New research has revealed that more than a third of British consumers are drinking less instant coffee at home than last year, as they increasingly turn to alternative methods of brewing such as cafetières and filters.
The survey of 1,100 consumers found that two thirds now purchase fresh roast and ground coffee, with 44% choosing a cafetière and 22% a filter to maker their coffee. It was carried out by Allegra Insight on behalf of coffee solutions provider UCC Coffee.
The survey additionally found that capsules are becoming the norm, with one quarter of consumers saying they have a pod machine at home. Regional variations in taste were highlighted in the fact that Londoners tend to opt for espresso at home, while instant coffee and capsules are most popular in the East of England.
But consumers are still after a brew that combines great taste, quality and price.
UCC Coffee UK & Ireland head of category and insight Phil Smith said: “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 £7.2bn, 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.”
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