JAKARTA – Indonesia is experiencing a unique phenomenon that reflects modern society dynamics: on one hand, there is a drastic surge in the consumption of health and beauty supplements, but on the other hand, the adoption of healthy eating patterns is stagnating. This phenomenon is not merely an ordinary consumerism trend, but rather a complex manifestation of shifting values, behaviors, and health priorities in contemporary Indonesian society.

Empirical data shows that Indonesia’s nutritional supplement market is experiencing exponential growth, with projected value reaching $3.7 billion by 2030, significantly increasing from $2.29 billion in 2022. This annual growth rate of 6.3% indicates an extraordinarily large appetite for instant health products. The vitamin and mineral tablet segment alone is projected to grow 9.53% during the 2024-2029 period, reaching a market volume of $267.50 million.

In contrast to this trend, the nutritional reality of Indonesian society depicts a concerning condition. Research shows that the diet quality score of Indonesian adolescents only reaches 23% of the total maximum achievable score. Data from the Basic Health Research (Riskesdas) 2018 reported stunting rates among adolescents aged 13-15 years reaching 25.7%, while obesity prevalence in adults reached 10.9% for women and 6.3% for men, with diabetes affecting 8.8% of the population.

Consumer Behavior Dynamics: Academic Perspective

Psychological and Cultural Constructions in Consumer Decision Making

Comprehensive research on Indonesian consumer behavior over the past decade reveals how cultural, social, economic, and technological factors fundamentally influence Indonesian society’s purchasing decisions. This study explores how cultural, social, economic, and technological factors influence consumer purchasing decisions in Indonesia, providing a theoretical foundation for understanding preferences for supplements compared to healthy food.

The “scarcity mindset” phenomenon that developed during the COVID-19 pandemic shows unique characteristics of Indonesian consumer behavior. Research results show that fear of missing out dominates the impact of scarcity on impulsive purchasing. This study reveals how the perception of health supplement scarcity triggers impulsive buying driven by fear of missing opportunities, a pattern not found in conventional healthy food consumption.

Demographic Profile and Characteristics of Supplement Consumers

Research on food supplement consumption and mental health in Indonesian adults during the second wave of the COVID-19 pandemic identified distinctive consumer profiles. Several positive predictive factors for supplement consumption behavior include older age, higher economic status, and higher education. These findings indicate that supplement consumption is not merely an impulsive decision, but a structured choice based on economic capacity and education level.

Interestingly, the same research also revealed a psychological paradox: the study found that consuming vitamins, minerals, and natural products was associated with depression (p < 0.001) and anxiety (p = 0.003). This finding challenges common assumptions that supplement consumption positively correlates with mental health, indicating the complexity of the relationship between consumption behavior and psychological well-being.

Generation Z Purchasing Behavior Analysis

An in-depth study on multivitamin purchasing behavior among Generation Z in Bandung provides valuable insights into the dynamics of young Indonesian consumers. This research aimed to analyze the influence of product attributes and consumer characteristics on consumer preferences and purchasing decisions for oral vitamin C products during the COVID-19 pandemic. Generation Z, as digital natives, shows consumption patterns heavily influenced by social media and peer pressure, creating high demand for health products that are easy to consume and have strong visual appeal.

Nutritional Literacy and Community Knowledge Gaps

Food Literacy Conditions Among Indonesian Adolescents

Comprehensive research on food literacy and dietary patterns among high school students in Malang City, East Java, reveals a concerning reality. This study defines food literacy and dietary patterns among high school students in Malang City, East Java, showing that the level of understanding about nutrition and the ability to make healthy food decisions is still very low among Indonesia’s younger generation.

Maternal Nutrition Literacy and Its Impact on Families

A comparative study on maternal nutrition literacy, dietary diversity, and food security in households with and without double burden of malnutrition in Surabaya yielded significant findings. This research concludes that nutrition literacy might be effective in developing healthy eating behaviors. The results of this research indicate that maternal nutrition literacy has significant multiplier effects on family eating habits, but unfortunately this literacy level is still low in Indonesian society.

Correlation Between Nutrition Literacy and Academic Achievement

Innovative research on eating habits, nutrition literacy, and mathematics performance of junior high school students revealed interesting correlations. Munda and Del Pilar (2023) identified correlations between nutrition literacy and dietary patterns, as well as dietary patterns and academic achievement in mathematics. These findings show that nutrition literacy not only impacts physical health, but also cognitive abilities and academic achievement, strengthening arguments for the importance of comprehensive nutrition education.

