A new Consumer Horizon Report by product development and consumer insights platform Vypr has dived into the continuing prevalence of instant coffee in Australia’s coffee scene.
Conducting a survey of more than 3600 Australians, seven in 10 were found to drink coffee daily, with 16 per cent drinking it two-to-three times per week.
Instant coffee remains incredibly popular, and was found to become more popular with age, however younger coffee drinkers are driving growth in premium and experimental coffee formats, including pods, grounds, and cold brew products.
Coffee grounds and filter are most popular in the 18 to 44 age bracket, with 27 per cent of those aged between 35 and 44 using coffee grounds for their daily brew.
Vypr Chief Revenue Officer, Sam Gilding, says cost of living pressures and convenience are key reasons why instant remains incredibly popular.
“People still absolutely value barista-made coffee and quality experiences, but when you’re juggling easing household costs and busy routines, instant coffee remains the format that fits most easily into everyday life.”
Among those aged 65 and over, 69 per cent used instant coffee as their primary consumption method. That figure drops to 59 per cent of 55 to 64 years olds, however this is the most committed coffee consumer age bracket, with 91 per cent of those surveyed consuming coffee.
Pods are the most popular method behind instant at 17 per cent, peaking in the 45- to 54-year-old age bracket at 28 per cent.
