Indonesia’s beverage market: Younger consumers driving growth

Vrushali Lad

The beverage industry 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.

Several industries continue to reel from the after-effects of the pandemic, with the beverage sector among those still suffering. Fortunately, there are several markers of recovery in Indonesia as seen in 2022.

In his “Beverages: Ride the momentum of mobility comeback” presentation, Andi Siswanto, new business development director of Kantar Indonesia, outlined these markers with an analysis of the beverage sector’s performance in terms of brand development, key drivers of growth and why youth must be a brand’s primary target audience, among others.

How brands grow: 3 key drivers

Siswanto elaborated on the brand growth story by listing the three...

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