Snacks in Indonesia: Market Overview & Outlook 2026-2030

Market Overview

Every school day, millions of Indonesian children walk to the warung at the gate and spend a thousand or two rupiah on a wafer, a bag of chips or a jelly. Add the biscuit tins bought for Lebaran, the chocolate bars at minimarket tills and the ice cream from the freezer in the corner shop, and snacks become one of the largest packaged food markets in the country.

We estimate retail sales of snacks at about IDR 126.1 trillion in 2025, roughly USD 7.7 billion at IDR 16,400 per dollar. That covers four families: sweet biscuits, snack bars and fruit snacks; savoury snacks; confectionery; and ice cream. Value grew about 3.9% in 2025, despite weak consumer confidence in the first half of the year, and has risen 22% since 2020.

Our figure sits a little above published audit data because we add regional keripik and kerupuk makers and online-native brands that audits capture only partly. Company results support the size. Mayora, the market leader, reported group sales of IDR XX.XX trillion in 2025; Garudafood reported IDR XX.XX trillion, up X.X%; and Indofood CBP reported snack food sales of IDR X.XX trillion, which suggests Indofood is somewhat larger in snacks than audit shares imply.

Spending per person is about IDR XXX,XXX a year, or roughly IDR X,XXX a day, about the price of one small snack pack. Growth has come mostly from price and from a richer mix, since the volume of confectionery and savoury snacks has fallen since 2020. Sweet biscuits, the most affordable and filling of the four families, are the exception: they have grown in both volume and value.

Packaging is a bigger part of the economics than many buyers realise. In our indicative build-up for a 68 g bag of potato chips at about IDR XX,XXX in a minimarket, potatoes, oil and seasoning account for about a quarter of the shelf price, packaging for about a tenth and marketing for about XX%. Most snacks are sold in multilayer flexible film, which keeps them fresh in a hot, humid climate but is hard to recycle.

The year-by-year pattern tells a story of resilience. Sales grew only about X% in 2021, when school closures cut the daily impulse purchases that drive confectionery, then jumped about X% in 2022 as children went back to class and prices rose. Growth slowed to 2–X% in 2023 and 2024 as purchasing power weakened and savoury snack and confectionery volumes fell, before picking up again in 2025 on the back of new launches, smaller packs and minimarket expansion.

Who Buys Snacks in Indonesia

Children and teenagers are the heart of the market. Pocket money is spent daily at warung near schools, which is why brands design packs to sell for IDR X,XXX to 2,000 and put cartoon characters, toys and collectibles on the shelf. Gen Z, about XX% of the population in the 2020 census, and Gen Alpha are also the most responsive to trends on TikTok and Instagram.

Brands have learned to speak the language of these young buyers. Nabati made K-pop group ENHYPEN its brand ambassadors and held a large meet-and-greet with Aespa; Tos Tos tortilla chips partnered with NCT 127. Indofood launched Rose Tteokbokki and Kimchi flavours of Chitato, and Nabati introduced Goguma and Cocopan wafers. Local tastes are also back in fashion: Kusuka's Ubi Mix and Yupi's Roo Jax, inspired by traditional rujak, show that Indonesian flavours can be as trendy as Korean ones.

Adults are pulling the market in another direction. Older and more affluent consumers want snacks that feel healthier, and brands have responded. Lemonilo's Chimi cassava chips, high in fibre and free of preservatives and synthetic colours, made Lemonilo the fastest-growing snack company in 2025. Indofood launched Chitato Lite in a can, and wholegrain biscuits such as Roma Sari Gandum and Oat Krunch are gaining. At the same time, the middle class has shrunk from XX.X million people in 2019 to XX.X million in 2024, according to BPS, so smaller packs and value bundles matter more than ever.

Regulation: Nutrition, Halal and Packaging Waste

Snacks are next in line for nutrition rules. Government Regulation 28/2024 sets limits for sugar, salt and fat in processed foods and allows advertising restrictions on products that exceed them. BPOM's Nutri-Level front-of-pack grades, signed in April 2026, start with beverages, but processed foods are expected to follow. Sweet biscuits, candy and salty chips aimed at children are the most exposed.

Packaging waste is the other regulatory theme. Under Ministry of Environment and Forestry Regulation P.75/2019, producers must prepare roadmaps to reduce packaging waste, with a 2029 target. Snacks rely heavily on small sachets and multilayer films, so the rule puts pressure on brand owners and their packaging suppliers to move towards recyclable, mono-material formats.

Categories: Biscuits, Savoury Snacks, Confectionery and Ice Cream

Sweet biscuits, snack bars and fruit snacks are the largest family, at about XX% of value, closely followed by savoury snacks at about XX%. Confectionery, which includes chocolate, candy and gum, makes up about a quarter, and ice cream about XX%.

