50-insights-from-indonesian-consumers (1).pdf

Indonesian Consumers Insight

1. 50 INSIGHTS FROM
5000+ Indonesian
Consumers
UNDERSTANDING TRENDS & CONSUMER
BEHAVIOR IN INDONESIA

2. Hello there!
Content Page
Supermom is on a mission to empower millions of families
to live better and smarter, and hearing from them directly
about their preferences and choices, needs and wants
provide brands with insights on how to connect to these
target customers better.
And that's what we did.
Over Indonesian moms (and female consumers
themselves) were surveyed and we have put together
here their insights to help you understand the burgeoning
Indonesian market better.
Reach out for a chat after!
About Indonesia
Understanding Consumer Behavior
MOTHER AND BABY PRODUCTS
Breathe Easy, Baby: The Gentle Art of Nasal Care
Baby's Day Out: Trends Shaping the Littlest of Lifestyles in Indonesia
Pacifiers: A Peek Into Peaceful Parenting
Feeding Frenzy: The Bottle Revolution
PERSONAL CARE
Lather, Rinse, Repeat
Adult Diapers: Dignity & Comfort in Every Step
From Hair to There: Taming the Trends of Indonesian Hair Care
Glow and Tell: The Radiant Rise of Beauty and Skincare in Indonesia
Glow and Tell: Eczema, Not Your Typical Skin
SUPPLEMENTS & CONSUMABLES
Herbal Harmony: The Rise of Herbal Products in Indonesian Examining Diets
Collagen Craze: How Collagen Supplements are Shaping Wellness
Moo-ve Over Dairy: the Surge of Plant-Based Milk Alternatives
Powder Power: The Popularity of Powdered Drinks for Health and Convenience
FASHION, EDUCATION & RECREATION
Fashion Forward: Strutting Through the Style Streets of Indonesia
Empowering Next-Gen Leaders: Choosing Education Programmes
Quick Bites: The Revolution of Ready-to-eat Meals in Indonesia
Playful Discoveries: The What, Why, and How of Baby Entertainment
Leisure & Recreational Experiences
KEY TAKEAWAYS
NOTES ON METHODOLOGY
02
05
07
08
10
11
13
14
15
17
19
22
23
24
29
31
33
35
36
37
38
40
5,000

3. 03
(Statista, 2023; Worldometer, 2024; Howe 2023)
Indonesia has been one of Southeast Asia's fastest-growing
economies. Despite global economic challenges, it has
shown resilience with steady GDP growth, driven by
domestic consumption and an expanding middle class.
Sustained economic growth has led to a substantial
expansion of Indonesia’s middle class, which in turn drove is
driving demand for more and higher-quality consumer
goods and services, such as processed food and
beverages, tourism, health and education (Oosga 2023).
Economic opportunities for women have gradually
improved as middle-class Indonesian families have placed
more emphasis on girls’ education, giving rise to a growing
trend of purchase decisions being made by the women of
the household for their families and themselves.
Economic
Growth
In a momentous leap forward, Indonesia has recently become an
upper-middle-income nation, marking a significant milestone in its
economic growth journey. This remarkable feat, characterized by
increased gross national income (GNI) per capita, solidifies
Indonesia’s position as a burgeoning economic powerhouse in
the Southeast Asian region. (InCorp 2023)
More than of the population is of local Indonesian descent.
Among them, the largest Indonesian ethnic group is Javanese,
accounting for of the national population.
Indonesia’s population is relatively young. About half of the total
population is under the age of 30, and about are of the
working-age population, equivalent to more than
people. According to OECD research in 2017, Indonesia will become the
least affected country among ASEAN countries by aging. (Oosga 2023)
Population
and Demographics
As the fourth most populous country in
the world, Indonesia is home to a diverse
and youthful population.
90%
40%
70%
140 million
50 INSIGHTS FROM 5000+ Indonesian Consumers

4. There's been a significant digital leap
with increasing internet penetration and
smartphone usage with active
social media users in Indonesia.
This shift has transformed consumer
habits, notably in e-commerce,
digital payments, and social media
engagement. Social media influence
is particularly strong in shaping
purchasing decisions.Digital
Transformation
04
191.4M
50 INSIGHTS FROM 5000+ Indonesian Consumers

