Indonesia FMCG Festive Report 2024
Reviving the Celebration
This year’s festive season in Indonesia (12 March-11 April) was highly anticipated and welcomed with excitement by consumers at every level of society. The government laid out a structured plan to accommodate what was expected to be the biggest...
1. An elevated festive season
2. Revived celebrations across regions
3. The impact of gifting for lower class consumers
4. Price-pack strategy matters for the middle and upper classes
5. Beauty grows faster among younger shoppers
Anticipating the 2025 festive season
Four ways to optimise festive shopping occasions in Indonesia
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This year’s festive season in Indonesia (12 March-11 April) was highly anticipated and welcomed with excitement by consumers at every level of society. The government laid out a structured plan to accommodate what was expected to be the biggest homecoming (mudik) in Indonesia’s history. The highways and roads were improved to prepare for the increased flow of travellers – not only in Java, but also in Sumatra.
As the country’s economy recovers from recent global disruptions, consumers are feeling more financially secure and increasingly confident in taking on debt, thanks to the rise of online loans. This behaviour is evident, with many prioritising debt repayment during the festive season. Nonetheless, FMCG spending remained a top priority, indicating a strong inclination to maintain festive traditions and ensure essential needs are met.
An elevated festive season
Revived celebrations across regions
The impact of gifting for lower class consumers
Price-pack strategy matters for the middle and upper classes
Beauty grows faster among younger shoppers
