COMPETITIVE LANDSCAPE
Nestlé maintains leadership through new launches and marketing initiatives
Nestlé Indonesia maintained its leadership of breakfast cereals in 2025, with its flagship brand, Koko Krunch, continuing to lead sales. The brand's enduring popularity is underpinned by a strong emotional connection, particularly among parents who grew up with Koko Krunch and now chose it for their own children.
Simba’s strong growth driven by high-profile campaigns and collaborations
Second-ranked Simba Indosnack Makmur PT recorded a particularly dynamic performance in 2025, propelled by a series of bold and highly visible campaigns. The brand’s strategy focused on building excitement and awareness among new consumers through both online and offline channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals in Indonesia?
- Which are the leading brands in Breakfast Cereals in Indonesia?
- How are products distributed in Breakfast Cereals 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 Breakfast Cereals?
- 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?
Breakfast Cereals in Indonesia - Category analysis
KEY DATA FINDINGS
A growth story driven by health, convenience, and digital innovation
Rising urbanisation and westernisation drive sales of breakfast cereals
Focus on health and wellness supports dynamic growth of muesli and granola
Urbanisation and demand for convenience will drive future growth of breakfast cereals
Health trend and regulations to influence demand and product development
Increasing focus on innovative product development as point of differentiation
Nestlé maintains leadership through new launches and marketing initiatives
Simba’s strong growth driven by high-profile campaigns and collaborations
Supermarkets and convenience stores appeal to urban consumers with strong availability and access
Convenience and product discovery drive dynamic performance of e-commerce
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:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
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 Breakfast Cereals research and analysis database.
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