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Coffee in Belgium (Market Research results)
- 1. COFFEE IN BELGIUM March 2015 - Profacts
- 2. 77% of the Belgian population drinks coffee. 82%drinks coffee 73%drinks coffee DO YOU DRINK COFFEE? 61% 68% 76% 86% 91% 93% 18-29yr 30-39yr 40-49yr 50-59yr 60-65yr >65yr Base: Representative sample of Belgium (18-70yr) – N=1470 (Profacts) %Drinkscoffee 12 29 16 21 4 18 16 23 13 16 4 27 14 26 15 18 4 23 0 10 20 30 40 50 Drinks >50 coffees a week Drinks 26-50 coffees a week Drinks 16-25 coffees a week Drinks 6-15 coffees a week Drinks <5 coffees a week Doesn't drink coffee Belgium North South 1 out of 7 drinks over 50 coffees a week. Base: Representative sample of Belgium (18-70yr) – N=1470 (Profacts)
- 3. Coffee drinkers in Belgium drink on average 5½ coffees each day 1 2 5 5,3 coffees / day on average. 3 4 6 HOW MANY COFFEES DO YOU DRINK A DAY? Base: Representative sample of coffee drinkers – N=1200 (Profacts) 3.3 3.7 7.9 6.6 5.1 4.3 0 2 4 6 8 10 18-29yr 30-39yr 40-49yr 50-59yr 60-65yr >65yr 5.1 5.4 4.9 4.8 5.2 4.0 5.7 8.6 4.3 4.7 4.8 0 2 4 6 8 10 Average#coffeesadayAverage#coffeesaday
- 4. 18% 21% 37% 44% 52% 95% At home At work At a restaurant At a bar At a coffee bar On the go 26% 23% 18% 17% 13% 6% 26% 30% 23% 20% 19% 10% 32% 30% 40% 37% 42% 41% 39% 45% 43% 47% 50% 42% 60% 73% 72% 62% 24% 8% 93% 93% 94% 97% 98% 97% 18-29yr 30-39yr 40-49yr 50-59yr 60-65yr >65yr Base: Representative sample of coffee drinkers – N=1200 (Profacts) Nearly every coffee drinker drinks their coffee at home. Coffee bars and on the go more popular among younger age groups. WHERE DO YOU DRINK COFFEE?
- 5. WHERE DO YOU DRINK COFFEE? Base: Representative sample of coffee drinkers – N=1200 (Profacts) Specialized coffee bars and coffee on the go are clearly more popular in the North. 23% 28% 26% 17% 24% 15% 13% 8% 5% 5% 8% 36% 29% 33% 31% 29% 13% 12% 6% 4% 11% 2% 35% 36% 37% 31% 49% 42% 40% 28% 23% 41% 33% 55% 58% 50% 44% 56% 36% 45% 23% 38% 36% 36% 60% 70% 68% 63% 62% 40% 41% 34% 44% 36% 27% 99% 92% 94% 90% 95% 94% 97% 97% 97% 96% 97% Oost- Vlaanderen West- Vlaanderen Antwerpen Limburg Vlaams- Brabant Brussels Hoofd- stedelijk Gewest Waals- Brabant Henegouwen Namen Luik Luxemburg At home At work At a restaurant At a bar At a coffee bar On the go
- 6. 5% 6% 7% 16% 19% 32% 36% Filter Coffee pads Coffee caps Instant coffee Moka pot Espresso Slow coffee HOW DO YOU MAKE YOUR COFFEE AT HOME? 5% 13% 4% 5% 22% 19% 25% EXTRA POTENTIAL EXTRA POTENTIAL HOW WOULD YOU PREFER TO MAKE YOUR COFFEE? Espresso coffee makers and coffee caps have most potential to grow. Filter Coffee pads Coffee caps Instant coffee Moka pot Espresso Slow coffee Base: Representative sample of coffee drinkers – N=1200 (Profacts)
- 7. 38% 34% 23% 16% 13% 12% 9% 8% 8% 7% 6% 4% 3% HOW WOULD YOU LIKE YOUR COFFEE? “Black” and “milk or sugar” stand their ground against the upcoming coffee alternatives. Base: Representative sample of coffee drinkers – N=1200 (Profacts)
- 8. DO YOU GRIND YOUR COFFEE BEANS YOURSELF? 1% 7% 92% Yes, manually Yes, machine No 11% 6% 11% 7% 9% 6% 18-29yr 30-39yr 40-49yr 50-59yr 60-65yr >65yr %Grindingcoffee Base: Representative sample of coffee drinkers – N=1200 (Profacts)
- 9. 32% 52% 16% I always take the same flavor I sometimes vary I often vary between flavors DO YOU VARY BETWEEN FLAVOURS WHEN BUYING COFFEE? DO YOU WANT NEW FLAVORS ON THE MARKET? Base: Representative sample of coffee drinkers – N=1200 (Profacts) 18% 46% 33% 62% 16% 38% South North Belgium YESNO “Neutral” was left out in graph. New flavors in the South please!
- 10. Profacts Market Research Agency Eke, Belgium Info@Profacts.be Stijn.derammelaere@Profacts.be