There has been a significant increase in the adoption of a healthy diet lifestyle among the Indonesian population, which has risen notably since the pandemic (2020-2021), as people have become more aware of the importance of maintaining physical health and mental wellness. This trend of embracing a healthy lifestyle continues to grow each year across nearly all age categories, including teenagers, adults, and middle-aged individuals.
Growth Healthy Food VS Regular Food in 2024
(Source : Alfamart POS Tracking)
Therefore, this study aims to explore the connection between a healthy lifestyle and its impact on members purchasing considerations in their transactions at Alfamart members who actively follow a healthy diet lifestyle, specifically focusing on their product choices categorized as "healthy products".
Looking at the healthy food sales, growth, and customer penetration each end year, there has been an increase in sales and customer penetration for healthy products in 2024. This trend reflects growing public enthusiasm for adopting a healthier lifestyle.
(Source : Alfamart POS Tracking)
Deepening into each of healthy products purchased in 2024 are Milk & Beverages category. The high proportion of Milk and Beverages product sales is reflected by significant increase in the number of customers purchased starting from Quarter 2 of 2024.
(Source : Alfamart POS Tracking)
When analyzing healthy product purchases by gender and age, we found that adult females tend to buy more snacks and biscuits, while older adult females are more likely to purchase cooking products and essentials.
(Source : Alfamart POS Tracking)
By these, we then conducted qualitative research with several individuals currently following a healthy diet, mixed with our healthy products sales data tracking.
From the research, we first examined members' perceptions of dieting in general. Diet is perceived as a method or program aimed at weight reduction through various strategies, such as portion control, adjusting meal composition, or selectively choosing foods to optimize nutritional intake.
(Source: In-depth Interview with Alfamart Member)
According to members, there are two types of diet: healthy and extreme.
A healthy diet primarily focuses on meeting the body’s daily nutritional needs, such as consuming high-fiber foods, protein, and balanced portions. Most members view a healthy diet as a way to maintain overall health, with weight loss seen as a "bonus" resulting from mindful eating habits.
(Source: In-depth Interview with Alfamart Member)
In contrast, extreme diets are mainly aimed at rapid weight loss within a short period, often through fasting for entire days or consuming only water. This type of diet is labeled "extreme" due to its negative side effects on the body, such as gastritis, nausea, and emotional instability.
(Source: In-depth Interview with Alfamart Member)
Looking at their healthy diet goals, there are several objectives they aim to achieve from the diet:
(Source: In-depth Interview with Alfamart Member)
Related to the sources of influence for adopting a healthy diet, several key channels emerged, primarily social media, online sources, and word of mouth.
Social media has become the main platform for members to discover information about diets, healthy menus, and physical exercises. Diet trends have also gained traction through social media, fueled by the "Fear of Missing Out" (FOMO) from healthy/diet posts. Influencers such as Ade Rai, Yulia Baltschun, and Dr. Tirta have played significant roles in motivating members to pursue healthy diets.
In addition, internet sources are used by members to find factual or valid information about healthy diets and food products. Common topics they search for include food composition, the effects of certain products, and their benefits.
(Source: In-depth Interview with Alfamart Member)
Lastly, some members are introduced to healthy diets through word of mouth from friends, family members, or colleagues who have experienced positive results from their own dietary changes.
(Source: In-depth Interview with Alfamart Member)
Now, let's take a look at snapshots of members' daily consumption patterns.
In the morning, their intake is mainly focused on light foods, particularly those high in protein, such as Soyjoy, salad, boiled eggs, and healthy beverages like green tea, apple vinegar, and Americano.
During lunchtime, heavier meals are necessary to provide energy for the day. Members typically consume larger portions with more carbohydrates—such as rice, full-carb meals, chicken breast, and vegetables with rice, among other options.
By the afternoon, they stop consuming full meals, replacing their cravings with healthy snacks—such as smoothies, fruits, juices, high-fiber biscuits, Soyjoy, etc. Full meals are avoided during this time due to concerns about fat accumulation, which could lead to weight gain.
Besides maintaining their daily consumption, they also engage in various exercises. The majority of respondents have incorporated physical exercise into their routine, typically 2-3 times a week, as they believe it helps manage weight, reduce the risk of disease, and enhance their ability to perform daily activities.
(Source: In-depth Interview with Alfamart Member)
What are healthy products members use during healthy diet?
- Cooking & Essentials: Seasoning products, particularly mushroom stock, are favored by members for their lower sodium content and natural ingredients. This makes them a preferred choice for cooking, as they align with their healthy diet programs.
(Source : Alfamart POS Tracking) - Snack & Biscuit: Cookies and biscuits made with natural ingredients, high in fiber, and low in sugar are a popular choice to satisfy hunger, especially at night when heavy meals are avoided.
(Source : Alfamart POS Tracking) - Milk & Beverages: Milk, yogurt, and ready-to-drink (RTD) coffee are occasional additions to their diet. These options are selected at specific times as a satisfying substitute for sweet cravings, while still aligning with their healthy diet goals.
(Source : Alfamart POS Tracking)