July 29, 2024 – This report assesses the key drivers and influences most likely to be impacting on Indonesian food and beverage choices. Halal, safe and natural choices are important to the Indonesian consumer and represent some of the top claims when making a purchase across the majority categories. However, health is also important, and Indonesian consumers are often highly swayed by protein and functional ingredient claims, while more traditional health positionings such as sugar and fat reduction appear to be less of a concern. Taste is a key attribute to Indonesians when purchasing food and drink, and this is brought into sharper focus when it is considered that indulgence is also a key driver in their overall purchasing habits.
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