NEW YORK — For four in five coffee drinkers, the idea of drinking coffee in the morning is what motivates them to get out of bed, according to new research. The survey of 2,000 American coffee drinkers revealed this is true for 81 percent of respondents — and respondents are so reliant on coffee, they’ll consume an average of 460 cups per year.
Within the survey, respondents were split by their favorite style of coffee — hot coffee (48%), cold brew (20%), iced coffee (18%), frozen or blended coffee (7%), or espresso-based (5%). Those who prefer cold brew and hot coffee were most likely to be motivated by coffee in the morning (86% and 83%, respectively), compared to those who prefer iced coffee or frozen or blended beverages (76% and 66%, respectively).
Commissioned by BUNN and conducted by OnePoll ahead of National Coffee Day, the survey further examined respondents’ love of coffee and how they create their favorite brew. Many respondents would go so far as to give up social media over their morning brew — especially those who prefer hot coffee.
Forty-two percent of hot coffee drinkers who use social media would prefer to give up their online account instead of their coffee, while only 17 percent said the opposite. Cold brew drinkers were more evenly split, as 31 percent would give up social media, compared to 38 percent who would give up coffee.
Results also found that respondents love their coffee drinks so much that 48 percent have tried to recreate their favorite cafe beverage at home. These attempts are pretty successful, too — 92 percent of those who’ve recreated a beverage said they were satisfied with the results.
Despite that, making coffee at home still isn’t the same as having an expert do it. The survey found 71 percent of respondents find it important to have their coffee prepared by a skilled barista.
“Whether it’s that fresh-hot cup from the kitchen coffee maker or a crafted beverage from a coffee shop drive-through, Americans have a long-standing love with their coffee routine,” says Brandi Goodin, BUNN Vice President of Marketing Communications, in a statement.
Results also found that only 27 percent of coffee drinkers would rate the beverages they make at home “excellent” — and respondents admit to facing a variety of challenges. When making coffee at home, respondents said they struggle to measure the right amount of coffee (48%), select the correct grind size (48%), and select the correct filter (44%). However, that doesn’t mean respondents aren’t hoping to improve their at-home brewing skills — and 74 percent said they’re likely to try out new coffee brewing methods.
Coffee drinkers surveyed are most concerned with the ease of preparation (61%) when it comes to their preference for how their coffee is made. That was followed by the cost of equipment (51%) and the prep and brew time (44%).
“Brewing coffee is a scientific process with a range of variables including brew time, temperature and turbulence to create the perfect cup,” Goodin explains. “For those looking to improve their coffee-brewing skills at home, my advice is to experiment with different techniques, like variations in grind size or adjusting the amount of coffee used.”
“While measuring correctly and using quality coffee beans are vital, the importance of having the right equipment cannot be overlooked. Investing in the right brewing equipment will elevate your coffee experience to new heights. Bottom line: find what works for you and have fun with it!”
This random double-opt-in survey of 2,000 Americans who drink coffee was commissioned by BUNN between Sept. 5 and Sept. 8, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).