Report on Drinking Habits of Fruit Juice in Indonesia 2013

Report date: January 2013

Creator: Nusaresearch team

REPORT ON DRINKING HABITS OF

FRUIT JUICE IN INDONESIA

Research time: 13th – 18th December 2013

Based on Nusaresearch’s panellist

A. Executive Summary

[1] Frequency in consuming fruit juice

Most respondens had consuming fruit juice at least 2- 3 times a week in the last 3 months.

• More than 33.5% of the respondents at least 2-3 times a week consuming fruit juice in the last 3 months,

however only 2.7% of the respondents who consuming fruit juice once a month in the last 3 months.

[2] Brands of fruit juice

Most respondens had consuming Buavita in the last 3 months

• More than 84.4% of the respondents ever consume Buavita in the last 3 months. Surprisingly, there were only

1.5% of the respondents who ever consume Mamaroz in the last 3 months.

[3] Level of agreement with factors related to fruit juice

The mostly agreement related to fruit juice is natural fruit flavor.

• The natural fruit flavor (4.48%,), natural vitamin addition (4.29%) and moderately sweet taste (4.10%)

are the highest score for agreement related to fruit juice.

[4] The reason for choosing fruit juice

Refreshment is the main reason for consuming fruit juice.

• More than 77.6% of the respondents choose the fruit juice because refreshment. The others reasons are easy

carry away (71.1%) and replace nutriment of fruit (62.7%).

[5] How to drink fruit juice

Cooling without ice is the attractive way when consuming fruit juice.

• Cooling without ice is the attractive way when consuming fruit juice, mean score is 4.3 (of scale 5) however

the mean score for no cooling or no ice only 2.8 (scale 5).

A. Executive Summary

[6] Time to drink fruit juice

Need the refreshment is the best time to consume fruit juice for almost all respondents

• Most of the respondent drink fruit juice when need the refreshment (81.4%) and working or sport time

(66.5%)

[7] Favorite fruit juice flavor

Orange juice is the most favorite taste by most of the respondents.

• The mean score of orange taste is 4.44 (scale 5), however the mean score of Aloe Vera's flavor only 2.72

(scale 5).

[8] Capacity of packaged fruit juice

Most of the respondent prefer to have 100 – 220 ml as the capacity of fruit juice.

• More than 51.7% of the respondent prefer to have 100 - 220 ml (once a time) fruit juice, only 4.6% of the

respondent prefer more than 1500 ml.

[9] Capacity of packaged fruit juice vs the pack form

Plastic fino with 100 – 220 ml is the best combination between size and type of packaging of fruit juice.

• The other option is glass bottle with 1001 – 1200 ml for the type and size of fruit juice packaged.

[10] Places to buy fruit juice

Most of the respondent bought the fruit juice at minimarket..

• More than 55.5% of the respondents bought fruit juice at minimarket, only 1.5% of the respondents bought

fruit juice at wholesaler for beverages.

B. Research Information

Research method : Quantitative research (Online survey)

Timing : 13th – 18th December 2013

Sample size : 263

Research area : Nationwide (Indonesia)

Target : Male and female, aged 17 – 35 years old

Monthly household expense above IDR 1.000.000 – IDR 20.000.000

Criteria : Consume fruit juice packaged in the last 3 months

Research objectives : Understand about Indonesians’ consumers needs and habits packaged

fruit juice

Sampling method : Internet sampling (Nusaresearch panel)

C. Research findings

1. Frequency in consuming fruit juiceMost respondens had consuming fruit juice at least 2- 3 times a week in the last 3 months.

Q. Please indicate how often you drink packaged fruit juices (bottled, can, carton) by yourself? [SA] Based n=263 Unit : %

6.1 10.3 16.0 33.5 15.6 11.8 2.7 4.2

More than once a day Once a day 4-6 times a week 2-3 times a week

Once a week 2-3 times a month Once a month Less than once a month

Figure 1. Frequency in consuming fruit juice – By total

More than 33.5% of the respondents at least 2-3 times a week consuming fruit juice in the last 3 months, however only

2.7% of the respondents who consuming fruit juice once a month in the last 3 months.

