coffee consumption in india – 2008 - hawaiifruit.nethawaiifruit.net/e09mxmakai_appendix5.pdf ·...

CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN IINN IINNDDIIAA –– 22000088

Economic & Market Intelligence Unit COFFEE BOARD

(Government of India) #1, Dr.Ambedkar Veedhi

Bangalore –560 001, INDIA www.indiacoffee.org

2

Contents

Part 1

1. Introduction: Background, methodology and scope of the study……………………………………………………2

2. All India (Urban) consumption………………………………………………………………………………………….12

3. Market size estimation…………………………………………………………………………………………………..27

4. Urban consumption by Zones…………………………………………………………………………………………..29

5. Urban consumption by Socio Economic Class………………………………………………………………………..47

6. Urban consumption by Age and Gender………………………………………………………………………………68

7. Rural India consumption……………………………………………………………………………………………….. 92

Part 2 8. Findings by coffee drinkers, occasional drinkers and non-drinkers…………………………………………………107

9. Opportunities for growth …………………………………………………………………………………………………125

Annexure (Calculation on coffee consumed) ……………………………………………………………………………...145

Under each section, the following topics have been covered

� Penetration � Yesterday consumption � Daily habits � First cup habits � Share of throat � Number of cups consumed per person per day

� Number of cups consumed per drinker � Heaviness of consumption � Frequency of consumption � Place of consumption � Types of coffee consumed at home

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Foreword Coffee has become increasingly popular in India over the last few years. It is no longer a traditional South Indian beverage, but a youthful and trendy beverage. The role of the Coffee Board in facilitating the growth of domestic consumption is focused primarily on providing consumer insight to marketers and roasters and potential new comers. As part of the ongoing initiative to understand coffee consumption in India, I am pleased to present the fourth research report on domestic consumption of coffee. The Coffee Board has done both qualitative and quantitative research in 2001 and 2003 to understand the patterns of domestic consumption and the attitudes towards coffee consumption. The third round of research was done in 2005. It is the endeavor of the Board to repeat this exercise at regular intervals to facilitate the tracking of domestic consumption across the country and over time. The present report is the outcome of the fourth round of research on domestic coffee consumption carried out in 2008. This report shows some interesting facets of coffee consumption in India. Coffee consumption has increased over the past few years and the research shows that in 2008, the total coffee consumption is estimated at 97000 MT, with an urban and rural divide of about 74% and 26% respectively.

The highlight of the last research was the café habit in 10 lakh plus cities. This report focuses on the Urban and Rural coffee consumption in India. Apart from this, there will also be a directory of all premium cafés, vending machines in public areas and neighbourhood roasting & grinding units in all the A1 cities in India. All municipal corporation areas in these A1 cities (Delhi, Mumbai, Chennai, Kolkata, Hyederabad and Bangalore) were covered as a part of this exercise. Undoubtedly the concerted efforts of coffee marketers in promoting the beverage as a lifestyle drink via the coffee cafes and vending machines has added more visibility to the beverage. This visibility, in essence, is the business opportunity, and reports like this help in targeting areas for future growth. Towards this end, the report includes a separate section on emerging opportunities. We intend to make such data available at regular intervals, which could doubtless be of interest not only to existing stakeholders in the coffee industry but also to potential new comers. I would also like to place on record my appreciation to Dr.S.Radhakrishnan, Dy.Director (Market Research) who coordinated the study as well as M/S Research International who conducted the research.

G. V. Krishna Rau Chairman Coffee Board Bangalore – 560 001 December, 2008.

4

Background Coffee is one of the most traded commodities in the world. India is the sixth largest producer of coffee in the world accounting for over four percent of world coffee production. Most coffee produced in India is exported. As far as domestic demand for coffee is concerned, it is largely confined to the southern regions. Over the past few years, coffee has changed from being a traditional beverage consumed mainly in South India, to a beverage with a national presence, consumed in several forms and retail format. Over the past few years, there is some interest in the category with coffee bars/ cafes becoming popular. Companies are looking at other alternatives in order to popularize coffee consumption in a country having a largely tea drinking populace. The coffee board feels it imperative to be aware of consumption habits, for coffee and other beverages, so as to aid the development of marketing strategies and help exporters. The Coffee Board initiated an audit of coffee consumption across the country in 2001. The first audit also included a

comprehensive understanding on attitudes towards coffee. The audit was conceived as a tracking study, to be conducted at regular intervals. The Coffee Board has completed the second round in 2003 to understand the consumption habits and identify opportunities for growth. The third round, which was conducted in 2005, had a more comprehensive geographical coverage as compared to the first and second round. It focused a little more on the café habits, given the type of attention and visibility coffee cafés are enjoying. Similar to last round, the individual module captures the consumption details in terms of yesterday consumption by day parts. Hence, the volume of coffee consumed by each individual in the survey will be the basis of the volume estimation. Like last time, the consumption data by day parts is captured in this study also. The result of the present study is compared with the results of last round.

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Scope of the Research This research was conducted: � To estimate the demand for coffee in India in 2008 � Share of coffee in the basket of beverages consumed � To understand current patterns in domestic coffee consumption and the changes from the last study � To understand behaviour related to coffee consumption in cafes � To estimate the Chicory tonnage out of the local coffee market – percentage of chicory in coffee – chicory blends

consumed � to identify potential opportunities for growth

6

Methodology • The research design involved a

quantitative study covering a representative sample of people across urban India and rural South India. The beverage consumption habits of people in this sample were studied as part of the continuing tracking study of the Coffee Board.

• This report is based on fieldwork

conducted during August to September 2008.

NOMENCLATURE USED • Any coffee : Unduplicated count between instant

coffee, filter coffee and cold coffee

• Filter coffee : Roast & Ground coffee

• Penetration : Beverage consumed in the past 12

months

• SEC : Socio-Economic Classification Refer

Annexure 1

• Non-drinker : Not consumed coffee in the past 12

months

• Occasional-drinker : Consumed coffee in last 12 months but

not yesterday

• Light drinker : Consumed 1-2 cups yesterday

• Medium drinker : Consumed 3 cups yesterday

• Heavy drinker : Consumed 4 or more cups yesterday

• Daily frequency : Frequency of consumption once a day/more often

• Weekly frequency : Frequency of consumption once a week

or more often

7

Methodology: Survey Centres - Large + Small Towns

URBAN RURAL Base:5993 Base:1000

NORTH EAST WEST SOUTH SOUTH

Delhi Calcutta Mumbai Chennai Hyderabad Vijayawada Warangal Siddipet

Kanpur Guwahati Pune Madurai Bangalore Udipi Hubli Chikmangulur

Ajmer Gwalior Tanjore Chennai Madurai Tanjore Rasipuram

Ludhiana Rasipuram Cochin Trivandrum Calicut

Bangalore

Udipi

Hubli

Chikmangulur

Hyderabad

Viayawada

Warangal

Siddipet

Cochin Trivandrum

Calicut

URBAN RURAL

Coverage of the study : - Survey of Rural areas was carried out only in South

coverage included villages with population greater than 2000 and also less than 2000.

- About 20 villages were covered in each of Rural centers.

8

Methodology: Socio Economic Class Grid - Urban

Urban SEC Grid:

OCCUPATION

EDUCATION

Illiterate

1

School: upto 4 years

2

School:

5-9 years

3

SSC/ HSC

4

Some college but not graduat

e 5

Graduate/ Post

graduate general

6

Graduate / Post graduate professi

onal 7

1 2 3 4 5 6 7 1 Unskilled worker X X E1 D D D D 2 Skilled worker X E1 D C C B2 B2 3 Petty trader X D D C C B2 B2 4 Shop Owner D D C B2 B1 A2 A2

Business/ Industrialist No. of employees

5 None D C B2 B1 A2 A2 A1 6 1-9 C B2 B2 B1 A2 A1 A1 7 10+ B1 B1 A2 A2 A1 A1 A1 8 Self employed professional D D D B2 B1 A2 A1 9 Clerical/Salesman D D D C B2 B1 B1 A Supervisory level D D C C B2 B1 A2 B Officer/ Executive Junior C C C B2 B1 A2 A2 C Officer/ Executive – Middle/

Senior B1 B1 B1 B1 A2 A1 A1

Coverage of the study : - Urban – Socio Economic Class

A,B,C in all 4 zones - Urban – Socio Economic Class

D and E in South Zone only

9

Methodology: Socio Economic Class Grid - Rural

Rural SEC Grid:

Q2c (Type of House) Q2a (Education) 1 2 3

EDUCATION

Pucca Semi-Pucca Kuchha Illiterate 1 X X X

Literate but with no formal education 2 R3 X X

Up to 4th standard 3 R3 R3 X

6th to 9th standard 4 R3 R3 X

S.S.C./H.S.C 5 R2 R3 R3

Some College but not graduate 6 R1 R2 R3

Graduate/Post-Graduate(General) 7 R1 R2 R3

Graduate/Post- Graduate(Professional) 8 R1 R2 R3

Coverage of the study : - The Socio Economic classes R1

and R2 were covered in rural areas.

10

Methodology: Sample Sizes • Urban sample size for the study was

6000, out of which we have achieved 5993. These respondents are aged 15 years and above, covering 24 cities across the 4 zones were surveyed and their consumption practices were studied.

• The study represents all town classes in

urban India • In rural India, 1000 respondents

belonging to socio economic classes R1 and R2 in the 4 southern states of Andhra Pradesh, Tamil Nadu, Karnataka and Kerala were covered

• Research methodology: Random, door-

to-door methodology was followed. Household units contacted through following Right Hand Rule (RHR) and eligible individuals from each household were selected through Kisch chart.

Urban India Rural India

North Sample size

Delhi 400 Kanpur 160 Ajmer 300 Ludhiana 153

West Mumbai 402 Pune 300 Gwalior 160

East Guwahati 160 Calcutta 402

South Chennai 540 Madurai 250 Tanjore 200 Rasipuram 200 Bangalore 249 Udipi 200 Hubli 200 Chikmangulur 200 Hyderabad 249 Viayawada 251 Warangal 200 Siddipet 200 Cochin 200 Trivandrum 219 Calicut 200

Total 5993

South No.of villages covered

Sample size

Andhra Pradesh 20 250 Tamil Nadu 20 250 Karnataka 20 250 Kerala 20 250

Total 100 1000

11

PPAARRTT II

12

All India Consumption - Urban

Penetration

92

68

27

99

Tea Any Coffee Instant C offee Filter coffee

Penetration – past 12 months

% R

espo

nden

ts

• Penetration of a beverage is defined

as the proportion of people consuming

the beverage in the last 12 months.

• Tea has a universal penetration in

Urban India (99%). Coffee penetration

comes second at 92%. This means

that more than 90% of the population

surveyed have consumed coffee at

least once in the past 12 months.

• Instant coffee is more popular (68%)

than filter coffee (27%) Base : All respondents (5993)

13


Yesterday Consumption: Coffee and tea

31

23

8

89

Tea Coffee Instant Coffee Filter coffee

Yesterday consumption

% R

espo

nden

ts

� Among those who consumed the beverage

in the past 12 months, 89% consumed tea

yesterday.

� Coffee consumption is comparatively lower

with 31% of drinkers consuming coffee

yesterday.

� In terms of yesterday consumption, instant

coffee fares better (23%) as compared to

filter coffee (8%).

Base : All those consumed beverages in P12M

14

All India Consumption - Urban Yesterday Consumption: All beverages

2

3

3

5

7

7

28

31

89

Packaged fruit juices

Lassi (sweet / sour)

Milk foods

Natural beverages

Butter milk

CSD

Plain milk

Any Coffee

Tea

26

74

Filter Coffee

Instant Coffee

Yesterday Consumption : All beverages

% R

espo

nden

ts

• When compared to the consumption of other

beverages yesterday, coffee secures second

position, after tea.

• Among the other beverages consumed (apart

from coffee and tea) plain milk, carbonated

soft drinks (CSD), buttermilk, natural

beverages and mineral water are

comparatively more popular.

Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, ThumsUp etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.

Base : Those consuming the beverage in the past 12 months

15

All India Consumption – Urban Daily habits (Yesterday / Past 12 months): All beve rages

0.03

0.04

0.05

0.06

0.08

0.10

0.30

0.34

0.90



Milk foods

Natural beverages

CSD

Butter milk

Plain milk

Any Coffee

Tea

Yesterday / P12M: All beverages

• When we calculate the ratio of those who

consumed the beverage yesterday to those

who have consumed it in the past 12

months, we will get an index of beverage

drinking habit.

• Tea is by far most habitual compared to all

other beverages.

• Coffee & Plain milk comes next in that order,

with an index of 0.34 and 0.30 respectively.

• Both Instant coffee and filter coffee fares

similarly in terms of habits, at 0.34 and 0.30

respectively.

