Indonesians’ attitudes towards Health and Wellness

Indonesians’ attitudes towards Health and Wellness

21 October 2021

Spire DCEO, Japnit Singh, discussed the opportunities for Indonesian Food and Beverage (F&B) manufacturers at a U.S. Dairy Export Council’s (USDEC) webinar on 21 October 2021.

In the first instalment of USDEC’s webinar series, Insights and Intelligence, Spire’s DCEO Japnit Singh revealed findings of Indonesian’s attitudes and interest toward health and wellness. Recently, Spire conducted a custom USDEC consumer study across five Indonesian cities: Jakarta, Bandung, Medan, Surabaya and Makassar. Japnit shared some of the key findings and business implications at the webinar.

Indonesian consumers are aware of the importance of protein in their diet and are willing to pay more for premium food products with added protein. However, they are relatively less knowledgeable of the different forms of protein, such as whey protein. Factors that influence purchasing decisions include the taste of protein (47%) and halal certification (48%). Japnit believes that Indonesian F&B manufacturing businesses could drive consumption by engaging with experts and influencers, and localising their products.


For media enquiries, please contact:

Marie Teo
Manager, Group Corporate Communications
Spire Research and Consulting
Phone: (65) 6838 5355
E-mail: [email protected]