Kiwis Go Out of Their Way For a Good Coffee

Media Release
3 March 2015

Kiwis Go Out of Their Way For a Good Coffee
A quarter of New Zealanders consider coffee to be their breakfast

Auckland 03 March 2015 – A new survey by consumer satisfaction company Canstar Blue has shown that Kiwis are fairly dedicated to getting the best coffee possible with 52% going out of their way for a good cup of Joe.

A quarter of Kiwis even consider coffee to be their breakfast with Wellingtonians (28%) the most likely to use it as a substitute for their morning WeetBix. Men and women (25%) are equally guilty of skipping breakfast in favour of their favourite brew, says Canstar New Zealand General Manager, Derek Bonnar.

”Commonly referred to as the café capital of New Zealand, a large portion of Wellingtonians (42%) can’t start their day without a coffee.

“However, residents of Otago have the same need for an early energy kick, most likely due to the large amount of caffeine-fuelled University students.”

Coffee, and cafes have become ingrained in our culture, even usurping the company meeting room with one sixth of Kiwis now regularly holding business meetings in a local café. Those in the City of Sails (20%) and the capital (18%) are more likely to do business in a café compared to those in the Bay of Plenty (8%).

How much is too much?
Twenty nine per cent of New Zealanders think they drink more coffee than they should, Gen X leads the coffee consumption stakes at 32% compared to 28% of Baby Boomers and Gen Ys.

The love of coffee is strong for Aucklanders; 15% have even admitted to having so many coffees in one day that they haven’t been able to get to sleep. Gen Ys are the most likely age group to have caffeine induced insomnia (19%).

But unless they are drinking more than four cups a day (400 mg of caffeine), they are still within a safe amount for a healthy adult, according to the FDA.

On average, Kiwis are spending $13.67 a week on coffee from coffee shops which adds up to just over $710 a year.

One fifth (20%) surveyed say that drinking coffee makes them feel sophisticated and a third of Gen Ys believe themselves to be classier with a coffee in hand, says Bonnar.

“A small portion of Aucklanders (12%) even judge others based on the type of coffee they drink. A small number of men are coffee snobs (11%), more so than women (7%).”

More than half of Kiwis (54%) care about the ethical and environmental impacts of coffee, with women (61%) significantly more likely to care than men (47%). And of the age groups surveyed, it’s the Generation Ys (56%) who care the most about the impacts of coffee.

For the second year running, Wild Bean Café has come out on top in the consumer satisfaction stakes with five star ratings across the majority of the categories.

Wild Bean Café’s attitude towards good customer service, value for money and convenience is appreciated by their customers and Canstar has awarded Wild Bean Cafe a five star rating for overall satisfaction, says Bonnar.

“Canstar is thrilled to see Wild Bean Cafe claim two wins in a row. They have developed a café model that consistently delivers high customer satisfaction, quality and convenience, in a competitive market.”

Frank van Hattum, Director of Retail, BP Oil NZ says that Wild Bean Cafe is thrilled to win again.

“It’s great to clock up two wins in a row. We’re excited, especially for the Wild Bean Cafe team that works hard every day all across the country to give our customers a great café experience. Whether it’s a quality, barista made coffee, a roll or a hot pie, the Wild Bean Café team is proudly serving its customers, and getting it right. We’re grateful to our customers and more determined than ever to repay their confidence in our brand.”

The survey asked respondents to rate coffee shop chains across eight categories:
1. Value for money
2. Customer service
3. Taste of coffee
4. Taste of other made drinks (e.g. frappucino, iced drinks)
5. Quality of food
6. Loyalty program
7. Consistency across stores
8. Overall satisfaction

Coffee shops by region

Auckland: Aucklanders spend, on average, $14.02 a week on coffee
Aucklanders are the most likely to say that drinking coffee makes them feel sophisticated (24%), most likely to regularly hold business meetings in a local café (20%), least likely to go out of their way to buy a good cup of coffee (49%), most likely to judge others on the type of coffee they drink (12%), most likely (equal with Canterbury)to care about the environmental impacts of coffee (56%) and most likely to have had so many coffees in a day that they haven’t been able to sleep (15%).

Waikato: Those in the Waikato spend, on average, $12.09 a week on coffee
Those from the Waikato are the least likely to regularly hold business meetings in a local café (9%), least likely (equal with Bay of Plenty) to judge others on the type of coffee they drink (6%), least likely to care about the ethical/environmental impacts of coffee (42%) and least likely (equal with Bay of Plenty) to often consider coffee to be their breakfast (18%).

Wellington: Wellingtonians spend, on average, $12.57 a week on coffee
Wellingtonians are most likely (equal with Otago) to not be able to start their day without a coffee (42%) and most likely to often consider coffee to be their breakfast (28%).

Canterbury: Cantabrians spend, on average, $12.14 a week on coffee
Cantabrians are the most likely (equal with Auckland) to care about the ethical and environmental impacts of coffee (56%).

Otago: Those from Otago spend, on average, $13.14 a week on coffee
Those from Otago are the most likely to go out of their way to buy a good cup of coffee (61%), most likely (equal with Wellington) to not be able to start their day without a coffee (42%) and most likely to drink more coffee than they think they should (33%).

Bay of Plenty: Those from Bay of Plenty spend, on average, $12.25 a week
Those from the Bay of Plenty are least likely to say that drinking coffee makes them feel sophisticated (8%), least likely (equal with Waikato) to judge others based on what type of coffee they drink (6%), least likely to not be able to start their day without a coffee (31%), least likely (equal with Waikato) to often consider coffee to be their breakfast (18%), least likely to have had so many coffees in a day that they haven’t been able to sleep (8%) and least likely to drink more coffee than they think they should (23%).

ENDS

About the survey

We partner with respected professional market research agency Colmar Brunton Australia, who undertake research on our behalf using Your Source.
The outcomes reported here are from the 1,566 people who have bought coffee from a coffee shop chain in the last 6 months. The survey has a margin of error of +/- 2.5%.
Age Groups:
Gen Y: 18-29
Gen X: 30-44
Baby Boomers: 45+

About Canstar Blue:

Canstar Blue is a division of financial research and ratings company, CANSTAR, which has been operating in New Zealand for nearly a decade.
Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services in New Zealand to help consumers make the best purchasing decisions for their needs. Canstar Blue conducts similar research in Australia. New ratings are added regularly. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz.

About CANSTAR:

Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

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