WIN Media, Makassar, 27/2/2026 – The sight of takjil (snacks for breaking the fast) by the roadside during Ramadan is always tempting. However, behind the bustling sellers of kolak, fried snacks, and fruit ice drinks, Micro, Small, and Medium Enterprises (MSMEs) in the frozen food sector face their own challenges. When the fasting month arrives, public interest in frozen food tends to decrease because consumers prefer fresh, ready-to-eat meals for breaking their fast.
Harry Yulianto, a digital business expert from STIE YPUP Makassar, revealed that competition during Ramadan indeed changes drastically. “Consumption trends shift completely towards ready-to-eat food. Frozen food MSMEs that usually sell nuggets, sausages, or dim sum must be smart in identifying opportunities. If they remain passive, they could lose up to 40 percent of their turnover during Ramadan,” he told.
Here are four winning strategies from Harry Yulianto for frozen food MSMEs to not only survive but thrive amidst the onslaught of seasonal takjil vendors:
1. Rebrand Products as “Emergency Iftar Stock”
Harry advises frozen food MSMEs to change consumers’ perception of their products. “Don’t sell frozen food as raw ingredients, but as a solution. Create the concept of ‘Emergency Iftar Stock’ at home. Advertise that keeping frozen food in the freezer is like having a ‘personal restaurant’ ready whenever needed, especially when you’re too lazy to go out or unexpected guests arrive,” he explained.
This rebranding strategy aims to shift the perception of frozen food from being only for daily consumption to becoming a practical solution during Ramadan. According to industry data, the Indonesian frozen food market is projected to grow by 7.5% annually, driven by modern lifestyles prioritizing efficiency . Ramadan could actually be the momentum to expand into new market segments.
2. Innovate with Ready-to-Eat Products
Instead of selling raw products that require further processing, Harry encourages MSMEs to innovate by providing ready-to-eat versions. “For example, if you usually sell raw siomay, now offer steamed siomay that just needs a quick warm-up. Or create frozen food variants suitable for takjil, such as frozen risoles that just need frying, or frozen spring rolls with packaged chili sauce,” he explained.
Product innovation can also involve creating special Ramadan packaging, like a “Practical Iftar Menu” package containing a combination of frozen foods complete with chili sauce and fresh vegetables. This approach addresses consumer needs for speed and convenience without sacrificing taste.
3. Optimize Digital Marketing and Delivery Services
Harry emphasizes the importance of strengthening digital presence during Ramadan. “Utilize social media for engaging content. Create short videos on TikTok or Instagram Reels about how to turn frozen food into delicious iftar dishes in minutes. Offer delivery services or collaborate with food delivery platforms,” he suggested.
Digital marketing is key because Ramadan consumer behavior often seeks convenience. Surveys show that 78% of Indonesian consumers use social media to look for product recommendations . With the right content strategy, frozen food MSMEs can reach consumers who are reluctant to leave home or prefer cooking themselves with practical ingredients.
4. Collaborate with Seasonal Takjil Vendors
Instead of viewing takjil vendors as competitors, Harry actually suggests collaborating with them. “Establish partnerships with takjil vendors. Become their raw material supplier. For example, satay sellers definitely need meat, siomay sellers need wonton wrappers. This is a potential wholesale market during Ramadan,” Harry revealed.
He gave an example where frozen food MSMEs could offer special prices for wholesale purchases or special Ramadan packages for vendors. “That way, your frozen food isn’t only stored in household freezers but also ends up at busy takjil stalls,” he added.
Harry Yulianto is optimistic that with the right strategies, Ramadan is not a lean period for frozen food MSMEs but an opportunity to expand markets and build new consumer loyalty. “The key is adaptation and innovation. Don’t be afraid to change. If consumers shift towards takjil, we must become part of the takjil ecosystem itself, not distance ourselves from it,” he concluded.
Strategi Pelaku UMKM Frozen Food Bertahan di Tengah Persaingan Takjil yang Makin Ketat
WIN Media, Makassar, 27/2/2026 – Pemandangan takjil di pinggir jalan saat Ramadan memang selalu menggoda. Namun, di balik keramaian penjual kolak, gorengan, dan es buah, para pelaku Usaha Mikro Kecil dan Menengah (UMKM) frozen food justru menghadapi tantangan tersendiri. Saat bulan puasa tiba, minat masyarakat terhadap makanan beku cenderung menurun karena konsumen lebih memilih makanan segar dan siap santap untuk berbuka.
