REPORT OFSOFT DRINK CONSUMPTION HABITS IN INDONESIA Data collection timing:2nd–5th January 2014 Based on Nusaresearch’s panellist B. Research information Research method: Quantitative research (Online survey) Data collection:2nd–5thJanuary 2014 Sample size: 319 Research area: Nationwide(Indonesia) Target:Male and female; over 17 years old. Criteria:Consume softdrink 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. 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

2. 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%).

3. 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%).

4. 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)

5. 1. Consumer’s habits
2. Brand Awareness
C. Research findings

6. 1. Frequency of soft drink consumption
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.
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 : %

7. 2. Moment to consume soft drink
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 need
refreshment.
61.1 59.2
56.7 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 fast
food
As a guest or
when
entertaining
guest
After eat
FIGURE 2. MOMENT TO CONSUME SOFT DRINK
 Q. In what moment do you consume soft drink? [MA] Based n=319 Unit : %

8. 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
60.8
56.1 55.8
41.7
38.9
9.1
0.0
20.0
40.0
60.0
80.0
100.0
Minimarket or
convinience mart
Supermarket Hypermarket Nearby warung Grocery store Street vendor Others
FIGURE 3. PLACE TO BUY SOFT DRINK

9. 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

10. 1. Consumer’s habits
2. Brand awareness
C. Research findings

11. 5. TOM vs. Spontaneous vs. Total awareness of
soft drink brands
Coca-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 : %

12. 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%).

13. 35.7
21.6
19.4
16.3
3.8
1.3 0.6 0.6 0.3 0.3
0.0
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%.

14. 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 : %
Coca
Cola
Fanta Sprite Pepsi Big Cola Mirinda
Root
Beer
Pepsi
Blue
Diet
Cola
Seven
Up
Diet
Pepsi
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

15. D. Respondent information

16. 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

17. 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
16.0
9.5
19.1
19.4
36.1
Occupation
Staff
Student or college student
Entrepeneur & Parttime
PNS & BUMN
Others

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