Coffee Consumption Habits

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Coffee Consumption Habits - Brazil

Consumers in Brazil spend, on average, $224.73 on coffee per capita. The number of cups of coffee per capita in Brazil is 777.6, with millennials consuming about 3.7 cups of coffee daily.

COFFEE CONSUMPTION HABITS IN BRAZIL

DOMESTIC CONSUMPTION

PRICE AND AVERAGE SPEND ON COFFEE

CONSUMPTION PER CAPITA

CONSUMPTION BY AGE

  • Millennials between the ages of 18 and 24 consume a lot of coffee in Brazil, China and the U.S.A.
  • Brazilian Arabica coffee is famous in the Philippines, and millennials are willing to pay PHP100 or more for coffee.
  • 89% of senior Brazilian consumers have coffee daily.
  • Among persons 16 – 20 years old, 49% have 3.7 cups of coffee daily.

Research Strategy

To answer the question about coffee consumption habits in Brazil by ages, we first looked through statistical reports such as Statista, Graphic Maps, and SBS. We found information such as yearly cups of coffee per capita, cups consumed per day, and average spend but this information was not segmented by age.
Next, we searched through organizational sources that were specific to coffee or coffee consumption in Brazil with the hope of finding age-specific information such as preferences. We used sources such as International Communicaffe and National Coffee Association Blog. However, the information found was not specific to age but were useful in answering other parts of the question. We also attempted to find information that could be used for triangulation or grouping from Cecafe 20 Brazilian Coffee Exporters Council, but this too was unsuccessful.
Again we expanded the scope in terms of date of sources, anticipating that older sources of information would have age segmented information that could be used in the current research as a guide or to serve as a proxy/benchmark to group the information that was already found. This was also unsuccessful.
Having expanded the scope, in our next step we turned to research databases such as NCBI, Cambridge, among others and we found that the preferred method to prepare coffee was filtered/instant and the population that participated in the research had a 0.5% consumption of cappuccino and 0.1% consumption of espresso coffee. However, this information was far too old to be included because it was published in 2015, but the survey results were from 2008 to 2009. All useful information found that are relevant to this research was provided.
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Coffee Consumption Habits - Russia

On average, per capita coffee consumption in Russia is about 1.43kg or 101 cups of coffee. Concerning total population figures, per person revenues of stands at $26.49 in 2019. Russians, on average, drink about four cups of tea every day, with millennials consuming coffee the most in Russia (64.1%).

COFFEE CONSUMPTION HABITS IN RUSSIA

PER CAPITA COFFEE CONSUMPTION:

  • Based on three separate sources:
  • The per capita consumption of coffee is currently around 1.7kg or over 120 cups of coffee annually.
  • On average, per capita coffee consumption stands at 0.9kg in 2019.
  • According to an article published by International Communicaffe in 2018, "consumption has doubled since 2000, reaching 1.7kg per capita per year."
  • Therefore, based on the above, the average figure for per capita coffee consumption in Russia would be about (1.7 + 1.7 + 0.9 / 3) = 1.43 kg
  • Also, as 1.7 kg = 120 cups of coffee (approximately), 1.43 kg would be = (120/1.7) * 1.43 = 101 cups of coffee per year.
  • Russians, on average, drink about four cups of tea every day.
  • Among Eastern European countries, Russia consumes the most coffee in volume terms, as of in 2015; the total volume of consumption of this drink across the country amounted to over 35 billion cups.
  • At the same time, per capita consumption of coffee in Russia remains one of the lowest — only 245 cups per year, whereas the average figure for Eastern Europe equals 324 cups.
  • St. Petersburg citizens drink one or two cups of coffee every day "and are jokingly called 'coffee pots.' Moscow citizens are 'tea pots,' as they tend to drink more tea."

MONEY SPENT OR THE REVENUE GENERATED PER PERSON, AND PRICE OF COFFEE IN RUSSIA:

  • Concerning total population figures, per person revenues of stands at $26.49 in 2019.
  • The retail price of roasted coffee was $7.84 per pound in 2017.
  • As Russians are increasingly price-conscious, consumers are willing to pay eight to ten times more per cup of coffee in an out of the home setting.
  • A cup of high-quality instant coffee at retail costs 4-5 rubles.
  • Homemade premium ground coffee costs about 12 rubles per cup, compared to a Cappuccino, which goes for between about 100 rubles per cup to as high as 300 rubles.

COFFEE CONSUMPTION PREFERENCES:

  • Russia is primarily a tea-drinking market.
  • Instant coffee is currently the primary type of coffee preferred by Russian consumers.
  • Although about 85% of coffee consumed in Russia is soluble, most consumers believe that roast and ground coffee (called R&G) is superior to instant coffee.
  • They usually add sugar; about 83% of coffee consumed in Russia is made with sugar.
  • Russian consumers continue to believe firmly that roast and ground coffee is inherently superior while purchasing soluble because of convenience.
  • In Russia, around 85% prefer instant coffee to coffee beans, with Cappuccino being the most common drink in Russian coffee houses.
  • "Russians mostly brew coffee in Turkish brewing pots called jezves, in Moka pots, or coffee plungers and like to add some milk, cream, spices, chocolate, berries, lemon, or liqueur."
  • In 2018, for the third consecutive year, the share of private labels' in coffee declined continuously in both retail volume and value terms as major players offered lower prices on their brands. As a consequence, consumers often chose well-known brands, which they perceive as offering higher quality for the same price.

RUSSIANS VISITING CAFÉS:

  • In 2013, 18.1% of Russians visited cafés — making them second only to fast-food restaurants in popularity. Currently, there are roughly 5,200 cafés in Russia.
  • Market analysts have stated that 65% of residents from 18 to 54 years of age from cities with a population of more than 100,000 visited cafés in 2013.

