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The top 10% most frequent coffee drinkers accounted for 47% of all coffee purchases on the high street during Q3, according to Yoyo’s latest Quarterly High Street Coffee Consumption Tracker – and the most popular time to buy a hot drink was 8am on a Thursday and Friday.
Every quarter, Yoyo takes a random sample of more than 80000 of its high street app users to analyse the coffee habits and preferences of consumers in the UK.
Yoyo’s High Street Coffee Consumption Tracker also compares the purchasing habits of all Yoyo users who buy coffee on the high street against the top 10% – those who tend to buy more than one coffee per visit.
Yoyo’s High Street Coffee Consumption Tracker focuses on four key areas:
The hour of 8am remained the most popular time for UK consumers to buy their coffee on the high street during Q3 2018.
Coffee consumption between the key morning hours of 7am and 9am decreased slightly by 0.6% compared to Q2 – taking 36.7% of the overall share of daily coffee purchases.
There was also a slight decrease of 0.7% amongst the top 10% of coffee drinkers, with share of purchases sitting at 44.8% between 7am and 9am.
Following a similar pattern to Q1 and Q2, consumption gradually declined from 10am throughout the rest of the day. There was a near leveling off between the hours of 1am (9.3%) and 12pm (9%) when breakfast became a distant memory and lunch time approached.
After lunch, the need for a coffee dropped significantly from 7% from 2pm to 1.2% from 6pm, suggesting coffee is not the drink of choice for most consumers post-work.
Thursday and Friday were the most popular days to buy a coffee in Q3, taking an equal 15.9% share of weekly transactions.
Monday remained the least popular working day to buy a coffee during Q3, taking 14.9% share of transactions.
In comparison, Wednesday and Thursday were the most popular days for the top 10% of coffee drinkers, taking an equal 16.7% share of transactions. Friday only took 16.2% – the second least popular day of the working week after Monday (16%).
In Q2, Thursday was the most popular day to buy a coffee (16.2%). During Q1, Wednesday and Thursday were the most popular days, both taking an equal 15.7% share of transactions, while Friday was the most popular day during Q4 2017 (16.2%).
The first week of Q3 (w/c 2 July), which saw temperatures in the UK reach 33C, recorded the lowest share of coffee consumption (6.8%) between July and September – with the top 10% following the same pattern at 6.9%.
Share of coffee consumption increased for the next two weeks before slightly dipping w/c 23 July to 7.4% when the school summer holidays commenced and the hottest day of year was recorded on 27 July (35C).
However neither the school summer holidays nor the hottest day of the year deterred the top 10% of coffee drinkers, with the same week seeing an increase to 7.7%.
From w/c 30 July to w/c 13 August, share of consumption for the top 10% rose to some of its highest levels (8,1%, 8.1% and 7.9% respectively), while consumption for all coffee drinkers sat between 7.6% and 7.8%.
Consumption amongst both all and the top 10% of coffee drinkers saw dips between w/c 20 August w/c 27 August as the summer holidays drew to an end, but this was followed by a sharp rise amongst both sets of consumers, as the majority of children returned to school w/c 3 September (All: 8.1% / Top 10: 8%).
Interestingly, as consumers settled into back into their usual morning routines, share of coffee consumption for all coffee drinkers increased throughout the rest of September, peaking at 8.7% w/c 24 September.
However, for the top 10% of coffee drinkers share of consumption fell steadily through September, ending at 7.7% w/c 24 September.
As ever, Yoyo’s High Street Coffee Consumption Tracker offered no surprises when it came to the most popular coffee during Q3 2018. The Latte continued to reign supreme, consistently making up more than a third of coffee consumption throughout the quarter.
The Americano took a distant second – averaging at around a quarter of overall coffee consumption. The Cappuccino and Flat White continued to take 3rd and 4th place respectively.
During Q2, the Frappe (iced coffee) made its first appearance on Yoyo’s High Street Coffee Consumption Tracker. In Q3, Frappe purchases peaked during the first (5.6%) and fourth (5%) weeks of July (when the hottest day of the year took place), but then fell dramatically throughout August and September – ending the quarter by taking just a 1% share of coffee purchases w/c 24 September.
Commenting on the latest Quarterly High Street Coffee Tracker, Yoyo business analyst Choong Chan said: “It’s becoming essential for retailers to be able to identify customer behaviour trends in order to deliver better experiences, drive footfall and boost sales performance. If they know when customers are most likely to visit their outlets or can identify slower trading periods, more targeted marketing campaigns can be put in place to address different behaviours – whether it’s encouraging increased spend or rewarding customers when they visit during those quieter times.
“It’s also well documented that power users [most frequent customers] make up a significant portion of sales. Often a one-size-fits-all rewards scheme is applied to an entire customer base, however in reality purchasing habits may fall into distinct categories.
“Yoyo enables segmentation and analysis of customers through filters based on their transactional behaviour. Rewards can then be configured to only trigger for particular groups. This can be used to deliver more targeted rewards – whether it’s to top spenders, those who buy certain products or when customers spend during certain time periods.
“With customer segmentation, there are countless ways to deliver more personalised experiences, drive footfall and increase sales.”
You can view off of Yoyo’s Quarterly High Street Coffee Trackers here.