New research commissioned by Bailey’s and undertaken by Decibel Research has found 76 per cent of Australians surveyed experience an afternoon energy slump, with 52.5 per cent electing to grab a coffee to overcome it.
This shift towards afternoon coffee drinking is not reflected in Australia’s café culture, with 70 per cent of those surveyed reporting they struggle to find a café open after 3pm, with almost half stating this has stopped them from getting a coffee.
Coffee drinking habits could also be shifting more towards and all-day culture, with 17 per cent stating they are drinking more coffee after 3pm than a year ago, and 48.7 per cent saying they grab an afternoon coffee as much for the taste as the caffeination.
The desire to enjoy coffee later in the day has led to a rise in coffee-based cocktails, with 54 per cent of those surveyed having tried one, almost all of whom have had an espresso martini, while 26 per cent want to see more creative or indulgent coffee drinks in the afternoon.
Toby’s Estate Marketing Manager Bridget Taylor says cafés should take advantage of these trends in coffee consumption.
“At Toby’s Estate, creating memorable moments through great coffee is at the heart of what we do,” she says.
“Afternoons are the perfect time to invite more people into specialty coffee in a new way.”
The survey conducted among 1140 coffee-drinking Australians aged 18 or over was commissioned as part of a new collaboration between Bailey’s and Toby’s Estate.
