Indonesian consumers embrace functional fragrances as stress level rises

Around 80% of consumers consider a product’s health impact in their purchase.

Functional fragrances, marketed for their mood-enhancing and wellness properties are seeing an increase in demand in Indonesia as consumers' awareness about mental health and stress levels grow, according to a GlobalData report.

GlobalData’s Q4 2023 consumer survey found that 80% of Indonesian respondents said a product’s impact on their health and wellness always or often influences their choices.,” Mahendra Pratap Singh, Consumer Analyst at GlobalData said.

“Changing lifestyle of Indonesians will act as a catalyst resulting in further increase in demand of functional fragrances in the country,” Tim Hill, Key Account Director at GlobalData Singapore, said. 

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“More such products are expected to be launched as consumers are seeking more personal and deeper experience in health and beauty products,” Hill added.

For example, Hill noted that Kahf in January 2024 launched a product which is a combination of oud (agarwood) aroma with amber, vanilla, and fruit, which will provide a balance that will be appropriate for night use as it will give a warm and comfortable feel.