Talkshow with Matthew Ardian, Fore Coffee CMO

Summary

The video discusses Indonesia's growing coffee industry, highlighting its position as the second-largest coffee producer in Asia and Oceania. With increasing consumption and an expanding coffee shop market, Indonesia's coffee culture is gaining global attention. Matthew Aran, CMO of For Coffee, shares insights on the local coffee scene, the competition, and the country's potential for global expansion. The conversation touches on the importance of quality, sustainability, and innovation in positioning Indonesian coffee internationally, especially in markets like Singapore. The future of Indonesian coffee looks bright, with opportunities for both local players and global recognition.

Takeaways

• 😀 Indonesia is the second-largest coffee producer in Asia and Oceania, after Vietnam, with coffee production continuing to increase.
• 😀 By 2023, Indonesia was expected to have 10,000 coffee shops, with revenues from the coffee shop business reaching 80 trillion rupia in 2022 and 2023.
• 😀 Coffee consumption in Indonesia grew by 44% between October 2008 and September 2019, indicating a strong demand for coffee.
• 😀 Southeast Asia, including Indonesia, saw rapid growth in modern coffee shops and specialty coffee chains, with a turnover of $3.4 billion USD in 2023.
• 😀 Indonesia and Thailand are the largest coffee markets in Southeast Asia, with a turnover of $947 million USD and $87 million USD, respectively.
• 😀 The global coffee industry is projected to grow by 2.2% in 2024, with a global consumption of 177 million bags of coffee.
• 😀 The coffee industry in Indonesia is highly competitive, with many local coffee chains emerging alongside international players.
• 😀 Indonesia has a high rate of coffee consumption, with 73% of the population drinking coffee regularly, and many drink it nearly every day.
• 😀 Local coffee brands in Indonesia, like For Coffee, are focusing on providing premium, affordable coffee while showcasing the quality of local beans.
• 😀 Singapore is an attractive market for Indonesian coffee brands, with a high per capita consumption of coffee and a strong appreciation for quality and innovation.
• 😀 To succeed globally, Indonesian coffee brands need to focus on quality, sustainability, and traceability, while adapting to local tastes and preferences.

Q & A

What is the current rank of Indonesia in global coffee production?

Indonesia is the second-largest coffee producer in Asia and Oceania, following Vietnam.

How much is the projected number of coffee shops in Indonesia by 2023?

It is estimated that the number of coffee shops in Indonesia could reach 10,000 by 2023.

What was the estimated revenue of Indonesia's coffee shop business in 2022?

The revenue from Indonesia's coffee shop business was estimated to reach 80 trillion rupia in 2022.

How much did coffee production increase in Indonesia in 2023?

In 2023, coffee production in Indonesia increased by 2.4%, reaching 12 million bags.

What is the growth rate of coffee consumption in Indonesia over the past 10 years?

Coffee consumption in Indonesia grew by 44% in the 10-year period between October 2008 and September 2019.

Which countries in Southeast Asia are seeing the fastest growth in coffee shops?

Indonesia and Thailand are the largest markets for modern coffee shops in Southeast Asia.

How does the per capita coffee consumption in Indonesia compare to other Southeast Asian countries?

Indonesia's per capita coffee consumption is 1.5 kilograms per year, which is lower than countries like Singapore, Thailand, and Malaysia.

What strategy does For Coffee use to compete in the growing coffee market in Indonesia?

For Coffee focuses on providing premium, affordable coffee and emphasizes quality, using local beans and innovative products.

Why did For Coffee choose Singapore as an expansion market?

For Coffee chose Singapore because its coffee market values quality and innovation, making it a suitable place to introduce Indonesian coffee culture.

What is the significance of sustainability and traceability in For Coffee’s brand positioning?

Sustainability and traceability are important to customers, especially in markets like Singapore, where consumers value the origin and quality of the coffee they purchase.