COMPETITIVE LANDSCAPE
Nippon Indosari Corp PT maintains leadership of fragmented competitive landscape
In 2025, Nippon Indosari Corp PT firmly maintained its leadership of the fragmented competitive landscape, underpinned by its extensive network of factories and robust distribution channels. Through both modern and traditional retail avenues, the company ensured its flagship brand, Sari Roti, remained ubiquitously available across the nation.
Lotte’s dynamic growth driven by rising popularity of its Choco Pie
Lotte Indonesia PT recorded the most dynamic growth in 2025, largely propelled by the surging popularity of its flagship product, Choco Pie. Indonesian consumers increasingly gravitated towards soft cakes, valuing their convenience, lightweight nature, and shareability.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Indonesia?
- Which are the leading brands in Baked Goods in Indonesia?
- How are products distributed in Baked Goods in Indonesia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Indonesia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Indonesia - Category analysis
KEY DATA FINDINGS
Convenience, digital reach, and affordability drive Indonesian baked goods
Baked goods remains resilient amidst economic challenges in Indonesia
Convenience and affordability drive dynamic growth of packaged cakes
Positive outlook driven by rise in urbanisation and disposable incomes
Health and wellness trend to increasingly influence product development
Convenience store expansion to help drive demand with innovative baked goods
Nippon Indosari Corp PT maintains leadership of fragmented competitive landscape
Lotte’s dynamic growth driven by rising popularity of its Choco Pie
Specialists drive distribution with fresh baked goods and artisanal offerings
E-commerce well-suited to distributing packaged baked goods
Staple Foods in Indonesia - Industry Overview
Navigating economic headwinds: Key trends in Indonesian staple foods
KEY DATA FINDINGS
Consumers of staple foods navigate ongoing price pressures
Digital-first approach to marketing convenient meal solutions
Innovation emerges as crucial point of differentiation to drive growth
Health trends influence purchasing decisions and product development
Economic recovery and rising urbanisation to drive future growth of staple foods
Demand for functional staple foods to be driven by health trends
Indonesians to be increasingly influence by social media trends
Indofood Sukses Makmur Tbk PT retains lead of highly fragmented landscape
Lotte drives dynamic growth through expanding distribution and product innovation
Established store network ensures dominance of small local grocers
Convenience of rapid delivery services drives e-commerce growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baked Goods research and analysis database.
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