Bimoli is dominating cooking oil market in Indonesia with 37% share, following by Tropical with 18% share Find more at: https://www.di-onlinesurvey.com

1. STUDY ABOUT COOKING OIL CONSUMPTION
OF INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Apr, 2017

2. 1
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

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 18
 Gender : Male and Female
 Usage : Use cooking oil

4. 3
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

5. 4
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Neptune, Tuong An, Meizan Bimoli, Filma, Sania
Market leaders • Neptune (28%)
• Simply (27%)
• Tuong An (23%)
• Bimoli (37%)
• Tropical (18%)
• Sunco (11%)
Key brand awareness
channels
• TVC (76%)
• Point of sales (73%)
• TVC (71%)
• Point of sales (68%)
Key purchase channels • Grocery store (56%) • Convenient store (72%)
Top brand choice
criterias
• Good for heart
• Many people use this brand
• Brand popularity
• Pricing
• Cholesterol level
• Brand popularity
VIETNAM AND INDONESIA COOKING OIL CONSUMERS

6. 5
N = 826
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
21%
38%
41%
Over 30
26-30
18-25
26%
4%
8%
11%
12%
17%
20%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
31%
69%
Male
Female
1%
4%
5%
8%
11%
15%
26%
30%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Factory Worker
University student
Self-employed
Officer
Housewife

7. 6
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

8. 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 Age Group)
1%
6%
11%
21%
26%
74%
74%
75%
78%
80%
81%
89%
0% 50% 100%
Others
Ho-Ya
Rajawali
Barco
Avena
Sunco
Fortune
Kunci Mas
Tropical
Sania
Filma
Bimoli
Total
1%
5%
9%
15%
20%
72%
71%
71%
75%
76%
78%
85%
0% 50% 100%
18-25
1%
8%
13%
22%
25%
69%
72%
73%
75%
77%
77%
92%
0% 50% 100%
26-30
2%
5%
11%
30%
37%
85%
85%
88%
91%
92%
93%
93%
0% 50% 100%
Over 30
N = 826 N = 338 N = 311 N = 177

9. 8
Which cooking oil brands below are you awared of?
(Comparison by Gender Group)
1%
6%
11%
21%
26%
74%
74%
75%
78%
80%
81%
89%
0% 50% 100%
Others
Ho-Ya
Rajawali
Barco
Avena
Sunco
Fortune
Kunci Mas
Tropical
Sania
Filma
Bimoli
Total
0%
6%
10%
15%
19%
59%
59%
63%
68%
68%
70%
85%
0% 50% 100%
Male
2%
7%
11%
23%
28%
80%
81%
81%
83%
85%
85%
91%
0% 50% 100%
Female
N = 826 N = 254 N = 572
BIMOLI, FILMA, SANIA, TROPICAL, KUNCI MAS, FORTUNE AND SUNCO ARE THE
MOST WELL-KNOWN COOKING OIL BRANDS IN INDONESIA

10. 9
TVC, POINT OF SALES ARE THE MAIN SOURCES TO GAIN BRAND AWARENESS
0%
19%
25%
26%
31%
33%
33%
39%
40%
68%
71%
0% 50% 100%
Others
I got it as promotion gift from other
products
Facebook
Sale person introduce at the selling
place
Online Ads (Website, facebook,
forums….)
Ads on newspaper/magazine
Outdoor ads (banner, bilboard,…)
Friends /family recommendation
I saw many people eat that noodle
brand
See the brand in many selling places (
supermarket, convenient stores,ect)
TV commercials
Total
0%
19%
20%
23%
29%
27%
31%
39%
40%
66%
65%
0% 50% 100%
18-25
0%
19%
27%
26%
29%
32%
31%
38%
39%
63%
77%
0% 50% 100%
26-30
1%
21%
31%
31%
38%
46%
41%
43%
43%
82%
72%
0% 50% 100%
Over 30
How do you know about those cooking oil brands?
(Comparison by Age Group)
N = 826 N = 338 N = 311 N = 177
Over 30 group read newspaper/ magazine more than others

