Product Bundling Impact on Indonesian Consumer Behavior

In Indonesia’s busy supermarkets, product bundling has become the go-to strategy for driving sales and capturing consumer attention. However, despite being widely used, many retailers are not using it effectively. The challenge goes beyond simply placing a discount on combined products; it requires understanding what truly matters to Indonesian consumers, who increasingly expect personalization, convenience, and meaningful value in every purchase.

The gap between perception and reality is bigger than it seems. Supermarket managers may see bundling as a quick way to increase sales, but they often face stock problems and struggle to explain the value of their bundles. At the same time, Indonesian consumers are looking beyond just price. They want options that suit their needs, care about sustainability, and avoid bundles that lead to waste, especially as online shopping becomes more common.

To unpack these complexities and find actionable solutions, we conducted comprehensive research through AskLumia.

Product Bundling Insights in Indonesia’s FMCG Market

AskLumia provides a fast and efficient way to research any subject, offering actionable insights for professional, personal, or business use. For this research, we started with a simple prompt: “How much does product bundling influence FMCG purchase decisions in Indonesian supermarkets?”

Core Research Findings

To address these challenges, AskLumia’s analysis integrates insights from internal digital personas, prior survey data, and external web research to build a comprehensive view of product bundling’s impact in the Indonesian FMCG market. The findings confirm the established benefits of bundling while simultaneously uncovering critical gaps between current strategies and evolving consumer expectations.

Bundling is a proven sales driver but lacks strategic optimization. Internal surveys with supermarket managers and external reports confirm that product bundling positively impacts sales volume and consumer buying behavior. However, these same managers report challenges in balancing profitability with customer appeal and managing inventory, while external research highlights that strategies often lack the sophisticated personalization that can be achieved through Market Basket Analysis.
Consumer value perception is complex, balancing cost savings with relevance. Internal consumer research reveals that while shoppers are attracted to bundles for perceived cost savings—expecting an average discount of 15-20%—they are strongly deterred by bundles containing items they do not need, which leads to waste and purchase regret. This indicates that a simple discount is insufficient if the bundle composition lacks personal relevance.
Personalization and customization are paramount across all consumer segments. A consistent theme across internal digital personas and consumer surveys is the strong preference for customizable or flexible bundle options that cater to specific needs. This is reinforced by external web research, which demonstrates that effective market segmentation based on demographics and psychographics is crucial for creating more relevant and appealing bundles that drive loyalty.
The digital shift is reshaping bundling strategies for the Indonesian market. External web crawling reveals a significant trend among FMCG brands in 2024 towards adapting bundling for e-commerce, featuring smaller, delivery-friendly packaging, “online only” exclusive bundles, and the use of quick commerce platforms like GrabMart and GoMart. This marks a strategic evolution from traditional, bulky in-store promotions to a more agile, digitally integrated approach.
Emerging consumer values like sustainability and health are influencing bundle appeal. Externally, the Ipsos 2024 report notes a strong consumer turn towards sustainability, with 92% of Indonesians acknowledging the need for more sustainable consumption. This is mirrored in internal survey data, where consumers suggest the inclusion of eco-friendly and health-conscious products in bundles, signaling an opportunity to differentiate beyond price alone.

Bridging the Gap Between Bundling Practices and Consumer Needs

Based on these findings, which highlight a significant opportunity to bridge the gap between current bundling practices and true consumer-centricity, AskLumia has developed a series of actionable recommendations. These are designed to refine bundling strategies, making them more data-driven, personalized, and responsive to the dynamic nature of the Indonesian retail environment.

a. Optimize Bundles with Segment-Specific Insights

Implement a data-driven, segmented bundling framework. Transition from generic, intuition-based offers to strategically designed bundles by leveraging Market Basket Analysis and internal consumer persona data. This approach will uncover non-obvious product pairings and allow for the creation of targeted bundles that resonate with specific consumer segments, such as convenience-seeking families or tech-savvy young adults, thereby addressing the observed lack of strategic optimization.

b. Communicate Bundle Value Clearly and Effectively

Prioritize bundle flexibility and enhance value communication. Introduce customizable “build-your-own-bundle” options both in-store and online to directly address the primary consumer deterrent of receiving unwanted items. This should be paired with clearer labeling that transparently communicates the monetary savings and benefits of the bundle, tackling the issue of perceived low value and potential purchase regret.

c. Tailor Bundles for In-Store and Online Channels

Develop a hybrid online-offline bundling strategy. Design distinct bundling strategies tailored to different channels, creating larger, family-sized bundles for planned in-store shopping trips and smaller, discovery-focused “snack boxes” or subscription models for online and quick-commerce platforms. This approach aligns with the observed digital shift and enables more effective inventory management across the retail ecosystem.

d. Elevate Bundles Beyond Price, Focus on Shared Values

Integrate emerging consumer values into bundle design and marketing. Differentiate bundle offerings by creating themed packages that feature health-conscious, sustainable, or locally sourced products, such as an “Eco-Friendly Household Kit.” This strategy responds directly to consumer suggestions from internal surveys and aligns with the macro trend of conscious consumption identified in external reports, moving the value proposition beyond price discounts to shared values.

The Real Impact of Product Bundling on Indonesian Shopping Decisions

So, how much does product bundling actually influence purchase decisions in Indonesian supermarkets? The answer is significant, but there are some important points to keep in mind. Bundling not only influences what people buy but also changes shopping habits and increases sales. Its success depends entirely on how well it matches what consumers really care about.

The research reveals that bundling operates on multiple levels of influence. At the surface, it captures attention through perceived savings, with Indonesian shoppers expecting meaningful discounts of 15-20%. But the real decision-making happens at a deeper level, where relevance matters more than price. A bundle that saves money but includes unwanted items does more than fail to influence purchases; it can actually discourage buyers and leave a lasting negative impression.

The influence multiplies when bundling taps into the personalization that Indonesian consumers crave across all demographics. When bundles feel tailored rather than generic, they don’t just influence a single transaction; they build loyalty and shift long-term shopping behavior. This is particularly important as the market shifts toward digital, where bundling strategies designed for e-commerce platforms are creating new ways to influence consumers that were not possible in traditional retail.

One of the most important points is that bundling affects more than just the purchase itself and also influences decisions based on values. With 92% of Indonesians recognizing the importance of sustainable consumption, bundles that focus on health and environmental concerns not only affect what people buy but also shape how they want to shop and which brands they trust.

Ready to uncover insights like these for your own business challenges? Explore AskLumia and discover how AI-powered research can transform your understanding of consumer behavior and market dynamics.