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Jakpat Survey: Milk Consumption Rate in Indonesia is Still Low

Milk is one of the important sources of nutrients for the body health. Over time, the variety of dairy products and their alternatives has become more diverse, offering nutritional benefits and more flavor variety. Jakpat conducted a survey of 1,238 respondents to understand their views on dairy products, its derivatives, and alternatives.

Consumption of dairy products and its alternatives

Dairy milk is the most consumed product, with 75% of respondents stating that they consume it. Meanwhile, 61% of respondents consume plant-based milk, especially Millennials who choose this product the most.

Almost all respondents paid attention to the nutritional facts on the product packaging. 52% check the information occasionally, while 45% always pay attention to it.

When asked about frequency, 16% of respondents admitted to drinking dairy milk every day and almost half of respondents consumed it several times a week. Meanwhile, 20% of respondents consume dairy milk several times a month.

Aska Primadi, Head of Research of Jakpat, highlighted the low number of respondents who consume dairy milk every day. “Awareness of the importance of milk consumption continues to grow, as seen from 75% of respondents who have consumed it. However, the consumption rate is still low, as only 16% consume it daily. This is also true for dairy products such as yogurt, cheese, plant-based milk, butter, and margarine, which have a lower consumption rate than the milk itself.”

Dairy milk vs plat-based milk

Dairy milk is milk that comes from animals such as cows, goats, or sheep and is known to be rich in nutrients. Among the various types of dairy milk available, UHT milk is the most sought-after, especially by the upper economy class with 90% of respondents. In contrast, 77% of respondents from the lower economic class prefer condensed milk.

Most of the respondents, namely 92%, consume animal milk by drinking it directly. As many as 30% of respondents use milk for coffee, while 27% of respondents mix it with cereals or granola, and use it as an ingredient in smoothies.

The top five animal milk brands, namely Ultra Milk, Bear Brand, Frisian Flag, Indomilk, and Dancow, appear in the same ranking in the category of brand image and brand usage. In terms of brand image, Frisian Flag, Indomilk, and Dancow have the same percentage at 55%, although there is a slight difference in percentage points in the category of brands usage.

As an alternative to animal milk, there are plant-based milk such as soybeans, almonds, and oats that can be an option. As many as 38% of respondents chose plant-based milk because of its taste preferences and nutritional content. Gen X prefers plant-based milk because it is considered more environmentally friendly than animal milk.

Soy milk became the most popular, consumed by 86% of respondents. Almond milk came in second with 48%, followed by oat milk (42%).

In the plant-based milk brand category, ABC Sari Kedelai ranked first, followed by Oatside.

When buying milk, both dairy and plant-based, consumers from the upper SES segment pay more attention to the nutritional facts than the price. One in two respondents also considers taste, texture, and flavor variations when choosing dairy products.

Want to know what considerations are when buying dairy products and its alternative? And what brands appear in each category? Download the “Consumer Perspectives on Dairy Products and Alternatives” report at the following button