What we put in our shopping cart isn’t determined solely by what we want to eat. Price, availability, a product’s placement on the shelf, the time we have, and even the options available in the store all shape that decision. On the other hand, what’s available on the shelves is also a reflection of the broader food system—from producers and supply chains to the policies that govern them.

Amid shifting consumption patterns among urban residents, modern retail plays an increasingly strategic role in shaping food choices. However, how prepared is this sector to promote dietary patterns that are not only healthy for people but also better for the environment?

This question was one of the topics discussed at the Study Results Discussion: Identification of the Retail Ecosystem and Readiness for Healthy & Sustainable Diets in Indonesia, organized by WWF-Indonesia in collaboration with the Indonesian Science Fund (DIPI) and PuruPiru Creative & Sustainability Communication in Jakarta on Tuesday (September 15, 2026).

The study, conducted over approximately four months, examined the retail ecosystems in Jakarta, Bandung, Yogyakarta, and Bali. A number of retailers were involved through literature reviews, media monitoring, interviews, and focus group discussions (FGDs). For WWF-Indonesia, this study serves as a first step toward understanding current practices, the challenges faced, and areas for intervention that can be developed in collaboration with the retail sector.

Retail was chosen as the starting point because of its position between producers and consumers. The products available, how they are displayed, and how they are procured can influence consumer choices while also sending signals to the upstream supply chain.

However, findings from the PuruPiru study show that driving change is not as simple as providing more healthy food options on store shelves.

Concepts such as Planet-Based Diet and Sustainable Diet, for example, are still relatively unfamiliar in the Indonesian retail context. The term Planet-Based Diet is even often confused with Plant-Based Diet. At the retail level, the concept of sustainability is still largely understood in terms of organic products, certifications, and a healthy lifestyle in general.

The issue, then, is not just how to offer better products, but how to make those choices understandable and relevant to consumers in their daily lives.

A number of practices have actually already been implemented. In the study, the interventions identified included product selection arrangements, waste reduction and packaging minimization, as well as the curation and procurement of certified products. Placing fruits and vegetables in more visible areas, for example, can serve as a form of choice placement that encourages consumers to consider these options from the very start of their shopping trip.

But when it comes to price, the issue becomes more complex.

Certified or organic products generally come with a higher price tag. At the same time, the supply of both local and certified products is not always consistent, in terms of both volume and quality. For fresh produce, the issue is compounded by infrastructure needs such as cold chain and distribution costs.

These conditions vary from region to region. Bandung, for example, is relatively close to agribusiness areas, so it has better access to some local fresh produce. Meanwhile, Jakarta faces greater challenges with transportation and procurement costs due to the limited agricultural production areas in its vicinity.

"Retail" therefore cannot act alone in driving changes in dietary patterns.

Rudy Sumampouw, Vice Chairman of the Indonesian Retailers Association (APRINDO), emphasized that retail is just one part of the ecosystem. Consumer behavior, the supply chain, demographic characteristics, product quality, and government regulations also play a role in determining what is ultimately available and purchased by the public.

From a business perspective, product availability must also align with demand. Retailers need to ensure that the products they offer meet consumer needs, while manufacturers and suppliers must be able to maintain a continuous supply.At this point, consumer behavior plays an equally important role.

Dr. Raden Dikky Indrawan from IPB University believes that the approach to consumers should be kept simple. Terms that are easy to understand and relatable to everyday life, such as "Buy the Good One," are considered more easily accepted than unfamiliar technical concepts. Strategic product placement can also serve as a form of nudging, encouraging consumers to make certain choices without feeling pressured.

However, even these strategies still face the reality of purchasing power.

During the discussion, it became clear that consumers’ food choices can change throughout the month. When financial conditions are still relatively comfortable, choices considered healthier may be easier to make. Toward the end of the month, cheaper, more convenient, and familiar foods once again become the preferred choice.

In other words, simply asking consumers to choose healthier and more sustainable foods isn’t enough. These options must also be available, affordable, easy to find, and suited to their needs.

Another challenge arises when the discussion shifts to local food. A transformation in consumption patterns should not drive consumers further away from local farmers. On the contrary, changes in demand at the retail level can serve as a pathway to strengthen the local food supply chain, provided that the supply is able to consistently meet market needs.

Business Engagement and Development Specialist at WWF-Indonesia, Samuel Pablo Pareira, explained that the local food approach needs to be adapted to the conditions of each region. Products that are readily available in one area may not be available in the same quantities in another. Therefore, interventions must also consider the nearest supply sources, consumer characteristics, and applicable local policies.

According to Pablo, WWF-Indonesia will continue its engagement with retailers that are already better prepared to take action. These retailers can serve as prime movers—or early drivers—before a broader approach is developed to engage other stakeholders.

These steps are part of the study’s recommendations, which categorize retailers based on their level of readiness and the types of interventions that can be implemented. Retailers with consumers who are already more health- and sustainability-conscious can serve as a platform to achieve quick wins. Meanwhile, retailers with a more diverse consumer base require a longer-term approach, including through education and expanding product options.

For WWF-Indonesia, this process does not stop at in-store interventions. Supportive regulations, strengthening the supply chain, engaging producers and farmers, and public awareness campaigns remain essential to ensure that change can take place on a broader scale.

The discussion also revealed that modern retail alone cannot yet fully represent the diversity of Indonesia’s food system. This study still focuses on four urban areas, where consumer characteristics are relatively more aligned with modern retail. Traditional markets and online retail, which also play a major role in the food consumption of the Indonesian public, remain areas that require further study.

These limitations, however, serve as an important consideration for the next phase. Expanding the research to other regions, such as Sumatra, Kalimantan, and Sulawesi, could provide a more diverse picture of local food, consumption patterns, and the role of local regulations in shaping food choices.

Ultimately, the discussion about healthy and sustainable food is not just about asking consumers to change what they eat. The choices on the dinner table are shaped long before that—by what farmers grow and produce, how food is distributed, how policies are made, and what is ultimately available and visible on store shelves.

Therefore, change requires more than just one party.

WWF-Indonesia views collaboration between the government, the private sector, producers, retailers, academics, and the public as a crucial component in building a food system that is healthier for people and better for nature. The findings of this study serve as a starting point for understanding where change can begin and how each stakeholder can play their part.

After all, for healthier and more sustainable food choices to become part of people’s daily lives, they must be more than just good options. They must also be available, affordable, and practical for consumers as well as all the stakeholders behind them.