Coffee loving Britain

Consumer // Leisure 03.01.2013

Richard Poustie

Chief Executive Officer - TGI & Custom Media

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800,000 British adults visit a coffee shop at least four times a week

Coffee shops have been making UK news headlines in recent weeks, with Starbucks facing criticism about the amount of tax it pays and Tesco defending its stake in 'artisan' coffee shops, Harris and Hoole. Kantar Media has been looking at the stats behind Britain's continuing love affair with coffee shops.

Latest insight from Kantar Media's TGI survey reveals 800,000 British adults visit a coffee shop at least four times a week. These coffee-shop lovers are well over twice as likely as the average British adult to fall into the TGI Lifestage category 'Flown the Nest' (aged 15-34, married/living as a couple and do not live with relations). They are also over twice as likely to be employed in the financial sector and be in a director or senior manager role, with an average family income of £34,000 - 13% higher than the average adult.

UK coffee shop lovers tend to enjoy the finer things in life: they are 48% more likely than the average British adult to pay extra to personalise products to suit their taste and style and 62% more likely to go for premium rather than standard goods and services. They are also more likely to enjoy eating and drinking in trendy places. It is this way of life and readiness to indulge themselves which no doubt prompts them to think nothing of visiting coffee shops so frequently. However, they are also more likely to only buy products from companies with whose ethics they agree. This suggests that being perceived as 'trendy' will only get you so far with these coffee shop lovers: they are a discerning bunch who may well react with their wallets if unhappy with a company's business ethos.

When it comes to choosing food, coffee shop lovers are close to four times more likely than the average British adult to cite professional recommendations and reviews as the most important factor. The manufacturer's brand also ranks highly for this group. Tying into the importance they place on corporate ethics, as seen above, this hints at the importance of company image and reputation over price and quality.

To read more visit the Kantar Media TGI website.

Source : Kantar Media

Editor's Notes

If you're a journalist and you'd like to interview Richard Poustie or see more research, please contact us.

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