Ready to Drink Instant Coffee Consumer Mapping - Survey Report

Coffee is no longer considered only as a category of beverage. Today, coffee has been a part of daily lifestyle for certain group of our modern society. From drinking coffee on our leisure time with the loved one to have a cup of coffee while working has been a common phenomenon in recent days. The essential part of having coffee to support our productivity had been captured by industry by launching their ready to drink (RTD) instant coffee product. Most RTD coffee is packaged in tow type, the sachet powdery instant coffee and the bottled/boxed/canned one. We conduct a survey toward our 4.991 panel in nationwide to understand their RTD coffee consumption pattern.

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We asked a range of question toward our 4.991 panel of respondent to understand their consumption pattern of RTD coffee. The composition of sex, age, and location has been done in a relatively balance proposition. Moreover, we also provide the data of our respondent monthly expense and living dependency to lay out their socio-economic context.

Our worth noting data finding is that powdery instant coffee drink is seems to be more frequently consumed by respondent in this survey than the bottled/boxed/canned package. Moreover, we also find different frequency of our male and female respondent consumption pattern. Moreover, since there are numerous brands trying to bet their luck on instant coffee drink product category, we find a fierce competition among brands.

Comparing all types of instant coffee drink package, powdery instant coffee seems to be more popular than the bottled/boxed/canned one among our respondents in this survey. Regarding the exact number of respondent in this survey who consume and do not regularly consume the product, 3.511 respondents regularly consume powdery instant coffee, 1. 112 regularly consume bottled/boxed/canned, and the rest 368 respondent do not consume instant coffee drink at all.

First of all, we would like to make a consumer mapping toward our 3.511 respondent in this survey who regularly consume powdery instant coffee. Regarding their frequency of consuming powdery instant coffee, most of them are more likely to consume it everyday and every 2-3 times a week. However, our male and female respondents in this survey are showing different habit of consumption as well as their age groups.

Respondents’ latest experiences of consuming powdery instant coffee are various. However, most respondent in this survey are consuming powdery instant coffee within this week at their latest consumption.

Powdery instant coffee has been a red ocean product category with numbers of brand trying to reach the biggest market. Many brands are offering their powdery instant coffee product, but several brands that has been chosen as respondents’ latest consumed instant coffee brands are shown as below.

The reasons of respondent in this survey who regularly consume powdery instant coffee on choosing certain brand in their latest transaction are various. However, the taste and availability in the market becomes two main reasons of their preference.

Preferred locations on respondents’ latest transaction of buying powdery instant coffee drink are various as well. However, three locations are selected as the most popular places to buy the product such as stall, minimarket, and supermarket.

Moreover, regarding the number of purchased powdery instant coffee sachet in their latest transaction, most respondents in this survey were only buying up to 1 to 3 sachets. The average amount of money they spent in their latest transaction is less than IDR 5.000 to 10.000.

We find different pattern of consumption between the powdery instant coffee drink and the bottled/boxed/canned one. When it comes to the bottled/boxed/canned package, both sexes do not show any significant difference on their consumption pattern. Moreover, the frequency of respondents in this survey on consuming bottled/boxed/canned instant coffee is averagely during 2-3 times a week.

Respondents’ latest experiences of consuming bottled/boxed/canned instant coffee drink are various as well. Similar with the powdery package, most respondents are consuming bottled/boxed/canned instant coffee drink during this week.

The fierce competition among bottled/boxed/canned instant coffee drink is undeniable. However, most respondents in this survey were consuming the brands below on their latest consumption.

Quite similar with the powdery instant coffee package, the reasons of respondents’ preference toward the bottled/boxed/canned instant coffee were dominantly influenced by two reasons such as product taste and availability.

The preferred places of respondent in this survey on buying their latest bottled/boxed/canned instant coffee brand are various. However, unlike the powdery package that was mostly bought from stall, the boxed/bottled/canned instant coffee was more likely bought from mini market and supermarket.

At last, regarding the number of purchased bottled/boxed/canned instant coffee most of our respondent in this survey who regularly consume it were buying only one unit. Most of them were spending about IDR 5.000 to 10.000 on their latest transaction.

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.