The Market Place

• The ‘to go’ market in Ireland is currently worth over €43m for hot beverages and is one of the most profitable categories in the convenience market.
• The ‘Coffee to go’ market continues to grow despite the recession as consumers demand greater value for money from their daily caffeine fix.
• Regular coffee is the most frequently purchased drink in the ‘to go’ environment, followed by Cappuccinos, whilst instant and filter coffees are the most frequently consumed at home. There is clear evidence that take-away coffee is substituting café standard offering. As experts in coffee Bewley’s can offer a range of quality drinks to meet every consumer’s taste.
• Coffee is a major footfall driver in convenience stores: 83% of consumers state it as their main purpose for visiting an outlet.
• Energy boosting and kick starting the day are the main reasons cited by consumers for purchasing a take-away coffee.
• ‘Coffee to go’ customers consider the quality/taste of coffee as the most significant factor influencing their purchase decision after location.
• 51% of coffee visitors stated that they purchase take away coffee at least once a day and 43% purchased 10+ cups per week.
• Consumers rate the importance of a well known coffee brand. The majority of those surveyed (4 in 5) feel that it is important for coffee to have a well known brand name.
• Almost 3 in 4 ‘Coffee to go’ consumers believe that it is important that the take-away coffee they buy is Fairtrade with 31-40 year olds being more likely to say this is important.
• A high quality coffee offering is essential to any outlet serving food to drive all day sales.

Source: Research Solutions, “Coffee To Go Research” May 2010 – 450 Interviews