Indonesia Spreads Market Overview, 2031

The spreads market in Indonesia has undergone substantial changes in recent years, influenced by both local culinary traditions and the growing global trends in food consumption. Traditionally, spreads such as selai kacang (peanut butter), kaya (a sweet coconut jam), and margarine have been integral parts of the Indonesian diet, especially during breakfast or as snacks. Kaya is a beloved spread made with coconut milk, eggs, and sugar, often eaten with bread or rice cakes, while selai kacang has long been favored for its rich, nutty flavor and protein content, widely used in sandwiches or as a dip for crackers. However, as Indonesia continues to urbanize and its consumer base becomes increasingly exposed to global food trends, the spreads market has diversified. Global dietary patterns, the influence of international brands, and increased awareness of health-conscious eating have caused a shift towards more varied and innovative spread options. This shift has been driven by changing lifestyles, with younger consumers, particularly in major cities like Jakarta and Surabaya, looking for more diverse options that include both indulgent and health-conscious products. The increasing availability of a wide range of imported and local spreads, including nut butters, chocolate spreads, and fruit jams, has transformed the market into a more dynamic and diverse segment, catering to a wide variety of consumer needs. Indonesian consumers, especially the younger generation, are now seeking products with clean, simple ingredients, and fewer preservatives. They are also looking for organic alternatives to conventional spreads, with brands focusing on offering products that align with these evolving consumer preferences. For example, almond butter, coconut-based spreads, and other nut-based butters have become increasingly popular as consumers look for spreads that offer a healthier, plant-based alternative to traditional options.

According to the research report, "Indonesia Millets Market Outlook, 2031," published by Bonafide Research, the Indonesia Millets market is anticipated to grow at more than 8.38% CAGR from 2026 to 2031. As the Indonesian market continues to evolve, there is a growing demand for healthier, cleaner-label products that cater to the increasing awareness of health and wellness. The rising popularity of healthier spreads is largely driven by a more health-conscious consumer base, particularly among millennials and Gen Z, who are more likely to prioritize nutritional value and sustainability when making food choices. Peanut butter, which remains one of the most widely consumed spreads in Indonesia, is now being marketed in organic and reduced-sugar variants to meet the rising demand for better-for-you products. Brands such as ABC, Indofood, and Del Monte have responded to this shift by introducing lower-sugar, organic, and protein-fortified peanut butters, aiming to appeal to consumers who are increasingly avoiding refined sugars and artificial additives. The trend towards health-conscious eating is also fueling the popularity of nut butters made from other nuts, such as cashews, almonds, and macadamia nuts. These nut-based alternatives are seen as nutrient-dense and rich in healthy fats, making them a popular choice among people who are focused on fitness, weight management, and overall wellness. Additionally, there is an increasing demand for fruit-based jams and spreads made from locally sourced tropical fruits like papaya, guava, mango, and passion fruit. Local brands such as Fruitama have capitalized on this trend by offering jams and fruit spreads that use less sugar and emphasize natural, clean ingredients. The rise of functional spreads that offer additional health benefits, such as those fortified with protein, omega-3 fatty acids, fiber, or probiotics, has also gained significant traction. For example, high-protein peanut butters have been introduced to meet the growing demand for convenient, nutritious snacks that provide an energy boost and satisfy hunger.

Indonesia’s spread market is deeply influenced by both its traditional food culture and the increasing exposure to international food trends. Spreadable fats, especially margarine and butter, remain essential parts of the Indonesian diet, typically enjoyed with bread, rice cakes, or as toppings for pastries and savory dishes. Margarine is often favored due to its affordability and versatility, while butter is associated with more indulgent uses, such as in baking or in preparing premium dishes. As a result, brands like Blue Band and Sumber Sari, which are major producers of margarine and butter, dominate the conventional spreads market. These products are commonly found in most Indonesian homes, especially in rural and suburban areas, where they continue to be an affordable and reliable option for families. In addition to butter and margarine, fruit jams made from Indonesia's vast array of tropical fruits remain highly popular. Brands like Fruitama, which produces jams from local fruits such as papaya, guava, and passion fruit, have successfully tapped into the market by offering unique, exotic flavors that appeal to both local and international consumers. The demand for chocolate spreads has also increased significantly in recent years, fueled in part by the global popularity of brands like Nutella. As urban centers like Jakarta and Bali become more exposed to international food trends, local brands like Indofood and Makanan Nusantara have introduced their own versions of chocolate spreads, often incorporating local ingredients such as coconut, palm sugar, and spices like cinnamon and pandan. Chocolate spreads have become a popular choice for breakfasts, desserts, and snacks, and their versatility makes them appealing to consumers of all ages. Furthermore, savory spreads like sambal, a spicy chili paste that forms an essential part of Indonesian cuisine, have become more readily available in convenient, ready-to-use packaging. Sambal is used as a condiment for a variety of dishes, from rice and noodles to grilled meats and vegetables. Brands like ABC and Sambal Oelek have successfully capitalized on this demand, offering a variety of sambals and spicy spreads that cater to local tastes, particularly in regions where chili and spice are a central part of the culinary culture.