COFFEE CONSUMPTION HABITS IN RUSSIA BY AGE (MILLENNIALS):

  • Coffee is the favorite drink for the majority of millennials. According to a market survey by Euromonitor on consumer behavior in 15 countries, 55.6% of 16-25-year-olds chose coffee as their favorite drink.
  • In such countries as South Africa (74.1%), Turkey (68.4%), India (65.9%), Russia (64.1%), Colombia (62.5%), Mexico (59.6%), Philippines (57.5%), and Brazil (56.6%), the percentage of millennials preferring coffee is very high.

COFFEE CONSUMPTION BY AGE (HELPFUL DATAPOINTS FROM A 2002 SURVEY):

  • Based on a survey of 308 Russian cities done in 2002 by Analytics-Russia:
  • 87% of Russians drink coffee.
  • 10% of urban residents prefer coffee to tea.
  • 39% of urban residents have coffee once a day or more frequently, and over 50% have it at least twice or thrice per week.
  • Russians who rarely take coffee are part of two main age groups: "young people up to 20 who spend most of their free time at home; and people over 50 who are concerned about their blood pressure."
  • Income level impacts on coffee consumption as high-income families drink coffee more regularly.
  • "Moscow, St. Petersburg and other major cities with populations over a million have the highest coffee consumption rate, while small towns below 100,000 have the lowest."

HOW RUSSIANS DRINK THEIR COFFEE

  • 85% of the sample in the survey use sugar with their coffee, 65% add natural milk or cream, 20% add powdered milk or cream, 25% have their coffee with lemon, and only 5% use sugar substitutes.
  • Eighty percent of Russian coffee drinkers prefer instant coffee; 29% use natural coffee, 23% use both natural and instant coffee, 57% use only instant coffee, and 6% of the sample use only natural coffee.
  • One in every five urban residents (22%), buys their coffee in beans, 12% buy ground coffee.
  • 57% of coffee bean users and 62% of ground coffee users are women.
  • Nescafe is the leading brand of instant coffee on the market; voted their favorite by 70% of people surveyed, followed by Pele, which is preferred by about a fifth of urban consumers.
  • Tchibo was rated third at 17%, 9% voted for Moccona, and every 12th urban consumer drinks Jacobs.
  • The top natural coffee brand is Arabica; 44% use Arabica beans, and 25% buy it pre-ground.
  • Notably, consumers do not usually make a distinction between Arabica, the coffee style, and Arabica, the brand. 41% of coffee bean users and 38% of ground coffee users have no distinctive brand loyalties.
  • About a third of coffee lovers buy them as a coffee substitute to control their caffeine consumption, a fourth buy them for the taste; and a fifth buy them because they are cheap; the highest percentage of coffee-based beverage users are in the low-income group.
  • Only 8% of Russia's urban residents have decaf coffee regularly; more than 50% drink regular coffee.

ADDITIONAL INFORMATION

  • In the US, for instance, people drink three times as much coffee as tea; in Russia, the ratio is almost exactly reversed.
  • Two-thirds of all Russian coffee-drinkers are citizens of Moscow and St. Petersburg.
  • As the number of fresh coffee drinkers in Russia rising yearly, the number of instant coffee drinkers decreases.
  • Up to 100% of coffee in Russia is imported, the leading suppliers being Vietnam, Brazil, and Indonesia.
  • According to estimates, the number of regular coffee drinkers in Russia has grown from 68 million in 2000 to 94 million people last year. The latter figure translates to around 60% of its population.
  • Revenue in the Coffee segment amounts to $3.86 million in 2019, with an expected CAGR of 10% between 2019 and 2023.
  • The market's largest segment is the Instant Coffee segment, with a market volume of $2.52 million in 2019.
  • 94% of all Russians are tea drinkers. The nation is the world's second-biggest tea market and the eighth largest coffee market globally.
  • Tea strongly remains the hot drink of choice for Russians. However, since the turn of the millennium, coffee has been making significant inroads into Russia.

RESEARCH STRATEGY

In order the find the statistics for the coffee consumption habits among different age groups in Russia, we first looked through market research reports and statistical databases such as Statista, Euromonitor, Market Research.com, and PR Newswire and found the per capita consumption and per person revenue from Statista. The source also provided some other relevant details for the Russian coffee market, but there was no focus on the age groups of consumers.

Our second strategy was to find out the reports and articles for coffee trends in Russia or consumer preferences for coffee in Russia. We hoped that the trend and preference analysis would provide info by consumer generation such as millennials preferences or what is preferred by youth. So, we decided to look into various media articles, credible blogs, and news releases such as Russia Knowledge, Coffee Business Intelligence (COFFIBI), CNN Travel, Washington Post, Russian Food&Drinks Market Magazine, Russia Beyond, and RadRussia. These sources provided various helpful info, which we included in our findings above. However, none of these sources provided coffee consumption habits in Russia by age.

Next, we looked through the Global Consumption Database, which provides global consumption data for each industry/ products for each country in the world. It also has data for "Coffee, Tea, and Cocoa" consumption in Russia. However, it did not provide a breakdown by age, and the figures were clubbed for the three products and not separated into coffee alone.

We also tried looking for any paid report, if available, which could provide the required information, and found one published by PR Newswire. This paid report provides coffee consumption trends by demographics, including millennials, and Gen X in Russia.

Through our research, we learned that Russians are old-time tea drinkers; they prefer tea to coffee. However, the trend is now changing, and their coffee consumption has increased in the past years. Also, multiple coffee shops and cafes have opened in Russia in the recent past. As Russians prefer tea more to coffee, this could be the reason for the limited availability of age-wise data for coffee consumption. Besides, the available data is behind paywalls.

During our research, we noticed that some old reports and articles provide relevant info about coffee consumption among Russian consumers based on the type of coffee and more. So, we decided to dig into the old sources and found an article published in 2013, which provided some info on millennial's coffee habits in Russia. In addition to this, we found a comprehensive survey reported in an article published by Russian Food&Drinks Market Magazine. The website quoted an old survey from 2002, which seems to be the only publicly available survey for coffee consumption by age in Russia. However, this is a comprehensive survey report that gives some insights into coffee consumption habits in Russia. So, in the absence of any recent data, we decided to provide this source as alternative data to support our findings.

