Taste is the Primary Consideration for Consumers When Choosing a Sambal Sauce Brand

Consumers consider many factors when choosing chili sauce. Especially now, with so many chili sauce brands on the market.

Based on a survey by the Kurious-Katadata Insight Center (KIC), the majority, or 70.5% of respondents, agree that superior taste compared to other brands is the primary consideration when choosing a chili sauce brand.

Others choose a chili sauce brand because of its easy availability (57.3%), and because of the brand's established reputation (50.9%).

Other factors, such as habitual consumption of the same brand, chili sauce ingredients, and popularity among others, have lower percentages as shown in the graph.

Interestingly, choosing a chili sauce brand because of lower price has the smallest percentage, at only 30%.

This survey also found that the majority of Indonesian consumers most frequently consume ABC brand chili sauce, at 80.9%. This is followed by Indofood and Del Monte, with percentages of 61.2% and 27.6% respectively.

The Kurious-KIC survey involved 691 respondents spread across Indonesia, with 53% male respondents and 47% female respondents.

More than half of the respondents were from Java (excluding Jakarta) at 63.7%, followed by respondents from Jakarta (15.1%) and Sumatra (12.9%). The proportion of respondents from Kalimantan, Sulawesi, Bali-Nusa Tenggara, and Maluku-Papua ranged from 0.6% to 3%.

A significant portion of respondents were aged between 35-44 years (33.3%), followed by the 25-34 age group (30.1%), and the 45-54 age group (23.3%).

Data was collected from July 7-14, 2023, using the computer-assisted web interviewing (CAWI) method, with a margin of error of approximately 3.72% and a 95% confidence level.

(See also: This is Indonesia's Favorite Chili Sauce Brand According to the Kurious Survey)