Analysing protein consumption patterns and determinants in Indonesia: a probit model approach

Abstract

Limited research attention has been given to understanding the determinants of household protein consumption demand in Indonesia. This study investigated the determinants of household protein consumption patterns in Indonesia, focusing on ten major protein groups: fish, seafood, beef, mutton, poultry, eggs, milk, tofu, tempeh, and other meat. Utilising a probit model and data from SUSENAS 2022 encompassing 327,795 households, this study aimed to identify the factors that influence household protein consumption patterns in Indonesia. The findings highlight the significance of socio-demographic variables, such as income, and household size, as key drivers of protein consumption. Higher household income positively impacts household protein consumption, indicating a potential market for premium products catering to affluent consumers. Additionally, higher income levels correlate with increased protein consumption, suggesting the importance of tailored marketing strategies targeting educated consumers. Furthermore, the presence of children in the household emerges as a significant determinant, indicating distinct preferences and consumption patterns for families with school-aged children. Leveraging this information, marketers can develop value-added products that cater to the specific needs and tastes of this consumer segment. Moreover, the prices of the ten protein groups are identified as a crucial determinant of household protein consumption. Consumer price beliefs serve as influential perceived barriers to consumption. Understanding the role of price in shaping consumption behaviour enables marketers to devise effective pricing strategies that align with consumers' willingness to pay, thereby maximising product value. Targeted marketing strategies tailored to address these regional differences can enhance product value and effectively meet consumer demands. Understanding the determinants of household protein consumption demand in Indonesia is crucial for policymakers as it provides insights into the factors that drive consumption patterns, allowing them to design effective policies to promote healthy and sustainable food choices. Additionally, the findings regarding the influence of socio-demographic factors can inform targeted interventions and initiatives aimed at improving food security, nutrition, and public health outcomes.