Report date: February 2014

Creator: Nusaresearch team

REPORT OF SOFT DRINK CONSUMPTION HABITS IN INDONESIA

Data collection timing: 2nd – 5th January 2014

Based on Nusaresearch’s panellist

A. Executive summary – Consumer’s habits [1] Most respondents had consumed soft drink at least 2- 3 times a week in the last 3 months.

• 30.7% of the respondents at least 2-3 times a week consume soft drink in the last 3 months, however only

18.5% of the respondents who consume soft drink more than 3 times a week in the last 3 months.

[2] Hot weather is the best moment to consume soft drink for almost all respondents

• Most of the respondent consume soft drink when hot weather (61.1%) and 59.2% of respondents when they

refreshment

[3] Most of the respondent bought the soft drink at minimarket or convenient store.

• 91.5% of the respondents bought soft drink at minimarket or convenient store.

[4] Taste is the main factor of consideration reason for choose soft drink.

• 90.3% of the respondents choose the soft drink because of the taste. The others consideration are affordable

price (72.7 %) and available everywhere (66.1%).

A. Executive summary – Brand awareness

[5] Coca-Cola is the brand leader for soft drink category.

• The top three soft drink brands that aware by respondents are Coca cola (99.4%), Fanta (98.7%), and Sprite

(97.5%). But Sprite has the highest gap score between TOM and spontaneous, which accounts for 14.1% and

88.4%.

[6] Most respondents ever tried Coca Cola, and drink Coca Cola in the last month.

• From three top brands of soft drink, Fanta get the smallest score for ever tried in the last month (95.3%) but

get the second place for the last drink (55.2%).

[7] Fanta is chosen as the brand will consume in the future.

• From of three top brands, Fanta is most chosen as brand will consume in the future (47.3%) compare to two

others brands Coca-Cola (45.8%) and Sprite (43.9%).

B. Research information

Research method : Quantitative research (Online survey)

Data collection : 2nd – 5th January 2014

Sample size : 319

Research area : Nationwide (Indonesia)

Target : Male and female; over 17 years old.

Criteria : Consume soft drink in the last 3 months

Research objectives : - Understand about Indonesians’ consumers

habits on soft drink

- Know brand awareness, frequently consume and will consume in

the future

Sampling method : Internet sampling (Nusaresearch panel)

1. Consumer’s habits2. Brand Awareness

C. Research findings

1. Frequency of soft drink consumptionMost respondents had consumed soft drink at least 2- 3 times a week in the last 3 months.

30.7% of the respondents at least 2-3 times a week consume soft drink in the last 3 months, however only 18.5% of

the respondents who consume soft drink more than 3 times a week in the last 3 months.

18.5

30.7

21.0

29.8

0.0

10.0

20.0

30.0

40.0

More than 3 times a week 2-3 times a week Once a week 1 - 3 times a month

FIGURE 1. FREQUENCY OF CONSUMING SOFT DRINK

Q. Please indicate how often do you consume soft drink by yourself? [SA] Based n=319 Unit : %

2. Moment to consume soft drinkHot weather is the best moment to consume soft drink for almost all respondents

Most of the respondent consume soft drink when hot weather (61.1%) and 59.2% of respondents when they need

refreshment.

61.1 59.256.7 56.4

49.2

39.5

14.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Hot weather Refreshment Recreation Leisure time When eating fastfood

As a guest orwhen

entertainingguest

After eat

FIGURE 2. MOMENT TO CONSUME SOFT DRINK

Q. In what moment do you consume soft drink? [MA] Based n=319 Unit : %

3. Places to buy soft drink

Q. Where do you usually buy soft drink? [MA] Based n=319 Unit : %

Most of the respondent bought the soft drink at minimarket or convenience store.

91.5% of the respondents bought soft drink at minimarket or convenience store.

91.5

60.856.1 55.8

41.738.9

9.1

0.0

20.0

40.0

60.0

80.0

100.0

Minimarket orconvinience mart

Supermarket Hypermarket Nearby warung Grocery store Street vendor Others

FIGURE 3. PLACE TO BUY SOFT DRINK

4. Consideration factors when choose soft drink

Q. What are the factor of consideration when choose soft drink? [MA] Based n=319 Unit : %

Taste is the main factor of consideration reason for choose soft drink.

90.3% of the respondents choose the soft drink because of the taste. The others consideration are affordable price

(72.7%) and available everywhere (66.1%).

1.3

11.9

16.0

19.1

21.6

23.2

27.3

32.9

36.7

53.6

59.2

66.1

72.7

90.3

Others

There are a lot of soda

Color appearance

Attractive ad

There are many packaging options

Attractive packaging

There are many size options

Favored by many people

Famous brand

Fit of sweet taste

Trusted brand

Available everywhere

Affordable price

Taste

FIGURE 4. FACTOR OF CONSIDERATION

1. Consumer’s habits2. Brand awareness

C. Research findings

5. TOM vs. Spontaneous vs. Total awareness of soft drink brandsCoca-Cola is the brand leader for soft drink category.

Q. What are the soft drink’s brand do you know? [FA] Based n=319 Q. Among the list brands of soft drink, which one do you aware (inlclude thet you mention before)? [MA] Based n=319

The top three soft drink brands that aware by respondents are Coca cola (99.4%), Fanta (98.7%), and Sprite (97.5%).

