What are the key factors influencing Gen Z's food consumption in Indonesia?

Gen Z's food consumption in Indonesia is shaped by a combination of flavour, health, ethics, and affordability. This generation, which represents a significant portion of the population, seeks products that not only taste good but also align with their personal values and health goals. They prefer minimally processed foods with recognisable ingredients and high protein content. Additionally, Gen Z consumers are increasingly concerned about the origins of their food, favouring brands that promote sustainability and ethical sourcing. The influence of social media cannot be overlooked, as platforms like TikTok play a crucial role in shaping their food choices, driving trends and impulse purchases.

How does Gen Z in Indonesia define health when it comes to food?

For Gen Z in Indonesia, health is not solely about nutrition; it encompasses mental wellbeing and holistic health. A significant portion of this demographic actively seeks foods that improve their mood and mental state, with 72% indicating that they consider the psychological benefits of what they consume. They are also interested in foods that support their active lifestyles, leading to a preference for high-protein and functional foods. This generation is looking for products that contribute positively to their overall wellbeing, rather than just focusing on calorie counts or traditional definitions of healthy eating.

What role does social media play in Gen Z's food choices?

Social media is a powerful influencer in Gen Z's food choices in Indonesia. Platforms like TikTok and Instagram are not just avenues for discovering new products; they are integral to how this generation engages with food culture. Viral trends, influencer endorsements, and peer reviews significantly impact their purchasing decisions. For instance, campaigns that leverage social media can lead to substantial spikes in sales, as seen with Indofood's collaboration during Ramadan. Traditional advertising methods are losing effectiveness among this demographic, making it essential for brands to adapt their marketing strategies to resonate with Gen Z's digital habits.

How do affordability and accessibility affect Gen Z's eating habits in Indonesia?

Affordability and accessibility are major barriers for Gen Z consumers in Indonesia, even as they express a desire for healthier and more sustainable food options. Despite their awareness of the benefits of fresh and nutritious foods, many young Indonesians find themselves reverting to conventional, less healthy choices due to price constraints and limited availability of healthier options. Economic factors, such as the rising cost of living and economic instability, further complicate their ability to make health-conscious decisions. As a result, many Gen Z consumers are forced to prioritise budget-friendly options, often leading to a disconnect between their intentions and actual eating habits.

What innovations are food companies implementing to cater to Gen Z in Indonesia?

Food companies are increasingly innovating to meet the unique demands of Gen Z in Indonesia. This includes developing products that feature trendy flavours and high nutritional value, as well as embracing ethical sourcing practices. Brands like PT Talasi Tru Origin are responding to Gen Z's desire for transparency by promoting direct sourcing from smallholder farmers and redesigning packaging to appeal to their aesthetic preferences. Additionally, companies are leveraging digital platforms for marketing and sales, recognising the importance of engaging with this generation where they spend their time online. Innovations also extend to product formulations, with a growing emphasis on plant-based options and functional foods that align with Gen Z's health and wellness goals.

All articles by Ahmad Pathoni

Ahmad Pathoni

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Flavour, ethics and affordability – the factors shaping Gen Z consumption in Indonesia

Industry urges delay of new Indonesia nutrition label rules