Thursday, July 4th, 2013 - Roy Morgan Research

With new cafés springing up faster than you can say ‘make mine a soy macchiato’, instant coffee has some stiff competition when it comes to caffeinating the nation. But in a declining market, Nescafé is still tops.

With new cafés springing up faster than you can say ‘make mine a soy macchiato’ and coffee machines becoming ever-more affordable, instant coffee has some stiff competition when it comes to caffeinating the nation. But while sales of instant coffee have declined in the last five years, Nescafé remains the top choice among Australians who still buy it, according to the latest findings from Roy Morgan Research.

In the 12 months to March 2013, 38% of Australians aged 14+ bought instant coffee (excluding decaf) in an average four-week period, down from 42% in the year to March 2009. More than half of them – 21% of the population – bought Nescafé (down from 25% in 2009).

Despite its declining popularity, Nescafé maintains its lead over closest competitors Moccona (11% of Australians, up from 10% in the year to March 2009) and International Roast (3%, down from 4% in 2009).

While Nescafé is the top brand purchased across all states, other brand preferences vary slightly between states. Queenslanders are slightly more likely (13%) to buy Moccona, while a higher proportion of Tasmanians (7%) like International Roast compared to other states.

Source:Roy Morgan Single Source (Australia), April 2012 –March 2013, n = 20,767.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Over the last five years there has been a small decrease in the proportion of Australians purchasing instant coffee in an average four-week period, while sales of fresh coffee have remained stable. During this time, the number of Australians visiting cafés has risen, which may be impacting on instant coffee sales, either directly – as an alternative to instant coffee consumption, or indirectly, by creating a taste for fresh coffee.

“Market-leader Nescafé has declined in popularity, as Moccona and supermarket brands have gained ground.

“It’s interesting to note the differences in brand preference between the states, with Queensland residents showing a slightly higher preference for Moccona, and Tasmanian residents more likely to purchase International Roast.

“To remain competitive in this changing market, coffee companies need to understand their customers and how they differ from those of other brands.”

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Roy Morgan Research


Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
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With new cafés springing up faster than you can say ‘make mine a soy macchiato’, instant coffee has some stiff competition when it comes to caffeinating the nation. But in a declining market, Nescafé is still tops.

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