INDUSTRIES & MARKETS

Food retail industry in

Indonesia
 Table of Contents

01 Overview Intention to purchase groceries online Indonesia 2022 22

Types of products purchased online Indonesia 2022 23
Revenue of the food market worldwide 2022, by country 04
Revenue of the food industry in Indonesia 2019-2028 05
04 Online food delivery
Indonesia: sales volume per capita of the food market 2020-2028, by type 06
Sales of packaged foods in Indonesia 2022, by type 07 Revenue of the online food delivery industry in Indonesia 2019-2028 25

GDP from manufactures of food products and beverages Indonesia 2014-2022 08 Revenue per user of online food delivery in Indonesia 2019-2028 26

YOY value growth rate of the food segment in Indonesia Q3 2021 - Q3 2023 09 Online food delivery revenue Indonesia 2018-2028, by segment 27
Online food delivery users Indonesia 2018-2028, by segment 28

02 Food expenditure Online food delivery ARPU Indonesia 2018-2028, by segment 29

GMV distribution of food delivery applications Indonesia 2022 30
Share of spending on food and non-food among households Indonesia 2016-2023 11
Most used food delivery apps Indonesia 2023 31
Spending on food and non-food Indonesia 2023 by urbanization 12
Share of spending on food and non-food among urban households Indonesia 2016-2023 13
05 Leading retailers
Share of spending on food and non-food in rural areas Indonesia 2016-2023 14
Breakdown of per capita monthly spending on food in rural areas Indonesia 2023 15 Grocery retailers' sales Indonesia 2022, by type 33

Amount spent per food delivery app order Indonesia 2023 16 Sales value of leading food retailers Indonesia 2022 34
Number of stores of leading grocery chains Indonesia 2022 35

03 Distribution channels Retail sales value of leading convenience stores in Indonesia 2022 36
Outlet number of leading convenience stores in Indonesia 2022 37
Major FMCG sales channels Indonesia Q3 2023, by market share 18
Sales distribution in the food market in Indonesia 2020-2029 19
06 Consumer behavior
Preferred types of items bought through quick commerce Indonesia 2022 20
Types of items purchased using social media Indonesia 2023 21 Attitudes towards food in Indonesia 2023 39

1
 Table of Contents

Purchase criteria for food in Indonesia 2023 40

Regularly consumed groceries in Indonesia 2023 41
Frequency of using food delivery apps in Indonesia 2023 42
Time of using food delivery apps in Indonesia 2023 43
Type of food ordered on delivery apps in Indonesia 2023 44

2
CHAPTER 01

Overview
 Revenue of the food market worldwide in 2022, by country (in million U.S. dollars)
Revenue of the food market worldwide 2022, by country

Revenue in billion U.S. dollars

0 200 400 600 800 1,000 1,200 1,400 1,600
China 1,387.47

United States 936.88

India 822.13

Japan 626.13

Indonesia 243.92

Germany 227.55

Mexico 221.75

Russia 205.16

Nigeria 204.89

France 202.19

Italy 186.82

Egypt 159.83

United Kingdom 154.5

Brazil 154.11

Canada 130.36

4 Description: Comparing the 25 selected regions regarding the revenue in the food market, China is leading the ranking (1.4 trillion U.S. dollars) and is followed by the United States with 936.88 billion U.S. dollars. At the other end of the spectrum is Thailand with
63.99 billion U.S. dollars, indicating a difference of 1.3 trillion U.S. dollars to China. Read more
Note(s): Worldwide; Jan 1st to Dec 31st 2022
Source(s): Statista; Statista Consumer Market Insights
 Revenue of the food market in Indonesia from 2019 to 2028 (in million U.S. dollars)
Revenue of the food industry in Indonesia 2019-2028

