Recession-hit coffee drinkers are ‘trading up’ from instant to premium coffees as they look to replicate a more sophisticated coffee shop experience at home.
Sales of coffee for the home increased by 17% between 2005 and 2009 according to market research company Mintel – with much of the boost being attributed to more consumers investing in roast, ground and premium varieties, which saw a 49% leap in growth over the same period.
Home coffee machines and espresso makers have also grown in popularity.
Premium coffee popularity
Mintel’s head of food and drink research Ben Perkins said: ‘While once Brits were happy to settle with a bog standard cup of instant, today the traditional cup of coffee has become increasingly sophisticated as roast, ground, instant premium and super-premium are being sought after more frequently by core users than in previous years.’
But it doesn’t look like caffeine lovers will be doing away with instant coffee altogether just yet – it still accounted for 80% of sales in 2009. Higher prices for raw coffee and production costs also contributed to the overall increase.
Which? expert coffee advice
Our lab test findings are essential reading for coffee fans. We’ve tested over 50 different coffee machines from brands including Bosch, Gaggia and DeLonghi and can reveal the top 22 coffee machines we recommend and the two Which? Don’t Buy coffee machines we think make the worst coffees.
We’ve also got advice on choosing the best coffee maker for your tastes.