Brunei Darussalam
The Land of Unexpected Treasures
A recent survey by GoodStats, a data and statistics media outlet in Indonesia, conducted online from July 15-28, 2024, reveals that 70.2% of Indonesians support the boycott of Israeli-affiliated products, reflecting widespread solidarity with Palestine. The survey, involving 1,000 respondents aged 18-58, shows that 63.3% have adjusted their purchasing decisions based on the boycott movement, significantly affecting their choice of mineral water brands.
Shift in Consumer Preferences: Mineral Water Takes the Lead
The boycott's impact is particularly evident in the mineral water sector. Le Minerale has emerged as the preferred brand among 47.4% of respondents affected by the boycott. This is a notable shift, with Le Minerale surpassing other brands like Crystaline, chosen by 14.2%, and Pristine, preferred by 12.4%. Smaller shares are held by Cleo (5.1%), Prim-A (3.1%), Club (2.6%), and Amidis (2.2%).
Motivations Behind the Boycott Movement
The primary motivation for the boycott is solidarity with Palestine, cited by 68.1% of respondents. Additionally, 55.3% support the boycott to apply economic pressure on Israel, while 30% are influenced by religious beliefs. A small segment, 4.2%, admits to being driven by a fear of missing out on the trend, and 19.5% have various other reasons.
Broader Impact on Consumer Behavior
The boycott movement extends beyond mineral water, affecting a broad range of products. Consumers are boycotting food and beverages (81.5%), clothing (33.3%), and beauty products (31.7%) suspected of being linked to Israel. Brands perceived to be affiliated with Israel have become primary targets of this boycott, indicating a deep commitment among Indonesian consumers to align their purchasing habits with their political stance.
Rise of Local Brands
The boycott has provided a boost to local brands, which are now receiving increased attention. For instance, local coffee shops like Kopi Kenangan (27.5%), Fore Coffee (22.5%), and Point Coffee (15.3%) are gaining popularity. In the mineral water category, Le Minerale leads with 47.4% preference, while Nutrisari (40.2%) and Pop Ice (26.2%) are favored in the powdered drink sector. In bath soap, Biore is the top choice, preferred by 24.5% of respondents. This shift highlights a growing preference for local products amid the ongoing boycott.
