64% of respondents purchase coffee-style drinksConsumers, particularly millennials, will travel further for coffee from their favorite coffee shop rather than stopping at a more convenient shop. In fact, Harris Interactive found that taste is the top factor in determining where coffee/tea buyers purchase their beverages, and that Americans are willing to go out of their way for their favorite cup when choosing between coffee shops:
60% of respondents said the coffee shop they most frequently visit is their favorite, chosen over a more convenient shop (40%)
66% of respondents age 18 to 35 choose their favorite over convenience
78% rate taste a very important factor in deciding where to buy coffee
70% with access to a single cup brewing system have chosen it over the coffee shop
How often do you purchase a prepared coffee or tea drink (hot or cold)?
Source: Harris Interactive, n = 2,496Researchscape.com
Harris Interactive surveyed 2,496 U.S. Adults. The online survey was fielded from February 13 to 18, 2013. The survey results were weighted by age, sex, race/ethnicity, education, region, household income and propensity to be online. Based on a Researchscape assessment of the questionnaire and methodology, this survey is very likely to be representative of U.S. consumers in general.
The favorite shop is likely a chain, as coffee and tea buyers said they typically choose a national chain (35%) over a local shop (18%).
Do you usually go to a chain or a local, independent coffee shop to purchase your coffee or tea drink?
Source: Harris Interactive, n = 500Researchscape.com
Having grown up during the coffee shop boom, younger Americans are, perhaps not surprisingly, leading the charge as the most likely to ever purchase prepared coffee or tea drinks. Seven in 10 (71%) of those ages 18-35 say they do so, along with 68% of those ages 36-47. In contrast, 60% of 48-66 year olds and 57% of those ages 67 and older do so.
Taste is the most important factor among all coffee/tea buyers when deciding where to make their purchases: 78% rate it a very important factor in deciding where to buy a beverage, more than 20 percentage points higher than any other factor, including price at 54%. Despite the growing addition of food options on coffee shop menus, only 23% of coffee/tea purchasers rate the variety of food choices very important, compared with 31% who indicate the same for the selection of beverages.
How important are each of the following in deciding where you purchase coffee or tea drinks? (Very important from Very important, Somewhat important, Not that important, Not at all important)
Source: Harris Interactive, n = 1,597Researchscape.com
While Americans may love their coffee shops, 33% of respondents say they have a single cup brewing system at home or work.
Do you have a single cup beverage brewing system (e.g. 1 using K-Cups or other single-use packs) at your home or work?
Source: Harris Interactive, n = 2,496Researchscape.com
Among adults with access to a single cup maker, 70% say they have consciously chosen to use it instead of buying a drink at a coffee shop – 1 place where convenience does triumph.
EquiTrend Survey
Findings from the 2013 Harris Poll EquiTrend® (EQ) study show that among national and regional chains, Dunkin' Donuts is top ranked and the Brand of the Year in the coffee and quick service restaurant category. This award is given in each category to the highest ranked brand in Equity, which is based on key factors of Familiarity, Quality and Purchase Consideration. The brands in this category that rank above the category average Equity score are:
Dunkin' Donuts Stores
Einstein Bros Bagels
Starbucks Coffee Shops
The Caffeinated Generation
Single-cup brewing mainstay Keurig was named the Brand of the Year in the EquiTrend coffee maker category for the second year in a row. The brands in this category ranking above the category average Equity score are:
Keurig Coffee Maker
Mr. Coffee Coffee Maker
Bosch Coffee Maker
DeLonghi Coffee Maker
Cuisinart Coffee Maker
Krups Coffee Maker
For more information on this survey, refer to Harris Poll.