11. 10
0%
19%
25%
26%
31%
33%
33%
39%
40%
68%
71%
0% 50% 100%
Others
I got it as promotion gift from other
products
Facebook
Sale person introduce at the selling
place
Online Ads (Website, facebook,
forums….)
Ads on newspaper/magazine
Outdoor ads (banner, bilboard,…)
Friends /family recommendation
I saw many people eat that noodle
brand
See the brand in many selling places (
supermarket, convenient stores,ect)
TV commercials
Total
0%
20%
19%
23%
28%
30%
30%
39%
36%
56%
68%
0% 50% 100%
Male
0%
19%
27%
27%
32%
34%
34%
39%
42%
74%
72%
0% 50% 100%
Female
How do you know about those cooking oil brands?
(Comparison by Gender Group)
N = 826 N = 254 N = 572
TVC, POINT OF SALES ARE THE MAIN SOURCES TO GAIN BRAND AWARENESS

12. 11
BIMOLI IS DOMINATING COOKING OIL MARKET IN INDONESIA WITH 37%
SHARE, FOLLOWING BY TROPICAL WITH 18% SHARE
8%
7%
9%
10%
11%
18%
37%
0% 25% 50%
Others
Fortune
Filma
Sania
Sunco
Tropical
Bimoli
Total
8%
8%
10%
9%
12%
17%
35%
0% 25% 50%
18-25
8%
7%
9%
10%
11%
18%
36%
0% 25% 50%
26-30
5%
5%
9%
10%
9%
19%
42%
0% 25% 50%
Over 30
In present, what cooking oil brand do you use most frequent?
(Comparison by Age Group)
N = 826 N = 338 N = 311 N = 177

13. 12
8%
7%
9%
10%
11%
18%
37%
0% 25% 50%
Others
Fortune
Filma
Sania
Sunco
Tropical
Bimoli
Total
8%
4%
7%
5%
11%
19%
45%
0% 25% 50%
Male
7%
9%
10%
12%
11%
17%
34%
0% 25% 50%
Female
In present, what cooking oil brand do you use most frequent?
(Comparison by Gender Group)
N = 826 N = 254 N = 572
BIMOLI IS DOMINATING COOKING OIL MARKET IN INDONESIA WITH 37%
SHARE, FOLLOWING BY TROPICAL WITH 18% SHARE

14. 13
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?
89%
81% 80% 78%
75% 74% 74%
26%
21%
11%
6%
1%
37%
9% 10%
18%
6% 7%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bimoli Filma Sania Tropical Kunci
Mas
Fortune Sunco Avena Barco Rajawali Ho-Ya Others
Awareness
Usage
N = 826

15. 14
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

16. 15
INDONESIAN PREFER PALM OIL, VEGETABLE OIL AND COCONUT OIL THAN
OTHERS
3%
4%
5%
5%
7%
21%
31%
50%
54%
63%
0% 50% 100%
Rapeseed oil
Canola oil
Sun flower oil
Peanut oil
Soy oil
Sesame oil
Olive oil
Coconut oil
Vegetable oil
Palm oil
Total
3%
4%
5%
3%
6%
15%
30%
52%
51%
58%
0% 50% 100%
18-25
3%
4%
5%
6%
7%
29%
38%
53%
59%
68%
0% 50% 100%
26-30
2%
4%
4%
5%
7%
16%
22%
38%
51%
62%
0% 50% 100%
Over 30
What kind of oil that you/your family usually use ?
(Comparison by Age Group)
N = 826 N = 338 N = 311 N = 177

