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More than 5000 home improvement supplies stores are located across Indonesia’s eight key cities
GfK retail census reveals highest concentration in Jakarta; paint is most commonly available item
26 March 2013, JAKARTA – Rapid urbanization and a stabilized economic situation in the world’s fourth most populous country have been encouraging factors which have spurred population migration to the big cities in recent years. The increased number of dwellings has been key to the subsistence of some 5000 stores supplying home improvement materials to consumers across Indonesia’s eight major cities of Indonesia—Jakarta, Bandung, Semarang, Surabaya, Medan, Banjarmasin, Makassar, and Denpasar.
A recently completed universe count by GfK Indonesia showed that the highest concentration of such stores, or three in ten (30%) of them are located in Jakarta and the most widely available products which are sold in 95 percent of stores are paints. Pipes/plumbing and cement products are the next most common items, carried by 91 and 83 percent of the stores respectively.
“These products tend to enjoy higher level of distribution as they are fastest moving home improvements supplies in the stores,” noted Guntur Sanjoyo, Managing Director of GfK Indonesia. “There are many households which do their own or hire people to carry out minor repairs or upgrading works in their homes, creating an important market for these stores to cater to their needs easily and conveniently.”
GfK findings also revealed the differing characteristics of these stores across the different areas. In the capital city of Jakarta, more than 90 percent of the home improvement supplies stores tend to exhibit the one-stop-shop concept which offers other raw materials such as woods, sands, and bricks, aside from the top three products. The scenario is rather different compared to other cities such as Medan, where woods, sands and bricks are only available in less than half of the stores.
“As more dwellings are being built to meet the needs of a growing population in and around the major cities of Indonesia, we can certainly anticipate surge in demand for home improvement supplies and a significant expansion in the market in the years to come,” concluded Sanjoyo.
GfK Retail and Technology Indonesia has been conducting research of consumer durables for more than 20 years in Indonesia and recently introduced research into home improvement supplies.
GfK is one of the world’s largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.
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