As the overall economy grew between 6,2% and 6,5% per year since 2010, the rising personal incomes are lifting millions of Indonesians into the middle class every year, and FMCGs, which include groceries, pharmaceuticals, toiletries and household care products, are among the first items they spend more money on. The spread of retail outlets throughout the country, like modern supermarkets, convenience stores, and pharmacies, increases options for FMCG sales into regions so far served mainly by traditional markets. Increased connectivity between Islands and the available service for online shopping are also helping regional centres narrow the development gap with the capital. Urbanization also tends to promote new lifestyles, creating demand for products consumers may previously have considered unnecessary.
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