Welcome to Brand Footprint
Indonesia 2025
Venu Madhav Managing Director IndonesiaWorldpanel by Numerator
Indonesia’s FMCG industry experienced modest growth in 2024, boosted by the general election in the first quarter, which coincided with the festive season. This early-year momentum aligned with national GDP growth; however, ongoing economic pressures have since posed greater challenges for the sector. As a result, consumer spending has become more restrained, with many households careful to prioritise essential needs.
While FMCG products remain a part of Indonesians’ daily necessities, performance has varied significantly between different categories. Certain essential categories have managed to retain their place in shoppers’ baskets, though often with adjustments in purchase frequency or spend per trip. In contrast, other have seen reduced purchase levels or have been excluded altogether, reflecting shifting consumer priorities. In this increasingly competitive landscape, some brands have continued to grow,—driven by their ability to recruit new shoppers and expand their buyer base.
Our 2025 Brand Footprint analysis – which cover over 500 brand, from established leaders to emerging challengers, has revealed countless valuable insights into evolving consumer behaviour.
One clear trend stands out: Indonesian consumers now demand more from FMCG brands.
They expect innovation that is not only relevant, but also responsive to their changing needs and financial realities. Products must offer added value beyond basic functions, resonate with current trends, and reflect a deeper understanding of consumer lifestyles.
This year’s Brand Footprint report highlights both long-established brands that have successfully maintained their dominance, and the rising brands that are making their debut among the top players. Their success stories serve as powerful examples, offering inspiration and actionable insights to support your brand’s continued growth journey.
In today’s environment, consumer-centric innovation is more important than ever. Brands that adapt quickly – by enhancing product relevance, delivering better affordability, and expanding their presence – are best positioned for growth.
