CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN IINN IINNDDIIAA –– 22000088
Economic & Market Intelligence Unit COFFEE BOARD
(Government of India) #1, Dr.Ambedkar Veedhi
Bangalore –560 001, INDIA www.indiacoffee.org
2
Contents
Part 1
1. Introduction: Background, methodology and scope of the study……………………………………………………2
2. All India (Urban) consumption………………………………………………………………………………………….12
3. Market size estimation…………………………………………………………………………………………………..27
4. Urban consumption by Zones…………………………………………………………………………………………..29
5. Urban consumption by Socio Economic Class………………………………………………………………………..47
6. Urban consumption by Age and Gender………………………………………………………………………………68
7. Rural India consumption……………………………………………………………………………………………….. 92
Part 2 8. Findings by coffee drinkers, occasional drinkers and non-drinkers…………………………………………………107
9. Opportunities for growth …………………………………………………………………………………………………125
Annexure (Calculation on coffee consumed) ……………………………………………………………………………...145
Under each section, the following topics have been covered
� Penetration � Yesterday consumption � Daily habits � First cup habits � Share of throat � Number of cups consumed per person per day
� Number of cups consumed per drinker � Heaviness of consumption � Frequency of consumption � Place of consumption � Types of coffee consumed at home
3
Foreword Coffee has become increasingly popular in India over the last few years. It is no longer a traditional South Indian beverage, but a youthful and trendy beverage. The role of the Coffee Board in facilitating the growth of domestic consumption is focused primarily on providing consumer insight to marketers and roasters and potential new comers. As part of the ongoing initiative to understand coffee consumption in India, I am pleased to present the fourth research report on domestic consumption of coffee. The Coffee Board has done both qualitative and quantitative research in 2001 and 2003 to understand the patterns of domestic consumption and the attitudes towards coffee consumption. The third round of research was done in 2005. It is the endeavor of the Board to repeat this exercise at regular intervals to facilitate the tracking of domestic consumption across the country and over time. The present report is the outcome of the fourth round of research on domestic coffee consumption carried out in 2008. This report shows some interesting facets of coffee consumption in India. Coffee consumption has increased over the past few years and the research shows that in 2008, the total coffee consumption is estimated at 97000 MT, with an urban and rural divide of about 74% and 26% respectively.
The highlight of the last research was the café habit in 10 lakh plus cities. This report focuses on the Urban and Rural coffee consumption in India. Apart from this, there will also be a directory of all premium cafés, vending machines in public areas and neighbourhood roasting & grinding units in all the A1 cities in India. All municipal corporation areas in these A1 cities (Delhi, Mumbai, Chennai, Kolkata, Hyederabad and Bangalore) were covered as a part of this exercise. Undoubtedly the concerted efforts of coffee marketers in promoting the beverage as a lifestyle drink via the coffee cafes and vending machines has added more visibility to the beverage. This visibility, in essence, is the business opportunity, and reports like this help in targeting areas for future growth. Towards this end, the report includes a separate section on emerging opportunities. We intend to make such data available at regular intervals, which could doubtless be of interest not only to existing stakeholders in the coffee industry but also to potential new comers. I would also like to place on record my appreciation to Dr.S.Radhakrishnan, Dy.Director (Market Research) who coordinated the study as well as M/S Research International who conducted the research.
G. V. Krishna Rau Chairman Coffee Board Bangalore – 560 001 December, 2008.
4
Background Coffee is one of the most traded commodities in the world. India is the sixth largest producer of coffee in the world accounting for over four percent of world coffee production. Most coffee produced in India is exported. As far as domestic demand for coffee is concerned, it is largely confined to the southern regions. Over the past few years, coffee has changed from being a traditional beverage consumed mainly in South India, to a beverage with a national presence, consumed in several forms and retail format. Over the past few years, there is some interest in the category with coffee bars/ cafes becoming popular. Companies are looking at other alternatives in order to popularize coffee consumption in a country having a largely tea drinking populace. The coffee board feels it imperative to be aware of consumption habits, for coffee and other beverages, so as to aid the development of marketing strategies and help exporters. The Coffee Board initiated an audit of coffee consumption across the country in 2001. The first audit also included a
comprehensive understanding on attitudes towards coffee. The audit was conceived as a tracking study, to be conducted at regular intervals. The Coffee Board has completed the second round in 2003 to understand the consumption habits and identify opportunities for growth. The third round, which was conducted in 2005, had a more comprehensive geographical coverage as compared to the first and second round. It focused a little more on the café habits, given the type of attention and visibility coffee cafés are enjoying. Similar to last round, the individual module captures the consumption details in terms of yesterday consumption by day parts. Hence, the volume of coffee consumed by each individual in the survey will be the basis of the volume estimation. Like last time, the consumption data by day parts is captured in this study also. The result of the present study is compared with the results of last round.
5
Scope of the Research This research was conducted: � To estimate the demand for coffee in India in 2008 � Share of coffee in the basket of beverages consumed � To understand current patterns in domestic coffee consumption and the changes from the last study � To understand behaviour related to coffee consumption in cafes � To estimate the Chicory tonnage out of the local coffee market – percentage of chicory in coffee – chicory blends
consumed � to identify potential opportunities for growth
6
Methodology • The research design involved a
quantitative study covering a representative sample of people across urban India and rural South India. The beverage consumption habits of people in this sample were studied as part of the continuing tracking study of the Coffee Board.
• This report is based on fieldwork
conducted during August to September 2008.
NOMENCLATURE USED • Any coffee : Unduplicated count between instant
coffee, filter coffee and cold coffee
• Filter coffee : Roast & Ground coffee
• Penetration : Beverage consumed in the past 12
months
• SEC : Socio-Economic Classification Refer
Annexure 1
• Non-drinker : Not consumed coffee in the past 12
months
• Occasional-drinker : Consumed coffee in last 12 months but
not yesterday
• Light drinker : Consumed 1-2 cups yesterday
• Medium drinker : Consumed 3 cups yesterday
• Heavy drinker : Consumed 4 or more cups yesterday
• Daily frequency : Frequency of consumption once a day/more often
• Weekly frequency : Frequency of consumption once a week
or more often
7
Methodology: Survey Centres - Large + Small Towns
URBAN RURAL Base:5993 Base:1000
NORTH EAST WEST SOUTH SOUTH
Delhi Calcutta Mumbai Chennai Hyderabad Vijayawada Warangal Siddipet
Kanpur Guwahati Pune Madurai Bangalore Udipi Hubli Chikmangulur
Ajmer Gwalior Tanjore Chennai Madurai Tanjore Rasipuram
Ludhiana Rasipuram Cochin Trivandrum Calicut
Bangalore
Udipi
Hubli
Chikmangulur
Hyderabad
Viayawada
Warangal
Siddipet
Cochin Trivandrum
Calicut
URBAN RURAL
Coverage of the study : - Survey of Rural areas was carried out only in South
coverage included villages with population greater than 2000 and also less than 2000.
- About 20 villages were covered in each of Rural centers.
8
Methodology: Socio Economic Class Grid - Urban
Urban SEC Grid:
OCCUPATION
EDUCATION
Illiterate
1
School: upto 4 years
2
School:
5-9 years
3
SSC/ HSC
4
Some college but not graduat
e 5
Graduate/ Post
graduate general
6
Graduate / Post graduate professi
onal 7
1 2 3 4 5 6 7 1 Unskilled worker X X E1 D D D D 2 Skilled worker X E1 D C C B2 B2 3 Petty trader X D D C C B2 B2 4 Shop Owner D D C B2 B1 A2 A2
Business/ Industrialist No. of employees
5 None D C B2 B1 A2 A2 A1 6 1-9 C B2 B2 B1 A2 A1 A1 7 10+ B1 B1 A2 A2 A1 A1 A1 8 Self employed professional D D D B2 B1 A2 A1 9 Clerical/Salesman D D D C B2 B1 B1 A Supervisory level D D C C B2 B1 A2 B Officer/ Executive Junior C C C B2 B1 A2 A2 C Officer/ Executive – Middle/
Senior B1 B1 B1 B1 A2 A1 A1
Coverage of the study : - Urban – Socio Economic Class
A,B,C in all 4 zones - Urban – Socio Economic Class
D and E in South Zone only
9
Methodology: Socio Economic Class Grid - Rural
Rural SEC Grid:
Q2c (Type of House) Q2a (Education) 1 2 3
EDUCATION
Pucca Semi-Pucca Kuchha Illiterate 1 X X X
Literate but with no formal education 2 R3 X X
Up to 4th standard 3 R3 R3 X
6th to 9th standard 4 R3 R3 X
S.S.C./H.S.C 5 R2 R3 R3
Some College but not graduate 6 R1 R2 R3
Graduate/Post-Graduate(General) 7 R1 R2 R3
Graduate/Post- Graduate(Professional) 8 R1 R2 R3
Coverage of the study : - The Socio Economic classes R1
and R2 were covered in rural areas.
10
Methodology: Sample Sizes • Urban sample size for the study was
6000, out of which we have achieved 5993. These respondents are aged 15 years and above, covering 24 cities across the 4 zones were surveyed and their consumption practices were studied.
• The study represents all town classes in
urban India • In rural India, 1000 respondents
belonging to socio economic classes R1 and R2 in the 4 southern states of Andhra Pradesh, Tamil Nadu, Karnataka and Kerala were covered
• Research methodology: Random, door-
to-door methodology was followed. Household units contacted through following Right Hand Rule (RHR) and eligible individuals from each household were selected through Kisch chart.
Urban India Rural India
North Sample size
Delhi 400 Kanpur 160 Ajmer 300 Ludhiana 153
West Mumbai 402 Pune 300 Gwalior 160
East Guwahati 160 Calcutta 402
South Chennai 540 Madurai 250 Tanjore 200 Rasipuram 200 Bangalore 249 Udipi 200 Hubli 200 Chikmangulur 200 Hyderabad 249 Viayawada 251 Warangal 200 Siddipet 200 Cochin 200 Trivandrum 219 Calicut 200
Total 5993
South No.of villages covered
Sample size
Andhra Pradesh 20 250 Tamil Nadu 20 250 Karnataka 20 250 Kerala 20 250
Total 100 1000
11
PPAARRTT II
12
All India Consumption - Urban
Penetration
92
68
27
99
Tea Any Coffee Instant C offee Filter coffee
Penetration – past 12 months
% R
espo
nden
ts
• Penetration of a beverage is defined
as the proportion of people consuming
the beverage in the last 12 months.
• Tea has a universal penetration in
Urban India (99%). Coffee penetration
comes second at 92%. This means
that more than 90% of the population
surveyed have consumed coffee at
least once in the past 12 months.
• Instant coffee is more popular (68%)
than filter coffee (27%) Base : All respondents (5993)
13
All India Consumption - Urban
Yesterday Consumption: Coffee and tea
31
23
8
89
Tea Coffee Instant Coffee Filter coffee
Yesterday consumption
% R
espo
nden
ts
� Among those who consumed the beverage
in the past 12 months, 89% consumed tea
yesterday.
� Coffee consumption is comparatively lower
with 31% of drinkers consuming coffee
yesterday.
� In terms of yesterday consumption, instant
coffee fares better (23%) as compared to
filter coffee (8%).
Base : All those consumed beverages in P12M
14
All India Consumption - Urban Yesterday Consumption: All beverages
2
3
3
5
7
7
28
31
89
Packaged fruit juices
Lassi (sweet / sour)
Milk foods
Natural beverages
Butter milk
CSD
Plain milk
Any Coffee
Tea
26
74
Filter Coffee
Instant Coffee
Yesterday Consumption : All beverages
% R
espo
nden
ts
• When compared to the consumption of other
beverages yesterday, coffee secures second
position, after tea.
• Among the other beverages consumed (apart
from coffee and tea) plain milk, carbonated
soft drinks (CSD), buttermilk, natural
beverages and mineral water are
comparatively more popular.
Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, ThumsUp etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.
Base : Those consuming the beverage in the past 12 months
15
All India Consumption – Urban Daily habits (Yesterday / Past 12 months): All beve rages
0.03
0.04
0.05
0.06
0.08
0.10
0.30
0.34
0.90
Packaged fruit juices
Lassi (sweet / sour)
Milk foods
Natural beverages
CSD
Butter milk
Plain milk
Any Coffee
Tea
Yesterday / P12M: All beverages
• When we calculate the ratio of those who
consumed the beverage yesterday to those
who have consumed it in the past 12
months, we will get an index of beverage
drinking habit.
• Tea is by far most habitual compared to all
other beverages.
• Coffee & Plain milk comes next in that order,
with an index of 0.34 and 0.30 respectively.
• Both Instant coffee and filter coffee fares
similarly in terms of habits, at 0.34 and 0.30
respectively.
0.3
0.34
FilterCoffee
InstantCoffee
Base : Those who consumed the beverage in the past 12 months
16
All India Consumption - Urban Daily Habits (Yesterday / Past 12 Months) : Tea and Coffee
0.90
0.34 0.340.29
Tea Any Coffee Instant Coffee Filter Coffee
• Daily habit is a calculated ratio of yesterday
consumption to the past 12 month’s consumption.
This is taken as an index of beverage drinking habit
• Tea is far more a habitual beverage with a ratio of
0.90 compared to 0.34 for Coffee
• Among the coffee drinkers, instant coffee (0.0.34)
fares similar to filter coffee (0.29), in terms of habit.
Yesterday / P12M: Tea and Coffee
Base : Those who consumed the beverage in the past 12 months
17
All India Consumption – Urban
First Cup Index
Yesterday
82331
89
Tea Any Coffee Instan t Coffee Fi lter C off ee
0.88
0.430.35
0.61
Tea Any Coffee Instant Coffee Filter coffee
First cup/Yesterday index
Yesterday consumption and First drink of the day
Base: Yesterday’s consumers
% R
espo
nden
ts
• First cup index is the proportion of consumers consuming a
given beverage as their first cup, yesterday. This proportion is
to the base of all those consuming the beverage yesterday.
• The first cup index is higher for tea (0.88) than coffee (0.43).
Among coffee drinkers, this index is the highest for filter coffee
at 0.61.
• This essentially means that even though daily habits of instant
coffee is similar to filter coffee, filter coffee leads in terms of first
cup habit.
