Yumm! – Consumption Pattern of Complementary Food for Breakfast

Sometimes, rather than having a heavy meal for breakfast, people tend to choose having some light meals, such as bread, cereal, or oatmeal. Most of the times, for getting a more pleasant taste, people put some “extra ingredients” in their meals, such as jam or butter. Therefore, recently Jakpat has conducted a survey in order to see Indonesian’s consumption pattern towards complementary food for breakfast, which includes cereal, oatmeal, bread, jam, and butter. Even though those kinds of food are not always consumed for breakfast or during the breakfast time, for this survey we’ve categorized them into “complementary food for breakfast”. This survey involved 5550 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.

As this survey aims to map consumption pattern of complementary food for breakfast in everyday life, first of all we divide the product of the food into five categories: cereal, oatmeal, bread, jam, and butter. Apparently, more than half of our respondents (51%) admit that they frequently consume bread. Moreover, 19%, 12%, and 11% of them often consume cereal, jam, and butter, respectively. There are also 9% of them who consume oatmeal.

Regarding to the frequency of consuming complementary food for breakfast, apparently all five of the categories are mostly consumed 2 to 3 times in a week. Furthermore, when asked about when the last time they consumed complementary food for breakfast, our respondents mostly chose “within this week” for all five kinds of food. This indicates that basically they consumed complementary food for breakfast every week.

Regarding to the top brands of complementary food for breakfast, the cereal category is topped by Energen (45%), while the oatmeal category is topped by Quaker (50%). Subsequently, for the bread category, Sari Roti is topping the list with 74%, while Blue Band is unbeatable in the butter category with 81%. Apparently, there are two tight rivals in the jam category, with Morin is leading the list with 25% and Nutella is following closely behind with 21%. In addition to that, when asked about the reason why they buy those certain brands, most of our respondents answered that it’s easier to find at the store, for all of those five categories.

Regarding to the most visited place to buy complementary food for breakfast, apparently minimarket is mostly chosen by our respondents for all of five kinds of food. Furthermore, when asked about how many units they buy on their last purchase, most of our respondents answered “1 unit” for all five categories. This indicates that even though they regularly consume cereal, oatmeal, bread, jam, and butter, they like to buy it in pieces rather than in packages.

Lastly, in regards to the money spent for buying complementary food for breakfast in one purchase, the average spending is about IDR 10,000 to IDR 20,000. For cereal, they usually spend more, for about IDR 20,000 to IDR 40,000 (24%). On the other hand, for butter, they usually spend less, for about IDR 5,000 to IDR 10,000 (39%) 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.