0.3

0.34

FilterCoffee

InstantCoffee

Base : Those who consumed the beverage in the past 12 months

16

All India Consumption - Urban Daily Habits (Yesterday / Past 12 Months) : Tea and Coffee

0.90

0.34 0.340.29

Tea Any Coffee Instant Coffee Filter Coffee

• Daily habit is a calculated ratio of yesterday

consumption to the past 12 month’s consumption.

This is taken as an index of beverage drinking habit

• Tea is far more a habitual beverage with a ratio of

0.90 compared to 0.34 for Coffee

• Among the coffee drinkers, instant coffee (0.0.34)

fares similar to filter coffee (0.29), in terms of habit.

Yesterday / P12M: Tea and Coffee

Base : Those who consumed the beverage in the past 12 months

17

All India Consumption – Urban

First Cup Index

Yesterday

82331

89

Tea Any Coffee Instan t Coffee Fi lter C off ee

0.88

0.430.35

0.61

Tea Any Coffee Instant Coffee Filter coffee

First cup/Yesterday index

Yesterday consumption and First drink of the day

Base: Yesterday’s consumers

% R

espo

nden

ts

• First cup index is the proportion of consumers consuming a

given beverage as their first cup, yesterday. This proportion is

to the base of all those consuming the beverage yesterday.

• The first cup index is higher for tea (0.88) than coffee (0.43).

Among coffee drinkers, this index is the highest for filter coffee

at 0.61.

• This essentially means that even though daily habits of instant

coffee is similar to filter coffee, filter coffee leads in terms of first

cup habit.

First Cu p

5813

78

Tea Any Coffee Ins tan t Co ffee F il ter Coffee



% R

espo

nden

ts

18


Share of throat (*) : Yesterday’s Volumes

* Note : • Share of Throat of a beverage is the ratio of that beverage consumed to the volume of all beverages consumed yesterday

4

54

9

3

41

3

17

22

Butter m ilk (C haas)


M ilk foods

P lain m ilk

Natural bev erages

Packaged f ru itjuices

CSD

F ilte r co ffee

Instan t Coffee

Tea

� Tea has the maximum share of throat of 54%; plain

milk comes second at 17%.

� Coffee has the third largest share of throat among

all beverages, at 13% behind plain milk (This is

inclusive of both instant and filter coffee)

Base : Yesterday’s volumes

% R

espo

nden

ts

Share of Throat - Overall

19


Share of throat : - by place of consumption

82

18

Home

Away fromhome

3 3

6760

8

8

3

3

2

7

1

33

2

11 11

1 11

1

In hom e O ut o f hom e

Bu tter m ilk (Chaas)


M ilk foods

P lain m ilk

Natural bev erages

Packaged fruitjuices CSD

F ilter co ffee

Instant Cof fee

Tea

Base : Yesterdays Volumes

� At the national level, in home consumption

accounts for nearly 82% of yesterday’s total

volumes, across all beverages.

� Out of all the beverages consumed at home or

out of home, tea is the main beverage that is

consumed (67% consumed at home and 60%

consumed out of home).

� It is interesting to note that volume of coffee

consumed out of home is same as coffee

consumed at home (11%).

� Among beverages consumed out of home,

CSDs and plain milk account for a significant

share of throat.

Place of consumption-Any beverage

Share of Throat – By Place of consumption

Base : Yesterdays Volumes

% R

espo

nden

ts

20


Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)

2 .1 1

0 .3 9 0 .2 80 .1 1

T e a An y C o f f e e In s t a n tC o f f e e

F i l t e rC o f f e e

Average no. of cups

• Average no. of cups of tea consumed a day

(2.11) is higher than coffee (0.39)

• Daily consumption of instant coffee (0.28) is

comparatively higher than filter coffee (0.11)

Average no. of cups

• Consumption of coffee among drinkers is about

1.99 cups per day. This is second behind tea at

2.38 cups per day.

• This shows that among drinkers, coffee is

consumed as much as tea. If coffee volumes

have to be compared favorably to that of tea at

an aggregate level, the base of coffee

consumers need to be increased.

• Among drinkers, filter coffee consumption is

coffee consumption is higher than that of instant

coffee.

Average number of cups : All respondents

2.38

1.99

1 .6 4 1.75

Tea Any Cof fee Ins tantCof fee

Filte r Coffe e

Base : All respondents (5993)

Base: Among those consuming the beverage yesterday

Number of cups consumed per person per day: Among d rinkers

21

All India Consumption - Urban Heaviness of consumption:

Note :

1. Non-drinker - Not consumed coffee in the past 12 months

2. Occasional drinker - Consumed coffee in last 12 months but not yesterday

3. Light drinker - Consumed 1-2 cups yesterday

4. Medium drinker - Consumed 3 cups yesterday

5. Heavy drinker - Consumed 4 or more cups yesterday

59%

5%

4%

7%

25%

Non Drinkers Occasional Drinkers Light Drinkers

Medium Drinkers Heavy Drinkers

• Consumers are classified based on the number of

cups of coffee they drank.

• Only 7% of the population are non-drinkers of the

coffee.

• Occasional drinkers contribute to the largest

proportion – 59%.

• This essentially means that more than half of the

population have been introduced to coffee in some

way in the past 12 months, even though they did not

consume it yesterday. i.e. people have started

experimenting with this beverage, which should be

advantageously used to increase in consumption.

• Converting them to regular coffee drinkers is an

opportunity for growth.

• About 25% of the population are Light drinkers.

• Split of occasional drinkers by zones shows that the

potential is more in the east, north and west zones.

Base : All respondents (5993) Occasional drinkers – by zones

Heaviness of consumption

89

45

8169

North East West South

22

All India Consumption - Urban Frequency of Consumption in Summer and Winter: Week ly

93

53 52

38


92

60 58

39


Base: Consumed in P12M

% R

espo

nden

ts

Summer : Weekly

Winter : Weekly

% R

espo

nden

ts

• Tea continues to dominate, with around 93% of

those who consumed tea in the past 12 months,

consumed it at least once a week in summer.

• While tea consumption remains unchanged

irrespective of season, Coffee consumption

increases slightly from summer to winter by 7%.

• Consumption of Instant coffee is the highest in winter

(58%)

• Winter consumption of Instant coffee is mainly

attributed to the south and the north zones (south –

43%; north – 27%)

• However, consumption patterns of coffee by zones

do not have a seasonal effect.


Base: Any coffee consumers

Instant coffee split by zones: Winter

South43%

West18%

North27%

East12%

23

All India Consumption - Urban Frequency of Consumption in Summer and Winter : Dai ly

35 3325

87


36 3527

90



• Daily consumption of either tea or coffee remains

almost unchanged from summer to winter.

% R

espo

nden

ts

Summer : Daily

Winter : Daily

% R

espo

nden

ts


24

All India Consumption - Urban Number of cups of Any coffee/day : in Summer and in Winter

62

25

84

45

28

116

2 cups 3 cups 4 cups 5 or more than 5cups

Average no. of cups: Summer : 2.39 Winter : 2.75

Base: All those consuming 2 or more cups of filter/ instant/cold coffee in summer/winter (1086/1286)

• Along with the increase in the proportion of

coffee drinkers, the average number of cups

consumed also increases in winter.

• The average number of cups of coffee

consumed per day increases from 2.39 cups in

summer to 2.75 cups in winter.

• It can be seen that heavy drinkers consume

more coffee during winter, as compared to

summer.

Number of cups in summer and winter

S W

S W S W

S W

Note: The average also include those who consumed only 1 cup per day

25

All India Consumption - Urban Places of consumption: Any coffee Yesterday

82

18

Home

Away fromhome

Base: Yesterday’s consumers (835)

% R

espo

nden

ts

22

17

1

51

6

1

Restaurant/Hotels

Canteen/ mess

Coffee Cafes

Hot tea shop/stalls

Vendingmachines

Base : Those consuming outside home (200)

% R

espo

nden

ts

• About 82% of those who consumed coffee yesterday

consumed at home.

• Only 18% consumed it out-of-home.

• Consumption of coffee out-of-home is mainly at hot

teashops (51%) and restaurants (22%).

• Consumption from vending machine has shown a

marked improvement over the previous years.

Where consumed coffee?

Where consumed away from home?

26

All India Findings - Urban (Among Housewives) Types of coffee consumed at home

19

78

3

Only Filter Coffee Only Instant Coffee Both

Base: All housewives (1861)

% R

espo

nden

ts

• From the sample, the respondents who were

housewives were asked about their household

purchase of coffee.

• Among coffee consumed households, about 78% of

buy instant coffee and 19% buy filter coffee and 3%

buy both.

Types of coffee consumed in household

27

Pure Coffee Beans Volume: Large and Small Towns (Ur ban India) and Rural India

ALL INDIA COFFEE BEAN VOLUMES 2008

Total Urban India 69000

Total Rural (South) India 25400

All India 94400

In tonnes

* Refer to Annexe for methodology of volume estimation.

• The total pure coffee volumes in India is estimated at

94400 tonnes

• Urban consumption dominates with about 73% of total

volumes and the remaining 27% accounts for rural

consumption (South India)

28

Pure Coffee Beans Volumes by Instant and Filter

URBAN

Instant Filter TOTAL Instant Filter NORTH 5850 1150 6990 84% 16% EAST 4840 140 4980 97% 3% WEST 7580 720 8250 92% 8%

SOUTH 23830 24890 48780 49% 51%

TOTAL 42100 26900 69000 61% 39%

RURAL SOUTH Instant Filter Instant Filter

11700 13700 25400 46% 54%

TOTAL Instant Filter Instant Filter

53800 40600 94400 57% 43%

• In the South zone, Tamil Nadu is the largest coffee consuming state, accounting for 36% of the coffee consumption.

• Karnataka follows with 31%, followed by Andhra Pradesh at 18%

• Kerala is the lowest at 15%.

• In the north, east and west zones, consumption of

instant coffee is more predominant than filter coffee.

However, in the south zone, consumption of filter

coffee is higher than instant coffee.

• About 74,000 MT is consumed in South India which is

78% share of all India consumption of 94,400 MT

• In south, Tamil Nadu is the largest coffee consuming

state with an estimated volume of about 26,705 MT

(36%) closely followed by Karnataka with 22,996 MT

(31%), Andhra Pradesh & Kerala account for about

13,352 MT (18%) and 11,127 MT (15%).

TN36%

Karnataka31%

AP18%

Kerala15%

State wise volume share in the South (Urban + Rural )

26,705 MT

11,127 MT

13,352 MT

22,996 MT

In tonnes

29

CCOOFFFFEEEE CCOONNSSUUMMPPTTIIOONN –– 22000088

-- BBYY ZZOONNEE

30

Consumption by Zones Penetration

99 100 99 99 9892 94 95

8594

6875

44

73

27

310 13

50

91

All North East West South


% R

espo

nden

ts

Base: All respondents (5993)

Penetration

� Penetration of any coffee is 92% ,

compares favorably with rea.

� Penetration of instant coffee is

68% for all urban India while it is

29% for filter coffee.

� Among zones, penetration is

comparatively lower in West zone

than others.

� Instant coffee penetration is the

highest at East, while filter coffee

penetration is the highest at

South.

� Filter coffee penetration is lower in

the North (3%), followed by East

(10%) and West (13%).

31

Consumption by Zones Yesterday Consumption: Coffee and Tea

8995 95 95

82

31

169

16

51

2316

814

34

80 1 1

17


Tea Any Co ffee Instant Coffee Fi lter coffee


% R

espo

nden

ts

� South dominates in yesterday’s

consumption of coffee with 51% of

the drinkers drinking it yesterday.

� Both North and West comes second

on yesterday’s consumption of coffee

at 116%.

� Yesterday consumption of coffee is

the lowest in East zone.

Yesterday’s consumption : Tea and Coffee

32

Consumption by Zones

Yesterday Consumption: All Beverages

0 20 40 60 80 100

All

North

East

West

South

Tea

Coffee

Plain milk

CSD

Butter milk (Chaas)

Natural beverages

Milk foods



� At an All India level, apart from

Coffee and Tea, plain milk has the

highest yesterday consumption,

follwed by CSD.

� In North, plain milk is the second

most prominent beverage after tea.

Coffee comes third in position.

� While buttermilk is a more popular

drink in south, natural beverages

are popular in east.

Yesterdays Consumption: All beverages

Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, Thums Up etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.

33


Daily habits (Yesterday / Consumed past 12 months): Tea and coffee

0.900.95 0.95 0.96

0.83

0.34

0.54

0.29

0.180.10

0.33

0.18

0.09

0.17

0.34

0.47

0.32

0.080.21

0.12



� Predictably, both filter coffee and

instant coffee consumption has

the highest daily habit in the

traditional coffee market of the

South.

� Though in a smaller proportion,

instant coffee is a habit in North

and West.

