Resilience and reformulation: Soft drinks navigate stagnation towards future growth
Soft drinks in Indonesia achieved positive value sales growth despite off-trade volume stagnation in 2025. This was driven by strategic pricing (smaller packs, unit price increases) and widespread promotions, which countered weakened purchasing power. Health and wellness soft drinks expanded into local grocers, while bulk bottled water grew due to hygiene concerns and at-home consumption. Flavour innovation shifted towards mixed combinations. Danone (Aqua) maintained leadership through strong brand and distribution, while Tirta Fresindo Jaya (Nipis Madu) showed dynamic growth with competitive pricing. Small local grocers remained the dominant channel due to accessibility, with e-commerce recorded strong growth, being a particularly dynamic channel for niche and imported products. Future growth is anticipated with economic recovery, continued promotions, and new flavours. An impending sugar tax will likely lead to price hikes and product reformulation.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks 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 the following key categories, where applicable:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Indonesia?
- To what extent are health considerations impacting consumption of Soft Drinks in Indonesia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Indonesia?
- Which are the leading brands in Soft Drinks in Indonesia?
- What potential exists for multinational or domestic soft drinks companies to expand in Indonesia?
- How are products distributed in Soft Drinks in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Soft Drinks in Indonesia
Resilience and reformulation: Soft drinks navigate stagnation towards future growth
KEY DATA FINDINGS
Price hikes and promotions shape performance of soft drinks in Indonesia
Health and wellness soft drinks expand into Indonesia's local grocers
Hygiene, convenience, and at-home consumption drive bulk bottled water growth
Mixed flavour combinations drive soft drink innovation
Future growth to be driven by economic recovery and strategic innovation
E-commerce's dynamic role in accessing niche markets
Impending sugar tax likely to lead to price hikes and reformulation
Danone’s unwavering leadership through brand strength and strategic reach
Competitive pricing, widespread distribution, and market shifts propel Nipis Madu's growth
Consumers favour small local grocers for accessibility
E-commerce is the dynamic force reshaping retail of soft drinks in Indonesia
Foodservice vs retail split
Fountain sales in Indonesia
COUNTRY REPORTS DISCLAIMER
Bottled Water in Indonesia
KEY DATA FINDINGS
Decline, sustainability shifts, and e-commerce dynamism
Single-use plastic concerns and alternative formats drive off-trade volume decline
New brands and larger formats shape still purified bottled water landscape
Improving purchasing power and evolving bulk formats to boost bottled water sales
Packaging innovation to drive value and competitiveness in bottled water
Sustainable packaging initiatives face price barriers and limited consumer uptake
Danone Aqua retains leadership of bottled water through brand strength and aggressive strategy
Functional bottled water brand emerges as most dynamic performer
Sariguna Primatirta retains dominance in still spring format with diverse sizes and distribution
Convenience stores gains further share from leading channel small local grocers
E-commerce reshapes Indonesia's bottled water landscape in 2025
Carbonates in Indonesia
KEY DATA FINDINGS
Navigating sales decline, reduced sugar growth, and channel shifts
Carbonates remains under pressure due to a number of factors
Rising health concerns drive dynamic growth of reduced sugar carbonates
Further downwards pressure on carbonates but reduced sugar options will continue to make gains
Players look to redesign packaging and launch new flavours to attract consumers
Potential impact of impending sugar tax in Indonesia
Coca-Cola retains dominance of carbonates with wide portfolio and discounts
Local brand continues to make significant gains in lemonade/lime
Small local grocers strengthens dominance as distribution channel for carbonates
Convenience and cost savings drive strong growth of e-commerce
Concentrates in Indonesia
KEY DATA FINDINGS
Mixed fortunes in local concentrates: Powder thrives as liquid faces headwinds
Stagnant innovation, but kiosks drive modest growth in local concentrates
Powder leads on price and variety, liquid thrives on strategic promotions
Stable prices and innovation to drive powder concentrate growth, outpacing liquid
Grassroots creativity versus stagnation in concentrates
Future challenges for concentrates: Competing with aggressive discounts and driving innovation
Innovative advertising and digital promotions support Lasalle Food's leadership
Innovation, variety, and distribution drive Nutrifood's dynamism in concentrates
Sachet sales and core consumers drive dominance of small local grocers
