Introducing “Beyond Diets and Dumbbells: Unlocking How Southeast Asia Eats, Moves, and Lives Well.” This report unpacks how health and wellness have evolved into a mass movement reshaping consumption across Indonesia, the Philippines, and Vietnam.

We deep dive into the health and wellness economy across these three markets—decoding how belief, behavior, and spending are redefining the category. In partnership with Toluna, we analyzed 1,800 consumers aged 18 to 65 across income brackets and city tiers to uncover the real drivers of value creation for the next generation of health and wellness brands.

This report explores three critical categories:

• Food & Beverage – Everyday choices reflect the search for balance, as consumers seek nourishment without giving up enjoyment or tradition.
• Exercise & Movement – Fitness has evolved from aesthetics to agency: a means to stay in control, feel good, and restore both body and mind.
• Supplements & Functional Health – The paradox of prevention: belief runs high, but consistent use still depends on access, trust, and proof.

Health and wellness in Southeast Asia are no longer just personal goals—they have become a collective movement shaping how people eat, move, and rest. As disposable incomes rise and digital influence deepens, wellness has emerged as the new measure of progress, confidence, and self-control.

For founders, it’s a strategic window to build enduring brands grounded in trust, access, and cultural relevance. For investors, it offers a lens into where sustainable value is emerging and which subcategories are primed for breakout growth.

Whether you’re mapping your first wellness SKU, chasing share in functional food, or evaluating the next growth curve, this report distils on-the-ground data and consumer realities—before the next wave of brands hits the shelf.

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