Tuesday, May 21, 2024

Nestlé research shows 1 in 4 drinkers ignore origins of their coffee

GATWICK, UK – One in four coffee drinkers have ‘no idea’ where their morning brew actually comes from – found a poll of 2,000 people commissioned by Nestlé UK last month*. The poll revealed that 48% of those surveyed didn’t know how long it takes to go from a humble coffee bean to a piping hot cup and one in five (19%) say they’re unsure how the drink is produced full stop.

Nearly one in 20 (4%) even believe coffee is farmed here in the UK, with 45% admitting it can be easy to forget that coffee is a natural product which comes from a tropical plant.

Jasmine Bilham, Nescafé Brand Manager at Nestlé UK and Ireland, which commissioned the research, said: “Coffee is so entrenched in our daily routines that it can be easy to forget about the incredible journey it takes from countries like Brazil, Vietnam and Mexico to coffee factories right here in the UK.

“Understanding the coffee process helps us to make better choices that have a positive impact on the world around us.

“264 cups of our coffee are drunk in the UK every second – that’s a lot of coffee drinkers who are supporting responsible coffee farming, as well as investments in recyclable packaging and renewable energy.”

The OnePoll research went on to explore what influences shoppers when they’re buying coffee – and found that price, coffee type and flavour preference are the most important factors, followed by roast level and aroma.

As for sustainability, eight in ten (81%) coffee drinkers agree coffee companies have a responsibility to be environmentally friendly and socially responsible.

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And while two thirds (67%) like to stick with the brands they know, of the 26% who say they like to try out different brands of coffee, 30% would choose a new brand to try based on how eco-friendly it is.

Nestlé ’s Jasmine Bilham added: “As a leading food and drink company, it’s our responsibility to deliver what shoppers want, and to use our scale and focus on sustainability as a force for good in the UK and around the world.

“Eight decades of expertise go into sourcing our coffee beans responsibly. They’re then tested seven times before they even reach our Derbyshire factory, where our highly trained coffee testers work hard to ensure the end product consistently delivers the great taste and quality shoppers expect.”

The research also revealed that the average coffee drinker enjoys 657 cups every year – with 48% valuing the warmth and comfort they get from the drink, and 27% welcoming the energy boost it gives them.

Half of coffee drinkers (50%) enjoy their coffee with just a dash of milk, a third (32%) like it very milky, and 16% have it black. And the majority (58%) don’t add sugar.

Seven in 10 (71%) say it’s important they have at least one mug every day, and 59% say it’s essential their coffee is ‘spot on’ to ensure the day gets off to a good start.

*Survey of 2,000 UK coffee drinkers conducted by OnePoll from 9th-14th November 2023.

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