A third, 33%, of consumers aged 16 to 24 and 57% of those aged 25 to 34 drink coffee at home. This compares with three quarters, 75%, of those aged 35 to 44. "The issue with the younger end of the market is that these consumers don't drink instant coffee, which is the largest part of the market, so the big brands need to tap into this age group," says Ben Perkins, head of food and drink research at Mintel. "Indeed, long-term growth in the market will very much depend upon how coffee brands can make coffee drinking appealing to a younger audience."
Mintel's research shows that coffee sales grew 17% in value between 2005 and 2009. It predicts the market will grow by as much as 25% by 2014 from £782M in 2009 to £976M by 2014. The growth is partly because consumers have been trading up and partly because of a large rise in raw coffee and production costs. "As coffee shops have felt the effects of consumers' belts tightening, the in-home market has witnessed a good deal of trading up, as consumers endeavour to replicate the coffee shop experience," according to Perkins.
"Today, the traditional cup of coffee has become increasingly sophisticated with roast, ground, instant premium and super-premium."