A few years ago, many consumers considered imported products to be superior.
However, that perspective is changing.
More and more Indonesians are taking pride in using local products, including when choosing food. Interestingly, this pride is no longer simply a matter of nationalism, but also stems from a growing awareness of the quality, food safety, and origins of the products they consume daily.
Modern consumers now ask more than just: “Is it tasty or not?”
But also:
- Where does this food come from?
- How is it produced?
- Is its quality reliable?
- Does it meet international standards?
- And is this local product capable of competing globally?
This behavioral change is occurring alongside the growing trend of traceable food, mindful consumption, and awareness of food quality.
Modern Consumers Are Increasingly Concerned About Food Origin
Various studies on food consumer behavior have shown that transparency and traceability are now important factors in food purchasing decisions. Consumers are increasingly wanting to know:
- who produces their food,
- how it is farmed,
- is it safe,
- and whether it is produced responsibly.
This phenomenon is also evident in the global seafood industry.
In their presentation abstract for the World Tilapia Conference, tilapia farming company Regal Springs explained that global consumers are increasingly seeking products that are:
- safe,
- traceable,
- and responsibly produced.
This means that the origin of food is now part of the quality itself.
Local Products Are No Longer Viewed as “Second Class”
Another interesting change is the growing trust in local Indonesian products.
Previously, many people considered local products superior only in terms of price.
However, now, an increasing number of Indonesian products are able to meet:
- international standards,
- global certification,
- and global export quality.
In the seafood industry, for example, Indonesia is now a significant player in global aquaculture.
Regal Springs Indonesia itself is one of the world’s largest exporters of premium tilapia with integrated operations from hatchery, grow-out, to modern processing.
Its products also meet various national and international certifications related to:
- food safety,
- traceability,
- responsible aquaculture,
- and social standards.
This contributes to the new perception that local Indonesian products are also capable of competing in the global market.
Indonesian Consumers Are Now More Mindful About Food
This shift is also influenced by the growing awareness of healthy living.
According to various studies on mindful consumption and food awareness, modern consumers are now more selective in their food choices because they are starting to view food as part of a long-term health investment. They pay more attention to:
- nutritional content,
- ingredient quality,
- food safety,
- and sustainability.
According to Dr. Dase Hunaefi from IPB University, modern healthy food must be:
- safe,
- nutritionally balanced,
- and meet the body’s needs.
Therefore, consumers are now starting to value products that:
- have clear quality,
- transparent production processes,
- and good cultivation standards.
Local Pride Is Now Linked to Quality Pride
The phenomenon of “pride in local products” is now different from the past. While previously more emotional, now consumers also look for:
- real quality,
- product consistency,
- and international reputation.
This means that pride in local products is now also born because these products are truly able to compete in terms of quality. In the presentation “Not All Tilapia Wear The Crown,” Regal Springs explained that Indonesian premium tilapia is beginning to be positioned as part of the global premium whitefish category amidst challenges in the global supply of cod and seabass.
This demonstrates that Indonesian products are no longer limited to the domestic market but are also beginning to be recognized in the international premium seafood market.
Food Origin Is Now a Lifestyle Symbol
Interestingly, food origin is also becoming associated with lifestyle identity.
Modern consumers tend to value products that:
- have a story,
- are sourced responsibly,
- and support sustainability.
Therefore, concepts such as:
- farm-to-table,
- traceability,
- responsible aquaculture,
- and local sourcing
are gaining popularity.
In its cultivation system, Regal Springs Indonesia emphasizes an integrated and responsible aquaculture approach, along with lake environmental protection and support for local communities.
These principles are increasingly relevant because consumers no longer buy food solely based on taste, but also on value and trust.
Local Products with Global Quality Become a New Trend
Today, many Indonesian consumers are starting to adopt a new mindset: “If the quality is good and meets international standards, why not choose local products?”
This change is evident across various food categories:
- local coffee,
- local chocolate,
- Indonesian tropical fruit,
- and even premium seafood.
Consumers are now beginning to realize that Indonesia has:
- vast natural resources,
- high-quality food potential,
- and products that can compete globally.
And when these qualities are combined with:
- food safety,
- transparency,
- sustainability,
- and innovation,
local products are no longer just an alternative, but a primary choice.
More Than Just Taste
Indonesian consumers are now increasingly concerned about the origin of their food because modern food quality is no longer just about taste. Food now also speaks of:
- safety,
- transparency,
- sustainability,
- and trust.
Therefore, global-quality local products are starting to gain a new place in the hearts of modern consumers.
Not only because they are made in Indonesia, but because they are truly capable of delivering quality that is worthy of global recognition.
