Original research and market analysis from the RB Consulting team — focused on Indonesian consumers, emerging segments, and the trends shaping business decisions.
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
