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Hungarians spend HUF 3,000 a month on at-home coffee

Drinks

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Hungarians spend an average of HUF 3,000 a month on at-home coffee, according to a joint survey by Costa Coffee and GKI Digital.

Some 2,000 out of the 2,721 people who took part in the survey are regular coffee consumers. Some 28% of respondents spend between HUF 3,000-5,000 on at-home coffee, while one in every ten respondents spends more than HUF 5,000 per month.

Those who drink coffee at their workplace during the day spend up to HUF 3,000 a month, while more than half of the respondents don’t pay for coffee at work as it is provided by their employer.

While it was forbidden to sit down for a cup of coffee at HoReCa outlets in Hungary in recent months due to the coronavirus-related restrictions in place, ordering coffee for takeaway remained a popular option. Some 15% of the respondents spend more than HUF 3,000 on takeaway coffee per month, and one in every five Budapest citizens spends at HUF 3,000 forints on takeaway coffee. Some 60% of the respondents would also spend around HUF 3,000 to drink their favorite coffee in a café. On these occasions, respondents are willing to pay an average of HUF 482 for an espresso and HUF 694 for a latte or a cappuccino.

Many families have changed their shopping habits due to COVID-19 and make weekly or monthly bulk purchases, so it’s not surprising that coffee shopping typically takes place at supermarkets (47%), hypermarkets (36%), and discount stores (34%). Nearly a fifth of the respondents buy coffee from online coffee stores, while every tenth responder buys coffee from online supermarkets.

Coffee consumers are loyal to the brand – as revealed by Costa Coffee's research. Nearly half of the customers usually choose a familiar brand, but eager to try something else if a new brand catches their attention. One in every five respondents chooses from multiple favorite brands, while 34% stated that they always choose the same brand.

Coffee beans and capsules are driving the growth of the Hungarian coffee market; therefore, Costa Coffee had entered the Hungarian market in last May with ground coffee and beans, then launched capsule packaging in autumn. The conductors of the survey were also curious about what type of coffee is the most popular among consumers. According to the research, two-thirds of the respondents buy coffee beans or capsules, while nearly half also buy ground coffee.

One in every two people said that their main considerations when buying coffee are previous experience and taste, but a third of the respondents have also put the brand, price, and strength of the coffee into the selection criteria. Sustainability is an important aspect to 80% of coffee drinkers, and 7% keep it in mind when they buy coffee. 

In the last year, more than half of the respondents have not changed their coffee habits, at least regarding quantity, due to COVID-19, but the location of consumption has changed significantly. As an effect of the pandemic, 93% of the respondents have more coffee at home, 48% don’t drink coffee in cafés and restaurants, and 45% have less coffee at work.

The type of coffee Hungarians buy is closely related to what kind of coffee-making equipment they have at home. The research found that the majority of households have more than two types of coffee makers – almost equally popular are the moka pots (38%) and capsule coffee machines (37%). 

When it comes to buying a coffee machine, the most important aspect for half of the respondents was being able to make delicious coffee at home as well as to make high-quality coffee fast with the device. According to the research, the price is not a deciding factor in this case: only 7% said that they chose the appliance because of its low price.

This also indicates a shift among domestic consumers from functional ‘wake up’ coffee to experience-based coffee and to the purchase of necessary high-quality ingredients and equipment, the survey concludes.

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