Food: One of Vietnam’s Strongest Industries in the Indonesian Market. But That’s Not Enough.
Food is one of Vietnam’s strongest industries in the Indonesian market. However, that alone is not enough for us to conquer the palate of a large number of consumers here. Understanding the culinary trends of the local people and having a suitable product strategy to blend with their tastes is the most crucial key.
Indonesian culinary trends are undergoing many changes, blending tradition with a more modern lifestyle. Below are some outlines related to these trends to help Vietnamese businesses gain a clearer view of the market.
Love for Traditional Indonesian Flavors
Indonesians frequently express their love for Indonesian culinary flavors and associate them with Indonesia’s traditional cultural values. Indonesian cuisine has many differences compared to other cuisines, such as the locals’ preference for strong, rich flavors like many sauces or sweet foods. However, this does not mean that our cuisine has no advantages in this market. On the contrary, if we know how to integrate traditional Indonesian tastes with the strengths of Vietnamese agricultural products, we will be more easily accepted by consumers here.
For example, Indonesians particularly love confectionery with pandan, durian, or tropical fruit flavors like mango, banana, jackfruit, etc. Brands with strengths in these flavors will be able to capitalize on existing market preferences, while other processing methods or additional ingredients will bring new experiences to attract young people.
Similarly, with coffee, Indonesia also has a coffee-drinking culture. Sharing a love for coffee, but Vietnamese coffee varieties with different processing methods like instant coffee, or with novel combinations like coconut coffee, egg coffee, salted coffee, etc., will attract market attention.
These combinations will help Vietnamese goods capture the growing trend of novelty purchases, especially among young consumers who want unique dining experiences.
Trend Towards Health-Conscious and Healthy Lifestyle Products
This trend is reflected in the transformation of many industries, showing the movement of societies, especially the middle class, towards a healthier lifestyle.
For example, in food, although foods with strong flavors, rich in protein, or very sweet are still the most popular, many consumers are switching to healthier options. Sugar-free, low-sugar confectionery products, or functional foods rich in fiber are experiencing strong sales growth. This trend opens up opportunities for Vietnam’s high-end processed tropical agricultural products such as granola, dried fruit, etc., as they meet taste preferences and are healthy, satisfying the snacking segment.
Health-supplementing foods are also a noteworthy consumer trend. Consumers often combine food with a specific health support need, such as confectionery with added vitamins, immune support, or improved gut health. In addition, organic food is also of interest to consumers in the archipelago, with steady sales growth in recent years.
Home Consumption and Eating
Indonesians are increasingly concerned about prices and managing spending due to inflation and especially the new VAT rate that will be applied in 2025. With the new tax causing prices to rise across the board, Indonesians will become even more price-sensitive and consider product value more carefully instead of spending impulsively.
In one study, 64% of respondents said they chose at-home experiences to save on dining and entertainment costs, while 57% preferred easy-to-use product formats. This is an opportunity for packaged pho, vermicelli, and glass noodles from Vietnam. Vietnamese pho is already widely loved in Indonesia, so instant pho packages offer a convenient Vietnamese flavor while saving costs for Indonesian kitchens.
In addition, frozen dumplings and wontons with seafood and beef fillings are also part of this convenient, nutritious, and affordable at-home trend. Moreover, these dishes are relatively close to Japanese and Chinese cuisine, which are two cuisines with a strong influence in Indonesia. As a result, these items will be more easily accepted by the market, especially if we can offer more competitive prices.
Food for Festivals or Community Events
Food remains the foundation of social interactions for Indonesians, especially young people. Indonesians love community events where they can share traditional Indonesian dishes or other appealing foods. Understanding this trend, we should design products with large packaging suitable for sharing at events.
On the other hand, Indonesia also has many religious festivals and cultural events where food plays an important role. Products with cultural significance related to these special occasions will be of interest.
To help Vietnamese brands easily reach Indonesian consumers, SKYPERRY is launching the SEAcommerce program in 2025. The program provides a seamless service package from taste preference consultation to building overall marketing activities, and most importantly, promoting sales through a network of food KOLs here. Brands are also supported with import and export and order processing right in Indonesia. For more details, please leave your information here:
