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Iced-coffee drinkers ‘Dare’ to be different

Source: Roy Morgan Single Source (Australia), June 2009 MAT (n=20,087) and June 2014 MAT (16,809); July 2012-June 2014, n=37,076.

It’s no secret that Australians love their coffee, but all too often it’s the latte-lovers, espresso-fiends, cappuccino sippers and flat-white fanciers that get all the press. Here at Roy Morgan Research, we believe it’s high time a less prominent but equally important segment of our caffeinated nation was recognised: folks who consume coffee-flavoured milk…

During the 12 months to June 2014, 1,314,000 Australians (or 6.8% of the population 14+) drank coffee-flavoured milk (often known as iced coffee) at least once in any given seven-day period. Nearly five percent (4.9%) of the population consumed a dedicated coffee brand — a brand of milk that offers coffee flavour only — a slight increase on the proportion that consumed this type of flavoured milk back in June 2009 (3.5%).

Faring less well over this period have been flavoured milk brands that offer coffee along with a selection of other flavours. Whereas they were consumed by 3.6% of Australians in 2009, this has since fallen to 2.8%.

Coffee-flavoured milk consumption in Australia: 2009 vs 2014

iced-coffee-consumption

Source: Roy Morgan Single Source (Australia), June 2009 MAT (n=20,087) and June 2014 MAT (16,809).

Leading the dedicated coffee brands is Dare, with its drinkers growing from 0.7% of the population in 2009 to 1.8% in 2014. Consumption of its nearest rival, South Australian brand Farmer’s Union, rose only slightly from 1.2% to 1.3% over this period.

The tradies’ drink?

Anyone who’s seen an ad for coffee-flavoured milk lately won’t be surprised to learn that those who drink it are significantly more likely to be men than women. What’s more, the enduring image of a hard-working tradie knocking back a carton of iced coffee at the construction site isn’t far from the truth.

On the whole, blue-collar workers such as Construction and Mining Labourers, Construction Trades Workers and Mobile Plant Operators are more likely to drink coffee-flavoured milk in an average seven days than white-collar workers (eg. Office Managers, Business, HR and Marketing Professionals).

Coffee-flavoured milk-drinkers by profession vs population average

professions-who-drink-iced-coffee

Source: Roy Morgan Single Source (Australia), July 2012-June 2014, n=37,076. NB: 100=population average; <100 (red) = below average; >100 (blue) = above average

Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:

“Australia’s booming café culture has resulted not only in rising café visitation and ownership of coffee machines, but also in the increasing popularity of flavoured milk brands dedicated to coffee. Consumers have become much more discerning and knowledgeable in their coffee choices, and these dedicated brands are tapping into this trend.

“While market leader Dare is clearly targeting socially active, white-collar young men with its funny ‘When your place is all over the head’ advertisements, close rival Farmers Union is appealing to the classic tradie/’blokey’ market with ads promoting its tough ‘stubby’ packaging and encouraging playful affection for its brand.

“Our findings reveal that this latter market is especially likely to consume coffee-flavoured milk, possibly due to the ease with which they can get their caffeine fix at a building or other outdoor work site, or on the road. Because it’s not all about the great taste: the caffeine content of these coffee-flavoured milks is also a major part of its appeal.

“In this increasingly competitive market, flavoured milk producers need to understand their target market in depth so they can communicate in a way that inspires and resonates with them.”

For comments or more information about Roy Morgan Research’s data on flavoured milks and/or coffee, please contact:

Angela Smith, Group Account Director – Consumer Products
Office: +61 (2) 9021 9101
Angela.Smith@roymorgan.com

Related research findings

View our extensive range of Flavoured Milk Drinker profiles, including Dare drinker profiles, Farmers Union drinker profiles and more. You might also be interested in our Coffee buyer profiles.

These profiles provide a broad understanding of the target market, in terms of their demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

 

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2