According to the Ministry of Youth and Sports, Indonesia's sports economy reached an estimated 39.45 trillion rupiah ($2.3 billion) last year. This figure represents a 5.8% increase from 2023, equivalent to 0.19% of the country's gross domestic product. The market is experiencing significant growth, primarily driven by the purchasing habits of Gen Z and millennial consumers, who are influenced by a global trend toward fitness and healthy lifestyles.

In light of this market development, Init-6 is backing one% Nutrition to scale up its product across Southeast Asia and enhance access to everyday Nutrition.

Rexi Christopher, Venture Partner at Init-6, said, "We've been following the development of sports lifestyle and its growth in major cities and believe it has significant potential, not only in Indonesia but across the Southeast Asian market. one% is crafted in Indonesia but has the opportunity to reach beyond. one% Nutrition represents a new generation of functional nutrition products tailored for today's active, on-the-go urban consumers and caters to the needs of the sports market."

The pre-seed funding round also saw participation from First Move, a Singapore-based early-stage investment fund, alongside investment from senior management of leading startups and venture capital funds across the region.

Ken Opamuratawongse, CEO and co-founder of one% Nutrition, said, "Most people want to live healthier lives but don't know where to start; we have seized this opportunity to deliver a high-quality, functional nutrition product that is accessible and seamlessly integrates into users' daily routines. We thoughtfully crafted our first SKU - Ready-to-Drink (RTD) Protein Water, to address core nutritional gaps in Indonesia. With the average Indonesian lagging in protein consumption but experiencing high sugar intake, we saw an urgent opportunity to offer a convenient, better-for-you solution. We are excited about this milestone and will use the investment to expand our product portfolio, scale our distribution channels, and accelerate brand initiatives across key markets in Southeast Asia."

One% Nutrition has demonstrated rapid growth, more than doubling its sales month-on-month and gaining strong momentum across both online and offline channels. The brand has partnered with leading gyms, fitness communities, and health-focused retailers to drive adoption and is preparing to expand its product offerings later this year.

"We were impressed by one% Nutrition's clarity of vision, early traction, and the team's sharp execution. They have a deep understanding of the evolving consumer landscape in Southeast Asia and are building a brand that resonates with a new generation that values both health and lifestyle. With the growing demand in the region, we believe that one% Nutrition is well-positioned to become a leading force in Southeast Asia's consumer nutrition and wellness landscape," said Rexi.

Source: Techinasia