5. 05
Why Understanding Consumer
Behavior is Key
Importance of
Understanding
Consumer Behavior
50 INSIGHTS FROM 5000+ Indonesian Consumers
Understanding consumer behavior helps businesses create
targeted marketing campaigns that resonate with specific
audience segments.
This leads to more effective and efficient use of
marketing resources.
Tailored Marketing Strategies
Consumer behaviors are not static; they evolve with trends, technology, and societal changes.
Businesses that keep a pulse on these changes can
adapt more quickly and maintain relevance.
Adapting to Market Changes
Strategic Decision Making
Consumer insights can give brands a 360 degree view of the customer, better evaluate market demand and allow for smarter, evidence-based decision making by brands.

6. MOTHER AND
BABY PRODUCTS
Bundles of Joy, Bundles of Insights!
Discover
what tickles the fancy of
modern Indonesian Mothers

7. 07
Nasal aspirators are revolutionizing baby care and becoming a
mainstay of a new parent's war chest against the little one's
common illnesses. From gentle suction technologies to ergonomic
designs, these tools are providing essential relief to little ones and
peace of mind to parents.
Breathe Easy, Baby:
The Gentle Art of Nasal Care
1. Runny nose
2. Stuffy / congested nose
3. Snoring
89%
78%
32%
Top Common
Respiratory Problems
in Children
1. When child is sick
2. Before child was born
3. When doctor recommended to buy
When do Moms
Buy Nasal Aspirator
Products?
1. Shopee
2. Drugstores
3. Offline babyshops
Preferred Purchase
Channels to Buy
Nasal Care Essentials
#02 #03#01
64% 65%
20% 25%
16% 17%
50 INSIGHTS FROM 5000+ Indonesian Consumers

8. Delve into the diverse world of strollers, examining
how they cater to the modern parent's lifestyle.
What they look for and how different parents looks
for different strollers.
Baby's Day Out:
Trends Shaping the Littlest
of Lifestyles in Indonesia
1. Price
2. Durability
3. Easy to fold / unfold
4. Washable / easy to clean
5. Good maneuverability
76%
74%
49%
45%
71%
What Parents
Look for in a Stroller
#04
0850 INSIGHTS FROM 5000+ Indonesian Consumers

9. It's Strollers Galore
in Indonesia!
#05
parents with children below
3 years old use strollers - a testament
to their indispensability.
of parents have more than one
stroller at home, highlighting the need for
different types for various occasions.
of parents prefer travel-size strollers
for convenience, while enjoy the
flexibility of owning both travel and
full-size strollers.
8 in 10
32%
45%
15%
50 INSIGHTS FROM 5000+ Indonesian Consumers

10. 10
Understand how material innovations, orthodontic designs,
and safety features are shaping parental choices and
infant comfort.
Pacifiers: A Peek Into
Peaceful Parenting
1. Calm baby down
2. When baby is going to sleep
3. To help with dental development
Top 3 Occasions
When Parents Choose
to Use Pacifiers
#06
1. Material & texture
2. Comfort & soothing ability
3. Age suitability
4. Safety
5. Shape & size
Key Criteria
Influencing Parent
Choices for Pacifiers
1. Shopee
2. Baby Shop
3. Baby Fair
Preferred
Purchase Channels
#07 #08
70%
49%
29%
74%
69%
63%
59%
48%
20%
62%
54%
50 INSIGHTS FROM 5000+ Indonesian Consumers

11. 11
Take a closer look at how bottle feeding is adapting to modern
needs and where parents are sourcing their awareness from.
Feeding Frenzy:
The Bottle Revolution
1. Social media
2. E-Commerce platforms
3. Friends / family
4. Internet search
5. Offline store
66%
53%
29%
25%
42%
Where do Indonesian
Parents Find Out More
about Baby Bottles?
#09
1. Shopee
2. Offline baby shop
3. Tokopedia79%
24%
22%
Preferred
Purchase Channels
#10
50 INSIGHTS FROM 5000+ Indonesian Consumers

12. PERSONAL CARE
From Scrubs to Smiles:
Crafting the Future of Self-Care
Discover what tickles the
fancy of modern Indonesian
Mothers & Women
50 INSIGHTS FROM 5000+ Indonesian Consumers

