Coffee Consumption Out-of-Home 2023

The purpose of this study is to understand and evaluate coffee consumption behavior in Bucharest and four other cities (Timisoara, Cluj-Napoca, Iasi, and Brasov, referred to as the “Province” in the report).

Reporting Period of Respondents: Last month (Past 1 month).

Identification of coffee consumption behavior:

Location: home, HORECA, vending machine (automatic coffee), coffee to go.

Brand/specialty consumed.

Preferences in coffee consumption: plain/mixed (blend preferences), hot/cold, vegan/bio (sustainability).

Definition of the concept of “quality/good coffee.”

Frequency, time of day, before/after meals.

Coffee selection for each moment of the day. Location of coffee purchase at each moment of the day.

Criteria for choosing consumed coffee. Sources of information/influencers.

Price paid/expected.

Interest in promotions/offers.

Estimated budget value consumed (HORECA/To go). Market value estimates (HORECA/To go).

Breakdowns with socio-demographic variables: gender, age, locality.

Target: 18+, 5 cities (Bucharest, Timisoara, Cluj, Iasi, Brasov). Individuals who have consumed coffee in the last month. Sample: N=800 interviews (400 respondents from Bucharest, 400 respondents from the Province; maximum sampling error: 4.9%) Data Collection Method: Telephone (Computer Assisted Telephone Interview)

Pricing: Standard Quantitative – 3850 Euro+VAT