Hot drinks in Indonesia experienced value growth in 2025, largely driven by price increases due to higher raw materials costs and continuous flavour innovation, despite a slight volume decline. Coffee's value growth stemmed from global price hikes, while tea saw marginal volume growth through sachets and health-focused products. Matcha consumption surged among younger demographics, impacting foodservice and retail. Small local grocers remained dominant in distribution, leveraging sachet sales an

Tea in Indonesia experienced retail value growth in 2025, largely driven by price increases due to rising costs and the prevalence of smaller, more affordable pack sizes, rather than volume expansion, due to saturation. Black tea saw significant success by engaging younger consumers through social media and offering innovative, health-focused, yet affordable options. Future growth anticipates a continued focus on smaller formats and youth engagement, alongside the boom in iced tea boosting sales

Coffee in Indonesia experienced strong value growth in 2025, primarily due to price increases, as volume sales were stagnant. Manufacturers maintained consumer engagement through new flavour variants and targeted promotions. While fresh ground coffee pods showed dynamic growth from a low base, instant coffee mixes remained resilient with minimal price hikes and continuous innovation. Retail e-commerce was the most dynamic distribution channel, driven by aggressive promotions and exclusive premiu

In 2025, other hot drinks in Indonesia market experienced retail value growth, driven by price increases and a significant young consumer base, despite a slight volume decline due to sugar concerns and saturation. This pattern of value growth and volume decline is expected to continue in the forecast period. Innovation, particularly in plant-based and child-centric products, was crucial in 2025, with Nestlé (Milo, Dancow) leading and Mayora (Energen) showing dynamic growth. Companies employ dual

Bottled water in Indonesia experienced an off-trade volume decline in 2025, primarily due to a growing sustainability trend, increased use of personal tumblers, and alternative water sources in schools and street stalls. Still purified water remained dominant, with new brands like Aquviva offering larger, value-driven formats and direct prizes, while bulk packaging gained traction. Danone Aqua maintained leadership through strong branding and aggressive pricing. Garudafood's Super O2 was dynamic

Asian speciality drinks in Indonesia saw off-trade volume sales increase in 2025 driven by strategic pricing, affordable cup packaging, and promotions that countered weakened purchasing power. On-trade sales declined due to economic pressures and niche appeal. Cooling waters like Larutan Cap Kaki Tiga maintained appeal through tradition, targeted marketing, and aggressive price reductions. Okky Jelly Drink (Garuda Beverage Sukses PT) leads with innovation and social media engagement, while Sari

RTD coffee in Indonesia experienced significant off-trade volume growth in 2025, driven by its affordability compared to cafés and stable pricing. Coffee's deep cultural integration, segmented distribution, new brands and packaging innovations fuelled this expansion. Tirta Alam Segar (Golda) leads due to affordability, while Santos Jaya Abadi (Good Day) showed dynamic growth with broad appeal and K-pop marketing. Small local grocers led distribution with affordable cup packaging, while convenien

Carbonates in Indonesia experienced a decline in off-trade volume sales in 2025, exacerbated by reduced Eid al-Fitr demand as some local consumers continued to boycott leading North American brands, along with a general lack of innovation from manufacturers. Traditional strategies like reintroducing glass bottles failed to resonate, and there was a notable absence of new healthier or flavour innovations. Conversely, reduced sugar carbonates experienced significant growth, driven by smaller, affo

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 br

Concentrates in Indonesia recorded positive but slower off-trade volume growth in 2025, largely due to saturation and limited innovation from established brands. Street stalls significantly boosted sales, offering an affordable and convenient option. Powder concentrates outperformed liquid, driven by lower prices, diverse flavours, and popularity among lower-income families. Liquid concentrates maintained growth through aggressive Eid promotions and packaging reductions. Lasalle Food and Nutrifo

RTD tea in Indonesia experienced off-trade stagnation and on-trade decline in 2025, largely due to market saturation and intense competition from affordable street stall iced tea. Conversely, reduced sugar still RTD tea showed dynamic growth, propelled by new brands and increased availability. CS2 Pola Sehat leads the competitive landscape, with Tirta Fresindo Jaya and Sinar Sosro showing dynamic growth. Small local grocers dominates distribution with cup-packaged RTD tea, while e-commerce is a

Off-trade volume sales of juice in Indonesia experienced solid growth in 2025, demonstrating resilience through strategic affordability and accessible cup packaging. Juice drinks (up to 24% juice) was the most dynamic segment, with brands like Tirta Alam Segar's Ale Ale thriving due to its IDR1,000/cup price point and widespread availability in warungs. Mogu Mogu also saw strong growth by targeting higher-income teens with aggressive promotions and K-Pop ambassadors. Conversely, the on-trade cha