Therefore, after an extensive search, we have established that there are no publicly accessible reports or article which provide the coffee consumption habits among different age groups in Russia. Only one market research report was found, which was behind paywalls, so, it was not accessible. To provide some insight into the coffee consumption habits among different age groups in Russia, we have provided data from an old survey as an alternative approach.
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Coffee Consumption Habits - Mexico

In Mexico, millennials have an increasing demand in coffee consumption. Soluble coffee accounts for 60% to 65% of total consumption. In a year, the average coffee consumption is between 1.3kg to 1.5kg per capita and the average spend is $21.14 per capita.

COFFEE CONSUMPTION HABITS IN MEXICO

  • The millennial population has an increasing demand for coffee consumption in Mexico. Due to the country's increasing job opportunities and improved economy, different types of coffee are becoming more affordable to younger coffee consumers.
  • Percent share of consumers who drink coffee daily: 55%
  • Percent share of morning coffee drinkers: 68%
  • Percent share of consumers who drink coffee at work or at school: 51%
  • Percent share of consumers who drink coffee occasionally: 35%
  • About 60% to 65% of the total consumption is for soluble coffee.
  • Ground coffee and soluble coffee are the top two variants when it comes to domestic use of coffee in Mexico.
  • Among consumers with lower income bracket, soluble coffee is more popular.
  • Specialty coffee sector is more popular to consumers with higher income bracket.
  • Middle-income consumers look for options other than the country's domestic soluble coffee brands while high-income consumers prefer imported and value-added coffee brands.

COFFEE CONSUMPTION PER CAPITA

  • Based on the Global Agricultural Information Network (GAIN) Report from the USDA Foreign Agricultural Service for Mexico in May 2019, the average annual coffee consumption in Mexico ranges between 1.3kg to 1.5kg per capita.
  • The annual coffee spend in Mexico per year is $21.14 on average per capita.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY:

We initially checked industry and market reports with qualitative and quantitative information pertaining to coffee consumption habits in Mexico since these reports include segmentation into different subcategories where we could find age groups or generation. We checked sites such as PR Newswire, Euromonitor International, ResearchGate, and Statista. But most reports presented a high level view of the market and consumption details. Other reports that are segmented by subcategories are found to be behind pay wall like the one from PR Newswire.

Subsequently, we searched for the top coffee consumers in the world on sources such as World Atlas and Caffeine Informer among others, hoping that Mexico could have been included in any of the reports since 2018. We discovered that Mexico is in the 11th position when it comes to the world's top organic coffee producers. However, Mexico wasn't included in the top 50 coffee consumers in the world.

Further, we broadened our scope and looked for data that was older than two years. We decided that if the data was available by generation/age group, we can use the findings to triangulate the information based on the growth rate (or decline) of coffee consumers in Mexico for a certain period. Nevertheless, this search attempt proved to be futile as well.

Our next approach was to look for survey reports and polls in regard to coffee consumption in Mexico, old or new, as this can provide findings and statistics for the consumption habits of coffee drinkers by age/generation. But, most reports were US-specific and covered other regions such as Europe, Australia, and Asia as a whole, and no report was specific to Mexican consumers alone.

Additionally, due to the fact that Mexico is not included in the top 50 coffee consumers in the world, we finally shifted gear and focused more on medical research and studies related to coffee consumption and habits in Mexico in sources such as Semantic Scholar. The idea behind this attempt was to see if there are health-related concerns/factors/issues that would explain our initial findings as to why Mexico is not included in the top coffee consumers. We found that in Mexico is one of the countries with high prevalence of diabetes and people associate drinking coffee to type 2 diabetes mellitus. This could be one of the reasons why not many research studies have been conducted on this subject. And, this could also explain why Mexico is not among the top countries which consume coffee customarily.
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Coffee Consumption Habits - Germany

Germans aged 46+ drink over twice as much as coffee as those aged 18-35. Though the per capita coffee consumption among younger adults is lower, they are more inclined to try a variety of coffees. A quarter of the coffee in Germany is consumed outside the home.

CONSUMPTION HABITS

  • Germany is the third-largest coffee market in the world and accounts for 20% of global exports. The average German consumes 150 liters (in 2012) of coffee every year; this translates to 1.43 cups per year.
  • Another estimate puts the average annual coffee consumption at 165 liters (in 2013), as against 140 liters of water and 107 liters of beer.
  • The per capita coffee consumption in Germany is 5.5 kg and the per capita spend is $263.90. Eighty-six percent of Germans drink coffee regularly.
  • Germans aged 18-35 consume an average of 435 cups (US cups) a year and spend $181 doing so.
  • Germans aged 36-45 consume an average of 798 cups (US cups) a year and spend $332 doing so.
  • Germans aged 46+ consume an average of 880 cups (US cups) a year and spend $336.5 doing so.
  • Coffee machines are considered a lifestyle indicator and status marker among 27.9% of young adults aged 18-29 and 17.7% adults aged over 50.
  • Adults aged 18 to 39 prefer drinking coffee at home or on the go, while those aged 50+ prefer drinking coffee outside the home. Out of home coffee consumption has a 25% share of the market (overall).
  • In Hamburg, a third of the population aged 18-29 are "rediscovering the trend of having coffee and cake in the afternoon". The 50+ generation follows second to them.
  • In Berlin, young coffee drinkers like to try varieties of coffees and both young and old coffee drinkers meet up with friends in neighborhood cafes.
  • Three in five (59%) Germans aged 16-24 and like trying different coffee flavors such as hazelnut and vanilla versus 34% 45-54-year-olds.
  • Fifty percent of Germans are willing to pay more for premium coffee and novel experiences associated with it. This is particularly a trend in urban Germany.
  • Eighty-five percent of Germans aged 46+, 77% aged 36-45, and 42% aged 18-35 drink coffee on a regular basis. The percentage of 18-35-year-olds who drink coffee regularly decreased from 62% to 42% between 2013 and 2018.

