2026 Media & Consumer Trends In Indonesia

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I have a background in the advertising and media industry, with a core focus on data, insights, and strategy. My expertise lies in understanding audience behavior and translating data into actionable strategies that drive effective communication.

Q2. Having tracked Indonesian consumers, what specific shifts in FMCG 'pack-size' advertising are you seeing in 2026 that signal permanent down-trading versus a temporary dip?

We're seeing smaller pack sizes continue to grow because they align with consumers' cash flow and affordability needs. But more importantly, this shift is becoming structural. Consumers are more value-driven, more cautious, and actively managing their spending.

Q3. Are 'social listening' and attribution data showing that social commerce is creating new demand, or is it simply stealing market share from traditional e-commerce and offline retail?

Social commerce is not just about taking share; it's also creating new demand. It drives discovery through content and influencers, generating incremental purchases while shifting transactions from traditional e-commerce and offline into a more seamless, in-platform experience.

Q4. In your experience, which sector is achieving a lower Customer Acquisition Cost (CAC) right…