RTD Juice

Category Overview

• RTD Juice competes with other soft drinks products to win consumers’ share-of-throat. In Indonesia, The RTD Juice category enjoyed the 3^rd highest market volume within soft drinks after bottled water and RTD Tea. 
• As per 2019, the market volume of RTD juice in Indonesia reached 366.1 million liters and a market value of USD 693 million. The volume growth of RTD juice category in Indonesia has been declined from 5.9% to 3.2% in 2017 vs 2018. However, it is expected to still grow at 2.5% in volume at 7.5% in value in 2020.

• The strategy of key players in the market is to maintain their prices by reducing the size of the packaging and implementing price discounts on a regular basis.

Competitive Landscape

• According to our market research report, Ale-ale, Floridina, Minute Maid and Buavita dominated 80% of market share in this category.
• Ale-ale and Floridina are produced by Wings Food.
  • Ale-ale comes in a 200ml cup and targeting to the lower-income segment.
  • Floridina is specialized in orange flavor. It offered different drinking sensation by adding pulpy inside the product. The brand competes head-to-head with Coca-Cola’s Minute Maid but offers at a lower price.
• Minute Maid is a brand from Coca-Cola Indonesia. Minute Maid is available in 4 different variant lines: Minute Maid Pulpy, Minute Maid Homestyle, Minute Maid Refresh and Minute Maid Nutriforce (for kids).
• Buavita is produced by Unilever Indonesia. Buavita is available in 2 variant lines: Buavita Classic and Buavita Royale.
• There are also other relatively smaller players in Indonesia market:
  • Sinar Sosro launched a brand at the end of 2018, named Country Choice.
  • ABC Heinz Indonesia with ABC juice.
  • Diamond Indonesia launched a brand named Jungle Juice.
  • Kalbe group has Hydro Coco and Love Juice. In 2018, Kalbe maintained positive growth behind its Hydro Coco with coconut flavor.  

Consumers Consumption and Purchase Habit

• Jakpat (a mobile survey platform) conducted a survey about Instant Fruit Juice, including RTD Juice among 4666 respondents (male and female, age 16-45 years old). The findings were capturing consumer’s consumption and purchase habit of RTD Juice, as follow:
  • More than half of consumers are consuming RTD Juice with the main reason to consume it because of its good taste (30%), availability (24%), range of flavors (17%), nutrition content (16%) and cheap price (10%).
  • On average, consumers drink RTD Juice 1-2 times a week.
  • Modern trade becomes the main place to purchase RTD Juice (60% in minimarket, 23% in supermarket/ hypermarket). 15% bought it from stalls, most likely contributed by Ale-ale.
  • They purchased on average 1-2 packs in one purchase occasion.