The shortening life of food trends
Indonesians are not steadily abandoning small treats, nor are they rapidly increasing the share of their food budgets devoted to them, but the products competing for that pool are changing faster.
Food trends in Indonesia are evolving at a rapid pace, but their lifespan has become shorter. Once a product gains popularity, similar alternatives can emerge quickly, making it familiar sooner and leading to shorter product lifecycles. Despite this, Indonesians are not abandoning small treats or increasing their food budget allocation for them. The spending on these treats remains relatively stable, with bakery products, snacks, prepared non-alcoholic drinks, and desserts accounting for around 9% of food spending in 2025.
The shorter lifecycles are attributed to the rapid spread of novelty and the influence of consumer variety-seeking behavior. Consumers often switch between products, even when they prefer the familiar ones, due to repetition reducing the appeal of the same choice. However, this does not fully explain the shorter lifecycles, as novelty fatigue and impulsive decision-making also play a role.
To successfully navigate this trend, businesses must focus not only on capturing the initial interest but also on ensuring the product remains desirable after the novelty wears off, considering factors such as price and taste.
Written by urgent.news from The Jakarta Post's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
