- 69% of Indonesian consumers say emotional and mental health is more important now than five years ago.
- Barriers remain: 48% struggle to access healthy options while the two other top barriers were high costs (43%) and questions about the effectiveness of health products and services 43%).
- Indonesians are increasingly turning to trusted experts and technology to guide their wellness decisions—from nutrition to smart diagnostics.
Jakarta, July 8, 2025 — NielsenIQ (NIQ), a leader in consumer intelligence, today released findings from its Global State of Health & Wellness 2025 report, spotlighting evolving health attitudes and behaviors in Indonesia. The report reveals that Indonesians are reassessing their health priorities—emphasizing emotional well-being, smarter consumption choices, trusted expert guidance, and personalized, tech-enabled solutions.
Consumers in Indonesia are proactively investing in their health and well-being, with a growing awareness that spans both physical and mental dimensions. Nearly half (46%) report taking proactive steps to improve their health, including exercising, monitoring health metrics, and making conscious dietary choices. A deeper look shows that emotional and mental well-being (69%), heart and cardio fitness (66%), healthy nutrition (65%), and minimizing high-risk behaviors such as smoking and excessive alcohol consumption (65%) have become more important to them now than five years ago.
“Indonesians are reshaping what wellness means to them—it’s no longer just about physical health, but about achieving balance through better food choices, self-care, and mindful consumption,” said Krisetiadi Purwanto, Customer Success Market Leader, NIQ in Indonesia. “The focus on trusted expert advice and greater product transparency signals opportunities for brands that deliver on health benefits with authenticity and clarity.”
While interest in wellness grows, challenges persist. Consumers cite difficulty in accessing healthy alternatives (48%) and high costs (43%) and doubts about the effectiveness of products and services (43%) as major barriers to living healthier lifestyles.
Nutrition remains central to wellness preference, but the willingness to pay a premium varies. Nearly half or 48% say they are willing to spend over 10% more on food products with enhanced nutritional benefits such as added vitamins, minerals, or fiber—while only 19% are willing to pay 20% more.
Informed decision-making is critical. Indonesians rank medical health specialist recommendations (77%) as the top influence on their wellness-related purchases, followed by access to detailed product information (69%) and the ability to ask questions or seek expert advice (65%). These concerns are driving a desire for transparency and accountability—66% say governments should more closely regulate health-focused labeling, and 62% want product labels that are clearer and easier to understand.
Technology is also supporting health goals. Over the past 12 months, Indonesians have used smart scales (43%), wearables (35%), and personal health devices (32%). Looking ahead, 35% plan to buy tools like wearables or diagnostics to help with mental wellness, physical activity, or managing specific conditions.
This consumer-reported adoption and intent is reflected in the actual market behavior where core wearables such as smartwatches and fitness trackers have seen significant sales growth in Indonesia, with over 500,000 units sold year-to-date and year-on-year growth rate exceeding 60%. Devices with sport and fitness features continue to drive this growth, while health-focused wearables such as blood oxygen monitors, heart rate sensors, and sleep trackers are also gaining traction.
“The rise of wearables in Indonesia shows how technology is becoming an integral part of the wellness journey, said Candra Wibawa, Customer Success Lead for Tech & Durables at NIQ in Indonesia. “Consumers are no longer just tracking their steps—they’re looking to smart devices to manage sleep, monitor heart health, and support overall well-being. This presents a growing opportunity for tech brands to deliver purpose-driven innovation that truly meets evolving needs.”
Together, these behavioral and market shifts point to a broader definition of wellness that now spans categories, from food to smart technology and connected devices.
“From natural food and functional products to smart devices and personalized experiences, there’s an opportunity for brands across FMCG and Tech & Durables to lead with insight, purpose, and innovation—grounded in trust and transparency,” Purwanto concludes.
About the Global State of Health & Wellness 2025 Report
This flagship report focuses on global forces that are shaping consumers’ developing needs and findings around consumers’ health and wellness awareness, aspirations, motivations, barriers, and future buying intentions. To understand how these trends are impacting your local market, download a free copy of the global report and one or more of the five Regional Insights Companions that dig deeper into specific markets across Asia Pacific; Europe, Middle East & Africa; Latin America; North America; and Western Europe.
Research Methodology
NIQ’s 2025 Global Health & Wellness survey was conducted in January and February 2025. Nearly 19,000 adult consumers were interviewed online in the following 19 countries: Brazil, Canada, China, Czechia, France, Germany, Hungary, India, Indonesia, Italy, Mexico, Netherlands, Poland, South Africa, Spain, Turkey, United Arab Emirates, United Kingdom, and United States. Data reflects the adult grocery shopping population in each respective country.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together two industry leaders with unparalleled global reach. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $ 7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
For more information, please visit www.niq.com