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Indonesia: Consumer Profile

Publisher Euromonitor International
Published Jul 27, 2026
Length 45 Pages
SKU # EP21452988

Description

Indonesia's population reached 285.7 million in 2025 and will grow to 311.8 million by 2040, up 9.1% at a 0.6% CAGR. The defining shift in recent years has been generational: Generation Alpha has overtaken Gen Z as the largest cohort. Real GDP grew by 5.1% in 2025, yet that strength sits alongside visible strain on middle-class purchasing power, with this tension running through this year's consumer story.


Euromonitor's Indonesia: Consumer Profile report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Economy market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

45 Pages
Scope
Key findings
Key drivers affecting consumers in Indonesia in 2025
How developments today shape the consumer of tomorrow
Gen Alpha overtook Gen Z as the largest cohort
Lifestyle disease risk rises as wellness gains ground
Ageing accelerates and a silver economy emerges
Urbanisation concentrates demand in the largest cities
Opportunities for growth
Households multiply as average size keeps shrinking
Ownership stays high while renting recedes
Households age with female-headed households a growing minority
Connectivity close to universal, with smart homes growing in number
Incomes rise but the middle-class squeeze offers fresh challenges
Spending priorities diverge sharply by generation
Younger, urban earners lead income growth to 2040
Consumption shifts online and towards services
Key findings consumer survey
Quality and local pride reshape willingness to pay
Frugal living coexists with selective indulgence
Sustainability moves from sentiment to expectation
Financial optimism underpins saving and investing
Work flexibility and reskilling reshape daily life
Key takeaways

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