Indonesia's 'consuming class' grows

International brands should take note of evolving consumer trends in Indonesia, consultancy McKinsey has advised, and recognise that the country's growing consuming class is driving growth in e-commerce and product categories.

In its second survey of more than 5,500 consumers across 44 cities and rural areas, McKinsey identified 70m Indonesians as a "consuming class" who are optimistic about their future and increasingly sophisticated about their spending choices.

As they include 15m rural people who live near large urban areas and have adopted similar attitudes as city-dwellers, McKinsey advised brands not to neglect them.

The exponential growth of the country's young urban population is another key factor for brands seeking to expand in the developing market http://www.warc.com/LatestNews/News/EmailNews.news?ID=32472&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20140120