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Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Why we did it
bull Bord Bia is looking to assist its Irish Fresh Coffee clients to identify opportunities to boost volume sales and increase usage frequency among Irish consumers
bull A key aim is to gain greater understanding of current consumer purchasing behaviour in both the retail and food service channels
bull The main Irish Coffee producers identified key objectives across both channels and these along with the need to identify potential NPD opportunities formed the basis for this research project
bull The following methodologies were used in order to answer all key objectives with the bulk of this report using the figures from the quantitative study
Desk Research
bullMintel Reports
bullKantar data
bullPrevious Pricing research amp Bord Bia Tea category
bullWeb trawl
Qualitative
bull4 focus groups with regular coffee buyers in home and out of home (2 x Dublin 2 x Cork)
bullPre-tasking of respondents to understand various aspects of usage frequency and innovations
Quantitative
bullNationally representative online survey to n=1000 regular buyers of fresh coffee in retail or regular buyers out of home
bull All research was conducted between July and September 2011
Why
Sample Profile - I(Base All Respondents n=1002)
Gender
Male
Female
Age
45-54
35-44
25-34
18-24
SocialGrade
ABC1
C2DEF
Region
ConnaughtUlster
Munster
Rest ofLeinster
Dublin
DependentKids
Yes
No
55+
The demographic profile above reflects a robust representation of both Retail and Out of home Fresh Coffee buyers
Sample Profile IIndash Lifestage
4
Young amp Free
18-34 No kidsNo mortgage
Early Settlers
18-34 MortgageNo Kids
Young Jugglers
Kids Oldest0-6 years
Established Families
Oldest kids6-15 years
Empty Nesters
55+
Mature Families
Oldest Child 16+
Young amp Free
Early Settlers Young
Jugglers
EstFamilies
MatureFamilies
EmptyNesters
Mid Age No Kids
35-54 No Kids
Middle AgedNo Kids
The lifestage segmentation provides a useful alternative view for profiling purpose
(Base All Respondents n=1002)
RETAIL SPECIFIC OBJECTIVES
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Why we did it
bull Bord Bia is looking to assist its Irish Fresh Coffee clients to identify opportunities to boost volume sales and increase usage frequency among Irish consumers
bull A key aim is to gain greater understanding of current consumer purchasing behaviour in both the retail and food service channels
bull The main Irish Coffee producers identified key objectives across both channels and these along with the need to identify potential NPD opportunities formed the basis for this research project
bull The following methodologies were used in order to answer all key objectives with the bulk of this report using the figures from the quantitative study
Desk Research
bullMintel Reports
bullKantar data
bullPrevious Pricing research amp Bord Bia Tea category
bullWeb trawl
Qualitative
bull4 focus groups with regular coffee buyers in home and out of home (2 x Dublin 2 x Cork)
bullPre-tasking of respondents to understand various aspects of usage frequency and innovations
Quantitative
bullNationally representative online survey to n=1000 regular buyers of fresh coffee in retail or regular buyers out of home
bull All research was conducted between July and September 2011
Why
Sample Profile - I(Base All Respondents n=1002)
Gender
Male
Female
Age
45-54
35-44
25-34
18-24
SocialGrade
ABC1
C2DEF
Region
ConnaughtUlster
Munster
Rest ofLeinster
Dublin
DependentKids
Yes
No
55+
The demographic profile above reflects a robust representation of both Retail and Out of home Fresh Coffee buyers
Sample Profile IIndash Lifestage
4
Young amp Free
18-34 No kidsNo mortgage
Early Settlers
18-34 MortgageNo Kids
Young Jugglers
Kids Oldest0-6 years
Established Families
Oldest kids6-15 years
Empty Nesters
55+
Mature Families
Oldest Child 16+
Young amp Free
Early Settlers Young
Jugglers
EstFamilies
MatureFamilies
EmptyNesters
Mid Age No Kids
35-54 No Kids
Middle AgedNo Kids
The lifestage segmentation provides a useful alternative view for profiling purpose
(Base All Respondents n=1002)
RETAIL SPECIFIC OBJECTIVES
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Sample Profile - I(Base All Respondents n=1002)
Gender
Male
Female
Age
45-54
35-44
25-34
18-24
SocialGrade
ABC1
C2DEF
Region
ConnaughtUlster
Munster
Rest ofLeinster
Dublin
DependentKids
Yes
No
55+
The demographic profile above reflects a robust representation of both Retail and Out of home Fresh Coffee buyers
Sample Profile IIndash Lifestage
4
Young amp Free
18-34 No kidsNo mortgage
Early Settlers
18-34 MortgageNo Kids
Young Jugglers
Kids Oldest0-6 years
Established Families
Oldest kids6-15 years
Empty Nesters
55+
Mature Families
Oldest Child 16+
Young amp Free
Early Settlers Young
Jugglers
EstFamilies
MatureFamilies
EmptyNesters
Mid Age No Kids
35-54 No Kids
Middle AgedNo Kids
The lifestage segmentation provides a useful alternative view for profiling purpose
(Base All Respondents n=1002)
RETAIL SPECIFIC OBJECTIVES
