With an estimated size of 61 million kg in 2013, the UK coffee market is forecast by Mintel to outperform the 8.9% volume growth experienced during 2008-13, to reach 70 million kg by 2018 (15% growth). Market sales are estimated to reach £1.1 billion and 61 million kg in 2013, with forecast growth of 22% to £1.4 billion.This is a robust performance considering the maturity of the market. Coffee remains a staple product, with high penetration levels (82%) and three in five adults drinking coffee at least once a day.
Instant coffee continues to dominate the market, accounting for almost 80p in every £1 spent on coffee bought for home consumption. Manufacturers are looking to premiumise everyday instant formats (through the introduction of wholebean instant formats) as a means of diversifying and staving off competition from fresh ground/pod coffee – which is now drunk by over half of UK consumers (56%).
Coffee is associated with providing a morning pick-me-up, with half of consumers seeing coffee as a great way to start the day and more than a third saying it helps to keep them alert and gives them an energy boost, both tangible attributes for the market to build upon.
Continuing investment in NPD and above-the-line support from major players such as Nestlé (Nescafé) and Mondelez (Kenco) will play a key role in keeping the category front of mind with the consumer going forward, driving premiumisation and maintaining engagement. Young adults aged 16-24 are less likely than average to drink coffee, with just 69% of 16-24s drinking coffee, compared to 82% on average and 91% of over-65s. They are, however, more likely to use convenient formats such coffee pods, instant cappuccinos and RTD chilled coffee.
Quality is rated more highly than convenience by a sizeable minority, with almost one in three adults who have drunk coffee at home (31%) saying that the quality of coffee is more important than how easy it is to make.
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