When we asked 5,027 SMK students what they would upgrade first if their income doubled, food came last. Gadgets came fourth. Clothing came second. Personal care came third — ahead of gadgets and food, behind only saving and clothing. For a category often treated as low-priority in youth marketing, that ranking deserves attention. Among female students, it ranks second. Above clothing. Above gadgets. Above everything except saving. Among males, it barely registers. The Numbers

Ask an SMK student in Indonesia what they would spend on if money were only enough for one thing. More than half give the same answer: food and drinks. Now ask what they would upgrade first if their income doubled. Only 2 in 100 say F&B. That is the F&B paradox. The category is essential — not aspirational. Those two things are not the same, and brands that treat them as the same are building the wrong strategy. What the Data Shows The IYG Study 2026 surveyed 5,027 SMK studen

Marketing Research Study by RB Consulting about Young Indonesians apsiration about work and career

A new study conducted by RB Consulting and Snapcart in March 2024 has shed light on the environmental consciousness of young Indonesians...