Indonesia: consumers who have tried functional beverages by age 2019

According to a survey conducted by Rakuten Insight, around 57.4 percent of Indonesian respondents between 35 to 44 years old said that they had consumed fermented and probiotic drinks that claimed to promote gut health. These include drinks such as kombucha tea or drinks with added raw apple cider vinegar. Non-alcoholic beverages touting numerous added health benefits have been gaining a foothold in the drinks market, as more consumers are becoming increasingly health-conscious.

Share of respondents who have tried the following functional beverages in Indonesia as of November 2019, by age group

Characteristic	16 to 24 years old	25 to 34 years old	35 to 44 years old	45 to 54 years old	55 years and older
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Release date

February 2020

More information

Region

Indonesia

Survey time period

November 1 to 30, 2019

Number of respondents

4,950 respondents

Age group

16 years and older

Special properties

female respondents= 2,514; male respondents= 2,436

Method of interview

Online survey

Supplementary notes

Original question: Which of these functional beverage trends have you tried? (More than one answer is allowed)

Energy-boosting drinks with high caffeine and guarana content such as cold brew coffee, mate tea, matcha, energy drinks with added guarana
Fermented and probiotic drinks promoting gut health such as yogurt or keffir drinks, kombucha, raw apple cider vinegar
Low-calorie drinks with natural sugar alternatives such as stevia, agave syrup, or monk-fruit
Drinks promoting beauty/ added-protein drinks with added collagen, bee pollen, protein-added smoothies, etc.
Functional water such as water with added vitamins, minerals, or protein
Drinks promoting brain performance and health with added grape seed extract, ginseng, iodine, taurine etc.
"Detox" drinks such as juice cleanse, detox teas

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