The latest Brand Footprint Indonesia 2026 report uncovers the strategies behind the country's most chosen and fastest-growing brands, revealing how they are winning more shoppers and creating more opportunities to be chosen.
Unpacking Sustainable Growth Strategies
As FMCG in Indonesia becomes more saturated, the market is facing challenges.
Not only has the average number of brands bought by consumers stabilised, but shoppers are also being more mindful in their trips they make. This is impacting FMCG brands, with fewer having grown in 2025 compared to the previous year.
Looking at a sector level, this trend is largely driven by Beverages and Dairy.
Meanwhile, Food continues to be the growth engine for FMCG, through bringing never-ending innovation and agility to the market.
Activate Your Penetration Drivers: Win More Shoppers, on More Occasions
Sustainable CRP growth starts with penetration. Analysis of the brands that grow consistently shows that the biggest winners are not simply relying on existing buyers to purchase more often. To accelerate growth, brands need to move beyond a frequency-only mindset and focus on recruiting more buyers. This requires an integrated approach that strengthens the brand's ability to broaden its consumer base.
Growth isn't just about frequency anymore. It's about reaching more buyers, solving real consumer needs, and creating compelling reasons to be chosen. Discover where your next growth opportunity lies.
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