As branches of global coffee house chains become a permanent fixture in even the most far-flung corners of the world, research from Kantar Media’s Global TGI looks at coffee consumption in different countries.
Perhaps surprisingly for a nation once renowned for its tea-drinking, consumers in Great Britain are some of the most likely to visit a café for their caffeine fix. They share this position with Italians and, amongst the eight countries analysed, are beaten only by people in Israel, where 75% of respondents visit coffee shops.
The research also reveals that the ongoing debate as to the virtues of instant versus filter coffee is alive and well. Whereas 86% of Italians drink ‘proper’ coffee, only 6% of them will consider using instant. Israelis are the highest consumers of instant coffee at 80%, followed by Russians at 72%. Great Britain and Turkey scored low on the ground coffee scale, with 19% and 15% respectively. This research confirms that in GB people tend to go to coffee shops for the ‘real deal’ and are generally content with instant coffee at home.
“Drinking coffee, whether at home or in a café, instant or filter, is a global pastime,” comments Tracy Allnutt, Head of Commercial Development at Global TGI. “Global TGI provides brand owners with a flavour for how their marketing strategies should differ by country in order that they reflect the needs of the target market.”
This research is the first in a series of ‘Factoids’ produced by Kantar Media’s Global TGI. Scheduled bi-monthly and covering topical issues, they will provide bite-size pieces of information for brand managers in between the more in-depth Dispatches reports undertaken by the company.
% visiting coffee shop:
• Israel – 75%
• GB – 55%
• Italy – 55%
• Germany – 35%
• Qatar – 33%
• Russia – 28%
• Turkey – 25%
• Colombia – 15%
% drinking filter / ground coffee:
• Italy – 86%
• Qatar – 61%
• Germany – 58%
• Russia – 36%
• Israel – 27%
• Columbia – 21%
• GB – 19%
• Turkey – 15%
% drinking instant:
• Israel – 80%
• Russia – 72%
• Qatar – 65%
• Turkey – 50%
• Colombia – 45%
• GB – 46%
• Germany – 25%
• Italy – 6%
Further analysis of coffee consumption in other countries is available from the Global TGI network of surveys in over 60 counties.
Source: www.globaltgi.com
www.kantarmedia.com