1. Frequency in consuming fruit juice


6.7

11.1

17.8

31.9

16.3

10.4

1.5

4.4

More than once a day

Once a day

4-6 times a week

2-3 times a week

Once a week

2-3 times a month

Once a month

Less than once a month

5.5

9.4

14.1

35.2

14.8

13.3

3.9

3.9


Once a day

4-6 times a week

2-3 times a week

Once a week

2-3 times a month

Once a month


n = 135 n = 128

Figure 2. Frequency in consuming fruit juice – By gender

There is a no significant difference with regard to the frequency in consuming fruit juice between

male and female.

The frequency of consuming fruit juice between male and female respondents is not difference, 31.9% (out of 135 male

respondents) and 35.2% (out of 128 female respondents) consuming fruit juice 2 – 3 times a week in the past 3 months.

4.3

8.6

18.3

35.5

12.9 11.8

5.43.2

9.5 10.7

15.5

31.0

14.3 13.1

2.4 3.64.7

11.6

14.0

33.7

19.8

10.5

0.0

5.8

More than oncea day

Once a day 4-6 times a week2-3 times a week Once a week 2-3 times amonth

Once a month Less than once amonth

17 - 24 years old (n=93) 25 - 29 years old (n=84) 30 - 35 years old (n=86)


Figure 3. Frequency in consuming fruit juice – By age


There is a no significant difference with regard to the frequency in consuming fruit juice 2-3 times a

week across age .

When compare with across the age, there is no significant difference who consumed fruit juice 2-3 times a week, for

example 35.5% (17-24 years old), 31.0% (25-29 years old), and 33.7% (30-35 years old).


Figure 4. Frequency in consuming fruit juice – By MHE


Most respondents with middle and low MHE had consuming fruit juice 2-3 times a week.

From the MHE table, it can be concluded that respondents who consuming fruit juice 2-3 times a week come from across

MHE, for example low MHE (34.7%), middle MHE (32.5%) and high MHE (32.9%). High MHE is mostly consume

fruit juice 4-6 times (18.8% and 14.7%) compare to middle MHE (13.8%) and low MHE (15.3%).

4.1

10.2

15.3

34.7

14.3 13.3

4.1 4.16.3 10.0

13.8

32.5

20.0

10.0

1.3

6.38.2

10.6

18.8

32.9

12.9 11.8

2.4 2.4


Once a day 4-6 times a week

2-3 times a week

Once a week 2-3 times a month

Once a month Less than once a month

Rp 1.000.000 - Rp 2.000.000 (n=98) Rp 2.000.001 - Rp 3.000.000 (n=80) Above Rp 3.000.00 (n=85)



DKI Jakarta Jawa Barat Jawa Tengah Jawa Timur Others

n = 36 n = 51 n = 47 n = 34 n = 95

11.1

5.6

22.2

16.7

16.7

22.2

2.8

2.8 9.8

15.7

13.7

31.4

15.7

7.8

2.0

3.9 0.0

6.4

19.1

31.9

25.5

12.8

0.0

4.3 2.9

17.6

5.9

50.0

8.8

8.8

0.0

5.9 6.3

8.4

16.8

35.8

12.6

10.5

5.3

4.2


Once a day

4-6 times a week

2-3 times a week

Once a week

2-3 times a month

Once a month


Figure 5. Frequency in consuming fruit juice – By province

The frequency in consuming fruit juice slightly varied across the provinces

It can also be clearly seen that the frequency in consuming fruit juice slightly varied across the provinces. There are

50.0% respondents in Jawa Timur , 35.8% respondents in others province, 31.9% respondents in Jawa Tengah, 31.4% in

respondents Jawa Barat and 16.7% of 36 respondents in DKI Jakarta who consuming fruit juice 2-3 times a week in the

last 3 months.