Online grocers, niche brands, and exclusivity fuel e-commerce growth
Concentrates Conversions
Juice in Indonesia
KEY DATA FINDINGS
Affordability and digital channels drive off-trade juice growth, while on-trade declines
Off-trade growth for juice amidst on-trade challenges
Juice drinks benefits from affordable cup packaging
Off-trade expansion driven by juice drinks, while on-trade and 100% juice face headwinds
Affordable, single-serve packaging to boost juice sales in convenience stores
Flavour and health innovations to target mid- to high-income consumers
Tirta Alam Segar dominates juice through strategic affordability
Mogu Mogu effectively targets wide consumer demographic to record strong growth
Cup packaging and proximity drive dominance of small local grocers in juice distribution
Strategic shifts and logistics innovations fuel dynamic juice growth via e-commerce
RTD Coffee in Indonesia
KEY DATA FINDINGS
Affordability, innovation, and lifestyle appeal fuel growth
Affordability and strategic distribution drive growth in RTD coffee
New brands and packaging innovations fuel growth
Lifestyle shifts and new generations to fuel future growth of RTD coffee
Flavour innovation and strategic pricing to drive greater consumer interest
Plant-based, black coffee, and street vendors: Evolving dynamics in local RTD coffee
Affordability and youth engagement help maintain Tirta Alam Segar’s lead
Santos Jaya Abadi's dynamic growth through broad appeal and innovative marketing
Affordable cup packaging and accessibility drive sales via small local grocers
Expanding product range and promotions attract consumers to convenience stores
RTD Tea in Indonesia
KEY DATA FINDINGS
Indonesian RTD tea faces stagnation amidst fierce competition, reduced sugar shines
Stagnation for RTD tea amidst saturation and on-trade challenges
New brands and wider reach propel reduced sugar options to dynamic growth
Stagnation amidst saturation and street stall competition
Flavour innovation and design refreshment to drive Indonesian RTD tea
Navigating sugar tax challenges and embracing reduced sugar growth
Agile strategy and strong brand image secure RTD tea leadership
Modern retail and innovation propel key players in RTD tea
Cup packaging and children drive dominance of small local grocers in RTD tea
E-commerce's dynamic role in bulk and discount sales
Energy Drinks in Indonesia
KEY DATA FINDINGS
Strategic growth amidst evolving challenges and future shifts
Pricing and packaging strategies drive growth of energy drinks in 2025
New launches and wider reach in attempt to spark consumer engagement
Future growth to be tempered by consumer perception
Expanding reach and exploring healthier formulations
Sugar tax to potentially reshape the energy drink landscape in Indonesia
Aggressive promotions and early mover advantage help maintain Asia Health Energi’s leadership
Panther's wide reach and consistent strategy
Cup packaging and core consumer base drive dominance of small local grocers
Imported brands and digital promotions fuel e-commerce growth
Sports Drinks in Indonesia
KEY DATA FINDINGS
Performance, challenges, and future growth strategies
Slower growth amidst economic pressures and health awareness
Low penetration of sports drinks in Indonesia due to brand scarcity and consumer misconceptions
High prices and fierce competition to stifle stronger growth potential for sports drinks
Healthier formulations and smart packaging can help drive future adoption
Events and healthy lifestyle promotion in Indonesia
Strategic penetration and experiential marketing secure Pocari Sweat's dominance
Tactical pricing and engagement propel volume growth of Isoplus in 2025
Broad offerings and targeted promotions solidify leadership of convenience stores
Imported products and bulk deals strengthen e-commerce's position
Asian Speciality Drinks in Indonesia
KEY DATA FINDINGS
Affordable cup packaging and tradition drive growth, but innovation is needed
Strategic pricing drives off-trade gains, on-trade struggles
Enduring appeal of cooling water through tradition and targeted marketing
Navigating stagnation with enduring consumer trust
Bridging the innovation gap for younger demographics
Okky Jelly Drink leads through innovation and unchallenged position
Sari Enesis Indah's agile strategy fuels dynamic performance
Cup packaging and comprehensive offerings drive dominance of small local grocers
Online grocers, bulk deals, and niche access fuel e-commerce growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Soft Drinks
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
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- Regular Carbonates
- Reduced Sugar Carbonates
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- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
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- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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This report originates from Passport, our Soft Drinks research and analysis database.
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