Indonesia: Consumer Profile

September 2023

Population expansion, a high birth rate, a large youth cohort and urbanisation continue to shape Indonesia’s demographic landscape. The cultural inclination to save and budget influences consumer spending patterns, while the expanding middle class presents opportunities in various sectors. Going forward, the influence of Generation Z on consumer preferences will solidify. Couples with children will remain the largest household type, fuelling demand for family-orientated products and services.

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.

The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Indonesia report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Indonesia report answers:

  • How consumers in Indonesia are changing? 
  • What are key changes in Indonesia population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Indonesia and how it is changing consumer landscape?
  • What are key income groups in Indonesia? What is the outlook for the future?
  • Where consumers are  spending the money in Indonesia? 
  • How is the consumer mindset in Indonesia changing?
  • In Indonesia, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Indonesia?
Download Table of Contents
Scope
Key drivers affecting consumers in Indonesia in 2022
How developments today shape consumer of tomorrow
Key findings
Today 2022: Generation Z constitutes the largest population cohort in Indonesia
Today: Population expanding, supported by natural increase
Indonesian consumers value quality over quantity
Tomorrow 2040: Population profile in Indonesia to remain youthful
Tomorrow : Generation Alpha the largest cohort in 2040, Gen Z’s will be 30-45 years old
Tomorrow : Bandung to become the second Indonesia’s megacity by 2040
Areas of opportunity
Case study: The World Bank supports efforts to improve urban mobility in Indonesia
Today 2022: Four-person households are the most common type in Indonesia
Prevalence of families with children necessitate larger homes
Minimalist design and energy efficiency is a top priority for home features
Tomorrow 2040: Families with children to continue growing in Indonesia
Gender disparity persists male-dominated household leadership continues
High mobile phone penetration rates present opportunities for Indonesia’s e-commerce
Areas of opportunity
Case study: E-commerce marketplace in Indonesia enhances its services
Today 2022: The lower middle class D constitutes the largest social class in Indonesia
Prices surge, but inflation in Indonesia remains lower than in developed economies
Budgeteers are planning to increase their spending on essential items
Tomorrow 2040: Expenditure in lower income groups centres on essential spending
Tomorrow 2040: Incomes to grow fast on the back of strong economic development
Tomorrow 2040: Jakarta and Surabaya to lead in terms of consumer expenditure
Areas of opportunity
Case study: Bakery-cafés flourish in Indonesia as urban middle class surges
Key findings consumer survey
Middle cohorts have a more positive outlook on their future
Indonesian consumers are choosing to invest in gold and other precious metals
Strong work/life balance deemed as the most desirable work priority
Minimalism is a preferred lifestyle among Indonesian consumers
Reducing plastics use is a top green activity, while many also choose to donate to NGOs
Areas of opportunity
Case study: The Blue Economy Roadmap to address marine ecosystem sustainability
Key takeaways
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