The biscuit market in Indonesia has grown consistently over the past few years. In Asia, Indonesia has the highest per capita biscuit consumption (2.5 kg) and ranks among the top three countries with the largest biscuit market value, behind China and India.
Currently, Indonesia remains a net importer of biscuits, with around 10–15% of domestic demand being fulfilled by imports. The country’s top biscuit suppliers are Malaysia (cream-filled wafers and economy biscuits), Thailand (savoury biscuits), and Europe (premium biscuits, butter cookies, gluten-free products, and artisan biscuits). This signals significant opportunities for local brands to innovate and compete in the biscuit industry.
Similar to other Asian markets, sweet biscuits dominate Indonesia’s biscuit landscape more than savoury varieties. Biscuit brands continue to innovate, not only through flavour combinations but also through texture. The biscuit market can now be broadly classified into two texture categories: crunchy and soft.
Crunchy biscuits remain the most familiar and widely accepted texture, while soft biscuits represent a newer innovation inspired by the growing popularity of dessert-style products.
Soft biscuit innovation has expanded across both sweet and savoury segments. While this new texture can be easily applied to a wide range of sweet flavours, its adoption in savoury biscuits remains limited. Cheese is currently the only major savoury flavour that has been successfully developed with this novel texture.
Interestingly, this innovation has not reduced consumer demand for crunchy biscuits. According to Mintel data, Indonesian consumers prefer different snack textures depending on the time of day. Most consumers enjoy soft and light or airy snacks in the morning, while crunchy snacks are preferred in the afternoon. This highlights the importance of offering both texture profiles to meet different consumption occasions.
Beyond texture, the biscuit claims landscape in Indonesia has evolved alongside changing consumer lifestyles. Growing health awareness has encouraged brands to reposition biscuits as a healthier snacking option.
Manufacturers are increasingly eliminating preservatives and artificial additives while using natural ingredients for flavouring and colouring instead of artificial alternatives. Furthermore, the healthy biscuit segment is expected to continue growing, with healthy biscuits (such as preservative-free, gluten-free, and reduced-sugar products) projected to account for 15–20% of Indonesia’s biscuit market value by 2035.
Sources:
Mintel Market Dynamic – Indonesia: Biscuits 2025
Indexbox – Indonesia Biscuits & Cookies – Market Analysis, Forecast, Size, Trends and Insights
