High Soft Drink Consumption Among Young Indonesians Fuels Coca-Cola’s Market Optimis

JAKARTA, Jakartaweekly.com—Coca-Cola Indonesia remains optimistic about the prospects of Indonesia’s soft drink industry despite weakened consumer purchasing power amid ongoing economic pressures.

Andes Gumilang Hadisucipto, Marketing Director of Coca-Cola Indonesia, said demand for soft drinks still has room to grow as long as companies are able to offer products that meet consumers’ needs at affordable prices.

“We remain highly optimistic because affordable products that meet consumers’ needs will continue to have strong opportunities in Indonesia,” Andes said in Jakarta recently.

He noted that affordability remains one of the key factors influencing consumers’ purchasing decisions. As a result, the company continues to offer products that are accessible to a wide range of consumers despite the challenging economic environment.

In addition, he said the company has observed changing consumer preferences, particularly among Generation Z, who tend to favor products that align with their lifestyles.

According to Andes, the development of new products is driven not only by taste considerations but also by market research on the needs and preferences of Indonesian consumers.

He added that competition in the soft drink industry is a normal part of the business. Each company has its own strategy to reach consumers, while new product development is based on market research rather than being merely a response to competitors.

Data from Indonesia’s 2023 National Health Survey (SKI), conducted by the Ministry of Health, show that 2.5% of Indonesians consume soft drinks at least once a day.

The highest rate of daily consumption was recorded among people aged 20–24, at 3.4%. The findings indicate that soft drinks continue to have a sizable market in Indonesia, particularly among younger consumers.