Shopee claims ID's top brand crown as daily relevance defines YouGov 2026 rankings

Shopee has been named Indonesia’s strongest brand in YouGov’s Best Brand Rankings 2026, underscoring how everyday utility and value perceptions continue to shape brand strength in the country.

The eCommerce platform topped the rankings with an Index score of 69.5, placing it ahead of both local staples and global digital giants. YouGov’s Index score measures overall brand health using six metrics: impression, quality, value, reputation, satisfaction and recommendation.

Shopee’s leadership was driven by consistently strong performance across all six indicators, with particularly high scores for impression (73.8), value (72.5) and recommendation (74.1). For marketers, the result reinforces the commercial power of brands that are deeply embedded in consumers’ daily routines while maintaining clear value propositions.

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Local and regional brands continue to play a central role in Indonesia’s brand landscape. Indomie ranked second overall with an Index score of 67.0, supported by strong perceptions across quality (66.9), value (66.4) and satisfaction (68.4). Other essential and lifestyle brands also featured prominently, including Tolak Angin (54.5), Traveloka (51.5), Le Minerale (50.5) and Indofood (49.1), reflecting the enduring influence of familiarity and trust.

Technology brands and digital platforms made up much of the top tier, highlighting their role as everyday utilities for Indonesian consumers. WhatsApp (64.3), Samsung (63.1), YouTube (57.7) and Instagram (48.8) all ranked among the country’s leading brands.

Beyond overall brand strength, YouGov’s data also sheds light on momentum. SeaBank emerged as the fastest-improving brand in Indonesia, recording the largest year-on-year increase in Index score at +6.4, closely followed by TikTok Shop (+6.3). Other notable risers included MR. D.I.Y. (+5.8), Huawei (+5.2), Threads (+4.8) and Domino’s Pizza (+4.7).

Beauty, wellness and FMCG brands also posted meaningful gains, with Wardah (+4.6), Nestlé Pure Life (+4.6), Greenfields (+4.3) and Cetaphil (+4.3) rounding out the top ten movers.

“Shopee’s position at the top of Indonesia’s Best Brand Rankings highlights the importance of everyday utility and strong value perceptions in driving brand health. Brands that consistently show up in consumers’ daily lives, whether through essential products, digital platforms or reliable services, are delivering superior performances across multiple dimensions of brand health. At the same time, the strong performance of local and regional brands highlights the continued importance of familiarity and relevance in winning Indonesian consumers,” said Edward Hutasoit, general manager of YouGov Indonesia and India.

The rankings are powered by YouGov BrandIndex, based on more than six million consumer surveys across 28 markets. Indonesia’s 2026 rankings draw on data collected between 1 January and 31 December 2025, while the list of fastest-improving brands is based on year-on-year Index score changes between 2024 and 2025.

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