Indonesia's population reached 285.7 million in 2025 and will grow to 311.8 million by 2040, up 9.1% at a 0.6% CAGR. The defining shift in recent years has been generational: Generation Alpha has overtaken Gen Z as the largest cohort. Real GDP grew by 5.1% in 2025, yet that strength sits alongside visible strain on middle-class purchasing power, with this tension running through this year's consumer story.
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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?
Scope
Key findings
Key drivers affecting consumers in Indonesia in 2025
How developments today shape the consumer of tomorrow
Today 2025: The population continues to grow and Generation Alpha takes the lead
Gen Alpha overtook Gen Z as the largest cohort
Lifestyle disease risk rises as wellness gains ground
Tomorrow 2040: Expanding youth population alongside increasing life expectancy
Ageing accelerates and a silver economy emerges
Urbanisation concentrates demand in the largest cities
Opportunities for growth
Case study: QRIS Tap brings tap-to-pay to young consumers
Today 2025: Households with four persons have the biggest share
Households multiply as average size keeps shrinking
Ownership stays high while renting recedes
Tomorrow 2040: Households continue to increase in number while shrinking in size
Households age with female-headed households a growing minority
Connectivity close to universal, with smart homes growing in number
Opportunities for growth
Case study: BTN underwrites Indonesia's 3 Million Homes push
Today 2025: The gender income gap persists, while inequality eases only marginally
Incomes rise but the middle-class squeeze offers fresh challenges
Spending priorities diverge sharply by generation
Tomorrow 2040: Disposable income rise outpaces the regional average
Younger, urban earners lead income growth to 2040
Consumption shifts online and towards services
Opportunities for growth
Case study: Shopee consolidates where Indonesians spend online
Key findings consumer survey
Quality and local pride reshape willingness to pay
Frugal living coexists with selective indulgence
Sustainability moves from sentiment to expectation
Financial optimism underpins saving and investing
Work flexibility and reskilling reshape daily life
Opportunities for growth
Case study: Sejauh Mata Memandang turns sustainability into pride
Key takeaways
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Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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