COMPETITIVE LANDSCAPE
Affordability and youth engagement help maintain Tirta Alam Segar’s lead
In 2025, Tirta Alam Segar PT, locally representing the Golda and Kopi Nongkrong Cappuccino brands for Wings Corp, convincingly retained its leadership in RTD coffee. Its strength is primarily attributed to its highly competitive pricing strategy, offering a significantly cheaper selling price for its 240-250ml packaging compared to other brands in the category.
Santos Jaya Abadi's dynamic growth through broad appeal and innovative marketing
Santos Jaya Abadi PT, locally representing the Good Day, ABC Exo, and Kapal Api brands for the Kapal Api Group, emerged as the most dynamic company in RTD coffee during the year. Its dynamism stems from a highly inclusive product strategy, catering to the most comprehensive mix of consumer segments, including teenagers and adult men, unlike competitors that often focus on a single age demographic.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Coffee in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTD Coffee in Indonesia?
- To what extent are health considerations impacting consumption of RTD Coffee in Indonesia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Indonesia?
- Which are the leading brands in RTD Coffee in Indonesia?
- What potential exists for multinational or domestic soft drinks companies to expand in Indonesia?
- How are products distributed in RTD Coffee in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Indonesia - Category analysis
KEY DATA FINDINGS
Affordability, innovation, and lifestyle appeal fuel growth
Affordability and strategic distribution drive growth in RTD coffee
New brands and packaging innovations fuel growth
Lifestyle shifts and new generations to fuel future growth of RTD coffee
Flavour innovation and strategic pricing to drive greater consumer interest
Plant-based, black coffee, and street vendors: Evolving dynamics in local RTD coffee
Affordability and youth engagement help maintain Tirta Alam Segar’s lead
Santos Jaya Abadi's dynamic growth through broad appeal and innovative marketing
Affordable cup packaging and accessibility drive sales via small local grocers
Expanding product range and promotions attract consumers to convenience stores
Soft Drinks in Indonesia - Industry Overview
Resilience and reformulation: Soft drinks navigate stagnation towards future growth
KEY DATA FINDINGS
Price hikes and promotions shape performance of soft drinks in Indonesia
Health and wellness soft drinks expand into Indonesia's local grocers
Hygiene, convenience, and at-home consumption drive bulk bottled water growth
Mixed flavour combinations drive soft drink innovation
Future growth to be driven by economic recovery and strategic innovation
E-commerce's dynamic role in accessing niche markets
Impending sugar tax likely to lead to price hikes and reformulation
Danone’s unwavering leadership through brand strength and strategic reach
Competitive pricing, widespread distribution, and market shifts propel Nipis Madu's growth
Consumers favour small local grocers for accessibility
E-commerce is the dynamic force reshaping retail of soft drinks in Indonesia
Foodservice vs retail split
Fountain sales in Indonesia
COUNTRY REPORTS DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our RTD Coffee research and analysis database.
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