30.06.2023

Indonesia, an archipelago with a rich variety of cultures, landscapes, and traditions, has a diverse and flavourful 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 to 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 study conducted by Omniki.Survey revealed that ABC Heinz has become part of Indonesian diverse culture by deeply penetrating its market. To demonstrate this, Omniki.Survey applied the “top-of-mind” methodology, a strategic tool that allows researchers to explore participants’ spontaneous associations — the very first thoughts that arise when a specific topic or brand is mentioned. Applied to ABC Heinz’s brand awareness among Indonesians, this approach uncovered genuine and unprompted perceptions of the brand, free from external influence.

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:

• 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 recognise ABC Heinz
• In West Java 79.3% of Indonesians recognise ABC Heinz
• In East Java 81.8% of Indonesians recognise ABC Heinz

With high brand awareness, ABC Heinz became synonymous with reliability and flavour in Indonesian households. With its consumer base amongst middle-class families, ABC Heinz carved itself a large niche in the Indonesian food market. Recognising 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.

Identifying people’s concerns is part of a decision-making process for the governmental authorities on all levels — national, regional, and local. Omniki.Survey uses a river-sampling method for data collection from unbiased respondents, screening out quick fills and illogical answers to ensure that the data gathered is reliable and robust.

Using the best practices of sociological science Omniki.Survey delivers the basic facts and helps both governmental authorities and companies gain the necessary insight for positive change to happen.