MARKET INTELLIGENCE REPORT ON
INSTANT NOODLES INDUSTRY IN SHARP COMPETITION
June 2009
Production up 7.7%
In the past five years, the country’s instant noodle production has increased fast with growing demand. Many Indonesian sometimes take instant noodles for meal instead of rice. Instant noodles are cheaper than many other food products.
In 2004, the country’s instant noodle production reached 974,000 tons or around 12.9 billion packets. The production rose in the following year to 1 million tons (13.5 billion packets) and to 1.3 million tons (18 billion packets) in 2006.
The country’s production of instant noodles in 2007 grew around 6.7% to 1.4 million tons with sales at 19.2 billion packets. In 2008, the production grew further to 1.5 million tons.
A decline in the production of instant noodles for the lower market segment was caused by rising prices of basic material, wheat flour. Selling price hikes caused a decline in the sales of the product in lower segment of the market forcing some producers to stop producing instant noodles.
In 2009, the production is expected to increase with improved economic condition. The production is forcast to reach 1,880,892 tons in 2009.
PT. Indofood plans to issue bonds valued at Rp1 trillion this year. Part of the bond fund will be used to increase its production.
Supply of wheat flour
Wheat flour is the main basic material for instant noodles. Other basic materials include vegetable oils, salt, natrium polyphosphate, natrium carbonate, etc. The packaging is made from OPP (oriented polypropylene) film. Most of the basic materials are available locally.
In 2006, the country’s production of wheat flour totaled 3.68 million tons , and 20% or 736,000 tons of which were used to feed instant noodle industry. In 2007 wheat flour consumption for the industry totaled 786,000 tons. In 2008, the consumption fell to 731,000 tons.
Wheat flour is available in abundance in the country produced mainly by PT ISM Bogasari Flour Mill of the Indofood Group. Since 1998, there has been no regulation on wheat flour trade. The price of that commodity has been allowed to be dictated by the market scrapping the monopoly of the Salim Group through the Indofood Group. Other companies have been allowed to produce or import wheat flour .
With the cut in the import duty on wheat flour to 0%, imported products, which are sometimes cheaper in price, take part in the market competition. However, among four producers competing in the market, three are affiliated to the Salim Group. The three are PT ISM Bogasari, PT Berdikari Sari Utama Flour Mill, which was established in 1982 in Makassar and PT Sriboga Raturaya, which was established in 1998 in Semarang. The other one is PT. Pangan Inti Persa-da in Cilacap.
There are three types of wheat flour produced in Indonesia -- wheat flour with protein content of 10.5% - 12%, wheat flour with protein content of 9% - 10.5% and onw with protein content of 7% - 9%. The one with protein content of 10.5% - 12%, is generally used as feedstock for bread and snack food. The one with protein content of 9%-10.5% is used for instant noodles, and the with protein content of 7% - 9%, is used for cake products.
Indofood Group through Bogasari produces different types of wheat flour with different protein contents for different market segments. Wheat flour produced by Bogasari is sold with more than 20 brands such as Segitiga Biru, Gunung Bromo and Cakra Kembar/Kereta Kencana, which contribute 30% to wheat flour total sales by Indofood each.
The wheat flour production capacity of Bogasari rose to 3.8 million tons in 2008 from 3.1 million tons per year. Its wheat is imported entirely from Australia, Canada, India and the United States. Most of the wheat flour is used as feedstock for wet noodles, instant noodles and bread. A smaller part is used to feed biscuit and snack industries and for households.
Consumer industries including instant noodle industry account for around 35,% of the total sales of wheat flour by the Indofood Group, small and medium industries for 64% and modern market outlets for 1%.
Bogasari supplies all wheat flour needed by Indofood to produce instant noodles . In 2006, Bogasari contributed around Rp9 trillion or 33% to the total sales of the Indofood Group. Bogasari’s sales have continued to rise to reach 2.5 million tons valued at Rp 11.6 trillion in 2007 and to 4.2 million tons or around Rp15.1 trillion in 2008. The increase was partly attributable to rise in the prices of wheat grains in the world market. Bogasari contributed around 38.9% to the total sales of Rp38.8 trillion recorded by the Indofood Group in 2008.
Other basic materials such as vegetable oils, salt, sodium carbonate, sodium phosphates, potassium carbonates, are partly still imported . Vegetable oil , for exmaple, is supplied by large cooking oil producers including the subsidiaries of the Salim Group PT Bimoli and PT Sayang Heulang.
Packaging material for instan noodles, BOPP film, is also supplied locally especially by affiliate company PT Argha Karya Prima Sentosa (Arkaprin) which is a leading propducer of plastic film in the country and other affiliates like PT Fatrapolyndo Nusa Industri.
Marketing aspect