13 February 2017

Cheese benefits from image as a premium product in Indonesia

More Indonesian families, particularly in the big cities, are expected to start using cheese as a main ingredient in their meals. According to research firm Euromonitor, more consumers have started to prepare Western foods which use cheese as an ingredient by themselves at home. These include pizzas, pasta dishes, cakes, pastries and toast. Cheese has become very popular to serve with white bread as a substitute for chocolate sprinkles, jam or honey.

An increasing number of foodservice outlets and rising number of new menus using cheese by existing foodservice outlets may also prompt faster volume growth of food-service sales of cheese in the forecast period of 2016 to 2021, Euromonitor said.

Kraft was named as the leading cheese brand in Indonesia in 2016, with Kraft Ultrajaya Indonesia PT commanding a 61% share of value sales. The company’s dominant position is attributed to its early entry into the Indonesian cheese market, a wide variety of other processed cheese products and aggressive marketing, using both television advertisements and below-the-line activities.


Read the executive summary for the Euromonitor Dairy in Indonesia report, dated December 2016

Read the WorkSmart Asia blog post about popular brands in Indonesia