Indonesian consumer behaviors are demonstrating significant evolution as inflation moderates and post-pandemic priorities solidify, according to ProSpace Indonesia’s Consumer Sentiment Study. Overall consumer confidence has strengthened, with 62% of respondents expressing optimism about future economic conditions, compared to 47% in the previous year’s survey.
Value consciousness remains prominent but manifests differently across income segments, with middle-income consumers increasingly defining value through quality and durability rather than merely price. Premium products with demonstrable benefits continue gaining market share despite higher price points.
“We’re witnessing a recalibration of consumer priorities rather than a simple return to pre-pandemic patterns,” notes Anita Wijaya, Consumer Behavior Analyst at ProSpace. “Health considerations, convenience, sustainability, and digital integration have become fundamental purchase drivers across category decisions.”
Health and wellness products show substantial growth, with nutritional supplements, functional foods, and fitness products experiencing 18-24% annual expansion. Meanwhile, home-centered categories including cooking equipment, home office furniture, and entertainment systems maintain momentum established during pandemic periods.
E-commerce behaviors have matured, with consumers now demonstrating more sophisticated channel preferences across different purchase occasions. Convenience store formats show renewed strength for daily necessities, while department stores continue losing market share to specialized retailers and online channels.
Contactless payment adoption has become mainstream, with 72% of urban consumers regularly using digital payment methods for daily transactions. Loyalty program participation shows increased sophistication, with consumers prioritizing personalized benefits over generic discounts.
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