It’s no secret that Australians love their coffee, but all too often it’s the latte-lovers, espresso-fiends, cappuccino sippers and flat-white fanciers that get all the press. Here at Roy Morgan Research, we believe it’s high time a less prominent but equally important segment of our caffeinated nation was recognised: folks who consume coffee-flavoured milk…
During the 12 months to June 2014, 1,314,000 Australians (or 6.8% of the population 14+) drank coffee-flavoured milk (often known as iced coffee) at least once in any given seven-day period. Nearly five percent (4.9%) of the population consumed a dedicated coffee brand — a brand of milk that offers coffee flavour only — a slight increase on the proportion that consumed this type of flavoured milk back in June 2009 (3.5%).
Faring less well over this period have been flavoured milk brands that offer coffee along with a selection of other flavours. Whereas they were consumed by 3.6% of Australians in 2009, this has since fallen to 2.8%.
Coffee-flavoured milk consumption in Australia: 2009 vs 2014
Source: Roy Morgan Single Source (Australia), June 2009 MAT (n=20,087) and June 2014 MAT (16,809).
Leading the dedicated coffee brands is Dare, with its drinkers growing from 0.7% of the population in 2009 to 1.8% in 2014. Consumption of its nearest rival, South Australian brand Farmer’s Union, rose only slightly from 1.2% to 1.3% over this period.
The tradies’ drink?
Anyone who’s seen an ad for coffee-flavoured milk lately won’t be surprised to learn that those who drink it are significantly more likely to be men than women. What’s more, the enduring image of a hard-working tradie knocking back a carton of iced coffee at the construction site isn’t far from the truth.
On the whole, blue-collar workers such as Construction and Mining Labourers, Construction Trades Workers and Mobile Plant Operators are more likely to drink coffee-flavoured milk in an average seven days than white-collar workers (eg. Office Managers, Business, HR and Marketing Professionals).
Coffee-flavoured milk-drinkers by profession vs population average
Source: Roy Morgan Single Source (Australia), July 2012-June 2014, n=37,076. NB: 100=population average; <100 (red) = below average; >100 (blue) = above average
Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:
“Australia’s booming café culture has resulted not only in rising café visitation and ownership of coffee machines, but also in the increasing popularity of flavoured milk brands dedicated to coffee. Consumers have become much more discerning and knowledgeable in their coffee choices, and these dedicated brands are tapping into this trend.
“While market leader Dare is clearly targeting socially active, white-collar young men with its funny ‘When your place is all over the head’ advertisements, close rival Farmers Union is appealing to the classic tradie/’blokey’ market with ads promoting its tough ‘stubby’ packaging and encouraging playful affection for its brand.
“Our findings reveal that this latter market is especially likely to consume coffee-flavoured milk, possibly due to the ease with which they can get their caffeine fix at a building or other outdoor work site, or on the road. Because it’s not all about the great taste: the caffeine content of these coffee-flavoured milks is also a major part of its appeal.
“In this increasingly competitive market, flavoured milk producers need to understand their target market in depth so they can communicate in a way that inspires and resonates with them.”
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.
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