Top 5 Biscuit and Cracker Brands in Southeast Asian E-Commerce 2025

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Akbar Ridwan 25/08/2025 14:14 WIB

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According to TMO Group's analysis, in April 2025, five snack brands in the biscuit and cracker category were the most popular on Southeast Asian e-commerce platforms.

Top 5 Snack Brands in the Biscuit and Cracker Category in Southeast Asian E-commerce (April 2025)

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Top 5 Snack Brands in the Biscuit and Cracker Category in Southeast Asian E-commerce (April 2025)

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Based on TMO Group analysis, sweet biscuits accounted for more than 50% of sales in the biscuit and cracker snack category on e-commerce platforms like Shopee and Lazada in Southeast Asia.

Crackers ranked second with a share of around 20%, surpassing other product subcategories such as wafers, puffs, biscuit rolls, and sticks.

Looking at the brand, here's the breakdown of the most popular biscuit and cracker snack market in e-commerce in Southeast Asia in April 2025:

Franzzi (China): 7.9%
Mr. Squirrel (Philippines): 7.2%
VFOODS (Thailand): 4.3%
Oreo (United States): 2%
Munchy's (Malaysia): 1.7%

According to TMO Group, as a top-selling brand, Franzi focuses on creative cookie flavors, such as chocolate cheese, chocolate scallion, matcha mousse, and sea salt scallion.

"Its trendy branding attracts young consumers seeking variety and novelty," said TMO Group in its July 2025 report.

TMO Group also found that Indonesia leads the wafer and puff market in Southeast Asia, with a share of around 60% of total sales.

"These products are generally sold individually packaged in larger bags, making them suitable for family sharing and large portion consumption, which perfectly aligns with household consumption habits in Indonesia," said TMO Group.

Editor : Adi Ahdiat

"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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