November 15, 2024 – In Indonesia, consumers are placing greater emphasis on sustainability in their purchasing decisions, prioritizing products that reflect environmental responsibility and ethical values. Innova’s 360 research into sustainability food trends highlights how Indonesian consumers view sustainability and what actions have an impact on the Indonesian food and beverage industry.
Consumer Attitudes and Actions on Sustainability Trends
In Indonesia, most generations and households are concerned about the health of the planet and corruption, which are the top global issues. The exception is single-member households, which prioritize economic uncertainty and job insecurity. Indonesians are highly aware of global issues, led by plastic waste, pollution through transport, and food waste. Generation X is particularly mindful of littering and landfills, while Boomers focus on air pollution.
Sustainability food trends show that 3 in 4 Indonesian consumers are willing to pay extra for food and beverage brands and products that are working to solve plastic waste. Millennials and Generation X are supporting efforts to reduce litter and landfills, and Boomers are prioritizing food waste, water shortages and animal cruelty. Over the past year, nearly half of consumers have taken steps to minimize food waste and choose responsibly packaged products. The latter action is likely linked to their high awareness of plastic waste. As Indonesians increase their environmental efforts, they express feeling good about themselves and the planet when purchasing sustainable food and beverages.
Consumer Expectations on Corporate Responsibility in Sustainability Trends
Sustainability food trends show that 46% of consumers in Indonesia expect companies to invest in the environmental cause of waste management and the social cause of raising health and nutrition standards. However, Boomers prioritize nature protection. Most Indonesians believe companies should improve resource efficiency and be transparent about their raw material sources. They also want the government to enforce stricter regulations, with carbon emissions viewed as the top sustainability measure.
Food trends in Indonesia show 3 in 5 Indonesians are willing to pay more for brands solving sustainability issues. Two-thirds pay attention to nature protection claims on packaging, well above the global average. Green energy, forest protection, water usage, renewable energy and improving biodiversity are the top 5 claims that they seek. However, many struggle to identify sustainable products, with half finding it difficult.
Consumers also want detailed information on product labels, especially about nutrition, ingredient traceability, shelf life, and health claims. In contrast, they prefer simplified messaging on brand stories, discounts, lifestyle and recipe suggestions, and product storytelling.
Agriculture Trends in Indonesia
More than 9 in 10 Indonesian consumers are aware of the effects of climate change, and over half are extremely aware. Food trends in Indonesia show that over half of consumers anticipate climate change’s greatest impact will be on the sourcing and production of fish, seafood, fruit and vegetables, with 2 in 5 anticipating effects on meat. Indonesians anticipate that the most consequential impact of adverse climate events will be on crop quality and food security. This awareness opens opportunities in farming practices.
Most Indonesian consumers support technological innovations to improve crop resilience and want brands to back sustainable farming. Sustainability food trends display that they are open to ingredients sourced from climate-resilient crops and view precision farming and weather tracking positively, seeing them as solutions to improve crop quality.
Sustainability in Meat and Dairy Trends
Meat, dairy milk, and non-dairy alternative drink purchases remained stable over the past year, but meat and poultry consumption saw a significant rise. In contrast, fewer Indonesians bought meat substitutes in 2024. Sustainability food trends show that consumers consider non-dairy alternatives and meat substitutes, including cell-based meat, as more sustainable than traditional options.
When reducing dairy intake, Indonesian consumers commonly choose non-dairy alternatives like soy, oat or almonds. Their top choice is eating or drinking more juices, pulses and vegetables. For meat reduction, eating more pulses and juices is the first choice, followed by reducing meat portions in single seating, with meat substitutes being a third option.
What’s Next in Sustainable Food Trends?
Food trends in Indonesia show that consumers highly pay attention to nature protection claims on food and beverage products. Brands can emphasize actions such as forest, ocean, and land protection, carbon neutrality, and the use of renewable energy. These claims should be simple, backed by certifications, and transparent about ingredient sourcing.
Food waste awareness is particularly high, presenting an opportunity for brands to support waste reduction programs and offer smaller portion sizes. They can also enhance environmental value by using upcycled and local ingredients in new products.
Although meat and dairy consumption is increasing, Indonesians recognize the sustainability benefits of non-dairy alternatives and meat substitutes. Brands can strengthen this connection by highlighting how these alternatives reduce CO2 emissions and water use. Notably, one-third of consumers rate the taste, flavor, and texture of these alternatives better than the originals. By focusing on these areas, brands are likely to lead the shift toward more sustainable diets by prioritizing transparency and nature-focused innovations.
This article is based on Innova’s Now & Next in Consumer Expectations in Sustainability in Indonesia report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
