We’re excited to introduce the latest edition of our Indonesia FMCG Monitor – Q1 2026, delivering fresh insights into market performance, shopper behavior, and emerging trends during the recent festive period.
The key highlights for this quarter:
- Growth driven by basket expansion rather than price - FMCG growth in Q1 2026 is largely driven by increased volume per trip, as shoppers expand their baskets while price per unit softens, highlighting a shift toward value-led growth.
- Festive demand remains a critical growth lever - Ramadan continues to stimulate spending despite economic pressure, though increased allocation to non-essential categories is intensifying competition for consumer wallet share.
- Diverging growth engines across shopper segments - Lower socio- economic groups drive growth through higher basket sizes, while higher socio-economic groups contribute via increased shopping frequency, requiring differentiated strategies.
- Channel dynamics are rapidly evolving - Online and specialty channels are gaining momentum through stronger penetration and shopper recruitment, signaling continued shifts toward a more omnichannel retail landscape.
- Category performance is increasingly polarized - Food & Beverages show strong recovery, while Personal Care faces downtrading pressures, Beauty continues to premiumize, and Baby remains in contraction.
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