While overall household expenditure grew faster at 6%, FMCG is competing for wallet share against festive spending, travel, and education costs. As shopper priorities evolve, different consumer groups are responding in different ways. Lower-income households are driving growth through basket expansion, while higher-income shoppers are increasing purchase frequency.
In overall, shoppers continue to prioritize essential categories, most importantly, value polarization is intensifying, with consumers actively seeking affordability in some categories. Meanwhile premiumisation continues in beauty categories, and online channel is gaining momentum by attracting more buyers.
For brands, the challenge is no longer simply driving consumption. The big question for brands is no longer whether consumers are spending, but where they see value worth paying for. Success increasingly depends on understanding where consumers are cutting back, where they are willing to spend more, and how to deliver the right balance of value and relevance.
Read the full FMCG Monitor Q2 2026 to explore the latest shopper behaviors, channel dynamics, segment performance, and growth opportunities shaping Indonesia's FMCG landscape.
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