Preferences and Factors Influencing the Purchase Intention of Healthy Snacks Among Millennials in Jakarta

Trend of healthy eating has been increasing almost over all region in the world, including Indonesia. More than half (75%) of urban Indonesians are willing to have healthier diet. This growing trend will influence food industries in coming years, including snack industries in Indonesia, since Indonesia is the country with the biggest snacking habit in Asia Pacific. The snacking habit is popular with all ages, especially Millennials. Nowadays, Millennials have been shifting their snacking behaviors into a healthier snack consumption more rapidly than any other groups. The objective of this study was to know the preferences and the factors influencing the purchase intention of healthy snack among Millennials in Jakarta, as Jakarta is the capital city of Indonesia and it covers urban population. The study was carried out by market survey to 475 Millennials in Jakarta who had interest in consuming healthy snack in Jakarta and the data was analyzed using Friedman Test and Wilcoxon Signed-Rank Test. The research revealed that yogurt was the preference of healthy snacks among Millennials in Jakarta, compared to healthy biscuit/ cookies, snack bar, fruit and vegetable (including their products). In addition, taste became the most influential intrinsic factor, while price and convenience were the most influential extrinsic factors to