Table of Content

Consumer landscape 2021
Life priorities
Over half prioritise spending time with their extended families
Work is a high priority well above finding time for personal pursuits
Generation Z show a shift in priorities away from work to more personal time
Consumers show a strong tendency towards curated experiences
Being distinct from others is more important for younger cohorts
Over 70% of respondents like to try new products and services
Millennials/Generation X more focused on buying from companies they trust
Home life
Connecting with friends/family online are top home-based activities
Generation Z exercise at home less than other generations
High levels of home activities driving desire for minimalist design
Safe location is key feature; younger cohorts want minimalism for space
Eating habits
Lower levels of home cooking drive high rates of demand for foodservice
Generation Z eat at a restaurant less frequently than older generations
I ndonesian consumers select foods with health and nutritional benefits
Generation Z not as occasional meat and fish eaters as older cohorts
Majority of snacks are typically eaten while watching screens
Younger cohorts less likely to eat meals at the same time each day
Working life
Having a good work-life balance comes out top of work-related factors
Generation Z have strongest desire to work for themselves
High salaries are key but health and safety also critical for middle cohorts
High expectations for flexibility, owning a business and home working
Generation Z and millennials more focused on starting their own business
Sustainable living
High percentage are trying to have a more positive impact on the environment
Older cohorts are more worried about climate change
Reducing the use of plastics is a top priority for consumers
Generation Z not as focused on using less water as a key green behaviour
Over half of consumers use sustainable packaging
All generations have strong focus on repairing rather than replacing
Leisure habits
Nearly 60% of respondents socialise online every week
Day trips are more popular among millennials

36% of respondents go shopping as a leisure activity every month
Meeting up with friends to socialise most popular across generations
All generations take regular domestic trips
Spending time outdoors, relaxing with family most important after safety
Quality of food/dining at destination more important to younger cohorts
Health and wellness
Women take a more active role in health-related activities
High levels of interest in regular running/jogging for exercise and fitness
Generation X go cycling more than other generations
Percentage using massage for stress reduction higher than global average
Millennials’ use of herbal remedies is higher than in other cohorts
Shopping habits
Consumers focusing on buying less in order to afford better quality
Millennials and Generation X enjoy buying eco/ethically-conscious products
Consumers are heavily reliant on friends/family for recommendations
Independent consumer reviews are also strong influences on choice
A myriad of convenient shopping outlets are a motivation to shop in-store
Generation X more motivated to shop in-store as they can see/try before buying
Best prices, free delivery and flexibility biggest motivators to shop online
All generations are primarily motivated to shop online for best prices
Technology
Over half feel it important to cultivate their personal brand online
A higher percentage of baby boomers prefer to communicate online
Consumers have higher rates of smartphone ownership than average
Ownership of fitness wearables and smartwatches below global average
Higher rates of most online activities compared to global average
Millennials most active in online video gaming