Indonesia's FMCG Product Sales Channel Landscape in Early 2025

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Erlina Fury Santika 23/06/2025 20:10 WIB

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According to Kantar data, several channels market FMCG products. Traditional shops still hold the largest share.

Indonesia's FMCG Product Sales Channels by Market Share (Q1 2025)

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Indonesia's FMCG Product Sales Channels by Market Share (Q1 2025)

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Kantar data reveals several channels marketing fast-moving consumer goods (FMCG) in Indonesia.

In the first quarter of 2025, traditional kiosks and markets were the top-performing channel, accounting for 67% of total FMCG sales. Although the largest, this figure represents a decrease from 68% in Q1 2024.

Small retailers and minimarkets held the second-largest share at 17%, a stagnant figure since Q1 2023.

Large retailers, supermarkets, and hypermarkets accounted for 6%, also stagnant for three consecutive Q1 periods.

Specialty stores experienced 5% growth at the start of the year, up from 3% in Q1 2024. Other channels collectively comprised 5% at the start of the year, an increase from 4% in the previous year.

Kantar explains that FMCG growth in Asia slowed compared to last year, from 3.7% in Q1 2024 to 2.8% in Q1 2025.

In Indonesia, growth increased slightly, from 5.4% in Q1 2024 to 5.5% in Q1 2025. However, growth in some sectors, including household care and dairy products, was corrected.

Simultaneously, trading volume contracted for the first time. Kantar interprets this as evidence of significant economic pressure impacting consumer spending.

"Consumers are responding by buying larger volumes to get better value for money, or switching to cheaper products to manage overall spending," Kantar wrote in its report, quoted on Monday (June 23, 2025).

According to Kantar, supermarkets are key to the growth of large retail penetration, attracting new customers to this channel. This trend is characterized by larger shopping baskets but less frequent shopping trips.

"E-commerce continues to complement traditional retail by bringing in additional shoppers and accelerating the shift towards omnichannel behavior," Kantar wrote.

For information, omnichannel is a business strategy or sales method that integrates all sales and communication channels, both online and offline.

(Read: Personal Care Products Show Strongest Growth in Indonesian FMCG Sector in Early 2025)

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Indonesia's FMCG Product Sales Channel Landscape in Early 2025

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