17. 16
3%
4%
5%
5%
7%
21%
31%
50%
54%
63%
0% 50% 100%
Rapeseed oil
Canola oil
Sun flower oil
Peanut oil
Soy oil
Sesame oil
Olive oil
Coconut oil
Vegetable oil
Palm oil
Total
3%
4%
5%
4%
4%
20%
28%
49%
52%
63%
0% 50% 100%
Male
3%
5%
5%
5%
8%
21%
33%
50%
55%
62%
0% 50% 100%
Female
What kind of oil that you/your family usually use ?
(Comparison by Gender Group)
N = 826 N = 254 N = 572
INDONESIAN PREFER PALM OIL, VEGETABLE OIL AND COCONUT OIL THAN
OTHERS

18. 17
2 LITER IS THE MOST CHOSEN OIL VOLUME
What oil vollume that you/your family usually buy is?
(Comparison by Age Group)
4% 6%
2% 3%
5% 3% 10%
2%
7% 7%
7%
4%
23%
28%
18%
21%
56%
51%
57%
63%
5% 4% 5% 6%
1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over 5 litre
5 litre
2 litre
1 litre
500 ml
400 ml
250 ml
N = 826 N = 338 N = 311 N = 177
Weighted
Average
Volume (ml)
17201724 1646 1877

19. 18
What oil vollume that you/your family usually buy is?
(Comparison by Gender Group)
4% 6% 3%
5%
8%
4%
7%
7%
6%
23%
35%
17%
56%
36%
65%
5% 7%
4%
1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Over 5 litre
5 litre
2 litre
1 litre
500 ml
400 ml
250 ml
N = 826 N = 254 N = 572
2 LITER IS THE MOST CHOSEN OIL VOLUME
However, 35% of male users prefer 1 litre bottle to others
Weighted
Average
Volume (ml)
15831724 1786

20. 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 Age Group)
2% 3% 1% 2%
11% 12% 14%
6%
47% 43%
50%
47%
9% 10%
7%
11%
11% 14% 7%
12%
9% 7%
9% 12%
7% 6% 8%
6%
4% 5% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over $10
Over $7.5 to $10
Over $5 to $7.5
Over $4 to $5
Over $3 to $4
Over $2 to $3
$1 to $2
Under $1
N = 826 N = 338 N = 311 N = 177
Weighted
Average
Expenditure
3.73.7 3.93.7

21. 20
2% 3% 1%
11%
14%
10%
47% 41% 49%
9%
9%
9%
11%
11%
11%
9% 9%
8%
7% 6%
7%
4% 6% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Over $10
Over $7.5 to $10
Over $5 to $7.5
Over $4 to $5
Over $3 to $4
Over $2 to $3
$1 to $2
Under $1
How much do you usually spend for buying cooking oil each time?
(Comparison by Gender Group)
N = 826 N = 254 N = 572
47% SPEND OVER $2 - $3 FOR EACH TIME BUYING COOKING OIL
Weighted
Average
Expenditure
3.7 3.8 3.7

22. 21
IN AVERAGE, INDONESIAN USUALLY BUY COOKING OIL 4 TIMES PER MONTH
How often do you buy cooking oil?
(Comparison by Age Group)
1% 1%4% 4% 3%
5%
22% 20% 21%
29%
26%
24% 26%
31%
20%
20%
21%
18%
19%
25% 18%
11%
8% 8% 11%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
More than 3
times/week
2-3 times/week
Once/week
2-3 times/months
Once/month
Once every 2-3
months
Once every more than
3 months
N = 826 N = 338 N = 311 N = 177
Weighted
Average
Time
(times/month)
4.2 4.5 4.5 3.2

23. 22
How often do you buy cooking oil?
(Comparison by Gender Group)
1%
4% 5% 3%
22%
23%
22%
26% 19%
29%
20%
21%
20%
19%
20%
19%
8%
11%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
More than 3
times/week
2-3 times/week
Once/week
2-3 times/months
Once/month
Once every 2-3
months
Once every more
than 3 months
N = 826 N = 254 N = 572
4.2 4.5 4.1
IN AVERAGE, INDONESIAN USUALLY BUY COOKING OIL 4 TIMES PER MONTH
Weighted
Average
Time
(times/month)

