Post on 21-Jul-2020
Cheryl HungVP, Consumer InsightsDig Insights
2,628 respondents
Aged 18+
Nationally
representative of
region, age, gender. (Ethnicity quota set for East and
Southeast Asians, South Asians)
Online data
collection
Interviewing
April 23 to May
7, 2019
Survey offered
in both English
and French
METHODOLOGY SUMMARY
Past-day Beverage Penetration
5
67 64 63 65 63 65 63 62 65 64 65 65 6367 67
71 72 72
0
10
20
30
40
50
60
70
80
90
100
'99 '01 '03 '05 '06 '07 '08 '09 '10 '11 '12 '13 14 '15 '16 '17 '18 '19
PERCENT DRINKING ANY COFFEE BEVERAGES PAST-DAY
Past-day coffee penetration remains strong
Methodology & Season Change
(2013)
201963%
6
Two competitive beverages see decline in past day
AlcoholBottled Water
50% in 2019 vs. 53% in 2018
41% in 2019 vs. 45% in 2018
7
63
53
14
67
55
16
67
53
17
7
71
52
23
8
72
53
24
8
72
51
24
9
Total Coffee Traditional Coffee Espresso-based Beverages(EBB)*
Non-Espresso-BasedBeverages (N-EBB)**
PERCENT DRINKING EACH COFFEE TYPE PAST-DAY
2014 2015 2016 2017 2018 2019
Past-day EBB and N-EBB Consumption Sustainable
NA
8
EBB and N-EBB consumption skews East/Southeast Asians
24
36 6 6
25
3
9
5 42
23
36 5 5
2
6
3
8
4 41
24
4
86
8
31 1
12
46
3
27
4
86
10
4 5
2
14
85
2
PERCENT DRINKING GOURMET COFFEE SUB-TYPES PAST-DAY
Total Caucasian (A) South Asian (B) East/Southeast Asian (C)
Espresso-based
Beverages (EBB)*
Cafe Mocha Cappuccino Espresso Latte Macchiato Caffe Americano
Flat White
Non-Espresso-Based
Beverages (N-EBB)**
Frozen Blended Coffee
Cold brew coffee
Nitro coffee
AA
B
A
Included in Espresso-based Beverages (EBB)
Included in Non-
Espresso-based
Beverages (N-EBB)
Coffee Cups
10
Canadian coffee drinkers drank fewer cups
2.7 2.6
3.2 3.3
2.8 3.0 3.0
3.2
2.8
2011 2012 2013 2014 2015 2016 2017 2018 2019
PAST-DAY COFFEE DRINKERS 18+
MEAN NUMBER OF CUPS
11
…but more are drinking larger sized cups
8
40
53
17
2
9
39
52
18
3
8
35
56
21
3
An espresso size cup
A small size cup ormug
A medium size cup ormug
A large size cup ormug
An extra-large sizecup or mug
CUP SIZE (AMONG PAST-DAY COFFEE DRINKERS)
2017 2018 2019
12
3.02.4
5.3
2.62.2
4.4
2.82.2
4.4
2.9
2.2
4.6
2.82.5
5.5
2.72.1
4.5
In-Home ONLY Out-of-Home ONLY Both In-Home and Out-of-Home
PAST-DAY COFFEE DRINKERS 18+ MEAN NUMBER OF CUPS CONSUMED AT EACH LOCATION
2014 2015 2016 2017 2018 2019
Less Cups Consumed Out of Home
13
South Asians and East/Southeast Asians drink fewer cups vs. Caucasians
2.8 3.0
2.2 2.1
PAST-DAY COFFEE DRINKERS 18+MEAN NUMBER OF CUPS
Total Caucasian (A) South Asian (B) East/Southeast Asian (C)
How Coffee Is Prepared and Consumed
15
50
28
49
27
47
29
41
25
41
28
39
27
Drip coffee maker
Single-cup brewer
2014
2015
2016
2017
2018
2019
Drip coffee maker and Single-cup brewer remained the two most widely used brewing methods
% Using Among Past-day Coffee Drinkers
2
3
3
3
4
5
RTD in a bottle or can
2014
2015
2016
2017
2018
2019
% Using Among Past-day Coffee Drinkers
RTD Coffee Is Rising
17
RTD Consumption is driven by younger consumers
18-24(A)
25-34(B)
35-49(C)
50-64(D)
65-79(E)
% Drinking Among
Past-day Coffee
Drinkers
16 10 CDE 4 D 2 2
RTD Coffee
18
… and by East/Southeast Asian Canadians
Caucasian(A)
South Asian(B)
East/Southeast Asian
(C)% Drinking
Among Past-day Coffee
Drinkers
4 7 13 A
RTD Coffee
Where and When Coffee Is Consumed
20
Out of home preparation is driven by East / Southeast Asian
TotalCaucasian
(A) South Asian
(B)
East/Southeast Asian
(C)
In Home (Net)
78 82 68 64
Out Of Home (Net)
40 37 41 53 A
PERCENT DRINKING PAST-DAY BY PLACE OF PREPARATION –BY ETHNICITY
Among Past-day Coffee Drinkers
21
Usage of app services for ordering coffee is still niche
1% 2%
2018 2019
PERCENT OF PAST-DAY COFFEE DRINKERS WHO
ORDERED COFFEE THROUGH AN APP PAST-DAY
7% 7%
2018 2019
PERCENT OF PAST-DAY COFFEE DRINKERS WHO
ORDERED COFFEE THROUGH AN APP PAST-
WEEK
22
Loyalty card use is trending up
6%
10%
2018 2019
PERCENT OF PAST-DAY LOYALTY CARD USE AMONG PAST-DAY COFFEE DRINKERS
16%20%
2018 2019
PERCENT OF PAST-WEEK LOYALTY CARD USE AMONG PAST-DAY COFFEE DRINKERS
23
Planned/Impulse Purchase of Coffee to Prepare In-Home
35
19
31
3
12
37
20
28
3
12
2018
2019
I know exactly what brand I will buy before I walk into
