Indonesia consumer spending shifts amid economic pressure

Economic pressures and rising commodity prices in Indonesia are shifting consumer behavior, impacting both nutritional intake and shopping methods. Research from the University of Indonesia indicates that lower-income households spend up to 63.24 percent of their income on food, compared to 40.54 percent for higher-income groups. This financial strain often leads to a trade-off where nutritional quality is sacrificed; while carbohydrate consumption remains stable, spending on proteins such as fish, eggs, milk, and meat is decreasing.

Simultaneously, consumers are increasingly turning to online shopping to manage costs. Due to price sensitivity, many shoppers utilize e-commerce platforms to find more competitive prices than physical stores. This trend is supported by the growth of digital wallet transactions, as consumers seek the dual benefits of marketplace discounts and digital payment promotions to minimize expenses.