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Sample Profile IIndash Lifestage
4
Young amp Free
18-34 No kidsNo mortgage
Early Settlers
18-34 MortgageNo Kids
Young Jugglers
Kids Oldest0-6 years
Established Families
Oldest kids6-15 years
Empty Nesters
55+
Mature Families
Oldest Child 16+
Young amp Free
Early Settlers Young
Jugglers
EstFamilies
MatureFamilies
EmptyNesters
Mid Age No Kids
35-54 No Kids
Middle AgedNo Kids
The lifestage segmentation provides a useful alternative view for profiling purpose
(Base All Respondents n=1002)
RETAIL SPECIFIC OBJECTIVES
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
RETAIL SPECIFIC OBJECTIVES
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Discounter Qualitative Feedback
bull Regular coffee drinkers enjoy exploring new varieties and brands of coffeebull Surprisingly high level of trial of AldiLidl brands
bull Packaging and brands appear premium and exoticndash Usually French or Italianndash Benefiting from Halo effect of European coffee cultures
bull Strong endorsement for the quality of Lidl coffee especially amongst those that have trialled bull Leading to a high level of repeat purchase given value for money
bull Rather than rejection of Lidl brands itrsquos a brand in its infancy but those that buy it strongly emphasise its strength of flavour and its good price point
bull A challenge for Irish brands in the current market going forward
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
The threat from PL brands is further witnessed through consumers endorsement of experimentation with coffee types
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Recent Shifts In At Home Coffee Drinking Behaviour
Q11a) Would you say that you are drinking fresh coffee at home more oftenless often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
18-34 35-54 55+
More often 38 24 14
About the same 51 64 75
Less often 9 11 10
Dont know 2 1 1
1 in 4 feel they are drinking more coffee at home than 12 months ago Tends to reside in the younger age groups A further 1 in 9 feel they are drinking it less oftenhellip equally distributed across age
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Reasons For Drinking More Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same
LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
8
11
17
19
28
38
46Staying in more
Like fresh coffee moreat home in general
Having friendsfamilyaround more
Other people inhome drink it
Have more time
Coffee is moreaffordable nowadays
Other
18-34 35-54 55+
50 44 41
26 41 73
33 16 32
14 17 32
16 17 9
9 5 27
15 5 0
Key factor for higher consumption resides with staying in more and an increase in at home entertaininghellip notable among the more family life-stages
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Reasons For Drinking Less Fresh Coffee At Home
Q11a) Would you say that you are drinking fresh coffee at home more often less often or about the same as you did this time last year
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Total
MoreOften
About the same LessOften
DonrsquotKnow
Q11b) Which of these reasons best describes why are you drinking coffee more often in your home
10
7
8
17
39
43
18-34 35-54 55+
40 41 50
31 48 32
23 14 14
9 5 14
3 5 18
14 11 0
Becoming morehealth conscious
Other
Is too expensive
Too busynotenough time
Friends coming round less
Others in househave cut down
Its all about health concerns and the perceived cost involved for the 1 in 9 who report to drinking less fresh coffee at home nowadays
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
Expense and health considerations do register among a significant proportion of buyers
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Drivers of choice for Fresh Coffee - Retail(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
The strength of coffee (ie 1-5)
7
10
9
2
6
24
4
6
6
5
12
3
3
3
3
3
2
1
2
1
4
7
9
6
14
10
11
27
Any Important Least Most
24
8
7
2
1
3
1
0
-23
-4
-1
-7
-7
-4
Diff
43
37
37
49
43
4
51
53
57
53
55
65
67
100
Scaled
Promotionsspecial offers
Is fair-trade sourced
The lowest price
The origin of coffee(ie ColumbianJava etc)
What others in my household drink
The range of varietiesflavours available
Have a quality mark or logo
How it is packaged
Rainforest Alliance Certified
Environmental considerations
VarietySomething new
An Irish brand
Health considerations
The strength of coffee is the over-riding key driver of choice However the price attribute appears to split buyers But Fair Trade resides strongly despite a lsquomainstreamrsquo confusion over exactly what it is
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Attitudes Towards Fresh Coffee(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
Q124 Coffee is one of lifes pleasures
StronglyDisagree
SomewhatDisagree Neither
SomewhatAgree
StronglyAgree
Q128 I find coffee is generally expensive
Q129 I would like to experiment more athome with different coffee flavours
Q123 I love to try new types of Coffee
Q1210 The quality of coffee I buy ismore important than the price I pay
Q126 I would love toknow more about coffee
Q125 Coffee is an unhealthy choice