the store
I know exactly what type I will buy
I generally know what I am looking for, but also browse
the aisle
I usually buy on impulse
I usually buy what is on sale
2019 Age 2019 Ethnicity
18-24(A)
25-34(B)
35-49(C)
50-64(D)
65-79(E)
Caucasian(F)
South Asian
(G)
East /SE Asian
(H)
29 34 36 41
ABC
47
ABC40 36 21
24 DE 24 DE 21 DE 16 14 20 16 25
29 28 28 27 25 27 31 31
6 DE 3 4 2 2 3 6 4
12 11 11 13 12 11 12 20 F
PERCENT PLANNED/IMPULSE PURCHASE OF COFFEE TO PREPARE IN-HOME
Brewer Types At Home
25
Drip coffee maker, Single-cup brewer and Instant coffee are Top 3 brewing methods owned by Canadian households
59
46
42
24
13
9
5
59
44
41
23
11
9
5
Drip coffee maker
Single-cup brewer
Instant coffee
French press/plunger
Espresso machine
Bean-to-cup brewer
Pour over (e.g. Chemex)
PERCENT WHO HAVE BREWER AT HOME
2018
2019
Single-Cup Ownership
27
The following types of single-cup brewer were asked in 2019 survey (past-day, past-week, and workplace brewing method):
(Only asked for workplace coffee) (Only asked for workplace coffee)
28
62
20
13
5
3
2
4
67
21
14
4
1
2
4
Keurig
Tassimo
Nespresso
Dolce Gusto
Verismo
Other
I don't know
2018
2019
Keurig, Tassimo and Nespresso are the three most widely owned brands by Canadians
Single-cup Brewer Ownership among Total single-cup brewer owners
29
Keurig, Tassimo and Nespresso Owner Profile
• Skews Atlantic (82%), Least likely to be owned in Quebec (57%),
• No age skews • Skews Caucasians (70%)
vs. South Asians (58%) & East Asians (52%)
• No region, age or ethnic skews
• Skews Quebec (21%) vs. Atlantic (5%)
• Skews 18-34 year olds(19%) vs. Older (9-13%)
• Caucasians least likely to own (11%) vs. South Asians + East Asians (22-27%)
Overall Opinion of Single-Cup Brewers
Rated Single-cup Brewers As Excellent / Very Good (%)
50% 51% 52% 49%2016 2017 2018 2019
31
Rated Single-cup Brewers As Excellent / Very Good (%)
Caucasian(A)
South Asian(B)
East/Southeast Asian
(C)
51 C 43 39
Positive perceptions of SC brewers driven by Caucasians
32
9
24
40
26
7
13
16
35
32
10
9
13
27
35
15
9
14
26
34
18
8
13
24
30
25
Less than 6 months
6-12 months
1-2 years
2-4 years
More than 4 years
Single-cup brewers in Canadian households continue to age
2019 - 21% owned
for less than 1 year
vs. 22% in 2018
2019 - 55% owned
for 2 years or more
vs. 52% in 2018
33
Nearly half single-cup brewer owners claim to use eco-friendly pods
43
34
21
19
Conventional pods
Recyclable pods
Compostable pods
I don't know
PERCENT WHO PURCHASE POD TYPE AMONG SINGLE-CUP BREWER OWNERS
Eco-friendly NET:
47%
34
30
31
28
30
46
44
47
41
18
18
18
22
6
7
7
8
Recyclable pods (2018)
Recyclable pods (2019)
Compostable pods (2018)
Compostable pods (2019)
OPENNESS TO SWITCHING BRANDS FOR ECO-FRIENDLY PODS (%)
Definitely would switch Probably would switch
Probably would not switch Definitely would not switch
Consumers are open to switching brands for eco-friendly pods
Definitely/Probably would
switch
76
75
75
71
Certifications and Premium Coffee Perceptions
36
Demand for BPI Compostable and CBD coffee is niche
BPI Compostable Certification:
33%
(Rank #16 of 24)
Includes added CBD (cannabidiol):
16%
(Rank #24 of 24)
% Much / Somewhat more likely to buy
37
72
68
65
64
59
57
56
51
The coffee is roasted from premium beans
The coffee is more expensive than other types of coffee
The coffee comes from a region that is known for…
The coffee has specific quality certifications
Gourmet coffee tastes much better
When buying gourmet coffee for home-use, it usually…
The coffee is a brand name I recognize
It is artisanal coffee
Premium coffee is defined by premium beans and price
% Agree Completely / Somewhat on Statements about Gourmet Coffee
The coffee comes from a region that is known for producing good coffee
When buying gourmet coffee for home-use, it usually comes in attractive packaging
OOH Activation:
Loyalty cards over
apps
KEY TAKEAWAYS
Coffee
consumption
remains high
among Canadians
In-Home: Single-cup
are aging.
Opportunity to get
excited over eco-
friendly innovations?
Thank You!
Cheryl Hung(647) 244-7606cheryl@diginsights.com372 Bay Street, 16th Floor Toronto, Ontario M5H 2W9
diginsights.com linkedin.com/company/dig-insights