Indonesia 2025: Wellness and Coffee on the Rise

Entering mid-2025, healthy lifestyle trends and coffee consumption remain two interesting topics in Indonesia. Changes in post-pandemic lifestyles, increasing health awareness, and the rise of coffee culture in various circles encourage the need to map the latest trends in both domains.

Jakpat conducted a survey to see a comparison of health trends and coffee consumption in 2025. The health-related study involved 601 respondents and highlighted daily dietary and physical activity habits, with a comparison to 2023 data. Meanwhile, the survey on coffee explores various aspects around coffee habits, ranging from consumption time, spending, type, to the brand of coffee in demand. The survey involved 1,002 respondents and also compared the results with the findings in 2023.

Health Begins to Become a Priority

Jakpat’s latest report shows that health awareness will rise in 2025, though behavior change remains uneven. As many as 28.5% of respondents routinely drink water every day, but the other 32% admit to often forgetting. On the other hand, 32% still consume sugary drinks 1-2 times a day, while 19% have adopted a sugar-free lifestyle.

For diet, 62% of respondents still consume rice every day, and 17% admit that they still eat fried foods. Even so, 57% of respondents have followed a balanced diet, with the consumption of vegetables and fruits. Some also started cutting back on carbohydrates (14%) and checking nutrition labels (12%).

In terms of physical activity, 36% of respondents rated walking as a form of exercise, and 35% did light exercise once a week. However, 15% of respondents admitted that they were not physically active, indicating that there is still a need for encouragement to live a more active and balanced life.

“This year, we see a positive shift in behavior, although it is still taking place gradually. Water consumption is increasing, awareness of the dangers of sugar is increasing, and more and more people are trying to live a balanced diet. This means that healthy living habits are starting to become part of people’s routines,” said Jakarta Lead Researcher, Farida Hasna.

On the one hand, worries about illness also affect lifestyle. Three out of five respondents were wary of diabetes, followed by indigestion (53%) and cholesterol (50%).

Coffee is Not Just Drinking

The Jakpat survey found that 46% of respondents admitted to consuming coffee every day. Of these, 26% drink coffee once a day, while the other 20% enjoy coffee 2–3 times a day. Favorite times to sip coffee also vary widely, but the most popular are in the afternoon (35%) and after breakfast (34%).

In terms of product choice, instant milk coffee is the most popular type, with 53% of respondents stating that they consume it regularly. In addition, instant black coffee (43%) and iced coffee milk from cafes (28%) are also favorite choices in various circles.

More than just a habit, drinking coffee is also a means of socializing. As many as 44% of respondents referred to coffee activities as a place to gather and chat with friends, while another 34% drank coffee to help focus while working or studying.

When looking for information about coffee products, the majority of people trust recommendations from the closest people (57%), followed by TV commercials (38%). From digital media, Instagram is the main channel, with 16% of respondents knowing their favorite coffee brand from the platform. Followed by online ordering applications,which are a reference for 8% of respondents in getting to know various coffee brands.

“Word of mouth is still the main driver in choosing coffee, even in the rise of digital advertising. Consumers trust friend recommendations or organic reviews more when determining their favorite products. This strengthens the role of coffee as a social experience, not just a daily drink,” Hasna responded.

Find more insights on the report:

Gen Z, Millennials, Gen X on Health Trend 2025 vs 2023
Gen Z, Millennials, Gen X Trend on Coffee 2025 vs 2023