The Habits of UK Coffee Drinkers
New research into the habits of UK coffee drinkers was published in The Grocer this week. We’ve been the UK’s leading Coffee Shop media owner for the past 20 years (coffee is very much our business!) and we wanted to share a few of the key insights from the survey, including:
- For every £1 Brits spend on tea they spend £2 on coffee.
- 85% of coffee drinkers do so every day with 59% having 2 or more cups.
- 35% of coffee drinkers are buying more from coffee shops.
- 31% say it’s a passion.
- A third can’t function in the morning until they’ve had coffee!
Check out the rest of the results we found insightful below:
A third of coffee drinkers are buying more from coffee shops.
The research gives some cause for cheer about the state of the economy. 35% of people say they’re buying more coffee from coffee shops than they were a year ago, suggesting they’re more comfortable financially; 41% are unchanged and 23% are buying less. Younger people are most likely to be buying more.
A lot of recent growth is coming from younger consumers. The research bears this out: 48% of 18 to 34-year-olds say they’re buying more coffee now, compared with 37% of 36 to 49-year-olds and 19% of 50 to 65-year-olds. Younger consumers increasingly want choice, variety and the opportunity to personalise their coffee to match their tastes.
Most coffee drinkers get through at least two cups a day.
One cup of coffee a day is not enough for most people. In fact, while it’s a daily ritual for 85% of coffee drinkers, only 27% stick to just one cup a day. Fifty-nine per cent sink two or more cups a day: 27% have a couple; 16% drink three; 8% have four; and 8% get through five or more cups.
Coffee is absolutely central to many people’s daily routine. While the UK has historically been known as a nation of tea drinkers, Brits today drink more cups of coffee throughout the day than tea, and many consider coffee one of the hardest beverages to go without.
Coffee drinking is an all-day activity.
Coffee is synonymous with mornings, but it’s striking to see how many people reach for coffee at other times of the day. While 87% of coffee drinkers drink coffee in the morning, 51% also do so in the afternoon, and 30% have it in the evening.
A third of people say they can’t function without coffee.
Coffee is more than a casual cuppa for many people. For 31%, it is a passion. For the same proportion, it’s also a necessity: 31% say they cannot function in the morning until they’ve had coffee.
Coffee inspires strong emotions. People care where their coffee comes from, they’re keen to research different origins, strengths and formats, and they’re looking for ways to personalise their coffee.
Nearly half of people drink coffee to relax.
While 61% of people drink coffee to wake up or stay alert and 30% use it as a way of getting things done, 44% of coffee drinkers use it to relax and 39% treat themselves with it.
One of the biggest changes in coffee is its evolution from a largely functional category to one focused on lifestyle and enjoyment. With so many people turning to coffee as a treat and using it to relax, a key growth opportunity for retailers is ensuring ranges appeal to enjoyment and exploration.