RESEARCH STRATEGY

In order to fulfill this request, we looked for the required information in research reports by agencies such as Mordor Intelligence, Technavio, and Mintel; statistical databases like Statista; coffee manufacturing company websites like that of Nestle's; however, none of the sources proved useful. While Statista provides the percentage of coffee drinkers by age bracket, it did not provide spend and consumption data. The research reports we came across are largely behind paywalls and only provide broad overviews of the market. We were able to gather data for the general German population from these sources. Given the above limitations, we triangulated the required data based on some assumptions.

TRIANGULATION

Population, ages 0-14, total: 10,812,326
Female population 15-19: 1,961,153
Male population 15-19: 2,083,190
Total number of individuals aged 15-19 = 4,044,343
Total number of individuals aged 15-17 = 3*4,044,343/ 5 = 2,426,606
Total number of individuals aged 18 and 19 = 2*4,044343/ 5 = 1,617,737
Female population 20-24: 2,188,160
Male population 20-24: 2,337,758
Total number of individuals aged 20-24 = 4,525,918
Female population 25-29: 2,530,019
Male population 25-29: 2,653,038
Total number of individuals aged 25-29 = 5,183,057
Female population 30-34: 2,624,555
Male population 30-34: 2,700,928
Total number of individuals aged 30-34 = 5,325,483
Female population 35-39: 2,448,425
Male population 35-39: 2,505,146
Total number of individuals aged 35-39 = 4,953,571‬
Total number of individuals aged 35 = 4,953,571‬/ 5 =990,714
Total number of individuals aged 36-39 = 3,962,857
The number of people aged 18-35 in Germany = 1,617,737 + 4,525,918+ 5,183,057+ 5,325,483+ 990,714= 17,642,909
Female population 40-44: 2,443,353
Male population 40-44: 2,492,837
Total number of individuals aged 40-44 = 4,936,190
Female population 45-49: 3,098,345
Male population 45-49: 3,162,424
Total number of individuals aged 45-49 = 6,260,769
Total number of individuals aged 45 = 6,260,769/ 5 = 1,252,154
The number of people aged 36-45 = 1,252,154 + 4,936,190 + 3,962,857 = 10,151,201
Population aged 46+ = 82,695,000 – 10,151,201 – 17,642,909 – 10,812,326 – 2,426,606 = 41,661,958
Total Population: 82,695,000
The total coffee consumed in 1 year in Germany (assuming consumption by occasional coffee drinkers is insignificant)= 82,695,000 *150 liters = 12,404,250,000‬ liters
Assuming that all regular drinkers in Germany consume the same amount irrespective of age,
The average amount of coffee consumed annually by a regular drinker = The total coffee consumed in 1 year in Germany / Total number of regular drinkers = 12,404,250,000/ (42% * 17,642,909 + 77%* 10,151,201 + 85%* 41,661,958) = 245 liters

Assuming that all regular drinkers consume the same amount of coffee (245 liters) irrespective of age,
The per capita consumption of 18-35-year-olds = 42% * 17,642,909 * 245/ 17,642,909 = 102.9 liters = 434.9 cups per year (~435 cups)
The per capita consumption of 36-45-year-olds = 77% * 10,151,201 * 245/ 10,151,201 = 188.7 liters = 797.6 cups per year (~798 cups)
The per capita consumption of 46+-year-olds = 85% * 41,661,958 * 245/ 41,661,958 = 208.3 liters = 880.4 cups per year (~880 cups)

The per capita spend on coffee = $263.9
Therefore, the amount spent on 150 liters of coffee = $263.9
The per capita spend of 18-35 year olds on coffee = 102.9*$263.9/ 150 = $181
The per capita spend of 36-45 year olds on coffee = 188.7*$263.9/ 150 =$332
The per capita spend of 46+ year olds on coffee = 208.3 *$263.9/ 150 = $366.5

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Coffee Consumption Habits - Canada

According to the Coffee Association of Canada, 72% of Canadians drink coffee, with each consumer drinking 3.2 cups every day. The average Canadian coffee consumer spends $626.75 on coffee every year, with consumers aged between 18 to 34 spending $24.76 on coffee every week.

COFFEE CONSUMPTION IN CANADA

  • According to World Atlas, Canada ranks tenth in the world's top ten coffee consuming nations.
  • The coffee consumption is presented in kilograms of dried bean per capita, and Canadians consume 6.5 kg of coffee per person per year.
  • According to Statista, some 4.72 million 60-kilogram bags of coffee were consumed in Canada in one year (2018-2019).
  • According to 2017 data from The International Coffee Organization, Canadians consume 6.2 kg of coffee per person every year.
  • As per 24-hour drinking study carried out on Canadians by the Coffee Association of Canada, the following statistics hold:
    • 72% of Canadians aged between 18 and 79 drank coffee, making it the most consumed beverage by Canadians.
    • 82% and 87% of Canadians aged 18 to 79 drank coffee the past week and past, year respectively.
    • Coffee drinkers and non-drinkers consumed an average of 2.3 cups of coffee per person.
    • Coffee drinkers consumed an average of 3.2 cups of coffee per person per day.
  • According to data from Statistics Canada, the following statistics on coffee consumption in Canada hold:
    • 14.4% of Canadian males aged between 14 to 18 drank coffee, with each consumer consuming an average of 371 grams.
    • 17.4% of Canadian females aged between 14 to 18 drank coffee, with each consumer in this age range consuming an average of 304 grams of coffee a day.
    • 64.3% of Canadian males aged between 19 and 50 years consumed coffee, with each consumer drinking about 554 grams of coffee.
    • 57.6% of Canadian females aged from 19 to 50 consumed coffee, with each consumer drinking 449 grams of coffee.
    • 73.3% of Canadian aged between 50 and 71 drank coffee in Canada, with each consumer drinking 520 grams of coffee.
    • 73.6% of Canadians over the age of 71 consumed coffee with the average consumption in this age range being 411 grams.
  • According to the Coffee Association of Canada, consumers aged between 65 to 79 prefer traditional coffee while specialty coffee beverages are preferred by Canadian consumers aged between 18 and 49.
  • Canadian millennials prefer coffees that are ethically sourced.
  • As per the coffee association of Canada, the likelihood of consumers drinking coffee during the past-day is as follows: ages 18 to 24: 58%, ages 25 to 34: 63%, ages 35 to 49: 68%, and ages 50 to 79: 73-76%.