First Cu p
5813
78
Tea Any Coffee Ins tan t Co ffee F il ter Coffee
Base: Yesterday’s consumers
Base: Yesterday’s consumers
% R
espo
nden
ts
18
All India Consumption - Urban
Share of throat (*) : Yesterday’s Volumes
* Note : • Share of Throat of a beverage is the ratio of that beverage consumed to the volume of all beverages consumed yesterday
4
54
9
3
41
3
17
22
Butter m ilk (C haas)
Lassi (sweet / sour)
M ilk foods
P lain m ilk
Natural bev erages
Packaged f ru itjuices
CSD
F ilte r co ffee
Instan t Coffee
Tea
� Tea has the maximum share of throat of 54%; plain
milk comes second at 17%.
� Coffee has the third largest share of throat among
all beverages, at 13% behind plain milk (This is
inclusive of both instant and filter coffee)
Base : Yesterday’s volumes
% R
espo
nden
ts
Share of Throat - Overall
19
All India Consumption - Urban
Share of throat : - by place of consumption
82
18
Home
Away fromhome
3 3
6760
8
8
3
3
2
7
1
33
2
11 11
1 11
1
In hom e O ut o f hom e
Bu tter m ilk (Chaas)
Lassi (sweet / sour)
M ilk foods
P lain m ilk
Natural bev erages
Packaged fruitjuices CSD
F ilter co ffee
Instant Cof fee
Tea
Base : Yesterdays Volumes
� At the national level, in home consumption
accounts for nearly 82% of yesterday’s total
volumes, across all beverages.
� Out of all the beverages consumed at home or
out of home, tea is the main beverage that is
consumed (67% consumed at home and 60%
consumed out of home).
� It is interesting to note that volume of coffee
consumed out of home is same as coffee
consumed at home (11%).
� Among beverages consumed out of home,
CSDs and plain milk account for a significant
share of throat.
Place of consumption-Any beverage
Share of Throat – By Place of consumption
Base : Yesterdays Volumes
% R
espo
nden
ts
20
All India Consumption - Urban
Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)
2 .1 1
0 .3 9 0 .2 80 .1 1
T e a An y C o f f e e In s t a n tC o f f e e
F i l t e rC o f f e e
Average no. of cups
• Average no. of cups of tea consumed a day
(2.11) is higher than coffee (0.39)
• Daily consumption of instant coffee (0.28) is
comparatively higher than filter coffee (0.11)
Average no. of cups
• Consumption of coffee among drinkers is about
1.99 cups per day. This is second behind tea at
2.38 cups per day.
• This shows that among drinkers, coffee is
consumed as much as tea. If coffee volumes
have to be compared favorably to that of tea at
an aggregate level, the base of coffee
consumers need to be increased.
• Among drinkers, filter coffee consumption is
coffee consumption is higher than that of instant
coffee.
Average number of cups : All respondents
2.38
1.99
1 .6 4 1.75
Tea Any Cof fee Ins tantCof fee
Filte r Coffe e
Base : All respondents (5993)
Base: Among those consuming the beverage yesterday
Number of cups consumed per person per day: Among d rinkers
21
All India Consumption - Urban Heaviness of consumption:
Note :
1. Non-drinker - Not consumed coffee in the past 12 months
2. Occasional drinker - Consumed coffee in last 12 months but not yesterday
3. Light drinker - Consumed 1-2 cups yesterday
4. Medium drinker - Consumed 3 cups yesterday
5. Heavy drinker - Consumed 4 or more cups yesterday
59%
5%
4%
7%
25%
Non Drinkers Occasional Drinkers Light Drinkers
Medium Drinkers Heavy Drinkers
• Consumers are classified based on the number of
cups of coffee they drank.
• Only 7% of the population are non-drinkers of the
coffee.
• Occasional drinkers contribute to the largest
proportion – 59%.
• This essentially means that more than half of the
population have been introduced to coffee in some
way in the past 12 months, even though they did not
consume it yesterday. i.e. people have started
experimenting with this beverage, which should be
advantageously used to increase in consumption.
• Converting them to regular coffee drinkers is an
opportunity for growth.
• About 25% of the population are Light drinkers.
• Split of occasional drinkers by zones shows that the
potential is more in the east, north and west zones.
Base : All respondents (5993) Occasional drinkers – by zones
Heaviness of consumption
89
45
8169
North East West South
22
All India Consumption - Urban Frequency of Consumption in Summer and Winter: Week ly
93
53 52
38
Tea Any Coffee Instant Coffee Filter Coffee
92
60 58
39
Tea Any Coffee Instant Coffee Filter Coffee
Base: Consumed in P12M
% R
espo
nden
ts
Summer : Weekly
Winter : Weekly
% R
espo
nden
ts
• Tea continues to dominate, with around 93% of
those who consumed tea in the past 12 months,
consumed it at least once a week in summer.
• While tea consumption remains unchanged
irrespective of season, Coffee consumption
increases slightly from summer to winter by 7%.
• Consumption of Instant coffee is the highest in winter
(58%)
• Winter consumption of Instant coffee is mainly
attributed to the south and the north zones (south –
43%; north – 27%)
• However, consumption patterns of coffee by zones
do not have a seasonal effect.
Base: Consumed in P12M
Base: Any coffee consumers
Instant coffee split by zones: Winter
South43%
West18%
North27%
East12%
23
All India Consumption - Urban Frequency of Consumption in Summer and Winter : Dai ly
35 3325
87
Tea Any Coffee Instant Coffee Filter Coffee
36 3527
90
Tea Any Coffee Instant Coffee Filter Coffee
Base: Consumed in P12M
• Daily consumption of either tea or coffee remains
almost unchanged from summer to winter.
% R
espo
nden
ts
Summer : Daily
Winter : Daily
% R
espo
nden
ts
Base: Consumed in P12M
24
All India Consumption - Urban Number of cups of Any coffee/day : in Summer and in Winter
62
25
84
45
28
116
2 cups 3 cups 4 cups 5 or more than 5cups
Average no. of cups: Summer : 2.39 Winter : 2.75
Base: All those consuming 2 or more cups of filter/ instant/cold coffee in summer/winter (1086/1286)
• Along with the increase in the proportion of
coffee drinkers, the average number of cups
consumed also increases in winter.
• The average number of cups of coffee
consumed per day increases from 2.39 cups in
summer to 2.75 cups in winter.
• It can be seen that heavy drinkers consume
more coffee during winter, as compared to
summer.
Number of cups in summer and winter
S W
S W S W
S W
Note: The average also include those who consumed only 1 cup per day
25
All India Consumption - Urban Places of consumption: Any coffee Yesterday
82
18
Home
Away fromhome
Base: Yesterday’s consumers (835)
% R
espo
nden
ts
22
17
1
51
6
1
Restaurant/Hotels
Canteen/ mess
Coffee Cafes
Hot tea shop/stalls
Vendingmachines
Base : Those consuming outside home (200)
% R
espo
nden
ts
• About 82% of those who consumed coffee yesterday
consumed at home.
• Only 18% consumed it out-of-home.
• Consumption of coffee out-of-home is mainly at hot
teashops (51%) and restaurants (22%).
• Consumption from vending machine has shown a
marked improvement over the previous years.
Where consumed coffee?
Where consumed away from home?
26
All India Findings - Urban (Among Housewives) Types of coffee consumed at home
19
78
3
Only Filter Coffee Only Instant Coffee Both
Base: All housewives (1861)
% R
espo
nden
ts
• From the sample, the respondents who were
housewives were asked about their household
purchase of coffee.
• Among coffee consumed households, about 78% of
buy instant coffee and 19% buy filter coffee and 3%
buy both.
Types of coffee consumed in household
27
Pure Coffee Beans Volume: Large and Small Towns (Ur ban India) and Rural India
ALL INDIA COFFEE BEAN VOLUMES 2008
Total Urban India 69000
Total Rural (South) India 25400
All India 94400
In tonnes
* Refer to Annexe for methodology of volume estimation.
• The total pure coffee volumes in India is estimated at
94400 tonnes
• Urban consumption dominates with about 73% of total
volumes and the remaining 27% accounts for rural
consumption (South India)
28
Pure Coffee Beans Volumes by Instant and Filter
URBAN
Instant Filter TOTAL Instant Filter NORTH 5850 1150 6990 84% 16% EAST 4840 140 4980 97% 3% WEST 7580 720 8250 92% 8%
SOUTH 23830 24890 48780 49% 51%
TOTAL 42100 26900 69000 61% 39%
RURAL SOUTH Instant Filter Instant Filter
11700 13700 25400 46% 54%
TOTAL Instant Filter Instant Filter
53800 40600 94400 57% 43%
• In the South zone, Tamil Nadu is the largest coffee consuming state, accounting for 36% of the coffee consumption.
• Karnataka follows with 31%, followed by Andhra Pradesh at 18%
• Kerala is the lowest at 15%.
• In the north, east and west zones, consumption of
instant coffee is more predominant than filter coffee.
However, in the south zone, consumption of filter
coffee is higher than instant coffee.
• About 74,000 MT is consumed in South India which is
78% share of all India consumption of 94,400 MT
• In south, Tamil Nadu is the largest coffee consuming
state with an estimated volume of about 26,705 MT
(36%) closely followed by Karnataka with 22,996 MT
(31%), Andhra Pradesh & Kerala account for about
13,352 MT (18%) and 11,127 MT (15%).
TN36%
Karnataka31%
AP18%
Kerala15%
State wise volume share in the South (Urban + Rural )
26,705 MT
11,127 MT
13,352 MT
22,996 MT
In tonnes
29
CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN –– 22000088
-- BBYY ZZOONNEE
30
Consumption by Zones Penetration
99 100 99 99 9892 94 95
8594
6875
44
73
27
310 13
50
91
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee
% R
espo
nden
ts
Base: All respondents (5993)
Penetration
� Penetration of any coffee is 92% ,
compares favorably with rea.
� Penetration of instant coffee is
68% for all urban India while it is
29% for filter coffee.
� Among zones, penetration is
comparatively lower in West zone
than others.
� Instant coffee penetration is the
highest at East, while filter coffee
penetration is the highest at
South.
� Filter coffee penetration is lower in
the North (3%), followed by East
(10%) and West (13%).
31
Consumption by Zones Yesterday Consumption: Coffee and Tea
8995 95 95
82
31
169
16
51
2316
814
34
80 1 1
17
All North East West South
Tea Any Co ffee Instant Coffee Fi lter coffee
Base : Those consuming the beverage in the past 12 months
% R
espo
nden
ts
� South dominates in yesterday’s
consumption of coffee with 51% of
the drinkers drinking it yesterday.
� Both North and West comes second
on yesterday’s consumption of coffee
at 116%.
� Yesterday consumption of coffee is
the lowest in East zone.
Yesterday’s consumption : Tea and Coffee
32
Consumption by Zones
Yesterday Consumption: All Beverages
0 20 40 60 80 100
All
North
East
West
South
Tea
Coffee
Plain milk
CSD
Butter milk (Chaas)
Natural beverages
Milk foods
Lassi (sweet / sour)
Packaged fruit juices
� At an All India level, apart from
Coffee and Tea, plain milk has the
highest yesterday consumption,
follwed by CSD.
� In North, plain milk is the second
most prominent beverage after tea.
Coffee comes third in position.
� While buttermilk is a more popular
drink in south, natural beverages
are popular in east.
Yesterdays Consumption: All beverages
Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, Thums Up etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.
33
Consumption by Zones
Daily habits (Yesterday / Consumed past 12 months): Tea and coffee
0.900.95 0.95 0.96
0.83
0.34
0.54
0.29
0.180.10
0.33
0.18
0.09
0.17
0.34
0.47
0.32
0.080.21
0.12
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee
� Predictably, both filter coffee and
instant coffee consumption has
the highest daily habit in the
traditional coffee market of the
South.
� Though in a smaller proportion,
instant coffee is a habit in North
and West.
Daily habits: Tea and Coffee
Base : Those consuming the beverage in the past 12 months
34
Consumption by Zones Daily habits (Yesterday / Consumed in past 12 month s): All beverages
All
North
East
West
South
Tea
Any Coffee
Plain milk
Butter milk (Chaas)
CSD
Natural beverages
Milk foods
Lassi (sweet / sour)
Packaged fruit juices
Flavored Milk
� When consumption of all
beverages other than tea and
coffee are considered, buttermilk
is most popular in south.
� Plain milk, packaged fruit juices
and lassi seem to be the favorites
in the north.
� Apart from tea and coffee,
packaged fruit juices and plain
milk are popular in the east.
Daily Habits: All beverages
Base : Those consuming the beverage in the past 12 months
%
35
Consumption by Zones
First Cup
� Tea is the dominant first cup
beverage across the country, with
north and west leading at 91%.
� Even in the traditional market of
the south zone, only about 26% of
drinkers had consumed coffee as
their first cup.
� In the other zones, scope of
coffee as a first cup is inadequate
at present.
78
9184
91
64
13
2 1 3
26
8
0 3
15
50 1
10
0 0
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee
% R
espo
nden
ts
First Cup
Base : Yesterday’s consumers
36
Consumption by Zones
First Cup Habits (Yesterday’s Consumers)
0.880.95
0.890.96
0.78
0.42
0.13 0.11
0.20
0.51
Al l N orth East W es t S outh
Tea An y C offe e
First cup/Yesterday index
� Across zones, first cup habit for tea is very
strong. This is true even in south, where coffee
has a stronghold.
� The South zone has the biggest habit of ‘any
coffee’ with an index of 0.51 which is comparable
to tea. South is followed by West with an index of
0.20.
Base: Yesterday’s consumers (1164)
37
Consumption by Zones
Share of throat
41
8
53
70
63
45
54
14
4
3
6
9
7
3
44
5
6
4
22
2
1
1
22
9
4
3
91412
32
17
2
4382
52
3
All North East West South
Butter milk
Lassi
Milk foods
Plain milk
Naturalbeverages
Packagedfruit juices
CSD
Filter coffee
InstantCoffee
Tea
Base : Yesterday’s volumes
% R
espo
nden
ts
• Across zones, tea dominates the share of
throat among people, with 70% in the
West and 63% in the East. Tea is
undoubtedly the most consumed
beverage.
• At an overall level, coffee has a share of
throat of 12% (instant +filter coffee).
• Coffee has the best share of throat in the
traditional coffee market of the south at
21%.
• In south, instant coffee secures second
place in yesterday’s share of throat.
• Filter coffee has a share of throat only in
the south.
• Among the other beverages, plain milk
dominates in the north and west, while
buttermilk in the south and lassi in the
north.
