The culture of drinking coffee is infecting millennial as the coffee business is flourishing nowadays. Business innovation, changing consumer tastes, and stretching the digital ecosystem have played a role in changing the landscape of the coffee business in the country.
In big cities in particular, coffee outlets are very easy to find and compete with each other offering a variety of flavors of coffee drinks to suit the tastes of the younger generation. Not only are young consumers, there are also many millennial businesspersons, some even from generation Z (age range 15-24 years).
“The coffee business trend has gone viral, ranging from school dropouts to professionals, all of which have penetrated into the coffee business,” said Advisor to the Indonesian Specialty Coffee Association (SCAI) Lisa Ayodhia when met on the sidelines of the 2019 National Coffee Conference in Jakarta, recently.
According to Lisa, the coffee business is indeed very promising. The reason is, the raw material is available and the market is also large. What’s more, Indonesia has dozens of types of coffee from various regions whose flavor is well known to the world.
“So, it is not surprising that the coffee business is growing, starting from ‘starbike’ (coffee sellers traveling by bicycle) whose coffee prices are only Rp3,000-Rp5,000 to cafes in malls that offer special coffee. All have a market,” said the General Treasurer of the Indonesian Coffee Council (Dekopi).
The Deputy Chair of Dekopi Mahatma Gandhi agrees that there is a trend of millennial interest in coffee consumption and coffee business. “Thank God it turns out that young people are now very interested in coffee. I also have a coffee business and now I no longer manage it but our children because the coffee business is simple, not much capital, but fortunately large,” he said.
He also invited businesses and the public to increase the use and consumption of domestic products so as to help encourage entrepreneurship and economic growth. “Those who do not drink coffee, please drink coffee, those who have not sold please sell Indonesian coffee,” he said.
As consumers’ tastes change, producers who have long played in the coffee industry also innovate. This was stated by Adi Haryono, Director of PT Santos Jaya Abadi as a producer of Kopi Kapal Api which has been transversely decades in this sector and gave birth to more than 20 variants of coffee beverage products.
“For example in 1990 began the trend of coffee sachets using sugar, then 3 more in 3 in 1 coffee blended which combined coffee, sugar and milk. Then again developed using creamer. SINDOnews.
Considering that Api Ship products have also been exported abroad, trends in consumer tastes abroad are also a consideration in innovation.
“For example, we have a Signature Fire Ship that tastes different, because overseas wants it like this. The trend is heading there so we anticipate it. People abroad if they drink Indonesian coffee, wow it feels really great,” said the winner of Coffee and Culture Awards for the Innovative Inspirator category of the Indonesian Coffee Industry.
Meanwhile, the millennial owner of the Lokaya coffee shop, Talita, 18, confessed that his interest in the coffee business began with his favorite and his younger siblings had contemporary coffee snacks.
“We will see the trend of milk coffee drinks too, so I invite our younger siblings to open a coffee shop,” said the student who was still in the first semester.
Although still green in the business world, with moral and financial support from the family, Talita also ventured to open a coffee shop in one shop in Jakarta. He admitted that marketing through social media really helped the product to be better known to the public. In fact, he has square off developing a business through franchising.
“My message to the younger generation, if you want to try not to be afraid of being wrong because all businesses will have risks but there is also a way out. So, just start first,” he said.