The Sweet, Sour, and Juicy Refreshing: Consumer Mapping of RTD Fruit Drink - Survey Report

Vitamin is an essential nutrition for our physical health. Fruit is one of the most nutritious foods that contain much vitamin and taste delicious. The sweet, sour, and refreshing juice of fruit is undeniably become our all-time favourite. However, since sometimes the price of fresh fruit is usually pricey, especially for the seasonal fruit, the ready to drink fruit juice drink becomes a popular choice. We conducted a survey toward 4.666 respondent in nationwide to map their consumption habit of ready to drink (RTD) fruit juice.

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The composition of our respondent sample in this survey is relatively balance due to their age range, location, monthly expense, and living dependency. From the 4.666 respondents who have participated in this survey, 57% of them are male and 43% are female. Furthermore, the detailed composition of our respondents is shown on the image below.

Our highlight of this survey is that there is a different rank of popularity between the types of instant fruit juice drink packages. Another worth noting data finding is that we find the different pattern of brand competition between the powdery and boxed/bottled fruit drink packages.

Comparing the data of the type of fruit drink packages regularly consumed by respondent in this survey, most respondents are more likely to consume the boxed/bottled one. To mention the exact number of respondents in this survey who regularly consume each category, 803 respondents are regularly consume the powdery fruit drink, 3.045 respondents are regularly consume bottled/boxed fruit drink, while the rest 818 respondents do not consume any of it.

First of all, we would like to lay down our map toward the 803 respondents in this survey who regularly consume powdery fruit drink. Apparently, the pattern of consumption between our male and female respondents in this category is different on their secondary habitual level. The male respondents in this category tend to consume powdery fruit drink more often than female.

Regarding their latest experience of consuming powdery fruit drink, most respondents who regularly consume the product were consuming it during this week.

The competition among brands in powdery fruit drink category is mostly dominated by a single player. NutriSari becomes the most mentioned brand consumed by respondents in this category on their latest consumption

The reasons of our respondent in this category on choosing their latest powdery fruit drink brand were mostly dominated by two factors such as product taste and availability.

The preferred locations of our respondent in this category to buy their latest powdery fruit drink brand were stall and mini market.

Regarding the number of purchased sachet from respondent in this category’s latest transaction, most of them were buying about 1 up to 3 sachets. Moreover, the amount of money they spent in the latest transaction was about less than IDR 5.000 up to 10.000.

Our upcoming consumer mapping is focused on the bottled/boxed fruit drink. From 3.045 respondents in this survey who regularly consume bottled/boxed fruit drink, their frequency of consumption is about 2 to 3 times a week.

Regarding respondent in this category’s latest experience of consuming bottled/boxed fruit drink, most of them were consuming the product during this week.

Unlike the powdery fruit juice drink that seems to be dominated by certain brand, the bottled/boxed fruit drink seems to be even rougher. Numbers of brand are competing over the market and lead the market competition into the red ocean condition.

The reasons of our respondents in this category to buy their latest boxed/bottled fruit drink brand are relatively similar with the powdery package. Product taste and availability becomes the most popular reasons among them.

The preferred primary locations of our respondent in this category to buy their latest bottled/boxed fruit drink were pretty different to the powdery package. In powdery package, stall and mini market becomes two most mentioned places, while the bottled/boxed package was more mostly bought in mini market and supermarket.

At last, regarding the number of purchased bottled/boxed/canned fruit drink from respondent in this category’s latest transaction, most of them were buying only 1 unit and spent about IDR 5.000 – 10.000.

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.