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Coffee and Tea Continue to Dominate, While Matcha Strengthens Its Premium Position

Indonesia’s beverage industry continues to evolve as consumers embrace an increasingly diverse range of drink options. Beverages are no longer simply consumed to quench thirst, they have become part of daily routines, social activities, and moments to relax or recharge. To better understand these changing habits, Jakpat surveyed 1,238 respondents across Indonesia about their consumption of various beverages.

Coffee and Tea Remain the Top Choices Across Generations

The survey found that coffee and tea continue to be Indonesians’ favorite beverages, with each consumed by more than 70% of respondents across all generations. Meanwhile, matcha is significantly more popular among younger consumers, with 34% of Gen Z and 32% of Millennials having consumed it in the past six months, compared to just 17% of Gen X. Older generations, on the other hand, show stronger preferences for coffee, tea, and traditional herbal drinks (jamu). These findings highlight how each generation balances modern beverage trends with more traditional choices.

According to Septiana Widi Sugiastuti, Research Lead at Jakpat, these findings emphasize the importance of understanding consumer preferences across generations. “Although coffee and tea are popular across all generations, differences in secondary beverage preferences reveal distinct consumer segments. Younger generations tend to embrace emerging beverage trends, while older consumers continue to prefer familiar and traditional drinks. These findings suggest that beverage brands should avoid a one-size-fits-all approach and instead tailor their product innovations and communication strategies to the unique preferences of each generation.”

Where Consumers Get Their Drinks Depends on the Category

Jakpat’s findings also reveal that purchasing behavior varies significantly by beverage category. Coffee and tea are most commonly prepared at home, reflecting their role as everyday staples. Milk, however, is more often purchased from supermarkets.

Other beverage categories also have distinct purchasing patterns. Jamu is primarily bought from traditional street vendors, while soda is closely associated with supermarket purchases. Matcha, in contrast, is most commonly purchased from cafés and records relatively high usage of food delivery services, reinforcing its position as a lifestyle beverage.

Septiana explained that these differences are shaped not only by the beverages themselves but also by the consumption experiences consumers seek. “Consumers are looking for convenience, trust, and the right consumption experience, not just the beverage itself. This explains why jamu is typically purchased from street vendors, soda is strongly associated with supermarkets, and matcha is more commonly enjoyed in cafés.”

Most Consumers Spend Less Than IDR 25,000 Per Drink

When it comes to spending, most respondents reported paying less than IDR 25,000 for a single beverage, indicating that affordability remains a key consideration when choosing drinks. Tea is the most affordable category, with the majority of consumers spending less than IDR 10,000 per serving. Soda and jamu also remain closely associated with lower price points. Meanwhile, coffee shows a wider spending range, although most consumers still spend less than IDR 25,000 per serving.

Matcha Stands Out as a Premium Beverage

While affordability dominates most beverage categories, matcha stands apart. Many consumers are willing to spend between IDR 25,000 and IDR 50,000 for a single serving, making it the only beverage category with a strong mid-range spending pattern. This suggests that consumers are paying not only for the drink itself but also for the value and experience associated with the category.

According to Septiana Widi Sugiastuti, Research Lead at Jakpat, price serves as more than just a purchasing consideration, it also shapes how consumers perceive a beverage category. “These findings show that price acts as a category positioning signal rather than simply a purchasing consideration. Matcha has successfully established a premium image, making consumers willing to pay higher prices, while soda and jamu continue to be associated with affordability. This highlights that a category’s success depends less on price competition and more on creating perceived value through clear positioning, product experience, and brand differentiation.”

Interested in learning more about beverage consumption trends in Indonesia? Download the full “Indonesian Beverage Consumption” report here: