As more Indonesians have witnessed a positive trend in physical activity, the country’s fitness and wellness industry is experiencing rapid growth — with the fitness supplement market emerging as one of its most dynamic sectors [1].
Our recent survey that was conducted in May 2025 with 1.212 respondents explored what drives purchasing decisions, preferred product types, safety concerns, and more.
Check out the final result of the study in this article.
What Influences Indonesians When Buying Fitness Supplements?
When deciding which fitness supplement products to purchase, 61% of Indonesian consumers consider nutrition content as the most important factor. This clearly indicates that health-consciousness is shaping buyer behavior, with consumers prioritizing functional value and ingredients that align with their fitness goals. While price is often a top consideration in many markets, in Indonesia only 13% of respondents cited price as their main factor. This suggests that consumers are willing to invest in quality, even if it comes at a premium.
The taste of the product influences 9% of consumers, showing that while flavor can be a differentiator, it is not the primary deciding factor for most. Finally, 6% of respondents emphasized the importance of safety certifications, such as BPOM (Indonesia’s National Agency for Drug and Food Control) or international GMP (Good Manufacturing Practice) compliance. This indicates an opportunity for brands to raise awareness about the safety standards their products meet.
Moreover, spending behavior reflects the growing investment in personal health and fitness. The largest segment of consumers, 37%, report spending between Rp100,000 and Rp300,000 per month on fitness supplements. This mid-range budget indicates a balance between affordability and quality, appealing to a wide group of casual and semi-serious fitness enthusiasts.
A further 28% of respondents spend less than Rp100,000 monthly, showing that budget-friendly options still have significant demand. Meanwhile, 22% are willing to spend between Rp300,000 and Rp600,000, likely representing more dedicated or goal-oriented users. Lastly, 12% of consumers reported spending over Rp600,000 per month, pointing to a smaller, more premium-focused demographic that values specialized or high-performance products.
On the other hand, in terms of purchasing behavior, e-commerce platforms dominate the landscape, with 37% of Indonesian consumers buying supplements online. This preference is driven by convenience, variety, better prices, and the ease of comparing products across platforms. Pharmacies are the second most common source, used by 23% of buyers, offering accessibility and a sense of trust for many consumers.
Interestingly, 22.8% of consumers prefer to shop through a brand’s official website, suggesting that direct-to-consumer (DTC) channels are gaining traction. Other, more niche purchasing locations include specialty supplement stores (9%), buying through a personal trainer (5%), and purchasing directly at the gym (4%). These numbers show that while digital convenience is king, in-person and relationship-driven sales channels still hold value for a segment of the market.
The Rise of Vegan-Based Supplement Preferences
This research also highlights a striking shift in consumer preference: 90% of Indonesian fitness supplement users say they prefer vegan-based products. This growing inclination toward plant-based supplements is driven by a variety of reasons. The largest share, 39%, stated that they like and/or are accustomed to implementing a vegan lifestyle. This reflects how lifestyle alignment plays a major role in shaping supplement choices.
Additionally, 16% of consumers prefer vegan supplements due to allergies or intolerance to animal products, while 15% believe that vegan products meet additional nutritional needs that are better suited for their diet. Another 13% are motivated by environmental concerns, viewing vegan options as a more eco-friendly alternative to animal-based supplements.
Most Popular Supplement Brands in Indonesia
Brand loyalty remains strong in Indonesia’s supplement market, with a few key players dominating consumer preference. Evolene leads the pack, with 26% of respondents selecting it as their favorite brand. This is likely due to its strong local branding, influencer partnerships, and targeted marketing within Indonesia’s fitness community.
L-Men comes next, preferred by 19% of consumers. With its long-standing presence in Indonesia and strong appeal among male consumers, it remains a go-to brand. Optimum Nutrition, an international heavyweight known for its premium protein powders and scientifically backed formulas, is favored by 12%. Local brands FITLife and Muscle First also have strong followings, capturing 11% and 10% of preferences respectively, showing the continued relevance of local players alongside global brands.
The Side Effects and Safety of Fitness Supplements
Despite the general confidence in product safety, 51% of Indonesian consumers reported that they have experienced side effects from using fitness supplements. The most commonly reported issue is digestive problems, including bloating, diarrhea, and nausea, which affect 26% of consumers. These symptoms may result from fillers, artificial sweeteners, or high concentrations of certain ingredients.
The second most reported side effect is acne, experienced by 19% of users, possibly linked to hormonal fluctuations caused by certain protein sources or additives. Heart palpitations, though less common, still affect 9% of consumers and may be triggered by stimulants found in pre-workout formulas or fat burners. These findings highlight the importance of careful formulation, proper usage guidance, and consumer education to minimize health risks.
However, when asked about their perception of supplement safety, the majority of Indonesian consumers appear confident. 65% of respondents who consume supplements regularly believe the products they use are safe. However, 29% consider them to be “a little bit unsafe,” indicating a degree of skepticism or lack of information. A smaller percentage—5%—feel supplements are unsafe, and 2% regard them as very unsafe.
These figures show that while the overall perception is positive, brands must work harder to communicate transparency in their ingredient sourcing, manufacturing processes,
For more information about this article, contact liza.amelia@snapcart.global or haifa.chairunisa@snapcart.global.
Need to find out more about consumers’ behaviour? Reach us at partners@snapcart.global.
Source:
