Brita’s Killer Concepts report reveals three types of coffee consumer

‘Shoppers’, Take-a-Breakers’ and ‘Socialisers’ all want different things from their coffee experience, and interact differently with the drink and the space they consume it in.

For all groups atmosphere, ambience and interaction were stated as the top three factors that encourage repeat visit in the report, which is entitled Killer Concepts.

Miles Dawson, sales director, Brita Professional, said: “We’ve created this report to provide new intelligence into today’s coffee shop market, examine how our nation uses cafés, and what they want from their experience now and in the future.

“To do this, we’ve partnered with Allegra Insight and the University of Edinburgh, to explore consumer behaviour in detail, and provide insight on how to meet expectations and drive customer loyalty.”

‘Shoppers’ are looking for a quiet, comfortable experience and are less inclined to build relationships with staff.

‘Take-a-breakers’ visit throughout the day for a caffeine fix or a wind down – they are looking for a break in the daily routine and friendly interaction.

‘Socialisers’ want to meet other people – friends, family – and they put the most value on friendly staff.

In the future, consumers want to be able to use coffee shops as a meeting place, to wind down and attend events.

Over half (58%) of consumers use the space to people watch and 1 in 5 use the space to meditate or relax.

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