Energy drinks in Indonesia achieved solid off-trade volume growth in 2025, largely due to strategic pricing and a shift towards accessible cup packaging, which appealed to price-sensitive consumers. New product launches and expanded distribution, particularly to small local grocers, further stimulated sales. Asia Health Energi Beverages PT led the competitive landscape with aggressive promotions, while Kino Indonesia Tbk PT secured second position through wide reach and consistent pricing. Small

Sports drinks in Indonesia experienced slow off-trade volume growth in 2025, impacted by weakened purchasing power, high prices, and growing health awareness regarding sugar content. Low market penetration persisted due to limited brands and consumer misconceptions about benefits. Pocari Sweat dominated in 2025 through comprehensive penetration and events, while Isoplus showed dynamic growth via tactical pricing. Convenience stores led distribution, with e-commerce recording dynamic gains throug

Baked goods in the local market saw significant growth in 2025 despite economic challenges. This was primarily driven by the strategic expansion of convenience store networks like Alfamart and Indomaret, which boosted accessibility and impulse purchases of packaged bread and pastries. On-demand delivery services (GoFood, GrabFood) further fuelled consumption, especially among urban consumers seeking quick meal solutions. Social media played a crucial role, repositioning baked goods as desirable

Breakfast cereals in Indonesia recorded robust growth in 2025, defying economic uncertainty, driven by urbanisation and heightened health awareness. Consumers increasingly opted for cereals over traditional heavy meals, valuing their perceived health benefits and convenience. Western influence and social media significantly propelled this trend, particularly for muesli and granola, which achieved double-digit growth due to its nutritional profile and online promotion. Increased availability thro

Processed fruit and vegetables in Indonesia achieved stable single-digit growth in 2025, primarily driven by younger, urban consumers prioritising convenience and cost-efficiency in home cooking. Products like pre-cut fruits and shelf stable beans, offering affordability, nutrition, and ease of preparation, gained significant traction, bolstered by online recipes and home food businesses. While fresh produce remained dominant, processed options addressed busy lifestyles and waste reduction. Kikk

Rice, pasta and noodles in the local market demonstrated stable growth in 2025, despite economic uncertainties and significant price pressures. Consumers adapted by seeking affordable alternatives and trading down, with rice remaining dominant, though packaged rice growth slowed as mid-income households chose unpackaged options. Plain noodles saw strong growth due to home cooking and budget management, while instant noodle cups catered to impulse buys. Health awareness led some to reduce instant

Staple foods in Indonesia demonstrated resilience amidst economic turbulence, with consumers prioritising affordability and convenience. Baked goods grew, processed meat and seafood saw robust double-digit value growth driven by convenience, and rice, pasta and noodles maintained stable growth, though instant noodles faced competition. Social media and innovation were pivotal, with brands leveraging digital platforms and new formats/flavours to engage consumers. Health consciousness also shaped

Processed meat, seafood and alternatives in Indonesia experienced robust double-digit value growth in 2025, despite broader economic challenges. This resilience was primarily driven by consumer demand for convenience and affordability, with ready-to-eat and ready-to-cook options, particularly chilled sausages, becoming everyday staples. The increased adoption of air fryers further boosted frozen product consumption. Primafood International PT maintained its leadership through a multi-tier brand

Sales of sauces, dips and condiments are seeing steady growth in current value terms in 2025. Growth has been constrained by the economic challenges facing the market, with some households being forced to cut back on non-essentials. Despite this, new product development and digital marketing has helped to sustain interest in cooking ingredients and condiments with modern consumers increasingly looking for products that can improve the home cooking experience.

Edible oils sees steady growth in current value terms in 2025, backed by improvements in the supply of palm oil. Olive oil has also seen strong growth, backed by its healthy image and perceived benefits. The competitive landscape has intensified as players such as SunCo and Bertolli invest in successful marketing campaigns to deliver strong growth.

Sales of sweet spreads see strong growth in current value terms in 2025 with this being driven by an increasing demand for healthy and natural products such as honey. However, sweet spreads has seen mixed results with sales of chocolate spreads being hard hit by a sharp rise in the cost of cocoa, while some products have also suffered from the shift to healthier eating habits.

Sales of cooking ingredients and meals have seen steady growth in current value terms in 2025, but ongoing economic challenges have continued to place pressure on consumer spending. This has resulted in consumers shifting to more economical or small pack sizes, or cheaper products and brands. Modern, fast-paced urban lifestyles have also placed a greater emphasis on convenience. This has influenced consumer purchasing behaviour both in terms of the products they buy and where they choose to buy