Health Literacy and Adolescent Health Behavior

A study on health literacy and health behavior among high school students in Surabaya provides a broader picture of Indonesian adolescent health literacy conditions. Adolescent health behavior develops in school or family settings and plays an important role in their future health status. This research identified health literacy as an important factor in modifying health behavior, alongside socio-economic factors.

Effectiveness of Nutritional Intervention Programs

Evidence-Based Nutritional Education Programs

Implementation of evidence-based nutrition education programs shows promising results in changing Indonesian society’s eating behavior. The effect of nutrition education programs on children’s undernutrition in Indonesia: a randomized controlled trial demonstrates that structured and evidence-based interventions can produce significant changes in nutritional status and eating behavior.

Consumer Preference Determinant Factors

1. Social-Psychological Construction: “Quick Fix Mentality”

Contemporary Indonesian society, particularly urban and semi-urban populations, develops what scholars refer to as “technological solutionism” – the tendency to seek technological solutions or manufactured products for problems that actually require fundamental behavioral and lifestyle changes. Health and beauty supplements represent the perfect embodiment of this mentality: solutions that are packaged, convenient, and promise results without requiring significant lifestyle modification.

This phenomenon is reinforced by Indonesian cultural values that are increasingly individualistic and materialistic, contrasting with traditional values that prioritize communalism and holistic well-being. Urban lifestyle that is fast-paced, combined with pressure to achieve instant gratification, creates fertile ground for the proliferation of products offering “shortcuts to health.”

2. Asymmetric Information and Sophisticated Marketing Strategies

The supplement industry uses marketing strategies that are far more sophisticated and psychologically targeted compared to conventional nutrition education efforts. They exploit cognitive biases such as availability heuristic (people more easily remember dramatic success stories compared to complex statistical data) and confirmation bias (the tendency to seek information that confirms existing beliefs).

Social media marketing, particularly through Instagram and TikTok platforms, utilizes powerful visual storytelling, celebrity endorsements, and user-generated content that creates a strong illusion of social proof. Dramatic before-after testimonials, combined with scientific-sounding claims, create a perception of efficacy that is difficult to counter by traditional nutrition education that is more conservative and evidence-based.

3. Structural Deficiencies in Food Systems and Accessibility

Indonesia experiences what researchers term as “nutrition transition paradox” – simultaneous existence of undernutrition and overnutrition in the same population, caused by structural problems in the food system. Access to nutritious food is often hindered by geographical, economic, and inefficient distribution factors.

On the other hand, supplements have more efficient supply chains, longer shelf life, and more extensive distribution networks. E-commerce platforms enable easy and immediate access to various supplement products, while access to fresh, nutritious food remains challenging in many areas, particularly in urban settings where fresh markets are increasingly replaced by expensive modern retail.

4. Educational System Gaps and Health Communication Failures

Indonesia’s education system is still inadequate in providing comprehensive nutrition education. Health communication strategies used by government agencies and health organizations often fail to compete with sophisticated marketing campaigns from supplement industries. Traditional approaches to health education that are didactic and one-way are not effective in the digital era where consumers expect interactive, personalized, and engaging content.

Moreover, there’s significant disconnection between academic nutritional science and public understanding. Complex nutritional concepts are often not effectively translated for mass consumption, creating a void filled by oversimplified marketing messages from supplement companies.

Socio-Economic and Public Health Implications

Economic Burden and Misallocated Resources

Preference for supplements compared to nutritious food creates significant economic distortion. Households allocate disproportionate amounts of their health budget to products with questionable scientific evidence, while neglecting basic nutritional needs proven essential for health maintenance and disease prevention.

Data shows that average Indonesian households are willing to spend up to 15-20% of monthly income on various supplement products, while allocation for fresh fruits, vegetables, and quality protein sources is often minimal. This economic paradox creates a situation where families with middle-to-upper income brackets experience micronutrient deficiencies due to poor food choices, despite having purchasing power to afford nutritious diets.

Long-term Health Implications

Over-reliance on supplements, combined with poor dietary habits, can result in serious long-term health consequences. Research indicates that isolated nutrients in supplement form do not provide the same synergistic effects as nutrients obtained from whole foods. Moreover, excessive consumption of certain supplements can result in negative health effects, particularly when consumed without proper medical supervision.

Indonesia is already experiencing rising rates of non-communicable diseases such as diabetes, cardiovascular diseases, and various forms of cancer, which are strongly linked with poor dietary patterns. Continued emphasis on supplementation as a primary health strategy, rather than fundamental dietary improvement, can exacerbate these trends in the long term.

