Indonesia: Consumer Profile

November 2024

The demographic landscape in Indonesia is being shaped by its expanding population, high birth rate, large youth cohort and urbanisation. Spending patterns are being shaped by a generational shift, as consumer preferences move towards personalised and tech-driven solutions. Going forward, the influence of Gen Z and their demands will increase. Households with children will remain dominant, driving demand for family-orientated goods.

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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 findings
Key drivers affecting consumers in Indonesia in 2023
How developments today shape consumer of tomorrow
Today 2023: Generation Z leads as Indonesia’s population grows amidst urbanisation
Indonesia’s youthful population drives growth amid diverse cultural influences
Rising health risks as Indonesian consumers focus on wellness
Tomorrow 2040: Future shaped by a increasing youth population and longer life expectancy
Population growth and the rising influence of Generation Alpha in Indonesia
Urbanisation to accelerate as Jakarta emerges as the dominant megacity
Opportunities for growth
Case study: Tokopedia expands MSME empowerment through partnership with TikTok
Today 2023: Diverse household sizes, and over three persons in a household on average
Couples with children remain leading household type, but single-person households rising
Rising housing prices in Indonesia highlight demand for safe and minimalist homes
Tomorrow 2040: Household structures set to evolve, with couples without children rising
Households in Indonesia are ageing and predominantly led by males by 2040
Digital adoption accelerates across households with nearly universal internet access by 2040
Opportunities for growth
Case study: Polytron enhances smart home efficiency for Indonesian households
Today 2023: Strong economic growth supported by growing middle class
Moderate inflation impacts overall spending of consumers
Baby Boomers lead in financial confidence and planned increased spending on experiences
Tomorrow 2040: Disposable income growth and rising middle class
Technologically adept youth will see the most rapid increase in their incomes
Jakarta remains the hub of consumer expenditure among Indonesians
Opportunities for growth
Case study: GoPay responding to Indonesia’s growing middle class
Key findings: Consumer survey
Baby Boomers focus on high-quality and environmentally friendly household essentials
Consumers focus on bargain-hunting, while showing a growing preference for quality
Environmental consciousness rises as Indonesians takes action against plastic use
High financial confidence among consumers, with Millennials leading in savings
Work-life balance and reskilling are top priorities for Indonesian workers
Opportunities for growth
Case study: Stilt Studios’ high-quality, minimalist homes
Key findings
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