400,000

350,000

300,000
Revenue in million U.S. dollars

250,000

200,000

150,000

100,000

50,000

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

5 Description: The revenue in the food market in Indonesia was forecast to continuously increase between 2023 and 2028 by in total 94.6 billion U.S. dollars (+36.25 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 355.4 billion
U.S. dollars and therefore a new peak in 2028. Notably, the revenue of the food market was continuously increasing over the past years. Read more
Note(s): Indonesia; 2019 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Sales volume of the food market per capita in Indonesia from 2020 to 2028, by
type (in kilograms)
Indonesia: sales volume per capita of the food market 2020-2028, by type

Vegetables Dairy Products & Eggs Fruits & Nuts Spreads & Sweeteners Confectionery & Snacks Convenience Food
Meat Sauces & Spices Fish & Seafood Pet Food Oils & Fats Baby Food

100 94.3
91.74
89.42
90 86.02
82.78
78.96
80 76.3
73.89
71.02
Sales volume in kilograms

70

60

50 43.52 44.16 44.83

41.51 42.2 42.85
38.73 39.65 40.44 39.07 40.17
36.57 38.1
40 35.1
31.17 32.22 33.4
29.97
30
22.46 21.97 20.89 20.98 20.9 21.02 21.18
20.51 21.31
21.12 21.75
21.45
17.56 18.17 19.03 19.83
20 16.28 16.99 14.71
12.69 12.9 13.06 13.27 13.68 14 14.42 14.53 12.41
9.75 9.88 10.27 10.63 11.13 11.68 11.98
9.37
8.21 8.35 8.49 8.65 8.93 9.17 9.38 9.5 9.64
10 5.92 6.05 6.11 6.3 6.54 6.74 6.83 6.92 7.01
4.88
3.15
2.68 3.58
2.76 3.93
2.79 4.04
2.87 4.21
2.98 4.38
3.07 4.55
3.18 4.72
3.23 3.3
0.62 0.64 0.67 0.7 0.72 0.75 0.77 0.8 0.82
0
2020 2021 2022 2023 2024 2025 2026 2027 2028

6 Description: The average volume per capita is forecast to experience significant growth in all segments in 2028. Particularly striking is the exceptionally strong increase of the segment Vegetables towards the end of the forecast period. The value amounting to 2.6
kilograms stands out significantly from the average changes, which are estimated at 0.5183 kilograms. Read more
Note(s): Indonesia; 2020 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue from packaged foods in Indonesia in 2022, by type (in million U.S. dollars)
Sales of packaged foods in Indonesia 2022, by type

Sales in million U.S. dollars

0 2,000 4,000 6,000 8,000 10,000 12,000
Rice 9,801.2

Cooking ingredients and meals 6,352.5

Noodles 3,610.7

Baked goods 3,072.7

Baby food 2,650.3

Drinking milk products 2,482.3

Processed meat, seafood, and alternatives to meat 1,976.8

Savoury snacks 1,922.2

Confectionery 1,779.7

Other dairy 1,224.6

Ice cream 1,014.8

Yoghurt and sour milk products 700

Cheese 421.8

Breakfast cereals 159.7

Butter and spreads 157.3

7 Description: In 2022, rice, a staple food in Indonesia, reached a retail sales value of around 9.8 billion U.S. dollars. Cooking ingredients and meals followed, with retail sales amounting to almost 6.4 billion U.S. dollars. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
 Gross domestic product (GDP) from manufactures of food products and beverages
in Indonesia from 2014 to 2022 (in trillion Indonesian rupiah)
GDP from manufactures of food products and beverages Indonesia 2014-2022

1,400

1,238.1
1,200
1,121.36
1,057
1,012.96
GDP in trillion Indonesian rupiah

1,000 927.44
834.43
800 740.81
647.07
600 562.02

400

200

0
2014 2015 2016 2017 2018 2019 2020 2021* 2022**

8 Description: In 2022, preliminary figures showed that the gross domestic product (GDP) from manufactures of food products and beverages in Indonesia was about 1.2 quadrillion Indonesian rupiah. The GDP from manufactures of food products and beverages in
Indonesia has gradually increased since 2014. Read more
Note(s): Indonesia; 2014 to 2022; at current market prices; *Preliminary figures. **Very preliminary figures. 1,000 Indonesian rupiah is equal to 0.067 U.S. dollars and 0.060 euros as of July 2023. Read more
Source(s): Statistics Indonesia
 Year-on-year (YoY) value growth of the food segment in Indonesia from 3rd quarter
2021 to 3rd quarter 2023
YOY value growth rate of the food segment in Indonesia Q3 2021 - Q3 2023

14%

11.8%
12%
11%

10%
Year-on-year value growth

8.6%

8%

6% 5.7%

4%

2%
1%

0%
Q3 2019 vs Q3 2018 Q3 2020 vs Q3 2019 Q3 2021 vs Q3 2020 Q3 2022 vs Q3 2021 Q3 2023 vs Q3 2022

9 Description: In the third quarter of 2023, Indonesia recorded a value growth of one percent in the food sector. This accounted for a significant decrease compared to the same quarter of the previous year. The food industry was among a few industries in the
country that have been positively affected by the COVID-19 pandemic. Read more
Note(s): Indonesia; Q3 2018 to Q3 2023
Source(s): Kantar Worldpanel
CHAPTER 02

Food expenditure
 Share of expenditure on food and non-food among households in Indonesia from
March 2016 to March 2023
Share of spending on food and non-food among households Indonesia 2016-2023

Food Non-food

60%

51.32% 50.94% 50.86% 50.78% 50.75% 51.01%

48.68% 49.06% 49.51% 50.49% 49.14% 49.22% 49.25% 50.14% 49.86% 48.99%
50%

40%
Share of expenditure

30%

20%

10%

0%
2016 2017 2018 2019 2020 2021 2022 2023

11 Description: As of March 2023, approximately 49 percent of households' expenditure in Indonesia was allocated for food and about 51 percent for non-food. During the period measured, there were no significant changes on the share of income spent on food and
non-food among urban households in Indonesia. Read more
Note(s): Indonesia; March 2016 to March 2023
Source(s): Statistics Indonesia
 Share of expenditure on food and non-food in Indonesia as of March 2023, by
urbanization
Spending on food and non-food Indonesia 2023 by urbanization

Food Non-food

60% 56.38%
54.53%

50%
45.47%
43.62%

40%
Share of expenditure

30%

20%

10%

0%
Urban Rural

12 Description: As of March 2023, approximately 45.5 percent of expenditure in urban areas was allocated for food and about 54.5 percent for non-food. In contrast, approximately 56.3 percent of expenditure in rural areas was spent on food and about 43.6 percent
on non-food. Read more
Note(s): Indonesia; March 2023
Source(s): Statistics Indonesia
 Share of expenditure on food and non-food among urban households in Indonesia
from March 2016 to March 2023
Share of spending on food and non-food among urban households Indonesia 2016-2023

Food Non-food

60%
55.43% 54.19% 54.53%
53.3% 54.02% 54.1% 53.95% 53.46%

50% 46.7% 46.54%

45.98% 45.9% 46.05% 45.81% 45.47%
44.57%

40%
Share of expenditure

30%

20%

10%

0%
2016 2017 2018 2019 2020 2021 2022 2023

13 Description: As at March 2023, approximately 45.5 percent of urban households' expenditure in Indonesia was allocated for food and about 54.5 percent for non-food. During the period measured, there were no significant changes on the share of income spent
on food and non-food among urban households in Indonesia. Read more
Note(s): Indonesia; March 2016 to March 2023
Source(s): Statistics Indonesia
 Share of expenditure on food and non-food in rural areas in Indonesia from March
2016 to March 2023
Share of spending on food and non-food in rural areas Indonesia 2016-2023

