TORONTO – According to the CAC’s newly released 2013 Canadian Coffee Drinking Study, coffee is a dominant beverage in the Canadian market. Only tap water enjoys equally high past-day penetration.
The results of the research show that approximately two-thirds of adult Canadians (65%) consumed coffee in the past-day.
Approximately three-quarters of Canadians aged 18-79 (78%) indicate they’ve consumed coffee in the past week. A total of 83% of Canadians say they’ve enjoyed coffee in the past-year. Coffee drinkers consume on average 3.2 cups of coffee per day.
Traditional coffee is the most common coffee type, with over one-half of consumers drinking it yesterday (55%), followed by espresso-based coffee (12%), instant traditional coffee (9%), iced/frozen blended coffee (6%) and decaffeinated coffee (5%).
In total, one-third of Canadians consumed an espresso-based beverage past-week (32%). The more popular espresso-based beverages are cappuccinos and lattes where 16% and 14% of consumers had them past-week.
Specialty Coffee beverages and iced/frozen coffee are strongest among ages 18-34. Those aged 18-24 are less likely to drink coffee yesterday. In addition, those 18-24 year olds who do drink coffee tend to drink fewer cups.
Overall, roughly three-quarters of consumers who drank coffee past-day consumed it in-home (78%), while 37% consumed coffee out-of-home.
(click to enlarge) The drip coffee brewing format is dominant (53% of past-day coffee users drank a coffee prepared using a drip coffee maker), but single-cup machines are now in a strong second place (25% of past-day coffee users drank a coffee prepared using a single-cup machine). Single-cup brewer ownership is markedly higher in Canada than in the United States (20% vs. 12%).
“One of the features of the out of home Canadian coffee market is accessibility through the high number of outlets per capita,” says Sandy McAlpine, CAC President. “In fact, coffee is second only to Italy in terms of menu importance for away from home coffee consumption.
Further, the single cup phenomenon has dramatically changed the grocery store shelf and the at home coffee drinking experience for many Canadians.”
Canadian Coffee Drinking Study
In 1998, the Coffee Association of Canada (CAC) commissioned the initial wave of the Coffee Drinking Study of Canada. Subsequent waves have been conducted in: 1999, 2001, 2003, 2005, 2006, 2007, 2008, 2009, 2010, 2011, 2012 and now 2013.
The primary objectives of this study in 2013 were to:
- Determine the current disposition of coffee beverage consumption in Canada and identify changes over time;
- Investigate consumption and attitudes toward coffee consumed at-work;
- Further understand the market for single-cup brewing systems;
- Determine awareness, purchase, and attitudes toward cause-related coffee and attitudes surrounding environmental practices in the coffee industry.
The Coffee Association of Canada/Café Association du Canada
The CAC is the primary advocate for the coffee industry in Canada.
The Association exists to undertake a leadership and spokesperson role to effectively address collective industry issues and enhance the coffee beverage experience by providing members and consumers with opportunities to improve coffee beverage knowledge and skills.
For over 20 years we have advocated on behalf our membership on government policy and regulations. We work with all levels of government and in partnership with other related industry associations to influence outcomes, ensure our objectives are met and that our interests are both promoted and protected.
We endeavor to be a credible, comprehensive and accessible source of information and provide useful resources and valuable knowledge through targeted research and communications. This advocacy is funded by and depends on the commitment and the dedication of our membership.
Source: Coffee Association of Canada