24. 23
CONVENIENT STORE IS THE BEST CHANNEL FOR BUYING COOKING OIL
0%
29%
38%
58%
72%
0% 50% 100%
Others
Tradition market
Grocery store
Supermarket
Convenient store
Total
0%
31%
39%
61%
72%
0% 50% 100%
18-25
0%
27%
37%
53%
71%
0% 50% 100%
26-30
1%
26%
37%
63%
72%
0% 50% 100%
Over 30
Where do you usually buy cooking oil ?
(Comparison by Age Group)
N = 826 N = 338 N = 311 N = 177

25. 24
0%
29%
38%
58%
72%
0% 50% 100%
Others
Tradition market
Grocery store
Supermarket
Convenient store
Total
0%
30%
48%
51%
70%
0% 50% 100%
Male
1%
28%
34%
62%
73%
0% 50% 100%
Female
Where do you usually buy cooking oil?
(Comparison by Gender Group)
N = 826 N = 254 N = 572
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

26. 25
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

27. 26
PRICING, CHOLESTEROL LEVEL AND BRAND POPULARITY ARE TOP BRAND
CHOICE CRITERIA
What are the reasons for choosing that brand?
1%
7%
22%
22%
23%
25%
26%
27%
28%
30%
31%
35%
36%
37%
37%
44%
0% 40% 80%
Others
My favorite ceblerity represent that brand
Friends Recmmendation
Have antioxidant ingredients
Good for digestion
Nice packaging
My housband/family love that brand
Good for heart
Variety of package type ( pack, cup, bowl)
Add in vitamins and nutrition
Made from natural ingredients
Many people use this brand
Frequently have good sales and promotion
Popular Brand
Low level of cholesterol
Good price
Total
N = 826

28. 27
BIMOLI/ FILMA = BRAND POPULARITY + PRICING
What are the reasons for choosing that brand?
1%
7%
22%
22%
23%
25%
26%
27%
28%
30%
31%
35%
36%
37%
37%
44%
0% 50% 100%
Others
My favorite ceblerity represent that brand
Friends Recmmendation
Have antioxidant ingredients
Good for digestion
Nice packaging
My housband/family love that brand
Good for heart
Variety of package type ( pack, cup, bowl)
Add in vitamins and nutrition
Made from natural ingredients
Many people use this brand
Frequently have good sales and promotion
Popular Brand
Low level of cholesterol
Good price
Total
0%
6%
22%
22%
22%
26%
29%
25%
29%
30%
32%
39%
30%
45%
36%
42%
0% 50% 100%
Bimoli
N = 826 N = 306 N = 78
1%
6%
18%
19%
22%
29%
31%
29%
33%
28%
33%
28%
36%
38%
37%
38%
0% 50% 100%
Filma

29. 28
TROPICAL/ SUNCO= PRICING + CHOLESTEROL LEVEL
What are the reasons for choosing that brand?
1%
7%
22%
22%
23%
25%
26%
27%
28%
30%
31%
35%
36%
37%
37%
44%
0% 50% 100%
Others
My favorite ceblerity represent that brand
Friends Recmmendation
Have antioxidant ingredients
Good for digestion
Nice packaging
My housband/family love that brand
Good for heart
Variety of package type ( pack, cup, bowl)
Add in vitamins and nutrition
Made from natural ingredients
Many people use this brand
Frequently have good sales and promotion
Popular Brand
Low level of cholesterol
Good price
Total
N = 826
3%
13%
30%
26%
28%
23%
26%
33%
20%
40%
38%
30%
34%
33%
46%
41%
0% 50% 100%
Sunco
0%
5%
23%
23%
27%
27%
19%
34%
35%
33%
33%
39%
38%
36%
46%
46%
0% 50% 100%
Tropical
N = 149 N = 90

