According to a survey compiled by market research firm INTAGE and others, many Indonesian Muslims are highly wary of food products from East Asia. This stems from their sensitivity regarding whether products are "halal," meaning they comply with Islamic law. NNA, which distributes economic information on Asia, reported that Japanese companies operating locally must be mindful of religious customs.
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When asked which regions of origin for imported foods are most trusted as halal, Southeast Asia ranked highest (66%), followed by the Middle East (62%). By country, Saudi Arabia topped the list at 60%, followed by Malaysia (51%), indicating deep-rooted trust in Islamic nations.
Conversely, China was the most doubted region for halal compliance at 94%, followed by Japan at 69% and South Korea at 65%, indicating strong skepticism toward products from these three East Asian countries.
When asked whether food, beverages, cosmetics, and pharmaceuticals "need to be halal," high percentages cited halal requirements for meat (72%) and processed foods (54%). Conversely, less than 30% cited halal requirements for dairy products, seasonings, and bread, while less than 20% cited requirements for confectionery items like biscuits, cookies, candy, and chocolate.
Regarding the high interest in meat and processed foods, Dewi Narizki, a researcher at DEKA Marketing Research who handled the survey, stated, "Indonesian consumers first pay attention to whether pork is used in food. They are less wary of confectionery, which is perceived as using fewer animal-based ingredients or raw materials."
Meanwhile, consumer attitudes toward cosmetics are also beginning to shift, partly due to the emergence of halal cosmetics in the market several years ago. However, local Muslims appear more religiously tolerant compared to those in Malaysia or the Middle East, and consumers insisting on halal cosmetics and pharmaceuticals seem limited. Regarding pharmaceuticals and vitamin supplements, 37% of respondents felt halal certification was necessary, while for cosmetics and personal care products, the figure was 33%. By product category, similar to food, only 36% felt oral medications needed halal certification, and just 12% felt the same for mouthwashes.
For Japanese companies aiming to expand sales channels into Islamic markets, it is crucial to raise product awareness while developing sales strategies tailored to the needs of the growing local upper-middle class.
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Imported foods sold at a supermarket in Jakarta (Photo by NNA) |
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