MONEY SPENT BY CANADIANS ON COFFEE

  • According to a survey, 22.31% of the survey respondents spent between one and nine Canadian dollars on coffee to use at home, while 6.11% of the respondents stated that they spend more than 100 Canadian dollars a month on coffee to use at home.
  • As per Statista, the coffee spend per capita (per person) is $626.75 in Canada.
  • Canadians aged between 18 and 34 spend $24.76 per week on coffee.

RESEARCH STRATEGY:

To provide coffee consumption habits among different age groups in Canada, we first searched through Statistics portals such as World Atlas and Statista, news sites such as The Telegraph for publicly available information on the total consumption of coffee in Canada, as well as the breakdown by ages. This search yielded data on the amount of coffee consumed in Canada per capita per year. None of the sources we surveyed further broke down the data into ages or by money spent on coffee.

We then searched for the specifics in various coffee industry authority publications and associations such as the Coffee Association of Canada (CAC), the International Coffee Association, and Coffee Business Intelligence. However, most of the information from the Coffee Association of Canada focused on the general information such as the percentage of Canadians who consume coffee, the market size of the Canadian coffee industry, the number of cups an average Canadian drinks in a day. However, there were no specifics in terms of coffee consumption or coffee spend by age. The International Coffee Association and Coffee Business Intelligence either linked back to CAC or had information not relevant to this request.

We then decided to search beyond the recommended two-year recency standards as the most recent data was barely specific. We searched through the archives of Statistics Canada, where we retrieved data that had been compiled in 2015 but was published in 2019, implying that this was the most recent data available. The sources from Statistics Canada provided the coffee consumption in grams broken down into age ranges. We also found a source that highlighted the amount of money millennials spend on coffee in Canada every week.
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Coffee Consumption Habits - Australia

Australia is ranked 42nd in the world for coffee consumption at 3kg per capita. Coffee consumers in the country spend an average of $1522 on coffee every year. 33% of Gen Y and 30% of Gen X consume coffee daily in Australia.

COFFEE CONSUMPTION IN AUSTRALIA

  • Coffee consumption in Australia is regarded unanimously as a social affair.
  • Based on a report by Squareup, the sale of the cappuccino coffee brand "increased from 12% to 19% making it the best-selling coffee brand in Australia."
  • The report also highlighted that Coffee drinkers who prefer espresso coffee are the" most likely to purchase their coffee from a cafe."
  • In addition, More than three-quarters of "espresso coffee drinkers", prefer to make their coffee at home on an average weekday.
  • In Australia, 81% of her citizens voted in favor of coffee breaks in a workplace as they feel that this facilitate better communication between colleagues.
  • On average, Australians consumed around 1.92 kilograms of coffee per person.
  • Also, 75% of Australians consume coffee daily, while 28% consume three or more cups per day.
  • Additional data shows that the majority of Australians prefer to make their coffee at home. This data represents 84% of Australia's coffee consumers.

AGE SEGMENTATION

  • According to data by McCrindle, "33% of Gen Y and 30% of Gen X consume coffee daily in Australia."
  • The country's younger generations show a greater coffee dependency when compared to the older age groups.
  • 45% of the silent generation which "represents those born between 1925 and 1945" consume coffee for relaxation purposes only.
  • Also, data from the McCrindle study show that the country's younger generations prefer to purchase coffee from a cafe when compared to other age groups.
  • A breakdown of this data show "61% of Gen Z, 53% of Gen Y, 36% of Gen X, 33% of Baby Boomers, and 26% of Builders" prefer purchasing their coffee from a cafe.[3]

MONEY SPENT BY AUSTRALIANS ON COFFEE

  • According to a survey, the" average cost of coffee in Australia" is between $3 and $6.
  • 54% of coffee consumers in Australia chose to pay with card while 46% prefer paying with cash when purchasing their coffee beverages.
  • The average coffee consumer in Australia spends over $1522 on coffee every year.
  • The annual revenue of the Australian coffee market is estimated at $1.4 billion in 2017.
  • In Australia, about 4 in 5 persons spend money on a coffee purchase weekly.
  • The money generated per person for coffee sales in Australia is $229.80.

ADDITIONAL FINDINGS

  • 4.5% of children aged 2 to 18 years consume coffee in Australia.
  • 56.1% of Australians consume an average of at least a cup of coffee weekly.
  • 69.6% of baby boomers consume coffee weekly. This represents the highest consumption of coffee among age groups in Australia.
  • Furthermore, additional data show that 67.3% of older baby Boomers consumer coffee at least once a week.

RESEARCH STRATEGY

To provide data on coffee consumption habits in Australia, we first searched through Statistics portals such as World Atlas and Statista for publicly available information on the total consumption of coffee in Australia, as well as the breakdown by age group. This search yielded data on the amount of coffee consumed in Australia per capita and the revenue of the Australian coffee market.

Next, we searched survey and research databases for information on the coffee consumption habits among different age groups and the average amount of money spent on coffee annually. Here, we found research conducted by McCrindle and Squareup that provided statistics on some of the requested information which has been provided in our research.

Furthermore, in the course of using the McCrindle study, we could not ascertain the reporting year of publication of the study. To provide credibility to the study, we searched and found multiple sources that have recently used the study as a guide to provide reports on the Coffee Consumption Habits in Australia. Based on the multiple sources that have cited the study as a recent study, we have gone ahead to use data from the study to provide additional findings in our research.

