Packaging in 2024: The big picture
In 2024, Indonesian packaging trends across food, beverages, beauty and home care were defined by moves towards more flexible, sustainable and cost-effective packaging. Companies widely adopted refill pouches, lightweight flexible plastics and paper-based cartons, expanding beyond traditional pack types to cut plastic use and meet new regulatory goals, while satisfying consumer demand for convenience. Cost-of-living pressures drove pack-size shifts: many brands introduced “mini” sachets and single-serve packs for affordability, alongside bulk-value packs and multipacks that offer better per-unit/kg pricing. Meanwhile, volatility in raw material costs (eg plastic resin and aluminium) reinforced the shift towards cheaper packaging, with players switching from heavier rigid formats to more cost-efficient flexibles to manage expenses. Sustainability concerns also loomed large – more brands used recycled plastics, explored biodegradable or paper packaging, and launched refillable systems to reduce waste. Consumer avoidance of plastic solely over microplastic fears remains limited to date, but rising environmental awareness evident in the growing appeal of “microplastic-free” claims and other eco-friendly packaging options is gradually nudging both shoppers and brands towards greener alternatives.
2024 key trends
A notable trend in Indonesia’s packaging landscape is the rise of smart and interactive packaging, especially in beauty, personal care and food categories. Brands are increasingly integrating QR codes, holograms and freshness sensors into packaging to enhance consumer engagement, support traceability and reinforce product authenticity, particularly important in e-commerce and premium segments. For example, QR-enabled packs allow users to verify halal certification, access ingredient details or participate in loyalty programmes, aligning with upcoming regulatory mandates like BPOM Regulation No 18/2024. In addition, premiumisation is influencing pack design across categories, with upscale formats like glass jars, shaped cartons and resealable pouches popular for their aesthetic appeal and functionality. These innovations reflect a broader shift towards packaging that not only protects and preserves, but also communicates brand values and elevates the consumer experience.
Indonesian packaged food players embrace sustainable materials and strategic pack sizing
In 2024, Indonesian packaged food players increasingly embraced sustainable materials and strategic pack sizing to meet consumer and economic demands. For example, major confectionery players like Mars and Mayora switched from plastic to paper-based wrappers for candies and chocolate bars, introducing fully recyclable paper twist wraps in line with global sustainability trends.
Leading brands like Coca-Cola shift towards sustainability with fully recycled PET
In 2024, Indonesia’s non-alcoholic drinks packaging saw a strong sustainability-driven shift, with companies boosting recycled content and piloting plastic alternatives. A headline development was Coca-Cola’s rollout of 100% rPET (recycled PET) bottles for Fanta and Sprite, marking the country’s first use of fully recycled plastic by a major soft drink brand. This circular packaging push aligns with rising PET recycling rates and government waste-reduction goals.
Metal cans continue gaining share from glass bottles in alcoholic drinks due to their versatility and cost effectiveness
In 2024, Indonesia’s alcoholic drinks packaging was marked by the continuation of the clear shift to metal cans, which outpaced former leading pack type glass bottles in volume growth across mainstream categories. Beverage cans have gained substantial share, especially in beer and RTDs, as brands favour cans for their cost-effectiveness, convenience and easy adoption of small, affordable pack sizes and multipacks to meet cost-of-living pressures. By contrast, glass bottles remained dominant in premium wines and spirits, valued for preserving quality and conveying an upscale image. Supply chain factors reinforced this trend: an improved domestic aluminium supply in 2024 eased previous raw material bottlenecks, which boosted can production, while Indonesia’s container glass capacity also expanded in tandem. Finally, sustainability considerations, notably cans’ high recyclability and evolving packaging waste regulations, further encouraged the shift towards this pack type, solidifying their role as a key growth driver in mass-market alcoholic beverages.
Indonesia’s beauty and personal care packaging defined by a strong sustainability-driven overhaul
In 2024, major players like Unilever and L’Oréal ramped up their use of eco-friendly pack formats, notably adopting refill pouches, mono-material flexibles and recycled plastic (rPET/rHDPE) to cut virgin plastic and comply with emerging regulations. While plastic bottles and jars still dominated, flexible pouches and cartons gained share as cost-effective, convenient alternatives. Flexible sachets and refill packs surged in popularity, fuelled by young urban consumers’ demand for affordability and convenience: brands expanded their offer of both very small single-use sachets and large “value” refills (eg Sensatia Botanicals’ new bath product refills, which are claimed to use up to 80% less plastic). This “refill revolution” was evident across beauty and personal care categories, with even prestige lines embracing elegant refillable bottles and pouches.
Flexible plastic remains the backbone of home care packaging, with refill packs ever more popular
In 2024, Indonesia’s home care packaging was defined by sustainability-driven innovations and pack size adjustments that balanced cost and eco-consciousness. Flexible packaging, led by flexible plastic, remained the backbone of the home care market, with refill packs an increasingly popular format, favoured by leading brands (eg Mama Lemon, Rinso, Molto) for their low cost and ability to support refillable product systems that attract value-conscious consumers. At the same time, manufacturers pursued greener materials and designs to cut virgin plastic usage. Some introduced lightweight thin wall plastic containers that use less plastic yet maintain durability, yielding material savings, lower transport costs and eco-friendlier credentials. Others experimented with paper-based packaging or higher recycled content to meet rising sustainability pressures.
Packaging for pet food prioritises convenience and affordability over sustainability
In 2024, Indonesian pet food packaging prioritised convenience and affordability, with flexible plastic bags and pouches dominating, while sustainability-led changes remained limited. Flexible plastic packaging (eg multi-layer bags for dry dog/cat food) prevailed because it is cheap, durable against moisture and spoilage, and easy to transport – key reasons brands like Pedigree, Whiskas and Royal Canin stuck with plastic over pricier eco-friendly materials. Plastic pouches in particular gained popularity for their user-friendly features: they accommodate small, single-serve portions (eg 85g wet food sachets) that help manage pet diets and budgets, and many are resealable to keep food fresh in Indonesia’s humid climate. In this price-sensitive market, truly sustainable packaging innovations like recyclable paper bags or reusable containers saw only cautious adoption, as these greener alternatives, while valued in principle, are often costlier and less robust than plastic. Overall, the major 2024 trend was pet food packs becoming more convenient and right-sized for consumers (via resealable pouches and smaller packs), rather than a large-scale shift to new eco-materials.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Indonesia?
- Which are the major pack types and how are they performing in Indonesia?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Indonesia?
- Where is future growth expected to be most significant?
Packaging Industry in Indonesia
Packaging in 2024: The big picture
2024 key trends
Indonesian packaged food players embrace sustainable materials and strategic pack sizing
Leading brands like Coca-Cola shift towards sustainability with fully recycled PET
Metal cans continue gaining share from glass bottles in alcoholic drinks due to their versatility and cost effectiveness
Indonesia’s beauty and personal care packaging defined by a strong sustainability-driven overhaul
Flexible plastic remains the backbone of home care packaging, with refill packs ever more popular
Packaging for pet food prioritises convenience and affordability over sustainability
Government introduces the National Roadmap and Action Plan for a Circular Economy (Indonesia 2025-2045)
2025-2029 National Medium-Term Development Plan (RPJMN)
Bali Clean Waste Movement bans production and distribution of beverage containers of less than one litre
Sustainability and Innovation like MAP and biodegradable films gain popularity
Pack size trends shift as consumers move towards convenience and affordability
Regulatory changes playing an important role in manufacturing and buying habits
DISCLAIMER
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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