Deloitte Coffee Study 2024

About the study

This study is based on an online survey of 7,000 coffee drinkers aged 16 and above. The survey was conducted in March 2024 across 13 countries, 500 participants in Brazil, China, France, Germany, India, Italy, Japan, Mexico, South Korea, Spain, the United Kingdom, and the United States as well as 1,000 participants in Switzerland. The data of all countries were weighted equally in the analysis. The country samples were nationally representative of age and gender – in China and India also of income, and in Switzerland of language distribution. Additionally, face to face interviews were conducted with experts from the coffee industry. Independent in its approach and drawing on our research capabilities, the Deloitte Coffee Study is a holistic industry assessment comprising diverse points of view.

Some of the topics we have a covered in this paper include:

The Market

Consumer Behaviours

Key findings

The report also discusses our six key findings including:

Coffee consumption is spreading to parts of the world where it is not a traditional beverage – for example, to China and India. The popularity of coffee is growing in these emerging markets and the number of coffee shops is increasing rapidly.

Coffee production faces serious challenges where climate change, deforestation and plant diseases are concerned. Consumers increasingly demand sustainable coffee and look for certifications that ensure social and ecological standards have been respected in the value chain.

Easy accessibility to coffee and saving time during preparation are crucial factors in coffee consumption. In this context, canned and bottled coffee are two well-known options. But they are not often adopted by consumers for their regular consumption.

Coffee consumption differs between younger and older generations. For example, younger coffee drinkers tend to consume less coffee on average and prefer coffee beverages that contain more milk than those chosen by older consumers.

Preparing coffee at home rather than buying it to go or drinking it in a café has risen in recent years. An important driver of this development has been the inflation surge from 2021 to 2023. Instant coffee is the preferred choice at home.

In the relationship between coffee growers and roasters, direct trade without any intermediaries is on the rise. In turn, roasters are increasingly using e-commerce to sell and communicate with consumers. Both trends allow closer connections between market participants.

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Would you like to understand better what the presented coffee market trends and consumer insights mean for your business?

Then please feel free to contact Deloitte Switzerland for more information.