Share of Throat
38
Consumption by Zones
Average Number of cups consumed per person per day: All respondents
(Among drinkers and non drinkers)
� Daily consumption of coffee among the
entire population (both drinkers and non-
drinkers) is less than a cup across the
zones.
� The highest per capita consumption of
coffee is in the south at 0.71 cups.
� The highest number of cups of filter
coffee and instant coffee consumption is
seen in the South.
� East has the lowest daily consumption of
coffee.
2.12.3
2.9
2.2
1.8
0.39
0.09 0.12
0.71
0.280.08 0.11
0.48
0.11 0.010.230.13 0.13
0.010.00
Total North East West South
Tea Any Coffee Instant Coffee F ilter Coffee
Ave
rage
no.
of c
ups
Average number of cups : All respondents
Base : All respondents
39
Consumption by Zones
Average Number of cups consumed per person per day: Among drinkers
Base: All those who drank the beverage yesterday
2.3
8
2.4
1
3.1
3
2.3
4
2.2
3
1.1
4
1.22
2.3
4
1.6
4
1.0
9
1.8
8
1.75
1.4
4
1.7
7
1.0
0
1.9
9
1.10
1.22 1
.29 1
.59
1.0
0
Total North E ast W est S outh
Tea Any Coffee Instant Coffee Filter Coffee
• Daily Consumption of coffee among drinkers
(an average of 1.99 cups) compares quite well
with that of tea (average of 2.38 cups)
• Among filter coffee drinkers, expectedly, the
largest number of cups of filter coffee
consumed is in the South. West comes second.
Ave
rage
no.
of c
ups
Average number of cups : Among Drinkers
40
Consumption by Zones
Heaviness of consumption:
7 6 5
17
5
59
81
89
69
45
25
12
6
13
34
4
0 0 0
75
1
9
0.3
0.4
Total North East West South
Non Drinkers Occasional Drinkers Light Drinkers
Medium Drinkers Heavy Drinkers
• West has the highest proportion of non-
drinkers (17%).
• The traditional coffee market of the south
has the biggest proportion of light drinkers
(34%).
• There are very high proportion of occasional
consumers in east (89%) followed by north
(81%) and west (69%).
• Consumption is strongest in South, with 50%
consumers, 45% occasional drinkers and 5%
non-drinkers.
• South also has the largest proportion of
Heavy drinkers (9%)
Base : All respondents(5993)
% R
espo
nden
ts
Heaviness of consumption
41
Consumption by Zones
Frequency of Consumption in Summer and Winter: Week ly
� At an overall level, 53% of the people who had
consumed coffee in the past 12 months had also
consumed it at least once a week in summer. In
winter, this increases to 60%.
� In south zone, about 62% consumed coffee at least
once a week in summer. This remains almost the
same irrespective of the seasons.
� In all other zones, consumption of coffee increases
from summer to winter.
� Weekly consumption of coffee increases
considerably from summer to winter, especially in
the north and east zones.
� Irrespective of the seasons, the largest weekly
consumption of filter coffee is in the West.
� In the non traditional coffee markets of North, East
and West, filter coffee consumption is high even in
summer as this is more of a habit (Caution:
However, it should be noted that the base of
consumers in these zones are smaller compared to
the South)
Base : Consumed past 12 months
93 97 96 9788
5343 44
5062
5247 44
59 55
3829
23
36 40
17
45
159
3
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee Cold Coffee
% R
espo
nden
ts
9297 96 97
86
60 59 60 59 6058 62 6066
52
39 44
29
4438
8 611 14
4
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee Cold Coffee
% R
espo
nden
ts
Summer : Weekly
Winter : Weekly
Base : Consumed past 12 months
42
Consumption by Zones
Frequency of Consumption in Summer and Winter: Dail y
8795 91 94
79
3525
34
12
50
33 30 33
15
40
25
1021
4
30
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee
Base : Consumed past 12 months
� In summer, 90% of individuals who consumed the
beverage in the past 12 months also consume it daily,
while only 32% consumed coffee daily in summer.
� However, coffee fares better in the traditional market
of the south, with 53% consuming the beverage daily
in summer.
� Among the non-traditional coffee markets, the East
has the highest daily coffee consumption of 34%,
followed by the North (26%).
� All zones, with the exception of the West, lack
seasonal effect on daily consumption of coffee.
� Apart from the south, the east also has a good
proportion of consumers (21%) who consume filter
coffee on a daily basis.
9096 93 96
84
3626
34
15
53
35 31 33
20
42
27
1021
5
30
All North East West South
Tea Any Coffee Instant Coffee Filter Coffee
Summer : Daily
% R
espo
nden
ts
% R
espo
nden
ts
Winter : Daily
43
Consumption by Zones
Number of cups of coffee/day in summer and winter
6267
56
75
62
2518
23
4
26
80 0 0
81 0 0 0
9
All North East West South
2 cups 3 cups 4 cups 5 cups or more
Number of cups : In summer and winter
• An average of 2.39 cups of coffee in summer and
2.75 cups of coffee in winter are consumed across
zones.
• Among those consuming 2 or more cups of coffee
in a day, 62% consume just 2 cups a day in
summer.
• Among those who consume 2 or more cups of
coffee in winter, 46% consume 2 cups a day.
• Across the zones, the proportion of consumers
drinking more than 2 cups of coffee increases,
from summer to winter. However, the East shows
a reverse pattern.
* Average no. of cups
% R
espo
nden
ts
% R
espo
nden
ts
Summer
Base : Those consuming 2 or more cups of filter/instant/cold coffee in winter
Base : Those consuming 2 or more cups of filter/ins tant/cold coffee in summer
Winter
46
66 6977
38
28 24
6 8
32
112 0 0
156
0 2 07
All North East West South
2 cups 3 cups 4 cups 5 cups or more
2.39* 2.03 2.02 1.83 2.43
2.75* 2.3 2.13 1.98 2.91
44
Consumption by Zones
Places of consumption: Any coffee Yesterday
Base: Yesterday’s consumers (1164)
• About 83% of yesterday’s consumers
consumed coffee yesterday at home.
Only 17% consumed coffee out-of-
home.
• However, the consumption out-of-home
is high in theE (33%) and West zones
(24%). Out of home consumption is the
lowest in the South (16%)
% R
espo
nden
ts
Coffee - Where consumed ?
82 80
67
7684
18 20
33
24
16
All North East West South
At home Away from home
45
Consumption by Zones
Places of consumption: Any coffee yesterday
22
17
3
74
1417
72
14
9
14
1
10
0 0 0
51
0
8
17
66
6
0
76
0 23
0 0 0
5
All North East West South
Restaurant/ Hotels Canteen/ mess Coffee Cafes
Hot tea shop/ stalls Vending machines Someone else’s house
% R
espo
nden
ts
• Nearly half of those who consume coffee away
from home do so at hot tea shop / stalls.
• Consumers in the north prefer canteen / mess
and cafés.
• Vending machines are very popular in the east.
• Consumers in the west frequent restaurants
when they drink coffee out of home.
• In the south, out of home consumption happens
in hot tea shops / stalls followed by restaurants
and canteen / mess.
Base : Those consuming outside home (207)
46
Consumption by Zones
Types of coffee consumed at home
19
3 410
33
78
94 9688
63
3 3 1 2 4
All North East West South
Only Filter coffee Only Instant Coffee Both
% R
espo
nden
ts
Base: All housewives (1861)
• Housewives, who were interviewed as a part of
the sample, were asked about the type and
brand of coffee purchased for the household.
• Instant coffee dominates household purchase
especially in North & East (96% and 94%
respectively).
• Except the South, household purchase of filter
coffee is almost negligible in all zones.
• Proportion of those who buy both filter coffee
and instant coffee at home is negligible across
all zones.
Types of coffee consumed at home
47
CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN –– 22000088
-- BBYY SSEECC
48
Consumption by Socio Economic Classification (SEC)
Penetration
99 99 99 9992 93 92 91
68 7566 62
27 22 23 24
All SEC A SEC B SEC C
Tea Coffee Instant Coffee Filter coffee
% R
espo
nden
ts
Base: All respondents (5993)
9992
73
45
9
SEC D/E
• SEC A,B and C have been studied in all the
zones. SEC D/E is covered only in South..
• From SEC A to SEC C, there is a decreasing
trend in the penetration of coffee.
• Across all the SECs, Instant coffee penetration
is higher than filter coffee.
Note :
• SEC D/E have been studied only in a strong
coffee market, i.e. South zone, while SEC A-C
has been covered in all zones Thus in all charts
in this report, SEC D/E is reported separately
and is not comparable to the SEC A-C chart
* Note : Total here covers all SECs from A-E
% R
espo
nden
ts
Penetration
Penetration
Base: All respondents (5993)
Note : SEC A,B,C covered in North, East, West and South zones
SEC A-C covered in all zones
SEC D/E covered only in South
49
Consumption by SEC
Yesterday Consumption: Coffee and Tea -
89 89 90 89
31 30 26 2823 23 20 208 7 7 8
All SEC A SEC B SEC C
Tea Any Coffee Instant Coffee Filter coffee
• Yesterday consumption of any coffee is
comparatively higher among SEC A, then SEC
C and B.
• Instant coffee consumption is marginally higher
for SEC A, then SEC B and C.
• In the traditional coffee market of the south,
SEC D-E has 44% of the respondents
consuming any coffee yesterday.
• Even in the strong coffee market of south,
yesterday consumption of instant coffee
among SEC D/E is found to be more than that
of filter coffee.
% R
espo
nden
ts
% R
espo
nden
ts
Yesterday Consumption : Tea and Coffee
Yesterday Consumption : Tea and Coffee
Base : Those consuming the beverage in the past 12 months
Base : Those consuming the beverage in the past 12 months
SEC D/E covered only in South
SEC A-C covered in all zones
87
4433
12
SEC D/E
50
Consumption by SEC
Consumed Yesterday: All beverages • Yesterday consumption of any coffee is
marginally higher for SEC A.
• Filter coffee consumption is comparatively
lower than instant coffee consumption,
across all SECs.
% Respondents Yesterday Consumption : All beverages
Base : Those consuming the beverage in the past 12 months
SEC D/E are covered only in South
SEC A-C covered in all zones
Total SEC A SEC B SEC C SEC D/E Tea 89 89 90 89 87 Any Coffee 31 30 26 28 44 Instant Coffee 23 23 20 20 33 Filter coffee 8 7 7 8 12 Plain milk 28 39 33 24 12 CSD 7 8 7 7 6 Butter milk 7 4 5 7 13 Natural beverages 5 8 6 5 2 Mineral Water 4 6 5 3 4 Milk foods 3 4 3 4 1 Lassi (sweet / sour) 3 3 3 3 1 Packaged fruit juices 2 2 2 2 3 Glucose powders 1 1 1 1 0 Flavored Milk 1 1 1 0 0
51
Consumption by SEC
Daily habits (Yesterday / Past 12 months): Tea and coffee
0.88
0.48 0.45
0.26
SEC D/E
Daily Habits: Tea and Coffee
• Daily habit with reference to ‘Any coffee’
declines marginally from SEC A to B.
• Among SECs A, B & C, filter coffee is as much
as a habit as instant coffee.
• However, in the south, among SEC D/E, instant
coffee is more of a habit than filter coffee.
0.90 0.90 0.91 0.90
0.3
4
0.3
2
0.2
9
0.3
1
0.3
4
0.3
1
0.3
0
0.3
3
0.2
9
0.3
1
0.2
9
0.3
3
All SEC A SEC B SE C C
Tea
Any Coffee
Instant Coffee
Filter coffee
Daily Habits : Tea and Coffee
Base : Those consuming the beverage in the past 12 months
SEC D/E covered only in South
SEC A-C covered in all zones
% R
espo
nden
ts
52
Consumption by SEC
Daily habits (Yesterday / Past 12 months): All beve rages
• Tea, which is the main habit-forming
beverage, remains unchanged across SECs.
• Coffee, the second most habit-forming
beverage, shows a marginal decline in the
daily index from SEC A to C. The upward
skew in SEC D/E is owing to its coverage
only in south, the traditional coffee market.
• The third most consumed beverage across
SECs is plain milk and shows a clear decline
from SEC A to SEC D/E.
Daily Habits : All beverages
Base : Those consuming the beverage in the past 12 months
SEC D/E are covered only in South
SEC A-C covered in all zones
Total SEC A SEC B SEC C SEC D/E Tea 0.90 0.89 0.91 0.90 0.88 Any Coffee 0.34 0.32 0.29 0.31 0.48 Instant Coffee 0.34 0.31 0.30 0.33 0.45 Filter coffee 0.29 0.31 0.28 0.33 0.25 Plain milk 0.30 0.42 0.36 0.27 0.13 Butter milk (Chaas) 0.10 0.07 0.08 0.11 0.13 CSD 0.08 0.09 0.08 0.07 0.07 Natural beverages 0.06 0.08 0.06 0.06 0.02 Mineral Water 0.05 0.08 0.06 0.04 0.05 Milk foods 0.05 0.07 0.06 0.06 0.01 Lassi (sweet / sour) 0.04 0.04 0.04 0.05 0.01 Packaged fruit juices 0.03 0.03 0.03 0.03 0.04 Flavored Milk 0.01 0.01 0.02 0.01 0.01 Glucose powders 0.01 0.01 0.01 0.01 0.00
% Respondents
53
Consumption by SEC
First Cup
SEC D/E71
2215
7
• Tea is the first cup beverage in the day,
across SECs. The consumption pattern
is almost the same across higher SECs
(A, B & C).
• Any coffee as a first cup is also more or
the less the same across SECs A, B & C.
• In the south, in SEC D/E, tea is the first
cup for 71% of respondents while it is
12% for coffee.
• In SEC D/E, instant coffee is a more of a
first cup than filter coffee.
78 81 8278
139 10 13
85 5 8
5 4 4 5
All SEC A SEC B SEC C
Tea
AnyCoffee
Instant Coffee
Fi lter coffee
% R
espo
nden
ts
First cup
% R
espo
nden
ts
First cup
Base : yesterday’s consumers
Base : yesterday’s consumers
Note: SEC D/E covered only in South
SEC A-C covered in all zones
54
Consumption by SEC
First Cup Habits among Drinkers
0.880.92 0.90 0.87
0.81
0.42
0.31 0.
38
0.47 0.
50
0.35
0.21 0.
27
0.41 0.
46
0.61 0.64
0.64
0.60
0.55
All SEC A SEC B SEC C SEC D/E
Tea
Any Coffee
Instant Coffee
Filter coffee
First cup/Yesterday index
• Any coffee as a first cup habit
increases from SEC A to D/E.