30. 29
SANIA/ FORTUNE/ KUNCI MAS = PRICING + FREQUENCY OF PROMOTION
1%
7%
22%
22%
23%
25%
26%
27%
28%
30%
31%
35%
36%
37%
37%
44%
0% 50% 100%
Others
My favorite ceblerity represent that brand
Friends Recmmendation
Have antioxidant ingredients
Good for digestion
Nice packaging
My housband/family love that brand
Good for heart
Variety of package type ( pack, cup, bowl)
Add in vitamins and nutrition
Made from natural ingredients
Many people use this brand
Frequently have good sales and promotion
Popular Brand
Low level of cholesterol
Good price
Total
0%
5%
15%
14%
10%
14%
17%
17%
19%
22%
22%
32%
42%
15%
29%
47%
0% 50% 100%
Fortune
2%
4%
24%
25%
20%
22%
29%
20%
27%
20%
25%
25%
45%
29%
22%
39%
0% 50% 100%
Kunci Mas
What are the reasons for choosing that brand?
N = 82 N = 59 N = 51N = 826
0%
9%
18%
23%
27%
26%
29%
28%
23%
29%
26%
34%
48%
37%
34%
54%
0% 50% 100%
Sania

31. 30
91% ARE SATISFIED WITH THEIR CURRENT COOKING OIL BRAND
Overall, How do you feel about your current cooking oil brand?
2%
9% 6% 6% 3%
10%
12% 18%
22%
54%
44%
55% 62%
55%
55% 49%
58%
37%
50%
39%
35% 35%
31% 33%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sunco Bimoli Tropical Sania Kunci Mas Filma Fortune
Very satisfied
Satisfied
Neutral
Dissatisfied
N = 826 N = 306N = 90 N = 149 N = 82 N = 51 N = 59N = 78
Weighted
Average
Score
4.334.28 4.44 4.32 4.26
• 5 = Very satisfied; 4 = Satisfied; 3 = Neutral; 2 = Dissatisfied; 1 = Very dissatisfied
4.16 4.15 3.98

32. 31
24% ARE LOYAL WITH THEIR CURRENT COOKING OIL BRAND
What is your usage intention toward your current cooking oil?
1%
9% 6%
8% 8%
12%
22%
12% 11%
37%
29%
37% 42%
38%
33%
46%
51%
30%
29%
29%
35% 32% 25%
31%
27%
24%
35%
26%
15% 18% 20%
12% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bimoli Sunco Tropical Filma Kunci Mas Fortune Sania
I will use that
cooking oil brand
only
I will prioritize to
use that brand
I will continue to
use that brand, but I
will try other brands
in future
I will use this brand
in parallel with other
brand
I will switch to other
cooking oil brand
N = 826 N = 90N = 306 N = 149 N = 78 N = 51 N = 82N = 59
Weighted
Average
Score
3.703.69 3.94 3.58 3.56
• 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
3.43 3.42 3.38
Bimoli owns the highest top box of loyalty ratio (35%)

33. 32
72% WILL RECOMMEND THEIR CURRENT COOKING OIL BRAND TO OTHES
What is your ability to recommend your current brand to others?
1% 2% 2% 1%1% 2% 3%
2% 3%
25%
21% 17%
24% 28%
32%
39% 42%
35%
33% 39%
39%
40%
47% 27%
28%
37%
46%
42%
34% 32%
19%
29%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bimoli Sunco Tropical Sania Fortune Kunci Mas Filma
I will recommend
definitely
I will recommend
I may
recommend
I will not
recommend
I will not
recommend
definitely
N = 826 N = 90N = 306 N = 149 N = 82 N = 59 N = 78N = 51
Weighted
Average
Score
4.214.07 4.24 4.05 4.04
• 5 = Will recommend definitely; 4 = Will recommend; 3 = I may recommend; 2 = I will not recommend; 1 = I will not recommend definitely
3.81 3.80 3.74

34. 33
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

35. 34
• 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
FEEL FREE TO DROP US ANY QUESTION

36. 35