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Popular Frozen Foods in Indonesia: 5 Most Consumed Categories

The frozen food market in Indonesia has now reached IDR 200 trillion, with significant growth driven by the busy urban lifestyle. This shift reflects changing consumer preferences that have notably impacted frozen food consumption trends.

Jakpat conducted a survey of 1,245 respondents to reveal the trend of frozen food consumption in Indonesia. The results provide an overview of the product categories of interest, the reasons consumers choose frozen foods, as well as the factors that influence purchasing decisions.

Consumption of Frozen Food and Reasons to Choose It

Frozen foods come in a variety of categories, with processed meats such as sausages, nuggets, and meatballs being the top choice preferred by 91% of respondents. In addition, 63% of respondents also consume frozen snacks such as french fries and donuts. As many as 57% of respondents buy frozen meat, while another 31% consume frozen vegetables and fruits.

The main reason 86% of people consume frozen food is because of the ease of preparation. In addition, easy storage and long shelf life are the next reasons. This phenomenon is more felt by the Millennial generation who tend to look for practical ways to carry out daily activities.

Septiana Widi Sugiastuti, Research Lead of Jakpat argues that the target market for frozen food consumers is urban Millennials who are looking for practical food that is easy to prepare, store, and has a good taste. “Product promotion by highlighting USP (Unique Selling Proposition) such as practicality, cleanliness, and nutritional value can be an effective campaign alternative, while product designs that describe freshness and premium quality can also attract consumers’ attention,” said Septiana.

Nutritional Facts of Frozen Food

Information about nutritional facts that shows that the product does not contain preservatives is considered important by 63% of respondents. In addition, 57% of respondents consider the high protein content has a plus point, while another 55% notice the product does not contain added coloring and chemicals.

Parents tend to pay more attention to the nutritional facts information in frozen foods compared to respondents who do not have children. As many as 42% of respondents who have children check nutritional values with a frequency of always or often, while only 31% of respondents without children do the same.

Septiana also responded to parents’ concerns about the quality of nutrients in frozen food. “It is important for marketers to emphasize that modern freezing can maintain the nutritional content of food well, if done with the right methods such as flash freezing. This method is able to maintain the quality of nutrients such as vitamins and minerals, as well as maintain the taste and texture of food,” she explained.