‘Time for Tea... Or maybe a Coffee?!’ Research into hot drink consumption amongst the British public

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Instant is most likely to be drank daily by over 35 year olds Coffee pods are least likely to be drank regularly by over 55s

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28% drink ground coffee at least weekly and the same proportion drink coffee from a coffee shop weekly Around a third drink coffee from a pod with the majority doing so less often than weekly

Q8. In a typical week, how often do you drink these types of hot beverages? Base: All respondents: 2022

Instant coffee is clearly still the daily choice for almost half the country

3%

5%

8%

3%

46%

15%

8%

11%

8%

16%

10%

4%

9%

2%

2%

37%

14%

29%

19%

12%

35%

68%

43%

67%

23%

From a coffee shop

Coffee from a pod

Fresh ground coffee

From a vending machine

Instant

Daily Few times a week Only at weekends Less often than weekly Never

Almost a quarter of over 55s said they never drink standard tea

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Green, fruit and herbal teas are drunk by 12% on a daily basis Drinking tea at a coffee shop is much less common than drinking coffee

Q8. In a typical week, how often do you drink these types of hot beverages? Base: All respondents: 2022

Standard tea is the most regularly consumed type of tea – drunk by half the country on a daily basis

2%

12%

6%

52%

8%

13%

10%

13%

7%

7%

7%

4%

27%

16%

22%

9%

57%

52%

55%

22%

Tea from a coffee shop

Green/fruit/herbal tea

Premium tea

Standard tea

Tea

Daily Few times a week Only at weekends Less often than weekly Never

Those with no children at home and those aged 55+ are significantly more likely to say they never drink instant hot chocolate or hot chocolate from a coffee shop

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Consumption of hot chocolate from a coffee shop is in line with tea

Q8. In a typical week, how often do you drink these types of hot beverages? Base: All respondents: 2022

Hot chocolate is consumed daily by 7% of people

1%

7%

6%

11%

8%

11%

31%

33%

55%

39%

From a coffee shop

Instant

Hot Chocolate

Daily Few times a week Only at weekends Less often than weekly Never

Under 34s were significantly more likely to meet friends in coffee shops and enjoy the social element of visiting a coffee shop

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Just over a quarter believe that coffee shops have replaced going to the pub for lunch at the weekend

Q9. How much do you agree or disagree with the statements below? Base: All respondents: 2022

Half believe they can now replicate the quality and taste of coffee shops at home but the social element of visiting a coffee shop is still important to them

22%

21%

19%

27%

34%

41%

5%

7%

11%

8%

9%

11%

27%

28%

31%

34%

43%

52%

Coffee shops have replaced going to the pub for lunch at the weekend

I regularly meet friends in coffee shops to catch up and socialise

Hot drinks at home always taste better than those from coffee shops

Hot drinks from coffee shops are much better quality

I enjoy the social element to coffee shops

You can now replicate the quality and taste of coffee shops at home

Agree Strongly agree

Net Agree

Other responses include loyalty points, not having to wash up and the choice of snacks to accompany the drink.

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Having a wider variety and choice of drinks is something consumers are keen to replicate in the home

Q10. What do you wish you could take from your experience of drinking hot beverages outside your home and bring to your own home?

Base: All respondents: 2022

Respondents would most like to replicate the sensory elements of taste and smell in their hot beverage experience at home

27%

1%

5%

11%

14%

18%

18%

20%

26%

30%

35%

36%

Nothing

Other

The sound of the machines

The crockery used

The produce used

The presentation of the drink

The high quality machines

The extra ingredients such as syrups, different types of milk, toppings etc

The variety and choice of drinks available

Having the drink made for you

The smell

The overall taste

Tea is significantly more likely to be drank by females and those aged over 55. Coffee was more likely to be drank by males and those aged 35-54.

