Nestlé UK surveyed 2,000 people to get into the minds of coffee consumers and understand what truly drives their choices in this beloved category.
Surprisingly, one in five (19%) consumers admit they’re unsure about how coffee is produced, and a staggering 45% say it can be easy to forget that coffee is a natural product.
The research also uncovered the top influencers when shoppers are buying coffee, with price, coffee type, and flavor preference taking the lead. Following closely behind are roast level and aroma.
Environmentally conscious coffee drinkers are on the rise, with eight in ten (81%) agreeing that coffee companies have a responsibility to be environmentally friendly and socially responsible.
Brand loyalty is a major factor in the coffee world, with two thirds (67%) expressing their preference for sticking with brands they know. However, out of the 26% who like to explore different brands, a notable 30% would choose a new brand based on its eco-friendly practices.
On average, a coffee drinker enjoys a whopping 657 cups every year, and surprisingly, only 27% drink it for an energy boost, while 48% savor the warmth and comfort it brings.
When it comes to serving up coffee, preferences vary, with half of coffee drinkers enjoying their cup with a dash of milk, a third opting for a very milky brew, and 16% going for the bold choice of black coffee. Additionally, 42% choose to sweeten their coffee with sugar.
Nescafé coffee is a force to be reckoned with, with a whopping 264 cups being enjoyed every second in the UK. These delightful drinks are sourced from countries like Brazil, Vietnam, and Mexico before being processed in UK coffee factories.
As the world’s largest coffee buyer, Nestlé is making significant strides to ensure 100% responsible coffee sourcing by 2025 and has unveiled its Nescafé Plan 2030 to aid coffee farmers in adopting regenerative agriculture practices, reducing carbon emissions, and improving farm productivity.