One in four coffee drinkers have ‘no idea’ where their morning brew actually comes from, according to research.
A poll of 2,000 adults, who drink coffee, found 48% don’t know how long it takes to go from a humble coffee bean to a piping hot cup – and 19% are unsure how the drink is produced full stop.
Nearly one in 20 (4%) even believe coffee is farmed in the UK, with 45% admitting it can be easy to forget that coffee is a natural product that comes from a tropical plant.
Jasmine Bilham, from Nestlé UK and Ireland, which commissioned the research, said: “Coffee is so entrenched in our daily routines that it can be easy to forget about the incredible journey it takes from countries like Brazil, Vietnam and Mexico to coffee factories right here in the UK.
“Understanding the coffee process helps us to make better choices that have a positive impact on the world around us.
“In the UK, 264 cups of our coffee are drunk every second – that’s a lot of coffee drinkers who are supporting responsible coffee farming, as well as investments in recyclable packaging and renewable energy.”
The research also explored what influences shoppers when they’re buying coffee, and found that price, coffee type and flavor preference are the most important factors, followed by roast level and aroma.
As for sustainability, 81% of coffee drinkers think companies have a responsibility to be environmentally friendly and socially responsible.
And while 67% like to stick with the brands they know, of the 26% who do mix it up, 30% would choose a new one based on how eco-friendly it is.
It also emerged the average coffee drinker enjoys 657 cups every year, with nearly half (48%) valuing the warmth and comfort they get from the drink, while 27% welcome the energy boost it gives them.
Half enjoy their coffee with just a dash of milk, while 32% like it very milky, and 16% have it black. It also emerged that the majority (58%) do not add sugar.
The study carried out via OnePoll, also found 71% think it’s important they have at least one mug of the drink every day.
And 59% said it’s essential their coffee is ‘spot on’ to ensure the day gets off to a good start.
Nestlé’s Jasmine Bilham added: “As a leading food and drink company, it’s our responsibility to deliver what shoppers want, and to use our scale and focus on sustainability as a force for good in the UK and around the world.
“Eight decades of expertise go into sourcing our coffee beans responsibly.
“They’re then tested seven times before they even reach our Derbyshire factory, where our highly trained coffee testers work hard to ensure the end product consistently delivers the great taste and quality shoppers expect.”
Produced in association with SWNS Talker
