Unifam's 2025 Strategy: Market Expansion and Product Innovation

Business Performance Improvement

PT United Family Food (Unifam), a prominent player in Indonesia's FMCG sector, has been implementing comprehensive expansion strategies throughout 2025. The company's Executive Director, Ongkie Tedjasurja, reported that Unifam's business performance showed significant improvement in the third quarter of 2025 compared to previous periods. This positive trend was primarily driven by increased consumer consumption supported by stable food prices and rising social activities.

Key Product Portfolio

Unifam's success in Q3 2025 was largely attributed to strong demand for their flagship products, which include Milkita, Super Zuper, Jagoan Neon, Pino Es Serut Buah, and Kata Oma Telur Gabus. These products have maintained their market presence through consistent innovation and adaptation to consumer preferences. The company's ability to maintain price stability while enhancing product quality has been crucial in driving consumer demand.

Market Expansion Initiatives

In addition to strengthening their domestic position, Unifam is actively pursuing export market expansion. The company is focusing on broadening its international distribution network to reach more countries. This strategic move is part of Unifam's long-term growth plan to reduce dependency on the domestic market and capitalize on global demand for Indonesian FMCG products.

Innovation and Future Prospects

Unifam's commitment to product innovation remains a core element of their business strategy. The company continues to invest in research and development to create products that meet evolving consumer needs. This approach not only helps maintain their existing market share but also opens opportunities for entering new market segments.

Conclusion

Unifam's strategic initiatives in 2025 demonstrate the company's proactive approach to market dynamics and consumer trends. By balancing domestic market growth with international expansion and maintaining a strong focus on innovation, Unifam is well-positioned for continued success in the competitive FMCG landscape.