AMMAN, Oct. 22 (Petra) -- Jordan has opportunities to expand its exports to Indonesia, particularly in dates, chocolate, biscuits, tahini and sesame products, according to a market-entry study that found Indonesian imports across seven priority export categories reached $359.4 million in 2024.

The study, prepared by Export House in partnership with the Ministry of Industry, Trade and Supply, identified existing Jordanian export capabilities in several of these categories. Jordan’s exports to global markets included $71.9 million in dates, $48.2 million in chocolate and biscuits, and $36.1 million in tahini and sesame products. Exports of sauces, spices and food preparations totaled approximately $3 million.

Jordanian Medjool dates were highlighted as a potential opportunity in Indonesia, which imported $79.7 million worth of dates in 2024. However, Jordan’s date exports to Indonesia amounted to just $57,200 that year, compared with $206,600 in 2023.

The study recommends focusing on premium Jordanian Medjool dates, highlighting their origin and quality grades, and targeting specialized importers. It also advises exporters to complete certification and registration requirements before shipping and arrange for products to be available in retail outlets four to five months before the Ramadan purchasing season.

Jordan’s global exports of chocolate and biscuits reached $48.2 million, while Indonesia imported $114.7 million worth of these products in 2024, an increase of 8.9%.

Jordan also exported $36.1 million worth of tahini and sesame products to international markets. Indonesia’s imports in this category reached $21.4 million in 2024, up 15.6%.

In sauces, spices and food preparations, Indonesia’s imports totaled $105.4 million in 2024, representing growth of 12.8%, compared with Jordanian global exports of around $3 million. The figures indicate scope for Jordan to develop its exports in these categories.

Competition is stronger in other product segments. Italy and Spain together account for around 91% of Indonesia’s olive oil imports, while China holds an 86% share of the Indonesian market for tomato preparations.

The study found that Jordan’s presence in Indonesia’s food and agricultural products market remains limited. Imports from Jordan across these categories amounted to less than $960,000 in 2024, compared with total Indonesian imports of $28.4 billion in food and agricultural products. The study reported Jordan’s market share at 0.003%.

Indonesia’s total merchandise imports reached $235.1 billion in 2024, an increase of 5.4% compared with 2023. Imports of food and agricultural products rose by 6.4%.

According to the study, entering the Indonesian market requires more than identifying demand. Exporters must also meet certification and registration requirements and remain competitive on price. The priority product categories are subject to a basic customs duty of 5%.

Halal certification and registration with Indonesia’s food and drug regulatory authority are key requirements before products can reach retail outlets. At the time the study was prepared, two Jordanian halal certification bodies, HCP and the International Halal Centre T&Q, were awaiting assessment by the Indonesian authority.

The study estimated that compliance procedures before a product can be introduced to the market take around 77 working days, including halal certification and product registration. Product testing arranged by importers may take an additional week to several months.

Choosing an Indonesian importer also requires careful consideration. Product registration with the Indonesian authority is held in the importer’s name, and transferring registration to another importer can take between two and four months. The study therefore identifies the selection of a local partner as an important step in entering the market.

It recommends a phased approach, starting with the selection of three to five specialised importers, followed by completion of halal certification and technical documentation, submission of samples for testing, and product registration. The aim is to arrange a trial shipment within the first six months before negotiating long-term supply agreements.

For pharmaceuticals, the study recommends prioritising partnerships, licensing agreements and contract manufacturing with licensed Indonesian companies rather than direct exports. Indonesia’s imports of medicines under the customs classification examined in the study reached $580.7 million.

The study concludes that expanding Jordanian exports to Indonesia will depend on completing certification and registration procedures, establishing relationships with local importers, and focusing on products for which Jordan has an established export base and production experience, particularly dates and specialised food products. These measures could help translate market demand into export contracts.

Earlier this month, Export House, in partnership with the Ministry of Industry, Trade and Supply, presented the findings of market-entry studies covering five potential export markets: Indonesia, Tanzania, Uzbekistan, Kenya and Malaysia.

The studies estimated the combined addressable market across the five countries at approximately $2.5 billion, pointing to opportunities for Jordanian exporters to expand their international presence. Jordanian factories already export to global markets with demanding competitive requirements, providing a basis for exploring opportunities in these destinations.

//Petra// WH