Mardekers Survey: Unggungli Aqua, This AMDK Producer Digandrungi Gen Z

Photo: Special

JAKARTA bottled drinking water producer (AMDK) Le Minerale won the Gold award for the Mineral Water Brand category at the 2025 Marchairs Youth Choice Award.

This achievement made Le Minerale the AMDK brand Gen Z's top choice based on a survey conducted by Marchairs.

In the midst of competition with a number of other well-known brands, Le Minerale managed to outperform Aqua and Nestle Pure Life as the top choice for Gen Z to be recommended or consumed.

This award is the result of a comprehensive survey conducted by Mardekers to determine the brands chosen by the younger generation of Indonesia.

The Martawers Youth Choice Award is a prestigious annual award for brands that are Gen Z's favorites.

This year marks the fifth event, which demonstrates Mardewars' consistent commitment in encouraging brand awareness to maximize the market potential of young Indonesians.

CEO of Marchairs Iwan Setiawan said Le Minerale won the highest index in an online voting survey based on Gen Z's habit of consuming a product and preferences if one day he would use it.

"This method shows that respondents already have brand preferences if they need products in the brand category and Le Minerale is the main choice," he said.

This appreciation is based on a survey with online voting held during the period of June 2025, involving 1,183 students from 44 universities throughout Indonesia.

Of the 1,183 respondents surveyed, 31 percent chose Le Minerale, Aqua 24 percent, Nestle Pure Life 21 percent, Cleo 16 percent, and Pristine 8 percent.

"Gen Z segment is important for brands because they are the one setting the trend. On the other hand, there are so many purchase decisions in families that occur or are submitted to Gen Z as children," said Iwan.

Iwan added, the characters Gen Z and Millennials have significant differences. This very digital generation likes authentic things, pays attention to product utility, and cares about sustainability.

"To target Gen Z, brands must use the appropriate communication style, from conventional to functional. Do not let marketers feel that they already have communication with young people's tones, but it turns out that it is not a preference owned by Gen Z, but a communication for Millennials. Hopefully Le Minerale can continue to innovate, understand the character of the younger generation, and maintain the quality of its products," said Iwan.

Meanwhile, Head of Public Relations and Digital Le Minerale Yuna Eka Kristina, the award received this time, proves that Le Mineral is a quality mineral water relevant to the needs of the younger generation.

"This award from the 2025 Martakers Youth Choice Award means a lot to us because it is also proof of Le Minerale's commitment as quality mineral water that has succeeded in answering Gen Z's needs, which now plays an important role as a pioneer in trends as well as opinion-formers," Yuna said.

Yuna added that Gen Z is a generation that is critical, aware of health, and very selective in choosing products.

To answer Gen Z's very thorough needs when choosing a product, Le Minerale comes as the only AMDK that includes mineral content in its packaging. We believe this is one of our advantages and is the reason Le Minerale is the AMDK's first choice Gen Z," he explained.

In addition to caring about health and quality, Gen Z is also known to support brands that have local value and sustainability.

"As a generation that is the driving force as well as a reflection of today's lifestyle, Gen Z has a crucial role in shaping the direction of consumer preferences in the future. Therefore, we are proud to be a part of their daily lives, by presenting quality mineral water that contains essential minerals and brings more value as a brand of Indonesian pride," Yuna added.

Raihan ini memperkuat posisi Le Minerale sebagai brand air minum dalam kemasan pilihan generasi muda Indonesia.

Ke depan, Le Minerale akan terus berinovasi dan berkomitmen untuk mendekatkan diri dengan konsumen, terutama Gen Z, dan menjadi bagian dari gaya hidup sehat yang mereka jalani.

This achievement strengthens Le Minerale's position as a drinking water brand in the packaging of the younger generation of Indonesia.

In the future, Le Minerale will continue to innovate and commit to getting closer to consumers, especially Gen Z, and become part of the healthy lifestyle they live.