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Di Bella Coffee Survey: We're Morning People and Sweet Enough Already

A regular flat white, medium roast, with no sugars please...and keep them coming!



That's how we like our coffee according to survey results released by Australia's fastest growing specialty coffee company Di Bella.

Director of Market Development for Di Bella Coffee, Mina Ali, said the 2013 Ultimate Coffee Experience Survey highlighted that Australians were very particular when it came to their coffee.

"With over 200 respondents the survey has shown we have a discerning taste when it comes to coffee and value things such as flavour, blend, brand loyalty and ethical farming practices highly," Ms Ali said.

There is no doubting we love our coffee fix with the survey finding that most people (62%) enjoyed two to three cups per day, with 19% of respondents sipping through four to five cups per day.

The most common amount spent on coffee per week was between $20 and $30 (40%) closely followed by up to $10 (39%). Nine percent of those surveyed spent between $30 and $40 per week on coffee while 5% splashed out up to $50 per week on their favourite brew.

The majority of drinkers got their coffee fix at work or home (81%), however when they purchased coffee elsewhere the most popular source was a specialty coffee retailer (43%), followed by a cafe (39%), online (32%) and grocery store or supermarket (9%).

The flat white (37%) was the most popular style of coffee followed by espresso (31%), latte (28%) and cappuccino (27%).

Australians said they were already sweet enough when it came to adding sugar with 66% not having any in their coffee, 24% adding one teaspoon and 6% adding two teaspoons.

The most popular roast of choice was medium (40%), followed by dark (29%) and varied (23%), with only 4% of those surveyed opting for a light roast.

Regular (47%) was the most popular size, ahead of large (27%) and small (19%), and the majority of respondents (50%) wanted their coffee hit first thing in the morning.

When asked why you drink coffee, the most popular responses were because it tastes good (79%), the flavour (56%), the caffeine! (34%), the lifestyle (27%), habit (24%), energy (20%) and time out (19%).

Most drinkers were conscientious about sustainable and ethical farming and sourcing practices when choosing their coffee brand with 26% saying it was extremely important compared with 4% who said it was not important.

It seems a professional touch adds to the experience as well with most people (53%) rating the importance of a qualified barista in preparing their coffee as extremely important compared with 1% who said it was not important.

When we're on a good thing, most of us stick with it with 49% of those surveyed saying they were loyal to the same brand, 47% saying they alternate between a few favourites and 1% saying they weren't fussed about the brand, just give me coffee!

Di Bella Coffee was far and away the brand of choice getting 69% of the vote, followed by Campos and Lavazza both on 3% and Merlo with 2%.

 
 

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