Heinz to conquer Indonesian food market
B2B
30.06.2023
Asia
Indonesia, an archipelago with a rich variety of cultures, landscapes, and traditions, has a diverse and flavorful culinary heritage. Its gastronomic culture includes a diversity of sauces and spices that create an assortment of tastes and aromas. In this culinary landscape, ABC Heinz stands out as a key player, projecting its influence into Indonesian kitchens. ABC Heinz with its vast variety of flavors managed to permeate into the selection of Indonesian flavors, bringing it to a new level of gastronomic experience.
The history of the iconic ABC Heinz brand has spanned more than a century. The brand was founded in 1869 by Henry J. Heinz in Pittsburgh, Pennsylvania. The company initially focused on producing horseradish, however, it was the introduction of the famous Heinz Tomato Ketchup in 1876 that brought the brand international fame. The brand's slogan, ‘57 Varieties’ became synonymous with abundance and quality. Over the years, Heinz expanded its product line to include a variety of condiments, sauces, and syrups, becoming an international staple.
The history of the iconic ABC Heinz brand has spanned more than a century. The brand was founded in 1869 by Henry J. Heinz in Pittsburgh, Pennsylvania. The company initially focused on producing horseradish, however, it was the introduction of the famous Heinz Tomato Ketchup in 1876 that brought the brand international fame. The brand's slogan, ‘57 Varieties’ became synonymous with abundance and quality. Over the years, Heinz expanded its product line to include a variety of condiments, sauces, and syrups, becoming an international staple.
Nasi Lemak served on banana dish
The study conducted by Omniki.survey revealed that ABC Heinz has become part of Indonesian diverse culture by deeply penetrating its market. To prove that Omniki.survey used the ‘top of mind’ methodology that serves as a strategic lens through which researchers delve into participants’ consciousness and uncover the first spontaneous thoughts that come to mind on a particular subject. This approach, employed in the context of ABC Heinz brand awareness amongst Indonesians, uncovered immediate associations and impressions respondents have without researchers’ interference in their thought process.
On the diverse Indonesian market, ABC Heinz found a perfect niche to fit into the variety of the country’s gastronomic experiences. Among its abundance of produce ABC Heinz sambal added a spicy twist to the local dishes, embedding into the nature of Indonesian intricate cuisine. Complementing this, the brand’s soy sauce became an indispensable supplement in Indonesian kitchens, embodying the essence of the country’s dishes. The range of ABC Heinz products on the market also extends to the production of sardines – a protein-rich staple that many Indonesians include in their daily cooking. As these products subtly incorporate into the country’s market, ABC Heinz finds itself among the leaders of gastronomic production in Indonesia.
On the diverse Indonesian market, ABC Heinz found a perfect niche to fit into the variety of the country’s gastronomic experiences. Among its abundance of produce ABC Heinz sambal added a spicy twist to the local dishes, embedding into the nature of Indonesian intricate cuisine. Complementing this, the brand’s soy sauce became an indispensable supplement in Indonesian kitchens, embodying the essence of the country’s dishes. The range of ABC Heinz products on the market also extends to the production of sardines – a protein-rich staple that many Indonesians include in their daily cooking. As these products subtly incorporate into the country’s market, ABC Heinz finds itself among the leaders of gastronomic production in Indonesia.
The study by Omniki.survey revealed that 85.8% of the respondents are well aware of the brand ABC Heinz. Just above 40% of the participants indicated ABC Heinz as their brand of choice in the ‘top of mind’ questionnaire. Among those, people assessed their financial situation as follows:
Interestingly, only 14.2% of Indonesians failed to name ABC Heinz when asked about the brand of sauces and condiments they use regularly and argued that they have never heard of the brand. In a similar fashion, their financial situation was assessed as follows:
Similarly, amongst the provinces people continue to choose ABC Heinz as their brand of choice.
- 33.3% of the respondents assess their economic condition above average
- 54.3% of the respondents assess their economic condition as middle
- 12.4% of the respondents assess their economic condition as low
Interestingly, only 14.2% of Indonesians failed to name ABC Heinz when asked about the brand of sauces and condiments they use regularly and argued that they have never heard of the brand. In a similar fashion, their financial situation was assessed as follows:
- 33.3% of the respondents assess their economic condition above average
- 58.4% of the respondents assess their economic condition as middle
- 8.3% of the respondents assess their economic condition as low
Similarly, amongst the provinces people continue to choose ABC Heinz as their brand of choice.
- In Jakarta 77.4% of Indonesians recognize ABC Heinz
- In West Java 79.3% of Indonesians recognize ABC Heinz
- In East Java 81.8% of Indonesians recognize ABC Heinz
With high brand awareness, ABC Heinz became synonymous with reliability and flavor in Indonesian households. With its consumer base amongst middle-class families, ABC Heinz carved itself a large niche in the Indonesian food market. Recognizing the importance of local flavors, the brand introduced staple products such as sambal, soy sauce, and sardines, which form the basis of the Indonesian diet.
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