Indonesia’s food and beverage (F&B) industry is constantly evolving. There is always movement, innovation, and tight competition. However, the last few years have brought significant changes. Consumers no longer make decisions based solely on taste or price. A new wave of consciousness is shaping the industry landscape. Indonesian consumer behavior is now heavily influenced by global trends. Big issues, such as climate change, personal health, and economic stability, are being felt at the dining table.
The Increasingly Conscious Consumer
Global concerns have now become local concerns. Consumers are becoming increasingly concerned about the environmental impact of their consumption. Health issues, both physical (like obesity) and mental, are top priorities. Furthermore, the economic situation makes the affordability of nutritious food crucial.
This phenomenon is driving one main demand from consumers: transparency. Consumers want to know what is actually inside their products. They demand safety, honesty, and openness from the brands they trust. The era of marketing that is just “sweet on the surface” is over. Consumers want proof behind every claim.
Unpacking Trends in Each Product Category
These new demands manifest differently in each F&B product category. Understanding them is the key to staying relevant.
1. Beverages: From Refreshing to Functional
In the beverage category, especially non-alcoholic ones, consumers seek a premium experience. Unique taste and freshness are standard. However, there is a major shift towards “smarter” soft drinks. Factors such as halal certification, the use of natural ingredients, and fortification (the addition of vitamins or minerals) are major attractions. Consumers don’t just want to quench their thirst; they want drinks that provide added value to their bodies.
2. Staple Foods: Halal, Healthy, and Affordable
For staple categories like bread, cereals, dairy, meat, and fish, the priorities are clear. Food safety and halal certification are non-negotiable. After that, consumers weigh health benefits, freshness, and price. Interestingly, fish and seafood consumption in Indonesia is recorded as higher than the global average, showing a strong local preference for this protein source.
3. Meal Components: Balancing Taste and Convenience
Categories like spreads (jams, margarine) and ready meals continue to grow. Here, consumers seek a delicate balance: a delicious taste, freshness, health benefits, a trusted brand, and the right price. For spread products, both savory and sweet, “halal” and “natural ingredients” claims are key differentiators on supermarket shelves.
4. Snacks & Treats: The Growing Search for “Healthy Indulgence”
The world of snacks and treats is undergoing a transformation. The combination of halal certification and natural ingredients is highly sought after. Consumers want to enjoy snacks without guilt. Of course, taste and price are still primary factors for cakes and sweet goods. However, for categories like cereal bars, claims like “rich in protein” or “high in fiber” become very strong selling points.
5. Plant-Based & Special Diets: Health and Sustainability
The growth of plant-based products is driven by two pillars: health and sustainability. Younger consumers, in particular, see this as a lifestyle choice. There is also high interest in sports nutrition and functional nutrition products. In this category, the biggest challenge is achieving a good taste. Meat and dairy substitutes must still taste good. This is where the role of a flavor company becomes vital, ensuring important factors like halal, protein, and natural ingredients are maintained without sacrificing taste.
Answering the Flavor Challenge with the Right Partner
Examining these trends, it is evident that “flavor” is no longer solely about being tasty or not being tasty. Flavor is now about the experience—whether it is natural, authentic, healthy, and responsibly produced.
For F&B companies, meeting all these demands is a complex challenge. It requires deep R&D innovation, strong market understanding, and the technical ability to create desired flavor profiles using “clean” or clean-label ingredients.
This is an area where working with the right partner can make a huge difference. An experienced flavor manufacturing company not only provides flavorings but also offers a range of complementary products. They provide solutions. They help translate complex consumer trends into successful market products.
Partnering with Falmont, as a leading flavor manufacturing company in Asia, is a strategic step to answer this challenge. Falmont possesses the technical expertise and deep understanding of the Indonesian F&B landscape. With a focus on innovation, quality, and compliance (including halal), Falmont helps food and beverage (F&B) producers create products that not only meet but also exceed modern consumer expectations.
In an ever-changing market, having an innovative flavor partner is the key to winning the hearts and loyalty of consumers.