Daily habits: Tea and Coffee


34

Consumption by Zones Daily habits (Yesterday / Consumed in past 12 month s): All beverages

All

North

East

West

South

Tea

Any Coffee

Plain milk

Butter milk (Chaas)

CSD

Natural beverages

Milk foods



Flavored Milk

� When consumption of all

beverages other than tea and

coffee are considered, buttermilk

is most popular in south.

� Plain milk, packaged fruit juices

and lassi seem to be the favorites

in the north.

� Apart from tea and coffee,

packaged fruit juices and plain

milk are popular in the east.

Daily Habits: All beverages


%

35


First Cup

� Tea is the dominant first cup

beverage across the country, with

north and west leading at 91%.

� Even in the traditional market of

the south zone, only about 26% of

drinkers had consumed coffee as

their first cup.

� In the other zones, scope of

coffee as a first cup is inadequate

at present.

78

9184

91

64

13

2 1 3

26

8

0 3

15

50 1

10

0 0



% R

espo

nden

ts

First Cup

Base : Yesterday’s consumers

36


First Cup Habits (Yesterday’s Consumers)

0.880.95

0.890.96

0.78

0.42

0.13 0.11

0.20

0.51

Al l N orth East W es t S outh

Tea An y C offe e


� Across zones, first cup habit for tea is very

strong. This is true even in south, where coffee

has a stronghold.

� The South zone has the biggest habit of ‘any

coffee’ with an index of 0.51 which is comparable

to tea. South is followed by West with an index of

0.20.


37


Share of throat

41

8

53

70

63

45

54

14

4

3

6

9

7

3

44

5

6

4

22

2

1

1

22

9

4

3

91412

32

17

2

4382

52

3


Butter milk

Lassi

Milk foods

Plain milk

Naturalbeverages

Packagedfruit juices

CSD

Filter coffee

InstantCoffee

Tea


% R

espo

nden

ts

• Across zones, tea dominates the share of

throat among people, with 70% in the

West and 63% in the East. Tea is

undoubtedly the most consumed

beverage.

• At an overall level, coffee has a share of

throat of 12% (instant +filter coffee).

• Coffee has the best share of throat in the

traditional coffee market of the south at

21%.

• In south, instant coffee secures second

place in yesterday’s share of throat.

• Filter coffee has a share of throat only in

the south.

• Among the other beverages, plain milk

dominates in the north and west, while

buttermilk in the south and lassi in the

north.

Share of Throat

38


Average Number of cups consumed per person per day: All respondents

(Among drinkers and non drinkers)

� Daily consumption of coffee among the

entire population (both drinkers and non-

drinkers) is less than a cup across the

zones.

� The highest per capita consumption of

coffee is in the south at 0.71 cups.

� The highest number of cups of filter

coffee and instant coffee consumption is

seen in the South.

� East has the lowest daily consumption of

coffee.

2.12.3

2.9

2.2

1.8

0.39

0.09 0.12

0.71

0.280.08 0.11

0.48

0.11 0.010.230.13 0.13

0.010.00

Total North East West South

Tea Any Coffee Instant Coffee F ilter Coffee

Ave

rage

no.

of c

ups


Base : All respondents

39


Average Number of cups consumed per person per day: Among drinkers

Base: All those who drank the beverage yesterday

2.3

8

2.4

1

3.1

3

2.3

4

2.2

3

1.1

4

1.22

2.3

4

1.6

4

1.0

9

1.8

8

1.75

1.4

4

1.7

7

1.0

0

1.9

9

1.10

1.22 1

.29 1

.59

1.0

0

Total North E ast W est S outh


• Daily Consumption of coffee among drinkers

(an average of 1.99 cups) compares quite well

with that of tea (average of 2.38 cups)

• Among filter coffee drinkers, expectedly, the

largest number of cups of filter coffee

consumed is in the South. West comes second.

Ave

rage

no.

of c

ups

Average number of cups : Among Drinkers

40


Heaviness of consumption:

7 6 5

17

5

59

81

89

69

45

25

12

6

13

34

4

0 0 0

75

1

9

0.3

0.4




• West has the highest proportion of non-

drinkers (17%).

• The traditional coffee market of the south

has the biggest proportion of light drinkers

(34%).

• There are very high proportion of occasional

consumers in east (89%) followed by north

(81%) and west (69%).

• Consumption is strongest in South, with 50%

consumers, 45% occasional drinkers and 5%

non-drinkers.

• South also has the largest proportion of

Heavy drinkers (9%)

Base : All respondents(5993)

% R

espo

nden

ts


41


Frequency of Consumption in Summer and Winter: Week ly

� At an overall level, 53% of the people who had

consumed coffee in the past 12 months had also

consumed it at least once a week in summer. In

winter, this increases to 60%.

� In south zone, about 62% consumed coffee at least

once a week in summer. This remains almost the

same irrespective of the seasons.

� In all other zones, consumption of coffee increases

from summer to winter.

� Weekly consumption of coffee increases

considerably from summer to winter, especially in

the north and east zones.

� Irrespective of the seasons, the largest weekly

consumption of filter coffee is in the West.

� In the non traditional coffee markets of North, East

and West, filter coffee consumption is high even in

summer as this is more of a habit (Caution:

However, it should be noted that the base of

consumers in these zones are smaller compared to

the South)

Base : Consumed past 12 months

93 97 96 9788

5343 44

5062

5247 44

59 55

3829

23

36 40

17

45

159

3


Tea Any Coffee Instant Coffee Filter Coffee Cold Coffee

% R

espo

nden

ts

9297 96 97

86

60 59 60 59 6058 62 6066

52

39 44

29

4438

8 611 14

4



% R

espo

nden

ts

Summer : Weekly

Winter : Weekly


42


Frequency of Consumption in Summer and Winter: Dail y

8795 91 94

79

3525

34

12

50

33 30 33

15

40

25

1021

4

30




� In summer, 90% of individuals who consumed the

beverage in the past 12 months also consume it daily,

while only 32% consumed coffee daily in summer.

� However, coffee fares better in the traditional market

of the south, with 53% consuming the beverage daily

in summer.

� Among the non-traditional coffee markets, the East

has the highest daily coffee consumption of 34%,

followed by the North (26%).

� All zones, with the exception of the West, lack

seasonal effect on daily consumption of coffee.

� Apart from the south, the east also has a good

proportion of consumers (21%) who consume filter

coffee on a daily basis.

9096 93 96

84

3626

34

15

53

35 31 33

20

42

27

1021

5

30



Summer : Daily

% R

espo

nden

ts

% R

espo

nden

ts

Winter : Daily

43


Number of cups of coffee/day in summer and winter

6267

56

75

62

2518

23

4

26

80 0 0

81 0 0 0

9


2 cups 3 cups 4 cups 5 cups or more

Number of cups : In summer and winter

• An average of 2.39 cups of coffee in summer and

2.75 cups of coffee in winter are consumed across

zones.

• Among those consuming 2 or more cups of coffee

in a day, 62% consume just 2 cups a day in

summer.

• Among those who consume 2 or more cups of

coffee in winter, 46% consume 2 cups a day.

• Across the zones, the proportion of consumers

drinking more than 2 cups of coffee increases,

from summer to winter. However, the East shows

a reverse pattern.

* Average no. of cups

% R

espo

nden

ts

% R

espo

nden

ts

Summer

Base : Those consuming 2 or more cups of filter/instant/cold coffee in winter

Base : Those consuming 2 or more cups of filter/ins tant/cold coffee in summer

Winter

46

66 6977

38

28 24

6 8

32

112 0 0

156

0 2 07


2 cups 3 cups 4 cups 5 cups or more

2.39* 2.03 2.02 1.83 2.43

2.75* 2.3 2.13 1.98 2.91

44


Places of consumption: Any coffee Yesterday


• About 83% of yesterday’s consumers

consumed coffee yesterday at home.

Only 17% consumed coffee out-of-

home.

• However, the consumption out-of-home

is high in theE (33%) and West zones

(24%). Out of home consumption is the

lowest in the South (16%)

% R

espo

nden

ts

Coffee - Where consumed ?

82 80

67

7684

18 20

33

24

16


At home Away from home

45


Places of consumption: Any coffee yesterday

22

17

3

74

1417

72

14

9

14

1

10

0 0 0

51

0

8

17

66

6

0

76

0 23

0 0 0

5


Restaurant/ Hotels Canteen/ mess Coffee Cafes

Hot tea shop/ stalls Vending machines Someone else’s house

% R

espo

nden

ts

• Nearly half of those who consume coffee away

from home do so at hot tea shop / stalls.

• Consumers in the north prefer canteen / mess

and cafés.

• Vending machines are very popular in the east.

• Consumers in the west frequent restaurants

when they drink coffee out of home.

• In the south, out of home consumption happens

in hot tea shops / stalls followed by restaurants

and canteen / mess.

Base : Those consuming outside home (207)

46


Types of coffee consumed at home

19

3 410

33

78

94 9688

63

3 3 1 2 4


Only Filter coffee Only Instant Coffee Both

% R

espo

nden

ts

Base: All housewives (1861)

• Housewives, who were interviewed as a part of

the sample, were asked about the type and

brand of coffee purchased for the household.

• Instant coffee dominates household purchase

especially in North & East (96% and 94%

respectively).

• Except the South, household purchase of filter

coffee is almost negligible in all zones.

• Proportion of those who buy both filter coffee

and instant coffee at home is negligible across

all zones.


47


-- BBYY SSEECC

48

Consumption by Socio Economic Classification (SEC)

Penetration

99 99 99 9992 93 92 91

68 7566 62

27 22 23 24

All SEC A SEC B SEC C

Tea Coffee Instant Coffee Filter coffee

% R

espo

nden

ts


9992

73

45

9

SEC D/E

• SEC A,B and C have been studied in all the

zones. SEC D/E is covered only in South..

• From SEC A to SEC C, there is a decreasing

trend in the penetration of coffee.

• Across all the SECs, Instant coffee penetration

is higher than filter coffee.

Note :

• SEC D/E have been studied only in a strong

coffee market, i.e. South zone, while SEC A-C

has been covered in all zones Thus in all charts

in this report, SEC D/E is reported separately

and is not comparable to the SEC A-C chart

* Note : Total here covers all SECs from A-E

% R

espo

nden

ts

Penetration

Penetration


Note : SEC A,B,C covered in North, East, West and South zones

SEC A-C covered in all zones

SEC D/E covered only in South

49

Consumption by SEC

Yesterday Consumption: Coffee and Tea -

89 89 90 89

31 30 26 2823 23 20 208 7 7 8



• Yesterday consumption of any coffee is

comparatively higher among SEC A, then SEC

C and B.

• Instant coffee consumption is marginally higher

for SEC A, then SEC B and C.

• In the traditional coffee market of the south,

SEC D-E has 44% of the respondents

consuming any coffee yesterday.

• Even in the strong coffee market of south,

yesterday consumption of instant coffee

among SEC D/E is found to be more than that

of filter coffee.

% R

espo

nden

ts

% R

espo

nden

ts

Yesterday Consumption : Tea and Coffee






87

4433

12

SEC D/E

50

Consumption by SEC

Consumed Yesterday: All beverages • Yesterday consumption of any coffee is

marginally higher for SEC A.

• Filter coffee consumption is comparatively

lower than instant coffee consumption,

across all SECs.

% Respondents Yesterday Consumption : All beverages


SEC D/E are covered only in South


Total SEC A SEC B SEC C SEC D/E Tea 89 89 90 89 87 Any Coffee 31 30 26 28 44 Instant Coffee 23 23 20 20 33 Filter coffee 8 7 7 8 12 Plain milk 28 39 33 24 12 CSD 7 8 7 7 6 Butter milk 7 4 5 7 13 Natural beverages 5 8 6 5 2 Mineral Water 4 6 5 3 4 Milk foods 3 4 3 4 1 Lassi (sweet / sour) 3 3 3 3 1 Packaged fruit juices 2 2 2 2 3 Glucose powders 1 1 1 1 0 Flavored Milk 1 1 1 0 0

51

Consumption by SEC

Daily habits (Yesterday / Past 12 months): Tea and coffee

0.88

0.48 0.45

0.26

SEC D/E

Daily Habits: Tea and Coffee

• Daily habit with reference to ‘Any coffee’

declines marginally from SEC A to B.

• Among SECs A, B & C, filter coffee is as much

as a habit as instant coffee.

• However, in the south, among SEC D/E, instant

coffee is more of a habit than filter coffee.

0.90 0.90 0.91 0.90

0.3

4

0.3

2

0.2

9

0.3

1

0.3

4

0.3

1

0.3

0

0.3

3

0.2

9

0.3

1

0.2

9

0.3

3

All SEC A SEC B SE C C

Tea

Any Coffee

Instant Coffee

Filter coffee

Daily Habits : Tea and Coffee




% R

espo

nden

ts

52

Consumption by SEC

Daily habits (Yesterday / Past 12 months): All beve rages

• Tea, which is the main habit-forming

beverage, remains unchanged across SECs.

