Path to wellbeing
Understanding the key cohorts
The journey towards better health can be understood through three shopper segments we identified as we analysed findings from this research: Health Actives, Health Moderates, and Health Passives. As the cohort names suggest, the Actives say they do the most towards getting their mental and physical health on track; the Passives do the least. While it might, at first, seem obvious to expect those most engaged in health-related activities to reap the greatest health benefits, the human condition is not without its complexities, and with each group representing billions in FMCG spending, cracking the code is critical.
The reality is that a diverse mix of cultural, social, and economic factors, personal beliefs, and the availability of healthier options influences people's choices and actions. Consumption is not linear, and even those less actively engaged in health pursuits can still make healthier choices at times, while the most health-conscious individuals may also indulge.
To that end, a key insight into our exploration of the say-do gap is the ingrained attachment to treats by all. Treating oneself regularly is essential for maintaining a sense of balance for over two-thirds of people we asked. While indulgence is often positioned as the opposite of healthy eating, it remains a crucial part of many people's lives. This points to a desire to find a middle ground — enjoying occasional indulgences while attempting to maintain overall balance. Brands that understand and cater to this need for moderated indulgence can play a role in guiding shoppers toward healthier habits without making them feel deprived.
Amid these challenges, there is a positive trend of adding healthy things to our lives. The popularity of probiotics, multivitamin supplements, and gut-friendly reflects a growing emphasis on adding positive elements to support holistic health, with the UK seeing a notable 20% increase in vitamin spending between 2023 and 2024.
By Ravi Rahadian Ambardy Advanced Analytics Senior Manager Indonesia Worldpanel Division, Kantar
Indonesia is leading the charge on health — both mental and physical — as the country ranks first in wellbeing globally. Health has become a central focus for Indonesians since the pandemic in 2020, with conversations on physical and mental wellness now deeply embedded in everyday life, from casual discussions to trending social media topics. The rapid rise of digital health services has amplified this awareness, highlighting the importance Indonesians place on both mental and physical health.
The evidence speaks for itself. Indonesia is ranked number one for mental wellbeing, physical health, and a combination of both. This recognition comes from a nation that has embraced a more health-conscious mindset. In 2023, two-thirds of Indonesian households were purchasing consumer health products regularly — every three months or more. Vitamins, multivitamins, and supplements are leading purchases, alongside common cold remedies, signalling a proactive approach to wellness that goes beyond treatment into prevention.
This rising awareness has reshaped behaviours, driving brands to respond with healthier product options. In recent years, we've seen an uptick in low or no-sugar beverages, non-fried instant noodles, and lactose-free milk. These shifts cater to Indonesia's growing preference for healthier choices.
The Health Actives cohort, which represents 31% of households, clearly shows that health is an integral part of their everyday lives. With over nine health-related activities claimed and the highest engagement in both mental and physical wellbeing, Health Actives reflect the obvious link between active effort and better results. They consciously prioritise routines that contribute to their wellbeing, with 75% saying they work proactively on their physical health and 68% on mental health. Their outcomes reflect this dedication: 84% report feeling well mentally, 78% physically, and 73% on both dimensions.
However, the achievements of Health Actives shouldn’t obscure the fact that everyone’s path to wellbeing is influenced by personal contexts. Their commitment to health practices translates into consistent routines, but even the most health-focused shoppers are not immune to indulgences or compromises. Pursuing health is more than checking off activities; it's about a balance that includes occasional flexibility. As we see in the findings, 78% of Health Actives are still looking for a treat in their lives.
An example of a brand tapping into this demand is Bret’s in France, which offers a healthier potato chip and is finding success with double-digit growth in penetration and sales. It particularly resonates with our Health Actives from a spending point-of-view.
The Health Actives cohort, which represents 31% of households, clearly shows that health is an integral part of their everyday lives.
Health Moderates, comprising 34% of households, occupy the middle ground. They engage in 6-9 claimed health-related activities, demonstrating that they make an effort, even if they do not prioritise health quite as intensely as Health Actives. Health Moderates are close to the global average in many respects — they're on a journey to improve their health, but some habits are not yet ingrained enough to create consistent impact. Only 31% say they have a regular exercise routine, which hints at a need for more structured habits.
This group illustrates that health choices are rarely black and white; they are often a negotiation between competing needs, such as convenience and wellbeing. Health Moderates may, for example, make healthier eating decisions on some days but choose convenience on others. Their path to wellbeing is not about perfection but about making steady improvements, even if those choices vary from one moment to the next.
However, the Moderates can also be won over by brands that also align to the Active group. Bjorg, a French organic-led brand, has found household penetration numbers with Health Moderates to be approaching those it achieves with Health Actives. In other words, depending on a brand’s objective, more than one segment can be successfully targeted when they fully understand the respective motivations and needs.
Health Moderates are on a journey to improve their health, but some habits are not yet ingrained enough to create consistent impact.
Health Passives account for 35% of households and face the most significant challenges in maintaining wellbeing. With fewer than six claimed health-related activities and less consistent engagement, this group struggles more than others with both physical and mental health. Only 53% report consistency in consuming fresh foods, and just 9% report having a regular exercise routine. Despite their relatively lower engagement, this cohort is not static; they still have moments of motivation where healthier choices are pursued, particularly when driven by specific goals or social influences. They are often time-poor and look to quick and convenient food and drink choices. Helping them choose healthier, convenient options in those moments — and setting them up to prefer that experience (predisposition) — will benefit both Health Passive shoppers and brands.
The story of Health Passives is not one of neglect but rather of potential. Their wellness habits could be improved with foundational lifestyle changes, and brands have a unique opportunity to support this transformation. By addressing specific barriers — such as affordability, lack of accessible options, or limited understanding of health benefits — there is scope to shift Health Passives towards more sustainable wellbeing habits.
Recognising the fluid nature of wellbeing
Understanding these segments — Actives, Moderates, and Passives — helps explain health behaviours, though it's clear they aren't entirely fixed. Consumption patterns are inherently imperfect, driven by factors including cultural norms, motivations, and the availability of options. Even those classified as Health Passives might seek healthier alternatives when prompted by specific circumstances. At the same time, Health Actives may still indulge in less healthy choices when they wish to treat themselves.
By understanding and embracing the imperfect nature of consumption, brands can become genuine partners in an individual's journey to better health.
