Nestlé UK surveyed 2,000 people to understand what drives consumer choice in the coffee category.
One in five (19%) consumers say they’re unsure how coffee is produced; while 45% admit it can be easy to forget that coffee is a natural product.
The OnePoll research also explored what influences shoppers when they’re buying coffee – finding that price, coffee type and flavor preference are the most important factors. This is followed by roast level and aroma.
Eight in ten (81%) coffee drinkers agreed that coffee companies have a responsibility to be environmentally friendly and socially responsible.
Brand loyalty is important, with two thirds (67%) saying they like to stick with brands they know. But out of the 26% who say they like to explore different brands of coffee, 30% would choose a new brand based on how eco-friendly it is.
The average coffee drinker enjoys 657 cups every year. A surprisingly small percentage (27%) identified the drink for an energy boost – with a much larger 48% saying they value the warmth and comfort from the drink.
When it comes to serving up coffee, half of coffee drinkers enjoy their coffee with a dash of milk; a third take it very milky, while 16% drink it black. Around 42% choose to add sugar to their coffee.
264 cups of Nescafé coffee are drunk in the UK every second.
Nescafé’s coffee come from countries such as Brazil, Vietnam and Mexico: before being processed in coffee factories in the UK.
As the world’s largest coffee buyer, Nestlé has set targets to source 100% of its coffee responsibly by 2025 and has set out its Nescafé Plan 2030 to help coffee farmers adopt regenerative agriculture practices that will help them reduce carbon emissions and improve farms’ productivity.