Indonesian Beverage Companies Navigate Changing Consumer Preferences

Adapting to Health-Conscious Trends

The Indonesian food and beverage industry is experiencing significant shifts as consumers increasingly prioritize health-conscious choices. Recent market data shows that several major manufacturers of sweetened beverages have recorded declining sales as consumers move away from sugary drinks and ultra-processed foods (UPF).

Sales Performance of Major Players

• PT Ultrajaya Milk Industry Tbk (ULTJ) reported a 4.6% year-on-year (YoY) decline in its beverages segment through September 2025, according to Stockbit Sekuritas research dated December 9, 2025.
• PT Mayora Indah Tbk (MYOR) also experienced a 1.2% YoY decrease in packaged beverages processing during the same period.

Strategic Responses to Market Challenges

In response to these changing consumer preferences, Indonesian beverage manufacturers are implementing various adaptation strategies. While specific details of these strategies were not disclosed in the report, industry observers note that companies are likely focusing on product reformulation, portfolio diversification, and marketing adjustments to better align with health-conscious consumer trends.

Market Implications

The declining consumption trend of sugary beverages and UPF presents both challenges and opportunities for manufacturers. Companies that successfully adapt their product offerings and business strategies to meet evolving consumer demands are likely to maintain or enhance their market positions. Conversely, those that fail to respond effectively may face continued sales declines and potential market share erosion.