2. Brands of fruit juice

Q. Amongst of list of packaged of fruit juice brands, which one do you usually consume? [MA] Based n=263 Unit : %

84.4

66.5

56.3

48.7

25.9

22.8

22.8

22.4

12.9

10.6

1.5

1.9

Buavita

Nutrisari

Minute maid

ABC

Country choice

Sunkist

Happy jus

Love juice

Tipco

Berry

Mamaroz

Others

Figure 6. Brands of Fruit Juice – By total

Most respondens had consuming Buavita in the last 3 months

More than 84.4% of the respondents ever consume Buavita in the last 3 months. Surprisingly, there were only 1.5% of the

respondents who ever consume Mamaroz in the last 3 months.



78.5

68.9

49.6

47.4

16.3

23.7

18.5

16.3

8.9

11.1

2.2

2.2

Buavita

Nutrisari

Minute maid

ABC

Country choice

Sunkist

Happy jus

Love juice

Tipco

Berry

Mamaroz

Others

90.6

64.1

63.3

50.0

35.9

21.9

27.3

28.9

17.2

10.2

0.8

1.6

Buavita

Nutrisari

Minute maid

ABC

Country choice

Sunkist

Happy jus

Love juice

Tipco

Berry

Mamaroz

Others

n = 135 n = 128

Figure 7. Brands of Fruit Juice – By gender

There is a slight difference with regard to the brands of fruit juice ever consume between male and

female.

There is no significant difference between gender toward the brand of fruit juice, 78.5% out of 135 male respondents and

90.6% out of 128 female respondents ever consume Buavita in the past 3 months.

79.6

66.7

57.0

43.0

23.718.3 21.5

25.8

8.65.4

1.1 0.0

88.1

63.1 63.1

48.8

35.7

22.6 23.817.9 15.5 14.3

3.6 2.4

86.0

69.8

48.854.7

18.6

27.923.3 23.3

15.1 12.8 1.2 2.3

Buavita Nutrisari Minutemaid

ABC Countrychoice

Sunkist Happy jus Love juice Tipco Berry Others Mamaroz




Figure 8. Brands of Fruit Juice – By age

There is a similiar pattern on favorite to the brand juice across age, eg. Buavita, Tipco and Berry.

The cross age table shows there is similiar pattern on the brands of Buavita, Tipco and Berry, mostly consume by 25 – 29

years old (88.1%, 15.5% and 14.3%) and 30 – 35 years old (86.0%, 15,1% and 12.8%), compare to 17 – 24 years old

(79.6%, 8.6% and 5.4%).



Figure 9. Brands of Fruit Juice – By MHE

Most respondents who consume Buavita is come from across MHE.

From the cross MHE tables, it can be concluded that Buavita is consumed equally by across MHE 86.7% ( low MHE),

80.0% (middle MHE) and 85.9% (high MHE). However Tipco brand is mostly consumed by respondents with high MHE

(18.8%).

