Indonesia WF & Rice Market Landscape Study

TechnoServe Public Solicitation: Indonesia WF & Rice Market Landscape Study Reference Number: RQ11067 Region: USA & Global | Performance Location: USA & Global Published Date: Oct 14, 2026 | Due Date: Nov 08, 2026 Notice Type: Request for Proposals Selection Criteria: - Technical Proposal (40 pts) - Financial Proposal (30 pts) - Track Record and Industry Network (30 pts) Project Background: Millers for Nutrition (M4N) is a global initiative led by TechnoServe, working in partnership with millers, staple food processors, industry associations, and strategic fortification partners to strengthen large-scale food fortification across staple foods such as rice, wheat flour, and edible oil. The initiative focuses on improving the availability, quality, and sustainability of fortified staple foods by providing technical assistance, market development support, and linkages to high-quality inputs and markets. In Indonesia, M4N is supporting efforts to expand commercial (open market) availability of fortified rice, particularly through modern trade channels and institutional buyers like large boarding schools. TechnoServe, through Millers for Nutrition, invites proposals from qualified Indonesian research agencies to undertake a market study on wheat flour and rice in Indonesia. To inform this research, the commissioned agency will be provided with background reference materials to inform its base knowledge. Non-Disclosure Requirement: All background studies provided by TechnoServe are strictly for internal grounding. The agency is strictly prohibited from quoting, citing, or disclosing internal report contents in any public or external deliverables. Scope of Work: The selected consultants will be responsible for developing a market landscape report on wheat flour and rice in Indonesia, based on the following core research questions: 1.1. Wheat Flour 1.1.1. Wheat Flour Regulatory Landscape & Fortification Mandates Review the implementation and audit mechanisms of wheat flour quality and fortification standards. Identify the primary import origins, key suppliers, and supply chain bottlenecks for fortificant premixes used by Indonesian flour mills. Provide an annual average amount of premix imported. If possible, provide the estimated market share of each supplier. 1.1.2. Wheat Flour Market Sizing & Industry Consolidation Profile the top 10 wheat flour producers (e.g., Bogasari, Bungasari, Cerestar, Pundi Kencana, Eastern Pearl) detailing their annual sales volumes and B2B/B2C market shares. Identify top 15 commercial B2C brands (e.g., Segitiga Biru, Lencana Merah, Cakra Kembar, Sania) and their market coverage. Investigate the prevalence of unbranded or white-label 25 kg flour sacks supplied to MSMEs and bakeries, evaluating whether mandatory fortification claims and labeling details are maintained at this level. 1.1.3. Wheat Flour End-User Demand Distribution Determine the percentage share and volume distribution of total wheat flour consumption across primary end-user segments, including but not limited to: Large & Medium Food Processing Industry, Households (B2C direct retail), Commercial Bakeries, HORECA (Hotels, Restaurants, Catering), Eateries & Street Food (wet noodles, traditional cakes, fried snacks). Provide the break up of volume distributed through various channels - Traditional General Trade (GT), Modern Retail/ Modern Trade (MT), E commerce Within MT and E commerce, find out the prevalence of Private Label in absolute volume (in Metric Tonnes) as well as in terms of % of total sales 1.2. Rice 1.2.1. Rice Regulatory Landscape & Government Interventions Evaluate the implementation and market impact of the Highest Retail Price (HET) framework across zones, as well as government purchase prices (HPP) for unhusked paddy (GKP/GKG). Include a paddy to rice costing analysis based on the minimum procurement price set by the government (IDR 6,500/kg as of September 2026) as well as the current prevailing price of paddy in the field; compare it with HET. Analyze BULOG's mandated role in rice market stabilization under the SPHP (Stabilisasi Pasokan dan Harga Pangan) program, buffer stock management, and import allocations. Detail import quotas, HS code classifications, and trade barriers, distinguishing BULOG's exclusive mandate for staple rice imports versus private sector import allowances for specialty/exotic rice. Map official quality definitions differentiating Premium, Medium, and Sub-medium rice as estimated volumes in the market under each category. 1.2.2. Rice Milling Infrastructure & Industry Profiling Map national paddy milling dynamics across small-scale ( 3 tons/hr) mills, estimating total volume handled by each tier, how much market share is occupied by each tier – both in Modern Trade and Traditional Markets, and how much paddy is absorbed by each tier. Profile the top 10 B2B rice suppliers and millers, detailing their annual processing capacity, supply volumes, and B2B market shares. Identify the top 10 commercial B2C rice brands, their suppliers, sales volumes, and their respective market shares across traditional and modern trade. 1.2.3. Rice Supply Chain & Distribution Mechanics Detail supply chain mechanics from farm-gate (GKP unhusked paddy) through village collectors/agents, commercial mills, and BULOG procurement nodes. Map downstream distribution pathways from mills and bulk distributors to central traditional markets, modern trade (supermarkets/minimarkets), e-commerce, and direct institutional sales. Quantify the Rice sold in consumer packaged form across Modern Retail, Traditional General Trade and Ecommerce Quantify the volume of Private Label within Modern Retail and Ecommerce 1.2.4 Rice Fortification Landscape Map current commercial and public sector adoption of rice fortification techniques, specifically extruded fortified kernel blending (e.g., 1:100 premix-to-rice ratios). Biofortification is outside the scope of this market landscape. Identify key fortified and/or enriched rice products currently in circulation. Indicate micronutrient contents (SNI or non-SNI), distribution channels, volume estimates, and retail price points relative to standard medium/premium rice. Note that fortified rice/beras fortifikasi contains 5 micronutrients and bears the SNI logo. Enriched rice/beras diperkaya is fortified rice outside of the SNI requirement. 1.2.5 Rice End-User Demand Distribution Determine the percentage share and volume distribution of total rice consumption across four main end-user categories: households (direct B2C consumption, HORECA (Hotels, Restaurants, Catering), street food/small eateries, and B2B food processing industry. Determine the percentage share and volume distribution of fortified or enriched rice across B2B and B2C/household use. 1.2.6 Additional - Rice List active major social assistance/social safety net programs involving rice – both through grain distribution and/or utilizing rice to prepare cooked food – at provincial and national level e.g. Makan Bergizi Gratis (national), Bansos Beras (national), or Pangan Bersubsidi (Provinsi Jakarta). Include the mechanism, distribution channels, estimated beneficiaries, and quantity of rice used in these programs. Required Deliverables: A Consolidated Report on Wheat Flour and Rice Market Landscape in Indonesia Presentation Slides based on the report Key informant contact information and database. All materials are to be provided in English.