Urban Family Consumption Patterns Begin to Reshape the Snack Industry
Shifts in consumer habits are beginning to reshape Indonesia’s snack industry. Amid growing health consciousness, snack producers are no longer competing solely on taste and price but are also offering products aligned with modern consumer needs.
The trend is evident in innovations within the FMCG sector, particularly in healthy snack categories. Urban consumers and young families are increasingly scrutinising product processing methods, ingredient composition, and portion sizes.
Momogi Group’s Hatago brand, which produces corn-based healthy snacks, has won the Top Innovation Choice Award 2026. The award, organised by Infobrand.id in collaboration with Tras n Co Indonesia and Indonesia Brand Community, recognises innovative companies across industries including FMCG, food and beverages, beauty, and technology. The accolade was received in mid-May in Jakarta.
Several national companies and consumer goods brands also received recognition for their product innovations and business development strategies at the event.
Hatago’s innovation was praised for its portion-controlled packaging, designed to help consumers manage daily snack intake, aligning with current healthy lifestyle trends among urban youth and families.
Beyond convenience and taste, Hatago uses baked (not fried) corn, a strategy in line with evolving health-conscious trends.
Momogi Group’s Vice President of Marketing, Natanael Yonathan, said the award is a significant achievement for Hatago, which is still new to the Indonesian market. The brand initially launched with Corn Stick in two flavours: Cheddar Cheese and Roasted Corn.
“This award demonstrates that innovation is a key focus for Momogi Group in delivering products relevant to current consumer needs. Although Hatago is new, we’re grateful for the positive reception of our innovations, which motivates our R&D team to continue developing new products,” he stated.
Momogi is expanding its Nusantara Series with three new variants: Pecel, Sate Ayam, and Ayam Woku.
The Momogi Group-Bibica partnership will secure a significant market share in Indonesia and Vietnam, the region’s key markets.
Momogi has donated cash, school stationery, and Momogi Fun Snack products to students.
The collaboration aims to introduce Momogi products to a broader consumer base in Vietnam.
This success stems from Momogi Group’s commitment to delivering innovations that meet market needs.