Drink It or Spoon It: Survey Report on Indonesian Yoghurt Consumption Pattern

Yogurt is one of the people’s favorite dairy products. Sometimes it’s even heavily consumed in everyday life. In Indonesia, there are various kinds of yogurt circulating in the market, of course under the name of many brands too. Therefore, recently Jakpat has conducted a survey in order to see Indonesian’s yogurt consumption pattern. This survey involved 5215 respondents from across Indonesia. For the further notes, Jakpat’s respondents in this survey are Indonesian smart-phone users, with a range of age from 16 to 50 year-old and various economic backgrounds.

Download the Infographic Report PDF here

As this survey aims to map yogurt consumption pattern in everyday life, first of all we divide the product of yogurt into two categories: liquid (ready-to-drink) yogurt and spoonable yogurt. Apparently, more than half of our respondents (55%) admit that they usually consume the liquid ones, while there are only 12% of them who often consume the spoonable yogurt. In general, apparently women are more likely than men to consume yogurt (54% VS 46%).

Next, regarding to the consumption frequency, liquid yogurt is usually consumed 2 to 3 times in a week (21%) or 2 to 3 times in a month (21%). Meanwhile, the spoonable yogurt is often consumed less than once in a month (21%) or 2 to 3 times in a week (20%). For both categories, apparently there are only 6% who consume it every day. When asked about the most recent time of consuming yogurt, the liquid yogurt is mostly consumed within this week (33%), and so is the spoonable yogurt (24%).

Furthermore, regarding to the brands and reasons for choosing a certain brand, apparently Cimory is topping both categories of yogurt. For the liquid yogurt, more than half of our respondents (58%) admit that they choose a certain brand for its availability at the store, while 38% of them choose for the various flavors it has. On the other hand, for the spoonable yogurt, the variety of flavors is the main reason for choosing a certain brand (45%), while the availability at the store is the second most popular reason (41%).

Regarding to the place for buying yogurt, apparently minimarket and supermarket are people’s favorite places. For liquid yogurt, more than half of our respondents (58%) buy it at the minimarket, while 23% of them buy it at the supermarket. Meanwhile, for spoonable yogurt, 37% of our respondents admit that they buy it at the supermarket and 32% of them buy it at minimarket. In one purchase, they usually buy one pack for both liquid yogurt (37%) and spoonable yogurt (42%).

Lastly, in regards to the money spent for buying yogurt in one purchase, the average spending is about IDR 5,000 to IDR 20,000. For liquid yogurt, they usually spend about IDR 5,000 to IDR 10,000 (42%). On the other hand, for spoonable yogurt, they usually spend about IDR 10,000 to IDR 20,000 (31%) in one purchase.

For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.