Jakarta, ThedailyID — Indomie has retained its position as Indonesia’s most chosen fast-moving consumer goods (FMCG) brand, according to the Brand Footprint 2026 report released by Worldpanel by Numerator.
The latest ranking comes as competition in Indonesia’s FMCG market continues to intensify. The number of competing brands increased from 436 to 451, making it harder for companies to sustain growth.
As a result, only 44% of brands recorded growth in 2025, down from 62% a year earlier. Even so, Indonesian households maintained relatively stable shopping habits.
Worldpanel Indonesia Managing Director Venu Madhav said consumers make an average of 293 shopping trips each year and purchase around 95 everyday brands annually. However, stronger competition means companies can no longer rely solely on overall market growth.
“Brands are competing harder than ever to win shoppers’ attention. As a result, attracting new buyers has become more important than ever,” Venu said in a statement on Wednesday.
The report ranks brands using Consumer Reach Points (CRPs), which measure how many households purchase a brand and how often they buy it.
Indomie secured the top spot, followed by So Klin, Mie Sedaap, Roma, Indofood, Royco, Kapal Api, NABATI, Masako, and Frisian Flag.
Meanwhile, smaller brands continued to gain momentum. They now account for 41% of all tracked brands, up from the previous year. More than half of them posted growth by offering relevant innovations and better value for consumers.
The report highlighted Desaku and Baby Happy as examples of brands that expanded successfully despite fierce competition.
Desaku attracted more than six million new buyers by offering affordable sachet packaging and strengthening its presence in traditional retail outlets.
Meanwhile, Baby Happy gained around 1.7 million new consumers through “buy more, save more” promotional campaigns.
Worldpanel Indonesia Marketing Lead Corina Fajriyani said sustainable growth depends on consistently attracting new buyers while understanding consumers’ evolving needs.
“The best-performing brands are those that continuously win new buyers while giving consumers more reasons to choose them,” Corina said.