13. 13
There are many hygiene products available
in the market, but what exactly do
Indonesian women look for in a product?
Lather, Rinse,
Repeat
of customers look
for hygiene products that
claim to 'Kill of
Germs / Viruses'.
88%
99.9%
#11
of hygiene products users are willing to try new hygiene brands / products in the future. Brand loyalty is limited for this category so there is hope for new brands entering the market!74%
Low Barriers
of Market Entry
#13
1. Effectiveness to kill germs
2. Price
3. Product safety
4. Reviews / recommendations
5. Compatibility with skin / surface
64%
58%
54%
46%
58%
Purchase
Considerations
#12
50 INSIGHTS FROM 5000+ Indonesian Consumers

14. 14
In a society where aging gracefully is valued, adult diapers play
a crucial role. They are not just products; they symbolize dignity,
freedom, and continued engagement in daily life.
Let's understand how these essential items are empowering
a growing demographic.
Adult Diapers: Dignity
& Comfort in Every Step
1. Price
2. Comfort
3. Absorbency
4. Size fit
5. Ease of putting it on
Purchase
Considerations
#15
74%
70%
58%
52%
52%
#14
adult diaper
buyers are caregivers.
6 in 10
50 INSIGHTS FROM 5000+ Indonesian Consumers

15. 15
Hair care in Indonesia is moving towards natural ingredients and
salon-quality home products. Consumers are seeking solutions
that cater to specific hair types and concerns, reflecting a desire
for personalized hair care routines.
From Hair to There:
Taming the Trends of
Indonesian Hair Care
1. Hairloss
2. Dandruff
3. Itchy scalp
Top 3
Hair Concerns
#16
85%
54%
34%
1. Shopee
2. Indomaret / Alfamart
3. Supermarkets / Hypermarkets
Preferred
Purchase Channels
#17
68%
50%
29%

16. 16
For more severe and persistent hair issues where professional help
is required, salon and hair care centres are often the go-to solution.
Safe to say, brands that are in the hair care space should focus
their marketing efforts on advocacy and community marketing to
harness on the power of peer to peer recommendations to grow
the customer base.
1. Friends / family recommendations
2. Social media
3. Passed by the place
4. Internet search
5. Website
But How do Indonesian Consumers
Know Where to Go?
#18
72%
61%
29%
23%
11%
50 INSIGHTS FROM 5000+ Indonesian Consumers

17. 17
Indonesia's beauty and skincare market is flourishing with
emergence of local brands and natural ingredients gaining
popularity. This segment is evolving with a focus on organic,
eco-friendly products tailored to diverse skin types and local
climate conditions.
Glow and Tell: The Radiant
Rise of Beauty and Skincare
in Indonesia
What is The Current
Beauty Trend?
#19
skincare users prefer skincare products with light texture.
Immediate moisturising effect is 2x more preferred over
instant brightening effect.
92%
50 INSIGHTS FROM 5000+ Indonesian Consumers

18. 18
1. Social media
2. E-Commerce platforms
3. Friends / family
4. Internet search
5. Offline store
75%
51%
17%
15%
36%
How do Indonesian
Consumers Learn More
about Beauty Brands?
#20
1. Shopee
2. Lazada
3. Tiktok Shop81%
25%
23%
Preferred
Purchase Channels
#21
Halal-certified beauty is a booming
market with a global turnover
worth in 2020.
With an increasing religious awareness
amongst younger Muslim consumers
and a growing Muslim population
worldwide, sales of halal cosmetics are
forecasted to grow of CAGR until
2026, with South East Asia as the leading
region for halal cosmetics and personal
care products. (Premium Beauty News)
FUN FACT
USD 74.7 billion
9.6%
50 INSIGHTS FROM 5000+ Indonesian Consumers

19. 19
In response to the increasing need for specialized skin
care, the Indonesian market is seeing a rise in products
targeting eczema. These solutions are focused on gentle,
hydrating ingredients, free from irritants, that soothe and
protect sensitive skin, meeting the specific needs of
those with eczema.
Glow and Tell: Eczema,
Not Your Typical Skin
Top 3 Actions Taken to Relieve Itch
(due to eczema / sensitive skin)
#22
1. Use itch relieve lotion / cream
2. Use cool powder
3. Use hot oil 83%
36%
26%
50 INSIGHTS FROM 5000+ Indonesian Consumers