But Sprite has the highest gap score between TOM and spontaneous, which accounts for 14.1% and 88.4%.

Coca Cola Fanta Sprite Big Cola Pepsi 7 UP Dietcola Pepsi Blue Root Beer

Total Awareness 99.4 98.7 97.5 90.3 92.8 50.5 39.8 73.7 45.8

TOM 57.4 14.4 14.1 6.9 3.4 0.6 0.0 0.0 0.0

Spontaneous 96.2 86.8 88.4 58.3 48.0 13.2 1.6 0.9 13.5

0.0

20.0

40.0

60.0

80.0

100.0

FIGURE 5. SPONTANEOUS VS. TOTAL AWARENESS

Unit : %

Coca Cola Sprite Fanta Pepsi Big Cola Pepsi Blue 7 UP Root Beer Dietcola Others

Ever tried 96.9 95.9 95.3 78.4 74.9 56.1 34.5 32.9 20.7 4.4

Last drink 68.0 53.0 55.2 23.2 46.7 11.9 4.1 9.4 2.8 1.9

0.0

20.0

40.0

60.0

80.0

100.0

FIGURE 6. TOP SOFT DRINK BRANDS

Most respondents ever tried Coca Cola, and drink Coca Cola in the last month.

Q. Among the list brands of soft drink, which one do you ever-tried? [MA] Based n=319 Q. Among the list brands of soft drink, which one did you last month drink? [MA] Based n=319 Unit : %

6. Soft drink’s brands ever tried & last drink

From three top brands of soft drink, Fanta get the smallest score for ever tried in the last month (95.3%) but get the

second place for the last drink (55.2%).

35.7

21.619.4

16.3

3.8

1.3 0.6 0.6 0.3 0.30.0

10.0

20.0

30.0

40.0

Coca Cola Big Cola Fanta Sprite Pepsi Pepsi Blue Root Beer 7 UP Dietcola Others

FIGURE 7. SOFT DRINK BRANDS FREQUENTLY DRINK

35.7% of respondents frequently drink Coca Cola.

Among the list brands of soft drink, which one do you frequently drink? [SA] Based n=319 Unit : %

7. Soft drink’s brands frequently drink

Coca cola is the soft drink’s brand that frequently drink by respondent. And Big Cola in the second place with

percentage score 21.6%.

Fanta is choosen as the brand will consume in the future.

From of three top brands, Fanta is most choosen as brand will consume in the future (47.3%) compare to two

others brands Coca-Cola (45.8%) and Sprite (43.9%).

8. Brand in the future

Please indicate your intention to buy? [MA] Based n=319 Unit : %

CocaCola

Fanta Sprite Pepsi Big Cola MirindaRootBeer

PepsiBlue

DietCola

SevenUp

DietPepsi

I'm highly consider to buy 45.8 47.3 43.9 29.2 26.0 10.0 17.2 16.0 13.2 13.5 11.3

I'm consider to buy 33.9 30.7 36.7 35.4 32.0 22.9 20.1 30.1 21.3 24.5 21.9

Maybe consider 8.8 8.8 8.2 20.1 21.9 37.6 27.0 31.3 33.5 33.2 36.7

I'm not consider to buy 5.0 6.3 5.3 9.4 12.2 16.6 18.8 14.4 22.3 17.2 21.6

I'm highly not consider to buy 6.6 6.9 6.0 6.0 7.8 12.9 16.9 8.2 9.7 11.6 8.5

0.0

20.0

40.0

60.0

80.0

100.0

FIGURE 8. CONSIDERATION LEVEL TO BUY SOFT DRINK

I'm highly not consider to buy I'm not consider to buy Maybe consider

I'm consider to buy I'm highly consider to buy

D. Respondent information

D. Respondent’s information (1)

Based n=319 Unit : %

58.3

41.7

Gender

Male

Female

34.2

38.8

27.0

Age

Below 25 years old

25 - 34 years old

Over 34 years old

26.3

36.7

37.0

Monthly Household Expenditure

Below Rp.1,500,001

Rp. 1,500,001 - Rp.3,000,000

Over Rp. 3,000,000

D. Respondent’s information (2)

Based n=319 Unit : %

13.2

13.8

16.9

17.6

17.6

21.0

Province

Jawa Tengah and DIY Jogjakarta

Jawa Timur

Jawa Barat and Banten

DKI Jakarta

Sumatra

Others

16.09.5

19.1

19.4

36.1

Occupation

Staff

Student or college student

Entrepeneur & Parttime

PNS & BUMN

Others

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creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively

managed over 88,000 members panel with various segmentations across Indonesia.

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