Indonesian consumer behavior changes 10 times faster during the pandemic

The pandemic has changed people’s behaviors and habits. The implementation of the Movement Control Order over the past year has had a significant impact on Indonesian consumers, who are now more cautious in allocating their spending .

At a conference titled "New Trends in Consumer Behavior , " PT Unilever Indonesia president Ira Noviarti predicted that even after the pandemic ends, consumer behavior will change to a certain extent, including a clean, healthy lifestyle.

In Indonesia , health and safety remain concerns for consumers, with staying healthy and clean being top of their list, both at home and outside the home.

In addition, every aspect of people’s daily lives will become more convenient . Consumers will be able to purchase a variety of products they need at home or on the go through new channels to keep clean at all times.

“This shows that it is not only a challenge but also a great opportunity for fast-moving consumer goods ( FMCG) companies and merchants like Unilever Indonesia to respond quickly and take advantage of this momentum to meet the latest consumer demands , ” said Ira Noviarti .

Mulya Amri , head of Katadata Research Center, said a survey of 2,491 respondents in 34 provinces showed that consumers spent more on daily necessities ( 95.5%) , medical expenses ( 81.7%) and education (74.7%).

"At the same time, consumer demand for electronic goods , travel and entertainment is lower, " said Mulya Amri .

Yuswohady, a market expert at Inventure Consulting, responded that changes in consumer behavior were inevitable during the pandemic , and that the pandemic had increased the magnitude and speed of changes in consumer behavior by 10 times.

He said : “ Consumers’ lifestyles, shopping preferences, and purchasing channels have all changed , and every company, including fast-moving consumer goods, is facing a completely new business model. Therefore , Unilever Indonesia has made many innovations, such as home delivery services, expanding its business in e-commerce channels , launching the Sahabat Warung application , etc. ”