The Dairy and Frozen Food Consumer Mapping - Survey Report

The dairy and frozen foods are two kinds of food product that regularly consumed by some of us. Some of us love the tasty dairy product, some others loves the simple and quickly cooked frozen food, while some others loves both. We conducted a survey toward 3.865 respondents in nationwide to map their consumption pattern of dairy and frozen food product.

Download the Infographic Report PDF here

The demographic compositions of our respondents who have participated in this survey are relatively balance. 57% of our respondents are male and 43% are female, while their age range starts from the younger than 16 years old to the older than 45 years old. Moreover, the geographic and economic compositions of our respondents are shown in the image below.

To summarise our findings in this survey, we find different pattern of market competition among any types of dairy and frozen food products. When it comes to cheese and margarine/butter, the market competition are dominated only by certain brands, while many other brands aimed to be the brand challenger. In other hand, the frozen food and mayonnaise/dressing brands are facing a fierce competition to gain the biggest market. Moreover, respondents’ final decision on choosing certain brand of dairy and frozen foods are basically influenced by two main reasons such as product taste and its availability in the marketplace.

From all 3.865 respondents who have participated in this survey, we asked them to pick the dairy and frozen foods they regularly consume. Respondents were allowed to choose more than just one answer on our survey. Among all possible answers, most respondents are regularly consuming frozen food, margarine/butter, mayonnaise/dressing, and cheese.

We further try to lay out specific map of our respondents regarding every dairy and frozen food product. First of all, we would like to lay out the frozen food product consumer mapping from 2.616 respondents in this survey who regularly consume frozen food. Includes in the frozen foods are frozen nugget, French fries, sausages, and meatball. Regarding their frequency of consuming frozen food product, some respondents are showing significant tendency. 27% of them are consuming frozen food in daily basis, while 22% of them are consuming in just 2-3 times a month. Moreover, we also highlight their last time of consuming frozen food product.

We asked our respondents to mention the frozen food brand they lastly consumed. Among all frozen food brands, some frozen food brands that mostly mentioned were Fiesta, So Good, So Nice, Champ, Belfoods, Bernardi, Farmhouse, and else. Moreover, regarding their reason of consuming their latest preferred frozen food brand, most respondents’ decision was based on the product taste and availability in the market.

When it comes to the place of buying their latest purchased frozen food brands, our male and female respondents tend to show different preferences. However, supermarket and minimarket becomes two most visited places for them to buy the products. Averagely, most respondents in this survey were buying only one unit on their latest transaction, and they spent about IDR 5.000 – 40.000 in their latest transaction.

We then try to lay out our consumer mapping of margarine/butter. From all respondents who have participated in this survey, 1.578 of them said that they regularly consume margarine/butter. Their frequencies of consuming margarine/butter product are various, but most of them are consuming about 2-3 times a week. In other hand, most of respondents were last time consuming margarine/butter product on this week.

Regarding the respondents’ preference on the brand, more than half of our respondents in this survey mention Blue Band as the last consume margarine/butter brand. The percentage of Blue Band is very high and dominating other brands. Moreover, the product availability in the market becomes the most important reason of choosing the brand for most respondents.

When it comes to the location of buying their latest purchased margarine/butter product, minimarket and supermarket becomes two most preferred places by respondents. Regarding the number of purchased unit in their latest transaction, more than half respondents were only buying one unit and spent about IDR 5.000 – 20.000.

From all respondents who have participated in the survey, 453 respondents regularly consume mayonnaise/dressing. Their frequencies of consuming mayonnaise/dressing product are various, but most of them are consuming up to 2-3 times a week. Moreover, their most last time consuming mayonnaise/dressing product was on this week.

Regarding respondents’ preference on the brand, most respondents in this survey are consuming Mayumi, Maestro, Kraft Mayo, MamaSuka, Euro Gourmet Mayo, and else. Moreover, their reasons of consuming their latest preferred brand were mostly dominated by the product taste as well as the product availability in the market.

Minimarket and supermarket becomes two most preferred places for respondent in this survey to buy mayonnaise/dressing product they lastly consumed. Most of them were only buying one unit in their latest purchase and spent about IDR 10.000 – 20.000.

At last, from all respondents who have participated in the survey, 1.184 respondents in this survey regularly consume cheese. Their frequencies of consuming cheese are various, but most of them are consuming about 2 to 3 times a week. Moreover, most of them are last time consuming cheese product on this week.

Regarding respondents’ preference on the brand, most respondents in this survey are consuming Kraft, Cheddar, Prochiz, and other brands. Moreover, their reasons of consuming their latest preferred brand were mostly dominated by the product taste and availability in the market.

Similar with the consumer map of mayonnaise/dressing product, minimarket and supermarket becomes two most preferred places by respondents in this survey to buy cheese. On their latest transaction, most of them bought only one unit cheese and spent about IDR 10.000 – 20.000.

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.