Sweet biscuits are the most dynamic of the large categories, with value up about X.X% in 2025, helped by small packs, constant launches and licensing such as Roma's SpongeBob collaboration. Savoury snacks grew about X.X% on bold flavours and new brands. Confectionery has lost about five points of share since 2020 as candy and gum faded and chocolate prices rose; our report on chocolate confectionery in Indonesia covers that story in detail. Ice cream grew fastest over five years but slowed in 2025 as dessert chains and other indulgent snacks competed. Volumes, five-year growth and forecasts by category are in the full report.

Within savoury snacks, potato chips, cassava chips and extruded corn snacks dominate. Indofood's Chitato leads potato chips, while Qtela and Lemonilo's Chimi compete in cassava, a local crop that gives Indonesian brands a cost and story advantage. Garudafood's Garuda peanuts and Dua Kelinci keep nuts and coated peanuts a large segment, and new formats such as Jetz tortilla chips and canned Chitato Lite show how brands borrow ideas from international snacks. Licensing, such as Chiki's collaboration with One Piece, keeps children's extruded snacks fresh.

Ice cream deserves a separate look because its structure is changing. In December 2025 Unilever Indonesia transferred its ice cream business, including Wall's, Paddle Pop, Cornetto and Magnum, to PT The Magnum Ice Cream Indonesia. The new company faces Aice, which competes hard on price, as well as Campina and new crunchy chocolate ice creams from Joyday and Glico Wings aimed at Wall's Feast. Freezer placement in warung is the key battleground.

Channels: Warung, Minimarkets and Online

Warung remain the backbone of snack distribution, with about half of value by our estimate. They sit near homes, schools and community centres, offer the small packs that fit a child's budget, and build loyalty through personal relationships. In suburban and rural areas they are often the only shop within walking distance.

Convenience stores have gained the most share. Alfamart, with more than 24,000 outlets, and Indomaret open stores near schools and housing and act as the main launch point for new products, combining the impulse appeal of the warung with a wider range, promotions and longer hours. E-commerce is growing fastest from a small base, with Alfagift and Klik Indomaret adding rapid delivery. For more on these chains, see our report on convenience retailers in Indonesia. Channel shares over time are in the full report.

Geography follows population closely, because small packs are sold in every warung. We estimate that Java buys about three-fifths of snack value, with Greater Jakarta over-indexing on premium biscuits, imported snacks and ice cream. Ice cream is more urban than other snacks because it depends on freezers and reliable electricity, while regional keripik and kerupuk brands remain strong outside Java.

Competitive Landscape

Mayora Indah is the clear leader with about XX% of value, more than twice the next company. Its Roma biscuits (Wafello, Malkist, Kelapa, Sari Gandum), Choki Choki and Beng-Beng are household names. Garudafood follows at about X% with Garuda peanuts, Gery and Chocolatos, then the ice cream business formerly owned by Unilever, Nabati, Indofood and Mondelez.

The market is fragmented: the top five hold only about XX% of value, and no single brand has more than X%. Mayora has gained about three points since 2021, mainly through Roma Wafello, and it keeps launching: Roma Lavita, a cinnamon milk biscuit, and Roma Marie Gold with omega 3. Nabati is the biggest single brand thanks to its wafers and K-pop marketing. Mondelez's Biskuat and Oreo lost ground in 2024, while Garudafood grew faster than the market in 2025, with net profit up XX.X% to IDR XXX.X billion.

Behind the leaders sits a long list of strong Indonesian companies: Siantar Top, Orang Tua (Tango), Yupi, Dua Kelinci and Khong Guan, alongside Aice in ice cream and multinationals such as Perfetti, Calbee Wings and URC. Health-led challengers like Lemonilo show that a newcomer can still grow quickly with a clear position and smart use of social media. Brand shares, share trends, segment leaders and full profiles of the five leading companies are in the full report.

What This Means for Brands, Investors and Suppliers

For brand owners, success in Indonesian snacks means two things at once: a pack that sells for IDR X,XXX to 2,000 in every warung, and a launch that becomes an online event. For packaging suppliers, the move to recyclable films and the constant flow of limited editions and licensed designs are growth opportunities. For investors, health-led challengers and strong regional makers are the most likely targets. You may also be interested in our report on sauces, dips and condiments in Indonesia.

For a foreign snack brand, Indonesia rewards localisation. Halal certification and BPOM registration come first, then flavours that speak to local or Korean-influenced tastes, and packs priced for pocket money. Imported premium snacks can do well online and in big-city supermarkets, but mass reach requires either local manufacturing or a partnership with one of the Indonesian groups that control distribution to hundreds of thousands of warung.

This article describes the market as it stands today. The full report adds the price build-up of a bag of chips, business models, Porter's Five Forces, seven mega trends, an impact assessment of drivers and restraints, segment leaders, regional estimates, five company profiles and bear, base and bull forecasts to 2030.

Key Questions Answered in the Full Report

Snacks in Indonesia: Market Overview & Outlook 2026-2030 Executive Summary

The three slides below summarise the full report. The complete 40-slide version, with the outlook to 2030, value chain, regulation and company profiles, is available on Gumroad.

What the Full Report Includes