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Coffee - Ireland - December 2013

“Coffee’s appeal as part of a morning routine, as a ‘pick–me-up’ or as a treat amongst Irish consumers, is likely to see the category continue to perform well in the coming years. In order to drive growth within the market, brands should look to engage in NPD (New Product Development) and extend their ‘top-tier’ and pod/capsule ranges.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • What types of coffee are Irish consumers drinking?
  • What opportunities are there for brands to add value to the in-home coffee market?
  • Are health concerns impacting the market and causing consumers to switch to decaffeinated coffee and reduce their daily consumption?
  • What influences are high street coffee shop chains having on the retail market?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Segmentation of the coffee market, by type, IoI, 2012
                  • Forecast
                    • Figure 2: Indexed growth in retail coffee market, NI and RoI, 2008-18
                  • Market factors
                    • Coffee bean prices plummeting
                      • Robusta market picking up
                        • Ireland embracing coffee shop culture…at home
                          • Innovation picking up in coffee pod/capsule market
                            • Companies, brands and innovations
                              • The consumer
                                • NI consumers drinking more coffee than RoI consumers
                                  • Figure 3: Types of coffee consumed at home in the last six months, NI and RoI, November 2013
                                • Instant coffee most popular for daily consumption
                                  • Figure 4: Frequency of standard instant coffee consumption, NI and RoI, November 2013
                                • Consumers valuing rich taste of coffee
                                  • Figure 5: Factors that would make consumers choose one type of coffee over another, NI and RoI, November 2013
                                • Consumers drinking coffee as a treat
                                  • Figure 6: Agreement with statements relating to coffee, NI and RoI, November 2013
                                • What we think
                                • Issues in the Market

                                  • What types of coffee are Irish consumers drinking?
                                    • What opportunities are there for brands to add value to the in-home coffee market?
                                      • Are health concerns impacting the market and causing consumers to switch to decaffeinated coffee and reduce their daily consumption?
                                        • What influences are high street coffee shop chains having on the retail market?
                                        • Trend Application

                                            • Sense of the Intense
                                              • Transumers
                                                • Mintel Futures: Access Anything, Anywhere
                                                • Market Overview

                                                  • Key points
                                                    • Supply exceeding demand
                                                      • Figure 7: Average annual prices of coffee beans, 2005-13
                                                      • Figure 8: Consumer price index for coffee, percentage change over 12 months, RoI, 2005-13
                                                    • Superior Arabica bean prices experiencing sharp decline
                                                      • Figure 9: Monthly weighted average price of coffee beans on world markets, by coffee bean type, 2005-13
                                                    • Robusta market growing
                                                      • Coffee shop culture influencing at-home market
                                                        • Coffee pods enabling consumers to recreate barista experience at home
                                                          • Figure 10: Coffee pod/capsules sales, UK, 2010-12
                                                        • Brands maintaining dominance in coffee market
                                                          • Figure 11: Percentage share of coffee launches, by private label and branded, UK and RoI, 2008-13
                                                        • Conflicting research on caffeine consumption likely to cause confusion amongst coffee drinkers
                                                        • Competitive Context

                                                          • Key points
                                                              • Figure 12: Flavoured, herbal and spiced teas launches, UK/Ireland, 2009-13
                                                            • Ireland’s on-the-go coffee culture limits take-home coffee market
                                                              • Low-fat/calorie hot chocolate targeting health-conscious consumers
                                                              • Market Size and Segmentation

                                                                • Key points
                                                                  • Coffee market expected to grow
                                                                    • Figure 13: Estimated market size and forecast for the value of the total in-home coffee market, IoI, RoI and NI, 2008-18
                                                                  • Growth in NI coffee market expected to outpace RoI
                                                                    • Figure 14: Indexed growth in retail coffee market, NI and RoI, 2008-18
                                                                  • Coffee pods expected to drive growth in the market
                                                                    • Figure 15: Segmentation of the coffee market, by type, IoI, 2012
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Significant increase in coffee filter/pod NPD activity
                                                                          • Figure 16: Product launches within the UK/Ireland coffee market, by main format types, 2011-13
                                                                        • Coffee for the festive season
                                                                          • Flavoured coffees
                                                                            • Figure 17: Coffee launches, by unflavoured and flavoured, UK and Ireland, 2011-13
                                                                          • Barista-style instant coffee
                                                                            • Chocolate influencing chilled coffee flavours
                                                                              • Directly targeting the breakfast market
                                                                              • Companies and Products

