The food and beverage (F&B) industry continues to be one of the most dynamic and innovative sectors in Indonesia. The year 2024 was a whirlwind of change, marked by shifting consumer preferences, rapid technology adoption, and sustainability taking center stage as the cornerstone of growth.

With a growing public awareness of health and environmental issues, coupled with technological advancements reshaping how F&B businesses operate, the landscape of this industry is in constant evolution.

This article will take a deep dive into the major milestones and trends that shaped 2024 and offer a forward-looking glimpse into how the industry is poised to develop in 2025, spotlighting opportunities, challenges, and changing consumer needs.

The year 2024 was nothing short of captivating for Indonesia’s food and beverage industry. With steady economic growth and a rise in consumer purchasing power, the F&B sector experienced a significant surge. Here’s a closer look at the key trends that took center stage throughout the year:

  1. The Rise of Healthy and Eco-Friendly Food

Consumers are increasingly mindful of their health and environmental impact, sparking a boom in demand for healthy food products like organic meals, plant-based options, and low-sugar alternatives. According to a Horego report, Indonesia’s healthy food sector showed tremendous growth potential, with the market value projected to hit USD 1.2 billion in 2024.

  1. Local Culinary Delights Gaining Traction

Local dishes and regional delicacies are carving a larger niche in both domestic and international markets. Culinary festivals held in major cities drew thousands of attendees, underscoring the growing enthusiasm for Indonesia’s rich culinary culture.

  1. Sustainability in Packaging 

2024 also witnessed a significant shift toward eco-friendly packaging. Many F&B brands switched to biodegradable materials, aligning with the movement to reduce plastic waste.

2024 F&B Consumer Behavior

Consumer habits in the F&B industry underwent notable transformations in 2024. Spurred by increased awareness of healthy living, tech accessibility, and the demand for personalized experiences, consumer preferences became more intricate and diverse.

  1. Health Awareness on the Rise

Consumers are leaning towards low-calorie, low-sugar, high-protein, and plant-based food options as part of their healthier lifestyle choices.

  1. Craving Unique Culinary Experiences

From exploring exotic flavors to dining at visually captivating themed restaurants, consumers are seeking out experiences that tantalize both their taste buds and their imagination.

  1. Convenience is King

As life picks up speed, people are gravitating toward quick, practical, and hassle-free services, such as instant food delivery and meal kits ready to cook at home.

2025 F&B Predictions

The F&B industry in 2025 is expected to be a turning point, driven by technological innovations, shifting consumer patterns, and an unwavering commitment to sustainability. As consumers demand more personalized, health-focused, and eco-friendly products, businesses must adapt to stay ahead of the curve.

  1. Hyper-Personalized Consumer Experiences

Technology will play a pivotal role in creating tailored experiences for consumers. By leveraging customer data, restaurants and food brands can craft menus that cater to individual preferences, from taste profiles to specific dietary needs.

  1. Plant-Based Products Take the Lead

Plant-based food products will dominate the market, fueled by growing consumer awareness of sustainability and health. According to Mordor Intelligence, Indonesia’s plant-based food market is expected to soar to USD 1.4 trillion by 2025.

  1. Functional Beverages to Shine

Drinks with added health benefits—think probiotics, collagen, and vitamins—will gain even more traction. Functional beverage markets in Indonesia are predicted to continue their upward trend in 2025.

  1. Emphasis on Hybrid Experiences

As technology integration becomes more seamless, hybrid experiences combining online and offline interactions will set the new standard. Restaurants may offer dine-in options enhanced by digital elements, like AR menus or contactless payments.

  1. Holistic Health Through Food

Consumers will increasingly seek out food products that promote holistic well-being, from nutrient-rich meals to snacks enriched with probiotics, fiber, and superfoods. Functional foods like granola with added superfoods or herbal-infused drinks are expected to take the market by storm.

The F&B industry is evolving at breakneck speed, adapting to changing consumer habits and technological advances. By seizing current opportunities, navigating challenges with sound strategies, and staying on top of trends, this sector holds immense potential for accelerated growth in 2025.

As a strategic partner to F&B producers, Bahtera offers innovative solutions to keep up with these trends. Products like dietary fibers, nutritional yeast, and other premium ingredients are designed to meet the evolving market demands. These offerings not only help producers craft delicious meals but also deliver added health benefits sought by today’s modern consumers.

Armed with an innovative approach, Indonesia’s F&B industry is well-positioned to not only thrive in the domestic arena but also make waves on the international stage. For those ready to rise to the occasion and capitalize on the momentum, the future holds boundless opportunities. Find your solutions with Bahtera here.