Improved eating behavior
Food trends in Indonesia continue to evolve as consumers across the country develop new habits and preferences. Some of the habits that emerged during the coronavirus (COVID-19) pandemic appear to have had a lasting impact on current consumer behavior and food-related preferences. Many consumers are now paying more attention to their physical health and devoting more attention to what they put into their bodies. A recent survey revealed that Indonesian consumers intend to focus more on healthy food and nutrition. In addition to purchasing healthier food products and reducing consumption of highly processed food products, many Indonesians are also opting for home-cooked meals to support their healthy lifestyles.More and more health-conscious Indonesian consumers are now gravitating toward the organic food trend. Although the organic lifestyle was initially associated with the upper class due to its relatively high price, demand for organic products has been increasing from middle-class consumers. Many Indonesian consumers are not willing to compromise on their health anymore and are willing to spend more money to buy products that are considered healthier. The growing demand for organic products is reflected in the value of organic packaged food and beverages consumed in Indonesia, which has been showing a steady upward trend in recent years. This value is forecast to continue to rise and reach around 20.5 million U.S. dollars by 2025.
Taking responsibility for sustainability
Apart from focusing more on healthy eating and nutrition, Indonesian consumers are also increasingly well-informed and knowledgeable regarding sustainability. Many consumers are now showing a higher commitment to sustainability, as well as the environmental and social impact of their food-related purchasing decisions. A recent study revealed that Indonesians are willing to pay a higher price to purchase environmentally friendly products. Demands for transparency in the production, sourcing, and validation of label information, such as labels for halal or vegan products, have also increased in recent years.Consumers’ commitment to reducing the environmental impact and carbon footprint of their food-related purchases also extends to other aspects of their shopping journey. A growing number of consumers are striving to make sustainable food purchases, such as buying from local producers and farmers or from companies that offer fair wages to their employees. They also seek to buy food products with biodegradable packaging, avoid food wastage, and bring their own refill or reusable items when shopping for food.