We could not find age-specific data on the number of coffee cups consumed in a year and the amount of money spent on coffee in a year. We first tried to identify this information by searching through statistics portals such as World Atlas, Statista, Knoema, Gallup, and Data Market for this information. Through this method, we were able to identify the coffee revenue in Australia on statista, but no additional information was available on breakdown by age groups.

Next, we searched through government websites to try to identify any information on coffee consumption habits among different age groups. Here we found a report on the Australian Bureau of Statistics that provided information on the number of people in each age group that consume coffee. However, an additional breakdown of this report to include yearly consumption and amount spent on the coffee purchase was not included.

Furthermore, we expanded the scope of our research to cover surveys or publications carried out within the last five years to try to identify reports or data points we could use to triangulate data on coffee consumption habits among different age groups. We also tried to find reports and articles for coffee trends in Australia or consumer preferences for coffee in Australia. We hoped that the trend and preference analysis would provide info by consumer generation such as millennial's preferences or what is preferred by youth. We searched through various media articles, credible blogs, and news releases such as CNN Travel, Washington Post, Australian Food news website, among others. However, none of these sources helped to identify data on coffee consumption habits in Russia by age.

Therefore, after an extensive search, we have established that there are no publicly accessible reports or articles which provide the coffee consumption habits among different age groups in Australia. This may be because no recent research has been carried out that focused exclusively on coffee consumption habits among different age groups in Australia. Findings related to this search have been provided under additional findings.
Part
07
of nine
Part
07

Coffee Consumption Habits - United Kingdom

In the UK, on average, Gen Z drinks 182.5 cups of coffee per year, Millennials drink 474.5 cups, Generation X drinks 766.5 cups, Baby Boomers drink 803 cups, and Traditionalists drink 803 cups. On average, Generation Z and Millennials spend £289.12 on coffee per year, Younger Generation X spends £334.36, Older Generation X spends £256.88, and Baby Boomers and Traditionalists spend £215.28.

UK COFFEE CONSUMPTION

  • According to the British Coffee Association (BCA), in 2018, people in the UK drank approximately 95 million cups of coffee per day, or 34.68 billion cups of coffee per year (95 million x 365 days).
  • That averages to two cups a day per adult, or 730 cups per year (2 cups x 365 days).
  • This figure is a significant increase from the 2008 consumption rate of 70 million cups per day, or 25.55 billion cups per year (70 million x 365 days).
  • According to a survey of 2,000 UK adults conducted by Opinium Research as commissioned by the Centre for Economics and Business Research (CEBR), for the BCA, on average, 65% of coffee is consumed at home, 25% at work or while studying, and 10% in restaurants, bars, and coffee shops.
  • A majority of people who visit coffee shops go once a week (80%), and 16% go daily.
  • Instant coffee is the most consumed in the UK.
  • 80% of UK households purchase instant coffee to drink at home.
  • Ground coffee and coffee pods are increasing in popularity.

UK COFFEE CONSUMPTION BY AGE GROUP

  • According to the BCA/CEBR survey, Generation Z (under 20 years of age) drinks the least coffee per day, while Baby Boomers (53-71 years), and Traditionalists (over 72 years) drink the most.
  • The breakdown of coffee consumption by age group is:
  • Generation Z drinks 0.5 cups per day, or 182.5 cups per year (0.5 cups x 365 days).
  • Millennials (20-37 years) drink 1.3 cups per day, or 474.5 cups per year (1.3 cups x 365 days).
  • Generation X (38-52 years) drinks 2.1 cups per day, or 766.5 cups per year (2.1 cups x 365 days).
  • Baby Boomers drink 2.2 cups per day, or 803 cups per year (2.2 cups x 365 days).
  • Traditionalists also drink 2.2 cups per day, or 803 cups per year (2.2 cups x 365 days).
  • According to Chris Stemman, Executive Director of the BCA, research suggests that millennials are drinking more specialty coffee beverages from restaurants, bars, and coffee shops, than people from older generations.
  • Millennials are the single age group that accounts for the most significant percentage (16%) of buyers of ground coffee and single-serve coffee pods.
  • People over the age of 65 years drink the most instant coffee.

UK COFFEE SPENDING BY AGE GROUP

According to a survey conducted by the car company Dacia on the monthly spending habits of 2,000 UK adults, the average person spends £5 per week on coffee, or £260 annually (£5 x 52 weeks).
According to the Dacia survey, the breakdown of average coffee spending habits by age group is:
Gen Z and Millennials (18-34 years) spend £5.56 per week, or £289.12 per year (£5.56 x 52 weeks).
Younger Generation X (35-44 years) spends £6.43 per week, or £334.36 per year (£6.43 x 52 weeks).
Older Generation X (45-54 years) spends £4.94 per week, or £256.88 per year (£4.94 x 52 weeks).
Baby Boomers and Traditionalists (55 years and over) spend £4.14 per week, or £215.28 per year (£4.14 x 52 weeks).

RESEARCH STRATEGY

The BCA/CEBR report includes recent, proprietary data sources from Euromonitor International (2018) and Mintel (2017), so the research team relied heavily on the report, and some analysis found on UK news sites by the Executive director of the BCA. To arrive at annual statistics, we multiplied daily data by the number of days in a year, (365), and multiplied weekly data by the number of weeks in a year, (52). The 2018 report by UK coffee trade association, BCA, has a wealth of information that may prove useful for further inquiries.
Part
08
of nine
Part
08

Coffee Consumption Habits - Spain

In Spain, 70% of Spaniards drink coffee every day, and 93% of those aged 45 to 54 years consume coffee daily. Annual coffee consumption in Spain exceeds 14 billion cups. In 2019, revenue in the Coffee segment in Spain amounted to $12.469 billion.

