Brand loyalty shifts as Indonesian mothers gain experience, YouGov says

As Indonesia celebrates Hari Anak Nasional (National Children’s Day), new data from YouGov sheds light on the shifting consumer preferences of one of the country’s most influential household decision-makers: mothers.

Drawing on its BrandIndex data, YouGov tracked the behaviour of Indonesian mums with children under 18, segmenting them into new mums - those early in their parenting journey - and experienced mums. The findings reveal a clear arc in brand engagement, starting with a narrow but intense focus on milk products and evolving into a broader portfolio that spans snacks, personal care, and convenience.

For new mothers, milk isn’t just nourishment - it’s the centre of their brand world. All of the top five most considered brands among this group are milk-related: Ultra Milk (53.0), Cimory (42.7), Bear Brand (38.2), Indomilk (38.2), and Greenfields (38.0). It's a concentrated preference, signalling the critical importance of trust and familiarity during early childcare.

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“Mothers are one of the most influential consumer groups in Indonesia, especially in categories like food, beverage, and personal care,” said Edward Hutasoit, general manager of YouGov Indonesia and India. “Our data shows how brand relationships evolve as mothers become more confident and their household needs grow. For brands, this presents an opportunity to not just capture first-time buyers, but build relevance that lasts beyond early parenting.”

This focused loyalty offers fertile ground for dairy brands to gain early traction. But as mums move beyond the first-time phase, their brand consideration opens up.

While Ultra Milk remains the most considered brand among experienced mums (50.3), it now shares the stage with more varied players: Roma (43.4), Chocolatos (40.2), and personal favourite mainstays such as Cimory (40.8) and Bear Brand (40.8). In other words, as children grow and routines shift, mums are no longer just looking for sustenance - they’re looking for snackability, practicality, and even indulgence.

This shift matters for marketers. Where once the challenge was to become a household name for milk, the long-term opportunity lies in growing with the family - whether that’s through convenience snacks or personal care products for tweens and teens.

YouGov also tracked brand strength among aware consumers, comparing sentiment with the same period last year. Among new mums, perceptions are improving across the board. Ultra Milk enjoys a 7.2-point lift in brand equity, while Bear Brand (+1.4) and Greenfields (+9.1) also saw noticeable gains.

“This data reinforces the idea that new moms are a high-impact entry point for brands, particularly in high-trust categories like dairy,” added Hutasoit. “But staying relevant requires understanding how needs diversify over time. Brands that grow with moms - from milk to snacks, from early care to everyday convenience - will be best positioned to win long-term loyalty.”

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