• Filter coffee as a first cup habit is
more prominent than instant
coffee across all SECs.
• Filter coffee scores higher in terms
of habit than instant coffee in spite
of its lower base.
Base : Yesterday’s consumers
SEC A-C covered in all zones
Note: SEC D/E covered only in South
55
Consumption by SEC
Share of throat: Among Drinkers
1
5757545054
138
89
9
5
3
33 3
4
44
54
2
11
11
2
34
33
152022178
2222 1 0
2222
84334
Total SEC A SEC B SEC C SEC D/E
Butter milk
Lassi
Milk foods
Plain milk
Naturalbeverages
Packaged fruitjuices
CSD
Fil ter coffee
Instant Coffee
Tea
Base : Yesterday’s volumes
% V
olum
e
• Across SECs, tea has the highest
share of throat at 53%, which
increases from SEC A to SEC C.
• Coffee comes has third place in the
share of throat at 12%, behind plain
milk (17%).
• Compared to SEC A to C, both
instant and filter coffee consumption
is the highest among SEC D/E, in
south.
Share of Throat - Overall
56
Consumption by SEC
Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)
Base : All respondents (5858)
2.11
2.04 2.
21
2.17
0.39
0.40
0.31 0.36
0.28
0.28
0.23
0.26
0.11
0.12
0.08
0.10
Total SEC A SEC B SEC C
Tea Any coffee Instant Coffee Filter Coffee
• Among all individuals (drinkers as well as
non-drinkers) surveyed, the average
number of cups of coffee consumed shows
a decline from SEC A (0.40) to SEC B
(0.31).
• However, SEC C compares well with SEC
A (0.36).
• The average number of cups is higher for
instant coffee than filter coffee across
SECs.
1.98
0.53 0.400.13
SEC D/E
Ave
rage
no.
of c
ups
Average no. of cups
Average number of cups : All respondents
Average number of cups : All respondents
Base : All respondents (5858)
SEC D/E covered only in South
SEC A-C covered in all zones
57
Consumption by SEC
Number of cups consumed per person per day: Among d rinkers
1.99
1.86
1.85 2.
04
1.64
1.42 1.
62 1.78
1.75 1.
99
1.75
1.78
2.38
2.30
2.432.47
Total SEC A SEC B SEC C
Tea Any coffee Instant Coffee Filter Coffee
Base : Yesterday’s consumers
• Daily number of cups of coffee
consumed among SEC A (1.86) and B
(1.85) are similar. SEC C consumes
comparatively higher number of cups
daily (2.04).
• There is an increase in number of cups
of instant coffee consumed from SEC
A to C (1.42 to 1.78 cups).
• However, number of cups of filter
coffee declines from SEC A to SEC B.
• Among drinkers in SEC D/E in the
south, the average number of cups of
coffee consumed is highest at 2.25
cups.
2.2
7
2.25
1.73
1.53
SEC D/E
% R
espo
nden
ts
% R
espo
nden
ts
Average number of cups : Among drinkers
Average number of cups : Among drinkers
Base : Yesterday’s consumers
SEC A-C covered in all zones
58
Consumption by SEC
Heaviness of consumption: Number of cups of coffee consumed yesterday
• From SEC A to SEC C, the proportion
of non-drinkers of coffee ranges from
6% to 8%.
• The proportion of occasional drinkers
is the highest among SEC A and B
(62-63%).
• Medium to heavy drinkers are
generally lesser in proportions
(about 4-5%) who are distributed
across SEC A to C.
• SEC D/E has the highest proportion of
light drinkers (32%). The proportion of
the population are occasional drinkers
are also high (49%).
7 6 7 8
5963 62
58
2523 23 24
4 3 4 45 5 4 6
Total SEC A SEC B SEC C
Non Drinkers Occasional Drinkers Light Drinkers Medium Drinkers Heavy Drinkers
% R
espo
nden
ts
Heaviness of consumption
Heaviness of consumption
SEC A-C covered in all zones
6
49
32
5 .8 7.1
SEC D /E
SEC D/E covered only in South
% R
espo
nden
ts
Base : All respondents
Base : All respondents
59
Consumption by SEC
Frequency of Consumption in summer: Weekly
91
53 4831
SEC D/E
Tea Coffee Instant Coffee Filter Coffee
93 93 94 93
53 55 53 5152 57 52 5138 42 40 42
Total SEC A SEC B SEC C
Tea Coffee Instant Coffee Filter Coffee
• Weekly consumption of instant coffee in
summer declines across SEC A to SEC
C.
• Weekly consumption of instant coffee in
summer is higher than that of filter coffee,
across SEC A to SEC C, suggesting that
it is a habitual beverage.
• Among SEC D/E, weekly consumption of
filter coffee in summer is marginally lower
that instant coffee.
% R
espo
nden
ts
Base : Consumed in P12M
% R
espo
nden
ts
Summer : Weekly
Summer : Weekly
Base : Consumed in P12M
SEC A-C covered in all zones
SEC D/E covered only in South
60
Consumption by SEC
Frequency of Consumption in winter: Weekly
92 91 94 93
6065 62 5958
6659 58
3945
40 42
Total SEC A SEC B SEC C
Tea Any Coffee Instant Coffee Filter Coffee
Base : Consumed in P12M
• Weekly consumption of tea remains the
same across SECs.
• Weekly consumption of any coffee in
winter is the highest among SEC A, while
it declines among SEC B and C.
• Weekly consumption of any coffee
decreases from SEC A to C.
• It can be seen that the weekly
consumption of coffee increases from
summer to winter.
• Increase in winter consumption of instant
coffee is much higher compared to
increase in filter coffee consumption
• In SEC D/E, there is hardly any difference
in weekly consumption from summer to
winter. This indicates the absence of
seasonal effects in coffee consumption in
the south zone.
% R
espo
nden
ts
89
5246
31
SEC D/E
% R
espo
nden
ts
Winter: Weekly
Winter: Weekly
Base : Consumed in P12M
SEC A-C covered in all zones
SEC D/E covered only in South
61
Consumption by SEC
Frequency of Consumption in Summer: Daily • The daily consumption of coffee does not show
any appreciable difference among SECs.
• Compared to the proportion of coffee drinkers who
drink coffee at least once a week, the proportion of
people who consume it daily decreases across
SECs.
• However, filter coffee consumption is slightly lower
among SEC B than SEC A and C.
• Across SEC A, B & C, daily consumption of instant
coffee in summer is higher than that of filter coffee.
• In SEC D/E, about 46% of individuals who
consumed coffee in the past 12 months consume it
on a daily basis in summer.
• Daily consumption of filter coffee is the lowest in
the south, among SEC D/E.
% R
espo
nden
ts
Base : Consumed in P12M
Summer : Daily
88
4640
23
SEC D/E
Summer : Daily
Base : Consumed in P12M
SEC A-C covered in all zones
SEC D/E covered only in South
90 90 92 90
36 35 34 3435 35 34 3227 30
2531
Total SEC A SEC B SEC C
Tea Coffee Instant Coffee Filter Coffee
62
Consumption by SEC
Frequency of Consumption in winter : Daily • Daily consumption of any coffee in winter
does not show any difference between
summer and winter across SECs.
• Daily consumption of instant coffee in winter
is higher than that of filter coffee in SECs A
and B, with the exception of SEC C.
• SEC D/E has a higher daily consumption of
instant coffee than filter coffee.
87 87 90 88
35 34 32 3133 33 31 3025 2923
30
Total SEC A SEC B SEC C
Tea Any Coffee Instant Coffee Filter Coffee%
Res
pond
ents
82
4437
21
SEC D/E
% R
espo
nden
ts
Base : Consumed in P12M
Winter : Daily
Base : Consumed in P12M
Winter : Daily SEC A-C covered in all zones
SEC D/E covered only in South
63
Consumption by SEC
Number of cups of coffee/day in summer
2.39 2.48 2.46 2.31
68
24
61
SEC D/E
62
50
6065
2528
25 24
814
104
1 0 1 1
Total SEC A SEC B SEC C
2 cups 3 cups 4 Cups More than 5 Cups
• Average number of cups of coffee
declines slightly from SEC A to SEC C.
• Both SEC A and C consume co
comparatively more number of cups in
summer than SEC C and D/E.
Average
Base: All those consuming 1 or more cups of filter/ instant/cold coffee in summer
Number of cups in summer
Average 2.38
Number of cups in summer
SEC A-C covered in all zones
SEC D/E covered only in South
Base: All those consuming 1 or more cups of filter/ instant/cold coffee in summer
% R
espo
nden
ts
% R
espo
nden
ts
64
Consumption by SEC
Number of cups of coffee/day in winter
2.75 2.85 2.79 2.63
Base: All those consuming 2 or more cups of filter/ instant/cold coffee in winter
Average
• The number of cups of coffee
consumed increases from summer
to winter, across SECs.
• A lesser proportion of respondents
consume 3 cups in SEC A/B as
compared to SEC C.
• Average number of cups of coffee
consumed in winter decreases from
SEC A - C.
• Consumption of 3 cups in winter is
the highest among SEC D/E.
Number of cups in winter
Number of cups in winter
Base: All those consuming 2 or more cups of filter/ instant/cold coffee in winter
SEC A-C covered in all zones
SEC D/E covered only in South
4642
48 50
2822 22
30
1115
1286 7 8
5
Total SEC A SEC B SEC C
2 cups 3 cups 4 Cups More than 5 Cups
4135
12
4
SEC D/E
Average 2.76
% R
espo
nden
ts
% R
espo
nden
ts
65
Consumption by SEC
Places of consumption: Any coffee Yesterday
82 79 7884
18 20 2014
Total SEC A SEC B SEC C
At Home Out of Home
% R
espo
nden
ts
Base: Yesterday’s consumers (2076)
• About 82% of individuals who
consumed coffee yesterday
consumed it at home
• Only about 18% of those who
consumed coffee yesterday
consumed it away from home.
• The incidence of coffee being
consumed out of home is lowest for
lower SECs (D/E and C).
• The out-of-home consumption of
coffee is found to be higher in SEC A
and B than SEC C and D/E.
85
15
SEC D/E
% R
espo
nden
ts
Where consumed coffee?
Where consumed coffee?
Base: Yesterday’s consumers (2076)
SEC A-C covered in all zones
66
Consumption by SEC
Places of consumption: Any coffee Yesterday
• Among those consuming coffee out of
home, hot tea shop / stalls are preferred
across SECs.
• Preference for hot tea stalls is the
highest among lower SECs.
• Vending machines is popular among
SEC A (11%) & SEC C (8%).
• Only about 1% of those who had coffee
yesterday, consumed it in coffee cafés.
This is driven by SEC B.
• Among SEC D/E in the south, majority of
coffee consumption out-of-home
happens in a hot tea shop / stall.
1924
20 2015
12
23
15
1 0 3 0
45
3431
50
511
28
Total SEC A SEC B SEC C Restaurant/ Hotels Canteen/ mess Coffee Cafes
Hot tea shop/ stalls Vending machines
Base: Those consuming coffee out of home (207)
% R
espo
nden
ts
26
3
11
60
0
SEC D/E
% R
espo
nden
ts
Where consumed away from home?
Where consumed away from home?
Base: Those consuming coffee out of home (200)
SEC A-C covered in all zones
SEC D/E covered only in South
67
Consumption by SEC
Types of coffee consumed at home
19 16 16 19
78 82 80 80
3 2 4 2
All SEC A SEC B SEC C
Only Filter coffee Only Instant Coffee Both
% R
espo
nden
ts
Base: All housewives consuming coffee at home (1861 )
• Across SEC A-C, household consumption of
instant coffee is higher than filter coffee.
• Purchase of both instant and filter coffee is
very small.
% R
espo
nden
ts
Types of coffee consumed in household
Types of coffee consumed in household
Base: All housewives consuming coffee at home (1861 )
SEC A-C covered in all zones
SEC D/E covered only in South
28
69
4
SEC D/E
Series2 Series1 Series3
68
CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN –– 22000088
-- BBYY AAGGEE AANNDD GGEENNDDEERR
69
Consumption by Age and Gender Penetration - Gender
% R
espo
nden
ts
99
99
92
92
92
84
68
69
68
26
28
99
Total
Male
Female Filter coffee
Instant Coffee
Any Coffee
Tea
• Across genders consumption of any coffee in
the last 12 months is more or less the same.
• 99% of the respondents have consumed tea
in the past 12 months.
• Instant coffee consumption is more than that
of filter coffee consumption for both the
genders.
Base : All respondents (5993)
Penetration : Gender
70
Consumption by Age and Gender
Penetration - Age Group
99
99
99
100
99
92
92
94
93
93
88
68
68
69
70
69
64
27
26
29
26
28
28
99
Total
15 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 + yrs
Filter coffee
Instant Coffee
Any Coffee
Tea
Base : All respondents (5993)
• Coffee penetration is almost similar
across age groups. However, among
the age group 55+ years, coffee
consumption is marginally lower than
the other age groups.
• Instant coffee penetration is higher
when compared to filter coffee
penetration across age groups. % R
espo
nden
ts
Penetration : Age groups
71
Consumption by Age and Gender
Yesterday Consumption: Coffee and Tea
91
87
31
31
31
23
23
23
8
8
8
89
Total
Male
Female
Tea Any Coffee Instant Coffee Filter Coffee%
Res
pond
ents
• Yesterday consumption of tea is slightly
higher among males (91%).
• There are no differences between genders
in terms of yesterday’s consumption of
coffee.
Yesterday Consumption : Gender
Base : Those consuming the beverage in the past 12 months
72
Consumption by Age and Gender Yesterday Consumption: Coffee and Tea
85
92
90
92
87
31
31
30
33
29
32
23
23
22
26
21
23
8
8
8
8
8
9
89 Total
15 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 + yrs
Tea Any Coffee Instant Coffee Filter Coffee
• Across age groups, there is no major
difference in yesterday consumption of
any coffee.
• Yesterday consumption of instant
coffee is greater than that of filter
coffee across age groups.
• Yesterday consumption of instant
coffee is slightly more in the age
groups of 15-24 years and 35 -44
years.
• There is no change in the consumption
of filter coffee across age groups.
% R
espo
nden
ts
Yesterday Consumption : Age groups
Base: Those consuming the beverage in the past 12 m onths
73
Consumption by Age and Gender Yesterday Consumption: All beverages
% Respondents
• Gender or age does not influence any
coffee consumption yesterday.
