FiXX Coffee, a pioneer in Ireland’s coffee industry, today reveals the findings of a new research study* undertaken ahead of International Coffee Day 2024 (1st October), which shows that almost half (48%) of consumers in Ireland now prefer meeting up over coffee instead of alcohol, 42% are willing to pay a premium for ethically sourced coffee, and the Americano and Cappuccino reign supreme when it comes to our preferred coffee orders with 38% and 36% of people choosing these classics.
The study which delves into Ireland’s evolving coffee culture sheds light on how and why people consume coffee, offering valuable insights into everything from spending habits to social interactions, and from ethical sourcing to coffee as both a personal ritual and a social connector.
FiXX Coffee reveals how coffee has become an essential part of Irish life, with data gathered from coffee drinkers across Ireland highlighting that taste is the leading factor influencing coffee choices in Irish households. An overwhelming 73% of respondents identified taste as their top priority when selecting coffee, far outweighing considerations such as price at 47% and ease of purchase in-store at 31%. This strong focus on flavour underscores the importance of quality in the coffee experience, with Irish consumers placing a premium on rich, satisfying taste above all else.
Spending habits
Consumer spending on coffee reveals distinct habits between home consumption and coffee purchased out-of-home. On average, people spend €11.80 per week on coffee consumed outside the home, with above-average spenders reaching €21.85. Younger consumers, especially those aged 25-34, tend to spend the most. At home, the average weekly spend is lower, at €8.87 where 76% of respondents spend under €10 per week on coffee for home use.
Ethical Coffee
Ethically sourced coffee remains a debated topic, with FiXX Coffee’s research showing that while 34% are somewhat willing to pay extra, just 8% are very inclined to do so, and 58% remain indifferent. Keep Cup users not only prefer to spend more on coffee but are also more inclined towards ethically sourced options, with 66% willing to pay a premium for sustainable coffee.
Nevertheless, FiXX Coffee sees potential to move the dial, recognising that its work as a coffee supplier is to educate customers on the importance of sustainable practices in coffee growing, to safeguard a supply of quality coffee into the future. FiXX remains committed to ethical sourcing, importing UTZ-certified coffee from aligned partners in origins such as Peru, Brazil, Ethiopia and Columbia. By doing so FiXX supports sustainable farming, the farmers, their communities and in return secures great coffee for their wide range of customers, including cafés, fine food stores, offices, and home coffee enthusiasts.
Out of Home Coffee Preference
When it comes to café menus, Americanos and Cappuccinos are top picks, with 38% and 36% of people choosing these classics. Lattes follow closely at 34%, especially popular among women and those aged 35-44. Espresso, enjoyed by 15% of coffee lovers, is a hit with high spenders and men, while 17% favour a Flat White and the Mocha attracts 11% of consumers. Iced coffee, no longer considered a summer only treat, has experienced a growth in popularity making it an all-year-round choice preferred by 10% of coffee drinkers.
Coffee as a Social and Personal Ritual
Coffee’s role as a social connector also emerged strongly in the findings. Some 43% of respondents agree that drinking coffee is an important part of their social time with friends and family, particularly for above-average home spenders (70%). Younger people, especially those aged 25-34, are more likely to view coffee as a social activity, with 49% agreeing.
Work and study environments also see coffee playing a key role in cultivating connection. Almost half (49%) of respondents view coffee as a way to bond with colleagues or classmates, with higher levels of agreement among younger age groups (18-24). In social settings, 35% of respondents believe coffee is a great way to meet new people or network, with those aged 25-34 leading this trend (63%).
While coffee is great for socialising, it also plays a personal role with 42% of respondents seeing coffee as a personal ritual, something they enjoy alone. Those aged 35-44 (49%) are more likely to view coffee in this way, highlighting its role as both a social and solitary pleasure.
Socialising Preferences: Coffee vs. Alcohol
Almost half (48%) of Irish consumers prefer meeting up over coffee instead of alcohol. Among these, 36% opt for the charm of independent local cafés. This trend is especially notable among higher spenders and Keep Cup users, with 46% and 44% respectively choosing coffee as their social beverage of choice. While 33% still favour alcohol, particularly males and those aged 18-24, coffee is clearly becoming the go-to for socialising in Ireland.
The survey also sheds light on when Irish people start their coffee journey. On average, respondents began drinking coffee regularly at 24 years old.
Speaking about the findings, Anne Abberton, Founder and Managing Director of FiXX Coffee comments: “When I established the business 20 years, the coffee landscape looked very different in Ireland than it does today. This research gives us a deeper understanding of how attitudes to coffee have evolved and how it fits into the daily lives of Irish consumers. From how we enjoy our coffee at home to the role it plays in social settings, the results highlight just how central coffee has become to our routines and interactions. At FiXX Coffee, we’re excited to continue supporting Ireland’s coffee drinkers in their journey with ethically sourced and great-tasting coffee.”
For more information about FiXX Coffee and its products, visit fixxcoffee.com.
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