The way people snack has changed a lot in recent years, especially in countries like Indonesia and Malaysia. With busier lifestyles and a growing focus on health, snacks are no longer just a quick bite between meals. They have become an essential part of daily diets. In these regions, where food is deeply ingrained in culture, consumers are paying closer attention to what they eat, even when it comes to snacks. This blog explores the current trends in healthy snacking among Indonesian and Malaysian consumers and how these trends are shaping their choices today, based on insights from a recent study.
Snacking in Indonesia and Malaysia used to be something done when people were hungry between meals. But now, snacks are expected to do much more—they should provide nutrition, boost energy, and sometimes even replace meals. With fast-paced lives and increasing health awareness, there is a growing demand for snacks that are both convenient and healthy in these countries.
The COVID-19 pandemic brought about many changes, particularly in how people snack. With more people working from home, snacking became a bigger part of daily routines. It was easy to grab a snack during the day, and during uncertain times, snacks provided comfort. As a result, people in these regions started snacking more often, and many even began replacing full meals with snacks.
After the pandemic, 67% of people snacked more, and 73% sometimes skipped meals for snacks. This was particularly true in Indonesia and Malaysia. There, snacking became more frequent, showing its rising importance for convenience and health. The pandemic made people more health-conscious, boosting the demand for healthier snacks in these countries.
One of the biggest trends emerging in Indonesia and Malaysia is called “Snackification.” This term describes how snacks are now often used as replacements for traditional meals. Instead of eating three large meals a day, many people in these regions now prefer to eat smaller, more frequent snacks throughout the day. This change is driven by the need for convenience and balanced nutrition.
Snackification is leading to a lot of innovation in the snack industry. Brands are creating products that not only taste good but also provide the nutrition expected from a meal. These snacks are especially popular among younger Indonesians and Malaysians who are always on the go. Products like protein bars, meal replacement shakes, and nutritious snack packs are becoming more common as people in these countries look for quick, healthy options that fit into their busy lives.
When consumers think about healthy snacks, there are a few key things they look for:
In today’s health-conscious world, consumers are paying more attention to what goes into their food, especially when it comes to snacks. There is a growing trend toward natural and clean label products, meaning that people in these countries want to know exactly what is in their snacks. They are looking for simple, natural ingredients and are wary of anything that sounds artificial.
68% of consumers always check snack packaging for ingredients, nutrition, and additives. This trend is especially strong among younger people in Indonesia and Malaysia. They are pushing for transparency in food production, preferring snacks with simple, natural ingredients and clear labels.
For brands, this means that transparency is no longer optional—it’s essential. Companies that prioritize ethical production, high-quality natural ingredients, and clear packaging are more likely to gain trust and loyalty. The clean label trend goes beyond avoiding harmful ingredients. It also highlights the product’s benefits, appealing to health and environmentally conscious consumers.
Another major trend in the healthy snacking world is the move toward sugar consciousness. As people become aware of health risks like obesity, diabetes, and heart disease, they seek snacks with less sugar. However, this doesn’t mean they want to eliminate sweetness. Many still prefer a bit of sugar, but in smaller amounts or from natural sources like stevia or gula aren.
While younger consumers tend to prefer snacks with little to no added sugar, older consumers still enjoy snacks with a permissible amount of sugar. This balance is important because it allows brands to cater to different tastes and preferences. The key is finding the right balance—reducing sugar while still delivering the flavor that people love.
While not as popular as other snacking trends yet, more people in Indonesia and Malaysia are becoming interested in how their food is made. This is especially true for those who care about health and wellness. They want to know more about where their food comes from and how it’s prepared.
Even though this trend is still growing, it has a lot of potential for the future. Brands should pay attention to this change and think about offering products that are ready to cook or that teach consumers about healthier cooking methods. As this trend develops, it could lead to a new group of health-conscious consumers who care about both the ingredients and the way their snacks are made.
Plant-based diets are becoming more popular, and this trend is making its way into the snacking industry. People see plant-based snacks as healthier options, especially for getting more protein and fiber. These snacks are generally lower in unhealthy fats and cholesterol, making them a good choice for anyone looking to eat healthier.
In a recent survey, 39% of people in Malaysia and 36% in Indonesia said they prefer snacks made from nuts, seeds, whole grains, and legumes. This shows that more and more people in these regions are choosing plant-based snacks as part of their daily diet. These snacks are not only healthier but also often more environmentally friendly, which is another reason for their growing popularity.
In Indonesia and Malaysia, people are starting to prefer snacks that have extra vitamins and minerals added to them. This is called fortification. It makes snacks healthier by adding important nutrients that might be missing from regular diets.
More and more, people in these regions want snacks that not only taste good but also help them stay healthy. Snacks with added nutrients like calcium, iron, or vitamin D are becoming popular because they help improve diets without losing flavor or convenience. For brands, offering these fortified snacks is a great way to meet the growing demand for healthier, more nutritious options.
As snacking becomes a regular part of daily life, portion control has emerged as a key concern for consumers. More people are watching their calorie intake. They seek snacks that allow for portion control while still enjoying their favorites. This demand has sparked new packaging innovations. Now, it’s easier for consumers to enjoy snacks without overeating.
Brands now offer snacks in smaller, single servings or multi-packs with clear portion sizes. These innovations aid in portion control and boost convenience, allowing for quick, healthy snacks on the go. Consumers appreciate packaging that helps them make informed choices about their snack portions, as it aligns with their health goals and supports mindful eating habits.
Social media and packaging are very important for the success of healthier snacks. In Indonesia and Malaysia, many people find new snacks on social media platforms like Instagram, Facebook, and TikTok. Influencers and online reviews can strongly influence their choices, so it’s crucial for brands to be active online.
Packaging is also important. Bright, attractive designs and clear labels help catch the eye and make a big difference in whether someone chooses a snack. Packaging that clearly shows the added nutrients, health benefits, and convenience of the snack helps build trust with health-conscious consumers. Brands need to use packaging to clearly explain why their fortified snacks are a good choice.
Global trends in healthy snacking are impacting Indonesia and Malaysia. Yet, each country shows unique preferences. Indonesians, for instance, are less focused on portion control than Malaysians. However, they seek more fortified snacks, valuing extra nutrients.
In Malaysia, there’s a strong demand for clean labels and natural ingredients. This trend is driven by a growing, health-conscious middle class willing to pay more for quality. Brands must understand these differences. This knowledge helps them tailor products and marketing to meet specific customer needs.
In both countries, the trend towards healthier snacking is clear, but the way it manifests can vary. Brands that can adapt to these regional preferences while still tapping into global trends are likely to find success.
The insights from Neurosensum’s report on healthy snacking trends offer a strategic advantage for brands aiming to tap into the growing health-conscious market in Indonesia and Malaysia. By recognizing the specific needs of your audience—whether it’s the demand for minimally processed snacks, personalized nutrition, or ethical sourcing—you can create products that resonate on a deeper level.
Thriving in this market means staying ahead of the curve and being proactive in addressing consumer desires. Keep your finger on the pulse of these trends, innovate with purpose, and continue to deliver snacks that not only appeal to the taste buds but also contribute to a healthier lifestyle.
Neurosegmentation
MyndIdea
MyndSensory
PackSense
UXSense
MyndSight
MyndTune
NeuroEquity
NeuroImage
ShopperSense