COMPETITIVE LANDSCAPE
Santos Jaya Abadi leads through brand building and consumer engagement
Santos Jaya Abadi PT maintained its position as Indonesia's leading coffee company in 2025 in retail value terms, underpinned by a robust portfolio anchored by the Kapal Api, and ABC Susu brands both within standard fresh ground coffee. It also has the Good Day and Kapal Api brands in instant coffee mixes and Excelso in fresh coffee beans.
Mayora Indah achieves strongest volume growth via promotions and partnerships
Wings Food PT was the most dynamic company overall in coffee in retail value terms in 2025, with its TOP Coffee brand performing particularly well in its only category, standard fresh ground coffee, due to its strong distribution network. Meanwhile, Mayora Indah Tbk PT registered the strongest growth in retail volume terms within coffee in Indonesia in 2025, propelled by a comprehensive strategy combining product enhancement, channel-specific promotions, and community-level distribution support.
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee 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.
If you're in the Coffee 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 Coffee 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 Coffee in Indonesia?
- To what extent are health considerations impacting consumption of Coffee in Indonesia?
- What are the traditional preferences in Coffee in Indonesia? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Indonesia?
- Which are the leading brands in Coffee in Indonesia?
- How are products distributed in Coffee in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Indonesia - Category analysis
KEY DATA FINDINGS
Price hikes drive dynamic value growth for coffee amidst stagnant volumes
Despite stagnant volumes, coffee achieves strong value growth through price rises
Fresh ground coffee pods is dynamic, and instant coffee mixes resilient
Future growth will hinge on price stability and youth-focused innovation
From mass-market promotions to premium regional products and flavoured offers
Convenience and customisation to drive growth in coffee
Santos Jaya Abadi leads through brand building and consumer engagement
Mayora Indah achieves strongest volume growth via promotions and partnerships
Small local grocers dominates distribution by accessibility and micro-transactions
Price promotions and premium exclusivity drive growth for retail e-commerce
Hot Drinks in Indonesia - Industry Overview
Price hikes and innovation drive value growth in hot drinks amidst channel shifts
KEY DATA FINDINGS
Price rises and innovation drive value growth in hot drinks
Price hikes drive coffee value sales, while tea finds volume growth in health and convenience
Growing matcha consumption impacts hot drinks, led by younger demographics
Value growth to be driven by price hikes and innovation amidst maturity
Hot drinks brands to blend promotions and education for enhanced loyalty
Electric motorcycle charging at convenience stores to fuel growth in hot drinks
Leaders in hot drinks navigate intensifying competition
Innovation and distribution important for the top performers in hot drinks
Sachet sales and local access drive growth for small local grocers in hot drinks
Value and variety drive the rise of retail e-commerce in hot drinks
Café culture and affordable options drive dynamic shifts in coffee in foodservice
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
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 Coffee research and analysis database.
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