Ramadan 2026:
One Spirit, Many Realities
I am pleased to introduce the Indonesia FMCG Outlook Report for 2026. Each year, Worldpanel delivers comprehensive insights into the country’s dynamic FMCG sector, uncovering shifts in consumer purchasing behavior and emerging trends across...
Festive 2026 Realities
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FMCG consumption during Ramadan 2026 reveals two parallel scenarios within the Indonesian market. At the heart of the celebrations remains a collective spirit that is shared across the region’s households. However, this year’s shopping behaviour demonstrates the increasingly diverse realities that consumers are experiencing
While the festive season continues to deliver growth for FMCG brands, the dynamics behind it are becoming more fragmented — shaped by socio-economic disparities, shifting consumer priorities, and evolving consumption occasions.
FMCG spending during Ramadan 2026 remained on a positive trajectory — rising 12.8% compared with the pre-festive period, and up 3.3% on 2025 — but the year-on-year growth was slower than in 2025, when it hit 4.1%. Overall, value sales are greater, reflecting a higher baseline for growth. The uplift is still perceptible, but momentum is softening — especially among mid-to-lower socio-economic segments (SES) — indicating that shoppers have become more cautious in their consumption habits.
The trend is illustrated by mixed spending behaviour across the different SES groups. Households in the higher echelon are more willing to increase their spending, while lower-SES shoppers remain prudent. This signals widening purchasing power gaps within the Indonesian market.
At the same time, FMCG continues to play an essential role during Ramadan, consistently ranking within households’ top five spending priorities. However, consumers are allocating a larger chunk of their budgets to other priorities — including fashion, fresh foods, and festive cash gifting.