Strategic Recommendations for Paradigm Change

1. Comprehensive Educational Reform

Indonesia needs a fundamental overhaul in its approach to nutrition education. This includes:

Integration in Formal Education System: Nutrition education must become an integral part of curriculum from elementary to high school level, with age-appropriate content that is practical and applicable in daily life.

Teacher Training Programs: Educators need to be equipped with up-to-date knowledge about nutrition science and effective pedagogical strategies to teach complex nutritional concepts in an engaging and understandable manner.

Community-Based Education Initiatives: Programs involving local communities, religious organizations, and social groups to disseminate accurate nutritional information and promote healthy eating behaviors.

2. Regulatory Framework Enhancement

Stricter Regulation of Health Claims: Government needs to implement more stringent regulations regarding health claims that can be made by supplement manufacturers, requiring robust scientific evidence to support claims.

Labeling Requirements: Mandatory, clear, and comprehensive labeling requirements that enable consumers to make informed decisions about nutritional content and potential risks of supplement products.

Advertising Standards: Stricter enforcement of advertising standards to prevent misleading marketing practices that exploit consumer vulnerabilities and promote unrealistic expectations.

3. Healthcare System Integration

Primary Care Provider Training: Healthcare professionals, particularly at the primary care level, need more intensive training in nutritional counseling and lifestyle modification strategies.

Integration of Nutritional Assessment: Routine nutritional assessment must become a standard part of healthcare visits, with appropriate referral systems to nutrition specialists when needed.

Community Health Programs: Expansion of community health programs that focus on preventive nutrition interventions and early identification of nutritional deficiencies.

4. Food System Improvements

Supply Chain Optimization: Investment in infrastructure and technology to improve efficiency and reduce costs of fresh, nutritious food distribution, particularly in urban areas.

Subsidies and Incentives: Strategic use of subsidies and tax incentives to make healthy foods more affordable and accessible, while potentially imposing taxes on products with minimal nutritional value.

Urban Agriculture Initiatives: Promotion of urban agriculture and community gardens to increase local production of fresh vegetables and fruits, improving accessibility and reducing costs.

Conclusion: Toward a Holistic Approach to National Health

The phenomenon of Indonesian society’s preference for health supplements compared to adoption of healthy dietary patterns represents a complex intersection of psychological, social, economic, cultural, and structural factors. This understanding requires nuanced analysis that goes beyond simple consumer behavior explanations and addresses underlying systemic issues that contribute to the current situation.

Effective intervention strategies must be multifaceted, addressing educational deficiencies, regulatory gaps, healthcare system limitations, and structural barriers that prevent access to nutritious food. Success in shifting the paradigm from a supplementation-focused approach to a comprehensive nutrition-based health strategy requires coordinated efforts from government agencies, educational institutions, healthcare providers, private sector, and civil society organizations.

Moreover, solutions must be culturally appropriate and sensitive to the diverse needs and circumstances of different population segments in Indonesia. One-size-fits-all approaches are unlikely to be effective in addressing complex behavioral patterns that developed over years of exposure to misleading marketing messages and inadequate nutritional education.

Long-term success in promoting healthy dietary behaviors requires a fundamental shift in how society conceptualizes health, nutrition, and personal responsibility. This includes recognition that optimal health achievement requires sustained lifestyle modifications rather than quick fixes, and that investment in quality food and proper nutrition represents a fundamental investment in individual and societal well-being.

Indonesia has the opportunity to become a regional leader in promoting evidence-based nutrition practices and reducing reliance on unnecessary supplementation. However, achieving this requires political will, adequate resource allocation, and sustained commitment to addressing underlying causes of current nutritional challenges. Only through comprehensive, coordinated, and sustained efforts can Indonesia successfully transition from its current supplement-dependent culture to sustainable, health-promoting dietary practices that benefit the entire population.

REFERENCES:

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Universitas Airlangga. (2023). Dietary supplement consumption and mental health in Indonesian adults during second wave of COVID-19 pandemic. Public Health Research, 15(2), 145-162.

Taylor & Francis. (2024). Green consumption behaviour in Indonesia: Exploring the role of government support. Environmental Psychology & Behavior, 31(12), 2439546.

i3L University. (2025). Health and wellness trends in Indonesia: Uncovering opportunities in functional foods and natural supplements. Indonesian Health Innovation Journal.

Dwijayanti. (2021). Defining food literacy and dietary patterns among senior high school students in Malang City, East Java. Jurnal Gizi Indonesia (The Indonesian Journal of Nutrition), 10(2), 134-145.