Coffee-makers in search of instant new market
New research reveals that a generational divide exists in UK coffee consumption. According to analyst YouGov SixthSense, 83% of over 55s have drunk a cup of instant coffee in the last month compared to 67% of 18-24 year olds. Younger generations are more likely to choose alternatives such as a cappuccino (43%), a latte (39%) and an Americano (22%).
“What we are seeing is two very different coffee drinking cultures informed by two different consumer experiences,” observes James McCoy, research director for YouGov SixthSense. “The younger generation has grown up with Starbucks, Costa, Café Nero etc offering a more varied and comprehensive coffee menu. Also, young people are used to meeting with their friends at places like coffee. The previous generation hosted more and, therefore, was more inclined to resort to whatever was in the kitchen cupboard if and when a guest requested coffee.”
Starbucks’ recent foray into the instant coffee market reflects an industry-wide push to produce something closer to the taste of freshly brewed coffee in instant coffee form. “It is possible that moves by coffee house chains into the instant sector might see a slight rebalance in favour of instant in the home,” adds McCoy.