Q121 Coffee is a luxury for me
Q122 All Coffee brands are much the same
Q127 I do not have a lot of confidencewhen it comes to buying coffee
74
AnyAgree
62
62
61
58
55
37
32
19
24
In line with drivers attitudinally a majority of buyers endorse quality over price
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machines apparatus usage in home
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Love Irish Food(Base Total Sample n=1002)
Q27a) Are you aware or have you ever heard anything about the ldquoLove Irish Foodrdquo campaign
Q27b) And how important is the ldquoLove Irish Foodrdquo campaign when considering which Coffee brand to purchase
YesNo
Unsure
Yes byKey groups
Male 52
Female 64
18-34 61
35-54 59
55+ 50
1 in 10 feel the campaign is very important regarding brand consideration
Total
28
26
23
32
9Very important
Quite important
Neither
Not really important
Not at all importantDont Know
AnyImportant
Total 41
Male 36
Female 44
18-34 36
35-54 44
55+ 44
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Retail Specific Objectives
bull Performance of PL and Discounter brands
bull Behavioural changes over time
bull Drivers of purchase amp Importance of Ethics
bull Importance of Irishness and Love Irish Food campaign
bull Coffee machinesapparatus usage in home
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Fresh Coffee Equipment In Home And Regularly Used
Q9a) Which of the following items for making Fresh Coffee do you have in your homeQ9b Which of these that you have in your home do you use regularly
(Base All 3 Monthly + Fresh Coffee Buyers In Retail n=893)
CafetierePlunger
Filter Jug
Percolator
Plug inEspresso machine
Oven to Espresso Pot
Pod Machine
UseRegularly
Have InHome 18-34 35-54 55+
43 52 59
31 21 20
21 21 26
13 11 9
10 9 5
8 8 2
More niche coffee apparatus appear to have greater level of ownership among the younger life-stages
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
FOOD SERVICE SPECIFIC OBJECTIVES
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Coffee Type Penetration Out Of Home
Q15 Thinking now about drinking coffee outside of home which of these types of fresh coffee do you buy regularlyQ16 And if these types of fresh coffee which do you buy most often when you are out of home
Overall Cappuccino reported as most frequently purchased coffee type out of homehellip consistent across age groups
Cappuccino
Latte
Americano
Espresso
Filter coffee
Decaffeinated
Other
Most Often Type Purchased By Age Groups
18-34 35-54 55+
32 33 28
29 18 17
21 25 25
8 7 9
7 11 17
1 2 3
3 3 1
BuyRegularly
MostOften
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Coffee Location Penetration Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Sit in coffee shop most prevalent location out of home General convenience outlets much stronger traction among 18-54rsquos of lower social grade
RegularBasis
MostOften
Cafeacutecoffeeshop (sit in)
Cafeacutecoffeeshop (Takeaway)
Restaurant
Garage Forecourt
Convenience Store
Hotel
At work
Other
Most Often Location By Key Groups
Male Female ABC1 C 2 DEF 18-34 35-54 55+
35 54 46 43 36 44 63
18 18 18 18 28 17 5
6 5 6 5 4 3 13
16 10 11 16 14 16 4
12 5 7 11 10 9 5
3 2 3 1 1 2 6
8 5 8 4 8 7 4
2 0 2 1 1 2 2
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Drivers Of Location Choice For Coffee Out Of Home
Value for money
Any Important Least Most
16
15
13
8
1
2
3
6
-9
-4
-20
-13
-10
-9
Diff Scaled
Key drivers of choice around value type of coffee and convenience Other important drivers reside around the quality side (expertise and brand served)
(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Type of coffee served
The locationhow convenient it is
Speed of service
Expertise in coffee making
Interiorscomfort of the outlet
Ambiencesociability
Brand of coffee served
Range of products available
Loyalty card
Ethically sourced coffee
Free WIFI Available
Free enticements (eg books newspaper)
It is family friendly
As part of a meal deal
0
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Most Important Drivers Of Location Choice By Age Group(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
18-34 35-54 55+
Value for money 24 18 12
Type of coffee served 16 17 23
The locationhow convenient it is 15 18 16
Brand of coffee served 11 9 9
Expertise in coffee making 8 14 14
Speed of service 6 6 5
Interiorscomfort of the outlet 5 5 8
Ambiencesociability 5 5 11
Range of products available 3 2 2
It is family friendly 1 3 1
Free enticements (eg books newspaper) 1 1 0
Loyalty card 1 0 0
Ethically sourced coffee 1 1 2
Free WIFI Available 1 1 0
As part of a meal deal 1 0 1
Convenience consistently important to all ages with value more concerning for 18-34rsquos while again the more quality based attributes of type expertise interiors resonate stronger with older drinkers
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Importance of Coffee Roasting(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19a How the coffee is roasted is important to me
Strongly Agree
Slightly Agree
Neither
Slightly Disagree
Strongly DisagreeDont Know
Total