20. “The impact of eczema can be significant, affecting not only the skin
but also an individual’s overall quality of life. Eczema can cause
intense itching, redness, and dry, scaly skin, and can lead to sleep
disturbances, decreased productivity, and decreased self-esteem.”
Dr. Steven Line, a representative of the American Cosmetic
Association explained to Medical News Today. (Medical News Today)
1. Shopee
2. Drugstores
3. Pharmacies
68%
40%
31%
Preferred Purchase
Channels for Buying
Eczema Products
#23
1. Social media
2. Friends / family
3. E-Commerce platforms
4. Internet search
5. Doctors / medical professionals
52%
39%
36%
28%
28%
How do They Know
about Eczema
Skincare?
#24
2050 INSIGHTS FROM 5000+ Indonesian Consumers

21. SUPPLEMENTS
& CONSUMABLES
Discover what tickles the
fancy of modern Indonesian
Mothers & Women
50 INSIGHTS FROM 5000+ Indonesian Consumers

22. 22
Jamu is a herbal medicine and wellness tradition that Indonesians
have practiced for centuries to keep body, mind and spirit healthy.
It is thus not surprising that today's modern Indonesian women
seek to explore how they can benefit from the positive infusion of
modern science and traditional beliefs in their dietary choices.
Herbal Harmony:
The Rise of Herbal Products in
Indonesian Examining Diets
1. Immunity
2. Energy
3. Digestion
59%
37%
33%
#25
1. Food safety 2. Product effectiveness 3. Price 4. Ingredients quality 5. Halal certification76%
59%
48%
47%
58%
Purchase Considerations
When Choosing
Herbal Products
#26
What Functionalities are Most Sought After?
50 INSIGHTS FROM 5000+ Indonesian Consumers

23. 23
Examining the rise of herbal products that provides insights
into how traditional and modern health beliefs are
influencing dietary choices in Indonesia.
Herbal supplements and consumables in Indonesia should
consider leveraging on the power of crowd influence and peer
to peer recommendation to share about the benefits and
positive outcomes of their products using authentic user
generated content sharing - from real users to potential users.
1. Shopee
2. Pharmacies
3. Tokopedia
74%
34%
24%
#27
How do They Know
about Herbal Brands?
#28
Preferred Purchase Channels
1. Friends / family
2. Social media
3. Website
4. Internet search
5. Doctor / medical professional
70%
57%
20%
17%
28%
50 INSIGHTS FROM 5000+ Indonesian Consumers

24. Dive into the collagen supplement trend, where beauty meets
health in a sip, and every jar is a promise of youth and vitality.
Collagen Craze:
How Collagen Supplements
are Shaping Wellness
#29
1. Stress reduction
2. Beauty
3. Immunity 47%
40%
38%
Why do Indonesian Women
Consume Collagen?
#30
of collagen supplement
consumers purchase collagen
products every month.71%
2450 INSIGHTS FROM 5000+ Indonesian Consumers

25. #32
1. Shopee
2. Drugstores
3. Lazada81%
19%
17%
Preferred
Purchase Channels
#31
Indonesian consumers surveyed
include collagen rich foods or collagen
supplements in their daily routine.5 in 10
2550 INSIGHTS FROM 5000+ Indonesian Consumers
Did you know that there are over 28 kinds of collagen protein in the human body? Collagen is, in fact, our most abundant protein and makes up around 40% of protein in our body, contributing to every part of our body from head to toe. (For Goodness Shakes)
FUN FACT

26. 26
Explore the world of plant-based
milk in Indonesia, where every
carton is a story of sustainability,
health, and a new kind
of delicious.
Moo-ve Over Dairy:
the Surge of
Plant-Based Milk
Alternatives
1. Oat milk
2. Soy milk
3. Almond milk
69%
68%
61%
Which Plant-Based Milk
Alternatives do Indonesian
Consumers Prefer?
#33
1. Taste
2. Price
3. Naturalness
4. Reviews from friends / family
5. Sugar content: low sugar
6. Protein content
88%
74%
39%
39%
39%
41%
Indonesian Consumers' Criteria
for Choosing Plant-Based
Milk Alternatives
#34
50 INSIGHTS FROM 5000+ Indonesian Consumers

