New research has revealed that over a third of consumers are drinking less instant coffee at home than last year as they increasingly turn to alternative brew methods, such as cafetiéres and filters.
The survey of 1,000 consumers by UCC Coffee UK & Ireland, the total coffee solution provider, found that two in three consumers now purchase fresh roast and ground coffee with 44% choosing a cafetiére and 22% a filter to make their brew. Capsules are also becoming the norm, with one quarter of consumers saying they have a pod machine at home.
Phil Smith, head of category and insight, UCC Coffee UK & Ireland, comments: “With the coffee scene going from strength to strength, more people are looking to replicate what they enjoy on the high street in their own home. Our research indicates that consumers’ are open to exploring different coffees and willing to pay more for a quality coffee. And, with an abundance of artisan coffee shops and bars serving premium coffee through innovative filtering methods, including V60 or chemex, consumers are gaining confidence and experimenting with different brew methods for themselves.
“It’s evident that the nation is embracing the growing trend for the theatre of filter coffee – but one size doesn’t fit all! The coffee shop market has an estimated turnover of £7.2 billion, but still growing so, the shift in consumers’ favourite brews presents a big opportunity for retailers to offer a wider range of blends and single origins as well as equipment to serve it through. Creating regular promotions will also appeal to younger drinkers whose choice of coffee is heavily influenced by price promotions.”
Other results revealed regional taste differences, with Londoners opting for espresso at home, and instant coffee and capsules are most popular in the East of England.
The most important factors consumers consider when purchasing coffee is taste, quality and price.
The research of 1,112 UK consumers was conducted by Allegra Insight in April 2015 on behalf of UCC Coffee UK & Ireland.
UCC Coffee UK & Ireland, the total coffee solution provider, offers a range of branded and own-label coffee and equipment for at home, retail and foodservice.