Creating The Definitive Guide On Winning Indonesia’s Most Influential Consumer Segment: The Mom Playbook with Supermom & NielsenIQ

The Mom Playbook is a groundbreaking syndicated study jointly developed by Supermom and NielsenIQ, designed to decode the mindset, motivations, and purchasing behaviors of Indonesian mothers—a segment that drives household spending, brand choices, and market momentum.

This collaborative report blends advanced quantitative research with deep community insights to deliver the most comprehensive guide for brands targeting the modern Indonesian mom.

Partnership Rationale

NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ’s global reach spans more than 90 countries, covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spending. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View. For more information, please visit https://nielseniq.com/global/en/

Our Partnership History: Supermom and NielsenIQ

The collaboration between Supermom and NielsenIQ began in 2024 with a shared mission: to bring deeper clarity, accuracy, and cultural relevance to how brands understand Southeast Asian families—especially with the mother segment.

Supermom partnered with NielsenIQ to merge world-class research rigor with the real-world voices of our Supermom Mom Panel—one of the largest and most engaged mother communities in Southeast Asia. NielsenIQ brings global measurement excellence, advanced analytics, and category expertise, while Supermom provides deep cultural understanding and direct access to real Indonesian moms who shape daily purchasing decisions.

By grounding the study in our verified Mom Panel, the findings reflect authentic behaviors, motivations, and modern parenting dynamics.

Our first joint syndicated study, Impacting the Next Generation of Parents, combined large-scale quantitative data with qualitative insights from Supermom’s Mom Panel. This inaugural project culminated in a flagship industry event that brought together brand leaders, agencies, and category experts to explore the emerging behaviors of Gen Z and Millennial mothers across Indonesia. The success of this initiative set the foundation for a long-term, insight-led partnership.

Building on that momentum, Supermom and NielsenIQ continued to expand our collaboration through multiple touchpoints. Together, we hosted a specialized industry workshop for the banking and financial services sector, spotlighting how young families make decisions around savings, insurance, and long-term financial planning. Regionally, our partnership extended into Malaysia, where we co-developed localized research and insights activations tailored to the unique behaviors of Malaysian mothers. These cross-market initiatives strengthened our combined value proposition and created a unified regional narrative around modern motherhood.

Today, The Mom Playbook 2025 represents the next evolution of our partnership—bigger in scale, broader in coverage, and designed to become the definitive guide for any brand looking to win the most influential consumer segment in Indonesia.

Short Description

In Indonesia, mothers don’t just influence the market—they move it.
From baby essentials to household brands, moms shape nearly every family purchase with unmatched conviction. But rapid generational shifts, rising living costs, and evolving media habits mean brands can no longer rely on outdated assumptions.

The Mom Playbook was created to answer one question:
How can brands win the trust, loyalty, and share-of-wallet of the most influential segment in Indonesia—today and tomorrow?

Built in collaboration with NielsenIQ, this study gives brands a clear, data-validated roadmap to navigate shifting parenting ideals, media behaviors, product expectations, and decision-making triggers. With robust sample sizes and segmentation frameworks, The Mom Playbook translates complexity into clarity—empowering brands to design communication, products, and campaigns that truly resonate.

Research Objective

1. Understanding The Indonesian Mother

Gain clarity on the seven core mom segments—what they believe in, how they manage their households, where they spend, and the aspirations that shape their daily decisions.

2. Learn How to Communicate With Impact

Discover the platforms mothers trust, the content formats they engage with, and the storytelling cues that spark emotional resonance. From media habits to tonality preferences, get a blueprint for messaging that truly lands.

3. Decode the Moments That Drive Purchase

Explore their product usage patterns, category priorities, packaging expectations, and the touchpoints that matter most. Understand which benefits guide their choices across personal care, skincare, makeup, home care, F&B, and more.

4. Build Strategies Backed by Real Moms

Every insight comes directly from Supermom’s large, engaged Mom Panel—ensuring the data reflects authentic behaviors, not assumptions. Combined with NielsenIQ’s research rigor, brands get a 360° view of how moms discover, evaluate, and choose products.

Research Methodology & Scope

1. A Robust, Nationwide Quantitative Study

To capture an accurate snapshot of Indonesia’s modern mothers, we conducted a multi-phase study with 2,012 total respondents sourced entirely from the Supermom Mom Panel:

812 moms for Segmentation & Profiling
612 moms for Communication & Media Behavior
601 moms for Category & Product Preferences
This scale ensures brands receive insights that are statistically reliable, demographically representative, and grounded in real consumer behavior.

2. 7-Mom Psychographic Segmentation Model

Using NIQ’s segmentation methodology, we identified seven unique mother archetypes, each with distinct aspirations, spending habits, lifestyle patterns, and communication triggers. This becomes the foundation for precision marketing and content personalization.

3. Deep Insights Into Media, Messaging & Influence

We explored how Indonesian mothers navigate their digital world—from the platforms they rely on most, such as WhatsApp, Instagram, TikTok, Facebook, and YouTube, to the amount of time they spend on each.

The study also uncovered which promotional formats drive the strongest response, the content themes they gravitate toward, and the tones and storytelling styles that create meaningful emotional connection.

4. Category-Level Diagnostics Across 6 Key Industries

We evaluated product expectations across:
Personal care, skincare, decorative makeup, home care, branded F&B, and cooking aids—revealing insights on benefits sought, packaging cues, preferred retail channels, promotion sensitivity, and triggers that drive purchase or switching.

The Mom Playbook is designed to be the most complete, data-driven guide for understanding Indonesia’s modern mothers—built through the combined strength of NielsenIQ’s research rigor and Supermom’s deeply engaged Mom Panel.

It goes far beyond surface-level demographics, unpacking the real motivations, aspirations, media behaviors, and purchase drivers that shape how moms discover, evaluate, and choose products across categories. With segmentation rooted in psychographics, communication cues tested across platforms, and category insights spanning personal care to household essentials, the Mom Playbook gives brands a holistic, 360° view of the country’s most influential consumer segment.

Brands can use this study to sharpen every part of their commercial and marketing strategy—from precise audience targeting and content development to product innovation, packaging decisions, and promotion planning. The insights help marketers craft campaigns that resonate emotionally, choose the right platforms and creators, design messaging that aligns with mom values, and activate at the exact touchpoints that drive conversion. Whether a brand aims to strengthen loyalty, grow penetration, or win share from competitors, the Mom Playbook offers a clear, actionable roadmap for engaging mothers with relevance and impact.