Food Non-food

70%

60% 58.66% 57.45%

55.83% 56.28% 55.59% 55.49% 56.2% 56.38%

50%
44.17% 43.72% 44.41% 44.51% 43.8% 43.62%
Share of expenditure

41.34% 42.55%
40%

30%

20%

10%

0%
2016 2017 2018 2019 2020 2021 2022 2023

14 Description: As at March 2023, approximately 56.4 percent of expenditure in rural areas in Indonesia was allocated for food and 43.6 percent for non-food. During the period measured, there were no significant changes on the share of income spent on food and
non-food in rural areas in Indonesia. Read more
Note(s): Indonesia; March 2016 to March 2023
Source(s): Statistics Indonesia
 Breakdown of per capita monthly expenditure on food in rural areas in Indonesia
as of March 2023
Breakdown of per capita monthly spending on food in rural areas Indonesia 2023

Share of monthly food expenditure

0% 5% 10% 15% 20% 25% 30%

Prepared food and beverages 26.32%

Cigarette and tobacco 15%

Cereals 13.94%

Vegetables 8.92%

Fish/shrimp/squid/shellfish 8.51%

Others 27.31%

15 Description: As of March 2023, approximately 26.32 percent of monthly per capita expenditure on food in rural areas in Indonesia was spent on prepared food and beverages. In comparison, about 8.51 percent of monthly per capita expenditure on food in rural
areas in Indonesia was spent on either fish, shrimp, squid or shellfish. Read more
Note(s): Indonesia; March 2023
Source(s): Statistics Indonesia
 Amount of money spent on one order on food delivery app in Indonesia as of April
2023
Amount spent per food delivery app order Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Less than Rp 50k 25%

Rp 50k to less than 100k 56%

Rp 100k to less than 200k 16%

Rp 200k to less than 300k 2%

Rp 300k or more 1%

16 Description: According to a survey conducted by Rakuten Insight, around 50 percent of respondents in Indonesia stated that they spent around 50 to 100 thousand Indonesian rupiah on one order on a food delivery app. According to the same survey, the most
popular food delivery app in Indonesia was GoFood. Read more
Note(s): Indonesia; April 13 to 30, 2023; 9,874 respondents; 16 years and older
Source(s): Rakuten Insight
CHAPTER 03

Distribution channels
 Leading sales channels of fast-moving consumer goods (FMCG) in Indonesia as of
3rd quarter 2023, by market share
Major FMCG sales channels Indonesia Q3 2023, by market share

Market share
0% 10% 20% 30% 40% 50% 60% 70% 80%

Traditional trade 69%

Mini markets 16%

Hyper/supermarkets 6%

Specialty store 4%

Others 4%

18 Description: As of the third quarter of 2023, traditional trade held the highest market share of 69 percent in the fast-moving consumer goods (FMCG) sector in Indonesia. Mini markets followed with 16 percent market share in the FMCG sector. Traditional trade has
been an important part of many Indonesians’ lives. It is a familiar sight in Indonesian neighborhoods, and a place for bargaining and purchasing various consumer products. Read more
Note(s): Indonesia; Q3 2023
Source(s): Kantar Worldpanel
 Distribution of sales in the food market in Indonesia from 2020 to 2029
Sales distribution in the food market in Indonesia 2020-2029

Offline Online

120%

100% 1.13% 2.13% 2.19% 2.25% 2.54% 2.93% 3.29% 3.55% 3.65% 3.63%

80%
Revenue share

60%

98.87% 97.87% 97.81% 97.75% 97.46% 97.07% 96.71% 96.45% 96.35% 96.37%
40%

20%

0%
2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

19 Description: Over the forecast period until 2029, the indicator 'Online Revenue Share' is forecast to exhibit fluctuations among the two segments. Concerning the two selected segments, the segment Offline has the largest indicator 'Online Revenue Share' with
96.37 percent. Contrastingly, Online is ranked last, with 3.63 percent. Their difference, compared to Offline, lies at 92.74 percentage points. Read more
Note(s): Indonesia; 2020 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Most common items purchased through quick commerce in Indonesia in 2022
Preferred types of items bought through quick commerce Indonesia 2022

