CHICAGO, US — Tchibo has released the results of its ‘Coffee Consumption Survey’, which examined consumers’ habits, the impacts of COVID-19 and preferences related to coffee consumption. According to the survey, 37% of consumers report they have been drinking more coffee per week since the pandemic, and 73% of coffee drinkers report that they have been making coffee at home more often since the start of the pandemic.
Aside from fresher taste and premium quality, the survey revealed that 66% of coffee drinkers prioritize a company’s commitment to social responsibility—including the environment and Fair-Trade practices—when selecting a coffee brand. That statistic jumped to 76% among respondents ages 18 to 29.
“It is clear that the pandemic has impacted how and where Americans are enjoying their java,” said Chris Mattina, Founder and President, Rainmaker Food Solutions. “Besides sparking a new trend of making coffee from the comfort of their own home, the results underscore a shift in consumer values and importance of enjoying coffee that prioritizes taste, freshness and commitment to corporate good.”
Other notable findings include:
- Coffee Spending: The study found most people (53%) spend the most amount of money on coffee at the supermarket followed by at coffee shops (33%).
- Coffee Loyalists: 77% do not consider themselves creatures of habit and enjoy trying new coffee brands when purchasing from a grocery store.
- Coffee Quality: Consumers noted their top reasons for choosing a new coffee brand as fresher taste (79%) and premium quality (75%). When asked about coffee preference, 81% report they are more likely to purchase ground coffee than whole beans.
“This study affirms the need for a better, fresher, more sustainable coffee experience, which Tchibo has been perfecting for the past 70 years,” added Mattina.
Tchibo, a heritage European brand, launched in the US in fall 2020 and is available online nationwide, as well as in select Midwest retailers.
The survey for Tchibo was conducted using Survey Monkey and asked 1,159 coffee drinkers various questions about their consumption habits. The national sample looked at adults 18 years and older who live in geographical areas that span the U.S.