How do the French consume coffee? What are their purchasing motivations? What are their favorite brands? Here are the answers in figures :
68% of French people are regular coffee drinkers, but 14% never drink coffee. Coffee lovers drink it primarily for the taste (74%), also to take a break (47%), to feel better (35%) or to stay awake (33%).
55% drink it several times a day at home (at home or with friends and family).
75% of coffee lovers drink it at breakfast, 50% at lunch, 45% in the middle of the afternoon, 38% in the middle of the morning and 13% at dinner.
Only 37% of coffee buyers make the brand a criterion of choice, far behind the taste (60%), the form (ground, soluble, etc. at 52%), or even the price (40%).
15% of them take into account the production method (organic, fair trade, etc.) in their purchases.
80% of consumers buy their coffee in supermarkets, 14% online (including drives).
28% of consumers use a capsule machine, 22% a filter coffee maker, 18% a machine with flexible pods, 10% a bean machine. 10% drink soluble coffee, 9% use a pressurized coffee maker, Italian style.
81% of French people know Carte Noire, which makes it the most popular brand. It also gets the best score on positive impression, perceived quality and good value for money. Nespresso and Nescafé complete the podium on impression and perceived quality, Grand-Mère and Senseo on value for money.
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