27. 27
Production of plant-based milks, particularly soy, oat, and
pea milks, can offer environmental advantages over animal
milks in terms of greenhouse gas emissions, land and water
use. Plant-based beverages have been consumed for
centuries, with the term "milk-like plant juices"
used since the 13
th
century.
#35
How are Indonesians
Discovering Plant-Based
Milk Brands?
1. Social media
2. Friends / family
3. E-Commerce platforms
4. Internet search
5. Doctors / medical professionals
68%
44%
29%
21%
41%
#36
Why
Plant-Base?
Among the plant-based milk consumers, consume
the product for its health benefits prefer to consume
their plant-based milk directly, while also incorporate
it into their beverages, usually coffee or chocolate.
53%
86%
51%
50 INSIGHTS FROM 5000+ Indonesian Consumers

28. 28
Plant-based milk is one of the most successful categories of alternative protein,
predicted to reach a value of by 2030. But why is it so successful?
The driving force behind any alternative protein’s success is the motives people
have for choosing it over animal protein is to "feel healthier".
(Food Navigator Survey 2023)
The nutritious value of plant-based milk or alternative milk varies depending
on the ingredients and process but they typically contain less calories,
which makes them more attractive for those concerned about weight.
(ChannelNewsAsia 2023)
#37Is There Any Room
for Competition?
plant-based milk consumers
are willing to try new plant-based milk
brands / products in the future.
86%
$47 Billion
50 INSIGHTS FROM 5000+ Indonesian Consumers

29. 29
The increasing demand for powdered drinks for health
and convenience.
Powder Power: The Popularity
of Powdered Drinks for Health
and Convenience
1. Flavour options
2. Price
3. Ingredients
4. Taste
5. Nutritional content
82%
72%
62%
57%
55%
1. Offline store 2. Social media 3. E-commerce platforms 4. Friends/family 5. TV 53%
47%
34%
34%
22%
Source of
Awareness
Purchase Considerations
consume powdered drink during breakfast,
while also consume it during their work hours.
77%
29%#38
50 INSIGHTS FROM 5000+ Indonesian Consumers

30. FASHION,
EDUCATION &
RECREATION
Discover what tickles the
fancy of modern Indonesian
Mothers & Women
50 INSIGHTS FROM 5000+ Indonesian Consumers

31. 31
Lights, Camera, Action! Growing up in the era of social media
and with a median average of spending 3 hours a day on social
media alone, it comes as no surprise that majority of Indonesian
consumers (Millennials and Gen-Z) surveyed here learn about
the latest fashion brands from Youtube, Instagram, Facebook
and pick their next outfits from e-stores.
Fashion Forward:
Strutting Through the Style
Streets of Indonesia
1. Social media
2. E-commerce
3. Offline store
4. Celebrity endorsements
5. Friends / family
Source of
Awareness
#39
70%
56%
40%
39%
34%

32. 32
#40
How Often do Indonesian
Shop for Clothes?
purchase clothing items
for themselves once a month.
35%
#41
Indonesian Clothes
Repurchase Rate
will purchase clothing from
brands they have previously purchased.
98%
Fast fashion has had a significant positive impact on the
economy of Indonesia since the end of the pandemic. The
growth of the textile industry in the country has been driven
by the demand for affordable and trendy clothing both
online and offline. Along with this growth comes increasing
concerns however about the impact the volumes of textile
waste produced has on the environment.
50 INSIGHTS FROM 5000+ Indonesian Consumers

33. Indonesian parents turn to fellow parents to recommend the better school and enrichment
programmes for their children since there's no better way to verify the impact of a school's
curriculum then to look at the outcome of the student who experiences it firsthand.
NB: Every child learns differently and it is important that parents discern
the learning methodologies and environmenttheir child thrives in.
Empowering Next-Gen Leaders:
Choosing Education Programmes
#42
Source of
Information
1. Friends / family
2. Teacher at school
3. Social media
4. Passed through the building
5. Internet search
54%
47%
17%
17%
34%
#43
How Parents Decide Child’s
Education Programmes
1. Quality of education
2. Teachers' experience
3. Distance from home
4. Reputation
5. Price
78%
67%
52%
49%
59%
Schools and education programmes
can consider beefing up their collection
of parent testimonials and enhance
their referral programmes to encourage
parents who have successfully benefited
from their programmes to recommend
the school to friends & families.
3350 INSIGHTS FROM 5000+ Indonesian Consumers