• Coffee, the second most habit-forming

beverage, shows a marginal decline in the

daily index from SEC A to C. The upward

skew in SEC D/E is owing to its coverage

only in south, the traditional coffee market.

• The third most consumed beverage across

SECs is plain milk and shows a clear decline

from SEC A to SEC D/E.

Daily Habits : All beverages


SEC D/E are covered only in South


Total SEC A SEC B SEC C SEC D/E Tea 0.90 0.89 0.91 0.90 0.88 Any Coffee 0.34 0.32 0.29 0.31 0.48 Instant Coffee 0.34 0.31 0.30 0.33 0.45 Filter coffee 0.29 0.31 0.28 0.33 0.25 Plain milk 0.30 0.42 0.36 0.27 0.13 Butter milk (Chaas) 0.10 0.07 0.08 0.11 0.13 CSD 0.08 0.09 0.08 0.07 0.07 Natural beverages 0.06 0.08 0.06 0.06 0.02 Mineral Water 0.05 0.08 0.06 0.04 0.05 Milk foods 0.05 0.07 0.06 0.06 0.01 Lassi (sweet / sour) 0.04 0.04 0.04 0.05 0.01 Packaged fruit juices 0.03 0.03 0.03 0.03 0.04 Flavored Milk 0.01 0.01 0.02 0.01 0.01 Glucose powders 0.01 0.01 0.01 0.01 0.00

% Respondents

53

Consumption by SEC

First Cup

SEC D/E71

2215

7

• Tea is the first cup beverage in the day,

across SECs. The consumption pattern

is almost the same across higher SECs

(A, B & C).

• Any coffee as a first cup is also more or

the less the same across SECs A, B & C.

• In the south, in SEC D/E, tea is the first

cup for 71% of respondents while it is

12% for coffee.

• In SEC D/E, instant coffee is a more of a

first cup than filter coffee.

78 81 8278

139 10 13

85 5 8

5 4 4 5


Tea

AnyCoffee

Instant Coffee

Fi lter coffee

% R

espo

nden

ts

First cup

% R

espo

nden

ts

First cup

Base : yesterday’s consumers

Base : yesterday’s consumers

Note: SEC D/E covered only in South


54

Consumption by SEC

First Cup Habits among Drinkers

0.880.92 0.90 0.87

0.81

0.42

0.31 0.

38

0.47 0.

50

0.35

0.21 0.

27

0.41 0.

46

0.61 0.64

0.64

0.60

0.55

All SEC A SEC B SEC C SEC D/E

Tea

Any Coffee

Instant Coffee

Filter coffee


• Any coffee as a first cup habit

increases from SEC A to D/E.

• Filter coffee as a first cup habit is

more prominent than instant

coffee across all SECs.

• Filter coffee scores higher in terms

of habit than instant coffee in spite

of its lower base.



Note: SEC D/E covered only in South

55

Consumption by SEC

Share of throat: Among Drinkers

1

5757545054

138

89

9

5

3

33 3

4

44

54

2

11

11

2

34

33

152022178

2222 1 0

2222

84334

Total SEC A SEC B SEC C SEC D/E

Butter milk

Lassi

Milk foods

Plain milk

Naturalbeverages

Packaged fruitjuices

CSD

Fil ter coffee

Instant Coffee

Tea


% V

olum

e

• Across SECs, tea has the highest

share of throat at 53%, which

increases from SEC A to SEC C.

• Coffee comes has third place in the

share of throat at 12%, behind plain

milk (17%).

• Compared to SEC A to C, both

instant and filter coffee consumption

is the highest among SEC D/E, in

south.

Share of Throat - Overall

56

Consumption by SEC

Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)


2.11

2.04 2.

21

2.17

0.39

0.40

0.31 0.36

0.28

0.28

0.23

0.26

0.11

0.12

0.08

0.10

Total SEC A SEC B SEC C

Tea Any coffee Instant Coffee Filter Coffee

• Among all individuals (drinkers as well as

non-drinkers) surveyed, the average

number of cups of coffee consumed shows

a decline from SEC A (0.40) to SEC B

(0.31).

• However, SEC C compares well with SEC

A (0.36).

• The average number of cups is higher for

instant coffee than filter coffee across

SECs.

1.98

0.53 0.400.13

SEC D/E

Ave

rage

no.

of c

ups

Average no. of cups






57

Consumption by SEC

Number of cups consumed per person per day: Among d rinkers

1.99

1.86

1.85 2.

04

1.64

1.42 1.

62 1.78

1.75 1.

99

1.75

1.78

2.38

2.30

2.432.47




• Daily number of cups of coffee

consumed among SEC A (1.86) and B

(1.85) are similar. SEC C consumes

comparatively higher number of cups

daily (2.04).

• There is an increase in number of cups

of instant coffee consumed from SEC

A to C (1.42 to 1.78 cups).

• However, number of cups of filter

coffee declines from SEC A to SEC B.

• Among drinkers in SEC D/E in the

south, the average number of cups of

coffee consumed is highest at 2.25

cups.

2.2

7

2.25

1.73

1.53

SEC D/E

% R

espo

nden

ts

% R

espo

nden

ts

Average number of cups : Among drinkers

Average number of cups : Among drinkers



58

Consumption by SEC

Heaviness of consumption: Number of cups of coffee consumed yesterday

• From SEC A to SEC C, the proportion

of non-drinkers of coffee ranges from

6% to 8%.

• The proportion of occasional drinkers

is the highest among SEC A and B

(62-63%).

• Medium to heavy drinkers are

generally lesser in proportions

(about 4-5%) who are distributed

across SEC A to C.

• SEC D/E has the highest proportion of

light drinkers (32%). The proportion of

the population are occasional drinkers

are also high (49%).

7 6 7 8

5963 62

58

2523 23 24

4 3 4 45 5 4 6


Non Drinkers Occasional Drinkers Light Drinkers Medium Drinkers Heavy Drinkers

% R

espo

nden

ts




6

49

32

5 .8 7.1

SEC D /E


% R

espo

nden

ts



59

Consumption by SEC

Frequency of Consumption in summer: Weekly

91

53 4831

SEC D/E

Tea Coffee Instant Coffee Filter Coffee

93 93 94 93

53 55 53 5152 57 52 5138 42 40 42



• Weekly consumption of instant coffee in

summer declines across SEC A to SEC

C.

• Weekly consumption of instant coffee in

summer is higher than that of filter coffee,

across SEC A to SEC C, suggesting that

it is a habitual beverage.

• Among SEC D/E, weekly consumption of

filter coffee in summer is marginally lower

that instant coffee.

% R

espo

nden

ts

Base : Consumed in P12M

% R

espo

nden

ts

Summer : Weekly

Summer : Weekly




60

Consumption by SEC

Frequency of Consumption in winter: Weekly

92 91 94 93

6065 62 5958

6659 58

3945

40 42




• Weekly consumption of tea remains the

same across SECs.

• Weekly consumption of any coffee in

winter is the highest among SEC A, while

it declines among SEC B and C.

• Weekly consumption of any coffee

decreases from SEC A to C.

• It can be seen that the weekly

consumption of coffee increases from

summer to winter.

• Increase in winter consumption of instant

coffee is much higher compared to

increase in filter coffee consumption

• In SEC D/E, there is hardly any difference

in weekly consumption from summer to

winter. This indicates the absence of

seasonal effects in coffee consumption in

the south zone.

% R

espo

nden

ts

89

5246

31

SEC D/E

% R

espo

nden

ts

Winter: Weekly

Winter: Weekly




61

Consumption by SEC

Frequency of Consumption in Summer: Daily • The daily consumption of coffee does not show

any appreciable difference among SECs.

• Compared to the proportion of coffee drinkers who

drink coffee at least once a week, the proportion of

people who consume it daily decreases across

SECs.

• However, filter coffee consumption is slightly lower

among SEC B than SEC A and C.

• Across SEC A, B & C, daily consumption of instant

coffee in summer is higher than that of filter coffee.

• In SEC D/E, about 46% of individuals who

consumed coffee in the past 12 months consume it

on a daily basis in summer.

• Daily consumption of filter coffee is the lowest in

the south, among SEC D/E.

% R

espo

nden

ts


Summer : Daily

88

4640

23

SEC D/E

Summer : Daily




90 90 92 90

36 35 34 3435 35 34 3227 30

2531



62

Consumption by SEC

Frequency of Consumption in winter : Daily • Daily consumption of any coffee in winter

does not show any difference between

summer and winter across SECs.

• Daily consumption of instant coffee in winter

is higher than that of filter coffee in SECs A

and B, with the exception of SEC C.

• SEC D/E has a higher daily consumption of

instant coffee than filter coffee.

87 87 90 88

35 34 32 3133 33 31 3025 2923

30


Tea Any Coffee Instant Coffee Filter Coffee%

Res

pond

ents

82

4437

21

SEC D/E

% R

espo

nden

ts


Winter : Daily


Winter : Daily SEC A-C covered in all zones


63

Consumption by SEC

Number of cups of coffee/day in summer

2.39 2.48 2.46 2.31

68

24

61

SEC D/E

62

50

6065

2528

25 24

814

104

1 0 1 1


2 cups 3 cups 4 Cups More than 5 Cups

• Average number of cups of coffee

declines slightly from SEC A to SEC C.

• Both SEC A and C consume co

comparatively more number of cups in

summer than SEC C and D/E.

Average

Base: All those consuming 1 or more cups of filter/ instant/cold coffee in summer

Number of cups in summer

Average 2.38

Number of cups in summer




% R

espo

nden

ts

% R

espo

nden

ts

64

Consumption by SEC

Number of cups of coffee/day in winter

2.75 2.85 2.79 2.63

Base: All those consuming 2 or more cups of filter/ instant/cold coffee in winter

Average

• The number of cups of coffee

consumed increases from summer

to winter, across SECs.

• A lesser proportion of respondents

consume 3 cups in SEC A/B as

compared to SEC C.


consumed in winter decreases from

SEC A - C.

• Consumption of 3 cups in winter is

the highest among SEC D/E.

Number of cups in winter

Number of cups in winter




4642

48 50

2822 22

30

1115

1286 7 8

5


2 cups 3 cups 4 Cups More than 5 Cups

4135

12

4

SEC D/E

Average 2.76

% R

espo

nden

ts

% R

espo

nden

ts

65

Consumption by SEC


82 79 7884

18 20 2014


At Home Out of Home

% R

espo

nden

ts


• About 82% of individuals who

consumed coffee yesterday

consumed it at home

• Only about 18% of those who

consumed coffee yesterday

consumed it away from home.

• The incidence of coffee being

consumed out of home is lowest for

lower SECs (D/E and C).

• The out-of-home consumption of

coffee is found to be higher in SEC A

and B than SEC C and D/E.

85

15

SEC D/E

% R

espo

nden

ts





66

Consumption by SEC


• Among those consuming coffee out of

home, hot tea shop / stalls are preferred

across SECs.

• Preference for hot tea stalls is the

highest among lower SECs.

• Vending machines is popular among

SEC A (11%) & SEC C (8%).

• Only about 1% of those who had coffee

yesterday, consumed it in coffee cafés.

This is driven by SEC B.

• Among SEC D/E in the south, majority of

coffee consumption out-of-home

happens in a hot tea shop / stall.

1924

20 2015

12

23

15

1 0 3 0

45

3431

50

511

28

Total SEC A SEC B SEC C Restaurant/ Hotels Canteen/ mess Coffee Cafes

Hot tea shop/ stalls Vending machines

Base: Those consuming coffee out of home (207)

% R

espo

nden

ts

26

3

11

60

0

SEC D/E

% R

espo

nden

ts



Base: Those consuming coffee out of home (200)



67

Consumption by SEC


19 16 16 19

78 82 80 80

3 2 4 2



% R

espo

nden

ts

Base: All housewives consuming coffee at home (1861 )

• Across SEC A-C, household consumption of

instant coffee is higher than filter coffee.

• Purchase of both instant and filter coffee is

very small.

% R

espo

nden

ts



Base: All housewives consuming coffee at home (1861 )



28

69

4

SEC D/E

Series2 Series1 Series3

68


-- BBYY AAGGEE AANNDD GGEENNDDEERR

69

Consumption by Age and Gender Penetration - Gender

% R

espo

nden

ts

99

99

92

92

92

84

68

69

68

26

28

99

Total

Male

Female Filter coffee

Instant Coffee

Any Coffee

Tea

• Across genders consumption of any coffee in

the last 12 months is more or less the same.

• 99% of the respondents have consumed tea

in the past 12 months.

• Instant coffee consumption is more than that

of filter coffee consumption for both the

genders.


