In recent years, Indonesia has witnessed a positive trend in physical activity. In 2023, Lembaga Survei Indonesia (LSI) revealed that 18.2% of Indonesians do not like doing sports [1]. However, in 2025, our recent survey just discovered that the percentage is decreasing into 15%!
Moreover, aligned with this fact, in 2024, the Indonesian fitness supplements—specifically the whey protein segment—market was estimated at USD 31.91 million. It is projected to reach USD 41.30 million by 2029, growing at a compound annual growth rate (CAGR) of 5.23% during the forecast period [2].
Let’s take a closer look at Indonesian consumers’ habit and behaviour when it comes to consuming fitness supplement products in this article.
Contrary to the common stereotype that older individuals are less active, our new research discovered that older Indonesians are among the most physically engaged.
In May 2025, our study found that individuals over 60 years old are exercising more frequently than younger generations.
Here is how different age groups exercise weekly:
- 1–2 times a week: Majority across all ages, with older adults at 50%
- ≥5 times a week: 20% of those over 60 exercise frequently, more than Gen Z (11%) or Millennials (17%)
Furthermore, we also figured out that cardio is king in Indonesia’s fitness scene. Exercises such as running, cycling, and brisk walking dominate Indonesia’s fitness landscape. According to this survey:
- 63% of respondents engage in cardio, with 71% of those over 60 preferring it.
- Weightlifting is much less popular (only 11% total), particularly among older groups.
- Yoga and Pilates are gaining traction, especially among the elderly (24% of over-60s practice it).
Fitness Supplements’ Consumption
Liza Amelia, Sales Executive of Snapcart in Jakarta (15/5) stated, “Despite increasing activity levels, many Indonesians still shy away from fitness supplements. But when it comes to fitness supplements, older adults again take the lead. “
According to the infographic above, 24% people above 60 years old currently take supplements to support their physical activities, meanwhile 60% of Gen Z respondents have never tried fitness supplements, indicating a gap in either awareness or interest among the younger population.
These numbers suggest that supplement use is still relatively niche in Indonesia and is more common among those who are older and potentially more health conscious.
Nevertheless, when it comes to loyalty, this research found that Gen X is the most loyal consumers of fitness supplements. 19% of them have been using supplements consistently for four to five years, and another 14% have been supplementing for more than five years. This loyalty reflects a deeper understanding and trust in supplement benefits among this demographic.
Additionally, for those who do use supplements, consumption frequency varies significantly. About 35% of Indonesians who take supplements do so daily, while 33% consume them two to four times per week. A smaller percentage, around 9%, take them two to three times a month. Only 3% use supplements once a month, and 2% were uncertain about how often they use them. These figures highlight a lack of consistency and possibly a need for better education around supplement routines.
Top Reasons Indonesians Use Fitness Supplements
Among those who consume fitness supplements, the primary motivation is to build or maintain muscle mass, with 34% of respondents citing this goal. Other common reasons include weight loss (23%) and boosting energy levels during exercise (21%). Maintaining general health is also a factor for 13% of users. The purpose behind supplement use varies by age group. Gen X focuses heavily on muscle development, with 56% using supplements for this reason, while 50% of individuals over 60 use them to either lose weight or maintain overall health.
Why Indonesians Avoid Fitness Supplements
Despite rising awareness of health and fitness, many Indonesians remain cautious about supplement use and hesitant to adopt the habit.
The most common reason, cited by 48% of respondents, is a preference for obtaining nutrients from natural food sources. In addition, 17% expressed confusion or a lack of knowledge about which supplements are suitable for their bodies. Cost is another barrier, with 12% finding supplements too expensive. Meanwhile, 11% felt that they simply didn’t need fitness supplements at this stage of their fitness journey.
To be continued in part 2…
For more information about this article, contact liza.amelia@snapcart.global or haifa.chairunisa@snapcart.global.
Curious about certain market trends? Reach us at partners@snapcart.global.
Sources:
[2] https://www.mordorintelligence.com/industry-reports/indonesia-whey-protein-market
