Over 35% of Indonesians eat to reduce stress: report

Shoppers in the market buy food and drink to indulge during tough times.

More than 35% of consumers in Indonesia turn to food and drink to reduce stress, Mintel Global Consumer Research said.

“Consumers will gravitate towards food and drink for moments of pleasure and indulgence in tough times, but pleasurable food and drink are often marketed as naughty, guilty or frivolous,” Heng Hong Tan, Senior Food and Drink Analyst, said.

“Brands can promote new ways to help consumers find pleasure in food and drink, especially for at-home consumption.”

Mintel noted this gives brands a chance to rethink their positioning with regards to pleasurable products.

In addition, the report noted that food and drink will increasingly take inspiration from space-inspired technologies and Earthly innovations.

“This will particularly appeal to Gen Zs who are intrigued by the vast mystery of space. From cosmic colours to flavour innovations, brands can address this young demographic’s desire for discovery and spiritual wellness,” he added.

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