Penetration : Gender

70

Consumption by Age and Gender

Penetration - Age Group

99

99

99

100

99

92

92

94

93

93

88

68

68

69

70

69

64

27

26

29

26

28

28

99

Total

15 - 24 yrs

25 - 34 yrs

35 - 44 yrs

45 - 54 yrs

55 + yrs

Filter coffee

Instant Coffee

Any Coffee

Tea


• Coffee penetration is almost similar

across age groups. However, among

the age group 55+ years, coffee

consumption is marginally lower than

the other age groups.

• Instant coffee penetration is higher

when compared to filter coffee

penetration across age groups. % R

espo

nden

ts

Penetration : Age groups

71


Yesterday Consumption: Coffee and Tea

91

87

31

31

31

23

23

23

8

8

8

89

Total

Male

Female

Tea Any Coffee Instant Coffee Filter Coffee%

Res

pond

ents

• Yesterday consumption of tea is slightly

higher among males (91%).

• There are no differences between genders

in terms of yesterday’s consumption of

coffee.

Yesterday Consumption : Gender


72

Consumption by Age and Gender Yesterday Consumption: Coffee and Tea

85

92

90

92

87

31

31

30

33

29

32

23

23

22

26

21

23

8

8

8

8

8

9

89 Total

15 - 24 yrs

25 - 34 yrs

35 - 44 yrs

45 - 54 yrs

55 + yrs


• Across age groups, there is no major

difference in yesterday consumption of

any coffee.

• Yesterday consumption of instant

coffee is greater than that of filter

coffee across age groups.

• Yesterday consumption of instant

coffee is slightly more in the age

groups of 15-24 years and 35 -44

years.

• There is no change in the consumption

of filter coffee across age groups.

% R

espo

nden

ts

Yesterday Consumption : Age groups

Base: Those consuming the beverage in the past 12 m onths

73

Consumption by Age and Gender Yesterday Consumption: All beverages

% Respondents

• Gender or age does not influence any

coffee consumption yesterday.

• Coffee is the second most consumed

beverage at 31% across age and

gender.

• Plain milk scores third next to tea and

coffee in yesterday consumption. It is

slightly higher in the younger age

groups (15-24 years) and older age

group (55+ years).

• Apart from these beverages, CSDs

(most popular among 15-34 years),

buttermilk and natural beverages are

also favoured.

Yesterday Consumption – All beverages: Gender and Age groups


Note : • CSDs : carbonated soft drinks such as Coke, Pepsi, ThumsUp etc. • Natural beverages : drinks made using natural products (such as fruit juices without preservatives, eg. lemon juice) • Packaged fruit drinks : flavoured fruit drinks such as Real, Tropicana, Maaza, Frooti, etc. • Flavoured milk : branded and packaged flavoured milk such as Avin, Namdhari, Mother diary, Energy, Amul Kool etc.

Total Male

Female 15-24 years

25-34 years

35-44 years

45-54 years

55+ yearS

Tea 89 91 87 85 92 90 92 87 Any Coffee 31 31 31 31 30 33 29 32 Instant Coffee 23 23 23 23 22 26 21 23 Filter coffee 8 8 8 8 8 8 8 9 Plain milk 28 30 25 32 28 24 23 28 CSD 7 9 5 13 6 7 3 2 Butter milk (Chaas) 7 7 7 7 7 8 5 8 Natural beverages 5 5 6 6 6 6 4 4 Mineral Water 4 5 4 4 5 4 5 4 Milk foods 3 3 4 6 2 2 2 2 Lassi (sweet / sour) 3 3 3 3 3 2 3 2 Packaged fruit juices 2 3 2 4 2 3 1 1 Glucose powders 1 1 1 1 0 1 0 1 Flavored Milk 1 1 0 1 0 0 1 0

74


Daily habits (Yesterday / Past 12 months): Tea and coffee

0.90 0.91

0.88

0.86

0.92

0.91 0.92

0.88

0.34

0.33

0.34

0.33

0.32 0.

36

0.31 0.

36

0.34

0.34

0.34

0.34

0.33 0.

37

0.30 0.

35

0.29 0.30

0.27 0.29

0.27 0.

29 0.30 0.

32

Total Male Female 15-24Years 25-34Years 35-44Years 45-54Years 55+Years


• Across age and gender, tea is the

habitual beverage among those who

have consumed the beverage in the

past 12 months across.

• With an index of 0.34, instant coffee is

slightly more of a daily habit than filter

coffee.

Daily habits: Gender and Age groups


75


Daily habits (Yesterday / Past 12 months): All beve rages • Coffee as a habit comes second,

after tea. Plain milk

• Among those who consumed the

beverage in the past 12 months,

there are no major differences

across gender and age groups.

• Instant coffee is preferred slightly

more by the age group 35-44

years and filter coffee is preferred

slightly more by the age group

55+ years.

Daily habits – All beverages : Gender and Age grou ps

Base : Those consuming the beverage in the past 12 months (5993)

Total Male

Female 15-24 years

25-34 years

35-44 years

45-54 years

55+ years

Tea 0.90 0.91 0.88 0.86 0.92 0.91 0.92 0.88 Any Coffee 0.34 0.33 0.34 0.33 0.32 0.36 0.31 0.36 Instant Coffee 0.34 0.34 0.34 0.34 0.33 0.37 0.30 0.35 Filter coffee 0.29 0.30 0.27 0.29 0.27 0.29 0.30 0.32 Plain milk 0.30 0.32 0.28 0.35 0.31 0.26 0.25 0.31 Butter milk (Chaas) 0.03 0.03 0.02 0.04 0.02 0.04 0.02 0.02 CSD 0.06 0.06 0.06 0.06 0.06 0.06 0.05 0.04 Natural beverages 0.05 0.06 0.05 0.05 0.06 0.05 0.06 0.06 Mineral Water 0.05 0.05 0.06 0.09 0.04 0.04 0.03 0.03 Milk foods 0.04 0.04 0.04 0.04 0.04 0.03 0.05 0.02 Lassi (sweet / sour) 0.01 0.01 0.01 0.02 0.01 0.01 0.00 0.01 Packaged fruit juices 0.01 0.02 0.01 0.02 0.01 0.01 0.02 0.01 Flavored Milk 0.08 0.09 0.06 0.14 0.06 0.07 0.04 0.02 Glucose powders 0.10 0.10 0.10 0.10 0.10 0.11 0.07 0.12

76

Consumption by Age and Gender First Cup

78 79 77 7680 79

8276

13 14 13 12 14 1216 16

8 9 9 710

6 835 5 4 5 3 5

83

All Male Fem ale 15 - 24 yr s 25 - 3 4 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs

Tea

Any Cof fee

Instant Cof fee

Filt er coffee

• Across the gender and age groups, tea

dominates as the first drink of the day.

• Consumption of coffee as the first

beverage does not show any significant

difference across age groups and

gender. However, consumption of

instant coffee is slightly more among

younger age groups (25-34 years).

First drink of the day: Gender and Age groups

% R

espo

nden

ts

Base : Those consuming the beverage in the past 12 months (5993)

77

Consumption by Age and Gender First Cup Habits

0.88

0.87

0.8

9

0.8

9

0.8

7

0.8

8

0.8

9

0.87

0.4

2

0.38 0.

46

0.42

0.3

9

0.4

1

0.3

9 0.5

0

0.35

0.3

1 0.39

0.38

0.32 0.

39

0.2

9

0.3

4

0.61

0.5

8 0.65

0.5

4

0.59

0.46

0.64

0.9

1

All Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs


• 88% yesterday’s tea consumers

consume it as their first cup

whereas only 42% of coffee

consumers consume coffee as

their first cup.

• Filter coffee is clearly more of a

habit than instant coffee across

gender and age.

• Filter coffee is more of a habit

among females.

• Filter coffee is undeniably more of

a habit than instant coffee among

older age group (45+ years).

Among 55+ years, filter coffee is

more of a habit than tea.

First cup/Yesterday index : Gender and Age groups

Base : Those consuming the beverage yesterday

78


Share of throat - Gender

4 4

5454 55

89 933

354 321 133 4

1817 16

2 2 22 2 241

Total Male Female

Butter milk

Lassi

Milk foods

Plain milk

Natural bev erages


CSD

Fil ter coffee

Instan t Coffee

Tea


% S

hare

in v

olum

e

• The share of throat for both coffee

and tea remains almost unchanged

across gender.

• Tea has the highest share of throat

at 54% while coffee (including filter

and instant coffee) has 12% share

of throat in beverages consumed

yesterday.

Share of throat : Gender

79

Consumption by Age and Gender Share of throat – Age groups

% S

hare

in v

olum

e

• Across the age groups, tea continues

to dominate the share of throat with

more than half of the volume of all

beverages consumed yesterday.

• After tea, plain milk has the highest

share followed by coffee (12%)

across all age groups.

Share of throat : Age groups


5660

57

10

89

33

34

21

21

1

4 3

3

1718

17 15 1519

2 4 1 1 1 12 2 2 1 2 1

4 4 4 5 3 5

4954 56

9

9 93

33

7

4 421 133 3

Total 15-24 years 25-34 years 35-44 years 45-54 years 55+YEARS

Butter milk

Lassi

Milk foods

Plain milk

Naturalbeverages

Packaged fruitjuices

CSD

Filter coffee

Instant Coffee

Tea

80

Consumption by Age and Gender Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)

2.1

1.8

2.22.3 2.3 2.2

0.39

0.37

0.37

0.40

0.36 0.46

0.28

0.28

0.28

0.30

0.24 0.3

1

0.11

0.09

0.09

0.10

0.12

0.15

Total 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs


2.11

2.24

1.97

0.39

0.38

0.39

0.28

0.27

0.29

0.11

0.11

0.10

Total Male FemaleTea Any coffee Instant Coffee Filter Coffee

• Daily consumption of instant coffee is similar

across gender.

• Daily consumption of instant coffee is slightly

higher among females.

• With the exception of oldest age group (55+

years), daily consumption of coffee is almost the

same in other age groups as well as genders.

Base: All respondents

Ave

rage

no.

of c

ups

Ave

rage

no.

of c

ups

Average number of cups - All respondents: Gender

Average number of cups - All respondents: Age group s


81


Average Number of cups consumed per person per day : Among drinkers

2.382.48

2.27

1.99 1.942.06

1.64 1.591.69 1.70

1.791.75

Total Male FemaleTea Any coffee Instant Coffee Filter Coffee

2.38

2.11

2.38 2

.54

2.51 2.5

7

1.8

9 2.0

4

1.99

2.00 2

.14

1.60 1

.78

1.63 1.

80

1.7

5

1.5

3

1.5

4

1.8

4

1.9

2

2.25

1.99

1.64

1.5

0

Total 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs

Taa Any Coffee Instant Coffee Filter Coffee

Base : Among those had the beverage yesterday

Ave

rage

no.

of c

ups

• National average of coffee consumption is among

drinkers is 1.99 cups per day.

• Among drinkers, men favour filter coffee slightly

more than women.

• Drinkers in the age group of 35+ years consume

filter coffee the most.

• Average number of cups of filter coffee

consumption in increases with increase in age

groups.

Ave

rage

no.

of c

ups

Average number of cups - Among drinkers : Gender

Average number of cups - Among drinkers : Age group s

82

Consumption by Age and Gender Heaviness of consumption: number of cups of coffee consumed yesterday

Total Male Female 15-24 years

25-34 years

35-44 years

45-54 years

55+ years

Non Drinkers 7 7 7 8 7 7 6 7 Occasional Drinkers 59 60 58 61 59 58 60 57 Light Drinkers 25 24 25 23 25 26 24 26 Medium Drinkers 4 4 4 3 5 4 4 3

Heavy Drinkers 5 5 5 5 5 5 5 7


% Respondents

• There are no gender differences as far

as non-drinkers or drinkers are

concerned. Thus occasional drinkers

could be found in both the genders.

Heaviness of Consumption: Gender and Age groups

83

Consumption by Age and Gender Frequency of Consumption in summer: At least once a week

93 9491 90

95 94 9592

53 53 53 53 54 5550 5152 53 51

54 54 5449

4338 38 39 37 37

4236

41

1714

2118 18

16 1713

Total Male Female 15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 + yrs

Tea Any Coffee Instant Coffee Fi lter Coffee Cold Coffee

% R

espo

nden

ts

Weekly Frequency of consumption in summer : Gender and Age groups


• About 93% of the population who

consumed tea in the last 12 months also

consume it at least once a week in

summer.

• Coffee is consumed by about 53% of

respondents in summer on a weekly basis.

• Instant coffee consumption is more

frequent than that of filter coffee, with 52%

of respondents consuming it at least once

a week.

84

Consumption by Age and Gender Frequency of Consumption in winter : At least once a week

92 9490 89

94 93 9491

6057 5759 57

59 6158

49

39 39 39 38 40 39

8 9 610

4

117 6

616161

606056

58

3641



% R

espo

nden

ts

• Weekly consumption of coffee increases in

winter across gender and age groups as

compared to summer.

• In winter, weekly consumption of instant

coffee increases more than that of filter

coffee as compared to summer.