34. 34
As the affluence of the country grows, an increasing
number of Indonesian parents are focusing time and
money on their children's education needs.
Physical tuition centre
2. Offline private tutor
3. Online tuition centre
What are Parents
Looking For?
#44
78%
30%
15%
children attend their
academic programme every
2-3 times a week.
Math and English
are the top subjects
the children are enroled in
academic programmes.
More Insights Regarding
Enrichment Programmes
Outside of School
#45
69%
79%
72%

35. 35
Quick Bites: The Revolution
of Ready-to-eat Meals
in Indonesia
Discover the ready-to-eat meal revolution in Indonesia,
where every package is a tale of busy lives, culinary
adventures, and the joy of instant gratification.
Indonesians are avid meat consumers,
with of the surveyed respondents
have no restrictions on their meat intake.
1. Chicken
2. Beef
3. Lamb
Top 3 Meat Consumed
by Indonesians
#46
97%
98%
86%
59%
50 INSIGHTS FROM 5000+ Indonesian Consumers

36. Discover how parents think these spaces blend fun, education, and safety, offering
interactive and stimulating environments for children to explore, learn, and grow.
Indoor playgrounds are a (safe) haven for many parents and their children
especially with the erratic weather conditions in Indonesia and air pollution.
of parents with children up to 13 years old take
their children to indoor playgrounds.
Playful Discoveries: The What, Why,
and How of Children Entertainment
#47
Consideration Factors for Kids
Indoor Playground Selection
1. Safety and cleanliness
2. Variety of equipment
3. Distance from home
4. In the malls which I frequently go to
5. Price per session
82%
93%
72%
51%
48%
58%
#48
How Much are
They Willing to Pay?
1. Up to IDR 200,000
2. Above IDR 200,000
95%
5%
36
Indoor playground owners can
consider this sweet spot ceiling
when setting their price packages
to maximise capacity, and fun fact!
parents prefer purchasing
playground tickets on-site.
87%
50 INSIGHTS FROM 5000+ Indonesian Consumers

37. 37
Leisure & Recreational
Experiences
1. Social media
2. Friends / family
3. Internet search
4. Celebrity endorsement
5. Pass by the place
Source
of Awareness
#50
72%
48%
38%
24%
16%
1. Hiking
2. Archery
3. Paintball
Indonesian’s Favorite
Recreational Activities
#49
43%
29%
23%
50 INSIGHTS FROM 5000+ Indonesian Consumers

38. 50 INSIGHTS FROM 5000 Indonesian Consumers
Indonesia is a hotbed for investors and companies to grow their business
in the region because of its large population and growing segment of
educated, mid to high affluent millennials and Gen-Z consumers.
Consumer trends will continue to evolve and we trust these insights have presented
companies like you with a glimpse of available opportunities to enter new segments
in Indonesia and engage with your potential customers.
Supermom possesses the demographic data of these respondents, and we are
able to support brands to re-target these respondents to generate further insights
to ascertain marketing strategies or target non-users identified in this survey for
potential nurturing and conversion.
Hit us up for a further chat over coffee on how we can tap on our base to support
your business needs.
All the best for your expansion in / into Indonesia!
KEY TAKEAWAYS
38

39. 38
Explore what Supermom
can do for you
Want to hear what your target
consumers have to say
about your brand?https://supermombusiness.com/contact-us

40. 50 INSIGHTS FROM 5000 Indonesian Consumers
These survey statics were derived from Supermom's proprietary
survey platform and compiled from the survey insights gathered
to understand Indonesian consumers across the period of August
to November 2023. The respondents of these survey questions are
a part of Supermom's community base with the general
demographics of
Rebecca Koh, Chief of Staff
Kenneth Lai , VP of Regional Sales & Insights
Dita Wahyunita, Regional Senior Research Executive
Jeanette The , Intern
NOTES ON
METHODOLOGY
40
Between 25 to 45 years old
Predominantly female
From tier 1 and tier 2 cities in Indonesia
Have children
From the Supermom team that brought you this ebook,

41. www.supermombusiness.com