The Indonesian economy may have stabilised, but households remain under pressure. This has led to spending strategies and consumption patterns that are highly value-driven, and are reshaping how and where people shop.

In home care, consumers are buying less often, and using products more carefully to make them last longer. In personal care, they are prioritising functionality and experience. In many sectors shoppers are willing to upgrade their purchases – but with an approach that is smart and selective. Channel choices are shifting as shoppers seek to maximise their money.

To win share of wallet, brands must help consumers manage the tension between tighter budgets and the desire for little luxuries, convenience, and experimentation.

Demonstrate tangible value

There are opportunities for premiumisation in many categories, as shoppers crave affordable indulgences. Brands can make decisions to trade up easier by clarifying benefits, and making value highly visible.

Innovate with purpose

Meaningful, bold innovation that simplifies life and solves real problems is a powerful way of increasing relevance, and reigniting categories that are under pressure. For instance, food brands that position their products as enablers of creativity and time- saving in the kitchen will appeal to Indonesians in their quest to elevate everyday meals.

Ensure accessibility

Making sure products are affordable and present in the right channels must be a priority. This means offering pack sizes and formats that meet the needs of different demographic groups, and designing pricing architectures that flex as shoppers’ realities change.

Promotions are important in modern trade channels in Indonesia – especially in minimarkets. Brands should consider how to optimise promotional support while also driving shopper recruitment and retention.

Execute seamlessly across multiple channels

Indonesians are highly omnichannel shoppers, visiting an average of three or four different channels per month. Specialty stores – such as health & beauty and baby shops – are on the up, with their curated product ranges, advisory services, and convenience making at attractive proposition. Meanwhile, almost 40% of households now buy FMCG online. Brands that double down on specialty and online channels will position themselves to outperform their rivals.

Shoppers’ behaviour is far from uniform in Indonesia. Their responses to their circumstances vary widely across the region – for instance, secondary cities have proved more resilient in their ability to absorb higher prices, while key cities and rural areas have cut their FMCG consumption. There are also marked disparities across life stages and income levels, underscoring the need for tailored strategies.

FMCG growth in 2026 is likely to remain modest, as shoppers keep reprioritising what matters. Brands that can articulate clear, visible value and align channel strategies with new buyer journeys will be in the strongest position to win share of wallet in the months and years ahead.

Read Worldpanel by Numerator’s Indonesia FMCG Outlook 2026 report

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