Weekly Frequency of consumption in winter: Gender and Age groups

Base: Those consuming the beverage in the past 12 m onths

85


Frequency of Consumption in summer: Daily

9289 87

93 92 9389

36 3538 37 36 37

3439

3531

34

2724

2925 25

28 2831

90

35 353538

35



% R

espo

nden

ts

• Across gender and age groups, daily

consumption of instant coffee is about

35% in summer.

• Instant coffee has a better daily

consumption in summer than filter

coffee, especially among younger age

group (15-24 years).

Daily Frequency of consumption in summer : Gender and Age groups


86

Consumption by Age and Gender Frequency of Consumption in winter: Daily

87 8 98 5

8 3

8 9 8 9 9 087

3 5 3 43 6 3 5 3 4 3 5

32

3 8

3 3 3 3 32 3 4 3 2 3 33 0

3 2

2 523

2 82 4 2 4

2 7 2 62 9

T o ta l M a le F e m a le 1 5 - 2 4 y rs 2 5 - 3 4 y rs 3 5 - 4 4 y rs 4 5 - 5 4 y rs 5 5 + y rs

T e a A n y C o ffe e In s ta n t C o ffe e F ilte r C o ffee

• There is no difference in daily

consumption of coffee either in

winter or summer.

• Across all the groups, daily

consumption of filter coffee is

marginally higher among women

and older age groups.

% R

espo

nden

ts

Daily Frequency of consumption in winter: Gender a nd Age groups


87

Consumption by Age and Gender Number of cups of coffee/day in summer

2.39 2.44 2.34 2.26 2.43 2.44 2.4 2.49

4 5 37

2 4 61

6258

6764 62 62

5965

25 25 24 26 2722

26 23

8 114 4

811 9 8

1 0 1 0 1 1 0 3


1 Cup 2 Cups 3 Cups 4 Cups More than 5 Cups

% R

espo

nden

ts

• Among those respondents who

consume more than 2 cups of

coffee, about 62% consumed 2

cups in summer.

• Heavy drinkers consuming more

than 4 cups a day are mainly from

35+ years age group.


Number of cups in summer : Gender and Age groups Average

88

Consumption by Age and Gender Number of cups of coffee/day in winter

2.75 2.79 2.7 2.67 2.78 2.79 2.69 2.81


1 2 1 1 02 2 1

4643

4851

43 43 44 45

28 28 2823

3127

30 29

11 11 1216

128 8 10

6 74 3 5

95

8


1 Cup 2 Cups 3 Cups 4 Cups More than 5 Cups

% R

espo

nden

ts


consumption increases in winter

when compared to summer across

all the groups.

• This is on account of both medium

and heavy consumers.

Number of cups in winter : Gender and Age groups Average

89



82

71

95

8379 80 79

88

18

27

5

1720 19 18

11

Total Male Female 15-24 years 25-34 years 35-44 years 45-54 years 55+ YEARS

At home only At home and outside home

% R

espo

nden

ts


• Across gender and age, yesterday

consumption of coffee is primarily at home.

• Out of home consumption is highest among

25-44 years age group.

• There is a significant gender difference to

place of consumption. While 95% of

females consumed coffee at home, only

71% of males consumed it at home. Out-of-

home consumption is considerably more

among males than female (27% vs. 5%)

• Compared to other age groups (15-34

years), a larger proportion of younger age

groups consume coffee out-of-home.

Coffee-Where consumed? : by Gender and Age groups

90

Consumption by Age and Gender Places of consumption: Any coffee Yesterday

1917

31

37

10

15 1517

15 1517

27

13

811 11

1 1 0 0 03

0 0

45

51

6

12

64

49

61

32

5 63

9

1

57

11

31

14

41

8

0 1

Total Male Female 15 - 24yrs

25 - 34yrs

35 - 44yrs

45 - 54yrs

55 + yrs

Restaurant/Hotels

Canteen/ mess

Coffee Cafes

Hot tea shop/stalls

Vendingmachines

Someone else’shouse

% R

espo

nden

ts

Base: Those consuming coffee away from home

• Amongst those consuming coffee

away from home, men prefer hot

tea shops / stalls whereas women

prefers restaurants and canteen /

mess.

• The youngest age group (15-24

years) prefers restaurants and

canteen/mess while older age

groups prefer hot tea shops /stalls.

Where consumed away from home : Gender and Age gro ups

91

Consumption by Age


1914 15

20 18

30

78 81 8278 78

69

3 5 3 2 3 1

All 15-24Years 25-34Years 35-44Years 45-54Years 55+Years


% R

espo

nden

ts

Base: All housewives consuming coffee

• Respondents who were housewives were

asked about their household purchase of

coffee.

• Household consumption of instant coffee is

much higher than filter coffee.

• Housewives in the older age group of 55+

years buy comparatively more of filter coffee

than other age groups.

Types of coffee consumed in the household: Age grou ps

92

COFFEE CONSUMPTION IN

RURAL SOUTH INDIA –2008

93

Rural South India

Penetration


• Like urban areas in India, tea continues to

lead rural South areas in penetration.

• However, coffee penetration is almost

equivalent to tea penetration.

• Filter coffee has a higher penetration than

instant coffee. % R

espo

nden

ts

Penetration

97 94

4354

Tea

Coffee

Instant Coffee

Filter coffee

94

Rural South India Yesterday Consumption: Coffee and Tea

• 76% of tea drinkers in the rural area also

consumed it yesterday.

• However, only about 45% of the coffee

drinkers consumed coffee yesterday.

• Yesterday consumption of filter coffee is

more than that of instant coffee.

% R

espo

nden

ts



76

45

12

33

Tea

Any Coffee

Instant Coffee

Filter coffee

95

Rural South India Yesterday Consumption: All beverages

% R

espo

nden

ts

• Tea is the most consumed beverage of all

the beverages consumed yesterday.

• Coffee comes second (45%), follwed by

buttermilk (26%)

• Apart from these beverages, a considerable

proportion (13%) also consumed plain milk

yesterday.

Yesterday Consumption: All beverages


1

2

2

2

13

26

45

76 Tea

Any Coffee

Butter milk

Plain milk


Natural beverages

CSD

Milk foods

96

Rural South India Daily habits (Yesterday / Past 12 months): Tea and coffee

0.79

0.48

0.28

0.68


• Daily habit is a calculated ratio of those who

consumed the beverage yesterday to those who

have consumed it in the past 12 months.

• 79% of individuals, who consumed tea in the past

12 months, consumed it yesterday also, making

tea the most habit-forming beverage in the rural

south.

• Compared to tea, Coffee has a comparatively

lower index of 0.48 in the rural south.

• Filter coffee, as a daily habit, fares better than

instant coffee. With an index of 0.68, it fares

almost similar to tea.


97

Rural South India

Daily habits (Yesterday / Past 12 months): All beve rages

• In the daily habits chart, tea is followed by,

coffee, buttermilk and plain milk.

Daily Habits : All beverages


79

48

30

16

4 4 2 2

Tea

Any Coffee

Butter milk

Plain milk


Milk foods

CSD

Natural beverages

98

Rural South India First Cup

First Drink of the day

• Tea, at 64%, is the dominant first cup

beverage in the rural south.

• Only 30% of coffee drinkers drink coffee as

their first cup.

• About 26% of coffee drinkers drink filter coffee

as their first cup whereas only 4% of coffee

drinkers drink instant coffee as first cup

yesterday.

% R

espo

nden

ts

Base : Yesterday’s consumers (986)

64

30

4

26

Tea

Coffee

Instant Coffee

Filter coffee

99

Rural South India

First Cup Habits


• Tea continues to dominate the first cup habits

among rural south areas.

• With an index of 0.67, coffee fares almost

similar to tea in first cup habits.

• Filter coffee has a higher first cup index than

instant coffee, which shows filter coffee is

more of a first cup habit.


0.84

0.67

0.33

0.79

Tea

Coffee

Instant Coffee

Filter coffee

100

Rural South India

Share of throat

51

4

11

91

17

14

1

Rural South India

Butte r milk (Chaas)

M ilk foods

P la in m ilk

N atural beverages


C SD

F ilte r cof fee

I nstant Co ffee

T ea

• Tea retains a major share of throat,

accounting for 51% of yesterday’s volumes.

• Instant coffee and filter coffee, which

comes next, together account for 18% of

yesterday’s volumes.

• Buttermilk and plain milk follows coffee, at

around 17% and 9% respectively.


Share of Throat

% S

hare

of v

olum

e

101

Rural South India Average Number of cups consumed per person per day: All respondents (Among drinkers and non drinkers)


• Average number of cups of coffee consumed

among all surveyed individuals, including

drinkers and non-drinkers, is about 0.56 cup,

when compared to 1.67 cups of tea.

• Average number of cups of instant coffee is

comparatively smaller than that of filter coffee.


Avg

. no

. of c

ups

1.67

0.56

0.13

0.43

Tea

Any Coffee

Instant Coffee

Filter Coffee

102

Rural South India

Average Number of cups consumed: Among drinkers

2.20

2.59

1.461.57


Base : Yesterday’s consumers (509)

• Coffee drinkers, on an average

consume 2.59 cups of coffee daily,

which is slightly higher than tea at 2.20

cups.

• The number of cups consumed by filter

coffee drinkers is slightly higher (1.57)

than that of instant coffee drinkers

(1.46). It also essentially means that

most people in rural areas drink both

instant and filter coffee.

Average number of cups: Drinkers

Avg

. no.

of c

ups

103

Rural South India

Heaviness of consumption: Number of cups of coffee consumed yesterday

• Amongst rural coffee consumers, a majority

(62% of individuals) are occasional drinkers

and about 22% are light drinkers and about

7% of rural respondents are non drinkers of

coffee.

• Both heavy drinkers and medium drinkers

together constitute about 10% of the total

rural respondents.

62%

22%

6%

7%3%




% R

espo

nden

ts


104

Rural South India Consumption in summer/ winter: Weekly and Daily

• The difference in weekly or daily coffee consumption

between winter and summer is negligible, indicating

lack of seasonal variation in rural south India.

% R

espo

nden

ts

Weekly Consumption Frequency: Summer and winter

Base: Consumed past 12 months (986)

Daily Consumption Frequency: Summer and Winter

88

62

36

56

87

61

40

56

Tea Any Coffee InstantCoffee

FilteredCoffee

Base: Consumed past 12 months (986)

81

51

21

45

79

45

20

41

Tea Any Coffee Instant Coffee Filtered Coffee

% R

espo

nden

ts

S

W

S

S S

W

W W

W

W

W

W

S

S

S

S

S- Summer, W-Winter

105

Rural South India

Number of cups of coffee/day in summer/winter

• The average coffee consumption is 2.23 cups a

day in summer, which increases to 2.86 cups a

day in winter.

• There is considerable increase in the

consumption of 2 cups of coffee in summer.

However, consumption of 3 cups or more is

higher in winter.

Number of cups of coffee: Summer and Winter

% R

espo

nden

ts

Base: All those consuming 2 or more cups of filter/instant/cold coffee in summer/winter

31

62

32

23

15

41 0

Winter Summer

2 cups 3 cups 4 cups 5 or More

Average number of coffee cups: in summer - 2.23 in winter -2.86

106

Rural South India

Coffee types consumed in household • The housewives in the sample were asked

about coffee purchased for the household.

• About 80% of the rural households buy only

filter coffee while only 15% buy instant

coffee. And the rest buy both instant and

filter coffee.

Base: All housewives whose family members consume C offee at home (249)

Types of coffee consumed in the household

80

155

Filter Coffee Instant Coffee Both

% R

espo

nden

ts

107

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108

Findings: by Consumers of Coffee

Share of throat

• Among coffee drinkers, coffee has the largest share

of throat at 39% (including filter coffee (19%) and

instant coffee (20%)).

• Among coffee drinkers, both tea (22%) and plain

milk (12%) has also a considerable share of throat.

Base: All coffee consumers

22

20

19

12

7

7

6 3

1

2008

Milk foods

Packaged fruit drinks

Natural beverages

CSD

Butter milk

Filter coffee

Plain milk

Mineral Water

Instant Coffee

Tea

109


Average no. of cups/person/day

1.99

1.10 1.141.22

2.34


• Daily Consumption of coffee among drinkers is about

1.99 cups.

• Daily consumption of coffee is the highest in the

traditional coffee market of South, where an average of

2.34 cups is consumed by every coffee drinker.

Base: Yesterday’s coffee consumers

Note = Average number of cups per person per day is according to the respondents. That is, the size and type of cups is they use.

110



• Daily Consumption of coffee among drinkers is at an

average of ~2 cups.

• Consumption of coffee per day increases marginally

from SEC A to D/E.

• On an average, SEC D/E, from the traditional coffee

market – the south – consumes 2.25 cups per person

per day.

