The pandemic severely impacted FMCG impulse purchases across markets, including Indonesia. Vaccinations and the lifting of restrictions have enabled consumers to go back to their normal lives outside the home. As a result, FMCG on-the-go consumption is recovering and this is expected to continue and possibly reach levels not seen before the pandemic.
The comeback is down to the performance of RTD beverages, which have been able to tempt back their buyers and return to pre-pandemic frequency levels. Recent improvements in shopper recruitment and growth have been seen in both RTD dairy and non-dairy.
We see positive signs in all three sectors of On-the-go consumption across Indonesia’s regions. Greater Jakarta, which leads the way in terms of consumption, is maintaining its position, but other regions are gaining share. Impulse purchase has grown continuously over the past three years, particularly in Sumatra.