COFFEE CONSUMPTION HABITS OF DIFFERENT AGE GROUPS IN SPAIN

  • According to recent annual review of the International Coffee Organization, annual per capita coffee consumption was 4.5 kg in Spain.
  • In the last three years, Spain also recorded one of the highest growths (+ 4.5%) in consumption of coffee capsules at offices.
  • Coffee consumption in Spanish offices increased sharply early in 2019, with a recorded sales value of 380 million euros.
  • A study by Cafes Novell found that 87% of the Spanish population between 18 and 64 consume coffee and 70% consume it every day.
  • They also found that as age increases, coffee consumption increases and only starts to slightly reduce after the age of 55.
  • Those aged 45 to 54 years (93%) consumes the most coffee, followed by adults aged 35 to 44 years and 55 to 64 years (89%).
  • They also found that 78% of respondents aged 18 and 34 consumed coffee regularly.
  • The average consumption is 2.2 coffees per day.
  • Sixty-one percent (61%) of respondents preferred to drink coffee at home, while bars or restaurants came next at 26%, followed by the workplace 21%.
  • Coffee is typically consumed during breakfast (76%), followed by coffee after eating at 61%.
  • Spaniards mainly prefer to consume coffee in capsules, with 7 out of 10 households using a capsule coffee maker. More than half (56%) use it almost every day, with 84% of respondents believing that preparing coffee in capsules is cleaner and 89% believing it is faster and more convenient.

NUMBER OF CUPS PER YEAR

  • Annual coffee consumption in Spain exceeds 14 billion cups "(i.e. 170 thousand tons of green coffee beans are used to make almost 600 cups per person per year)."

AVERAGE AMOUNT SPENT ON COFFEE IN SPAIN

  • In 2019, revenue in the Coffee segment in Spain amounted to US$12,469 M. "The market is expected to grow annually by 3.3% (CAGR 2019-2023)."
  • In 2019, roast coffee was the market's largest segment, with a market volume of US$12,142 M.
  • In 2017, the retail sales of Coffee Focused Shops (focused on coffee, with pastries and some food) in Spain was €138 B (US$154 B). Spain had a total of 239 Coffee Focused Shops in 2017.

RESEARCH STRATEGY

In order to provide coffee consumption habits among different age groups in Spain, we searched through market research reports from Euromonitor, PR Newswire, and Coffee Business intelligence for publicly available information on the coffee consumption habits among different age groups in Spain. We also searched different coffee industry authorities and associations, such as the International Coffee Organization, the National Coffee Association, and the Specialty Coffee Association. Through this method, we were able to find information on the annual per capita coffee consumption and the general growth of coffee consumption in Spain. However, information on the age breakdown for coffee consumption habits, number of cups consumed, and on spend was unavailable.

We then searched through statistics portals such as World Atlas, Statista, Knoema, Gallup, and Data Market for any other breakdown in terms of age relevant to coffee consumption habits, number of cups per year, and money spent in Spain. Through this method, we were mainly able to identify the coffee revenue in the coffee segment in Spain, but no additional information appeared available on breakdown by age groups.

We also tried broadening our scope and looked for data that was older than two years, but only found some information from the 1990s, which was too dated and had little relevance to the request.

Finally, we tried using Spanish language keywords and using Google Translate to find articles, press releases, or Spanish resources that were relevant. Through this method, we were able to identify Spanish media sites such as Restauración News and Spanish Food (a digital magazine published by Agrifood Comunicación, an agency specialized in the agri-food sector). Restauración News reported on a 2017 study by Cafes Novell, which appeared to be the most recent and only available study on the coffee consumption habits of different age groups in Spain. However, no other sources broke down the data in terms of how much each age group spends on coffee per year or how many cups each age group consumes each year.
Part
09
of nine
Part
09

Coffee Consumption Habits -France

In France, 83% of the population consumes coffee daily, with approximately 19 billion cups of coffee being drunk every year. The average cost of coffee in France is between $4 and $8, and roughly $11.13 billion is spent on coffee in France each year. People aged 65+ consume the most coffee, and 18-24-year-olds prefer coffee pods to traditionally brewed coffee.

COFFEE CONSUMPTION HABITS IN FRANCE

  • France consumes 5.1kgs of coffee a year per person.
  • The average cost of a café (coffee) in France is $4-$8.
  • In 2018, the French consumed 202 tons of coffee.
  • The national average consumption is 2.5 cups per day.
  • French consume 215mg of caffeine per day.
  • About 54 million cups of coffee are drunk daily in France.
  • The per capita spend on coffee in France is $206.25.
  • Around $11.13 billion is spent per year on coffee in France.
  • The French spend €520 million on office coffee consumption.
  • 40% of French coffee drinkers prefer espresso.
  • 62% of France drinks coffee with breakfast, and 76% also enjoy coffee at work.
  • 53% of French coffee consumers prefer ground coffee.
  • 55% of coffee consumers in France drink coffee in the morning (with breakfast, and at a café).
  • 47% of French coffee consumers drink coffee in the afternoon.
  • 92% of adult males and 83% of females in France drink coffee.
  • 18% of males drink three+ cups per day.

AGE SEGMENTATION

  • 75% of 18-24-year-olds in France drink coffee. 65% of this age group drink coffee from pods (Nespresso machine).
  • 87% of 25-64-year-olds drink coffee.
  • The largest age group consuming coffee in France are those 65 and above, with 95% of them consuming coffee.

RESEARCH STRATEGY

During our research, we found that the French spend about $206.25 per year on coffee (per person). Using that information, we began searching for information on coffee revenue and sales in France as well as how much coffee is consumed in France each year. We found that 5.1kgs of coffee is consumed per capita and that 83% of the French population drinks coffee daily.

To determine how many cups are consumed per year, we had to do the following triangulation:
The population of France is about 65,000,000. Therefore, about 54 million cups (83% * 65,000,000) of coffee are consumed daily, in France. Having triangulated that approximately 54 million cups of coffee are consumed each day, we multiplied that number by 365 to conclude that around 19 billion cups of coffee are consumed annually in France.

