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Retail in Indonesia

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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 the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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 Retailing 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 Retailing in Indonesia?
  • Which are the leading retailers in Retailing in Indonesia?
  • How are products distributed in Retailing in Indonesia?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Indonesia?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Indonesia

Retail in 2022: The big picture
2022 key trends: number of retail outlets slows in 2022
Price promotions serve to boost store traffic
Continued shift to online platforms
Fintech accelerates financial inclusion
What next for retail?
Informal retailing
Opening hours for physical retailers
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Eid al-Fitr/Lebaran
School holidays
Harbolnas (national online shopping day)
Christmas
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Indonesia

KEY DATA FINDINGS

Continued growth, but outlet expansion rate begins to decline
Alfamart usurps Indomaret to become leading player
Increased focus on digital payments
Further growth expected, as leading players exploit untapped cities
Price discounts and digital financial solutions will ensure customer loyalty
Focus on younger consumers
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027

Supermarkets in Indonesia

KEY DATA FINDINGS

Sales see an upturn in 2022, with standalone outlets leading the way
Competition from convenience stores and e-commerce
Price promotions remain a key feature
Wider variety of fresh produce will give supermarkets competitive advantage over convenience stores
Focus on smaller formats in residential locations
Promotions will continue to draw in customers
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Supermarkets GBO Company Shares: % Value 2018-2022
Table 68 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Hypermarkets in Indonesia

KEY DATA FINDINGS

Positive growth in 2022, following end of pandemic-related restrictions
Number of outlets increases, thanks to expansion plans of existing and new players
Growing focus on omnichannel strategies
Continued competition from smaller format retail outlets, as well as e-commerce
Hypermarkets to scale back their selling space and review their product portfolios in a bid to increase profitability
Focus on high turnover products
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Small Local Grocers in Indonesia

KEY DATA FINDINGS

Improved performance in 2022, but sales remain below pre-COVID-19 levels
Continued decline in number of outlets, with small pack sizes growing in importance
Small local grocers go digital
Full recovery remains some years away, thanks to enduring impact of COVID-19 on lower-income segment
Number of outlets will not recover to pre-pandemic levels
Government support for small grocery outlets is expected to ensure their long-term survival
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 82 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

General Merchandise Stores in Indonesia

KEY DATA FINDINGS

Sales remain well below pre-pandemic levels in 2022, as department stores continue to suffer from challenging trading conditions
Matahari Department Store retains its leadership amid rapid growth of Sogo chain
Matahari Department Store retains its leadership in 2022 amid the rapid growth of Sogo chain
Value sales will not recover during forecast period, due to sluggish performance of department stores channel
Variety stores will continue to find favour with consumers, due to their ability to offer unique products at attractive prices
Increased collaboration expected with third party e-commerce players
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 90 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027

Apparel and Footwear Specialists in Indonesia

KEY DATA FINDINGS

Buoyant sales in 2022, following return to pre-pandemic lifestyles
Stagnant outlet growth in 2022
Mitra Adi Perkasa retains its leading position
Strong recovery expected
Shift away from formalwear towards more casual clothing
Players will continue to pursue omnichannel strategies, in the face of outlet stagnation
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Appliances and Electronics Specialists in Indonesia

KEY DATA FINDINGS

Mobile phone promotions and trends towards remote working boost sales in 2022
Number of outlets continues to decline
Erajaya Swasembada Tbk PT retains its leading position
Slow recovery for large, expensive appliances
Mobile phones will lead growth
Enhanced in-store experience will help to encourage footfall
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Home Products Specialists in Indonesia

KEY DATA FINDINGS

Positive growth in 2022, thanks to economic resilience of middle to high income segment
Positive outlet growth in 2022, led by pet shops and superstores
Ace Hardware Indonesia retains its lead amid intense competition from Catur Mitra Sejati Sentosa
Healthy growth expected, although price sensitivity within the middle to lower income segments will continue to impact the category
Slowdown in outlet expansion, as IKEA brings its products closer to consumers
Intensified challenges coming from e-commerce
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 113 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 115 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 116 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027

Health and Beauty Specialists in Indonesia

KEY DATA FINDINGS

Improved performance in 2022, thanks to return to pre-pandemic lifestyles
Leader Kimia Farma Apotek loses share, in face of competitor expansion
Local and halal products gain prominence
Pharmacies to lead value growth, thanks to health and wellness focus
Expansion in terms of number of outlets and selling space as players pursue O+O strategies
Younger consumers to play key role in driving growth
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027

Direct Selling in Indonesia

KEY DATA FINDINGS

Improved performance in 2022
Channel is compatible with lifestyle patterns
Herbalife Indonesia PT retains its leading position, as some players switch to e-commerce
Flexibility and freedom of direct selling model will attract Millennials
Challenge from e-commerce will prompt changes in selling patterns
Beauty and personal care and consumer health will remain biggest contributors to sales, but food will show most dynamic performance
Table 133 Direct Selling by Product: Value 2017-2022
Table 134 Direct Selling by Product: % Value Growth 2017-2022
Table 135 Direct Selling GBO Company Shares: % Value 2018-2022
Table 136 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 137 Direct Selling Forecasts by Product: Value 2022-2027
Table 138 Direct Selling Forecasts by Product: % Value Growth 2022-2027

Retail E-Commerce in Indonesia

KEY DATA FINDINGS

Continued strong value growth in 2022
Appliances and electronics remain biggest contributor to the category
Sea Ltd and GoTo Gojek Tokopedia Tbk PT maintain their leading positions
Positive growth predicted, but at a slower rate than during the review period
E-commerce players will need to focus on improving shipping to rural areas, as well as upgrading the entire customer experience
Government initiatives, combined with foreign investment, will have a positive impact on the category
Table 139 Retail E-Commerce by Channel: Value 2017-2022
Table 140 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 141 Retail E-Commerce by Product: Value 2017-2022
Table 142 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 143 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 144 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 145 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 146 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 147 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 148 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
        • Consumer Appliances Direct Selling
        • Consumer Electronics Direct Selling
        • Toys and Games Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
        • Home Care Direct Selling
        • Home and Garden Direct Selling
        • Pet Care Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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