COMPETITIVE LANDSCAPE
Domestic company Asta Guna Wisesa PT strengthens its lead in 2025
Asta Guna Wisesa PT has solidified its position as the leading company in Indonesia’s sweet spreads market in 2025, with this being driven by the continued success of its flagship brand, Morin. Known for its wide selection of jams and preserves, nut and seed based spreads, chocolate spreads, and fruit toppings, Morin has maintained strong consumer loyalty by consistently delivering quality and flavour variety.
Madurasa finds success through promoting the health benefits of honey
PT Madurasa Unggulan Nusantara has been the most dynamic company in sweet spreads in Indonesia in 2025, driven by its strong brand identity and consistent innovation in honey-based products. As the pioneer of branded honey in the country since 1984, Madurasa has earned consumer trust through decades of delivering reliable quality.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads 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 core packaged food categories.
If you're in the Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads in Indonesia?
- Which are the leading brands in Sweet Spreads in Indonesia?
- How are products distributed in Sweet Spreads in Indonesia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Sweet Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Indonesia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Sweet Spreads in Indonesia - Category analysis
KEY DATA FINDINGS
Healthy natural products such as honey appeal
Mixed fortunes for sweet spreads as health and economic concerns inform demand
Honey brings natural sweetness and health claims to the market
Bright outlook for sweet spreads fuelled by the rise of honey
Health concerns likely to inform demand and new product development
New regulations aim to encourage healthier eating habits
Domestic company Asta Guna Wisesa PT strengthens its lead in 2025
Madurasa finds success through promoting the health benefits of honey
Convenience stores lead the distribution of sweet spreads
E-commerce showing strong potential as consumers spend more time online
Cooking Ingredients and Meals in Indonesia - Industry Overview
Ongoing economic challenges encourage consumers to trade down
KEY DATA FINDINGS
Need for convenience and economic pressures impact purchasing behaviour
Consumer purchasing decisions being shaped by health and wellness concerns
Social media and digital marketing playing a vital role in the market
Bright outlook for the market with sales set to benefit from an economic recovery
Increasing health consciousness set to inform demand and innovation
New labelling regulation set to transform the market
Unilever remains on top despite being impacted by a boycott
Kewpie sees strong gains while Ajinomoto closes the gap on Unilever
Small local grocers dominate sales but convenience stores seeing dynamic growth
E-commerce on the rise as consumers embrace the convenience of online shopping
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
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 Sweet Spreads research and analysis database.
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