Attracted by the promising prospects of Indonesia's domestic consumption (with per capita GDP rising strongly), a total of about 100 foreign franchises will enter the Indonesian market in 2013. The most popular investment destination of these franchises is Indonesia's culinary sector. The majority of franchises originate from the United States. Others include those from South Korea, Japan, Australia and Europe. In 2013 so far, more than 170 foreign franchises received approval from the government.

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According to a Bank Indonesia report that was released on Monday (19/08), consumer confidence in Indonesia has weakened after the government decided to raise prices of subsidized fuels in June 2013. The country's consumer confidence index fell 8.7 points to 108¹ in July from 117 points in June. Higher fuel prices led to higher transportation costs that subsequently made many retailers increase prices of products, thus impacting on Indonesian households' purchasing power. In July, the annual inflation rate accelerated to 8.61 percent.

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President of Indonesia, Susilo Bambang Yudhoyono, mentioned in his speech ahead of the Independence Day that Indonesia's per capita GDP is expected to rise to USD $5,000 by 2014. An increasing per capita GDP triggers domestic consumption among Indonesia's rapidly expanding middle class segment and thus forms a catalyst for economic activity in the country. As can be seen in the table below, Indonesia's per capita GDP grew steadily between 2006 and 2012. In 2010, it hit the important level of USD $3,000.

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Data from Indonesia´s central bank, Bank Indonesia, indicate that Indonesia´s retail sales grew 14.8 percent in June 2013 compared to the same month last year. The growth was higher than expected. Previously, a survey among Indonesian retailers showed that a growth rate of 10.8 percent was expected in June. In May 2013, retail sales had climbed about 12 percent (YoY). As such, these numbers are evidence of growing domestic consumption led by the country´s rapidly expanding middle class.

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According to research conducted by Nielsen Indonesia, Indonesia's middle class is the world's most optimistic middle class segment in the second quarter of 2013. Indonesia leads the Nielsen Global Survey of Consumer Confidence and Spending Intentions index with 124 points, followed by the Philippines (121 points) and India (118 points). The average global consumer index stands at 94 points. It is interesting to note that Asian countries top the index. The emerging Asia Pacific region is far above the 94-points average with 105 points.

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Electronic City Indonesia (ECI), a leading electronics retailer in Indonesia, plans to conduct an initial public offering (IPO) on the Indonesia Stock Exchange (IDX) in June 2013. According to the company's website, Electronic City is Indonesia's first modern electronic convenience store, specialized in selling electronic products for Indonesia's middle class and elite. Through the IPO, the company hopes to raise about USD $150 million which will be used for capital expenditure.

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Indocement Tunggal Prakarsa is the second largest cement producer of Indonesia in terms of market share. Its operations are spread across factories in West Java and South Kalimantan, comprising a total of 12 plants. At end 2012, Indocement’s total installed design capacity was 18.6 million tons of cement per year. Indocement offers a diversified range of cement products which are sold under the “Tiga Roda” brand. Indonesia's cement sector has shown a steep increase in domestic cement production and consumption.

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Indonesia's largest company by market capitalization is still HM Sampoerna, the country's largest tobacco company. The company has been the top company in Indonesia since March 2013 when it replaced Astra International, Indonesia's largest diversified conglomerate, on the top spot. Astra had been Indonesia's largest company since 2010. Currently, the third-largest company in terms of market capitalization is Unilever Indonesia. Unilever, which is Indonesia’s largest consumer goods producer, jumped four places in the ranking since late 2012.

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Starting from 1 September 2013, the minimum down payment for the purchase of a second house or apartment (bigger than 70 m²) in Indonesia will be raised to 40 percent. Indonesia's central bank (Bank Indonesia) implements this new rule to avoid a possible credit bubble in Indonesia's property sector. The country's property sector has been booming in recent years, giving rise to many new property projects, soaring profits for property companies (as well as impressive stock performance) and significantly rising property prices.

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Although the United States continues its traditional focus on direct investments in developed countries, primarily in Western Europe, there has been a significant rise in US investments in Indonesia in recent years. Whereas US investments in the developed economies of Western Europe is mostly found in the financial sector and through holding companies, in developing Asia, the US is more focused on the manufacturing sector due to lower production costs. In the last two years, the US emerged as the second-largest investor in Indonesia after Japan.

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One of the sectors that showed exceptional growth in 2012 was Indonesia's property market. On average, net profit of companies engaged in Indonesia's property sector grew 68 percent during the full year. Of the 45 property companies that are listed on the Indonesia Stock Exchange (IDX), 26 posted net profit growth that exceeded 50 percent. But the success story did not end there. In the first quarter of 2013, the property sectoral index of the IDX continued its fast pace by rising over 41 percent.

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It is no secret that Indonesia's economy has been booming in recent years and is appearing more and more on the radars of foreign investors. In the 2000s it was the commodities sector that brought much profit for Indonesian companies that were engaged in the extraction of natural resources such as coal, palm oil, and rubber. The outbreak of the global financial crisis in the late 2000s, however, ended the commodities boom abruptly, while other sectors came to the fore as Indonesia's new gold mines.

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In my previous column, I outlined the emergence of a new and promising class of Indonesian consumers that is most likely to bring a positive effect on the country's economic growth in the years ahead. I also pointed out that the level of prosperity of a population is an influential factor towards the state (and future) of democracy in a country: the wealthier a population becomes in terms of per capita GDP, the longer the life expectancy of its democracy will be.

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A fresh breeze is blowing on the face of the Indonesian economy. One that is characterized by the projected growth of a new class of Indonesian consumers that seems promising in the years ahead. This new consumer force certainly brings a positive effect on Indonesia's economic growth as domestic consumption has always been a pillar of economic support for the country. Agung Budiono, analyst at Jakarta-based Pol-Tracking Institute, takes a closer look at the topic.

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Within a timespan of a few years only, Matahari Department Store has shown impressive growth. Its market capitalization increased from IDR 146 billion (US $15 million) in late 2008 to a current IDR 31.95 trillion (US $3.28 billion). The company, which sells fashion apparel, accessories and beauty products, is now the largest company in Indonesia's retail sector, outperforming other giant retailers, such as Alfa Supermarket or Hero Supermarket.

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Despite the fact that Indonesia reported the world's third-highest GDP growth in 2012 (behind China's 7.4 percent and Saudi Arabia's 7.1 percent), supported by rising consumption by a burgeoning middle class and significant increased foreign direct investment, the country's performance in terms of competitiveness is disappointing. It is cheaper to import products from countries that contain competitive businesses than to produce them in Indonesia.

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The number of air passengers in Indonesia has increased significantly during the last decade, and turned the country in one of the fastest-growing air travel industries worldwide. Blessed with robust macro economic growth and a subsequent burgeoning middle class, Indonesians are increasingly using airplanes as means of transportation. It is estimated that in 2012 about 72.5 million people used air transport in Indonesia, a ten percent year-on-year increase.

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