Economic instability and cost of living pressures are influencing Indonesian consumer decisions and priorities, according to PwC’s Voice of the Consumer 2025

• Half of Indonesians are worried about the economy and living costs, resulting in plans to buy less and buy cheaper
• Health awareness is rising in Indonesia; additives, preservatives and processed foods are top of mind
• Indonesians are thinking about climate; though less worried than broader APAC consumers, Indonesians are starting to take action and expressing a willingness to pay slightly more for sustainable offerings
• Despite optimistic adoption of AI in day-to-day life (personalised meal plans and grocery lists), scepticism remains about personal data protection; fears are more prevalent here than in most other APAC countries. 

Jakarta, 8 July 2025 – A fresh wave of priorities is reshaping the trajectory of the global food industry, according to PwC’s 2025 Voice of the Consumer. The survey, which gathered insights from 21,075 consumers across 28 countries and territories, including Indonesia, reveals consumers want to purchase food that aligns with their values around health, convenience and sustainability. 

The survey indicates that 50% of Indonesian consumers are more concerned about economic instability and the rising cost of living, prompting them to buy less and opt for cheaper alternatives. This figure is notably higher than 44% at the global level and 42% in the Asia Pacific region.

Health is becoming a central consideration for Indonesian consumers when making food choices. Concerns about additives, preservatives, and ultra-processed foods are significantly higher than regional and global numbers. According to the survey, 72% of Indonesian respondents are concerned about the presence of additives and preservatives in their food, while 71% are worried about the health risks linked to ultra-processed products—compared to 63% and 67% across Southeast Asia, and 57% and 63% globally. This heightened awareness is driving expectations for food companies to offer healthier products (60%) and to provide clearer information and advertising regarding health benefits (58%).

Food habits across generations reveal distinct preferences. In Indonesia, older consumers, particularly Gen X, show a strong preference for fresh ingredients, with 51% regularly purchasing them—compared to Millennial (48%) and Gen Z (41%). Meanwhile, Gen Z stands out for prioritising affordability, with 36% opting for budget or value brands, more than any other age group. These trends suggest a generational shift in how food choices are shaped by values such as quality and cost.

In an era when artificial intelligence, climate change, and shifting geopolitical dynamics are transforming everyday life, consumers are seeking food options that reflect their values—health, convenience, and sustainability. However, rising food prices and economic pressures are making it increasingly difficult to make choices that align with these ideals. This underscores a critical need for innovation within the food industry, where companies must bridge the gap between aspiration and accessibility. 

Sustainability commitments

Indonesian consumers are demonstrating a growing commitment to sustainability, with many aligning their purchasing decisions with environmental values. According to the findings, 57% prefer products with eco-friendly packaging, and a notable 71% are willing to pay more to support environmental causes. This indicates a strong willingness to invest in sustainable choices. However, while 62% express concern about climate change, they admit it is not something they think about regularly. This suggests that although environmental awareness is growing, it is not yet consistently reflected in everyday behaviour.

Consumers are open to innovation for healthier, more convenient diets

Tech-driven personal wellness is at the heart of a shift in how consumers evaluate their diets and routines, with the survey revealing a growing openness to adopting new technologies. In Indonesia, over 60% of consumers are already using generative AI for personalised wellness and meal planning. 

However, Indonesian consumers also express significant concerns about the potential risks and capabilities of AI technology. A striking 92% worry about cyber threats such as hacking and scams, 91% are concerned about infringements on personal data and privacy, and 89% cite the lack of regulation and governance. Many (89%) are also cautious about the accuracy of wellness insights generated by AI.

Martijn Peeters, PwC Consulting Indonesia President Director, said, “Consumers’ growing use of AI for wellness signals a strong demand for personalised, tech-enabled experiences that align with individual dietary needs. This opens up opportunities to build integrated ecosystems combining health, shopping, and convenience. To succeed, retailers must also address rising concerns around data privacy, cyber security, and ethical AI use.”

New domain of growth for global food industry

Recent PwC research suggests that over the next decade, industries will reconfigure to meet human needs in new ways, leading to the formation of new ‘domains’ that cross traditional sector lines. For the global food system—what PwC calls the ‘How we Feed’ domain— this could result in greater cooperation, innovation, and convergence across sectors. 

Martijn stated, “The food industry is evolving rapidly, increasingly overlapping with sectors like healthcare, finance, and digital platforms. This disruption of traditional value chains unlocks new growth opportunities for businesses. Companies that integrate with service providers, logistics, and tech solutions are better positioned to meet the rising demand for seamless consumer experiences. By collaborating closely with ecosystem partners, businesses can discover innovative ways to improve margins or deliver greater value to cost-conscious consumers.”