SEC D/E covered only in south


1.991.86 1.85

2.04

2.25

All SEC A SEC B SEC C SEC D/E

111



1.99

1.89

2.04

1.992.00

2.14

1.94

2.06

All 15-24years

25-34years

35-44years

45-54years

55+ years Male Female


• Among drinkers, women drink comparatively

more coffee than men.

• Daily consumption of coffee is highest among the

oldest age groups (55+ years), followed by those

in the age group of 25-34 years and 45-54 years.

112

Findings: by Occasional Consumers of Coffee

100 100

5549


• Among occasional drinkers of coffee (i.e. those who

have drunk coffee in the past 12 months, but not

yesterday) tea and coffee has an equal and 100%

penetration.

• Instant coffee penetration is comparatively more

than filter coffee.

Penetration (Past 12 months):Tea & Coffee

Base: Occasional coffee consumers

113


100

49

49

6

82

63

99

92

14

53

25

86

37

Tea

Instant Coffee

Filter coffee

Cold Coffee

CSD


Natural beverages

Plain milk

Flavored Milk

Milk foods


Butter milk (Chaas)

Glucose powders

Penetration (Past 12 months): All beverages

• Among occasional drinkers of coffee apart from tea

and coffee, natural beverages have the highest

penetration

• Buttermilk and CSDs come next in penetration.

Base: Occasional coffee consumers

114


Base: occasional coffee consumers

• About 80% of occasional drinkers are primarily tea

drinkers.

• Other beverages that has a considerable share of

throat are buttermilk (10%) and plain milk (7%)

Share of throat

8 0

111

71

1 0

2 0 0 8

B u tte r m ilk(C h a a s)

M ilk fo o d s

P la in m ilk

N a tu ra lb e ve rag e s

P a c ka g e d fru itju ic e s

C S D

T e a

115

Findings: by Non Consumers of Coffee

Penetration (Past 12 months): All beverages

• Tea has the highest penetration among non-

drinkers of coffee, at 96%

• Natural beverages (62%) are very popular among

non - drinkers. CSD comes next in penetration.

• Plain milk & packaged fruit juices also have

comparable penetration at 68%.

Base: Non consumers of coffee

10

34

36

52

55

68

68

78

87

96

Flavored Milk

Milk foods

Glucose powders


Butter milk (Chaas)


Plain milk

CSD

Natural beverages

Tea

116


Total SEC A SEC B SEC C SEC D/E North East West South Base 407 64 124 155 64 59 26 148 174

% % % % % % % % % Disinterest 6 1 10 9 - - - 13 0 Don't like coffee 6 1 8 9 - - - 12 0 Not good for health / harmful / stomach 2 2 4 - 3 2 - 2 2 Not a habit 2 - 2 4 - - 6 4 - Habit of tea / always take tea 2 - 1 3 - - - 3 - Not in the habit of consuming coffee / tea / not addicted 1 - 1 1 - - 6 - - TASTE (Net) 3 3 5 4 - - - 7 - Don’t know / Can’t say 84 90 76 80 97 95 93 69 97

Reasons for not consuming Coffee – by SEC and Zone

% of respondents

117


Total Male

Female 15-24 years

25-34 years

35-44 years

45-54 years

55+ YEARS

Base 407 173 234 95 101 96 62 53 % % % % % % % % Disinterest 6 5 7 9 2 5 5 7 Don't like coffee 6 5 6 7 2 5 5 7 Not good for health / harmful / stomach 2 2 2 4 2 - 1 1 Not a habit 2 1 3 2 - 3 - 4 Habit of tea / always take tea 2 1 2 1 - 2 - 4 Not in the habit of consuming coffee / tea / not addicted 1 1 0 1 - 1 - - TASTE (Net) 3 2 5 4 5 3 5 - Don’t know / Can’t say 84 87 80 78 83 87 86 87

Reasons for not consuming Coffee – by Age and Gende r

% of respondents

118

Findings: Among Housewives

No. of housewives participated in the survey

Base: All Respondents Type of coffee consumed in the household

All fig. In %

• 30% of those who participated in the survey are

housewives.

• Among those households where coffee is

consumed at home, about 78% of households buy

instant coffee and 19% buy filter coffee.

• The proportion of those households buying both

instant and filter coffee is a mere 3%.

30

70

Houeswives Others

19

78

3

Only Filter Coffee Only Instant Coffee Both

119


Type of filter coffee purchased in households

85

142

Pre packaged

Freshly roast & ground coffee from coffee outlet s

Buy beans, roast & grind at home

Base: All who consume filter coffee

All fig. In %

• Among those who purchase filter coffee for

consumption at home, majority (85%) buy pre-

packaged filter coffee.

• Only 14& buy freshly roast & ground coffee from

coffee outlets.

• The traditional habit of buying beans and grinding

it at home has disappeared even in the south, as

only a negligible proportion report doing this at

home.

120


Brands of filter coffee purchased in households All North East West South

Base 432 9 8 36 379 Organized brands Bru 17 0 0 40 14 Nescafe 15 82 68 58 1 Green Label 3 0 0 0 4 Avt / Avt Premium 2 0 0 0 2 Parlour brands Cothas 12 0 0 0 15 Pandranga Coffee 11 0 0 0 14 Narasus 3 0 0 0 4 Udaya 3 0 0 0 3 Vijay Coffee 2 0 0 0 3 Vasantha 2 0 0 0 2 Coorg 2 0 0 0 2 Lakshmi 2 0 0 0 2


All fig. In %

• At an urban India level, housewives buy both the

organized brands and the private brands

• In West, organized brands have a better hold

whereas in the south, parlour brands are more

preferred among housewives.

121


Where do you normally buy filter coffee from?

11 8

74

81

Hypermarket /supermarket Department stores

Kirana/ grocery

Special coffeeoutlets Others


All fig. In %

• Three fourth of the housewives among those

surveyed buy filter coffee kiarans / grocery stores.

• Filter coffee is consumed from Supermarkets /

hypermarkets are also.

Special coffee outlets: Local coffee outlets in the neighborhood, which buy beans & grind the beans in their shop & sell coffee powder

122


Does the coffee you buy have chicory in it?

48

22

30

Yes No Don't know / Can't say

Base: All who consume filter coffee (498)

All fig. In %

• Almost one third of the housewives among those

surveyed are not aware whether chicory is included

in the coffee they buy.

• Predictably, the south has the maximum number of

housewives who are aware of the chicory present in

the coffee.

48

25

56

22

96

8

41

14

30

4

92

34 31


Yes No Don't know / Can't say

Base: All who consume filter coffee (498)

123


How coffee - chicory mixture is prepared All fig. In %

97

3

Get a chicory mixfrom the shop itself

Buy chicoryseparately & add it asper requirement atmy home

Base: All those who consumed Filter Coffee with Chi cory (227)

• Majority of the respondents (97%) who consume

filter coffee with chicory, get a mix of coffee and

chicory from the shop itself

• A very small % of the people in south buy chicory

separately and then add it as per requirement with

the coffee

• This proportion comes solely from the south zone.

124


How much chicory is mixed with 100 Gm of coffee All fig. In %

17

52

31

10-14 %

15-19%

20-25%

Base: All those who buy Chicory separately and mix it with coffee (7)

• In the south, where people buy chicory separately

and add it with coffee powder, about half of them

mix 15-19 gm chicory per every 100 gm of coffee.

• At an average, 19.6 gm of chicory s mixed with 100

gm of coffee.

125

Opportunities for growth This report tries to provide the opportunities of growth of coffee consumption in India. These suggestions are based on the coffee

consumption study in 2008.

From this research, the following areas have been identified as opportunities to grow consumption of the beverage.

- To increase depth:

1. Coffee consumption out of home

2. Coffee consumption in winter and summer

- To increase width:

1. Occasional consumers (especially in north, east and west zones)

2. Consumption of coffee through vending machines

3. Consumption of coffee in cafés

126

Potential opportunities for growth Increase in Coffee consumption – All Urban India

2005 2008

2005 2009

� Compared to the last survey (conducted in 2005), this survey

shows that coffee penetration has increased by a large

extent.

� About 92% of the population has been introduced to this

beverage, as compared to a 63% in 2005. This essentially

means that people have started experimenting with this

beverage in the past few years.

� It is also noted that the ‘yesterday consumption’ of coffee

has increased from 23% in 2005 to 31% in 2008.

Base: All those consumed coffee in P12M

Penetration – P12M


Yesterday consumption

63

92

23

3 1

127

Potential opportunities for growth Increase in Coffee consumption – Share of throat

5452

99

34

3435

2005 2008

Oth er b eve rag es

Filter co ffe e

In sta nt Co ffe e

Te a

� Share of throat of Coffee has marginally

decreased from 13% in 2005 to 12% in 2008.

� However, the coffee consumption yesterday has

increased. This can be attributed to the increase in

total volume of beverage consumed (increase in

yesterday consumption)

Share of throat


128

Potential opportunities for growth Heaviness of consumption � While comparing the heaviness of consumption of

coffee among those who consumed coffee yesterday, it

can be seen very clearly that the proportion of light,

medium and heavy drinkers have increased. On the

other hand, the proportion of non drinkers is reduced.

� Occasional drinkers’ proportion is significantly

increased. This segment has to be tapped to increase

the coffee consumption.


38%

40%

19%2% 1%

Non drinker Occasional drinker Light drinker Medium drinker Heavy drinker


7%

59%

25%

4% 5%

Non Drinkers Occasional Drinkers Light Drinkers Medium Drinkers Heavy Drinkers

2005

2008

129

Potential opportunities for growth Number of cups of Any coffee/day : in Summer and in Winter

62

25

84

45

28

116

2 cups 3 cups 4 cups 5 or morethan 5 cups

Summer

Winter

65

14

4 1

60

18

7 3

2 cups 3 cups 4 cups More than 5

cups

Summer

Winter


Number of cups in summer and winter



2005

2008


� The cuppage consumption of coffee has been

increased through 2008. The average number of cups

per day during summer increased from 2.22 cups in

2005 to 2.39 in 2008. Similarly, the average

consumption during winter has been increased from

2.48 cups a day in 2005 to 2.75 cups a day

� Coffee should be promoted more during winter

seasons to increase the consumption.

Note: The average also include those who consumed only 1 cup per day

130

Potential opportunities for growth Coffee consumption out of home – Coffee at cafés an d vending machines

6257

42

61

69

3339

42

35

27

5 4

16

4 4

A ll N orth E as t W es t S ou th

At hom e A t hom e and o uts ide h om e O nly outs id e hom e

� Among those who consumed coffee in the past

12 months, more than a third drink coffee out-of-

home, at a national level.

� The out-of-home consumption is gaining

popularity in the non-traditional coffee markets,

i.e. north, East and West Zone. All these zones

have higher potential for out of home

consumption ranging from 35% in the West to

42% in the East.

� The opportunity to increase coffee consumption

lies in out-of-home segments, especially through

vending machines and cafés. Base: All those consumed ocffee in P12M

Where do you consume coffee?

18

61

46

95

A ll Urban

Canteen / M es s

Hote ls / res taurants

Coffee s talls

V end ing m ac hines

P rem ium Cafes

Base: All consume coffee out of home in P12M

Where outside home?

131

Potential opportunities for growth Coffee consumption out of home – Coffee at cafés an d vending machines

1825

12

2015

61

5056

84

54

46 4439

22

65

93

31

6 75 3 1

22

3

A ll N orth E ast W est S ou th

C anteen / M ess H ote ls / res tauran ts C o ffee s ta lls

V end ing m ach ines P rem ium C afes

� Across zones, coffee is consumed mostly

through hotels / restaurants. In the traditional

coffee market of the South, coffee stalls are the

most popular.

� Vending machines are comparatively more

popular in East; cafés score high in the West.

Where do you consume coffee out of home?

Base: All consume coffee out of home

132

Potential opportunities for growth Increasing consumption among ‘occasional drinkers’

10049

49

82

63

99

92

14

53

25

86

37

Tea

Instant Coffee

Filter coffee

CSD


Natural beverages

Plain milk

Flavored Milk

Milk foods


Butter milk (Chaas)

Glucose powders

Heaviness of consumption – All Urban India

Base: All respondents (5993) 59%

5%

4%

7%

25%

Non Drinkers Occasional Drinkers Light DrinkersMedium Drinkers Heavy Drinkers

Penetration (Past 12 months)

Base: All occasional consumers

• About 60% of the urban population are occasional

drinkers. There seems to be an increase in the

proportion of occasional drinkers over the past few

years.

• Among occasional drinkers, apart from tea and

coffee, natural beverages has the highest

penetration.