86.7

61.2

52.045.9

25.5

18.4 18.4 18.413.3 11.2

3.1 2.0

80.0

71.3

53.8 51.3

30.0

21.325.0

20.0

6.3 6.3 0.0 0.0

85.9

68.263.5

49.4

22.4

29.425.9

29.4

18.814.1

2.4 2.4

Buavita Nutrisari Minute maid

ABC Country choice

Sunkist Happy jus Love juice Tipco Berry Others Mamaroz




DKI Jakarta Jawa Barat Jawa Tengah Jawa Timur Others

n = 36 n = 51 n = 47 n = 34 n = 95

83.3

66.7

66.7

52.8

30.6

22.2

33.3

25.0

25.0

27.8

5.6

5.6

86.3

68.6

60.8

52.9

29.4

19.6

17.6

33.3

15.7

7.8

0.0

3.9

78.7

70.2

51.1

44.7

21.3

23.4

25.5

21.3

19.1

12.8

4.3

0.0

82.4

67.6

50.0

41.2

29.4

20.6

26.5

14.7

5.9

11.8

0.0

0.0

87.4

63.2

54.7

49.5

23.2

25.3

18.9

18.9

6.3

4.2

0.0

1.1

Buavita

Nutrisari

Minute maid

ABC

Country choice

Sunkist

Happy jus

Love juice

Tipco

Berry

Mamaroz

Others

Figure 10. Brands of Fruit Juice – By province

The brand of fruit slightly varied across the provinces

It can also be clearly seen that the who ever consume Buavita slightly varied across the provinces. There are 83.3%

respondents in DKI Jakarta, 86.3% in Jawa Barat, 78.7% in Jawa Tengah and 87.4% in others province who ever

consume Buavita. However, only 4.3% respondent in Jawa Tengah and 5,6% in DKI Jakarta ever consume Mamaroz, but

the others provinces is never consume that brand.

3. Level of agreement with factors related to fruit juice

Q. Please indicate your level of agreement with factors related to packaged fruit juice? [SA] Based n=263

Based on Likert measure: 1_ Strongly disagree, 2_Disagree, 3_Undecided, 4_Agree, 5_Strongly agree

Mean Mean Score Weight

Limited synthetic food colorings 3.22 55.61 0.555

Adding energies for body 3.97 74.33 0.715

Strong sweetness, can be consumed with ice 2.76 43.92 0.420

Natural vitamin addition 4.29 82.32 0.753

Moderately sweet 4.10 77.47 0.756

Natural fruit flavor retaining, adding other synthetic colorings 3.24 55.99 0.534

Mixed fruits' flavors 3.28 57.03 0.532

Natural fruit flavor's retaining 4.48 86.88 0.712

Fruit Flavor is heavier than natural flavor 2.68 42.11 0.446

The mostly agreement related to fruit juice is natural fruit flavor.

The natural fruit flavor (4.48%,), natural vitamin addition (4.29%) and moderately sweet taste (4.10%) are the highest

score for agreement related to fruit juice.

Figure 11. Level of agreement with factors related to fruit juice

4. The reason for choosing fruit juice

Q. Why do you choose to consume packaged fruit juice? [MA] Based n=263 Unit : %

Figure 12. The reason for consuming fruit juice – By total

77.671.1

62.755.9

47.1

28.922.4 22.4

18.6 18.31.1

Refreshment is the main reason for consuming fruit juice.

More than 77.6% of the respondents choose the fruit juice because refreshment. The others reasons are easy carry away

(71.1%) and replace nutriment of fruit (62.7%).

4. The reason for choosing fruit juice


80.0

65.2 62.2 60.749.6

27.420.0

27.4

14.122.2

1.5

75.0 77.3

63.3

50.844.5

30.525.0

17.223.4

14.1

0.8

Refre

shm

ents

Carry aw

ay easy

Rep

lace n

utrim

ent o

f fruit

Wan

t to ad

d vitam

in

Taste

Wan

t to try

Tem

po

rary filling

Hab

it of u

sing

Beau

tiful skin

Selling m

arket

Oth

ersThere is a no significant difference with regard to the reason in consuming fruit juice between male

and female.

Figure 13. The reason for consuming fruit juice – By gender

The reasons in consuming fruit juice between male and female respondents is no- significant different, for example

80.0% out of 135 male respondents and 75.0% out of 128 female respondents consuming fruit juice because refreshment.

n = 135n = 128

4. Reason for choosing fruit juice


Figure 14. The reason for consuming fruit juice – By age

There is a no significant difference with regard to the reasons for consuming fruit juice across age .

Across the age, there is no significant difference across age who consumed fruit juice because refreshment, for example

78.5% (17-24 years old), 78.6% (25-29 years old) and 75.6% (30-35 years old).

