To uncover insights from potential customers regarding health supplements targeted at children and families, supporting product positioning and communication strategy in the Indonesian market.
Industry
Health & Wellness / Consumer Healthcare
Geography
Indonesia
Research Type
Qualitative Consumer Research
Indonesia’s health supplement market has experienced rapid growth, driven by increasing health consciousness among parents and families. However, rising competition and evolving consumer expectations created a need to better understand:
- Purchase motivations and decision drivers
- Trust and credibility factors
- Unmet needs in family-focused supplements
- Perceptions of existing brands and products
The client required deep consumer understanding to refine product positioning, communication strategy, and market entry planning.
- Explore consumer attitudes toward health supplements for children and families
- Identify key decision-making criteria influencing purchase
- Understand perceptions of safety, ingredients, and health claims
- Uncover emotional and functional drivers behind brand trust
- Generate actionable recommendations for differentiation
Divergent Insights designed a qualitative research approach to capture rich consumer perspectives:
- Focus Group Discussions (FGDs): To explore shared perceptions, category expectations, and social influences
- In-depth Interviews: To uncover personal motivations, concerns, and lived experiences
This blended approach enabled holistic understanding of both rational and emotional drivers shaping supplement consumption behavior.
The research revealed that parents and family decision-makers prioritize:
- Product safety and ingredient transparency as top decision factors
- Doctor and expert recommendations to validate credibility
- Taste and ease of consumption for children
- Brand trust and reputation as reassurance in a sensitive category
At the same time, concerns emerged around:
- Artificial additives and unclear ingredient labeling
- Overstated or confusing health claims
- Lack of differentiation among competing brands
These insights highlighted both opportunities and barriers influencing category growth.
Based on consumer findings, Divergent Insights provided actionable recommendations including:
- Strengthen messaging around safety, natural ingredients, and transparency
- Build communication anchored in medical or expert endorsement
- Design packaging and communication tailored for family appeal
- Develop clear and credible health benefit claims
- Identify differentiation spaces in a crowded marketplace
These recommendations enabled the client to align product strategy closely with real consumer expectations.
The study equipped the client with evidence-based insights to:
- Optimize product positioning and messaging
- Strengthen consumer trust and brand credibility
- Refine go-to-market strategy
- Improve readiness for competitive market entry
Ultimately, the project translated the voice of the consumer into strategic direction — supporting stronger brand relevance and long-term market success.
With deep expertise in consumer research and healthcare category studies, Divergent Insights delivers:
- Robust qualitative and quantitative research design
- Actionable insights that link directly to business decisions
- Multi-market research experience across APAC and beyond
- End-to-end project management with quality-driven execution
Turning consumer understanding into growth strategy.
For more information about our consumer research solutions, contact us at Divergent Insights.
