Snacks in Indonesia

Snacks in 2025: The big picture

In 2025, snacks in Indonesia is set to exhibit robust retail current value growth across the biggest categories, despite several macroeconomic challenges. The first half of the year was characterised by weakened consumer confidence and economic uncertainty, leading to cautious spending behaviour. Additionally, inflationary pressures and rising production costs posed significant challenges, compelling brands to carefully balance affordability with profitability. However, snacks is set to demonstrate notable resilience in the year overall, driven by innovation, evolving consumer preferences, and strategic distribution efforts.

Key trends in 2025

In 2025, a prominent trend in snacks in Indonesia has been the integration of cultural elements into product development, reflecting brands' strategic approach to resonate with culturally attuned consumers. Brands have leveraged both local and international cultural influences, with Korean-inspired products gaining significant popularity, particularly among Gen Z and Gen Alpha. For example, Indofood launched Rose Tteokbokki and Kimchi-flavoured Chitato, while Nabati introduced Goguma and Cocopan wafers, capitalising on the growing appeal of K-culture in Indonesia. Concurrently, local flavours also saw increased traction, as demonstrated by Kusuka’s Ubi Mix and Yupi’s Roo Jax, which drew inspiration from traditional Indonesian rujak. This trend has not only helped brands differentiate themselves in a competitive market but has also fostered deeper emotional connections with consumers, enhancing brand loyalty and market presence.

Competitive landscape

Mayora Indah Tbk PT is set to retain its leading position in snacks in Indonesia in value terms in 2025, driven by its robust brand portfolio, extensive distribution network, and consistent innovation. Although Mayora also has a presence in confectionery and savoury biscuits, the company's strength is underpinned by well-established sweet biscuits brands such as Roma Kelapa, Roma Sari Gandum, and Roma Wafello, which continue to be household staples. Mayora’s success has also been bolstered by its agility in adapting to changing consumer preferences. For instance, the launch of Roma Lavita, a cinnamon milk biscuit inspired by the rising trend of cinnamon bread, and Roma Marie Gold, a premium biscuit enriched with omega 3 and double milk content, allows the company to cater to both traditional and consumers and those looking for premium products. In addition to product innovation, Mayora has adopted modern marketing strategies to remain relevant. The company refreshed its packaging and entered into licensing collaborations, notably with SpongeBob SquarePants, to appeal to younger consumers. It also capitalised on festive occasions by introducing themed packaging, which not only enhanced seasonal sales but also deepened emotional engagement with its customer base. By effectively blending traditional strengths with trend-driven innovation, Mayora has sustained its leadership in a highly competitive market, demonstrating a strategic approach that is both versatile and forward-looking.

Channel developments

In 2025, small local grocers, or warung, is set to continue to dominate the distribution of snacks in Indonesia in value terms, primarily due to their accessibility, affordability, and deep integration into consumers’ daily routines. Typically situated near homes, schools, and community centres, warung provide unparalleled convenience for impulse purchases, especially among children and teenagers. These outlets effectively cater to spontaneous buying habits by offering low-priced, small packs of snacks which align with limited budgets and casual consumption patterns. The personal relationships between shopkeepers and customers further enhances trust and loyalty, driving frequent visits. This informal yet reliable network has solidified small local grocers as a cornerstone of snacks distribution, particularly in suburban and rural areas.

What next for snacks?

Snacks in Indonesia is forecast to experience robust current value growth over the next five years, driven by macroeconomic resilience, rising disposable incomes, and evolving consumer lifestyles. Despite inflationary pressures and economic uncertainty, brands are expected to continue to leverage innovation, digital engagement, and shifting consumer values to sustain momentum. Across categories such as sweet biscuits, savoury snacks, chocolate confectionery, sugar confectionery, and ice cream, there is likely to be a notable focus on product variety, emotional marketing, and health-conscious positioning.