Total coffee consumption in Indonesia 1990-2020

Indonesia’s domestic coffee consumption has almost quadrupled since 1990, reaching the equivalent of 4.8 million 60-kilogram bags of coffee in 2019/2020. This growing demand is fueled by a younger generation switching over from tea to coffee, and a newfound appreciation for locally-produced coffee. Global tastes As one of the world’s leading producers of coffee, Indonesia had previously exported most of the coffee beans that it produces. The local coffee consumption was largely dominated by instant coffee and “kopi tubruk” – a thick and sweet drink made using coffee grounds. In recent years, however, a growing middle class and a more cosmopolitan, youthful population have changed consumer preferences. This is reflected in the spread of U.S.-based coffee shop giant Starbucks in Indonesia, which had 365 licensed stores in Indonesia in 2019. Going local Local coffee products are also gaining in popularity, and this can be seen in the instant coffee market. In 2016, local brand Pt. Javaprima Abadi, known for producing “kopi luwak”, held more than a third of the instant coffee market share. Indonesian consumers are also entering the “third wave of coffee consumption”, as seen in the rise of specialty roasters and artisanal coffee shops that emphasize local, single-sourced beans, especially in Jakarta and Bali. The rise of the artisanal coffee market, with its emphasis on buying local and forging stronger relationships between producers and roasters, has already been cited by some industry experts as having an impact on Indonesia’s coffee exports.

自1990年以来，印度尼西亚国内咖啡消费量几乎翻了四倍，2019/2020年达到了相当于480万袋60公斤咖啡的规模。这一不断增长的需求源于年轻一代从茶转向咖啡的转变，以及对本地生产咖啡的新发现式欣赏。在全球化的潮流中，作为全球领先的咖啡生产国之一，印度尼西亚以往出口了其大部分咖啡豆。国内咖啡消费主要被速溶咖啡和“kopi tubruk”——一种使用咖啡渣制成的浓稠甜饮——所主导。然而，近年来，随着中产阶级的壮大和更加国际化、年轻化的人口结构，消费者偏好发生了变化。这一点在以美国为基地的咖啡连锁巨头星巴克在印度尼西亚的迅速扩张中得到了体现，2019年星巴克在印度尼西亚拥有365家特许经营店。回归本土，本地的咖啡产品也日益受到欢迎，这在速溶咖啡市场上表现得尤为明显。2016年，以生产“kopi luwak”而闻名的本地品牌Pt. Javaprima Abadi，占据了速溶咖啡市场超过三分之一的份额。印度尼西亚消费者也正步入“咖啡消费的第三波”，这在特色烘焙商和强调本地、单一来源豆子的手工咖啡店兴起中可见一斑，尤其是在雅加达和巴厘岛。一些行业专家已经指出， artisanal coffee市场的兴起，其强调购买本地产品并加强生产者和烘焙商之间关系的做法，对印度尼西亚的咖啡出口产生了影响。