?

Total Tropical Sunco

Good price 44% 46% 41%
Low level of cholesterol 37% 46% 46%
Popular Brand 37% 36% 33%
Frequently have good sales and promotion 36% 38% 34%
Many people use this brand 35% 39% 30%
Made from natural ingredients 31% 33% 38%
Add in vitamins and nutrition 30% 33% 40%
Variety of package type ( pack, cup, bowl) 28% 35% 20%
Good for heart 27% 34% 33%
My housband/family love that brand 26% 19% 26%
Nice packaging 25% 27% 23%
Good for digestion 23% 27% 28%
Have antioxidant ingredients 22% 23% 26%
Friends Recmmendation 22% 23% 30%
My favorite ceblerity represent that brand 7% 5% 13%
Others 1% 0% 3%

0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 149 N = 90

28
SANIA/ FORTUNE/ KUNCI MAS = PRICING + FREQUENCY OF PROMOTION
What are the reasons for choosing that brand?

Total Sania Fortune Kunci Mas

Good price 44% 54% 47% 39%
Low level of cholesterol 37% 34% 29% 22%
Popular Brand 37% 37% 15% 29%
Frequently have good sales and promotion 36% 48% 42% 45%
Many people use this brand 35% 34% 32% 25%
Made from natural ingredients 31% 26% 22% 25%
Add in vitamins and nutrition 30% 29% 22% 20%
Variety of package type ( pack, cup, bowl) 28% 23% 19% 27%
Good for heart 27% 28% 17% 20%
My housband/family love that brand 26% 29% 17% 29%
Nice packaging 25% 26% 14% 22%
Good for digestion 23% 27% 10% 20%
Have antioxidant ingredients 22% 23% 14% 25%
Friends Recmmendation 22% 18% 15% 24%
My favorite ceblerity represent that brand 7% 9% 5% 4%
Others 1% 0% 0% 2%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

N = 826 N = 82 N = 59 N = 51

29
91% ARE SATISFIED WITH THEIR CURRENT COOKING OIL BRAND
Overall, How do you feel about your current cooking oil brand?

100%

90% 20% Very satisfied

31% 33%
37% 35% 35%
80% 39%
50%
70%

Satisfied
60%

50% 58%

55% 49%
40%
54% 55% Neutral
55% 62%
30%
44%

20%

10% 22% Dissatisfied

12% 18%
9% 10%
6% 6% 3%
0% 2%
Total Sunco Bimoli Tropical Sania Kunci Mas Filma Fortune

N = 826 N = 90 N = 306 N = 149 N = 82 N = 51 N = 78 N = 59

Weighted
Average
4.28 4.44 4.33 4.32 4.26 4.16 4.15 3.98
Score
• 5 = Very satisfied; 4 = Satisfied; 3 = Neutral; 2 = Dissatisfied; 1 = Very dissatisfied
30
24% ARE LOYAL WITH THEIR CURRENT COOKING OIL BRAND
Bimoli owns the highest top box of loyalty ratio (35%)
What is your usage intention toward your current cooking oil?
100%
I will use that
12% 11%
15% 18% cooking oil brand
90% 20% only
24% 26%
35%
80%
27% I will prioritize to
31%
70% use that brand
35% 32% 25%

60% 30% 29%

I will continue to
50% 29% use that brand, but I
will try other brands
40% in future
33% 51%
46%
30% 38% I will use this brand
37% 37% 42% in parallel with other
brand
20% 29%

10% 22% I will switch to other

8% 12% 12% 11% cooking oil brand
9% 6% 8%
0% 1%
Total Bimoli Sunco Tropical Filma Kunci Mas Fortune Sania
N = 826 N = 306 N = 90 N = 149 N = 78 N = 51 N = 59 N = 82
Weighted
Average
3.69 3.94 3.70 3.58 3.56 3.43 3.42 3.38
Score
• 5 = I will use that cooking oil brand only; 4 = I will prioritize to use that brand; 3 = I will continue to use that brand, but I will try other brands in future; 2 = I will
use this brand in parallel with other brand; 1 = I will switch to other cooking oil brand
31
72% WILL RECOMMEND THEIR CURRENT COOKING OIL BRAND TO OTHES
What is your ability to recommend your current brand to others?

100%
I will recommend
90% 19% definitely
26%
32% 29%
37% 34%
80% 42%
46%
I will recommend
70%

60% 28%
47% 27%
I may
50% recommend
40%
35% 39%
40%
33% 39%

30% I will not

recommend
39% 42%
20%
32%
25% 24% 28%
10% 21% 17% I will not
recommend
2% 3% definitely
0% 1%
1% 2% 3% 2% 2% 1%
Total Bimoli Sunco Tropical Sania Fortune Kunci Mas Filma

N = 826 N = 306 N = 90 N = 149 N = 82 N = 59 N = 51 N = 78

Weighted
Average
4.07 4.24 4.21 4.05 4.04 3.81 3.80 3.74
Score
• 5 = Will recommend definitely; 4 = Will recommend; 3 = I may recommend; 2 = I will not recommend; 1 = I will not recommend definitely
32
FEEL FREE TO DROP US ANY QUESTION

• Japan & Taiwan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200

• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944

• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

33
FEEL FREE TO DROP US ANY QUESTION

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

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