The beverage industry in Indonesia was hit by the Covid-19 pandemic but is recovering, with a Kantar analysis of the sector explaining why the youth market should be its primary target.

• Out-of-home is a key segment of the F&B market in Indonesia and has been showing signs of recovery since 2022.
• With schools and colleges reopened, consumers in the ‘younger than 10’ and ‘11-to-20-year-old’ segments are buying more.
• Children want thicker and creamier beverages to satisfy hunger, while teens are open to a more diverse beverage repertoire.

Why it matters

Younger consumers are driving recovery in Indonesia’s beverage segment post-pandemic...