“Can I get a sweet iced tea (es teh manis)?” 

That’s a common request you hear when dining out in Indonesia.

This highlights how common and culturally ingrained sweet beverages are for Indonesians. Indonesians love sweets due to their deep cultural significance in celebrations and traditional rituals, where sweet treats symbolize joy, prosperity, and hospitality. 

This affinity is further enhanced by the tropical climate, which makes refreshing, sugary beverages a popular choice for cooling down and enjoying a quick energy boost. However, this particular consumption pattern also contributes to Indonesia being one of the countries with the highest number of diabetes cases.

The International Diabetes Federation (IDF) revealed that in 2021, Indonesia ranked fifth among the countries with the highest number of diabetes cases, with 19.5 million people affected. This number is projected to rise to 28.6 million by 2045. 

The IDF also highlighted that the percentage of diabetic individuals in Indonesia starts to increase significantly from their 20s, with a prevalence rate of 1:9—meaning that out of every 10 people, one is diabetic. This trend correlates with their consumption of sweet foods and drinks. 

Additionally, according to the Riset Kesehatan Dasar (2018) from the Indonesian Ministry of Health, 87.9% of Indonesians consume sweet foods, and 91.49% consume sweet drinks regularly.

Sweets: Everything, Everywhere All at Once

In the book “The Way We Eat Now” (2019), Bee Wilson explained the profound shift in global dietary habits, particularly focusing on our escalating consumption of sweetness. Wilson highlights that our modern diets are dominated by sugary foods and beverages, a stark contrast to the past when sweet flavors were a rare and cherished treat. 

This transformation is not just a matter of personal choice but is driven by the food industry’s deliberate strategies to make sweet products highly accessible and irresistibly appealing. The omnipresence of added sugars in processed foods has conditioned our palates to crave sugar more intensely, leading to a cycle of overconsumption and dependency.

In Indonesia, this sweet revolution is vividly seen in the evolving coffee culture. Traditionally, Indonesians preferred the robust flavors of espresso or Americano. However, recent years have witnessed a dramatic shift towards milky and sweeter coffee concoctions.

This trend, which began to take off around 2018, reflects a broader change in consumer preferences. The rise of bubble tea brands like Chatime, Gulu Gulu, and Street Boba, along with sweet tea brands such as MenanTea and Es Teh Indonesia, has transformed the Indonesian beverage landscape.

These sugary drinks have become immensely popular, contributing to the increasing intake of added sugars among Indonesians, especially since they are now available almost everywhere in cities.

This phenomenon underscores Wilson’s observations about global dietary changes and highlights the urgent need for greater awareness and regulation to address the health risks associated with high sugar consumption.

Sweet Relief: Youth Stress Coping through Snacking

Youthlab data reveals that snacking is the largest expense for the 18-24 age group. Snacking, particularly on sweet treats, has become a common coping mechanism for these young individuals.

At this age, many young adults are transitioning from adolescence to adulthood, navigating the complexities of higher education, new careers, and increased responsibilities. The pressure to succeed academically and professionally can be overwhelming. 

According to the American Psychological Association (APA), stress levels in young adults are on the rise, with many reporting high levels of anxiety and depression. Our data also found similarities as we found that Indonesian youth are more prone to stress and anxiety more than the older generations. 

In such a demanding environment, it’s not surprising that many turn to food for comfort.

Research by Kim et al. (2021) supports this trend, showing a clear preference among youth for sweeter foods when stressed. Consuming sweets releases dopamine, a neurotransmitter associated with pleasure and happiness, creating a temporary feeling of relief. 

Over time, this reinforces the habit of turning to sugary snacks to cope with stress and elevate mood. The immediate gratification provided by sweets acts as a quick fix, making them an appealing option for instant relief. 

These habits can create a cycle of sweetness addiction, ultimately leading to diabetes. 

Additionally, the social aspect of snacking cannot be overlooked. In many cultures, sharing food, especially sweets, is a common way to bond and provide mutual comfort. 

For young adults, who are often building new social networks in college or at work, snacking together can strengthen these connections. The collective experience of enjoying sweet treats fosters a sense of belonging and reduces feelings of isolation, which are common stressors themselves.

Future Outlook: Trends in Sweet Consumption

Looking ahead, several emerging patterns suggest how sweet consumption behavior might evolve. One anticipated trend is the increasing demand for healthier alternatives.

As consumers become more health-conscious, there is a growing market for products that offer the same sweet satisfaction but with lower sugar content or natural sweeteners like stevia, monk fruit, or agave syrup. 

Although these alternatives can also lead to an addiction to sweetness, health-conscious consumers may prefer them over traditional sugar due to concerns about diabetes.

Moreover, the trend towards plant-based and vegan products is expected to influence the sweet beverage market. Plant-based milks such as almond, oat, and soy are becoming popular substitutes for dairy in sweet drinks, appealing to both lactose-intolerant individuals and those seeking sustainable choices. 

This shift aligns with a broader movement towards environmental sustainability and ethical consumption.

Finally, the influence of social media will continue to shape sweet consumption trends. Platforms like Instagram, TikTok, and YouTube are powerful tools for setting trends and driving consumer behavior.

Viral challenges, influencer endorsements, and aesthetically pleasing product presentations will keep driving the popularity of new and innovative sweet products.