                                                                                  • Bewley’s
                                                                                    • Café Direct
                                                                                      • Costa Coffee
                                                                                        • Douwe Egberts
                                                                                          • Johnsons Coffee
                                                                                            • Lavazza
                                                                                              • Mondelēz International
                                                                                                • Nestlé
                                                                                                  • Robert Roberts
                                                                                                    • Starbucks
                                                                                                    • The Consumer – Usage of Coffee

                                                                                                      • Key points
                                                                                                        • NI consumers drinking coffee more frequently than RoI consumers
                                                                                                          • Figure 18: Types of coffee consumed at home in the last six months, NI and RoI, November 2013
                                                                                                        • Instant coffee most popular for daily consumption
                                                                                                          • Figure 19: Frequency of standard instant coffee consumption, NI and RoI, November 2013
                                                                                                        • Men and parents drinking instant coffee most frequently
                                                                                                          • Figure 20: Frequency of standard instant coffee consumption (2 or more times a day), by gender, NI and RoI, November 2013
                                                                                                          • Figure 21: Frequency of standard instant coffee consumption (2 cups a day or more), by presence of children in household, NI and RoI, November 2013
                                                                                                        • NI under-35s most likely to drink ground coffee
                                                                                                          • Figure 22: Ground coffee consumed in the past six months, by gender and age, NI and RoI, November 2013
                                                                                                        • Ground coffee appealing to a premium market
                                                                                                          • Figure 23: Ground coffee consumption in the last six months, by social class, NI and RoI, November 2013
                                                                                                        • Coffee pods appealing to ABC1 consumers
                                                                                                          • Figure 24: Coffee pod usage (eg Nespresso) in the last six months, by social class, NI and RoI, November 2013
                                                                                                      • The Consumer – Factors Influencing Choice of Coffee

                                                                                                        • Key points
                                                                                                          • Irish consumers seeking rich taste from coffee
                                                                                                            • Figure 25: Factors that would make consumers choose one type of coffee over another, NI and RoI, November 2013
                                                                                                          • Men and over-35s valuing rich taste of coffee
                                                                                                            • Figure 26: Consumers influenced by rich taste when choosing one type of coffee over another, by gender and age, NI and RoI, November 2013
                                                                                                          • RoI consumers valuing fair trade credentials
                                                                                                            • Figure 27: Consumers influenced by fair trade when choosing one type of coffee over another, by age, NI and RoI, November 2013
                                                                                                          • Premium brands appealing to ABC1 consumers
                                                                                                            • Figure 28: Consumers influenced by premium brands when choosing one type of coffee over another, by social class and age, NI and RoI, November 2013
                                                                                                          • Women and under-25s most likely to choose flavoured coffees
                                                                                                            • Figure 29: Consumers influenced by added flavours (eg chocolate, Amaretto, vanilla-flavoured coffee) when choosing one type of coffee over another, by gender and age, NI and RoI, November 2013
                                                                                                        • The Consumer – Attitudes towards Coffee

                                                                                                          • Key points
                                                                                                            • Irish consumers ‘treating themselves’ to coffee
                                                                                                              • Figure 30: Agreement with statements relating to coffee, NI and RoI, November 2013
                                                                                                            • Disparity in NI and RoI ABC1 consumers’ usage of coffee as a treat
                                                                                                              • Figure 31: Agreement with the statement ‘Coffee makes a nice treat’, by social class, NI and RoI, November 2013
                                                                                                            • RoI consumers more discerning coffee drinkers
                                                                                                              • Figure 32: Agreement with the statement ‘I notice a difference in quality between instant and non-instant coffee’, by age and social class, NI and RoI, November 2013
                                                                                                            • Consumers seeking coffee for energy boost in the morning
                                                                                                              • Figure 33: Agreement with the statement ‘Coffee gives me an energy boost’, by gender and age, NI and RoI, November 2013
                                                                                                              • Figure 34: Agreement with the statement ‘Coffee is a good way to start the day’, by gender and age, NI and RoI, November 2013
                                                                                                            • Men valuing quality of coffee
                                                                                                              • Figure 35: Agreement with the statement ‘Quality of coffee is more important to me than how easy it is to make’, by gender and age, NI and RoI, November 2013
                                                                                                            • Difficulties in creating barista experience at home
                                                                                                              • Figure 36: Agreement with the statement ‘It's hard to recreate coffee shop-style drinks at home’, by social class and age, NI and RoI, November 201
                                                                                                          • Appendix