• Coffee is the second most consumed
beverage at 31% across age and
gender.
• Plain milk scores third next to tea and
coffee in yesterday consumption. It is
slightly higher in the younger age
groups (15-24 years) and older age
group (55+ years).
• Apart from these beverages, CSDs
(most popular among 15-34 years),
buttermilk and natural beverages are
also favoured.
Yesterday Consumption – All beverages: Gender and Age groups
Base : Those consuming the beverage in the past 12 months
Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, ThumsUp etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.
Total Male
Female 15-24 years
25-34 years
35-44 years
45-54 years
55+ yearS
Tea 89 91 87 85 92 90 92 87 Any Coffee 31 31 31 31 30 33 29 32 Instant Coffee 23 23 23 23 22 26 21 23 Filter coffee 8 8 8 8 8 8 8 9 Plain milk 28 30 25 32 28 24 23 28 CSD 7 9 5 13 6 7 3 2 Butter milk (Chaas) 7 7 7 7 7 8 5 8 Natural beverages 5 5 6 6 6 6 4 4 Mineral Water 4 5 4 4 5 4 5 4 Milk foods 3 3 4 6 2 2 2 2 Lassi (sweet / sour) 3 3 3 3 3 2 3 2 Packaged fruit juices 2 3 2 4 2 3 1 1 Glucose powders 1 1 1 1 0 1 0 1 Flavored Milk 1 1 0 1 0 0 1 0
74
Consumption by Age and Gender
Daily habits (Yesterday / Past 12 months): Tea and coffee
0.90 0.91
0.88
0.86
0.92
0.91 0.92
0.88
0.34
0.33
0.34
0.33
0.32 0.
36
0.31 0.
36
0.34
0.34
0.34
0.34
0.33 0.
37
0.30 0.
35
0.29 0.30
0.27 0.29
0.27 0.
29 0.30 0.
32
Total Male Female 15-24Years 25-34Years 35-44Years 45-54Years 55+Years
Tea Any Coffee Instant Coffee Filter coffee
• Across age and gender, tea is the
habitual beverage among those who
have consumed the beverage in the
past 12 months across.
• With an index of 0.34, instant coffee is
slightly more of a daily habit than filter
coffee.
Daily habits: Gender and Age groups
Base : Those consuming the beverage in the past 12 months
75
Consumption by Age and Gender
Daily habits (Yesterday / Past 12 months): All beve rages • Coffee as a habit comes second,
after tea. Plain milk
• Among those who consumed the
beverage in the past 12 months,
there are no major differences
across gender and age groups.
• Instant coffee is preferred slightly
more by the age group 35-44
years and filter coffee is preferred
slightly more by the age group
55+ years.
Daily habits – All beverages : Gender and Age grou ps
Base : Those consuming the beverage in the past 12 months (5993)
Total Male
Female 15-24 years
25-34 years
35-44 years
45-54 years
55+ years
Tea 0.90 0.91 0.88 0.86 0.92 0.91 0.92 0.88 Any Coffee 0.34 0.33 0.34 0.33 0.32 0.36 0.31 0.36 Instant Coffee 0.34 0.34 0.34 0.34 0.33 0.37 0.30 0.35 Filter coffee 0.29 0.30 0.27 0.29 0.27 0.29 0.30 0.32 Plain milk 0.30 0.32 0.28 0.35 0.31 0.26 0.25 0.31 Butter milk (Chaas) 0.03 0.03 0.02 0.04 0.02 0.04 0.02 0.02 CSD 0.06 0.06 0.06 0.06 0.06 0.06 0.05 0.04 Natural beverages 0.05 0.06 0.05 0.05 0.06 0.05 0.06 0.06 Mineral Water 0.05 0.05 0.06 0.09 0.04 0.04 0.03 0.03 Milk foods 0.04 0.04 0.04 0.04 0.04 0.03 0.05 0.02 Lassi (sweet / sour) 0.01 0.01 0.01 0.02 0.01 0.01 0.00 0.01 Packaged fruit juices 0.01 0.02 0.01 0.02 0.01 0.01 0.02 0.01 Flavored Milk 0.08 0.09 0.06 0.14 0.06 0.07 0.04 0.02 Glucose powders 0.10 0.10 0.10 0.10 0.10 0.11 0.07 0.12
76
Consumption by Age and Gender First Cup
78 79 77 7680 79
8276
13 14 13 12 14 1216 16
8 9 9 710
6 835 5 4 5 3 5
83
All Male Fem ale 15 - 24 yr s 25 - 3 4 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea
Any Cof fee
Instant Cof fee
Filt er coffee
• Across the gender and age groups, tea
dominates as the first drink of the day.
• Consumption of coffee as the first
beverage does not show any significant
difference across age groups and
gender. However, consumption of
instant coffee is slightly more among
younger age groups (25-34 years).
First drink of the day: Gender and Age groups
% R
espo
nden
ts
Base : Those consuming the beverage in the past 12 months (5993)
77
Consumption by Age and Gender First Cup Habits
0.88
0.87
0.8
9
0.8
9
0.8
7
0.8
8
0.8
9
0.87
0.4
2
0.38 0.
46
0.42
0.3
9
0.4
1
0.3
9 0.5
0
0.35
0.3
1 0.39
0.38
0.32 0.
39
0.2
9
0.3
4
0.61
0.5
8 0.65
0.5
4
0.59
0.46
0.64
0.9
1
All Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea Any Coffee Instant Coffee Filter coffee
• 88% yesterday’s tea consumers
consume it as their first cup
whereas only 42% of coffee
consumers consume coffee as
their first cup.
• Filter coffee is clearly more of a
habit than instant coffee across
gender and age.
• Filter coffee is more of a habit
among females.
• Filter coffee is undeniably more of
a habit than instant coffee among
older age group (45+ years).
Among 55+ years, filter coffee is
more of a habit than tea.
First cup/Yesterday index : Gender and Age groups
Base : Those consuming the beverage yesterday
78
Consumption by Age and Gender
Share of throat - Gender
4 4
5454 55
89 933
354 321 133 4
1817 16
2 2 22 2 241
Total Male Female
Butter milk
Lassi
Milk foods
Plain milk
Natural bev erages
Packaged fruit juices
CSD
Fil ter coffee
Instan t Coffee
Tea
Base : Yesterday’s volumes
% S
hare
in v
olum
e
• The share of throat for both coffee
and tea remains almost unchanged
across gender.
• Tea has the highest share of throat
at 54% while coffee (including filter
and instant coffee) has 12% share
of throat in beverages consumed
yesterday.
Share of throat : Gender
79
Consumption by Age and Gender Share of throat – Age groups
% S
hare
in v
olum
e
• Across the age groups, tea continues
to dominate the share of throat with
more than half of the volume of all
beverages consumed yesterday.
• After tea, plain milk has the highest
share followed by coffee (12%)
across all age groups.
Share of throat : Age groups
Base : Yesterday’s volumes
5660
57
10
89
33
34
21
21
1
4 3
3
1718
17 15 1519
2 4 1 1 1 12 2 2 1 2 1
4 4 4 5 3 5
4954 56
9
9 93
33
7
4 421 133 3
Total 15-24 years 25-34 years 35-44 years 45-54 years 55+YEARS
Butter milk
Lassi
Milk foods
Plain milk
Naturalbeverages
Packaged fruitjuices
CSD
Filter coffee
Instant Coffee
Tea
80
Consumption by Age and Gender Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)
2.1
1.8
2.22.3 2.3 2.2
0.39
0.37
0.37
0.40
0.36 0.46
0.28
0.28
0.28
0.30
0.24 0.3
1
0.11
0.09
0.09
0.10
0.12
0.15
Total 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea Any coffee Instant Coffee Filter Coffee
2.11
2.24
1.97
0.39
0.38
0.39
0.28
0.27
0.29
0.11
0.11
0.10
Total Male FemaleTea Any coffee Instant Coffee Filter Coffee
• Daily consumption of instant coffee is similar
across gender.
• Daily consumption of instant coffee is slightly
higher among females.
• With the exception of oldest age group (55+
years), daily consumption of coffee is almost the
same in other age groups as well as genders.
Base: All respondents
Ave
rage
no.
of c
ups
Ave
rage
no.
of c
ups
Average number of cups - All respondents: Gender
Average number of cups - All respondents: Age group s
Base : All respondents
81
Consumption by Age and Gender
Average Number of cups consumed per person per day : Among drinkers
2.382.48
2.27
1.99 1.942.06
1.64 1.591.69 1.70
1.791.75
Total Male FemaleTea Any coffee Instant Coffee Filter Coffee
2.38
2.11
2.38 2
.54
2.51 2.5
7
1.8
9 2.0
4
1.99
2.00 2
.14
1.60 1
.78
1.63 1.
80
1.7
5
1.5
3
1.5
4
1.8
4
1.9
2
2.25
1.99
1.64
1.5
0
Total 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Taa Any Coffee Instant Coffee Filter Coffee
Base : Among those had the beverage yesterday
Ave
rage
no.
of c
ups
• National average of coffee consumption is among
drinkers is 1.99 cups per day.
• Among drinkers, men favour filter coffee slightly
more than women.
• Drinkers in the age group of 35+ years consume
filter coffee the most.
• Average number of cups of filter coffee
consumption in increases with increase in age
groups.
Ave
rage
no.
of c
ups
Average number of cups - Among drinkers : Gender
Average number of cups - Among drinkers : Age group s
82
Consumption by Age and Gender Heaviness of consumption: number of cups of coffee consumed yesterday
Total Male Female 15-24 years
25-34 years
35-44 years
45-54 years
55+ years
Non Drinkers 7 7 7 8 7 7 6 7 Occasional Drinkers 59 60 58 61 59 58 60 57 Light Drinkers 25 24 25 23 25 26 24 26 Medium Drinkers 4 4 4 3 5 4 4 3
Heavy Drinkers 5 5 5 5 5 5 5 7
Base : All respondents
% Respondents
• There are no gender differences as far
as non-drinkers or drinkers are
concerned. Thus occasional drinkers
could be found in both the genders.
Heaviness of Consumption: Gender and Age groups
83
Consumption by Age and Gender Frequency of Consumption in summer: At least once a week
93 9491 90
95 94 9592
53 53 53 53 54 5550 5152 53 51
54 54 5449
4338 38 39 37 37
4236
41
1714
2118 18
16 1713
Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea Any Coffee Instant Coffee Fi lter Coffee Cold Coffee
% R
espo
nden
ts
Weekly Frequency of consumption in summer : Gender and Age groups
Base : Those consuming the beverage in the past 12 months
• About 93% of the population who
consumed tea in the last 12 months also
consume it at least once a week in
summer.
• Coffee is consumed by about 53% of
respondents in summer on a weekly basis.
• Instant coffee consumption is more
frequent than that of filter coffee, with 52%
of respondents consuming it at least once
a week.
84
Consumption by Age and Gender Frequency of Consumption in winter : At least once a week
92 9490 89
94 93 9491
6057 5759 57
59 6158
49
39 39 39 38 40 39
8 9 610
4
117 6
616161
606056
58
3641
Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea Any Coffee Instant Coffee Filter Coffee Cold Coffee
% R
espo
nden
ts
• Weekly consumption of coffee increases in
winter across gender and age groups as
compared to summer.
• In winter, weekly consumption of instant
coffee increases more than that of filter
coffee as compared to summer.
Weekly Frequency of consumption in winter: Gender and Age groups
Base: Those consuming the beverage in the past 12 m onths
85
Consumption by Age and Gender
Frequency of Consumption in summer: Daily
9289 87
93 92 9389
36 3538 37 36 37
3439
3531
34
2724
2925 25
28 2831
90
35 353538
35
Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
Tea Any Coffee Instant Coffee Filter Coffee
% R
espo
nden
ts
• Across gender and age groups, daily
consumption of instant coffee is about
35% in summer.
• Instant coffee has a better daily
consumption in summer than filter
coffee, especially among younger age
group (15-24 years).
Daily Frequency of consumption in summer : Gender and Age groups
Base : Those consuming the beverage in the past 12 months
86
Consumption by Age and Gender Frequency of Consumption in winter: Daily
87 8 98 5
8 3
8 9 8 9 9 087
3 5 3 43 6 3 5 3 4 3 5
32
3 8
3 3 3 3 32 3 4 3 2 3 33 0
3 2
2 523
2 82 4 2 4
2 7 2 62 9
T o ta l M a le F e m a le 1 5 - 2 4 y rs 2 5 - 3 4 y rs 3 5 - 4 4 y rs 4 5 - 5 4 y rs 5 5 + y rs
T e a A n y C o ffe e In s ta n t C o ffe e F ilte r C o ffee
• There is no difference in daily
consumption of coffee either in
winter or summer.
• Across all the groups, daily
consumption of filter coffee is
marginally higher among women
and older age groups.
% R
espo
nden
ts
Daily Frequency of consumption in winter: Gender a nd Age groups
Base : Those consuming the beverage in the past 12 months
87
Consumption by Age and Gender Number of cups of coffee/day in summer
2.39 2.44 2.34 2.26 2.43 2.44 2.4 2.49
4 5 37
2 4 61
6258
6764 62 62
5965
25 25 24 26 2722
26 23
8 114 4
811 9 8
1 0 1 0 1 1 0 3
Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
1 Cup 2 Cups 3 Cups 4 Cups More than 5 Cups
% R
espo
nden
ts
• Among those respondents who
consume more than 2 cups of
coffee, about 62% consumed 2
cups in summer.
• Heavy drinkers consuming more
than 4 cups a day are mainly from
35+ years age group.
Base: All those consuming 1 or more cups of filter/ instant/cold coffee in summer
Number of cups in summer : Gender and Age groups Average
88
Consumption by Age and Gender Number of cups of coffee/day in winter
2.75 2.79 2.7 2.67 2.78 2.79 2.69 2.81
Base: All those consuming 1 or more cups of filter/ instant/cold coffee in winter
1 2 1 1 02 2 1
4643
4851
43 43 44 45
28 28 2823
3127
30 29
11 11 1216
128 8 10
6 74 3 5
95
8
Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs
1 Cup 2 Cups 3 Cups 4 Cups More than 5 Cups
% R
espo
nden
ts
• Average number of cups of coffee
consumption increases in winter
when compared to summer across
all the groups.
• This is on account of both medium
and heavy consumers.
