Packaging in 2025: the big picture
In 2025, Indonesia's packaging landscape across food, beverages, alcoholic drinks, beauty and personal care, home care and pet food was shaped by the enduring dominance of low-cost flexible formats, the scaling of refillable systems, and an accelerating shift towards recyclable, recycled-content and fibre-based packaging. Unit volumes rose across most industries, supported by a large, young and increasingly urban population, rising middle-class spending and the spread of e-commerce, although constrained purchasing power kept the focus firmly on affordable, single-serve packs. The sachet economy remained the defining feature of mass-market packaging, from shampoo and detergent to kecap manis and creamers, while glass advanced through premiumisation in skin care, fragrances and condiments, and paper-based cartons and tubs gained ground in confectionery, baby food, ready meals and gifting. Recycled content moved further into the mainstream of beverages, while refill stations and pouches expanded in home and personal care. Government nutrition policy lifted demand for affordable dairy, while a cocoa-cost shock weighed on confectionery. The defining regulatory development was the government's move to make extended producer responsibility for packaging mandatory rather than voluntary, building on the producer waste-reduction roadmap and the national circular-economy agenda. The cumulative effect was a market pivoting towards circularity and recyclability while remaining anchored to the affordability that underpins Indonesian consumption.
2025 key trends
Two trends stood out in 2025. The first was the scaling of refillable and reuse systems as a credible response to Indonesia's flexible-packaging waste challenge. The second was the accelerating migration from plastic to fibre, driven by the producer waste-reduction roadmap and premiumisation. Paper-based containers were standout performers across several categories, surging in confectionery, baby food cereals, and ready meals and instant soup, while liquid cartons anchored the fast-growing plant-based dairy aisle. Together, these two levers — designing reuse into the value chain and replacing hard-to-recycle laminates with recyclable fibre and mono-material structures — defined how Indonesian brands began to reconcile affordability with growing expectations around recyclability.
Affordability and sustainability redefine Indonesian food packaging
In 2025, food packaging remained anchored to Indonesia's sachet economy even as fibre, glass and recycled content advanced. Dairy, the largest food packaging category, grew by 4% to 16,123 million units, lifted by expanding domestic milk processing and the government's Makan Bergizi Gratis (free nutritious meals) programme, launched in January 2025, which channels UHT milk in single-serve cartons to schoolchildren. Flexible sachets and pouches led the category at 40% (6,442 million units) and were also the most dynamic group, rising 8% on sweetened condensed milk and creamer sachets from players such as Frisian Flag Indonesia and Indolakto. PT Ultrajaya Milk Industry's Ultra Milk strengthened its aseptic UHT carton business. Flexible packaging was even more entrenched in sauces, dips and condiments, where sachets and pouches accounted for 91% of units, the highest flexible share of any category, with Bango selling its kecap manis in a 520ml refill pouch at around Rp25,500. Fibre was the clearest growth story elsewhere; paper-based containers surged 15% in confectionery as gifting cartons and board tubs offset a cocoa-cost shock that pushed cocoa futures to a record near USD12,000 per tonne in late 2024, and rose 79% in the fast-expanding meals and soups category. Glass anchored premium sweet spreads at 46% of units, led by brands such as Morin, while metal cans retained their position in shelf-stable sardines, corned meat and vegetables under SNI and BPOM food-safety standards. Across categories, the producer waste-reduction roadmap and national circular-economy agenda strengthened the case for lightweighting, recycled resin and recyclable mono-material designs, even as affordability continued to favour flexible formats.
Recycled-content PET and lightweighting reshape soft drinks packaging
In 2025, soft drinks packaging volumes in Indonesia were broadly flat, edging up by less than 1% to 47,150 million units as weakened purchasing power held back off-trade consumption and producers leaned on smaller, affordable packs, unit-price increases and promotions to defend value. Rigid plastic, overwhelmingly PET bottles and single-serve cups, remained by far the dominant format at 41,012 million units, supported by resilient bulk bottled water demand tied to hygiene and at-home consumption, while metal slipped to 920 million units as the higher-priced format ceded ground. Glass was the best-performing pack type group, rising 3% to 1,796 million units on returnable bottles in ready-to-drink tea and modest premiumisation. The more consequential material story sat within rigid plastic, where recycled content and lightweighting advanced rapidly: Coca-Cola Europacific Partners rolled out bottles made from 100% recycled PET, excluding cap and label, across Coca-Cola, Fanta and Sprite in a 390ml format and Sprite Waterlymon in a 425ml clear bottle, fed by a domestic bottle-to-bottle recycling plant in West Java, while Danone's AQUA Life still water moved to 100% recycled plastic and producers lightweighted bottle necks and caps. With Indonesia's PET recycling rate projected to roughly double by 2030, the direction of travel favours mono-material PET and HDPE, higher recycled content and participation in collection and plastic-credit schemes, even as low-cost small bottles and cups retain their commercial primacy.
Aluminium cans overtake glass as canned beer drives alcoholic drinks packaging
In 2025, alcoholic drinks packaging in Indonesia grew strongly, with total retail volumes rising by 5% to 468 million units, driven by beer, the country's dominant alcoholic drink, and supported by ready-to-drink products. Metal became the largest pack type group at 261 million units, almost entirely aluminium beverage cans, reflecting cans' suitability for Indonesia's hot climate, convenience-led consumption and modern retail. Metal grew 8% as canned beer expanded, with market leader Multi Bintang, part of HEINEKEN, growing its Bintang portfolio and launching canned Bintang Arak Jeruk & Madu in January 2025, while Bali Hai released a special-edition Draft Beer can in July 2025. Glass followed at 206 million units, used primarily for beer and a limited range of other drinks, while paper-based containers remained a negligible niche at around 1.6 million units. The structural development of the year was the government's move to make extended producer responsibility mandatory: around World Environment Day in June 2025, the Environment Minister announced that the previously voluntary scheme, rooted in Law 18 of 2008 and Ministerial Regulation 75 of 2019, would become compulsory, with phased implementation towards a national target of fully managing waste by 2029. For alcoholic drinks producers, this reinforces the packaging advantages of highly recyclable materials such as aluminium and glass.
