Do Indonesians Really Love Milk? A Survey on Milk Preference in Indonesia

Milk is widely known for its healthy nutrients. Most of Indonesian claimed that they love drinking milk. They said that they drink milk for a healthy purpose as well. But, do they really like milk as they said? What kind of milk do they consume daily?

To find out the answers, let’s take a deeper look at a survey on Indonesian preference on milk.

PERIOD: 2019/2/1 〜 2019/7/30
RESPONDENTS: 500 Indonesians

Q. Do you like milk? (SA)

Most of Indonesians claimed that they love drinking milk. Based on the survey done by Licorice, both Indonesian males and females really love milk, seizing about 63-65% of respondents for both males and females. About 30% of Indonesians also stated they pretty like milk. There were only 4% male and 7% female respondents who didn’t like milk. So we can say that they basically like milk.

About 54% of male respondents drink milk at least once a day, while 43% of females drink the milk also once a day as well. Every week, 34% male and 36% of females drink milk at least once a week It means, both males and females drink milk regularly, while males slightly drink it more often.

When asked about their favorite time in drinking milk, 28% male and 24% female respondents stated that they drink milk on breakfast. 23% of male respondents drink milk upon waking up, while 21% of females also liked doing so. Some 20% male and 16% female respondents prefer drinking milk while relaxing. So we can say that the most preferable time to have milk for most Indonesian is in their breakfast time.

What are their motives?

Q. Why do you drink milk? (MA)

They said that health is the main reason for Indonesian to drink some milk, as shown by 26% male and 24% female respondents. It turned out that their breakfast meal is not enough and they need to enhance their fitness with milk.

It’s important to note that Indonesian liked drinking milk not just for a healthy purpose. Both males and females also drink milk because they simply liked it and its taste is delightful as shown by the charts.

When asked about their concern about milk, 75% of males urged to drink milk as often as possible because of its good nutrients. Almost 70% of female respondents also do so.

But what kind of milk do they drink?

Q. What kind of milk do you mostly drink? (MA)

Sweetened condensed milk is drunk a lot by 63% male and 41.6% female respondents, or simply the most drunken milk by Indonesian. After sweetened condensed milk, most males drink fresh milk, while females choose to drink UHT milk.

Indonesian favoritism in Sweetened condensed milk is rather contrary to their reason on health since Sweetened Condensed Milk is considered ‘not that healthy’.

Sweetened Condensed milk is cow’s milk from which water has been removed, roughly 60% of it. It is most often found with sugar added to preserve the product. It is a very thick, sweet product, which when canned can last for years without refrigeration if not opened. The product is used in numerous dessert dishes in many countries.

Sweetened condensed milk is a decadent treat, as it contains 62 calories for a mere tablespoon. Condensed milk is high in calories for the reason that its name implies. A tablespoon of regular sweetened condensed milk contains almost 2 grams of fat, according to the USDA’s National Nutrient Database. The fat in condensed milk is primarily saturated fat, which can negatively impact cardiovascular health.

A tablespoon of sweetened condensed milk also contains over 10 grams of carbohydrates, all of which are in the form of sugar. A diet high in added sugar can lead to weight problems, cardiovascular problems and diabetes, according to Harvard Health Publishing.

Despite all of those facts, Indonesian healthy milk sales are always on the peak. Based on the National Survey of Social and Economy Indonesia (Susenas), Sweetened Condensed Milk is the highest-selling milk in household communities, with a percentage of 66.1%. It is higher than powder milk (28.1%) and UHT (14.6%).

In 2018, sales of sweetened condensed milk (SKM) in Indonesia were once threatened in the retail segment. The reason is that the lack of clarity in the Sweetened Condensed Milk category, which is considered as a complement to food and ‘does not have milk content’ has caused public unrest some time ago.

However, after receiving certainty from the Food and Drug Monitoring Agency (BPOM) through the issuance of Circular Letter on SKM, the sales activity in the retail segment returned to normal. In its circular, BPOM said SKM was included in the subcategory of condensed and analog milk and was confirmed to be part of the milk category and its processed products.

Buying Preferences

Male respondents prefer buying less than 100 ml milk with 37.6% of respondents, while 35% of males buy 100-250 ml. Female respondents prefer buying 100-250 ml milk, as shown by 38% of respondents. While 22% of females prefer less than 100ml milk Indonesian males and females prefer buying milk which size is 250 ml or less.

When asked about the tastes, Indonesian males and females mostly drink chocolate milk, as shown by 40.85% male and 37.65% female respondents. Other than chocolate, both male and female drink full cream, and vanilla-flavored milk.

Q. Where does your milk come from? (MA)

72.59% male and 61.40% female respondents drink local/domestic milk (green). 11.20% male and 17.65% female respondents drink both local and foreign milk (yellow). It can be concluded that most Indonesian drink domestic milk.

However, Imported milk is still in need. Indonesian milk production is still low in the amount as shown by Indonesian Milk Outlook by Ministry of Agriculture of the Republic of Indonesia in 5 years projection below:

The growth of domestic cow milk production is in the range of 2 percent per year, while the growth of cow’s milk needs is more than 5 percent per year. The ministry also stated Demand or need for fresh milk and products its derivatives are expected to continue to increase along with growing population, economic growth, improvement in education levels, nutrition awareness and lifestyle changes.


It is clear that most Indonesian loves drinking milk. Their main considered factors are its health nutrients and their taste. It is important if the milk manufacturer produces a milk product which contains both aspects. in term of milk production, Indonesian milk domestic product is still incapable of fulfilling Indonesian needs in milk. So, it is safe to say that Indonesia still needs imported milk.

The detailed report which this article referred to is available.
[Table of contents]

  • Indonesian’s love for milk
  • Indonesian’s intensity in drinking milk
  • What time Indonesian usually drink milk
  • Kind of milk drank by most of Indonesian
  • Milk size usually bought by Indonesian
  • Indonesian reasons to drink milk
  • Indonesian concern on drinking milk
  • Where Indonesian buying milk
  • Most favored milk flavor
  • Source of milk consumed by Indonesian (local or imported)
  • Summary

Check description of this report

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