Those aged 25-34 were most likely to drink herbal teas © Harris Interactive

Fruit juices and cordials were the most mentioned drinks in the ‘other category’ accounting for 5% overall with these being most popular with 16-24 year olds

Q3. What drink, other than water, do you start your day with? Base: All respondents: 2022

Tea and coffee are equally as likely to be the first drink of the day

39%

37%

5%

2%

2%

8%

5%

Traditional tea

Coffee

Herbal tea

Energy drink

Fruit tea

Other

I tend not to have a drink in the morning/I only drink water in the

morning

Those aged 45 and above were most likely to say they would pay no more than 2pence per bag and those aged under 34 were most likely to be willing to pay more than 5pence per bag.

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One in ten respondents would be willing to pay up to 10pence per bag but just over a quarter said they would not pay more than 2pence per bag even though that is the current standard price

Q4. The current price of a standard tea bag is approximately 2 pence. How much would you be prepared to pay for a better quality cup of tea at home?

Q5. Do you care what shape a teabag is? Base: All respondents: 2022

Almost two fifths are willing to pay up to 5pence per teabag for a better quality cup of tea at home. Three-quarters have no preference for the shape of a teabag but

square teabags fared least well

11% prefer

75% have no preference

9% prefer

4% prefer

16%

1%

1%

1%

3%

11%

38%

27%

I do not drink tea

More than 40p

Up to 40p

Up to 30p

Up to 20p

Up to 10p

Up to 5p

No more than 2p

Men are significantly less likely to drink fruit and herbal tea, however they are not significantly more likely to agree with the statement that real men don’t drink these types of teas.

Under 24s and over 55s were the groups most likely to disagree with the statement

© Harris Interactive Q1. Do you drink fruit or herbal tea?

Q2. Do you agree with the statement: ‘Real men don’t drink fruit/herbal tea’? Base: All respondents: 2022

Two fifths of respondents said they drink fruit / herbal teas – with men least likely Only 13% agreed that “Real men don’t drink fruit/herbal tea”

41% drink herbal/fruit tea 59% don’t drink herbal/fruit tea

13% agree 87% disagree

Of those who do not currently own a Nespresso compatible machine, one in five say they would consider buying one. Over 55s are least likely to consider buying a machine

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Over half of those who own a Nespresso machine only use official Nespresso pods whilst two fifths use a variety of pods.

Q6. Do you own a Nespresso compatible machine? Base: All respondents:2022. Those with a machine: 198

Q7. Would you consider buying a Nespresso compatible machine? Base: All respondents: 1791

One in ten own a Nespresso machine : with under 34s most likely to own one

19% yes 60% no

21% don’t know

10%

90% Yes

No

Own a Nespresso machine

56%

40%

5%

Yes, and I only use official Nespresso pods

Yes, and I use a variety of pods

Yes, and I only use non-Nespresso pods

Appendix – Approach & Demographics

11 © Harris Interactive

• We conducted an online omnibus survey with 2,022 adults aged 16+ across England, Scotland, and Wales between 24th Sept and 30th Sept 2014

• The survey took place using the Harris Interactive online panel,

.....the Harris Interactive Global Omnibus.

• The Harris Interactive Global Omnibus consists of members of the general public who have opted in and voluntarily agreed to participate in online research studies. Through careful recruitment and management, we are able to rapidly

survey large numbers of the general population and accurately represent the views of the nation.

Approach and Panel

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Omnibus Audience – a representative sample

12%

9%

4%

9%

9% 16%

9%

5%

14% 13%

© Harris Interactive 13

• The results of the study were weighted to best reflect the size and shape of the population of the UK

• This means that the results in this report reflect an audience that is as true as possible of the population with the same age, gender and regional profile. The audience profile is detailed below.

• Of course not everyone in GB has internet access, but online panel research results are considered to be extremely accurate. In fact, according to the British Polling Council, Harris Interactive was the most accurate online polling company during the last UK elections in 2010: http://www.britishpollingcouncil.org/press100508.html

N/A

Gender Age

Region

49% 51%

12%

17%

19% 17%

35% 16 - 24 25 - 34 35 - 44 45 - 54 55+

Lucia Juliano | Head of Consumer & Retail Research | LJuliano@harrisinteractive.com 079 89 39 22 51 | 0161 242 1365 | 0161 242 1360

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