Rascasse Audience Intelligence

Espresso Audience in Indonesia

A data profile of the people who buy, follow and care about Espresso in Indonesia — modelled from more than twelve digital signal sources. Espresso has an estimated audience of 3,887,913 people in Indonesia.

#6among Beverage in Indonesia
#344among Topic in Indonesia
#50in Food & Beverages

The average Espresso fan in Indonesia is 32.4 years old, balanced, and lives primarily in West Java.

The audience is concentrated in West Java, East Java, Central Java.

Top brand affinities include Specialty coffee, Iced coffee, Cappuccino, with strongest over-indexing on Specialty coffee (4.78× the country average).

Demographically, the Espresso audience skews balanced with an average age of 32.4, and over-indexes on personality traits such as Need for Security, Healthy Lifestyle.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.

The typical Espresso fan in Indonesia is balanced, around 32.4 years old, with strong Need for Security tendencies and a notable affinity for Specialty coffee.

Category: Food & Beverages · Type: Topic · Subtype: Beverage

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Espresso profile in Indonesia.

Audience size
3.9M
in Indonesia
Gender
54.4%♀
45.6% male
Age
32.4
average years
Country rank
#466
Topic in Indonesia
Fig. 01

Search interest · 12-month trend

+7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Espresso fans

54.4% are female, 45.6% are male, average age 32.4.

Fig. 02

Gender split

54.4%
Female
45.6%
Male
Demographic split for Espresso audience in Indonesia
MetricValue
Female54.4%
Male45.6%
Average age32.4
Estimated audience size3,887,913
Fig. 03

Age distribution

Ø 32.4
average years
Age distribution of the Espresso audience in Indonesia
Age bracketShare%
16-1928%
20-2935%
30-3918%
40-4911%
50+8%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Espresso audience comes from Indonesia.

Worldwide audience distribution share by country for Espresso
CountryShare
United States13.1%
Japan8.7%
China7.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Indonesia average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Espresso audience in Indonesia is strongest.

Fig. 05

Top regions by affinity

Espresso fans by region: top regions in Indonesia
#RegionReachAffinity×
01Bali~100K1.67×
02Bangka-Belitung Islands~30K1.56×
03South Kalimantan~70K1.40×
04Special Region of Yogyakarta~90K1.37×
05Central Kalimantan~40K1.36×
06East Kalimantan~70K1.17×
07Central Java~400K1.13×
08Jakarta~300K1.11×
09North Kalimantan~10K1.11×
10Riau Islands~40K1.07×
11East Java~400K1.06×
12West Kalimantan~60K1.06×
13North Sumatra~200K1.02×
14Banten~200K1.02×
15Riau~90K1.02×
16South Sulawesi~100K0.99×
17South Sumatra~90K0.97×
18West Nusa Tenggara~50K0.96×
19Aceh~50K0.94×
20Jambi~40K0.94×
21Gorontalo (disambiguation)(2)~20K0.94×
22West Java~600K0.93×
23North Sulawesi~40K0.92×
24West Sulawesi~10K0.92×
25Lampung~70K0.91×
26West Sumatra~60K0.90×
27West Papua~10K0.90×
28Bengkulu~30K0.88×
29Papua (province)~20K0.87×
30Southeast Sulawesi~30K0.86×
31Central Sulawesi~30K0.83×
32North Maluku~10K0.82×
33Maluku~10K0.78×
34East Nusa Tenggara~30K0.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Espresso audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Espresso audience
#·InterestCategoryAffinity×
01Specialty coffeeFood & Beverages4.78×
02Coffee cultureFood & Beverages4.52×
03coffee shopFood & Beverages4.29×
04Arabic coffeeFood & Beverages4.07×
05LatteFood & Beverages3.98×
06CappuccinoFood & Beverages3.75×
07Espresso machineHome & Garden3.75×
08Iced coffeeFood & Beverages3.57×
09Coffee preparationHome & Garden3.43×
10Coffee roastingFood & Beverages3.29×
11Coffee beanFood & Beverages3.08×
12Italian cuisineFood & Beverages2.88×
13Delivery orderFood & Beverages2.71×
14StarbucksFood & Beverages2.64×
15Purchase discountShopping2.52×
16Online food orderingFood & Beverages2.44×
17Local foodFood & Beverages2.03×
18Online marketplaceInternet & Social Media1.88×
19MilkFood & Beverages1.80×
20TeaFood & Beverages1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Espresso audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Espresso audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.25×
Healthy LifestyleBALANCE2.13×
Early Adopter MentalityPOWER1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Espresso audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.80×
Social Media UsageJOY0.93×
TravellingTHRILL1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Espresso have in Indonesia?

Espresso has an estimated audience of 3,887,913 people in Indonesia, concentrated in West Java and East Java.

02

What is the gender split and age of Espresso fans?

54.4% of Espresso fans are female, 45.6% are male, with an average age of 32.4 years.

03

Which brands do Espresso fans like most?

Espresso fans show strongest brand affinity for Specialty coffee (4.78×), Iced coffee (3.57×), and Cappuccino (3.75×) over the country average.

04

Where do Espresso fans live in Indonesia?

Espresso fans in Indonesia are most concentrated in West Java (reach ~600K), East Java (reach ~400K), and Central Java (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Espresso fans also like?

Beyond Espresso itself, the audience over-indexes on Iced coffee (3.57×), Cappuccino (3.75×), Coffee culture (4.52×), and Latte (3.98×) compared to the Indonesia average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Beverage audiences in Indonesia

See Espresso audiences in other countries

How to read this data

Audience size is the estimated number of people in Indonesia who actively search for Espresso. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Indonesia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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