Original article by Roy Morgan Research
Market Research Update – Page: Online : 31-May-16

A Roy Morgan Single Source survey has found that the proportion of Australian grocery-buyers aged 14+ who bought instant coffee (not decaf) in an average four-week period slipped from 59.1 per cent to 49.4 per cent between April 2011 and March 2016. Over the same period, the proportion buying fresh coffee in any given four weeks rose from 28.2 per cent to 30.2 per cent. Nescafe remains the most popular brand of instant coffee, with its different varieties being purchased by 49.7 per cent of all instant-coffee buyers in an average four weeks in the year to March 2016, although this compares with 57 per cent in the year to March 2012.

CORPORATES
ROY MORGAN RESEARCH LIMITED, NESCAFE, MOCCONA, INTERNATIONAL ROAST