This article originally appeared in The Jakarta Post.

In the world of consumer products, all eyes are on Indonesia. If the country can manage inflation and political instability, reduce regulatory complexity, increase labor market flexibility and improve infrastructure, it could become the globe’s next big prize. Over the next 15 years, Indonesia will gain 80 million new consumers, according to Euromonitor, accounting for 40 percent of the new consumers in ASEAN over that period.

Faced with such a potentially huge market, no multinational corporation (MNC) consumer products firms with global ambitions can afford to ignore Indonesia. Some local companies are proving formidable competitors as they invest heavily to reinforce their positions at home while expanding internationally.

Despite the vast potential and importance for global and domestic companies alike, catching the Indonesia growth wave isn’t a sure thing. Consumer goods companies that come out ahead will be those that understand the uniqueness of Indonesia’s consumer goods landscape and shopper behavior.

Read the full article at The Jakarta Post