Home is where the heart is, and apparently where the coffee drinking happens as well.
A recent survey of 1,000 American consumers conducted by Conagra Brands found that during an average week 89% get their coffee from home. Key factors including convenience, cost and customizability were cited as reasons why consumers prefer to brew their coffee at home.
More than seven in 10 respondents cited convenience and money management as the most important factors as to why consumers brew coffee at home.
With home coffeemaking staying strong despite the ever-growing $45.4 billion coffee shop segment, there may be further opportunities for retailers to take advantage of consumers making coffee at home.
In the survey, 68% of those surveyed said they wish they could create their favorite coffee-shop drinks at home. Also, 55% of consumers said they would like to make coffee at home more often.
Both figures indicate an opportunity for retailers to engage with shoppers and highlight new coffeemakers that allow consumers to make a variety of specialty coffees at home.