Fortified/Functional Packaged Food in Indonesia

2020 IMPACT

More cooking at home due to COVID-19 boosts sales

Fortified/functional packaged food remained the highest contributor to overall sales in the health and wellness market in 2020 as the category is more developed with sales spread across various products areas, including snacks, dairy, cooking ingredients, and staples. In addition, there is diversity in terms of the types of fortification, including vitamins, calcium and probiotics.

Few product shortages due to COVID-19

In general, there were not many product shortages experienced in retail due to COVID-19 in 2020. Despite initial shortages between March and April due to panic buying and stockpiling, the situation was quickly resolved, especially for pantry staples like rice and edible oils as their supply is controlled by the government agency.

Immune-boosting FF yoghurt popular

Fortified/functional yoghurt has gained popularity as there are emerging consumers that are beginning to include drinking yoghurt as part of their daily diet. Yoghurt is known for helping gut health and, by adding more fortified ingredients such as probiotic functions, it is also popular amongst parents who choose fortified products for their children.

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