Harry Yulianto, pakar bisnis digital dari STIE YPUP Makassar, mengungkapkan bahwa persaingan di bulan Ramadan memang berubah drastis. “Tren konsumsi bergeser total ke makanan siap saji. UMKM frozen food yang biasanya jualan nugget, sosis, atau dimsum harus pintar-pintar membaca peluang. Kalau diam saja, mereka bisa kehilangan omzet hingga 40 persen selama Ramadan,” ujarnya.
Berikut empat strategi jitu dari Harry Yulianto agar UMKM frozen food tetap bertahan dan bahkan cuan di tengah gempuran pedagang takjil musiman:
1. Rebranding Produk menjadi “Stok Takjil Darurat”
Harry menyarankan pelaku UMKM frozen food mengubah cara pandang konsumen terhadap produknya. “Jangan jual frozen food sebagai bahan mentah, tapi sebagai solusi. Buat konsep ‘Stok Takjil Darurat’ di rumah. Iklankan bahwa menyimpan frozen food di freezer itu seperti memiliki ‘restoran pribadi’ yang siap kapan pun dibutuhkan, terutama saat malas keluar rumah atau tamu dadakan datang,” jelasnya.
Strategi rebranding ini bertujuan menggeser persepsi bahwa frozen food hanya untuk konsumsi sehari-hari, menjadi solusi praktis selama Ramadan. Menurut data industri, pasar frozen food di Indonesia diproyeksikan tumbuh 7,5% per tahun, didorong oleh gaya hidup modern yang mengutamakan efisiensi . Ramadan justru bisa menjadi momentum memperluas pangsa pasar baru.
2. Inovasi Produk Siap Santap (Ready to Eat)
Daripada menjual produk mentah yang perlu diolah lagi, Harry mendorong UMKM berinovasi dengan menyediakan versi siap santap. “Misalnya, jika biasa jual siomay mentah, kini sediakan siomay kukus yang tinggal hangatkan sebentar. Atau buat varian frozen food yang cocok dijadikan takjil, seperti risoles beku yang tinggal goreng, atau lumpia frozen dengan saus sambal kemasan,” terangnya.
Inovasi produk juga bisa dilakukan dengan menciptakan kemasan khusus Ramadan, seperti paket “Menu Buka Puasa Praktis” berisi kombinasi frozen food lengkap dengan sambal dan lalapan. Pendekatan ini menjawab kebutuhan konsumen yang menginginkan kecepatan dan kemudahan tanpa mengorbankan cita rasa.
3. Optimalisasi Pemasaran Digital dan Layanan Pesan Antar
Harry menekankan pentingnya memperkuat kehadiran digital selama Ramadan. “Manfaatkan media sosial untuk konten-konten menarik. Buat video pendek di TikTok atau Reels Instagram tentang cara mengolah frozen food jadi hidangan buka puasa yang lezat dalam hitungan menit. Tawarkan layanan pesan antar atau bekerja sama dengan layanan delivery food,” sarannya.
Pemasaran digital menjadi kunci karena perilaku konsumen Ramadan sering mencari kemudahan. Survei menunjukkan bahwa 78% konsumen Indonesia menggunakan media sosial untuk mencari rekomendasi produk . Dengan strategi konten yang tepat, UMKM frozen food bisa menjangkau konsumen yang malas keluar rumah atau memilih memasak sendiri dengan bahan praktis.
4. Kolaborasi dengan Pedagang Takjil Musiman
Alih-alih menganggap pedagang takjil sebagai pesaing, Harry justru menyarankan untuk berkolaborasi. “Jalin kemitraan dengan pedagang takjil. Jadilah pemasok bahan baku mereka. Misalnya, penjual sate pasti butuh daging, penjual siomay butuh kulit pangsit. Ini pasar grosir yang potensial selama Ramadan,” ungkap Harry.
Ia mencontohkan UMKM frozen food bisa menawarkan harga khusus untuk pembelian grosir atau paket khusus Ramadan bagi pedagang. “Dengan begitu, frozen food Anda tidak hanya tersimpan di freezer rumah tangga, tapi juga masuk ke lapak-lapak takjil yang ramai pembeli,” tambahnya.
Harry Yulianto optimistis bahwa dengan strategi yang tepat, Ramadan bukanlah masa paceklik bagi UMKM frozen food, melainkan peluang untuk memperluas pasar dan membangun loyalitas konsumen baru. “Kuncinya adalah adaptasi dan inovasi. Jangan takut berubah. Kalau konsumen bergeser ke takjil, kita harus bisa menjadi bagian dari ekosistem takjil itu sendiri, bukan malah menjauh,” pungkasnya.