Number of cups in winter : Gender and Age groups Average
89
Consumption by Age and Gender
Places of consumption: Any coffee Yesterday
82
71
95
8379 80 79
88
18
27
5
1720 19 18
11
Total Male Female 15-24 years 25-34 years 35-44 years 45-54 years 55+ YEARS
At home only At home and outside home
% R
espo
nden
ts
Base: Yesterday’s consumers
• Across gender and age, yesterday
consumption of coffee is primarily at home.
• Out of home consumption is highest among
25-44 years age group.
• There is a significant gender difference to
place of consumption. While 95% of
females consumed coffee at home, only
71% of males consumed it at home. Out-of-
home consumption is considerably more
among males than female (27% vs. 5%)
• Compared to other age groups (15-34
years), a larger proportion of younger age
groups consume coffee out-of-home.
Coffee-Where consumed? : by Gender and Age groups
90
Consumption by Age and Gender Places of consumption: Any coffee Yesterday
1917
31
37
10
15 1517
15 1517
27
13
811 11
1 1 0 0 03
0 0
45
51
6
12
64
49
61
32
5 63
9
1
57
11
31
14
41
8
0 1
Total Male Female 15 - 24yrs
25 - 34yrs
35 - 44yrs
45 - 54yrs
55 + yrs
Restaurant/Hotels
Canteen/ mess
Coffee Cafes
Hot tea shop/stalls
Vendingmachines
Someone else’shouse
% R
espo
nden
ts
Base: Those consuming coffee away from home
• Amongst those consuming coffee
away from home, men prefer hot
tea shops / stalls whereas women
prefers restaurants and canteen /
mess.
• The youngest age group (15-24
years) prefers restaurants and
canteen/mess while older age
groups prefer hot tea shops /stalls.
Where consumed away from home : Gender and Age gro ups
91
Consumption by Age
Types of coffee consumed at home
1914 15
20 18
30
78 81 8278 78
69
3 5 3 2 3 1
All 15-24Years 25-34Years 35-44Years 45-54Years 55+Years
Only Filter coffee Only Instant Coffee Both
% R
espo
nden
ts
Base: All housewives consuming coffee
• Respondents who were housewives were
asked about their household purchase of
coffee.
• Household consumption of instant coffee is
much higher than filter coffee.
• Housewives in the older age group of 55+
years buy comparatively more of filter coffee
than other age groups.
Types of coffee consumed in the household: Age grou ps
92
COFFEE CONSUMPTION IN
RURAL SOUTH INDIA –2008
93
Rural South India
Penetration
Base : All respondents (986)
• Like urban areas in India, tea continues to
lead rural South areas in penetration.
• However, coffee penetration is almost
equivalent to tea penetration.
• Filter coffee has a higher penetration than
instant coffee. % R
espo
nden
ts
Penetration
97 94
4354
Tea
Coffee
Instant Coffee
Filter coffee
94
Rural South India Yesterday Consumption: Coffee and Tea
• 76% of tea drinkers in the rural area also
consumed it yesterday.
• However, only about 45% of the coffee
drinkers consumed coffee yesterday.
• Yesterday consumption of filter coffee is
more than that of instant coffee.
% R
espo
nden
ts
Yesterday Consumption : Tea and Coffee
Base : Those consuming the beverage in the past 12 months
76
45
12
33
Tea
Any Coffee
Instant Coffee
Filter coffee
95
Rural South India Yesterday Consumption: All beverages
% R
espo
nden
ts
• Tea is the most consumed beverage of all
the beverages consumed yesterday.
• Coffee comes second (45%), follwed by
buttermilk (26%)
• Apart from these beverages, a considerable
proportion (13%) also consumed plain milk
yesterday.
Yesterday Consumption: All beverages
Base : Those consuming the beverage in the past 12 months
1
2
2
2
13
26
45
76 Tea
Any Coffee
Butter milk
Plain milk
Packaged fruit juices
Natural beverages
CSD
Milk foods
96
Rural South India Daily habits (Yesterday / Past 12 months): Tea and coffee
0.79
0.48
0.28
0.68
Tea Any Coffee Instant Coffee Filter Coffee
• Daily habit is a calculated ratio of those who
consumed the beverage yesterday to those who
have consumed it in the past 12 months.
• 79% of individuals, who consumed tea in the past
12 months, consumed it yesterday also, making
tea the most habit-forming beverage in the rural
south.
• Compared to tea, Coffee has a comparatively
lower index of 0.48 in the rural south.
• Filter coffee, as a daily habit, fares better than
instant coffee. With an index of 0.68, it fares
almost similar to tea.
Yesterday Consumption : Tea and Coffee
97
Rural South India
Daily habits (Yesterday / Past 12 months): All beve rages
• In the daily habits chart, tea is followed by,
coffee, buttermilk and plain milk.
Daily Habits : All beverages
Base : Those consuming the beverage in the past 12 months
79
48
30
16
4 4 2 2
Tea
Any Coffee
Butter milk
Plain milk
Packaged fruit juices
Milk foods
CSD
Natural beverages
98
Rural South India First Cup
First Drink of the day
• Tea, at 64%, is the dominant first cup
beverage in the rural south.
• Only 30% of coffee drinkers drink coffee as
their first cup.
• About 26% of coffee drinkers drink filter coffee
as their first cup whereas only 4% of coffee
drinkers drink instant coffee as first cup
yesterday.
% R
espo
nden
ts
Base : Yesterday’s consumers (986)
64
30
4
26
Tea
Coffee
Instant Coffee
Filter coffee
99
Rural South India
First Cup Habits
First cup/Yesterday index
• Tea continues to dominate the first cup habits
among rural south areas.
• With an index of 0.67, coffee fares almost
similar to tea in first cup habits.
• Filter coffee has a higher first cup index than
instant coffee, which shows filter coffee is
more of a first cup habit.
Base: Yesterday’s consumers (986)
0.84
0.67
0.33
0.79
Tea
Coffee
Instant Coffee
Filter coffee
100
Rural South India
Share of throat
51
4
11
91
17
14
1
Rural South India
Butte r milk (Chaas)
M ilk foods
P la in m ilk
N atural beverages
Packaged fruit juices
C SD
F ilte r cof fee
I nstant Co ffee
T ea
• Tea retains a major share of throat,
accounting for 51% of yesterday’s volumes.
• Instant coffee and filter coffee, which
comes next, together account for 18% of
yesterday’s volumes.
• Buttermilk and plain milk follows coffee, at
around 17% and 9% respectively.
Base : Yesterday’s volumes
Share of Throat
% S
hare
of v
olum
e
101
Rural South India Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)
Base: All respondents (986)
• Average number of cups of coffee consumed
among all surveyed individuals, including
drinkers and non-drinkers, is about 0.56 cup,
when compared to 1.67 cups of tea.
• Average number of cups of instant coffee is
comparatively smaller than that of filter coffee.
Average number of cups : All respondents
Avg
. no
. of c
ups
1.67
0.56
0.13
0.43
Tea
Any Coffee
Instant Coffee
Filter Coffee
102
Rural South India
Average Number of cups consumed: Among drinkers
2.20
2.59
1.461.57
Tea Any coffee Instant Coffee Filter Coffee
Base : Yesterday’s consumers (509)
• Coffee drinkers, on an average
consume 2.59 cups of coffee daily,
which is slightly higher than tea at 2.20
cups.
• The number of cups consumed by filter
coffee drinkers is slightly higher (1.57)
than that of instant coffee drinkers
(1.46). It also essentially means that
most people in rural areas drink both
instant and filter coffee.
Average number of cups: Drinkers
Avg
. no.
of c
ups
103
Rural South India
Heaviness of consumption: Number of cups of coffee consumed yesterday
• Amongst rural coffee consumers, a majority
(62% of individuals) are occasional drinkers
and about 22% are light drinkers and about
7% of rural respondents are non drinkers of
coffee.
• Both heavy drinkers and medium drinkers
together constitute about 10% of the total
rural respondents.
62%
22%
6%
7%3%
Non Drinkers Occasional Drinkers Light Drinkers
Medium Drinkers Heavy Drinkers
Base : All respondents (960)
% R
espo
nden
ts
Heaviness of consumption
104
Rural South India Consumption in summer/ winter: Weekly and Daily
• The difference in weekly or daily coffee consumption
between winter and summer is negligible, indicating
lack of seasonal variation in rural south India.
% R
espo
nden
ts
Weekly Consumption Frequency: Summer and winter
Base: Consumed past 12 months (986)
Daily Consumption Frequency: Summer and Winter
88
62
36
56
87
61
40
56
Tea Any Coffee InstantCoffee
FilteredCoffee
Base: Consumed past 12 months (986)
81
51
21
45
79
45
20
41
Tea Any Coffee Instant Coffee Filtered Coffee
% R
espo
nden
ts
S
W
S
S S
W
W W
W
W
W
W
S
S
S
S
S- Summer, W-Winter
105
Rural South India
Number of cups of coffee/day in summer/winter
• The average coffee consumption is 2.23 cups a
day in summer, which increases to 2.86 cups a
day in winter.
• There is considerable increase in the
consumption of 2 cups of coffee in summer.
However, consumption of 3 cups or more is
higher in winter.
Number of cups of coffee: Summer and Winter
% R
espo
nden
ts
Base: All those consuming 2 or more cups of filter/instant/cold coffee in summer/winter
31
62
32
23
15
41 0
Winter Summer
2 cups 3 cups 4 cups 5 or More
Average number of coffee cups: in summer - 2.23 in winter -2.86
106
Rural South India
Coffee types consumed in household • The housewives in the sample were asked
about coffee purchased for the household.
• About 80% of the rural households buy only
filter coffee while only 15% buy instant
coffee. And the rest buy both instant and
filter coffee.
Base: All housewives whose family members consume C offee at home (249)
Types of coffee consumed in the household
80
155
Filter Coffee Instant Coffee Both
% R
espo
nden
ts
107
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108
Findings: by Consumers of Coffee
Share of throat
• Among coffee drinkers, coffee has the largest share
of throat at 39% (including filter coffee (19%) and
instant coffee (20%)).
• Among coffee drinkers, both tea (22%) and plain
milk (12%) has also a considerable share of throat.
Base: All coffee consumers
22
20
19
12
7
7
6 3
1
2008
Milk foods
Packaged fruit drinks
Natural beverages
CSD
Butter milk
Filter coffee
Plain milk
Mineral Water
Instant Coffee
Tea
109
Findings: by Consumers of Coffee
Average no. of cups/person/day
1.99
1.10 1.141.22
2.34
All North East West South
• Daily Consumption of coffee among drinkers is about
1.99 cups.
• Daily consumption of coffee is the highest in the
traditional coffee market of South, where an average of
2.34 cups is consumed by every coffee drinker.
Base: Yesterday’s coffee consumers
Note = Average number of cups per person per day is according to the respondents. That is, the size and type of cups is they use.
110
Findings: by Consumers of Coffee
Average no. of cups/person/day
• Daily Consumption of coffee among drinkers is at an
average of ~2 cups.
• Consumption of coffee per day increases marginally
from SEC A to D/E.
• On an average, SEC D/E, from the traditional coffee
market – the south – consumes 2.25 cups per person
per day.
SEC D/E covered only in south
Base: Yesterday’s coffee consumers
1.991.86 1.85
2.04
2.25
All SEC A SEC B SEC C SEC D/E
111
Findings: by Consumers of Coffee
Average no. of cups/person/day
1.99
1.89
2.04
1.992.00
2.14
1.94
2.06
All 15-24years
25-34years
35-44years
45-54years
55+ years Male Female
Base: Yesterday’s coffee consumers
• Among drinkers, women drink comparatively
more coffee than men.
• Daily consumption of coffee is highest among the
oldest age groups (55+ years), followed by those
in the age group of 25-34 years and 45-54 years.
112
Findings: by Occasional Consumers of Coffee
100 100
5549
Tea Any Coffee Instant Coffee Filter Coffee
• Among occasional drinkers of coffee (i.e. those who
have drunk coffee in the past 12 months, but not
yesterday) tea and coffee has an equal and 100%
penetration.
• Instant coffee penetration is comparatively more
than filter coffee.
Penetration (Past 12 months):Tea & Coffee
Base: Occasional coffee consumers
113
Findings: by Occasional Consumers of Coffee
100
49
49
6
82
63
99
92
14
53
25
86
37
Tea
Instant Coffee
Filter coffee
Cold Coffee
CSD
Packaged fruit juices
Natural beverages
Plain milk
Flavored Milk
Milk foods
Lassi (sweet / sour)
Butter milk (Chaas)
Glucose powders
Penetration (Past 12 months): All beverages
• Among occasional drinkers of coffee apart from tea
and coffee, natural beverages have the highest
penetration
• Buttermilk and CSDs come next in penetration.
Base: Occasional coffee consumers
114
Findings: by Occasional Consumers of Coffee
Base: occasional coffee consumers
• About 80% of occasional drinkers are primarily tea
drinkers.
• Other beverages that has a considerable share of
throat are buttermilk (10%) and plain milk (7%)
Share of throat
8 0
111
71
1 0
2 0 0 8
B u tte r m ilk(C h a a s)
M ilk fo o d s
P la in m ilk
N a tu ra lb e ve rag e s
P a c ka g e d fru itju ic e s
C S D
T e a
115
Findings: by Non Consumers of Coffee
Penetration (Past 12 months): All beverages
• Tea has the highest penetration among non-
drinkers of coffee, at 96%
• Natural beverages (62%) are very popular among
non - drinkers. CSD comes next in penetration.
• Plain milk & packaged fruit juices also have
comparable penetration at 68%.