78.5

66.7

58.1 54.850.5

20.4 20.4 22.6

14.0 17.2

1.1

78.676.2

63.156.0

47.6

29.8 29.8 20.2 19.015.5 0.0

75.670.9

67.4

57.0

43.037.2

17.424.4 23.3 22.1

2.3


4. Reason for choosing fruit juice


Figure 15. The reason for consuming fruit juice – By MHE

Respondents who consume fruit juice because resfreshment is come from across MHE.

From the MHE table, it can be concluded that the refreshment was main reasons for consuming fruit juice by across

MHE 79.6& (low MHE), 72.5% (middle MHE) and 80.0% (high MHE).

79.6

64.356.1 54.1

39.8

29.621.4 23.5

17.321.4

0.0

72.5 72.5 72.5

56.351.3

27.518.8

23.816.3 18.8

1.3

80.0 77.6

61.2

57.651.8

29.4

27.1

20.0

22.4

14.12.4


3.0 2.0 24.0 5.0 4.0 14.039.0 19.0 3.07.0 8.0

72.0

12.0 3.0

55.0

81.0

36.07.0

64.0 51.0

82.0

64.042.0

73.0

67.0

80.0

39.0

79.0 105.0

56.0

89.097.0

74.0

46.0

86.0

72.0

110.0 97.0

29.0

93.0 117.0

47.0 30.0 42.0

142.0

4.1 4.1 3.0 4.0 4.2 3.3 2.8 3.4 4.3

0.00.51.01.52.02.53.03.54.04.55.0

0.0

50.0

100.0

150.0

200.0

250.0

300.0

Drin

king w

ith frien

ds

Drin

king alo

ne

Drin

king q

uickly

Sipin

g slow

ly

Drin

king fro

m th

eb

ottle

/can/te

trapak d

irectly

Po

ur in

to glass to

drin

k

No

t coo

ling o

r mo

re ice

No

t coo

ling o

r take mo

re ice

Co

olin

g with

ou

t mo

re iceVery unlikely Somewhat unlikelyNeutral Somewhat likelyVery likely Mean

MeanCount

5. How to drink fruit juice

Q. Please indicate your level of interest with these enjoyment ways of packaged fruit juice? [SA] Based n=263

Figure 16. How to drink fruit juice

Cooling without ice is the attractive way when consuming fruit juice.

Cooling without ice is the attractive way when consuming fruit juice, mean score is 4.3 (of scale 5) however the mean

score for no cooling or no ice only 2.8 (scale 5).

6. Time to drink fruit juice

Q. Please indicate your level of interest with these enjoyment ways of packaged fruit juice? [SA] Based n=263 Unit : %

When needing refreshment, 81.4

When working or playing sports, 66.5

At different daytimes, 63.5

After eating, 34.2

Before eating, 12.5

While eating, 9.9

Before going bed, 8.0

Others, 2.3

Figure 17. Time to drink fruit juice

Need the refreshment is the best time to consume fruit juice for almost all respondents

Most of the respondent drink fruit juice when need the refreshment (81.4%) and working or sport time (66.5%)

7. Favorite fruit juice flavor

Q. Please indicate your level of interest with these flavors of packaged fruit juice? [SA] Based n=263

10 8 11 11 1231 18

58

928 16 6 9 11 7 12 19

4123 15 1334

15

60

46

49

13

38

216 11

2412 15 12

3876

66 56

103

42

75

76

87

54

76

72

2140

74

3554 47

72

67 96 99

78

76

65

66

47

87

89

89

62

95

81

78

81

44

76

87 78 84

37

118

3257

22

100

3265

168

10873

131101

141

363.75 3.84 3.88

3.374.04

3.03 3.372.72

3.973.22 3.63

4.44

4.07 3.694.19 3.93 4.05

3.11

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

0

50

100

150

200

250

300

Lemo

n

Ap

ple

Strawb

erry

Peach

Gu

ava

Carro

t

Kiw

i

Alo

e V

era

Grap

e

Pin

eaple

Markisa

Oran

ge

Sou

rsop

Blu

berry

Man

go

Waterm

elon

Avo

cado

Ban

ana

Very unlikely Somewhat unlikely Neutral Somewhat likely Very likely Mean

MeanCount

Figure 18. Favorite fruit juice flavor – By total

Orange juice is the most favorite taste by most of the respondents.

