Yoyo’s High Street Coffee Consumption Tracker – Q2 2018
Bank holidays may have a negative impact on UK coffee purchases, according to Yoyo’s latest Quarterly High Street Coffee Consumption Tracker. Thursday became the most popular day to buy a coffee in Q2 and, compared with Q1, share of purchases increased by 2% during the peak hours of 7am and 9am.
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 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.
FACT: The top 10% account for 46.3% of all coffee purchases
Yoyo’s High Street Coffee Consumption Tracker focuses on four key areas:
- Coffee Consumption by Week
- Coffee Consumption by Day
- Coffee Consumption by Hour
- Coffee Consumption by Type
The first week of Q2 (w/c 2 April), which included the Easter Monday bank holiday, saw coffee consumption drop by 1% compared to the last week of Q1, as the majority of people returned to work on Tuesday.
The Easter Monday bank holiday may also be the reason why w/c 2 April saw coffee consumption at its lowest for the top 10% of coffee drinkers during Q2 – taking just a 6.9% share.
Consumption climbed up to 7.7% the following week (w/c 9 April), and stayed above that figure up to w/c 30 April. There was a slight dip during w/c 7 May (7.5%), perhaps owing the the early May bank holiday, but consumption rose to 7.7% and then 7.6% during the respective weeks.
However, w/c 28 May – the week of the Spring bank holiday – saw coffee consumption fall to 7%, the lowest share of coffee consumption for all coffee drinkers during Q2. This week also saw heavy thunderstorms hit the UK, with airports and roads severely affected.
Coffee consumption increased the following week and peaked at 8% during w/c 11 June and w/c 18 June.
The data from Q2 suggests that weeks that include a bank holiday tend to have a negative impact on coffee consumption. Combining a bank holiday with bad weather could be the reason why w/c 28 May took the lowest share of coffee consumption for all coffee drinkers.
Analysing the top 10% of coffee drinkers, the data found that there were also significant dips in consumption for the weeks including the early May bank holiday and the Spring bank holiday.
- Average Weekly Share: 7.7%
Thursday became the most popular day to buy a coffee during Q2, increasing half a percent to take a 16.2% share of weekly transactions compared to Q1. The top 10% of consumers followed a similar pattern, with Thursday taking a 16.9% share (+0.4%).
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%).
Monday remained the least popular working day to buy a coffee during Q2, taking 14.3% share of transactions (-0.3%), while Saturday remained the most popular weekend day with a 12.7% share.
- Average Daily Share: 14.3%
- Average Workday Share: 15.5%
Coffee consumption between the hours of 7am and 9am (the most popular time period to buy a coffee) increased by 2% compared to Q1 – taking 37.3% of the overall share of daily coffee purchases.
Consumption amongst the top 10% of coffee drinkers also increased during Q2, with share of purchases up 2.2% between the hours of 7am and 9am (45.5% of the daily share) compared to Q1.
Following a similar pattern to Q1, consumption gradually declined from 10am throughout the rest of the day. There was a near leveling off between the hours of 12pm (8.9%) and 1pm (8.5%) when breakfast became a distant memory and lunch time began.
After lunch, the need for a coffee dropped significantly to 6.8% from 2pm to 1.2% from 6pm, suggesting coffee is not the drink of choice for most consumers post-work.
Yoyo’s High Street Coffee Consumption Tracker offered no surprises when it came to the most popular coffee during Q2 2018. The Latte continued to reign supreme, making up more than a third of coffee consumption.
The Americano took a distant second – averaging between 20.5% and 21.5% of coffee consumption. The Cappuccino and Flat White followed in 3rd and 4th place respectively.
As the weather began to warm up, the Frappe (iced coffee) made its first appearance on Yoyo’s High Street Coffee Consumption Tracker so far, with purchases steadily increasing throughout May.
And with temperatures soaring towards the end of June, Frappe sales overtook the Mocha and were on par with the Espresso by the end of Q2.
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