JAKARTA – Indonesia’s health consciousness has reached new heights in the post-pandemic era, with citizens demonstrating increased attention to dietary habits, exercise routines, and mental wellness practices including yoga and meditation. Among these wellness trends, dietary supplement consumption has emerged as a significant component of Indonesian lifestyle choices.

Survey Findings Overview

The Asia Pacific Responsible Supplementation 2025 study, conducted by Herbalife, revealed striking patterns in Indonesian supplement consumption behaviors. The comprehensive research found that 88 percent of Indonesian respondents regularly consume health supplements, indicating these products have become deeply integrated into daily health routines nationwide.

However, the survey also uncovered a concerning knowledge gap: only 69 percent of participants expressed confidence in selecting safe and appropriate supplements. This disparity highlights the need for enhanced consumer education regarding proper product selection criteria.

Health Prevention Focus

Indonesian respondents demonstrated strong commitment to preventive healthcare approaches, with 92 percent emphasizing the importance of disease prevention strategies. These preventive measures encompass choosing nutritious foods, maintaining regular exercise schedules, and incorporating health supplements into daily routines.

This preventive mindset reflects broader cultural shifts toward proactive health management rather than reactive treatment approaches.

Information Sources and Decision Factors

The survey, which engaged 9,000 participants in May 2025, identified key information sources influencing Indonesian supplement choices:

• Healthcare professionals (67 percent) – Primary trusted source
• Family and friends (47 percent) – Social network influence
• Independent research (31 percent) – Self-directed information gathering

Despite these information sources, many Indonesians remain unaware of potential risks associated with excessive consumption of vitamins C and D. More than half of respondents admitted lacking knowledge about adverse effects from overconsumption of these common supplements.

Purchase Decision Influences

Indonesian supplement purchasing decisions are primarily driven by several key factors:

• Healthcare professional recommendations (51 percent)
• Product safety and effectiveness (46 percent)
• Quality certifications (37 percent)
• Brand trustworthiness (98 percent) – Nearly universal influence

The overwhelming importance of brand trust demonstrates Indonesian consumers’ reliance on established reputations when making supplement selections.

Industry Expert Perspective

Oktrianto Wahyu Jatmiko, Director & General Manager of Herbalife Indonesia, emphasized the critical importance of informed supplement selection in the current health-conscious environment.

“As Indonesian awareness of health and fitness importance continues growing, choosing thoroughly tested supplements produced with complete transparency represents a crucial step,” Jatmiko stated.

His comments underscore the industry’s recognition that consumer education must accompany the growing supplement market to ensure safe and effective product use.

Knowledge Gaps and Consumer Confidence

The research highlighted significant gaps between supplement usage rates and consumer knowledge levels. While supplement consumption is widespread, many users lack comprehensive understanding of:

• Appropriate dosage levels
• Potential interaction effects
• Overconsumption risks
• Product quality indicators

These knowledge deficits suggest that despite high usage rates, many Indonesians may not be optimizing their supplement routines or avoiding potential risks.

Healthcare Professional Consultation Patterns

The survey findings indicate most Indonesians remain uncertain about making independent supplementation decisions, preferring to rely on medical professionals or nutritionists as their most trusted information sources. This pattern is followed by social media and retail point-of-sale information.

This consultation behavior reflects responsible decision-making approaches, though it also suggests consumers may lack sufficient knowledge to make informed independent choices.

Market Implications

The survey results reveal several important market dynamics:

Strong Market Penetration: With 88 percent usage rates, Indonesia represents a mature supplement market with widespread consumer adoption.

Education Opportunities: The confidence gap between usage and selection knowledge suggests significant opportunities for consumer education initiatives.

Trust-Based Purchasing: The near-universal importance of brand trust indicates that established companies with strong reputations hold competitive advantages.

Professional Influence: Healthcare providers maintain strong influence over consumer decisions, making professional channel relationships crucial for supplement companies.

Public Health Considerations

While high supplement usage rates may indicate positive health consciousness, the knowledge gaps raise important public health questions:

• Are consumers using appropriate supplements for their individual needs?
• Do users understand proper dosage guidelines?
• Are people aware of potential supplement-medication interactions?
• Is supplement use complementing or replacing balanced nutrition?

These considerations suggest that public health initiatives should focus not only on promoting healthy behaviors but also on ensuring informed consumer decision-making.

Future Trends and Recommendations

Based on the survey findings, several recommendations emerge for various stakeholders:

For Consumers:

• Consult healthcare professionals before beginning supplement regimens
• Research product quality certifications and safety standards
• Understand potential overconsumption risks for common vitamins
• Maintain balanced nutrition alongside supplement use

For Industry:

• Invest in consumer education programs
• Enhance product transparency and quality certification
• Strengthen healthcare professional relationships
• Develop clear dosage and safety guidance

For Policymakers:

• Consider regulatory frameworks ensuring product safety and quality
• Support consumer education initiatives
• Promote research into supplement effectiveness and safety
• Encourage healthcare provider training on supplement guidance

Conclusion

Indonesia’s supplement consumption patterns reflect both positive health consciousness trends and concerning knowledge gaps. While nearly 9 in 10 Indonesians use health supplements regularly, many lack sufficient knowledge to make fully informed decisions about product selection and usage.

Addressing these knowledge gaps through enhanced consumer education, stronger healthcare professional guidance, and improved industry transparency will be crucial for ensuring that Indonesia’s widespread supplement usage translates into genuine health benefits rather than potential risks.

The survey results underscore the need for collaborative efforts between healthcare professionals, industry stakeholders, and policymakers to support informed consumer decision-making in Indonesia’s growing supplement market.