Sunday 14 August 2022

Canada: Survey shows huge shift in coffee consumption during the pandemic

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MILAN – Findings from a new Field Agent Canada survey suggest coffee consumption is stable, but there’s been a huge shift in where we get our daily fix. Prior to social distancing, 91 per cent of respondents said they regularly consumed coffee purchased outside the home.

However, in the last week of April, this has halved to just 46 per cent of respondents purchasing coffee outside the home.

Among the survey’s other findings, two servings per day was the most common amount pre-physical distancing, and is now down slightly to one.

Tim Hortons’ at-home products are the number one choice among coffee drinkers in Canada, with 23% of survey respondents reporting having used the brand at home in the past month, over-indexing to women and those between 35 and 44.

Tim Hortons was followed in popularity by Maxwell House and grocery store brands (21% each), Starbucks (19%), Folgers (18%), Nescafe (17%) and McCafé (15%).

While most people have used Tim Hortons at home at least once in the last month, it is not the brand respondents used the most often. Private label brands take top spot there, with 13% saying they use brands like No Name and President’s Choice most frequently.

Tim Hortons was second (11%), followed by Nescafe, Starbucks, Folgers and Maxwell House, at 8% each. One quarter of respondents had used instant coffee at home in the past week, and is the biggest segment among respondents for new trial.

The top three coffee machines Canadians report currently owning at home, meanwhile, are drip coffee (56%), K-Cup devices (40%), Nespresso (12%) and Tassimo (10%).

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