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Australia’s coffee habits revealed

1433107_33605277Australians’ fondness for fresh coffee is growing and our taste for instant coffee is waning, according to a new study conducted by Roy Morgan Research.

Between 2010 and 2014, the proportion of Australians aged 14 and over visiting cafés in an average three months rose from 53.7 per cent to 56.8 per cent, while ownership of coffee makers increased from 28.2 per cent of households to 36.9 per cent during the same period.

Furthermore, 38.4 per cent of the population bought fresh coffee in any given four weeks last year (up from 36.3 per cent in 2010). Admittedly, a considerably higher proportion (52.6 per cent) bought instant coffee, but this has decreased since 2010, when it was 58.5 per cent.

Not only are Sydneysiders more likely than other capital city residents to buy fresh coffee, with 43.7 per cent doing so in an average four weeks, they are also the least likely to buy instant (45.5 per cent), however, when it comes to café culture, Melbourne leads the country.

“Melbourne has long declared itself Australia’s coffee capital, and in some respects this is justified.  With a higher café visitation rate than any other capital city, Melburnians take their coffee very seriously,” Angela Smith, group account director, Roy Morgan Research, said.

“Perhaps because so many of them count on their barista for their caffeine fix, Melbourne residents don’t need to buy as much fresh coffee for home/work consumption – which is where Sydneysiders lead the country,” Smith said.

In an average three months, 63.3 per cent of Melburnians pay at least one visit to a café for coffee or tea, ahead of Hobart residents (62.7 per cent) and Sydney folks (61 per cent). Melbourne residents are also the most frequent café visitors, with 11.5 per cent going 16 or more times in any given three month period; although Sydneysiders give them a run for their money (11.3 per cent ).

Incidentally, Perth, home to some of Australia’s priciest café coffees, has the highest rate of coffee maker ownership, with 39 per cent of households owning one.

“While a much higher proportion of Aussies still buy instant coffee than fresh, its popularity has been declining for several years, however, all is not lost. Instant coffee brands Moccona and Robert Timms are actually bucking this downward trend, with higher purchase rates in 2014 than in 2010. Meanwhile, Lavazza maintains top spot among the fresh coffee brands,” Smith said.


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