We are pleased to share our latest Indonesia FMCG Monitor – Q2 2026, offering an overview of market performance, shopper behaviour, and emerging trends during the recent festive period.

The key highlights for this quarter:

• Temporary growth catalysts eased in Q2, while core consumer fundamentals remain challenged.
  Growth in Q1 was largely driven by festive calendar effects and government stimulus measures. In Q2, however, both GDP growth and household consumption softened. Combined with rising inflation, a weaker Rupiah, and declining consumer confidence, these indicators suggest only limited recovery in underlying consumer demand.
• FMCG continues to grow, but at a slower pace than overall household spending.
  As consumers allocate a greater share of their budgets to festive celebrations, travel, and education-related expenses, FMCG growth (+5%) trails total household expenditure growth (+6%). This highlights the importance of maintaining relevance and affordability amid intensifying competition for consumer spending.
• Consumer caution is evident, but varies across shopper segments.
  Lower socioeconomic groups are driving growth through larger basket sizes, while higher socioeconomic groups contribute through more frequent shopping trips. Gen X remains the strongest FMCG growth driver, whereas Boomers are consolidating their purchases into fewer but larger shopping occasions.
• More selective spending patterns are reshaping channel performance.
  E-commerce and Specialty Stores continue to attract new shoppers, while Minimarkets have regained penetration. At the same time, Traditional Trade and Hyper/Supermarkets are sustaining growth through increased basket sizes and higher spending per trip.
• Shoppers are prioritizing essentials while selectively trading up.
  Essential food categories remain resilient despite moderating growth. Personal Care categories are seeing stronger value-seeking behavior, Beauty continues to benefit from premiumization, while Home Care, Baby, and Beverage categories remain under pressure.