Article No. 5012
Available on www.roymorgan.com
Link to Roy Morgan Profiles
Wednesday, 3 July 2013
Instant gratification: Nescafé still number one
In the 12 months to March 2013, 38% of Australians aged 14+ bought instant coffee (excluding
decaf) in an average four-week period, down from 42% in the year to March 2009. More than
half of them – 21% of the population – bought Nescafé (down from 25% in 2009).
Despite its declining popularity, Nescafé maintains its lead over closest competitors Moccona
(11% of Australians, up from 10% in the year to March 2009) and International Roast (3%,
down from 4% in 2009).
While Nescafé is the top brand purchased across all states, other brand preferences vary
slightly between states. Queenslanders are slightly more likely (13%) to buy Moccona, while a
higher proportion of Tasmanians (7%) like International Roast compared to other states.
Top 5 Instant Coffee brands bought by Australians in an average 4-week period
25%
24%
23%
22%
21%
Base: Australian population aged
14+
21%
20%
20%
20%
Proportion (%) of Australians
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With new cafés springing up faster than you can say ‘make mine a soy macchiato’ and coffee
machines becoming ever-more affordable, instant coffee has some stiff competition when it
comes to caffeinating the nation. But while sales of instant coffee have declined in the last
five years, Nescafé remains the top choice among Australians who still buy it, according to
the latest findings from Roy Morgan Research.
15%
15%
14%
13%
12%
11%
11%
11%
10%
10%
10%
7%
5%
5%
4%
3%
2%2%
2%3%
2%
3%
3%
2%1%
3%
2%
2%
3%
3%
1%
1%
2%2%
2%
1%
0%
Total Population
aged 14+
Nescafé
N.S.W.
Victoria
Moccona
Queensland
South Australia
International Roast
Western Australia
Supermarket Brand
Source: Roy Morgan Single Source (Australia), April 2012 –March 2013, n = 20,767.
Tasmania
Darwin - Alice
Springs
Robert Timms
Article No. 5012
Available on www.roymorgan.com
Link to Roy Morgan Profiles
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
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“Over the last five years there has been a small decrease in the proportion of
Australians purchasing instant coffee in an average four-week period, while sales of
fresh coffee have remained stable. During this time, the number of Australians visiting
cafés has risen, which may be impacting on instant coffee sales, either directly – as an
alternative to instant coffee consumption, or indirectly, by creating a taste for fresh
coffee.
“Market-leader Nescafé has declined in popularity, as Moccona and supermarket
brands have gained ground.
“It’s interesting to note the differences in brand preference between the states, with
Queensland residents showing a slightly higher preference for Moccona, and
Tasmanian residents more likely to purchase International Roast.
“To remain competitive in this changing market, coffee companies need to
understand their customers and how they differ from those of other brands.”
Click here to view our extensive range of Instant Coffee Profiles, including the Moccona Instant Coffee ,
International Roast , and more. These profiles provide a broad understanding of the target audience, in
terms of demographics, attitudes, activities and media usage in Australia.
For comments or more information please contact:
Norman Morris
Industry Communications Director
Office: +61 (3) 9224 5172
Mobile: +61 402 014 474
Email: Norman.Morris@roymorgan.com
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each
state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full
service research organisation specialising in omnibus and syndicated data, Roy Morgan Research
has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on
financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research
is a specialist in recontact customised surveys which provide invaluable and effective qualitative
and quantitative information regarding customers and target markets.
Article No. 5012
Available on www.roymorgan.com
Link to Roy Morgan Profiles
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews
on which it is based. Margin of error gives indications of the likely range within which estimates
would be 95% likely to fall, expressed as the number of percentage points above or below the
actual estimate. Allowance for design effects (such as stratification and weighting) should be made
as appropriate.
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Sample Size
5,000
7,500
10,000
20,000
50,000
Percentage Estimate
40%-60%
±1.4
±1.1
±1.0
±0.7
±0.4
25% or 75%
±1.2
±1.0
±0.9
±0.6
±0.4
10% or 90%
±0.8
±0.7
±0.6
±0.4
±0.3
5% or 95%
±0.6
±0.5
±0.4
±0.3
±0.2