IndonesiaIndonesia’s Consumer Landscape: Tradition Meets Modernity

Rudolf Tjandra () and Amalia E. Maulana ()
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Rudolf Tjandra: Kalbe Group
Amalia E. Maulana: BINUS University

Chapter Chapter 3 in Navigating ASEAN, 2025, pp 21-31 from Springer

Abstract: Abstract As the largest consumer market in Southeast Asia, IndonesiaIndonesia plays a pivotal role within ASEANASEAN’s economic ecosystem. Its population nearing 300 million makes it the region’s most populous nation, contributing significantly to ASEAN’s collective GDP of over $3 trillion. Indonesia’s rising middle classmiddle class, projected to surpass 90 million by 2030, mirrors trends seen across ASEAN, where growing affluence drives consumer spending. This shared growth trajectory underscores Indonesia’s importance as a hub for regional FMCG strategies.

Date: 2025
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DOI: 10.1007/978-981-96-9701-4_3

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