Slide 4
Taste matters more than price
64
%
Taste is the top factor
When asked what most drives their coffee purchases at the grocery store,
64%
chose taste, with price second at
30%
.
Verify
Coffee habits
Age
Q6 x Q2
Q6: What matters most when buying coffee?
18-34
35-54
55+
Total
Taste
56%
64%
72%
64%
Price
36%
30%
24%
30%
Roast date
8%
6%
4%
6%
Total
100%
100%
100%
100%
Share within each age group | n=500