Rascasse Audience Intelligence

Starbucks Target Market in Indonesia

A data profile of the people who buy, follow and care about Starbucks in Indonesia — modelled from more than twelve digital signal sources. Starbucks has an estimated audience of 3,320,837 people in Indonesia.

#1among Coffee in Indonesia
#20among Brand in Indonesia
#63in Food & Beverages

The average Starbucks fan in Indonesia is 33.0 years old, more female, and lives primarily in Jakarta.

The audience is concentrated in Jakarta, West Java, Bali.

Top brand affinities include Purchase discount, Iced coffee, Specialty coffee, with strongest over-indexing on Purchase discount (2.41× the country average).

Demographically, the Starbucks audience skews more female with an average age of 33.0, and over-indexes on personality traits such as Need for Security, Individualism.

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

The typical Starbucks fan in Indonesia is more female, around 33.0 years old, with strong Need for Security tendencies and a notable affinity for Purchase discount.

Category: Food & Beverages · Type: Brand · Subtype: Coffee

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 Starbucks profile in Indonesia.

Audience size
3.3M
in Indonesia
Gender
55.4%♀
44.6% male
Age
33.0
average years
Country rank
#594
Brand in Indonesia
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Starbucks

55.4% are female, 44.6% are male, average age 33.0.

Fig. 02

Gender split

55.4%
Female
44.6%
Male
Demographic split for Starbucks audience in Indonesia
MetricValue
Female55.4%
Male44.6%
Average age33.0
Estimated audience size3,320,837
Fig. 03

Age distribution

Ø 33.0
average years
Age distribution of the Starbucks audience in Indonesia
Age bracketShare%
16-1926%
20-2936%
30-3919%
40-4912%
50+8%
Fig. 04

Worldwide distribution

1.4%

of the worldwide Starbucks audience comes from Indonesia.

Worldwide audience distribution share by country for Starbucks
CountryShare
United States27.9%
Japan8.9%
China6.1%
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 Starbucks audience in Indonesia is strongest.

Fig. 05

Top regions by affinity

Starbucks customers by region in Indonesia
#RegionReachAffinity×
01Bali~500K7.19×
02Jakarta~1M3.67×
03Banten~300K2.45×
04North Sumatra~300K1.90×
05Special Region of Yogyakarta~80K1.36×
06North Sulawesi~50K1.35×
07West Java~700K1.27×
08Riau Islands~50K1.27×
09East Java~400K1.00×
10East Kalimantan~50K0.93×
11South Sulawesi~90K0.90×
12Central Java~300K0.85×
13West Nusa Tenggara~30K0.83×
14South Sumatra~70K0.82×
15South Kalimantan~30K0.70×
16East Nusa Tenggara~20K0.68×
17West Papua~7K0.66×
18Riau~50K0.63×
19Jambi~20K0.59×
20Central Kalimantan~20K0.59×
21Papua (province)~10K0.59×
22West Sulawesi~8K0.57×
23Bangka-Belitung Islands~9K0.53×
24North Kalimantan~6K0.53×
25West Sumatra~30K0.52×
26Bengkulu~10K0.52×
27Gorontalo (disambiguation)(2)~7K0.52×
28Lampung~30K0.51×
29West Kalimantan~20K0.51×
30North Maluku~6K0.49×
31Maluku~7K0.46×
32Central Sulawesi~10K0.40×
33Southeast Sulawesi~10K0.40×
34Aceh~10K0.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Starbucks audience
#·InterestCategoryAffinity×
01Pizza HutFood & Beverages2.46×
02Purchase discountShopping2.41×
03Specialty coffeeFood & Beverages2.31×
04Non-fiction booksLiterature2.09×
05Baby powderKids & Family2.08×
06KFCFood & Beverages2.04×
07Italian cuisineFood & Beverages2.02×
08EspressoFood & Beverages2.00×
09Fast food restaurantsFood & Beverages1.95×
10Iced coffeeFood & Beverages1.94×
11OLXShopping1.92×
12Cardigan (sweater)Fashion & Accessoires1.92×
13Online food orderingFood & Beverages1.83×
14OuterwearFashion & Accessoires1.82×
15Local foodFood & Beverages1.77×
16Online marketplaceInternet & Social Media1.76×
17Home shoppingShopping1.72×
18ShawlFashion & Accessoires1.72×
19BagFashion & Accessoires1.62×
20Fast foodFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Starbucks 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 Starbucks audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.92×
IndividualismJOY1.74×
Healthy LifestyleBALANCE1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Starbucks audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.64×
Risk AppetiteTHRILL0.67×
Design AffinityPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Starbucks's target market in Indonesia?

Starbucks's target market in Indonesia covers an estimated 3,320,837 people, concentrated in Jakarta and West Java.

02

What is the gender split and age of Starbucks customers?

55.4% of the Starbucks audience are female, 44.6% are male, with an average age of 33.0 years.

03

Which brands do Starbucks fans like most?

Starbucks fans show strongest brand affinity for Purchase discount (2.41×), Iced coffee (1.94×), and Specialty coffee (2.31×) over the country average.

04

Where do Starbucks fans live in Indonesia?

Starbucks fans in Indonesia are most concentrated in Jakarta (reach ~1M), West Java (reach ~700K), and Bali (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Starbucks fans also like?

Beyond Starbucks itself, the audience over-indexes on Iced coffee (1.94×), Specialty coffee (2.31×), Online marketplace (1.76×), and Local food (1.77×) compared to the Indonesia average.

Appendix

Explore more audiences

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

More Coffee audiences in Indonesia

See Starbucks audiences in other countries

How to read this data

Audience size is the estimated number of people in Indonesia who actively search for Starbucks. 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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