Study: 77% of Indonesians spot grocery ads on social media as value shopping grows

Social media is now a key discovery channel for Indonesian grocery shoppers, with 77% reporting they notice grocery-related ads online, according to new research from YouGov. The data highlights a digitally connected, price-conscious consumer base that carefully evaluates value before spending.

The study, “The Rise of Value Shoppers: APAC Grocery Retail 2025,” surveyed 2,018 Indonesian adults and compared behaviours across Indonesia, Singapore, Hong Kong, Australia, and Thailand. While rising prices influence all markets, Indonesia shows a unique mix of proximity-driven shopping and value-seeking behaviour.

“Indonesia is aligned with the regional market when it comes to digital trends,” said Edward Hutasoit, general manager of YouGov Indonesia and India. “This creates a major opportunity for brands to optimise mobile-first campaigns and app-based loyalty strategies. But more than that, what we’re seeing is a smart, strategic consumer who is digitally connected, highly aware, and constantly evaluating value. For businesses, that means the old rules no longer apply: loyalty must be earned at every touchpoint.”

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Indonesians are actively using digital tools to get the best deals: 63% use supermarket apps for promotions and discounts, and 58% consult price comparison websites. They also approach purchases with careful planning: 71% buy only what they need, and 59% prepare shopping lists in advance.

Price sensitivity is evident. Consumers are most likely to cut spending on instant food (34%), packaged snacks (33%), and meat or eggs (22%) when prices rise.

“This pattern suggests a practical, category-based decision process: cut non-essentials, and reallocate budgets quickly,” YouGov said. Emotional factors also play a role: 45% feel guilty buying unplanned snacks or treats.

Yet, shopping is not only about price. Store environment - such as cleanliness and layout - is important to 32% of Indonesian shoppers, while 46% value product variety.

Convenience stores are the most preferred grocery channel at 26%, reflecting a fragmented, proximity-driven retail landscape. Shopping is also a family activity for 65%, the highest in the region, indicating opportunities for in-store activations and family-oriented promotions.

“This report reinforces how vital it is to localise retail, pricing, and media strategies,” Hutasoit added. “Whether you’re a retailer, a brand, or a policymaker, truly understanding the Indonesian shopper is essential to staying competitive in today’s fragmented and fast-moving market.”

The findings reveal a market where digital awareness, price sensitivity, and convenience intersect. In Singapore, 63% of grocery shoppers are willing to try new brands, even unfamiliar ones, signalling a growing appetite for exploration alongside careful spending. The report also highlights shopping habits across the country: 79% of consumers visit physical supermarkets, 48% frequent hypermarkets, and 33% shop online.

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