The evolving landscape of milk consumption in Indonesia amidst the rise of contemporary beverages

Abstract Milk has historically been integral to dietary practices in Indonesia, both for its nutritional significance and its cultural relevance. However, milk consumption patterns in Indonesia have recently significantly transformed, especially among younger generations. This study aimed to understand this evolving trend and preferences towards pasteurized milk, UHT milk, and contemporary beverages among 300 respondents, predominantly in the late adolescence to late adult age range. The findings revealed that contemporary drinks were the most preferred, with 100% of respondents showing a preference, followed by UHT milk at 98% and pasteurized milk at 62%. Economic considerations were consistent across all beverage choices. The study also found that while most respondents had consumed milk, there was a significant difference in liking levels, influenced by aroma and taste. The COVID-19 pandemic also emerged as a significant factor that has affected consumption habits and preferences. This shift in consumption patterns raises concerns for public health and highlights the challenges faced by the dairy farming sector in Indonesia. The study concludes that the dairy industry needs to innovate and adapt to ensure milk remains a staple in the evolving Indonesian dietary landscape.