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What Food and Beverage Products Are Most Sought After by Indonesian E-commerce Consumers?

Cindy Mutia Annur 15/01/2024 20:40 WIB

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Beverages were the most sought-after food and beverage product by Indonesian e-commerce consumers in 2023.

Proportion of Food and Beverage Sales Value in Indonesian E-commerce (2023)*

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Proportion of Food and Beverage Sales Value in Indonesian E-commerce (2023)*

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Beverages were the most sought-after food and beverage products by Indonesian e-commerce consumers in 2023.

This is evident from the Indonesian FMCG Report 2023 released by Compas, a digital market research company from Indonesia.

Compas researched the sales of health products on three major domestic e-commerce platforms: Shopee, Tokopedia, and Blibli.

From online crawling or digital searches, Compas estimates that the sales value of food and beverage products on Shopee, Tokopedia, and Blibli reached Rp 11.8 trillion throughout 2023.

This is equivalent to 20.4% of the total sales value of the fast-moving consumer goods (FMCG) sector on these three e-commerce platforms.

In the food and beverage category, beverages had the largest sales value proportion in 2023, reaching 18.3%. This product segment consists of:

* Coffee: 6.2%
* Tea: 2.8%
* Traditional and herbal drinks: 2%
* Syrup juice: 1.9%
* Powdered drinks: 1.8%
* Other beverages: 3.7%

Then, staple food products had a sales value proportion of 17.6%, consisting of:

* Rice: 3.6%
* Cooking oil: 3.2%
* Seasoning: 2.7%
* Sauce: 1.9%
* Dried food: 1.7%
* Other staple foods: 4.4%

There were also fresh and frozen food products, which had a sales value proportion of 17.3%, with details as follows:

* Other fresh and frozen foods: 6.8%
* Fresh meat: 4.8%
* Processed fresh and frozen food: 2.6%
* Vegetables: 1.6%
* Fruit: 1.3%
* Other fresh and frozen foods: 0.2%

Furthermore, snack products had a sales value proportion of 13.5%. The details are as follows:

* Chips and crackers: 5.2%
* Biscuits and cookies: 3%
* Nuts: 2.1%
* Chocolate: 2%
* Dry snacks: 0.7%
* Other snacks: 0.4%

Then, processed dairy products recorded a sales value proportion of 12.8%, with the following details:

* Milk powder: 7%
* UHT milk: 2.1%
* Cheese: 1.3%
* Margarine butter: 0.9%
* Fresh milk yogurt: 0.6%
* Other processed dairy products: 0.8%

Meanwhile, other food and beverage products had a sales value proportion of 20.4%.

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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