                                                                                                            • NI Toluna demographic tables
                                                                                                              • Figure 37: Frequency consumers have drunk standard instant coffee (eg Nescafé) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 38: Frequency consumers have drunk ground coffee (eg Carte Noire) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 39: Frequency consumers have drunk coffee made using whole beans (ground personally) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 40: Frequency consumers have drunk coffee pods (eg Nespresso) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 41: Frequency consumers have drunk chilled ready-to-drink coffee (eg Starbucks Frappuccino, illy Iced Coffee, etc.) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 42: Frequency consumers have drunk decaffeinated coffee (any type) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 43: Frequency consumers have drunk instant cappuccinos/latte/mocha coffee (eg Kenco 3-in-1, Starbucks VIA, etc.) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 44: Frequency consumers have drunk whole bean or micro-ground instant coffee (eg Kenco Millicano, Nescafé Azera) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 45: Frequency consumers have drunk other coffee types (eg One-cup coffee filter bags) at home in the last six months, by demographics, NI, November 2013
                                                                                                              • Figure 46: Factors that would make consumers choose one type of coffee over another, by demographics, NI, November 2013
                                                                                                              • Figure 47: Factors that would make consumers choose one type of coffee over another, by demographics, NI, November 2013 (continued)
                                                                                                              • Figure 48: Factors that would make consumers choose one type of coffee over another, by demographics, NI, November 2013 (continued)
                                                                                                              • Figure 49: Agreement with statements relating to coffee (at home), by demographics, NI, November 2013
                                                                                                              • Figure 50: Agreement with statements relating to coffee (at home), by demographics, NI, November 2013 (continued)
                                                                                                              • Figure 51: Agreement with statements relating to coffee (at home), by demographics, NI, November 2013 (continued)
                                                                                                            • RoI Toluna demographic tables
                                                                                                              • Figure 52: Frequency consumers have drunk standard instant coffee (eg Nescafé) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 53: Frequency consumers have drunk ground coffee (eg Carte Noire) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 54: Frequency consumers have drunk coffee made using whole beans (ground personally) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 55: Frequency consumers have drunk coffee pods (eg Nespresso) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 56: Frequency consumers have drunk chilled ready-to-drink coffee (eg Starbucks Frappuccino, illy Iced Coffee, etc.) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 57: Frequency consumers have drunk decaffeinated coffee (any type) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 58: Frequency consumers have drunk instant cappuccinos/latte/mocha coffee (eg Kenco 3-in-1, Starbucks VIA, etc.) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 59: Frequency consumers have drunk whole bean or micro-ground instant coffee (eg Kenco Millicano, Nescafé Azera) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 60: Frequency consumers have drunk other coffee types (eg One-cup coffee filter bags) at home in the last six months, by demographics, RoI, November 2013
                                                                                                              • Figure 61: Factors that would make consumers choose one type of coffee over another, by demographics, RoI, November 2013
                                                                                                              • Figure 62: Factors that would make consumers choose one type of coffee over another, by demographics, RoI, November 2013 (continued)
                                                                                                              • Figure 63: Factors that would make consumers choose one type of coffee over another, by demographics, RoI, November 2013 (continued)
                                                                                                              • Figure 64: Agreement with statements relating to coffee (at home), by demographics, RoI, November 2013
                                                                                                              • Figure 65: Agreement with statements relating to coffee (at home), by demographics, RoI, November 2013 (continued)
                                                                                                              • Figure 66: Agreement with statements relating to coffee (at home), by demographics, RoI, November 2013 (continued)

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Coffee - Ireland - December 2013

                                                                                                          £1,095.00 (Excl.Tax)