Coffee Survey 2024
To mark this year's International Coffee Day, FiXX conducted a sweeping survey of Ireland's coffee drinkers to get a snapshot of some of our coffee-consuming habits. Needless to say, the results threw up some surprises. So put on the kettle and brew up a cup of your favourite FiXX as we dive into the coffee-drinking habits of Ireland.
Firstly, the Metrics
So, to get our snapshot, we asked 1000 people across the island of Ireland.
Gender
Of these people, 489 identified as male and 511 female. So, it's not exactly 50/50, but it's close enough.
Age
- 18-24: 110
- 25-34: 185
- 35-44: 209
- 45-54: 175
- 55+: 321
Location
- Dublin: 283
- Rest of Leinster: 258
- Munster: 279
- Connacht & Ulster: 180
Now that you know the general demographics of the whole thing, let's digest some of the questions and answers.
Reasons For Buying Coffee
When we asked people their reasons for choosing a brand of coffee, we were delighted to see taste as the top reason. And not just top, but well out front at 73%, far outweighing considerations such as price at 47% and ease of purchase in-store at 31%.
This substantial focus on flavour underscores the importance of quality in the coffee experience. And it is great to see Irish consumers placing a premium on rich, satisfying taste above all else.
Socialising
We all know that, for better or worse, the Irish are known to be partial to a wee drop of something stronger than coffee when socialising. So discovering almost half (48%) of Irish consumers prefer meeting up over coffee instead of alcohol was a pleasant surprise.
And the 33% who chose alcohol was made up predominantly of younger men aged 18-24. Which probably would have been my answer, too, when I fell into that demographic.
What is your preferred method of making coffee at home?
We asked this as a two-part question: What format of coffee, such as beans, ground, or other, is used, and how is the coffee then brewed?
In answer to the first question, 51% of respondents purchased instant coffee, making it the most popular choice. At first glance, this might seem like a disappointing response for a company without instant coffee. However, the picture gets a bit better when you scratch below the surface. 65% of respondents were in the 55+ age category, while only 30% were 18-24. This reinforces our observation as a company over the past twenty years that attitudes towards coffee have changed substantially in Ireland.
The selection of answers received regarding how we brew coffee shows how popular home brewing has become. It also points back to the reason why taste is so important when people choose their coffee.
What is your go-to coffee order when ordering out?
When it comes to café menus, Americanos and Cappuccinos are the top picks, with 38% and 36% of people choosing these classics. Lattes follow closely at 34%, and they're especially popular among women and those aged 35-44.
Espresso is enjoyed by 15% of coffee lovers and is a hit with high spenders and men. Additionally, 17% favour a Flat White, and the Mocha attracts 11% of consumers. Iced coffee, no longer considered a summer-only treat, has become a year-round choice preferred by 10% of coffee drinkers.
Ethical Choices
Ethically sourced coffee remains a debated topic, with FiXX Coffee's research showing that while 34% are somewhat willing to pay extra, just 8% are very inclined to do so, and 58% remain indifferent. Keep Cup users not only prefer to spend more on coffee but are also more inclined towards ethically sourced options, with 66% willing to pay a premium for sustainable coffee.
Nevertheless, FiXX Coffee sees potential to move the dial. We recognise part of our role as a coffee supplier is to educate customers on the importance of sustainable practices in coffee growing, to safeguard a supply of quality coffee into the future. FiXX remains committed to ethical sourcing, importing UTZ-certified coffee from aligned partners in origins such as Peru, Brazil, Ethiopia and Columbia. By doing so, FiXX supports sustainable farming, the farmers, and their communities. And, in return, secures excellent coffee for their wide range of customers, including cafés, fine food stores, offices, and home coffee enthusiasts.
In Conclusion
Speaking about the coffee survey findings, Anne Abberton, Founder and Managing Director of FiXX Coffee, comments: "When I established the business 20 years ago, the coffee landscape looked very different in Ireland than it does today. This research gives us a deeper understanding of how attitudes to coffee have evolved and how it fits into the daily lives of Irish consumers. From how we enjoy our coffee at home to the role it plays in social settings, the results highlight just how central coffee has become to our routines and interactions. At FiXX Coffee, we're excited to continue supporting Ireland's coffee drinkers in their journey with ethically sourced and great-tasting coffee."
Thanks for reading
Kevin