60%
49%
50% 46%
41% 40%
40% 36%
34% 33%
31% 31%
30% 28% 28%
Share of respondents

20%

10%

0%
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20 Description: According to a survey conducted in Indonesia in October 2022, 49 percent of respondents stated that they have bought basic needs through quick commerce. Snacks were the next most common items purchased through quick commerce, as stated
by 46 percent respondents. Read more
Note(s): Indonesia; October 5 to 16, 2022; 911 respondents; 18-55 years
Source(s): Populix
 Types of items purchased on social media in Indonesia as of February 2023
Types of items purchased using social media Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Clothing 73.46%

Cosmetics and beauty products 56.8%

Bags and shoes 56.7%

Fashion accessories (e.g. jewellery, watches, etc) 45.11%

Household and decorative items 41.73%

Consumer electronics (e.g. smartphones, smartwatches, headphones, etc) 36.27%

Food, snacks, and non alcoholic beverages 34.95%

Dietary/Nutritional supplements or functional foods 23.12%

Pet supplies 14.66%

Alcoholic beverages 4.13%

Other 6.18%

21 Description: According to a survey on social commerce conducted by Rakuten Insight in Indonesia in 2023, 73 percent of respondents answered they had bought clothing articles using social media. The same survey indicated that around 40 percent of Indonesian
consumers regularly shopped on social media. Read more
Note(s): Indonesia; February 9 to 28, 2023; 11,824 respondents; 16 years and older; among those who have made purchases on social media
Source(s): Rakuten Insight
 Intention to buy groceries online among consumers in Indonesia in 2022
Intention to purchase groceries online Indonesia 2022

60%

52%
50%

40%
Share of respondents

29%
30%

20%
20%

10%

0%
Stay the same Increase Decrease

22 Description: According to a survey in Indonesia in 2022, more than 50 percent of the respondents stated that they would continue buying groceries online. Meanwhile, around 30 percent of consumers would increase their spending on online groceries. Read more
Note(s): Indonesia; 2022; 1,000 respondents
Source(s): McKinsey & Company
 Products purchased online during the last three months compared to the same
time last year among consumers in Indonesia as of June 2022
Types of products purchased online Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%
Clothing, apparel, and fashion accessories 65%

Cosmetics and beauty products 48%

Food and groceries (incl. non alcoholic beverages) 42%

Personal hygiene products (incl. toilet paper, hand sanitizer, and masks) 40%

Household cleaning products 30%

Furniture and household items 27%

Consumer technology and electronics 26%

Toys, games and puzzles 19%

Medication 18%

Books and stationery 18%

Hobby and arts and craft supplies 18%

Sports equipment and apparel 15%

Pet food and related supplies 12%

Movies, music and television entertainment 9%

Adult toys and entertainment 7%

23 Description: According to a survey on online shopping behavior conducted by Rakuten Insight in June 2022, 65 percent of respondents in Indonesia stated that they bought clothing, apparel and fashion accessories online in the last three months compared to the
same time last year. Among the other popular products purchased online were personal cosmetics and beauty products, as well as food and groceries. Read more
Note(s): Indonesia; June 12 to 30, 2022; 10,637 respondents; 16 years and older
Source(s): Rakuten Insight
CHAPTER 04

Online food delivery

 Revenue of the online food delivery market in Indonesia from 2019 to 2028 (in
million U.S. dollars)
Revenue of the online food delivery industry in Indonesia 2019-2028

40,000

35,000

30,000
Revenue in million U.S. dollars

25,000

20,000

15,000

10,000

5,000

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

25 Description: The revenue in the online food delivery market in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 16.4 billion U.S. dollars (+79.53 percent). After the ninth consecutive increasing year, the indicator is estimated to
reach 37 billion U.S. dollars and therefore a new peak in 2028. Notably, the revenue of the online food delivery market was continuously increasing over the past years. Read more
Note(s): Indonesia; 2019 to 2028
Source(s): Statista; Statista Digital Market Insights
 Revenue per user of the online food delivery market in Indonesia from 2019 to
2028 (in U.S. dollars)
Revenue per user of online food delivery in Indonesia 2019-2028