Refill networks and premium glass define beauty and personal care packaging
In 2025, beauty and personal care packaging in Indonesia grew by 6% to 9,452 million units, supported by a large, young population, rising middle-class spending and strong demand for skin care, hair care and hygiene products. Flexible packaging remained the largest pack type group at 4,156 million units, or 44% of the total, reflecting the ubiquity of single-use sachets in shampoo, conditioner and skin care, led by flexible plastic, while rigid plastic followed at 3,738 million units, dominated by squeezable plastic tubes and HDPE bottles, and paper-based folding cartons reached 1,244 million units as premiumisation and gifting broadened the mix. Glass was the best-performing group, surging 15% to 209 million units, led by jars and bottles as premium skin care and fragrances expanded. Sustainability and regulation increasingly shaped brand activity. Unilever Indonesia scaled its refill model with Alner across around 1,000 manual refill stations in warungs and waste banks, while Watsons ran its Garnier-backed “Do Good Box” recycling scheme. Against a backdrop of roughly 7 million tonnes of plastic waste generated annually, the government's move to make extended producer responsibility mandatory — confirmed by Environment Minister Hanif Faisol Nurofiq in August 2025 — strengthened the case for recycled-content tubes and bottles, refillable systems and mono-material designs. At the same time, flexible packaging is forecast to lose volume as brands move away from hard-to-recycle multi-layer sachets, signalling a gradual shift away from one of Indonesia's most entrenched packaging formats.
Aerosols and sachets power home care packaging growth
In 2025, home care packaging in Indonesia rose by 9% to 5,486 million units, the fastest growth among comparable markets, supported by population growth, urbanisation and rising consumption across laundry care, surface care, air care and insecticides. Flexible packaging remained the largest pack type group at 3,085 million units, led by flexible plastic sachets for detergents and surface care, alongside blister and strip packs, reflecting the dominance of single-serve, affordable formats in a price-sensitive market. Paper-based folding cartons formed the second-largest group at 1,163 million units, while metal reached 710 million units and rigid plastic 475 million units. Metal was the best-performing group, rising 21% to 710 million units, driven almost entirely by aerosol cans used in air care and home insecticides, while thin-wall plastic containers rose 20% and paper cartons grew 9%. Sustainable-format innovation centred on reuse, with Unilever scaling its low-tech Alner refill stations across warung stores and waste banks alongside its wider Community Refill Programme. The government's move to make extended producer responsibility mandatory — building on the voluntary Roadmap for Waste Reduction by Producers under Ministerial Regulation 75/2019, which targets a 30% reduction in producer-generated waste by 2029 — is strengthening the case for recyclable mono-material sachets, recycled content and scalable refill systems.
Resealable pouches lead a convenience-driven pet food market
In 2025, dog and cat food packaging in Indonesia rose by 1% to 301 million units, supported by rising pet ownership, the shift from home-prepared meals to commercial pet food and the introduction of premium products. Flexible packaging was the best-performing pack type, growing 4% to 180 million units, as plastic pouches in dog food and aluminium/plastic pouches in cat food proved the most dynamic formats, valued for their light weight, cost efficiency, strong moisture and oxygen barriers — important in Indonesia's humid climate — and resealable convenience. Metal cans retained a notable share for their durability and premium image but lost ground to pouches, while aluminium trays remained a niche format used mainly for premium or imported products. Sustainability and regulatory pressures increasingly shaped packaging choices: global brands moved towards recyclable and mono-material pouches, with Mars introducing Sheba pouches made with food-safe recycled plastic and Nestlé Purina piloting polypropylene-based recyclable pouches to address the recyclability challenges of multi-layer structures. Local launches reinforced the convenience trend, from Holycatlabs Mix Cat Dry Food in compact resealable PET bottles and Catpow freeze-dried treats in transparent PET jars to Num Num creamy snacks in resealable screw-closure pouches. With the 400g pack size gaining traction as a practical middle ground between value and convenience, packaging volumes are forecast to grow at a CAGR of 2% to 327 million units.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Indonesia?
- Which are the major pack types and how are they performing in Indonesia?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Indonesia?
- Where is future growth expected to be most significant?
Packaging Industry in Indonesia
Packaging in 2025: the big picture
2025 key trends
Affordability and sustainability redefine Indonesian food packaging
Recycled-content PET and lightweighting reshape soft drinks packaging
Aluminium cans overtake glass as canned beer drives alcoholic drinks packaging
Refill networks and premium glass define beauty and personal care packaging
Aerosols and sachets power home care packaging growth
Resealable pouches lead a convenience-driven pet food market
A national roadmap sets Indonesia's circular-economy course to 2045
The producer waste-reduction roadmap moves towards mandatory EPR
Food-contact safety and labelling standards underpin consumer trust
Recycled content and refill systems lead packaging innovation
Pack-size and material trends follow convenience and affordability
Indonesia's circular-economy direction shapes the outlook
Country Reports Disclaimer
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and Seafood Substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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