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. 

Gen Z Prioritizes Appearance and Mindfulness

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. 

Decreasing Desire for new Products

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. 

Willingness to try new brands

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. 

source of influence, while purchasing Health & Wellness Products

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. 

Download This Report

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