Base: Non consumers of coffee
10
34
36
52
55
68
68
78
87
96
Flavored Milk
Milk foods
Glucose powders
Lassi (sweet / sour)
Butter milk (Chaas)
Packaged fruit juices
Plain milk
CSD
Natural beverages
Tea
116
Findings: by Non Consumers of Coffee
Total SEC A SEC B SEC C SEC D/E North East West South Base 407 64 124 155 64 59 26 148 174
% % % % % % % % % Disinterest 6 1 10 9 - - - 13 0 Don't like coffee 6 1 8 9 - - - 12 0 Not good for health / harmful / stomach 2 2 4 - 3 2 - 2 2 Not a habit 2 - 2 4 - - 6 4 - Habit of tea / always take tea 2 - 1 3 - - - 3 - Not in the habit of consuming coffee / tea / not addicted 1 - 1 1 - - 6 - - TASTE (Net) 3 3 5 4 - - - 7 - Don’t know / Can’t say 84 90 76 80 97 95 93 69 97
Reasons for not consuming Coffee – by SEC and Zone
% of respondents
117
Findings: by Non Consumers of Coffee
Total Male
Female 15-24 years
25-34 years
35-44 years
45-54 years
55+ YEARS
Base 407 173 234 95 101 96 62 53 % % % % % % % % Disinterest 6 5 7 9 2 5 5 7 Don't like coffee 6 5 6 7 2 5 5 7 Not good for health / harmful / stomach 2 2 2 4 2 - 1 1 Not a habit 2 1 3 2 - 3 - 4 Habit of tea / always take tea 2 1 2 1 - 2 - 4 Not in the habit of consuming coffee / tea / not addicted 1 1 0 1 - 1 - - TASTE (Net) 3 2 5 4 5 3 5 - Don’t know / Can’t say 84 87 80 78 83 87 86 87
Reasons for not consuming Coffee – by Age and Gende r
% of respondents
118
Findings: Among Housewives
No. of housewives participated in the survey
Base: All Respondents Type of coffee consumed in the household
All fig. In %
• 30% of those who participated in the survey are
housewives.
• Among those households where coffee is
consumed at home, about 78% of households buy
instant coffee and 19% buy filter coffee.
• The proportion of those households buying both
instant and filter coffee is a mere 3%.
30
70
Houeswives Others
19
78
3
Only Filter Coffee Only Instant Coffee Both
119
Findings: Among Housewives
Type of filter coffee purchased in households
85
142
Pre packaged
Freshly roast & ground coffee from coffee outlet s
Buy beans, roast & grind at home
Base: All who consume filter coffee
All fig. In %
• Among those who purchase filter coffee for
consumption at home, majority (85%) buy pre-
packaged filter coffee.
• Only 14& buy freshly roast & ground coffee from
coffee outlets.
• The traditional habit of buying beans and grinding
it at home has disappeared even in the south, as
only a negligible proportion report doing this at
home.
120
Findings: Among Housewives
Brands of filter coffee purchased in households All North East West South
Base 432 9 8 36 379 Organized brands Bru 17 0 0 40 14 Nescafe 15 82 68 58 1 Green Label 3 0 0 0 4 Avt / Avt Premium 2 0 0 0 2 Parlour brands Cothas 12 0 0 0 15 Pandranga Coffee 11 0 0 0 14 Narasus 3 0 0 0 4 Udaya 3 0 0 0 3 Vijay Coffee 2 0 0 0 3 Vasantha 2 0 0 0 2 Coorg 2 0 0 0 2 Lakshmi 2 0 0 0 2
Base: All who consume filter coffee
All fig. In %
• At an urban India level, housewives buy both the
organized brands and the private brands
• In West, organized brands have a better hold
whereas in the south, parlour brands are more
preferred among housewives.
121
Findings: Among Housewives
Where do you normally buy filter coffee from?
11 8
74
81
Hypermarket /supermarket Department stores
Kirana/ grocery
Special coffeeoutlets Others
Base: All who consume filter coffee
All fig. In %
• Three fourth of the housewives among those
surveyed buy filter coffee kiarans / grocery stores.
• Filter coffee is consumed from Supermarkets /
hypermarkets are also.
Special coffee outlets: Local coffee outlets in the neighborhood, which buy beans & grind the beans in their shop & sell coffee powder
122
Findings: Among Housewives
Does the coffee you buy have chicory in it?
48
22
30
Yes No Don't know / Can't say
Base: All who consume filter coffee (498)
All fig. In %
• Almost one third of the housewives among those
surveyed are not aware whether chicory is included
in the coffee they buy.
• Predictably, the south has the maximum number of
housewives who are aware of the chicory present in
the coffee.
48
25
56
22
96
8
41
14
30
4
92
34 31
All North East West South
Yes No Don't know / Can't say
Base: All who consume filter coffee (498)
123
Findings: Among Housewives
How coffee - chicory mixture is prepared All fig. In %
97
3
Get a chicory mixfrom the shop itself
Buy chicoryseparately & add it asper requirement atmy home
Base: All those who consumed Filter Coffee with Chi cory (227)
• Majority of the respondents (97%) who consume
filter coffee with chicory, get a mix of coffee and
chicory from the shop itself
• A very small % of the people in south buy chicory
separately and then add it as per requirement with
the coffee
• This proportion comes solely from the south zone.
124
Findings: Among Housewives
How much chicory is mixed with 100 Gm of coffee All fig. In %
17
52
31
10-14 %
15-19%
20-25%
Base: All those who buy Chicory separately and mix it with coffee (7)
• In the south, where people buy chicory separately
and add it with coffee powder, about half of them
mix 15-19 gm chicory per every 100 gm of coffee.
• At an average, 19.6 gm of chicory s mixed with 100
gm of coffee.
125
Opportunities for growth This report tries to provide the opportunities of growth of coffee consumption in India. These suggestions are based on the coffee
consumption study in 2008.
From this research, the following areas have been identified as opportunities to grow consumption of the beverage.
- To increase depth:
1. Coffee consumption out of home
2. Coffee consumption in winter and summer
- To increase width:
1. Occasional consumers (especially in north, east and west zones)
2. Consumption of coffee through vending machines
3. Consumption of coffee in cafés
126
Potential opportunities for growth Increase in Coffee consumption – All Urban India
2005 2008
2005 2009
� Compared to the last survey (conducted in 2005), this survey
shows that coffee penetration has increased by a large
extent.
� About 92% of the population has been introduced to this
beverage, as compared to a 63% in 2005. This essentially
means that people have started experimenting with this
beverage in the past few years.
� It is also noted that the ‘yesterday consumption’ of coffee
has increased from 23% in 2005 to 31% in 2008.
Base: All those consumed coffee in P12M
Penetration – P12M
Base: Yesterday’s consumers
Yesterday consumption
63
92
23
3 1
127
Potential opportunities for growth Increase in Coffee consumption – Share of throat
5452
99
34
3435
2005 2008
Oth er b eve rag es
Filter co ffe e
In sta nt Co ffe e
Te a
� Share of throat of Coffee has marginally
decreased from 13% in 2005 to 12% in 2008.
� However, the coffee consumption yesterday has
increased. This can be attributed to the increase in
total volume of beverage consumed (increase in
yesterday consumption)
Share of throat
Base: Yesterday’s consumers
128
Potential opportunities for growth Heaviness of consumption � While comparing the heaviness of consumption of
coffee among those who consumed coffee yesterday, it
can be seen very clearly that the proportion of light,
medium and heavy drinkers have increased. On the
other hand, the proportion of non drinkers is reduced.
� Occasional drinkers’ proportion is significantly
increased. This segment has to be tapped to increase
the coffee consumption.
Base: Yesterday’s consumers
38%
40%
19%2% 1%
Non drinker Occasional drinker Light drinker Medium drinker Heavy drinker
Heaviness of consumption
7%
59%
25%
4% 5%
Non Drinkers Occasional Drinkers Light Drinkers Medium Drinkers Heavy Drinkers
2005
2008
129
Potential opportunities for growth Number of cups of Any coffee/day : in Summer and in Winter
62
25
84
45
28
116
2 cups 3 cups 4 cups 5 or morethan 5 cups
Summer
Winter
65
14
4 1
60
18
7 3
2 cups 3 cups 4 cups More than 5
cups
Summer
Winter
Base: All those consuming 2 or more cups of filter/ instant/cold coffee in summer/winter (793/872)
Number of cups in summer and winter
Base: All those consuming 2 or more cups of filter/ instant/cold coffee in summer/winter (1086/1286)
Average no. of cups: Summer : 2.39 Winter : 2.75
2005
2008
Average no. of cups: Summer : 2.22 Winter : 2.48
� The cuppage consumption of coffee has been
increased through 2008. The average number of cups
per day during summer increased from 2.22 cups in
2005 to 2.39 in 2008. Similarly, the average
consumption during winter has been increased from
2.48 cups a day in 2005 to 2.75 cups a day
� Coffee should be promoted more during winter
seasons to increase the consumption.
Note: The average also include those who consumed only 1 cup per day
130
Potential opportunities for growth Coffee consumption out of home – Coffee at cafés an d vending machines
6257
42
61
69
3339
42
35
27
5 4
16
4 4
A ll N orth E as t W es t S ou th
At hom e A t hom e and o uts ide h om e O nly outs id e hom e
� Among those who consumed coffee in the past
12 months, more than a third drink coffee out-of-
home, at a national level.
� The out-of-home consumption is gaining
popularity in the non-traditional coffee markets,
i.e. north, East and West Zone. All these zones
have higher potential for out of home
consumption ranging from 35% in the West to
42% in the East.
� The opportunity to increase coffee consumption
lies in out-of-home segments, especially through
vending machines and cafés. Base: All those consumed ocffee in P12M
Where do you consume coffee?
18
61
46
95
A ll Urban
Canteen / M es s
Hote ls / res taurants
Coffee s talls
V end ing m ac hines
P rem ium Cafes
Base: All consume coffee out of home in P12M
Where outside home?
131
Potential opportunities for growth Coffee consumption out of home – Coffee at cafés an d vending machines
1825
12
2015
61
5056
84
54
46 4439
22
65
93
31
6 75 3 1
22
3
A ll N orth E ast W est S ou th
C anteen / M ess H ote ls / res tauran ts C o ffee s ta lls
V end ing m ach ines P rem ium C afes
� Across zones, coffee is consumed mostly
through hotels / restaurants. In the traditional
coffee market of the South, coffee stalls are the
most popular.
� Vending machines are comparatively more
popular in East; cafés score high in the West.
Where do you consume coffee out of home?
Base: All consume coffee out of home
132
Potential opportunities for growth Increasing consumption among ‘occasional drinkers’
10049
49
82
63
99
92
14
53
25
86
37
Tea
Instant Coffee
Filter coffee
CSD
Packaged fruit juices
Natural beverages
Plain milk
Flavored Milk
Milk foods
Lassi (sweet / sour)
Butter milk (Chaas)
Glucose powders
Heaviness of consumption – All Urban India
Base: All respondents (5993) 59%
5%
4%
7%
25%
Non Drinkers Occasional Drinkers Light DrinkersMedium Drinkers Heavy Drinkers
Penetration (Past 12 months)
Base: All occasional consumers
• About 60% of the urban population are occasional
drinkers. There seems to be an increase in the
proportion of occasional drinkers over the past few
years.
• Among occasional drinkers, apart from tea and
coffee, natural beverages has the highest
penetration.
• To increase the penetration of coffee among these
occasional consumers, there is a greater scope to
market coffee as a ‘Natural beverage’
133
Potential opportunities for growth ‘Cccasional drinkers’ by city
Base: All occasional consumers
• South has the lowest proportion of occasional drinkers, especially in Karnataka and Tamil Nadu
85%88% 90%
76%
48%
88%
24%28%
68%
6%
20%
27% 25%
2%
80%
61%
95%
73%
57% 59%
86%
59%
78% 77%
95%
Total
Delh i
Kanp
ur A
jmer
Lud
hiana
Calcu
tta G
uwahati M
umba
i P
une
Gwali
o r C
henna
i M
adura
i T
anjo
re R
asipur
am B
angalo
re U
dipi
Hub
li
Chik
mangulur
Hyde
raba
d V
ijaya
wada
War
angal
Sidd
ipet
Coch
in T
rivan
drum
Calic
ut
NORTH EAST WEST SOUTH
134
Potential areas for growth
Attitudes towards coffee – by Zone
Health Connotations
16
10
1922
14
8 8
Healthy drink Has medicinalvalue
Not forchildren below
15 years
Energizing Helps indigestion
Is the bestdrink when I
am thirsty
Fills mystomach
Status Connotations
30 30
2127
Modern High status It is a young person'sdrink
Urban drink
Top
box
sco
res
in %
• Those who have consumed coffee in the past
months were asked to rate coffee on a 5 point
agree/disagree scale on a few attributes.
(1=Completely disagree, 5= Completely agree)
• The charts provide the proportion of people who
‘agree completely’ with the statements. The
subsequent tables provide the distribution of
reponses (from ‘1’ to ‘5’) at zonal level.
• Coffee scores generally low on health
connotations.
• However, coffee is much strongly associated
with the status conations.
Base: Those who had coffee in past 12 months
Top
box
sco
res
in %
135
Potential areas for growth
Attitudes towards coffee – by Zone
Family Connotations
Top
box
sco
res
in %
• From family perspective, coffee is seen as
an ideal drink during cold weather.
• Coffee also scores high for family
gatherings and overall popularity as a
beverage.
16
42
25
35 34
Prefer to drinkoutside home
Ideal for coldweather
Interesting flavors &variations
More & more peopleare drinking it these
days
For guests whenthey visit at home
2416
20 17 1520
Enjoy with family Necessary tostart day
Like to drink withfriends
Affordable foreveryday
consumption
Habitually drunk Suitable forentire family
Top
box
sco
res
in %
Base: Those who had coffee in past 12 months
136
Potential areas for growth
Attitudes towards coffee – Health connotations
Healthy drink Total North East West South
Has medicinal value Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 16 13 11 22 14 (5) Agree strongly 10 7 7 12 10
(4) Agree somewhat 27 20 15 34 29 (4) Agree somewhat 20 12 19 20 24
(3) Neither agree nor disagree 24 29 10 25 23 (3) Neither agree nor disagree 21 14 20 17 27
(2) Disagree somewhat 19 23 28 9 20 (2) Disagree somewhat 24 26 23 25 23
(1) Disagree Strongly 12 15 31 9 9 (1) Disagree Strongly 23 41 27 26 11
Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 4 0 5
Not for children below 15 years Total North East West South
Energizing Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 19 27 45 18 11 (5) Agree strongly 22 26 34 29 15
(4) Agree somewhat 23 28 19 30 19 (4) Agree somewhat 35 29 40 43 33
(3) Neither agree nor disagree 21 20 9 23 22 (3) Neither agree nor disagree 18 11 10 14 24
(2) Disagree somewhat 16 11 10 17 20 (2) Disagree somewhat 15 24 6 10 16
(1) Disagree Strongly 17 14 14 13 22 (1) Disagree Strongly 7 10 6 5 7
Don’t know / Can't Say 3 - 4 - 5 Don’t know / Can't Say 3 0 4 - 5
• Though coffee scores generally low on health connotations, West zone seems to somewhat agree with the statements ‘Coffee is
a healthy drink’ and ‘It has medicinal value’
Base: Those who had coffee in past 12 months
137
Potential areas for growth
Attitudes towards coffee – Health connotations
Helps in digestion Total North East West South
Is the best drink when I am thirsty
Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 14 13 10 21 11 (5) Agree strongly 8 2 3 13 8
(4) Agree somewhat 22 15 7 27 26 (4) Agree somewhat 12 4 3 14 18
(3) Neither agree nor disagree 22 19 16 19 27 (3) Neither agree nor disagree 15 8 5 17 21
(2) Disagree somewhat 23 28 29 25 18 (2) Disagree somewhat 22 21 28 23 21
(1) Disagree Strongly 16 25 34 8 13 (1) Disagree Strongly 40 65 57 33 28
Don’t know / Can't Say 3 0 4 0 6 Don’t know / Can't Say 3 0 4 - 5
Fills my stomach Total North East West South
Base 5993 1013 562 860 3558
% % % % % (5) Agree strongly 8 3 1 13 9
(4) Agree somewhat 13 5 2 20 15
(3) Neither agree nor disagree 14 8 4 17 19
(2) Disagree somewhat 21 18 19 20 23
(1) Disagree Strongly 41 67 69 32 28
Don’t know / Can't Say 3 0 4 - 5
• West zone also agrees somewhat to ‘Coffee helps in digestion’. All zones mostly disagree to the statements ‘Coffee is the best
drink when I am thirsty’ and ‘Coffee fills my stomach’.
