Chicken Seasoning

Ayam Bakar Seasoning

In the snacks industry, chicken-flavored snacks is among the most popular in Indonesia. It falls into the "evergreen" flavor category, meaning it is a consistently present flavor across all types of snacks. This flavor is commonly found in snacks made from potatoes, cassava, wheat flour, and even tapioca.

Chicken seasoning is not only dominant in the snack industry but also in the instant noodle sector. Since the first instant noodles appeared in Indonesia, chicken-flavored have consistently topped the list of flavors chosen by manufacturers to meet the demands of the Indonesian market—particularly Ayam Bawang and Soto Ayam.

According to Mintel, chicken flavor ranks 8th out of 17 evergreen seasonings in the Indonesian market. Moreover, chicken seasoning is showing strong growth momentum, with many new products launched by snack manufacturers in Indonesia each year up to 2025. The popularity of chicken seasoning is supported by Indonesians' high consumption of chicken meat. Data from Badan Pusat Statistik (BPS) shows a consistent increase in chicken carcass consumption over years. Based on the National Socio-Economic Survey (SUSENAS) data from 2014 to 2023, consumption of broiler/native chicken per capita rose from 3.96 kg (2014) to 7.46 kg (2023). The Indonesian Center for Agricultural Data and Information System notes an average increase of about 7.44% per year. Although there was a slight decrease in 2024 to 7.25 kg per capita, the overall trend of chicken consumption remains upward and is expected to grow further in 2025.

The popularity of chicken flavor in snacks is clearly tied to Indonesians' strong preference for chicken-based dishes. Many popular Indonesian local dishes also use chicken as the main ingredient, such as:

1. Ayam Bakar

2. Ayam Garang Asam

3. Ayam Goreng

4. Ayam Woku

5. Ayam Balado

6. Ayam Goreng Pop

7. Sate Ayam

8. Ayam Kecap

9. Pepes Ayam

10. Soto Ayam

    
    

Beyond local dishes, crispy fried chicken has become an increasingly popular trend. Local crispy fried chicken outlets are now easy to find in villages, small towns, and major cities. Since the early 2000s, local brands offering crispy fried chicken have grown steadily. Once dominated by major global brands, now are challenged by local competitors that are gaining consumer attention in Indonesia.

Additionally, amidst the rising influence of Korean trends, producers have also created flavor blends that maintain traditional Indonesian chicken flavors with a Korean twist—making them more accessible to the local market. An example of this is Korean Spicy Fried Chicken.

Based on our market observations, the following chicken flavor variants are dominant in Indonesian snack products:

1. BBQ Chicken

2. Ayam Kecap

3. Ayam Bawang

4. Ayam Geprek

   
   

In addition to developing those popular chicken flavors, NP Foods also working on up-to-date chicken seasonings that align with current food trends, such as Cajun Chicken and Habanero Chicken. NP Foods Indonesia develops a wide variety of chicken-flavored seasonings tailored to different snack bases. We have R&D team experts who ready to help you create authentic chicken seasonings that perfectly match your snack base.

NP Foods Indonesia continues to innovate by developing delicious chicken seasoning variants across product categories—including snacks, instant noodles, and more. We create modern chicken seasonings in line with today's trends. Contact us to request seasoning samples.

Reference:

1. Mintel.com

2. Respati, efi. 2024. Buku Outlook Komoditas Peternakan Daging Ayam. Pusat Data dan Sistem Informasi Pertanian Sekretariat Jenderal Kementerian Pertanian Tahun 2024