Kopi Gerobakan and Generation Alpha in Indonesia's Coffee Scene

The year 2025 marks a significant moment for Indonesia’s coffee industry. While the third wave coffee movement previously dominated discussions about coffee trends, a noticeable shift in coffee consumption patterns has emerged since 2023. This shift is not just about the growing consumption of specialty coffee but, more intriguingly, reflects changes in coffee-drinking habits among Generation Z and Generation Alpha. One of the most striking trends is the "cart coffee" phenomenon, which has successfully captured the attention of various generations.

Who Are Generation Alpha?

Generation Alpha refers to those born after 2010. They are the first generation to grow up entirely in the digital age. From a young age, they are accustomed to technology, including smart devices, social media, and extensive access to information via the internet. Characteristics of Generation Alpha include high adaptability, quick learning abilities, and greater expectations for personalized and unique experiences in products or services.

Generation Alpha’s strength lies in their ability to utilize technology as a tool for learning and entertainment. They are also more open to innovation and more aware of global issues, such as sustainability and the environment. In the context of coffee consumption, this generation holds great potential to drive the growth of the specialty coffee market in the future.

How Generation Alpha Differs from Millennials in Coffee Consumption

Compared to millennials, Generation Alpha approaches coffee consumption differently. Millennials, who grew up during the rise of cafes and the third wave coffee movement, often view coffee as a lifestyle and social experience. They prefer enjoying coffee in comfortable, Instagrammable cafes.

In contrast, Generation Alpha focuses more on convenience and accessibility. They are growing up in an era where coffee is available in various forms, from nearby coffee carts to delivery services via apps. They are also drawn to appealing packaging and products that match their preferences, such as sweet flavors or caffeine-free beverages.

Generation Alpha’s purchasing mindset is heavily influenced by technology and social media trends. They frequently choose products based on online reviews or recommendations from influencers. This differs from millennials, who are more likely to rely on recommendations from friends or personal experiences.

The Rise of Cart Coffee as a New Trend

The early signs of this trend were evident as early as 2020, with the proliferation of coffee carts across city corners and suburban streets, especially in Indonesia’s major cities. With an average price of IDR 8,000 per cup, cart coffee has become a new, affordable alternative for various groups. This phenomenon differs from traditional mobile coffee vendors like starling (street Starbucks) because cart coffee is typically more organized and offers a more diverse menu, such as iced coffee with milk, palm sugar coffee, and other flavored variations.

The Evolution of Coffee Consumers in Indonesia

The growing number of cart coffee businesses reflects significant changes in market demand. Previously, coffee consumption in Indonesia was dominated by sachet coffee readily available at small shops or minimarts. Now, there is a shift from sachet coffee consumers to cart coffee. The consumer segment for cart coffee is incredibly diverse, ranging from office workers to students, and, most surprisingly, elementary school students. The sight of elementary school kids choosing cart coffee over traditional snacks like iced tea or blended drinks highlights how cart coffee has entered a broader and previously untapped market.

Cart Coffee (Kopi Gerobakan) and Generation Alpha

What’s most fascinating is how cart coffee has successfully penetrated Generation Alpha. The presence of cart coffee near schools or play areas has become a unique attraction. Besides being affordable, the appealing packaging and sweet flavors tailored to children’s tastes are the main reasons Generation Alpha is drawn to cart coffee.

Furthermore, cart coffee entrepreneurs have begun adjusting their menus to match Generation Alpha’s preferences. Variations such as chocolate drinks or caffeine-free coffee with flavored syrups are popular choices among kids.

Generation Alpha, whose purchasing power largely comes from their parents, has the potential to become the main consumer base for specialty coffee in the future. Their habit of trying different flavors from a young age could shape more complex taste preferences later on, encouraging them to transition to specialty coffee as they grow older.

Marketing Strategies for Cart Coffee

The success of cart coffee is closely tied to effective marketing strategies. With affordable prices, flavors tailored to local tastes, and modern packaging, cart coffee has successfully captured the interest of young consumers. Some coffee carts even leverage social media to promote their products. Platforms like Instagram and TikTok are powerful tools for reaching Generation Z and Alpha, who are notably tech-savvy.

Strategic locations for coffee carts, such as near schools, offices, or public transportation hubs, also play a crucial role in their success. Many cart coffee entrepreneurs use data and direct observation to determine the best spots for their businesses.

The cart coffee phenomenon not only affects coffee consumption but also significantly contributes to the local economy. Cart coffee businesses provide entrepreneurial opportunities, especially for those looking to start with a modest investment. With an initial investment of around IDR 5-10 million for carts and equipment, many people have managed to earn additional income or even achieve financial stability.

Moreover, this trend creates new job opportunities for cart baristas, suppliers, and packaging producers. For instance, cart coffee businesses require large quantities of coffee beans, palm sugar, and milk, positively impacting local farming and processing industries.

Despite its promising potential, cart coffee businesses face several challenges. One major challenge is the increasing competition. With more coffee carts appearing, entrepreneurs must continuously innovate to maintain customer loyalty.

Health concerns are another issue. The growing consumption of coffee among children has raised worries about its effects on their health, such as sleep disturbances or increased sugar intake. Some schools are even considering regulations to limit coffee sales within their premises.

With rapid growth, cart coffee holds great potential for further development. However, to ensure sustainability, entrepreneurs must focus on several key aspects, such as improving product quality, maintaining competitive pricing, and expanding into underserved areas.

Collaboration between the government, coffee associations, and entrepreneurs is also needed to create regulations supporting the growth of cart coffee without neglecting health and environmental sustainability. For example, training cart baristas to produce hygienic and high-quality products and using eco-friendly packaging to reduce plastic waste.

Cart Coffee, Generation Alpha, and the Future of the Coffee Industry

The cart coffee phenomenon is a clear testament to the evolving coffee consumption habits in Indonesia. This trend not only reflects society’s adaptation to new products but also symbolizes broader social and economic dynamics. Generation Alpha, with its unique characteristics and strengths, has immense potential to elevate Indonesia’s specialty coffee consumption to new heights in the future. With the right strategies, cart coffee has a great chance to become a vital part of Indonesia’s coffee culture while positively impacting the local and national economy. This momentum is a golden opportunity that all stakeholders in Indonesia’s coffee industry must wisely seize.