Base: Those who had coffee in past 12 months
138
Potential areas for growth
Attitudes towards coffee – Status connotations
Modern Total North East West South
High status Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 30 54 53 36 11 (5) Agree strongly 30 50 51 33 13
(4) Agree somewhat 31 27 23 41 28 (4) Agree somewhat 29 27 21 43 25
(3) Neither agree nor disagree 17 8 5 13 25 (3) Neither agree nor disagree 18 9 7 14 26
(2) Disagree somewhat 12 8 11 6 19 (2) Disagree somewhat 12 8 13 5 17
(1) Disagree Strongly 7 3 3 3 11 (1) Disagree Strongly 8 6 3 4 13
Don’t know / Can't Say 3 0 4 0 5 Don’t know / Can't Say 3 0 4 0 6
Is a young person’s drink Total North East West South
Urban drink Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 21 26 22 38 9 (5) Agree strongly 27 43 52 38 9
(4) Agree somewhat 26 41 14 31 19 (4) Agree somewhat 27 30 21 38 21
(3) Neither agree nor disagree 21 16 6 18 27 (3) Neither agree nor disagree 16 10 4 12 24
(2) Disagree somewhat 14 12 17 6 19 (2) Disagree somewhat 15 12 10 6 22
(1) Disagree Strongly 15 6 36 7 20 (1) Disagree Strongly 12 5 9 6 19
Don’t know / Can't Say 3 0 5 0 5 Don’t know / Can't Say 3 0 5 0 6
• North, East & West zones, which are not traditionally coffee drinking states, seem to agree to the fact ‘Coffee is modern’ and ‘is
an Urban drink’
• Coffee is also considered as a ‘High status drink’ by all non-traditional coffee markets.
Base: Those who had coffee in past 12 months
139
Potential areas for growth
Attitudes towards coffee – Family connotations
Drink I enjoy with family Total North East West South
Necessary to start my day Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 24 27 37 26 18 (5) Agree strongly 16 10 6 24 17
(4) Agree somewhat 34 37 41 39 28 (4) Agree somewhat 19 10 7 28 21
(3) Neither agree nor disagree 16 11 6 13 21 (3) Neither agree nor disagree 19 20 4 16 22
(2) Disagree somewhat 14 12 6 15 16 (2) Disagree somewhat 23 30 30 21 20
(1) Disagree Strongly 10 13 5 6 11 (1) Disagree Strongly 20 30 49 11 15
Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 4 - 5
Like to drink with friends Total North East West South
Affordable drink for everyday consumption
Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 20 23 40 18 15 (5) Agree strongly 17 12 16 24 16
(4) Agree somewhat 35 34 38 43 30 (4) Agree somewhat 27 22 26 29 28
(3) Neither agree nor disagree 18 13 6 20 21 (3) Neither agree nor disagree 21 19 12 19 25
(2) Disagree somewhat 14 18 7 10 15 (2) Disagree somewhat 21 30 22 18 17
(1) Disagree Strongly 11 11 5 9 13 (1) Disagree Strongly 12 17 20 10 9
Don’t know / Can't Say 3 0 4 0 5 Don’t know / Can't Say 3 0 4 - 5
• In East and West zones, coffee drinkers like to drink it with friends. Across zones, coffee is fouind to eb a drink which can be
enjoyed with family.
Base: Those who had coffee in past 12 months
140
Potential areas for growth
Attitudes towards coffee – Family connotations
Habitualy drunk in my family Total North East West South
Suitable for entire family Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 15 7 19 20 17 (5) Agree strongly 20 17 21 29 17
(4) Agree somewhat 24 15 31 25 27 (4) Agree somewhat 26 25 27 30 24
(3) Neither agree nor disagree 18 18 9 19 20 (3) Neither agree nor disagree 21 18 10 19 24
(2) Disagree somewhat 22 34 15 22 18 (2) Disagree somewhat 17 25 18 11 17
(1) Disagree Strongly 17 27 23 14 13 (1) Disagree Strongly 13 15 19 10 12
Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 5 0 5
Prefer to drink outside home Total North East West South
Ideal for cold weather Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 16 19 26 19 11 (5) Agree strongly 42 63 73 45 25
(4) Agree somewhat 28 25 30 30 28 (4) Agree somewhat 31 25 17 34 34
(3) Neither agree nor disagree 21 17 10 23 24 (3) Neither agree nor disagree 13 7 2 12 18
(2) Disagree somewhat 16 22 14 14 15 (2) Disagree somewhat 7 3 2 5 11
(1) Disagree Strongly 17 17 16 14 18 (1) Disagree Strongly 4 2 2 3 6
Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 4 1 6
• From family perspective, coffee is seen as an ideal drink during cold weather.
Base: Those who had coffee in past 12 months
141
Potential areas for growth
Attitudes towards coffee – Family connotations
Interesting flavors and variations are available
Total North East West South More and more people are
drinking it these days Total North East West South
Base 5993 1013 562 860 3558
Base 5993 1013 562 860 3558
% % % % %
% % % % % (5) Agree strongly 25 31 45 37 11 (5) Agree strongly 35 45 52 42 23
(4) Agree somewhat 35 36 33 39 34 (4) Agree somewhat 33 35 37 35 31
(3) Neither agree nor disagree 19 19 12 13 24 (3) Neither agree nor disagree 16 10 6 15 22
(2) Disagree somewhat 12 11 4 6 18 (2) Disagree somewhat 8 5 0 4 13
(1) Disagree Strongly 5 4 1 4 8 (1) Disagree Strongly 5 4 0 4 6
Don’t know / Can't Say 3 0 4 0 5 Don’t know / Can't Say 3 0 4 - 5
For guests when they visit at home
Total North East West South
Base 5993 1013 562 860 3558
% % % % % (5) Agree strongly 34 43 36 36 27
(4) Agree somewhat 36 37 37 37 34
(3) Neither agree nor disagree 15 11 6 16 18
(2) Disagree somewhat 8 5 8 6 11
(1) Disagree Strongly 4 4 9 4 4
Don’t know / Can't Say 3 0 4 - 5
• Coffee scores high for family gatherings and overall popularity as a beverage across zones.
Base: Those who had coffee in past 12 months
142
Potential areas for growth
Most commonly used cup size – Urban & Rural
• Among coffee drinkers, 100 ml cup is the
most commonly used in North, East and
West.
• However, in Urban South, both 70 ml cup
and 100 ml cup are quite popular.
Zones Most common cup size used
% of population consuming
Smallest cup size used the
most
Largest cup size used the
most
North 100 ml cup 88% 100 ml
East 100 ml cup 63% 70 ml 100 ml
West 100 ml cup 81% 30 ml 100 ml
South (URBAN) 70 ml cup 76% 30 ml 200 ml
South (RURAL) 70 ml cup 100 ml cup
53% 41% 30 ml 200 ml
Base: Yesterday consumption
143
Potential areas for growth
Coffee consumed – When?
• It is found that in both South and
North zone, among coffee drinkers, it
is consumed mostly ‘First thing in the
morning’, ‘With breakfast’ and ‘In the
evening before dinner’.
• Coffee is consumed most in East
‘With breakfast’ and ‘Between
breakfast & lunch’ whereas West
consume coffee ‘With breakfast’ and
‘In the evening before dinner’
Base: Yesterday consumption
21
49
76
39
45
73
67
1172
All
970338089Base
40
61
75
50
51
72
75
North
16
36
33
33
70
77
69
East
8
28
71
18
31
82
28
West
20After Dinner (After 10 PM)
51With dinner (7.01 PM – 10 PM)
77
40
44
71
72
South
In the evening before dinner (4.01 PM – 7 PM)
With lunch (1.01 PM – 4 PM)
Between breakfast & lunch (10.01 AM – 1 PM)
With Breakfast (7.01 AM – 10 AM)
First thing in the morning (Before 7 AM)
% of people drinking coffee
21
49
76
39
45
73
67
1172
All
970338089Base
40
61
75
50
51
72
75
North
16
36
33
33
70
77
69
East
8
28
71
18
31
82
28
West
20After Dinner (After 10 PM)
51With dinner (7.01 PM – 10 PM)
77
40
44
71
72
South
In the evening before dinner (4.01 PM – 7 PM)
With lunch (1.01 PM – 4 PM)
Between breakfast & lunch (10.01 AM – 1 PM)
With Breakfast (7.01 AM – 10 AM)
First thing in the morning (Before 7 AM)
% of people drinking coffee
144
Potential areas for growth
Non consumers of coffee: Reasons for not consuming coffee
Total SEC A SEC B SEC C SEC D/E North East West South Base 407 64 124 155 64 59 26 148 174 % % % % % % % % % Don’t know / Can’t say 84 90 76 80 97 95 93 69 97 Disinterest 6 1 10 9 - - - 13 0 Don't like coffee 6 1 8 9 - - - 12 0 Not good for health / harmful / stomach 2 2 4 - 3 2 - 2 2 Not a habit 2 - 2 4 - - 6 4 - Habit of tea / always take tea 2 - 1 3 - - - 3 - Not in the habit of consuming coffee / tea / not addicted 1 - 1 1 - - 6 - - TASTE (Net) 3 3 5 4 - - - 7 -
Total Male
Female 15-24 years
25-34 years
35-44 years
45-54 years
55+ YEARS
Base 407 173 234 95 101 96 62 53 % % % % % % % % Don’t know / Can’t say 84 87 80 78 83 87 86 87 Disinterest 6 5 7 9 2 5 5 7 Don't like coffee 6 5 6 7 2 5 5 7 Not good for health / harmful / stomach 2 2 2 4 2 - 1 1 Not a habit 2 1 3 2 - 3 - 4 Habit of tea / always take tea 2 1 2 1 - 2 - 4 Not in the habit of consuming coffee / tea / not addicted 1 1 0 1 - 1 - - TASTE (Net) 3 2 5 4 5 3 5 -
% of respondents
• Non-consumers of coffee do not have any particular reason for not consuming coffee. Since about 84% of non-consumers did not
have any negative impressions about coffee, an opportunity exists for converting them to occasional or regular drinkers with
appropriate promotional efforts.
% of respondents
145
AANNNNEEXXUURREE
146
Volume estimation of Coffee
The methodology to calculate coffee volumes is outlined below:
1. Data will be collected on coffee consumption in terms of the:
� Number of cups consumed yesterday
� The size of each cup consumed
� By type of coffee (filter or instant)
� By place of consumption
The ‘yesterday consumption’ will be taken as the indicator of coffee consumption.
2. Total individual consumption will be aggregated for yesterday
3. Yield assumptions will be made similar to the earlier round of the audit:
� 5 gms of filter coffee yields 150 ml of filter coffee
� 2 gms of instant coffee yields 150 ml of instant coffee
4. Average chicory consumption will be estimated for filter and instant coffee
Coffee consumption will hence be = (Milliliters of coffee consumed yesterday (by coffee type) / coffee yield) – amount of chicory
Demand will be estimated by the formula:
N
Σ Ci * Ui i = 1
Where:
C= Consumption by cell represented by zone * pop. Strata. * SEC
U= No. of households / persons falling in this cell
i= cell 1 to N
147
Pure Coffee Beans Volume: Urban and Rural India (20 05 vs. 2008)
In tonnes • The total pure coffee volumes in India increased from
80200 MT in 2005 to 94400 MT in 2008.
• Contribution of Urban and Rural ares to the coffee
consumption remains more or less the same in 2008,
compared to 2005.
• In South, contribution of TamilNadu and Karnataka to
Coffee volumes increased somewhat in 2008.
TN34%
Karnataka30%
AP20%
Kerala16%
State wise volume share in the South (Urban + Rural )
TN36%
Karnataka31%
AP18%
Kerala15%
21,922 MT
10,305 MT
12,881 MT
19,322 MT
2005 2008
ALL INDIA COFFEE BEAN VOLUMES 2005 2008
Total Urban India 58500 69000
Total Rural (South) India 21700 25400
All India 80200 94400
26,705 MT
11,127 MT
13,352 MT
22,996 MT
148
Coffee volume split
Population* Total coffee ( in tons) Total Instant C offee ( in tons) Total Filter Coffee ( in tons) Total Urban 91100000 69000 42100 26900 Zone North 20481000 6996 5850 1149 East 7725000 4983 4843 144 West 21895000 8242 7576 718 South 40999000 48779 23879 24890 SEC A 20593000 12816 9398 3420 B 26167000 16139 11028 5113 C 27259000 15509 10357 5154 D/E (Only in South) 17081000 24536 11316 13214 Age 15-24 25779000 16915 10453 6462 25-34 22919000 17490 10741 6749 35-44 17876000 15238 10645 4595 45-54 11709000 8242 4315 3925 55+ 12817000 11117 5946 5169 Gender M 48392000 37998 22872 15125 F 42708000 31002 19228 11775 Total Rural 89434000 25400 11700 13700 Total Urban +Rural 180534000 94400 53800 40600
* Source: Currently available NRS data
149
COFFEE BOARD No. 1 Dr. B. R. AMBEDKAR VEEDHI, BANGALORE-560001 INDIA
PH: (91) (80) 22266991, FAX: (91) (80) 22255557. E-MAIL: [email protected]
VISIT US AT: www.indiacoffee.org