Indonesian consumers increasingly favor local products

Local products are gaining significant traction among Indonesian consumers, becoming a primary choice for daily needs.

Affordability is a key driver, with a recent Jakpat survey revealing that over 70 percent of respondents prioritize accessible pricing when selecting local goods. This is closely followed by convenience, as 56 percent of consumers value the ease of finding these products. Furthermore, the perceived quality of local offerings is steadily improving, making them a more attractive alternative to imported goods.

The variety of local products available has also expanded considerably, encompassing everything from household items and kitchenware to children's toys and general daily necessities. Retail chain MR.D.I.Y. Indonesia, for instance, stocks numerous local brands across its more than 1,300 stores nationwide, including Kintakun, Porto, and Homliv.

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We believe that the greater the market access a product has, the greater its opportunity to continue developing.

Edwin Cheah, President Director of MR.D.I.Y. Indonesia, stressed the importance of market access for the growth of local products. "We believe that the greater the market access a product has, the greater its opportunity to continue developing," he stated. The company's widespread store network serves as a crucial platform for introducing Indonesian-made products to a broader audience through initiatives like the 'Proudly Local' campaign.

Public figure Tasya Kamila echoed this sentiment, noting that local products are no longer just a secondary option. "For me, local products are not a second choice. Now there are many Indonesian-made products whose quality is comparable, and the prices are much friendlier," she said. She highlighted her preference for local items in various categories, from kitchenware and bathroom accessories like bath mats to practical everyday items such as sandals, emphasizing that integrating local products into daily life is easy and beneficial.

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For me, local products are not a second choice. Now there are many Indonesian-made products whose quality is comparable, and the prices are much friendlier.