Younger Indonesians are increasingly treating wellness as a mix of physical, mental, emotional and social wellbeing.
JAKARTA: Gen Z and millennials are driving a broader shift in Indonesia’s wellness culture, with younger consumers increasingly looking beyond traditional fitness and paying more attention to mental health, emotional balance, social connection and everyday lifestyle habits.
The Asia Pacific Wellness Culture Survey 2026, released by Herbalife Indonesia, found that 72% of Gen Z and 79% of millennials in Indonesia now engage in health and wellness activities more frequently than they did three years ago. Both figures are above the national average of 71%.
Wellness is becoming more holistic
The findings point to a clear change in how younger Indonesians define wellbeing.
Activities such as running, padel, pickleball, gym workouts, pilates, futsal and hiking are becoming more popular, but physical fitness is only part of the picture. Younger consumers are also placing greater importance on mental and emotional wellbeing.
Social connections are playing an important role too. Among Gen Z respondents, 68% cited their friendship circles as supporting healthy habits, while 43% pointed to online communities.
Social media is shaping wellness habits
Digital platforms are also influencing how younger Indonesians approach health.
The Herbalife survey found that 64% of Gen Z respondents believed social media had positively influenced their physical health over the previous 12 months, while 54% said it had helped their mental wellbeing. Among millennials, 62% linked social media with positive physical-health influence, while 55% cited mental-health benefits.
A separate PwC Voice of the Consumer 2026 survey reinforces that trend, finding that 90% of younger Indonesian consumers use health apps or wearable devices, compared with 66% of older consumers.
Younger consumers spending more on wellness
PwC also found that younger Indonesians are more likely to invest financially in fitness and preventive health.
Around 61% of younger consumers regularly exercise, compared with 43% of older consumers, while 31% spend on gym memberships, fitness classes or personal training, nearly three times the share among older consumers.
The survey also found that 75% of younger consumers expect to increase their consumption of fresh produce, signalling growing interest in healthier diets alongside exercise and mental wellbeing.
Impact to expect
Indonesia’s wellness market is likely to become increasingly shaped by younger consumers seeking personalised, community-driven and technology-enabled health experiences rather than fitness alone.
