16 September 2025 (closed)
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What Indonesians Need - Five Products Indonesians Cannot Live Without
A survey that was recently conducted by Snapcart, titled 'Hooked on Happiness: Products Indonesians Can't Quit", identifies several products and habits that have become deeply ingrained in the daily lives of Indonesian consumers. It is interesting to take a closer look at this.
It is important to mention first that we could not find detailed information about the respondents. Obviously, it differs whether a survey is conducted in a rural area or in an urban area, whether respondents are rich or (near) poor, and whether respondents are young or old. These are all parameters that would affect people's lifestyles, habits, preferences and purchasing power.
Nonetheless, the survey found that the products Indonesians struggle to live without are dominated by digital and lifestyle items; not just basic necessities such as food and drinks.
Topping the list are social media and other digital platforms. Indonesians find it very hard to quit these platforms, with 43 percent of respondents admitting they cannot step away from them. The reasons why it is difficult to live without them is that it has become a habit to visit social media and digital platforms, while these channels are also used for entertainment and relaxation.
On second place come coffee and caffeinated drinks, with 31 percent of Indonesians relying on them for energy and focus. This reflects a lifestyle where productivity and a quick boost are highly valued. It is interesting that coffee is increasingly becoming a part of Indonesians' lifestyles, particularly in the urban areas where coffee places have mushroomed.
Next is skincare and cosmetics with 20 percent, this category shows that beauty routines are seen as more than just appearance. Skincare is primarily used to protect and maintain the health of the skin, while cosmetics are more often used for aesthetic and personal reasons. They are a tool for enhancing one’s appearance and are deeply tied to feelings of well-being.
Fourth, snacks are highly popular too, with 18 percent of respondents finding savory or salty snacks hard to resist, followed by sweet tea and bubble tea with 13 percent.
Around 55 percent of respondents use or consume these products every day, while 19 percent use them several times a day. This shows that the dependency is not just strong, but frequent. For 14 percent, the usage is several times a week, while 7 percent consume them once or twice a week. In other words, these are habits that are very tough to get rid of.
Household consumption is the key component of Indonesia's gross domestic product, accounting for around 55 percent of national economic growth.