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Consumer Lifestyles in Indonesia

November 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Indonesia.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Indonesia report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Indonesia report answers:

  • How is the consumer mindset in Indonesia changing? In Indonesia, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Indonesia purchase decisions?
  • Where and how do consumers shop in Indonesia?
  • What health-related activities do consumers in Indonesia participate in?
  • What megatrends should I focus on in Indonesia (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Indonesia 2022
Life priorities
Prioritising time for family remains more important than personal time
Work is a high priority for all generations, well above finding time for personal pursuits
Indonesian consumers value curated experiences and want to be seen to be doing well
Baby Boomers notably less interested than other cohorts in uniquely tailored experiences
Consumers like trying new products and services but will only buy from trusted brands
Millennials more likely than other cohorts to be actively engaged with brands
Home life
Studying and working from home is more common among Indonesians than globally
Generation Z exercise at home less than other generations
Younger generations want minimalist design for their home spaces
Eating habits
Millennials order food for home delivery more regularly than other cohorts do
Indonesians prefer health and nutritional benefits in foods over low prices
Veganism is more common among Baby Boomers than among other generations in Indonesia
Snacking is more popular at the weekend
Baby Boomers eat snacks less than other cohorts do
Working life
To earn a high salary and have a good work-life balance are top work-related factors
Generation X have a stronger preference to work from home
High salaries are key but health and safety also critical for Gen Z
Indonesians have high expectations to be self-employed and start their own business
Gen Z highly focused on starting their own business and having more than one job
Leisure habits
Baby Boomers do not socialise in person as much as other generations do
Days trips are the most regular leisure activity after shopping
Gen Z not as actively engaged in leisure activities as other cohorts are
All generations take regular domestic trips
Holidays with a family focus are more important to Indonesians than global average
Relaxation at destination more important to Gen Z
Health and wellness
Women take a more active role in health-related activities
Indonesians have high interest in regular running/jogging for exercise
Generation Z engage in weekly exercise activities less than other generations do
Massage for stress reduction is more common than global average
Millennials and Gen X use massage to alleviate stress more than other cohorts do
Sustainable living
Majority of Indonesians are trying to have a more positive impact on the environment
Climate change and environmental concerns are felt by all generations
Reducing the use of plastics is a top priority among all generations
Generation X is particularly focused on using more energy-efficient products
Shopping habits
Quality is much more important for Indonesian consumers than quantity
Millennials have a higher preference for visiting shopping malls
Consumers rely on friends/family recommendations and independent consumer reviews
Gen Z are mostly influenced to purchase products and services by friends and family
A convenient location is important to Indonesian in-store shoppers
Gen X is more motivated to check out items in-store before buying them
Best prices, flexibility and free delivery are the biggest motivators to shop online
Younger generations are more motivated to shop online for best prices
Spending habits
Middle cohorts expect to increase their spending on education the most
Baby Boomers less concerned than other cohorts about increasing their savings
Indonesians are less troubled than the global average by targeted ads online
Gen X is more inclined to actively manage data sharing compared to other cohorts
Higher rates of smartphone and desktop ownership than global average
S martwatches and fitness wearables are more popular among Millennials
Higher rates of most online activities compared to global average
Millennials most active video gamers

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