Overall strong endorsement of the importance of how the coffee is roastedhellip consistent across age groups
Agree
43
43
43
38
46
41
45
43Total
Male
Female
ABC1
C2DEF
18-34
35-54
55+
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Aware of bean type and interest in learning more(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19b Which if any of the following types of coffee beans have you ever heard of
Outside of Arabica there is little recall of other coffee bean types but there is a high level of interest in learning more about this
15
14
18
43
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont Know
InterestTotal
Arabica
Robusta
Kona
Dont know
None of these
Q19c To what extent are you interested in learning more about what type of coffee bean is served when buying coffee out of home
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Further referenced with the high endorsement of wanted to know more about how coffee is served in cafes
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Attitudes To Coffee Drinking Out Of Home(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q19d To what extent to you agree or disagree with each of the following statements other people have made about drinking Coffee out of home
Although price is a key concern to some in general the quality is more important to the majority
8
DonrsquotKnow
4
1
2
1
StronglyDisagree
SomewhatDisagreeNeither
SomewhatAgree
StronglyAgree
Q19d1 I prefer the coffee made bya barista to an automatic machine
Q19d2 Ireland has a lot to learnfrom other European countries onhow to deliver coffee out of home
Q19d3 I would like to knowmore about the coffee being
served to me in cafes
Q19d4 I find it difficult to replicatethe same coffee experience at
home that I get out of home
Q19d5 The quality of coffee I buy ismore important than the
price I pay Outside of home
Any Agree
Total 18-34 35-54 55+
54 57 54 47
67 61 68 75
64 61 66 63
60 58 59 64
57 49 58 67
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Price Generally Paid For Coffee Type At Location Type(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
The relative differential exists in the consumer mindset between the various coffee types and outlet
218
249
248
259
213
263
263
281
227
264
283
287
208
244
297
239
218
199
247
249
Average
Americano Cafeacute Sit in
Americano Cafeacute Takeaway
Americano Convenience store
Americano Garage Forecourt
Espresso Cafeacute Sit in
Espresso Cafeacute Takeaway
Espresso Convenience store
Espresso Garage Forecourt
Cappuccino Cafeacute Sit in
Cappuccino Cafeacute Takeaway
Cappuccino Convenience store
Cappuccino Garage Forecourt
Latte Cafeacute Sit in
Latte Cafeacute Takeaway
Latte Convenience store
Latte Garage Forecourt
Filter Cafeacute Sit in
Filter Cafeacute Takeaway
Filter Convenience store
Filter Garage Forecourt
ile 25 Median ile 75 Count
220 250 280 99
200 250 295 35
180 200 220 13
190 200 250 28
200 240 280 32
250 280 350 12
150 213 338 5
200 200 200 7
250 280 300 130
250 280 310 51
200 250 320 30
200 200 255 30
250 280 300 76
200 265 300 49
200 230 325 12
200 200 250 28
200 250 300 38
200 225 300 10
200 250 300 11
170 198 200 18
Caution ndash Small Base
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Food Service Specific Objectives
bull Overview of coffee types purchased out of home
bull Drivers of location choice
bull Coffee roasting and beans
bull Price paid out of home for coffee types by location
bull Education and influence of coffee shop
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Perceived Education Around Coffee And Interest In Learning More(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q24 To what extent do you feel you are educated about coffee
Total
Not educated at all
Educated a little
Educated a lotDont know
Total
25
14
15
45
19Very interested
Fairly interested
Neither
Not very interested
Not at all interestedDont know
Q25 To what extent are you interested in learning more about coffee
Any Interested in learning more by perceived current coffee education groups
Not educated at all 56
Educated a little 70
Educated a lot 79
With only 1 in 20 feeling they are very educated in coffee and a general interest in learning more ndash opportunity for Irish brands to introduce education to consumers
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Channels For Learning More About Coffee(Base All 2 Weekly + Out Of Home Coffee Drinkers n=882)
Q26 Which of the following ways would you be interested in finding out more about coffee
In store appears the key opportunity to engage consumers Website communication also potentially productive while Smartphone app appealing more to the younger audience
Through leaflets in store
18-34 35-54 55+
64 62 57
29 39 41
30 28 30
30 22 8
12 15 23
5 4 4
Total
Through logging onto a website(eg the Bord Bia website)
An interactive touchscreendevice in your supermarket
Via an APP for a SmartPhone
Attending a socialgroup about coffee
Other
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011
Coffee Consumer ResearchRetail amp Foodservice Channels
Republic of Ireland Market
OI ResearchSeptember 2011