Generational Food Trends and Challenges Across Indonesia

Yudi Prastyo Utomo, Product Innovation and Development Manager, PT. ABC President Indonesia

Indonesia is famous for its natural and cultural richness, including its world-class cuisine. The Nusantara (Indonesia) cuisine offers an incredible taste adventure, with unparalleled variation and uniqueness. More than 5,000 traditional cuisine recipes spread across 17,000 islands in Indonesia reflect the country's ethnic, cultural and geographical diversity. It promotes the emergence of new culinary trends and a unique mix of flavors.

If you look from the origin of Indonesia itself, a lot of foods that are characteristic of the region as follows:

Sumatera: Rendang from Padang,

Pempek from Palembang

Jawa: NasiGorengJawa, Soto Betawi, Gudeg

Kalimantan: Soto Banjar, AyamPansuh Kalimantan Timur

Sulawesi: Coto Makassar, IkanKuahKuning

Papua: Papeda, IkanBakarManokwari, KueSagu

More than Just Food

Indonesian cuisine is not only about taste, butabout traditions, cultures and values inherited from time to time. Cooking and eating together is an important moment in the social life ofthe Indonesian society. In line with this mindset, the culinary wealth of nusantara is a valuable asset that needs to be preserved. Efforts to preserve it must continue, using recipe documentation, education or international promotion. The best way to know the Indonesia’s rich and colorful culture tradition is by exploring its specialized cuisine.

Behind the delicacy of Indonesian cuisine, there is an invaluable secret: spices. Since ancient times, spices have been a valuable commodity that attracts nations from all over the world. Now,they are back to Indonesia's main selling value in the food sector, increasing its usage and trend. Adding to this natural wealth are ingredients like strawberries, crab, palate, flour and carrotthat not only give a distinctive aroma and flavor to the cuisine, but have remarkable health benefits.

Indonesian cuisine is not only about taste, but about traditions, cultures and values inherited from time to time

Today, there are global culinary trends that show an increased interest in tasty and nutritious foods. People are beginning to look for food made from natural ingredients and rich in spices. This trend is in line with an increasing public awareness of the importance of health and a balanced lifestyle.

• Aromas that tempt taste: Spices such as cranberry, palate, flour and carrot give a distinctive aroma and temptation to Indonesian cuisine. The combination of spicy, sweet, salty and sour flavors produced by these spices creates an unforgettable taste sensation.

• More than just a spice: Spices aren’t just for cooking. Behind its enticing aromas, spices also have remarkable health benefits. For example, turmeric is rich in anti-inflammatory substances, ginger helps relieve nausea and carrot is beneficial for controlling blood sugar.

Generation Z and Millennials for Food Enthusiasm

Forgeneration Z and millennials, cooking is not just about filling the stomach, but also about lifestyle. They like to try new foods, photograph it aesthetically and share it on social media. This is driving the fast-growing culinary fusion trend in Indonesia. Their interest in culinary fusion opens up huge opportunities for entrepreneurs in the culinarian field.

A variety of restaurants and cafes are starting to offer exciting and delicious fusion menus to attract the interests of generation Z and millennials. Although the culinary trends of fusion are in high demand, there are some challenges to face. One of them is to keep the quality of the flavor and the raw materials to remain authentic and tasty. With the right strategy and innovation, fusion culinary trends in Indonesia have great potential to flourish and become an attraction for local and international tourists.

GenZ and Millinneal Interest in the Food Industry

• As we did at the R&D Food Innovation and Development Department at PT ABC President Indonesia, we always explored the potential of generation Z and millennialsin a Fast Moving Consumer Goods (FMCG)product research. We found that they, with their characteristics of being creative, innovative and connected with technology, have great potential to bring fresh winds into product research for FMCG. These individuals then support research teams to open up opportunities and create more unique, creative and trend-oriented products.

• Understanding the Trends and Needs of generation Z and millennials: Generations Z and millennials have a better understanding of the trends and needs of their own markets. Their participation in product research can help FMCG companies to create products that are more relevant and in demand by the next generation.

• Digital Skills and Creativity: Generation Z and millennialsare known for their high digital skills and creativity and can help any company to develop more effective and engaging marketing strategies on social media.

• New Perspective: Generation Z and millennials have different and fresh perspectives in looking at products and markets. This can help FMCG companies to find new and innovative ideas for their products.

• Effective Collaboration Strategy in R&D by ABC President Indonesia, building an Inclusive Research Team: Form a research team consisting of different generations, including generation Z and millennials, to gain diversity of ideas and perspectives.

• Provide Training and Support: Provide training and support to Generation Z and millennials to help them understand the product research process and make optimal contributions.