Tuesday, March 19th, 2013

Over the last five years, the percentage of Australians visiting a café for tea or coffee in an average three-month period has been growing steadily.

Are we becoming a nation of caffeine fiends? It certainly looks that way: over the last five years, the percentage of Australians visiting a café for tea or coffee in an average three-month period has grown from 53% to 56% and we’re doing it more often. In fact there have been an additional 10 million visits since 2008, according to the latest findings by Roy Morgan Research.

Five years ago, Australians made 38 million visits to cafés; now, that figure sits at 48 million, an increase of more than 25%. In New Zealand, on the other hand, café visits have remained relatively stable for the same period — with the exception of 2012, which has shown a slight growth.

Source: Roy Morgan Single Source (Australia), Australians 14+ Jan 2008 – Dec 2012. Average 12-month sample n=19,716

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

“This rise in café visits for tea or coffee can be seen across all age groups. For example, Australians aged 65 and over are now visiting cafés much more frequently. Five years ago, this group recorded just over four million café visits in an average three-month period: now it’s seven million.

“Under 25s have also contributed heavily to the increase in visits; up from four million to just shy of six million.

“Café culture in Australia is highly competitive, from local independent cafés through to large, often franchised, coffee chains. Relatively new players in the market such as the Coffee Club, and even 7-Eleven with their one dollar fresh coffee, are potentially contributing to Australia’s growing thirst for a fresh brew.

“Monitoring visitation among competitors is very important for companies that operate coffee franchises, not only because it shows the market potential, but also because it’s important for café operators to recognise this radical shift in profile of potential customers and the opportunities at both ends of the age spectrum.”

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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.
Alex Dalidakis
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Café culture, Australia



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