• To increase the penetration of coffee among these

occasional consumers, there is a greater scope to

market coffee as a ‘Natural beverage’

133

Potential opportunities for growth ‘Cccasional drinkers’ by city

Base: All occasional consumers

• South has the lowest proportion of occasional drinkers, especially in Karnataka and Tamil Nadu

85%88% 90%

76%

48%

88%

24%28%

68%

6%

20%

27% 25%

2%

80%

61%

95%

73%

57% 59%

86%

59%

78% 77%

95%

Total

Delh i

Kanp

ur A

jmer

Lud

hiana

Calcu

tta G

uwahati M

umba

i P

une

Gwali

o r C

henna

i M

adura

i T

anjo

re R

asipur

am B

angalo

re U

dipi

Hub

li

Chik

mangulur

Hyde

raba

d V

ijaya

wada

War

angal

Sidd

ipet

Coch

in T

rivan

drum

Calic

ut

NORTH EAST WEST SOUTH

134

Potential areas for growth

Attitudes towards coffee – by Zone

Health Connotations

16

10

1922

14

8 8

Healthy drink Has medicinalvalue

Not forchildren below

15 years

Energizing Helps indigestion

Is the bestdrink when I

am thirsty

Fills mystomach

Status Connotations

30 30

2127

Modern High status It is a young person'sdrink

Urban drink

Top

box

sco

res

in %

• Those who have consumed coffee in the past

months were asked to rate coffee on a 5 point

agree/disagree scale on a few attributes.

(1=Completely disagree, 5= Completely agree)

• The charts provide the proportion of people who

‘agree completely’ with the statements. The

subsequent tables provide the distribution of

reponses (from ‘1’ to ‘5’) at zonal level.

• Coffee scores generally low on health

connotations.

• However, coffee is much strongly associated

with the status conations.

Base: Those who had coffee in past 12 months

Top

box

sco

res

in %

135


Attitudes towards coffee – by Zone

Family Connotations

Top

box

sco

res

in %

• From family perspective, coffee is seen as

an ideal drink during cold weather.

• Coffee also scores high for family

gatherings and overall popularity as a

beverage.

16

42

25

35 34

Prefer to drinkoutside home

Ideal for coldweather

Interesting flavors &variations

More & more peopleare drinking it these

days

For guests whenthey visit at home

2416

20 17 1520

Enjoy with family Necessary tostart day

Like to drink withfriends

Affordable foreveryday

consumption

Habitually drunk Suitable forentire family

Top

box

sco

res

in %


136


Attitudes towards coffee – Health connotations

Healthy drink Total North East West South

Has medicinal value Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %

% % % % % (5) Agree strongly 16 13 11 22 14 (5) Agree strongly 10 7 7 12 10

(4) Agree somewhat 27 20 15 34 29 (4) Agree somewhat 20 12 19 20 24

(3) Neither agree nor disagree 24 29 10 25 23 (3) Neither agree nor disagree 21 14 20 17 27

(2) Disagree somewhat 19 23 28 9 20 (2) Disagree somewhat 24 26 23 25 23

(1) Disagree Strongly 12 15 31 9 9 (1) Disagree Strongly 23 41 27 26 11

Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 4 0 5

Not for children below 15 years Total North East West South

Energizing Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %






Don’t know / Can't Say 3 - 4 - 5 Don’t know / Can't Say 3 0 4 - 5

• Though coffee scores generally low on health connotations, West zone seems to somewhat agree with the statements ‘Coffee is

a healthy drink’ and ‘It has medicinal value’


137


Attitudes towards coffee – Health connotations

Helps in digestion Total North East West South

Is the best drink when I am thirsty


Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %






Don’t know / Can't Say 3 0 4 0 6 Don’t know / Can't Say 3 0 4 - 5

Fills my stomach Total North East West South

Base 5993 1013 562 860 3558

% % % % % (5) Agree strongly 8 3 1 13 9

(4) Agree somewhat 13 5 2 20 15

(3) Neither agree nor disagree 14 8 4 17 19

(2) Disagree somewhat 21 18 19 20 23

(1) Disagree Strongly 41 67 69 32 28

Don’t know / Can't Say 3 0 4 - 5

• West zone also agrees somewhat to ‘Coffee helps in digestion’. All zones mostly disagree to the statements ‘Coffee is the best

drink when I am thirsty’ and ‘Coffee fills my stomach’.


138


Attitudes towards coffee – Status connotations

Modern Total North East West South

High status Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %






Don’t know / Can't Say 3 0 4 0 5 Don’t know / Can't Say 3 0 4 0 6

Is a young person’s drink Total North East West South

Urban drink Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %






Don’t know / Can't Say 3 0 5 0 5 Don’t know / Can't Say 3 0 5 0 6

• North, East & West zones, which are not traditionally coffee drinking states, seem to agree to the fact ‘Coffee is modern’ and ‘is

an Urban drink’

• Coffee is also considered as a ‘High status drink’ by all non-traditional coffee markets.


139


Attitudes towards coffee – Family connotations

Drink I enjoy with family Total North East West South

Necessary to start my day Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %






Don’t know / Can't Say 3 0 4 - 5 Don’t know / Can't Say 3 0 4 - 5

Like to drink with friends Total North East West South

Affordable drink for everyday consumption


Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %







• In East and West zones, coffee drinkers like to drink it with friends. Across zones, coffee is fouind to eb a drink which can be

enjoyed with family.


140



Habitualy drunk in my family Total North East West South

Suitable for entire family Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %







Prefer to drink outside home Total North East West South

Ideal for cold weather Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %







• From family perspective, coffee is seen as an ideal drink during cold weather.


141



Interesting flavors and variations are available

Total North East West South More and more people are

drinking it these days Total North East West South

Base 5993 1013 562 860 3558

Base 5993 1013 562 860 3558

% % % % %







For guests when they visit at home


Base 5993 1013 562 860 3558

% % % % % (5) Agree strongly 34 43 36 36 27

(4) Agree somewhat 36 37 37 37 34

(3) Neither agree nor disagree 15 11 6 16 18

(2) Disagree somewhat 8 5 8 6 11

(1) Disagree Strongly 4 4 9 4 4

Don’t know / Can't Say 3 0 4 - 5

• Coffee scores high for family gatherings and overall popularity as a beverage across zones.


142


Most commonly used cup size – Urban & Rural

• Among coffee drinkers, 100 ml cup is the

most commonly used in North, East and

West.

• However, in Urban South, both 70 ml cup

and 100 ml cup are quite popular.

Zones Most common cup size used

% of population consuming

Smallest cup size used the

most

Largest cup size used the

most

North 100 ml cup 88% 100 ml

East 100 ml cup 63% 70 ml 100 ml

West 100 ml cup 81% 30 ml 100 ml

South (URBAN) 70 ml cup 76% 30 ml 200 ml

South (RURAL) 70 ml cup 100 ml cup

53% 41% 30 ml 200 ml

Base: Yesterday consumption

143


Coffee consumed – When?

• It is found that in both South and

North zone, among coffee drinkers, it

is consumed mostly ‘First thing in the

morning’, ‘With breakfast’ and ‘In the

evening before dinner’.

• Coffee is consumed most in East

‘With breakfast’ and ‘Between

breakfast & lunch’ whereas West

consume coffee ‘With breakfast’ and

‘In the evening before dinner’

Base: Yesterday consumption

21

49

76

39

45

73

67

1172

All

970338089Base

40

61

75

50

51

72

75

North

16

36

33

33

70

77

69

East

8

28

71

18

31

82

28

West

20After Dinner (After 10 PM)

51With dinner (7.01 PM – 10 PM)

77

40

44

71

72

South

In the evening before dinner (4.01 PM – 7 PM)

With lunch (1.01 PM – 4 PM)

Between breakfast & lunch (10.01 AM – 1 PM)

With Breakfast (7.01 AM – 10 AM)

First thing in the morning (Before 7 AM)

% of people drinking coffee

21

49

76

39

45

73

67

1172

All

970338089Base

40

61

75

50

51

72

75

North

16

36

33

33

70

77

69

East

8

28

71

18

31

82

28

West

20After Dinner (After 10 PM)

51With dinner (7.01 PM – 10 PM)

77

40

44

71

72

South

In the evening before dinner (4.01 PM – 7 PM)

With lunch (1.01 PM – 4 PM)

Between breakfast & lunch (10.01 AM – 1 PM)

With Breakfast (7.01 AM – 10 AM)

First thing in the morning (Before 7 AM)

% of people drinking coffee

144


Non consumers of coffee: Reasons for not consuming coffee

Total SEC A SEC B SEC C SEC D/E North East West South Base 407 64 124 155 64 59 26 148 174 % % % % % % % % % Don’t know / Can’t say 84 90 76 80 97 95 93 69 97 Disinterest 6 1 10 9 - - - 13 0 Don't like coffee 6 1 8 9 - - - 12 0 Not good for health / harmful / stomach 2 2 4 - 3 2 - 2 2 Not a habit 2 - 2 4 - - 6 4 - Habit of tea / always take tea 2 - 1 3 - - - 3 - Not in the habit of consuming coffee / tea / not addicted 1 - 1 1 - - 6 - - TASTE (Net) 3 3 5 4 - - - 7 -

Total Male

Female 15-24 years

25-34 years

35-44 years

45-54 years

55+ YEARS

Base 407 173 234 95 101 96 62 53 % % % % % % % % Don’t know / Can’t say 84 87 80 78 83 87 86 87 Disinterest 6 5 7 9 2 5 5 7 Don't like coffee 6 5 6 7 2 5 5 7 Not good for health / harmful / stomach 2 2 2 4 2 - 1 1 Not a habit 2 1 3 2 - 3 - 4 Habit of tea / always take tea 2 1 2 1 - 2 - 4 Not in the habit of consuming coffee / tea / not addicted 1 1 0 1 - 1 - - TASTE (Net) 3 2 5 4 5 3 5 -

% of respondents

• Non-consumers of coffee do not have any particular reason for not consuming coffee. Since about 84% of non-consumers did not

have any negative impressions about coffee, an opportunity exists for converting them to occasional or regular drinkers with

appropriate promotional efforts.

% of respondents

145

AANNNNEEXXUURREE

146

Volume estimation of Coffee

The methodology to calculate coffee volumes is outlined below:

1. Data will be collected on coffee consumption in terms of the:

� Number of cups consumed yesterday

� The size of each cup consumed

� By type of coffee (filter or instant)

� By place of consumption

The ‘yesterday consumption’ will be taken as the indicator of coffee consumption.

2. Total individual consumption will be aggregated for yesterday

3. Yield assumptions will be made similar to the earlier round of the audit:

� 5 gms of filter coffee yields 150 ml of filter coffee

� 2 gms of instant coffee yields 150 ml of instant coffee

4. Average chicory consumption will be estimated for filter and instant coffee

Coffee consumption will hence be = (Milliliters of coffee consumed yesterday (by coffee type) / coffee yield) – amount of chicory

Demand will be estimated by the formula:

N

Σ Ci * Ui i = 1

Where:

C= Consumption by cell represented by zone * pop. Strata. * SEC

U= No. of households / persons falling in this cell

i= cell 1 to N

147

Pure Coffee Beans Volume: Urban and Rural India (20 05 vs. 2008)

In tonnes • The total pure coffee volumes in India increased from

80200 MT in 2005 to 94400 MT in 2008.

• Contribution of Urban and Rural ares to the coffee

consumption remains more or less the same in 2008,

compared to 2005.

• In South, contribution of TamilNadu and Karnataka to

Coffee volumes increased somewhat in 2008.

TN34%

Karnataka30%

AP20%

Kerala16%

State wise volume share in the South (Urban + Rural )

TN36%

Karnataka31%

AP18%

Kerala15%

21,922 MT

10,305 MT

12,881 MT

19,322 MT

2005 2008

ALL INDIA COFFEE BEAN VOLUMES 2005 2008

Total Urban India 58500 69000

Total Rural (South) India 21700 25400

All India 80200 94400

26,705 MT

11,127 MT

13,352 MT

22,996 MT

148

Coffee volume split

Population* Total coffee ( in tons) Total Instant C offee ( in tons) Total Filter Coffee ( in tons) Total Urban 91100000 69000 42100 26900 Zone North 20481000 6996 5850 1149 East 7725000 4983 4843 144 West 21895000 8242 7576 718 South 40999000 48779 23879 24890 SEC A 20593000 12816 9398 3420 B 26167000 16139 11028 5113 C 27259000 15509 10357 5154 D/E (Only in South) 17081000 24536 11316 13214 Age 15-24 25779000 16915 10453 6462 25-34 22919000 17490 10741 6749 35-44 17876000 15238 10645 4595 45-54 11709000 8242 4315 3925 55+ 12817000 11117 5946 5169 Gender M 48392000 37998 22872 15125 F 42708000 31002 19228 11775 Total Rural 89434000 25400 11700 13700 Total Urban +Rural 180534000 94400 53800 40600

* Source: Currently available NRS data

149

COFFEE BOARD No. 1 Dr. B. R. AMBEDKAR VEEDHI, BANGALORE-560001 INDIA

PH: (91) (80) 22266991, FAX: (91) (80) 22255557. E-MAIL: [email protected]

VISIT US AT: www.indiacoffee.org

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