As Indonesia’s consumers shift toward more holistic definitions of wellness, spanning everything from better sleep to mindful living, brands have a massive opportunity to ride this lifestyle wave. Our latest report unpacks how Gen Z and Millennials are redefining “healthy” and where the market is struggling to keep up.
What the Data Tells Us
1. Wellness = More Than Just Fitness
Wellness priorities differ by generation: Gen Z is gravitating toward appearance and mindfulness, while Millennials are doubling down on sleep and preventive health. Yet, across cohorts, appearance remains the #1 driver.
2. Demand > Supply in Key Categories
High-demand categories like Nutrition, Fitness, and Appearance are crying out for innovation. Meanwhile, Sleep and Mindfulness suffer from an awareness-to-access gap, indicating brand opportunities through education and channel play.
3. Whitespaces for Brand Creation
Categories like Mental Wellness, Plant-Based Food, and Healthy Snacks sit in the high-openness, low-brand-dependence zone; perfect conditions for rapid digital-first brand plays.
4. Trust Trumps Trendiness
Consumers are waking up to “health-washing.” Offline presence and expert recommendations (not influencers) now carry the most weight in decision-making. They want clean, natural solutions that come with real credibility, not gimmicks.
This is just the tip of the iceberg. Download the full report to dive deeper into consumer shifts, white spaces, and high-opportunity wellness categories in Indonesia.