The mean score of orange taste is 4.44 (scale 5), however the mean score of Aloe Vera's flavor only 2.72 (scale 5).

8. Capacity of packaged fruit juice

Q. Amongst of capacity of packaged fruit juice, which one do you prefer? [SA] Based n=263 Unit : %

12.9 51.7 34.6 41.8 16.7 14.1 8.7 5.74.6

Less than 100 ml 100-220 ml 221-250 ml 251-500 ml 501-800 ml

801-1000 ml 1001-1200 ml 1201-1500 ml More than 1500 ml

Figure 19. Capacity of packaged fruit juice

Most of the respondent prefer to have 100 – 220 ml as the capacity of fruit juice.

More than 51.7% of the respondent prefer to have 100 - 220 ml (once a time) fruit juice, only 4.6% of the respondent

prefer more than 1500 ml. .

9. Capacity of packaged fruit juice vs the pack form

Q. Please indicate your level of suitability between type of packaging and size/capacity of packaged fruit juice? [SA] Based n=263

Carton/tetra pack

Cartoon glass

Plastic bottle

Alumunium bottle

Glass bottle

Tin tetra pack

Bag Fino

Plastic glass

Plastic fino

1

2 3

4

5

6

7

8

9

Attribute

1. Less than 100 ml

2. 100-220 ml

3. 221-250 ml

4. 251-500 ml

5. 501-800 ml

6. 801-1000 ml

7. 1001-1200 ml

8. 1201-1500 ml

9. More than 1500 ml

Figure 20. Capacity of packaged fruit juice

Plastic fino with 100 – 220 ml is the best combination between size and type of packaging of fruit

juice.

The other option is glass bottle with 1001 – 1200 ml for the type and size of fruit juice packaged.

10. Places to buy fruit juice

Q. Where do you usually and frequently buy packaged fruit juice? [SA] Based n=263 Unit : %

55.5

24.0

8.4

6.1

4.6

1.5

Minimarket or convinience mart

Supermarket

Hypermarket

Nearby or street outlet

Grocery shop

Wholesale for beverages

Figure 21. Places to buy fruit juice

Most of the respondent bought the fruit juice at minimarket..

More than 55.5% of the respondents bought fruit juice at minimarket, only 1.5% of the respondents bought fruit juice at

wholesaler for beverages.

D. Respondent information

D. RESPONDENTS' INFORMATION

DKI Jakarta,

13.7

Jawa Barat, 19.4

Jawa Tengah,

17.9

Jawa Timur, 12.9

Others, 36.1

PROVINCE

Male, 51.3

Female, 48.7

GENDER

Based n=263 Unit : %

17 - 24 years old,

35.4

25 - 29 years old,

31.9

30 - 35 years old,

32.7

AGE

37.3

30.4

32.3

MHE (Monthly Household Expenditure)

Above Rp 3.000.000

Rp 2.000.001 - Rp 3.000.000

Rp 1.000.000 - Rp 2.000.000

PT. Nusaresearch is 100% Japanese invested. Our main professions are ‘Online market research’, ‘Web

creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively

managed over 73,000 members panel with various segmentations across Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

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» Office phone: +62 21 29022227 Fax: +62 21 29022244

» Email: [email protected]

» Website: http://nusaresearch.com

The copyright of this report belongs to PT. Nusaresearch. The results (analyzing, wording, data, tables and

graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch (also

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Report on Drinking Habits of Fruit Juice in Indonesia 2013

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Transcript of Report on Drinking Habits of Fruit Juice in Indonesia 2013