Coffee in Indonesia: What’s Top of Mind for Urban Drinkers

Coffee in Indonesia is no longer just a drink—it’s a daily ritual, a lifestyle choice, and a competitive brand battlefield. With hundreds of cafés dotting urban streets, being seen and remembered matters just as much as what’s in the cup.

That’s why we asked 200 urban drinkers across Jabodetabek what’s truly brewing in their minds when it comes to coffee brands and preferences.

Starbucks and Kopi Kenangan remain everyday icons. But interestingly, younger audiences are branching out—naming brands like Fore, Janji Jiwa, Tomoro, and even FamilyMart as their go-to options. Visibility and curiosity play a huge role in shaping brand recall today.

It’s not just about coffee. Our data revealed deeper patterns:

• Black Coffee is popular among older males for its strong, functional profile.

• Milk Coffee wins across demographics, especially younger, social drinkers.

• Matcha & Green Tea signals a rising health-conscious trend.

• Chocolate Drinks offer comfort and sweetness—especially to non-coffee drinkers.

What Drives Choice?

Being top of mind is great—but brands need to dig deeper. We looked at frequency, brand image, loyalty, and more. Emotional drivers like social lifestyle, affordability, and even aesthetics influence café decisions more than ever.

We’ve summarized everything into a short, visual snippet—perfect for quick inspiration or your next brand discussion.

This study was conducted using Upsize Flick Polls, our fast-turn platform that helps brands capture consumer insights in just days, not weeks.

Fill out the form in this page to get your free copy of the Coffee Consumer Snippet.

Let’s brew smarter decisions—one insight at a time :)