Instant coffee: a tale of two consumers

  • January 13, 2011
  • Nicole Eckersley

Over 7 million Australians – 41% of the population – purchase instant coffee in an average month, and the market is firmly dominated by Nescafe, according to the latest figures from Roy Morgan.

24% of buyers of non-decaf instant coffee purchased Nescafe, followed by 10% for its nearest competitor, Moccona. Budget brand International Roast came third at 4%, followed by supermarket brands and Riva at 2%, and Robert Timms, Bushell’s and Jarrah on 1% each.

According to Roy Morgan, compared to the Australian population (aged 14+), those who purchase non-decaf instant coffee are more likely to be older, female and of lower socio-economic status.

Buyers of the higher-priced Moccona, however, are more likely to be of higher socio-economic status with higher incomes and education levels.

“The two leading instant coffee (not decaf) brands appear to tap into very different markets, Nescafe, with its mass appeal attracts a customer profile reflective of Australian coffee purchasers, whilst Moccona with its higher shelf price and premium image has a more affluent and brand aware customer base,” said Norman Morris, Industry Communications Director at Roy Morgan Research.


Bookmarks

  • Digg
  • Sphinn
  • del.icio.us
  • Facebook
  • Mixx
  • Google Bookmarks
  • Furl
  • Netvouz
  • NewsVine
  • Reddit
  • Fark
  • Propeller
  • Slashdot
  • StumbleUpon
  • Technorati

Reader Comments

Australian Food News reserves the right to edit or not publish comments of a potentially offensive or defamatory nature. Comments will not be published if name and email address has not been provided (name and email will be withheld if requested).

The opinions expressed below are those of Australian Food News readers and do not necessarily reflect those of Australian Food News.