VF! Insights

WAKE UP AND SMELL THE COFFEE!

Client:
VF!
Industry:
Drinks
Services:
Shopper and Consumer Behaviour
About

After conducting a two-week long online survey with participants across South Africa, we found that 80% of coffee consumers are drinking more coffee now than they were three years ago.

Notably, 76% of consumers enjoy their first cup between 6 AM and 8 AM, while 50% prefer coffee after 5 PM, and only 48% drink it during the 12 PM to 2 PM window.

In terms of snacks, the top three favourites to pair with coffee are biscuits (67%), rusks (64%), and sandwiches (51%).

Our survey, covering a range of age groups and demographics, revealed that 18 to 29-year-olds typically consume 2 to 3 cups of coffee daily. Similarly, those aged 30 to 39 also drink 2 to 3 cups a day, while individuals aged 40 to 49 maintain the same consumption. In contrast, coffee drinkers aged 50 and over tend to enjoy more than 3 cups each day.

Conclusion:

In conclusion, coffee has evolved into a deeply ingrained part of South African lifestyle, with consumption on the rise across all age groups. It’s clear that South Africans are not just drinking more coffee but are also enjoying it at different times of the day. Whether it’s a morning pick-me-up or an afternoon indulgence, the coffee space is buzzing with activity, and staying in tune with the latest trends could matter more than one thinks—after all, life is too short for bad coffee!

VF! Insights

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