Instant Coffee Attraction in Australia
More than 7 million people in Australia, which equates to 41 per cent of the national population, buy coffee in instant format in a regular month, according to figures recently released by Roy Morgan.
Going by the same data, the market is clearly dominated by the global leading brand, with 24 per cent of non-decaffeinated instant coffee purchasers opting for this as their coffee of choice, followed by a 10 per cent of purchases for its closest competitor, Moccona. A value brand called International Roast commands a reported 4 per cent of purchases, followed by supermarket own label brands and Riva at 2 per cent. Bushell’s, Jarrah and Robert Timms each take around 1 per cent of instant coffee sales in the country.
In terms of the consumer demographic consuming non-decaf instant coffee, this has a higher likelihood of being older females of lower socio-economic standing. Those buying the more expensive Moccona brand, however, have a tendency towards higher incomes, are better educated and have a higher socio-economic positioning.
"The two leading instant coffee (not decaf) brands appear to tap into very different markets," commented Norman Morris, Roy Morgan Research’s Industry Communications Director. The leading global brand has a mass market appeal, according to Morris, whereas Maccona, with its premium appeal, has a more brand aware and affluent consumer following.
In other instant coffee news, Ellen Schwartz, owner of a yoga fitness centre in New Mexico, US, has recently introduced a ‘healthy coffee’ called OrGano Gold. Featuring ganoderma extract (from the reishi mushroom), the concept has roots in Chinese medicine where the ingredient was used to boost immunity.