Consumers moving away from instant coffee

A new survey of 1,100 British consumers has revealed that more than a third are drinking less instant coffee at home than last year, as they increasingly turn to alternative methods of brewing and choose to purchase fresh roast and ground coffee instead.

Unsurprisingly, the research also found that capsules are becoming the norm, with one quarter of consumers saying they have a pod machine at home.

We know that the coffee market is going from strength to strength, so more people are looking to replicate what they enjoy on the high street in their own home (and of course at work, as we have reported before). People are more open to explore different coffees and are willing to pay extra for a quality tasting coffee.


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