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Study: Indonesia consumers prioritising healthier lifestyle choices

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Southeast Asian consumers, especially Indonesian, are becoming more health-conscious. This was according to new research from market intelligence agency Mintel. The study revealed as many as three in four Indonesian consumers at 75% saying they aim to have a healthier diet this year. In addition, 58% of metro Indonesians are looking to exercise more in 2017.While brands and companies have taken notice of this trend, the Mintel study said that innovation in Asia Pacific is falling behind. According to insights from Mintel’s Global New Products Database (GNPD), in the three years leading up to July 2017, food and beverage launches promoting “high/added protein” claims saw a 26% increase. However, Asia Pacific only saw a 5% growth in F&B launches with the same claim. One of the methods of healthy living which consumers are looking to adopt include increasing intake in consumer food and drink which are high in protein.The study found an increased interest in protein offering across the region. 64% of metro Indonesian consumers stated a preference for foods naturally high in protein. This was a marked increased from the figure last year, which lies at 37%.Healthy lifestyle preference also impacting personal care brandsThe aspiration to be healthy has also seen some impact in the beauty and personal care industry. The Mintel study found that 63% of metro Indonesians believe that exercise is crucial in leading healthier lifestyles.In response to this, beauty and personal care brands are formulating products to meet the demand for healthier lifestyle products. Research found the number of global skincare products launched featuring the word “sweat” in the product description grew by 30% between 2015 and 2016. Meanwhile, the number of these launches in the colour cosmetics category grew by a significant 81% in the same time frame.“While there have been a couple of products across Southeast Asia’s sports, energy, and lifestyle beverage space that talk about the ‘mind and body’, there is definitely still space for brands and companies to expand into this area,” Jane Barnett, head of insights, South APAC at Mintel, said.

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