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FMCG market in Indonesia - statistics & facts

The fast-moving consumer goods (FMCG) industry is one of the large-scale industries in Indonesia, significantly contributing to the country’s economic development. The rising purchasing power due to the increase in personal income, as well as increasing urbanization that shifts people’s lifestyles have been cited as some of the key growth drivers in the sector. During the COVID-19 pandemic, this was among the industries in the country that have not been significantly affected. Indonesia recorded a positive overall year-on-year change in the FMCG market value of 8.8 percent in the third quarter of 2020.

The FMCG market landscape in Indonesia

As one of the fast-growing FMCG markets in Southeast Asia, the FMCG market in Indonesia has advanced along with the increase in demands and changing lifestyle of its population. Since 2018, Indonesian households have allocated almost 20 percent of their total household expenditure for FMCG products. In the third quarter of 2020, every FMCG segment in the country saw an increase in the average consumer spending per trip, with the food segment having the highest change. As for its distribution, traditional trade was the main sales channel of FMCG products in the country, with a 67 percent market share in the third quarter of 2020.

The FMCG industry in Indonesia is dominated by both multinational and local players. Multinational companies such as Unilever Indonesia have animated the industry by providing more product options, ranging from personal care to food products, to Indonesian consumers. Local market players such as Indofood have proved that local capabilities can compete well in the FMCG sector. In 2019, one of its products, Indomie, ranked first in the leading FMCG brands in the country, with a penetration rate of around 99 percent among Indonesian households. In addition, the net sales of PT Indofood Sukses Makmur Tbk, or Indofood, have been showing a steady upward trend since 2014, accounting for a sustained growth in the FMCG market.

Market outlook and the impact of COVID-19 pandemic

Considering Indonesian consumers' behavior towards FMCG products during the COVID-19 pandemic, the outlook of the FMCG market in the country will stay robust. During this time, all FMCG segments recorded a positive change in the average consumer purchase volume per trip with a higher change in home care, dairy, and personal care segments. While the FMCG market outlook may be positive, it may be worth considering a broader distribution channel that includes e-commerce to enhance the consumers’ shopping experience.

Key figures

The most important key figures provide you with a compact summary of the topic of "FMCG market in Indonesia" and take you straight to the corresponding statistics.

Sales channels

Consumer behavior

Interesting statistics

In the following 5 chapters, you will quickly find the 29 most important statistics relating to "FMCG market in Indonesia".

FMCG market in Indonesia

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FMCG market in Indonesia - statistics & facts

The fast-moving consumer goods (FMCG) industry is one of the large-scale industries in Indonesia, significantly contributing to the country’s economic development. The rising purchasing power due to the increase in personal income, as well as increasing urbanization that shifts people’s lifestyles have been cited as some of the key growth drivers in the sector. During the COVID-19 pandemic, this was among the industries in the country that have not been significantly affected. Indonesia recorded a positive overall year-on-year change in the FMCG market value of 8.8 percent in the third quarter of 2020.

The FMCG market landscape in Indonesia

As one of the fast-growing FMCG markets in Southeast Asia, the FMCG market in Indonesia has advanced along with the increase in demands and changing lifestyle of its population. Since 2018, Indonesian households have allocated almost 20 percent of their total household expenditure for FMCG products. In the third quarter of 2020, every FMCG segment in the country saw an increase in the average consumer spending per trip, with the food segment having the highest change. As for its distribution, traditional trade was the main sales channel of FMCG products in the country, with a 67 percent market share in the third quarter of 2020.

The FMCG industry in Indonesia is dominated by both multinational and local players. Multinational companies such as Unilever Indonesia have animated the industry by providing more product options, ranging from personal care to food products, to Indonesian consumers. Local market players such as Indofood have proved that local capabilities can compete well in the FMCG sector. In 2019, one of its products, Indomie, ranked first in the leading FMCG brands in the country, with a penetration rate of around 99 percent among Indonesian households. In addition, the net sales of PT Indofood Sukses Makmur Tbk, or Indofood, have been showing a steady upward trend since 2014, accounting for a sustained growth in the FMCG market.

Market outlook and the impact of COVID-19 pandemic

Considering Indonesian consumers' behavior towards FMCG products during the COVID-19 pandemic, the outlook of the FMCG market in the country will stay robust. During this time, all FMCG segments recorded a positive change in the average consumer purchase volume per trip with a higher change in home care, dairy, and personal care segments. While the FMCG market outlook may be positive, it may be worth considering a broader distribution channel that includes e-commerce to enhance the consumers’ shopping experience.

Interesting statistics

In the following 5 chapters, you will quickly find the 29 most important statistics relating to "FMCG market in Indonesia".

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