Millennials is being dubbed as the most adaptive generation. There is an article in which describing how millennials in America are changing the breakfast trends.[1] This makes us wonder; how about the breakfast trends of millennials in Indonesia? Therefore, recently Jakpat has conducted a survey in order to see the habit and preferences of Indonesian millennials regarding to having a breakfast in their everyday life. This survey involved 1130 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 18 to 36 year-old, as we use the birth years ranging from the early 1980s for millennials generation in this survey. Regarding to this survey, first of all, we found that most of our respondents (77%) often have breakfast. Furthermore, some of those who often have breakfast (39%) also admit that they frequently have their breakfast at the same time with their lunch, or what people commonly referred as “brunch” (breakfast and lunch).
Next, regarding to what time Indonesian millennials have their breakfast, apparently almost half of our respondents (44%) have breakfast between 6 o’clock to 8 o’clock in the morning. Meanwhile, some of them (27%) have breakfast between 8 o’clock to 10 o’clock in the morning. Apparently, there are also 22% of them who admit that they usually have brunch, which is between 10 o’clock to 12 o’clock in the afternoon. Regarding to what kind of meal Indonesian millennials choose for their breakfast, heavy meals are likely than light meals to be chosen as their preference (60% VS 40%). Subsequently, when asked about how Indonesian millennials get their breakfast ready, apparently 34% of our respondents admit that they usually buy their breakfast. Moreover, 27% of them admit that they usually get their breakfast ready by someone else who cooks for them, while there are only 21% who admit that they cook their own breakfast. Furthermore, there are 17% of them who say that the way how they get their breakfast ready is different from day to day; sometimes they buy it, but they cook it in some other times.
Regarding to the place where Indonesian millennials have their breakfast, most of our respondents (65%) usually have it at their home. In addition, there are 15% of them who usually have breakfast at their school or college or office, while there are also 13% of them who admit that they usually have breakfast at restaurant or cafe or food stall or fast food outlet. Henceforth, for those who admit that they often buy their breakfast, apparently most of them (67%) say that they buy their breakfast at the closest food stall to their house. Meanwhile, there are 36% of them who usually buy their breakfast at the street vendors, and also 27% of them who buy it at a restaurant or diner. Furthermore, when asked about what kinds of food Indonesian millennials have for breakfast, apparently most of our respondents (74%) usually have rice for their breakfast, while 34% of them usually have bread, and 24% of them usually have porridge. In addition to that, there are also 19% of them who usually have noodle for breakfast, and 14% of them usually have cereal.
Since we’ve discussed above about what kinds of food they usually have for breakfast in reality, here we would like to see what kinds of food Indonesian millennials actually like to have for breakfast. It turns out that the preference has the same ranking as the habit. Rice is the top priority as chosen by 87% of our respondents, while bread is the second top with 74%, and porridge is at the third place with 68%. Furthermore, noodle and cereal are the fourth and fifth choice of food for breakfast as chosen by 55% and 51% of them, respectively. Still related to the food, we found that most of our respondents (71%) admit that they like having food with saucy water for breakfast, such as soto (chosen by 58%), soup (chosen by 53%), noodle (chosen by 41%), cereal (chosen by 23%), and meatballs (chosen by 22%). For notes, soto is a traditional Indonesian soup mainly composed of broth, meat, and vegetables.[2]
Nowadays, there are many fast food outlets who serve special breakfast menus. We found out that there are almost half of our respondents (47%) who admit that they fond of the breakfast menu served by fast food outlets. Those fast food outlets that have breakfast menu loved by Indonesian millennials are KFC (chosen by 64%), McDonald’s (chosen by 51%), Pizza Hut (chosen by 21%), J.CO (chosen by 14%), and Dunkin’ Donuts (chosen by 12%). Concurrently, regarding to some breakfast habits, apparently most of our respondents (75%) are likely to have savory food than sweet food for their breakfast. In addition, we found that there are only 41% of them who admit that they usually drink milk during breakfast, and also only 30% of them who frequently eat fruits when having breakfast. Furthermore, there are 65% of them who admit that they do eat vegetables in a breakfast.
Lastly, we asked those respondents who admit that they don’t usually have breakfast regarding to their reason why. It turns out that 40% of them answered that they don’t have time for breakfast, while 36% of them admit that they wake up too late for breakfast. In addition, there are also 31% of them who admit that they just feel lazy to cook or buy food for breakfast.
[1] Read the full article in http://hub.sugarcreek.com/blog/3-ways-millennials-are-changing-breakfast-trends
[2] https://en.wikipedia.org/wiki/Soto_(food)
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.
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