I need coffee! It’s the daily mantra of 65% of all Canadians over the age of 18. We know it’s popular, one trip down Toronto’s Queen Street in The Beach will prove that, but where does coffee really fit into the lives of Canadians? With the mass trend towards iced coffees is the good old, hot brewed Cup’o’Joe still in demand or is it passé now?
In our previous blog we discovered that tea is the most popular beverage in the world second only to water. When looking at Canada alone though, this is not true. Coffee is more popular than tea in the Great White North. An on-going study by the Coffee Association of Canada/Café Association du Canada (“CAC”) has monitored Canadian coffee consumption over the past 18 years. According the statistics published by their last public update in 2013, two thirds (65%) of adults 18-79 consumed coffee within the past 24 hours. When asked about their weekly coffee consumption that percentage jumps to 78%. Yearly, 83% of all adult Canadians have enjoyed at least one cup of coffee. The average adult Canadian consumes approximately 3.2 cups of java a day.
Juan Valdez and his mule Conchita will be pleased to note that traditional coffee is the highest consumable form of coffee in Canada at 55%. Espresso is the second most popular at 12%, followed by instant traditional coffee at 9%, iced and frozen blended coffee at 6%, and decaffeinated coffee comes in at 5%. Of the espresso coffees, cappuccinos and lattes proved to be Canadian favourites demonstrating a 16% and 14% popularity respectively. What may not be surprising is that iced and frozen coffee blends were most widely consumed amongst the 18-34 year olds.
Most of us, 78%, enjoy our cuppa high octane brew at home made via a traditional drip coffee maker (53%). Statistics did show an increasing swing towards home-brewed, single cup varieties though, with 25% using a single-cup brewer much like a Keurig or a Tassimo. Only 37% of coffee consumed by Canadians is outside the home. Sorry Tim Hortons, Starbucks and the Queen Street chic clique.
So how do we stack up in a world of consumers? According to a 2013 Euromonitor review, Canada still doesn’t rank in the top 10 of world-wide coffee consumers. The top ten are: Brazil, Belgium, Germany, Denmark, Serbia, Austria, Slovenia, Netherlands, and Norway, with Finland as the highest consumer of go-go juice in the world. If you know any Finns, this will not be surprising to you! According to the Caffeine Informer based on the above Euromonitor review, Canada ranks 19th in the top 50 coffee consuming countries around the world.
According to the International Coffee Organization (“ICO”), world-wide coffee consumption is expected to increase by 25%. “Consumption is increasing as societies in India, China and Latin America continue to be Westernized,” the ICO’s executive director Roberio Silva was quoted in the Wall Street Journal, February 16, 2015.
Canada still outranks the United States of America in single-cup brewers. Twenty percent of all Canadian households own at least one single-cup brewer whereas only 12% of American homes sport a machine. "One of the features of the out of home Canadian coffee market is accessibility through the high number of outlets per capita," says Sandy McAlpine, CAC President. "In fact, coffee is second only to Italy in terms of menu importance for away from home coffee consumption. Further, the single cup phenomenon has dramatically changed the grocery store shelf and the at home coffee drinking experience for many Canadians."