300
280.82
262.52

250 244.22
Average per user revenue in U.S. dollars

222.28

197.34
200
171.39
148.88
150
129.62

105.52
100
79.95

50

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

26 Description: The average revenue per user in the online food delivery market in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 83.5 U.S. dollars (+42.31 percent). After the ninth consecutive increasing year, the indicator is
estimated to reach 280.82 U.S. dollars and therefore a new peak in 2028. Notably, the average revenue per user of the online food delivery market was continuously increasing over the past years. Read more
Note(s): Indonesia; 2019 to 2028
Source(s): Statista; Statista Digital Market Insights
 Revenue of the online food delivery market in Indonesia from 2018 to 2028, by
segment (in billion U.S. dollars)
Online food delivery revenue Indonesia 2018-2028, by segment

Grocery Delivery Meal Delivery

40

35

30
Revenue in billion U.S. dollars

25

20

15

10

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

27 Description: Over the last two observations, the revenue is forecast to significantly increase in all segments. This reflects the overall trend throughout the entire forecast period from 2018 to 2028. It is estimated that the indicator is continuously rising in all
segments. In this regard, the Grocery Delivery segment achieves the highest value of 27.03 billion U.S. dollars in 2028. Read more
Note(s): Indonesia; 2018 to 2028
Source(s): Statista; Statista Digital Market Insights
 Number of users of the online food delivery market in Indonesia from 2018 to
2028, by segment (in million users)
Online food delivery users Indonesia 2018-2028, by segment

Grocery Delivery Meal Delivery

90
82.46
80 77.59 76.72
72.71 74.25
71.79
68.68
67.07
70
63.93
Number of users in millions

60.71
60 57.2
54.3
49.9
48.3
50 44.46
43.32

40
34.02
33.95

30
24.16
22.89
19.69
18.39
20

10
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

28 Description: Over the last two observations, the number of users is forecast to significantly increase in all segments. The trend observed from 2018 to 2028 remains consistent throughout the entire forecast period. There is a continuous increase in the indicator
across all segments. Notably, the Grocery Delivery segment achieves the highest value of 82.46 million users at 2028. Read more
Note(s): Indonesia; 2018 to 2028
Source(s): Statista; Statista Digital Market Insights
 Average revenue per user of the online food delivery market in Indonesia from
2018 to 2028, by segment (in U.S. dollars)
Online food delivery ARPU Indonesia 2018-2028, by segment

Grocery Delivery Meal Delivery

350 330.47
307.6
300 284.74
255.29
250
220.72
ARPU in U.S. dollars

200 184.1

149.34
150 125.84 129.87
117.17 118 121.81
112.49
98.76 100.5 104.94
91.42
84.81
100
67.98 73.08
60.42
52.83
50

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

29 Description: The average revenue per user is forecast to experience significant growth in all segments in 2028. The trend observed from 2018 to 2028 remains consistent throughout the entire forecast period. There is a continuous increase in the indicator across
all segments. Notably, the Grocery Delivery segment achieves the highest value of 330.47 U.S. dollars at 2028. Read more
Note(s): Indonesia; 2018 to 2028
Source(s): Statista; Statista Digital Market Insights
 Distribution of the gross merchandise value (GMV) of food delivery applications in
Indonesia in 2022
GMV distribution of food delivery applications Indonesia 2022

Shopee Food 7%

Grab 49%

Gojek 44%

30 Description: The food delivery industry in Indonesia has been dominated by two companies - Grab and Gojek. In 2022, these companies held a market share of 49 percent and 44 percent, respectively. The total food delivery GMV in Indonesia in that year was 4.5
billion U.S. dollars. Read more
Note(s): Indonesia; 2022
Source(s): Momentum Works; Tech in Asia
 Most used apps for food delivery orders in Indonesia as of April 2023
Most used food delivery apps Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

GoFood 75%

GrabFood 57%

Shopee Food 28%

Fast food delivery apps 3%

Kulina 1%

Traveloka Eats 1%

Others 1%

31 Description: According to a survey conducted by Rakuten Insight, around 75 percent of respondents in Indonesia stated that GoFood was the food delivery app they used the most. The application was developed by an Indonesian startup, GoJek, the first unicorn
company in the country. Read more
Note(s): Indonesia; April 13 to 30, 2023; 9,874 respondents; 16 years and older
Source(s): Rakuten Insight
CHAPTER 05

