Data / Indonesia / Shopee / F&B Market Share

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F&B Market Share on Shopee Indonesia — 2026

Data through May 2026Market: IndonesiaPlatform: ShopeeCategory: F&B

Shopee Indonesia's F&B category is highly fragmented and milk-led. Etawalin tops it at just 3.0%, with infant- and adult-nutrition brands — SGM, Bebelac, Ultra, HiLo, S-26 — filling most of the top ten, which together hold barely 17%.

Market leader
Etawalin
3.0% of category GMV
Top-10 combined
~17%
category concentration
Category GMV · 3mo
$75.27M
Shopee ID

Top f&b brands on Shopee Indonesia by market share — 2026

Ranked by share of category GMV, three months to May 2026. Brand order shown; exact share and GMV in Farsight.

#BrandMarket shareGMV · 3mo
1Etawalin3.01%$2.27M
2SGM2.31%$1.74M
3Ultra2.26%$1.71M
4Bebelac1.87%$1.41M
5HiLo1.62%$1.22M
6Greenfields1.48%$1.11M
7Duzi Pure1.39%$1.05M
8S-261.24%$0.94M

Ranks 9+ and all figures are in Farsight. Break the category into sub-segments by brand, platform and month, with SKU-level detail.

See the full Shopee f&b leaderboard

Exact figures for every row, the full ranking, 36-month history and SKU-level detail are in Farsight.

  • Exact figures per row
  • Full ranking
  • 36-month history
  • SKU-level detail
  • CSV export
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Methodology. Market share is each brand's GMV as a percentage of total Shopee Indonesia f&b category GMV (unbranded listings included in the denominator), three months to May 2026. Figures are estimates and may be revised. Data through May 2026 · generated 30 June 2026.

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