Free from dairy milk and free from meat chilled meat substitutes continued to account for the majority of sales of free from products in Indonesia in 2020 as they tend to be very familiar to Indonesian people. In particular, products such as soy drinks and mung bean drinks have long been popular among the Indonesian population.
Free from lactose special baby milk formula saw further positive growth in 2020 as it is tailored to a specific niche who are lactose intolerant. However, with more of the consumer base of this product working from home due to COVID-19 and therefore having more time to breast feed, the overall demand for standard milk formula saw a slight decline, which also affected the growth of free from lactose milk formula targeted at babies under six months.
Free from dairy milk is experiencing polarisation whereby products such as Ultra Sari Kacang Ijo by Ultrajaya Indonesia and ABC Susu Kacang by ABC Indonesia PT are still growing due to their affordable pricing and wide availability across various channels including independent grocery retailers. On the other hand, premium products, such as rice milk, oat milk and almond milk, are also gaining popularity as they are perceived to be healthier options and good dairy substitutes for many middle- to higher-income households.
Free from packaged food is expected to record further growth over the forecast period to 2025, with chilled meat substitutes and free from dairy milk continuing to account for the majority of sales. The market for chilled meat substitutes is considered to be largely fragmented in Indonesia as a large portion of products such as tofu and tempe are mainly unbranded and available in both packaged and unpackaged formats, while another large segment come from regionally produced branded products.
Outside of free from milk alternatives and free from meat substitutes, sales of free from products should remain limited in Indonesia. Many consumers are unaware of the existence of many of the products sold outside of the country’s two core free from categories, with manufacturers thus reluctant to get involved.
Artisanal brands remain an important part of the competitive environment in free from. Towards the end of the review period, consumer interest in free from products increased due to rising health consciousness, as well as the general spike being seen in consumer interest in healthier lifestyles.
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Understand the latest market trends and future growth opportunities for the Food Intolerance industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Food Intolerance research and analysis database.
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