Leading retailers
 Retail sales value of grocery retailers in Indonesia in 2022, by type (in billion U.S.
dollars)
Grocery retailers' sales Indonesia 2022, by type

90

80 77.55

70
Retail sales in billion U.S. dollars

60

50

40

30

20 16.61

10
4.93
1.31
0
Traditional grocery retailers Convenience stores Supermarkets Hypermarkets

33 Description: In 2022, the retail sales of traditional grocery retailers in Indonesia amounted to approximately 77.6 billion U.S. dollars. The food retail industry in Indonesia depends heavily on traditional grocery retailers’ distribution. However, there has been an
increasing use of online shopping channels to purchase food and groceries among consumers in recent years. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
 Sales value of leading food retailers in Indonesia from in 2022 (in million U.S.
dollars)
Sales value of leading food retailers Indonesia 2022

Sales value in million U.S. dollars

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Alfamart 7,622

Indomaret 7,605

Alfa Midi 1,100

Hypermart 445

Super Indo 383

Transmart 318

Carrefour 263

Lotte Mart 256

Circle K 181

Farmer's Market 109

34 Description: In 2022, Alfamart reported the highest sales value of approximately 7.62 billion U.S. dollars among the leading food retailers in Indonesia. This was followed by Indomaret with around 7.61 billion U.S. dollars. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
 Number of stores owned by leading grocery chains in Indonesia in 2022
Number of stores of leading grocery chains Indonesia 2022

Number of stores
0 5,000 10,000 15,000 20,000 25,000

Indomaret 19,996

Alfamart 17,394

Alfa Midi 2,273

Circle K 634

Super Indo 189

Hypermart 103

Carrefour 70

Transmart 63

Lotte Mart 49

Farmer's Market 38

35 Description: In 2022, Indomaret owned the highest number of grocery stores in Indonesia, with a total of nearly 20 thousand stores. It was followed by Alfamart with a total of over 17 thousand stores throughout the country. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
 Retail sales value of leading convenience store chains in Indonesia in 2022 (in
million U.S. dollars)
Retail sales value of leading convenience stores in Indonesia 2022

Retail sales value in million U.S. dollars

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Alfamart 7,622

Indomaret 7,605

Alfa Midi 1,100

Circle K 181

36 Description: In 2022, Alfamart was the leading convenience store in Indonesia, with a retail sales value of about 7.62 billion U.S. dollars. This was followed by Indomaret, with a sales value of around 7.6 billion U.S. dollars. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
 Number of stores of leading convenience store chains in Indonesia in 2022
Outlet number of leading convenience stores in Indonesia 2022

Number of stores
0 5,000 10,000 15,000 20,000 25,000

Indomaret 19,996

Alfamart 17,394

Alfa Midi 2,273

Circle K 634

37 Description: In 2022, Indomaret had the highest number of convenience stores in Indonesia, with approximately 20 thousand stores spread across the country. In comparison, Circle K had the lowest number with a total of about 634 stores. Read more
Note(s): Indonesia; 2022
Source(s): Euromonitor; USDA Foreign Agricultural Service
CHAPTER 06

Consumer behavior
 Attitudes towards food in Indonesia as of March 2023
Attitudes towards food in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

I actively try to eat healthy 71%

I avoid artificial flavors and preservatives 53%

I try to avoid plastic packaging when buying food 40%

Food must be convenient and fast 38%

I try to eat less meat 24%

I am open to eating meat that was grown in a lab (cultured meat) 16%

I have one or more food intolerances 10%

I do not enjoy cooking 6%

I can't afford to eat healthily 4%

None of the above 4%

39 Description: When asked about "Attitudes towards food", most Indonesian respondents pick "I actively try to eat healthy" as an answer. 71 percent did so in our online survey in 2023. Read more
Note(s): Indonesia; January to March 2023; 1050 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Purchase criteria for food in Indonesia as of March 2023
Purchase criteria for food in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%
Fresh 77%

