Consumers Still Spending on Coffee
Aug-19-2011

Along with many other commodities, coffee prices have seen a huge hike lately. Up nearly 15 percent from a year ago, SupermarketGuru wanted to know how consumers' coffee drinking habits had changed. Knowing that coffee isn't necessarily a staple... it doesn't really fit into any food group - it could be expected that consumers curbed the habit... we surveyed the SupermarketGuru consumer panel to find out.

The plurality of the panel consumes two cups a day at 30 percent, followed by those who have three, 22 percent and those who drink four are right behind at 21 percent. A whopping 15 percent have five or more and 11 percent have one.

Saving money is definitely on the minds most shoppers - but the majority, three-quarters of the panel are still drinking as much coffee now as they were before the price hikes. And cup o' joe drinkers just don't want to give it up, 48 percent say they will not cut back despite rising prices, one out of 5 say they will cut back when prices rise 11 to 20 percent, about the same amount say they will cut back when prices rise 21 percent or more and 15 percent say they will cut back if they rise 10 percent or less.

Most of the SupermarketGuru panel are getting the best value on their Joe, drinking it at home, almost half say they drink 100 percent of their coffee at home, while 32 percent say they drink 75 percent at home.

As mentioned above, consumers most often purchase coffee in the supermarket (76%), while specialty coffee shops like Starbucks, Dunkin' Donuts, and the like, attract 38 percent of coffee shoppers, restaurant attract 24 percent and online, diners/ coffee shops, gourmet stores, and convenience store attract the rest.

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Posted by Ken at 12:00 AM - Link to this entry  |  Share this entry  |  Print