Competitive Landscape
Upfield Indonesia Pt Secures Dominant Position as Premium Loyalty Endures
Butter and spreads in Indonesia is highly concentrated, with Upfield Indonesia PT predicted to hold a majority share of 52% in 2026, followed by Salim Ivomas Pratama Tbk PT with 14% and Bina Karya Prima PT with 13%. Over the period from 2021 to 2026, the concentration has remained stable, with Upfield Indonesia PT consistently maintaining its lead, showing only a slight decrease from 54% in 2021.
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Overview:
Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Butter and Spreads industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Butter and Spreads in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Butter and Spreads in Indonesia?
- Which are the leading brands in Butter and Spreads in Indonesia?
- How are products distributed in Butter and Spreads in Indonesia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Butter and Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Indonesia?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Butter and Spreads in Indonesia - Category analysis
Key Data Insights
Butter and Spreads Summary
Blueband and Palmia Drive Affordable Choices as Price Sensitivity Rises
Margarine and Spreads Remains the Largest, While Butter Experiences Fastest Growth
Blueband’S Sub-Brand Strategy Keeps Loyalty as Shoppers Trade Down
Value Brands Anticipated to Expand Reach as Distribution Outpaces Innovation
Margarine and Spreads Set to Secure Dominance as Butter Remains Niche
Distribution-Focused Brands Expected to Capture Growth as Price Trumps Innovation
Upfield Indonesia Pt Secures Dominant Position as Premium Loyalty Endures
Small Local Grocers Expand Reach as Warungs and Toko Bahan Kue Meet Daily Demand
Convenience Stores and E-Commerce Grow as Multipack Margarine Attracts New Shoppers
Pack Architecture Becomes Primary Innovation Lever
Recent Launches Highlight Format and Formulation Specifics
Business Impact Is Defined by Channel Design and Competitive Consequences
Dairy Products and Alternatives in Indonesia - Industry Overview
2026 Developments
Key Data Insights
Functional Snacking Fuels Resilience as Affordability Challenges Rise
Yoghurt Innovation Drives Growth While Core Staples Stabilise
Cimory and Frisian Flag Drive Festive Snacking with Localised Launches
Consumers Anticipated to Shift to Smaller Packs as Affordability Remains Key
Functional and Fortified Products Set to Drive Value for Core Dairy
Digital Engagement and Policy Reform Expected to Shape Future Innovation
Frisian Flag Indonesia Pt and Nestlé Indonesia Pt?Defend Share as Emerging Brands Rise
Emerging Companies Fuel Niche Innovation and Gradual Gains, While Bel S.A. Acquires a Stake in Prochiz
Small Local Grocers and Modern Trade Split Roles as Innovation Reshapes Shopping Habits
Convenience Stores and E-Commerce Accelerate as Shoppers Seek New Experiences
Brands Respond to Pack-Size Economics with Format Diversification
Challenger Brands Engineer Distinct Product Propositions
Gradual Share Gains and Capability-Building Shape Business Impact
Country Reports Disclaimer
The following categories and subcategories are included:
Butter and Spreads
- Butter
- Cooking Fats
- Margarine and Spreads
Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Butter and Spreads research and analysis database.
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