Natural ingredients 65%

Good taste / flavor 64%

High quality 63%

Easy to prepare 49%

Fair trade 41%

Environmentally friendly packaging (e.g., recyclable, avoid plastic) 39%

Long storage time and durability 39%

Low price 39%

Available in the normal supermarket 37%

Low in calories 35%

Organic 34%

Brand 23%

Regional products 16%

Animal welfare 14%

40 Description: "Fresh" and "Natural ingredients" are the top two answers among Indonesian consumers in our survey on the subject of "Purchase criteria for food". Read more
Note(s): Indonesia; January to March 2023; 1050 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Regularly consumed groceries in Indonesia as of March 2023
Regularly consumed groceries in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Rice 85%

77%

Eggs 73%

53%

Fish and seafood 49%

43%

Snacks and potato chips 42%

40%

Potatoes 38%

31%

Ready-made meals 31%

28%

Candy and chocolate 27%

26%

Dairy-substitute products (e.g., almond milk, oat yogurt) 24%

41 Description: "Rice" and "Fruit and vegetables" are the top two answers among Indonesian consumers in our survey on the subject of "Regularly consumed groceries". Read more
Note(s): Indonesia; January to March 2023; 1050 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Frequency of ordering food on food delivery apps in Indonesia as of April 2023
Frequency of using food delivery apps in Indonesia 2023

Share of respondents
0% 5% 10% 15% 20% 25%

Several times a day 6%

Once a day 5%

3-6 times a week 18%

Once or twice a week 21%

Several times a month 22%

Less than once a month 19%

Never 10%

42 Description: According to the survey conducted by Rakuten Insight, approximately 22 percent of the Indonesian respondents stated that they ordered food from food delivery apps several times a month. Six percent of respondents even ordered several times a
day. The same survey revealed that GoFood and GrabFood were the most popular food delivery apps among Indonesian respondents. Read more
Note(s): Indonesia; April 13 to 30, 2023; 10,984 respondents; 16 years and older
Source(s): Rakuten Insight
 Preferred time for ordering on food delivery apps in Indonesia as of April 2023
Time of using food delivery apps in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

In the mornings, for breakfast 8%

Lunch 47%

Afternoon snacks 24%

Dinner 54%

Late-night snacks 25%

43 Description: According to a survey conducted by Rakuten Insight, approximately 54 percent of the Indonesian respondents stated that they mainly ordered food from food delivery apps for dinner and 47 percent of respondents ordered during lunch. The same
survey showed that Indonesians ordered food from delivery apps once or twice a week. Read more
Note(s): Indonesia; April 13 to 30, 2023; 9,875 respondents; 16 years and older
Source(s): Rakuten Insight
 Preferred type of food ordered on delivery apps among respondents in Indonesia
as of April 2023
Type of food ordered on delivery apps in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Local cuisine 73%

64%

Coffee and other coffee-based drinks 31%

30%

Snacks 28%

26%

Asian cuisine (excluding your own ethnic food) 22%

15%

Alcoholic beverages (beer, cocktails, spirits, wine, etc) 4%

2%

44 Description: According to a survey conducted by Rakuten Insight, approximately 73 percent of the Indonesian respondents stated that they ordered local cuisine from food delivery apps and 64 percent of respondents ordered fast food. The same survey showed
that Indonesians mainly ordered dinner on food delivery apps. Read more
Note(s): Indonesia; April 13 to 30, 2023; 9,875 respondents; 16 years and older
Source(s): Rakuten Insight
 Sources

Euromonitor
Kantar Worldpanel
McKinsey & Company
Momentum Works
Populix
Rakuten Insight
Statista
Statista Consumer Insights
Statista Consumer Market Insights
Statista Digital Market Insights
Statistics Indonesia
Tech in Asia
USDA Foreign Agricultural Service

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