While assuring the transformation needed to refresh strategies, engage younger consumers and build trust, Rudolf revealed how the youth played a pivotal role in the changes to the health and wellness sphere.

“Millennials and Gen Z are stepping into the spotlight as the main consumers, bringing with them fresh expectations, preferences and values. Among these, health and wellness take center stage,” he said.

He said these digital-savvy generations were health-conscious, seeking authenticity and holistic well-being. “They turn to online platforms for information, advice and even their shopping needs. For health brands, adaptation is not just an option – it’s a necessity,” he said.

According to Rudolf, trust is the currency of health. In Indonesia, health decisions are communal and deeply intertwined with cultural norms and therefore, “rejuvenation isn’t just about a facelift; it’s about being approachable, credible and genuinely engaging,” he said.

Younger consumers, Rudolf said, were sceptical of traditional ads that merely touted product features, instead gravitating toward brands that demonstrate authentic care for their well-being. Therefore, he advised health brands to step out from behind the sterile packaging and connect on a human level.

As Indonesia’s digital revolution is in full swing, with more people logging on every day, creating a vast landscape of opportunity, health brands are advised to harness this momentum.

“Robust digital strategies – think social media engagement, e-commerce and targeted digital marketing – are no longer optional. They’re the lifelines connecting brands with consumers,” he said.

“Understanding their needs, preferences and pain points in this digital realm is non-negotiable,” he said.

He said rejuvenation was also about innovating products to meet the unique needs of young Indonesians.

“Natural ingredients, personalized health solutions, mental health support —these are the building blocks of relevance. Brands that listen, adapt and create offerings aligned with these needs will thrive,” he noted.

According to him, to truly engage the youth, health brands need more than cookie-cutter marketing.

“They need messages that resonate personally, spark conversations and create a sense of community. Yes, TV commercials still matter, but they’re no longer the sole megaphone. Combine them with digital and social media efforts, and suddenly you are part of the conversation, not just shouting at it,” he pointed out.

Highlighting the benefits of rejuvenation, Rudolf said Indonesia’s health market was a bustling bazaar, with local and international brands jostling for attention.

“Rejuvenation isn’t just a cosmetic touch-up; it’s the secret sauce that helps brands stand out. Innovation and social responsibility become their calling cards, appealing to young consumers who crave both,” he said.

Apart from helping brands stand out, rejuvenation also encourages community engagement and brand advocacy.

“Revitalized brands can lead the charge in community health education. Imagine partnerships with healthcare professionals, influencers and community leaders. Together, they promote preventive health care, proper nutrition and healthy lifestyles. Trust and credibility grow organically when brands actively contribute to the well-being of their communities,” he remarked.

He also explained how young consumers played a crucial role in promoting brands thanks to the rejuvenation. “Young consumers aren’t passive spectators; they’re active advocates,” he said.

He went on to say that rejuvenation empowered them to share their health journeys, champion brands that aligned with their values and spread the word. “This word-of-mouth promotion builds loyalty and burnishes brand reputation,” he noted.

According to a 2022 report Consumption Value of Health and Wellness Products released by Statista, in 2022, the value of health and wellness products in Indonesia reached approximately US$12.47 billion. This figure is expected to continue growing in the coming years.

Data from the Global Wellness Institute (GWI) show that Indonesia’s wellness economy expanded from a value of $35 billion in 2017 to $36.4 billion in 2020.

This ranking places Indonesia 19th out of 218 countries measured globally and ranked no. 7 in the Asia-Pacific region.

Rudolf said that revamping Indonesia’s health brands was not just about profit margins; it was about a healthier nation.

“By targeting younger consumers with relevant, trustworthy and engaging strategies, brands can lead the charge in shaping the evolving health and wellness landscape. This rejuvenation is not cosmetic – it’s strategic. It benefits both business and society,” he concluded.

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