In Indonesia, the spread market is becoming increasingly segmented, with both conventional and organic/plant-based spreads showing strong growth. Conventional spreads like margarine, butter, fruit jams, and chocolate spreads continue to hold significant market share, especially in rural areas and among consumers who prioritize affordability and tradition. Major players like Indofood, ABC, and Fruitama dominate this segment by offering products that cater to the tastes and needs of the average Indonesian household. These products are typically rich, creamy, and affordable, making them accessible to a broad range of consumers across the country. However, the demand for organic and plant-based spreads is rapidly gaining momentum, particularly in more urbanized areas such as Jakarta, Surabaya, and Bali. In these regions, health-conscious consumers are seeking out spreads that contain fewer preservatives, less sugar, and natural, clean ingredients. The rise of plant-based eating has also contributed to the growing popularity of vegan spreads, including nut butters made from almonds, cashews, and hazelnuts, as well as spreads made from seeds, such as sunflower and chia. Local producers like KacangCoco and Nusantara Nut Butter offer a range of organic, plant-based options that cater to this demand. These products are particularly appealing to younger consumers who are more aware of sustainability, ethical consumption, and the environmental impact of their food choices. In addition to plant-based options, the organic trend has led to an increase in demand for jams and spreads made from fruits grown without the use of synthetic pesticides and fertilizers. Brands like Jamu Ratu, which produces organic jams made from tropical fruits such as mangosteen and dragon fruit, are gaining popularity among consumers who prioritize organic farming practices and want to support sustainable agriculture. The growing interest in organic, plant-based, and functional foods has prompted more Indonesian manufacturers to innovate and develop products that align with these evolving trends, helping to shape a more diversified and competitive market.

The distribution channels for spreads in Indonesia are diverse, with both modern retail outlets and traditional markets playing important roles in the spread market. Supermarkets and hypermarkets, such as Carrefour, Hypermart, and Giant, are the primary retail channels for spreads, offering a wide variety of products from both local and international brands. These large stores provide convenience and easy access to a broad selection of spreads, ranging from conventional peanut butter and margarine to more specialized, organic, and plant-based options. Smaller retail outlets like Indomaret and Alfamart also play an important role in distributing spreads, particularly in suburban and rural areas where convenience and price are key considerations for consumers. These retail stores often offer affordable and accessible spread options, including peanut butter, margarine, and jams, making them a popular choice for Indonesian families. Additionally, convenience stores such as 7-Eleven and local independent shops offer on-the-go options for consumers looking for small, single-serve packages of spreads like peanut butter and chocolate spreads. These stores are particularly popular in urban areas, where busy lifestyles and the need for quick, easy meals drive demand for portable food options. E-commerce platforms like Tokopedia, Bukalapak, and Lazada have also seen significant growth in recent years, allowing consumers to access a wide range of spreads from both local and international brands, often with the added convenience of home delivery. This has been especially important during the COVID-19 pandemic, as more consumers turned to online shopping for both convenience and safety. Foodservice and direct sales channels are also becoming increasingly important, particularly in artisanal markets, where local producers sell homemade jams, nut butters, and honey-based spreads directly to consumers. Farmers’ markets and specialty food fairs in major cities like Jakarta, Yogyakarta, and Bali have become popular venues for these products, offering consumers the opportunity to purchase unique, locally made spreads while supporting small-scale producers. 



Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Spreads Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Spreadable Fats (Butter, Margarine & Cheese)
• Fruit Jam & Preserve Spreads
• Nut Based Spreads
• Chocolate Spreads
• Savory Spreads
• Honey Based Spreads

By Nature
• Conventional
• Organic / Plant Based

By Distribution Channel
• Hypermarket & Supermarket
• Convenience Store
• Online
• Others (Foodserive & Direct Sales)