Wellness is no longer occasional: Indonesians seek healthier lives through technology, trust and community, PwC survey finds

• 59% of Indonesian consumers prioritise living a longer and healthier life, making longevity the country's top health and wellness aspiration.
• 86% already use health apps or wearable devices, with adoption reaching 90% among younger consumers.
• 71% would turn to AI first for health-related questions.

Jakarta, 3 September 2026 — Indonesian consumers are increasingly making health and wellness a part of their everyday lives, with a growing focus on living longer, healthier lives, according to PwC's Voice of the Consumer 2026 survey. However, despite strong health ambitions, consumers remain highly value-conscious, and are turning to technology, trusted brands, and community support to help achieve their wellness goals. For retailers and consumer brands, these evolving preferences present an opportunity to build deeper consumer engagement through trusted, personalised and technology-enabled health and wellness offerings.

“With 59% of Indonesian consumers prioritising a longer and healthier life, wellbeing is becoming an increasingly important consideration in everyday decisions. Consumers are seeking solutions that combine trust, convenience and innovation to support their health and wellness goals,” said Martijn Peeters, PwC Consulting Indonesia President Director.

PwC's analysis found that 59% of consumers cite living a longer and healthier life as their primary health and wellness goal, while 51% prioritise reducing stress and improving mental wellbeing. In addition, 41% identify personal growth and self-improvement as key aspirations. These findings suggest that wellbeing is no longer viewed as an occasional pursuit, but is increasingly shaping everyday consumer decisions.

Healthier lifestyles are driving everyday purchasing decisions

As consumers place greater emphasis on preventive health and longevity, many are adopting healthier daily habits. Nearly three-quarters (72%) of Indonesian consumers regularly prepare meals at home, while 59% take vitamins, minerals or supplements and 54% actively monitor their fluid intake. Looking ahead, consumers also anticipate increasing their consumption of products that support healthier lifestyles, with 73% expecting to consume more fresh products (fruits and vegetables) over the next 12 months, 54% planning to increase their intake of vitamins and supplements, and 49% expecting to consume more protein-rich foods such as meat, poultry and fish.

The trend is especially pronounced among younger consumers. Seventy-five per cent of younger generations expect to increase their consumption of fresh produce, compared with 60% of older consumers, signalling a stronger shift towards healthier eating habits among younger demographics.

As healthcare becomes more mainstream, access to health and wellness products is increasingly shifting beyond traditional pharmacy channels. Supported by a network of more than 44,000 minimarket outlets nationwide, consumers are able to access health products through channels they already visit regularly, making health and wellness products increasingly accessible as part of their everyday shopping routines.

Active lifestyles are becoming mainstream

Wellness is increasingly becoming an active lifestyle choice, with consumers integrating exercise, recovery, nutrition and mental wellbeing into their daily routines. More than half of Indonesian consumers (58%) regularly engage in physical fitness activities, while 38% spend more time outdoors. Consumers are also adopting more proactive wellness habits, with 37% using digital tools to improve their sleep quality and 28% actively planning their nutrition or dietary intake. 

Younger consumers are leading this shift. Some 61% of younger generations regularly participate in exercise, compared with 43% of older generations, creating opportunities across fitness, nutrition and recovery-related products and services. Younger consumers are also nearly three times more likely to spend on gym memberships, fitness classes or personal training (31% versus 11%).

At the same time, preventive healthcare is gaining traction across age groups. More than one-third (34%) of younger consumers report spending on health screening services, compared with 30% of older consumers, suggesting that preventive healthcare represents a broad-based opportunity that extends beyond younger demographics.

Wellness ambitions are tempered by financial realities

While health and wellness remain a priority, economic pressures are making consumers increasingly selective about their spending decisions. When considering health and wellness products or services, 77% of Indonesian consumers prioritise value for money, 65% value products that can be tailored to their individual needs, and 64% consider cost to be a key factor. At the same time, consumers face several barriers in achieving their health goals, with 73% citing difficulty staying motivated, 67% reporting a lack of time, and 50% indicating limited disposable income.

Notably, only 35% of respondents actively budget for health and wellness activities, highlighting the gap between consumers' aspirations and their spending capacity.

Younger consumers appear to have greater capacity for wellness spending, with 64% reporting sufficient disposable income for savings and discretionary purchases, compared with 48% of older consumers.

Beyond affordability, convenience also remains a consideration. Concerns about healthcare costs are similar across generations (44% of younger consumers versus 42% of older consumers), although younger consumers are more likely to cite access to healthcare services as a concern (31% versus 21%).

Technology and AI are becoming part of consumers' health journeys

The findings show that technology is becoming an integral part of consumers’ health and wellness journeys. Some 86% of Indonesian consumers already use health apps or wearable devices, including 90% of younger consumers and 66% of older consumers. These tools are being used to support everything from medication reminders (35%) and sleep tracking (33%) to exercise monitoring (29%) and mental wellbeing (21%). Meanwhile, 71% of consumers indicate they would turn to AI first when seeking answers to health-related questions, highlighting growing confidence in technology-enabled health solutions.

“As consumers increasingly turn to AI and digital tools for health information, they should remain mindful that not all online content is accurate or trustworthy. This highlights the important role retailers, brands, and healthcare providers can play in helping consumers identify misinformation, fraud, and misleading health claims,” added Sasanka Dutta, PwC Indonesia Advisor.

The survey also found growing interest in connected health ecosystems, with 77% of consumers willing to pay more for wearable devices whose data can be reviewed by healthcare professionals to support their care and wellbeing. This sentiment is shared across generations, with 78% of younger consumers and 74% of older consumers willing to pay more for devices that support professional healthcare guidance.

Trust and transparency are influencing brand choices

As consumers navigate an increasingly complex health and wellness landscape, trust is becoming a key factor in purchasing decisions. Eighty-eight per cent of consumers say trust is as important as price and quality, while 81% would switch brands in favour of one that offers greater transparency.

More than four in ten respondents (42%) say they feel overwhelmed by too much or conflicting health information. To build confidence, consumers expect clear information about products and how they work (78%), strong data privacy and security protections (63%), and trusted brands (49%).

Consumers increasingly seek support beyond products alone

The findings also suggest that consumers increasingly recognise the importance of support systems in helping them achieve their health and wellness goals. More than half of respondents (56%) are interested in coaching programmes and behaviour-change solutions tailored to their individual needs, while 40% express interest in health insights and diagnostic solutions. In addition, one-quarter (25%) of consumers are interested in social, community and personal growth offerings that help support their wellbeing journey.

As consumers seek guidance and support in achieving their health and wellness goals, they continue to rely on a mix of personal motivation, trusted expertise and social influence. Personal curiosity remains the strongest driver (59%), followed by healthcare professionals (57%) and friends and family (56%). External influences, including media content (45%), wellness trends (34%) and influencers (27%), also continue to shape consumer decisions.

While community-based wellness activities remain relatively niche, with only 12% of consumers participating frequently, younger consumers are nearly twice as likely as older consumers to engage in these activities (13% versus 7%).

“With 56% of consumers interested in coaching and behaviour-change programmes, the findings suggest that consumers are increasingly seeking guidance and support throughout their health and wellness journeys. While participation in community-based wellness activities remains relatively low, businesses have an opportunity to create more personalised and community-driven experiences that help consumers achieve meaningful and lasting wellbeing outcomes,” said Martijn.