Perhaps surprisingly for a nation once renowned for its tea-drinking, consumers in Great Britain are some of the most likely to visit a café for their caffeine fix. They share this position with Italians and, amongst the eight countries analysed, are beaten only by people in Israel, where 75% of respondents visit coffee shops.
The research also reveals that the ongoing debate as to the virtues of instant versus filter coffee is alive and well. Whereas 86% of Italians drink ‘proper’ coffee, only 6% of them will consider using instant.
Israelis are the highest consumers of instant coffee at 80%, followed by Russians at 72%. Great Britain and Turkey scored low on the ground coffee scale, with 19% and 15% respectively. This research confirms that in GB people tend to go to coffee shops for the ‘real deal’ and are generally content with instant coffee at home.
“Drinking coffee, whether at home or in a café, instant or filter, is a global pastime,” says Tracy Allnutt, head of commercial development at Global TGI. “Global TGI provides brand owners with a flavour for how their marketing strategies should differ by country in order that they reflect the needs of the target market.”
Percentage visiting coffee shop
Percentage drinking filter / ground coffee
Percentage drinking instant
Source: Global TGI
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