Yoyo’s High Street Coffee Consumption Tracker – Q1 2018
The most popular time of day to buy a coffee remained the same during Q1 2018 (8am), but the most popular days shifted to Wednesday and Thursday compared to Q4 2017 when Friday had been the dominant day for coffee purchases, according to Yoyo’s High Street Coffee Consumption Tracker. The Latte continued to be the most popular coffee of choice.
Yoyo took a sample of more than 80000 of its high street app users between January and March 2018 to find out the coffee habits and preferences of consumers in the UK.
The High Street Coffee Consumption Tracker focused on four key areas:
- Coffee Consumption by Hour
- Coffee Consumption by Day
- Coffee Consumption by Week
- Coffee Consumption by Type
Like the previous quarter, consumers were in need of a caffeine fix before they got to work between January and March 2018, according to Yoyo’s High Street Coffee Consumption Tracker.
Early starters were on the move from 6am, with in-store high street coffee purchases beginning modestly before a significant jump in share of coffee transactions between 7am and 8am (7.88%), and then shooting up to reach the peak of the day between 8am and 9pm (14.76%).
From 9am, coffee purchases gradually declined throughout the rest of the day. There was a near leveling off between the hours of 11pm (9.66%) and 1pm (9.19%) when breakfast became a distant memory and lunch time approached.
After lunch, the need for a coffee dropped significantly to 7.46% from 2pm to 1.1% from 6pm, suggesting coffee is not the drink of choice for most consumers post-work.
The top 10% of coffee consumers followed a similar pattern, with 8-9am taking the peak share of coffee transactions at 18.4%.
The High Street Coffee Consumption Tracker also found that most of those consumers who tend to buy more than one coffee in a single day needed to get their first caffeine fix earlier in the morning then other consumers – between 7am and 8am (24.3%) – and were most likely to return for their second coffee between 4pm and 5pm (12.52%).
During Q4 2017, the most popular day for in-store coffee purchases was a Friday, taking a 16.2% share of weekly transactions. However behaviour shifted during Q1 2018, with consumers preferring both Wednesdays (15.7%) and Thursdays (15.7%) to make an in-store coffee purchase.
Behaviour for the top 10% of coffee consumers also shifted in Q1 2017, with their favourite day to buy a coffee moving from a Thursday (16.5%) during Q4 2017 to a Wednesday (16.6%) during Q1 2018.
Most workers in England, Wales and Northern Ireland returned to work on Tuesday 2 January, while Scotland went back to work on 3 January, making w/c 1 January the lowest week for coffee consumption in the UK during Q1 2018. This low figure could be a result of a combination of factors – the short working week, new year’s resolutions or feeling the financial pinch post-Christmas.
From 8 January to 11 February, weekly in-store consumption sat between 7% and 7.55%. But from 12 February, this rose to 8% as “sub-zero temperatures spread across the country“, which may have increased the desire for hot drinks.
The following week (w/c 19 February), in-store coffee consumption reached its quarterly peak of 8.6% when schools returned from the half term holidays and parents may have been in need of an extra coffee hit.
However temperatures continued to fall when the “Beast from the East” reached the UK on 24 February, causing widespread disruption and in-store coffee consumption falling to 7.7% during w/c 26 February. The “Beast” lasted until 4 March, and coffee consumption climbed back up to 8.4% w/c 5 March 2018.
Behaviour for the top 10% of coffee consumers followed a similar pattern, with the w/c 19 February peaking at 8.3%.
The High Street Coffee Consumption Tracker offered no surprises when it came to the most popular coffee during Q1 2018. The Latte continued to reign supreme, making up more than a third of coffee consumption.
The Americano took a distant second – averaging between 21% and 22% of coffee consumption. The Cappuccino and Flat White followed in 3rd and 4th place respectively.
At the bottom of the six most bought coffees was the Espresso, taking an average of around 4% of transactions.
Want to have Yoyo Insight articles like this delivered straight to your inbox? Sign up here to receive our fortnightly Yoyo Insight email – bringing you the latest on retail, mobile tech and customer engagement.