For the yearly amount that the French spend on coffee, we multiplied the per capita spending of $206.25 by 83% of the population that consumes coffee as follows:
$206.25 * (0.83 * 65,000,000) = $11,113,700,00 spent annually on coffee.

Sources
Sources

From Part 02
Quotes
  • "Revenue in the Coffee segment amounts to US$3,864m in 2019. The market is expected to grow annually by 10.0% (CAGR 2019-2023)."
  • "The market's largest segment is the segment Instant Coffee with a market volume of US$2,520m in 2019."
  • "In relation to total population figures, per person revenues of US$26.49 are generated in 2019. "
  • "The average per capita consumption stands at 0.9 kg in 2019."
Quotes
  • "In such countries as South Africa (74.1%), Turkey (68.4%), India (65.9%), Russia (64.1%), Colombia (62.5%), Mexico (59.6%), Philippines (57.5%) and Brazil (56.6%), the percentage of Millennials preferring coffee is very high. "
From Part 04
Quotes
  • "According to a study in 2012, about 86% of the German adults drink coffee on a regular basis, with approximately 150 litres of coffee consumed per person per year Therefore coffee is the most popular drink, in the country. An average German consumes about 1.43 cups per day. "
  • "The country imports almost 20% of total imports, worldwide. Moreover, Germany is the biggest market exporter of processed coffee products in Europe. "
  • "In addition, Germany is the third largest coffee market in the world after the United States and Brazil. Mondelez Deutschland, with a retail value share of 19%, continued to lead the coffee market in 2016, followed by Tchibo with 12%. "
  • "The 27.6% of the population, aged between 18 and 29 years, consider coffee machines to be the status symbol marker, compared to the 17.7 of the elder populace aged 50 years & above."
  • "As a matter of fact, a majority of German coffee drinkers relish drinking their coffee at home alone, as a moment of respite. However, more than half of them prefer on-the-go option. This trend is mostly prevalent among the young, aged between 18 and 39 years, compared to the elderly population of 50 & above years, that prefer drinking coffee outside of their homes. "
  • "For instance, in Hamburg, one-third of the population aged between 18 and 29 are rediscovering the trend of having coffee and cake in the afternoon, which was followed by the 50+ generation. "
  • "In the capital city, Berlin, about 47.1% of the young drinkers seek out varieties in coffees and aromas, which is a result of the innovative drinking locations, from vintage-style coffeehouses to modern co-working spaces. There is a less generation gap in Berlin, as both young and old enjoy meeting friends in simple neighborhood cafes. "
Quotes
  • "What’s more, three out of five (59%) German 16-24 year olds say that they would like to try different flavours of coffee such as hazelnut or vanilla, yet just 34% of 45-54 year olds agree they find this appealing."
Quotes
  • "Germans love their coffee, even more so than water and beer. Germany is the third largest coffee market in the world after the USA and Brazil, according to statistics. An average of 165 litres of coffee per person were consumed in 2013, compared to 140 litres of water and 107 litres of beer."
Quotes
  • "Traditionally, Germany is famed for its beer, traditions like Oktoberfest and frequent contributions to the art of lager making. However, today, as much as 50% of all German coffee drinkers are ready to shell out extra money for the premium coffee experience. Specialty coffee houses are finding their niche and helping a generation of urban Germans discover the allure of coffee. The fact that Germany is an advanced economy with a fairly affluent population with high buying prowess is most definitely helping the coffee industry’s case in Germany."
From Part 05
Quotes
  • "Canada stands out as the only non-European country to make the list of the world's top ten coffee producers. From east to west, Canadians love their coffee. Although popular chains are common across the country, every city in Canada is often home to a number of independent shops as well. The drink is so popular in this country of 33 million that the Coffee Association of Canada calls it the most commonly consumed beverage in the country."
Quotes
  • "But which country is most fond of the much-loved bean? We've mapped the world according to coffee consumption per capita – and it's the Finns that come out on top. They grind their way through an impressive 12kg per person per year, according to stats from the International Coffee Organization (ICO). "
Quotes
  • "This statistic displays the average monthly consumer spend on coffee for home in Canada, as of June 2018. According to ProdegeMR, some 22.31 percent of respondents stated that they spend between one and nine Canadian dollars on coffee monthly for use at home, whilst some 6.11 percent said that they spend over 100 Canadian dollars."
Quotes
  • "Traditional coffee is most likely to be consumed by those aged 65-79  Specialty coffee beverages and frozen blended coffee are strongest among those aged 18-49  Consumers aged 50-79 are significantly more likely to have drunk coffee yesterday (73- 76%) compared with 18-24 years olds (58%), 25-34 years olds (63%) and 35-49 years olds (68%)"
From Part 07
Quotes
  • "“The research suggests that whilst millennials are drinking slightly less coffee than the older generations, they are probably drinking more of the speciality coffee found in restaurants, bars and coffee shops, which are often higher value, and are therefore more of a treat,” Stemman added."
  • "“In the last decade we’ve gone from a country of tea sippers who enjoy the occasional instant coffee, to a nation of seasoned coffee connoisseurs exploring a large variety of roast and ground blends. Coffee consumption has boomed across the UK and with so many choices on offer, both at home and on the high street, this increase is not surprising," said Chris Stemman, Executive Director of the BCA. "
From Part 09
Quotes
  • "Moreover, French people are big consumers of coffee: 37% of them drink at least one espresso per day (against on average 18% in Europe), 21% more than one per day."
Quotes
  • "In 67% of cases, coffee lovers use capsules or pods. Young people aged 25 to 34 are particularly receptive to this type of conditioning."
Quotes
  • "Over the course of the survey, it turned out that more than half of the French population aged 18 and 24 consumes regularly"
Quotes
  • "In supermarkets, coffee sales in France reached € 2.794 billion in 2018"
Quotes
  • "In relation to total population figures, per person revenues of US$206.25 are generated in 2019."