Basic indicators
Indonesia is multi-ethnic with many languages and cultures, wide regional differences and fast-changing
political and economic circumstances. However, modernisation is bringing the
lifestyles of Indonesian urban consumers across the country closer together.
Internationalisation is also creating some similarities between consumption patterns in
Indonesia and countries like Australia, although many big differences remain. Indonesia’s
diversity means that its people’s eating habits defy any neat categorisation except in such
obvious respects as the fact that Muslims generally adhere strictly to halal food rules.
While tradition exists and is important in Indonesia, its society is mobile both vertically and
laterally. People move around the country and up and down the social ladder. Jakarta, the
biggest single market, has people from every ethnic group in Indonesia. In this sense it is a
good market to learn in.
Age
Indonesia’s population is young – half the population is below the age of 25 and 30% under
the age of 14. Only 5% are aged 65 years and over.