We drink coffee to wake up – we drink coffee to stay awake

The most popular type of coffee in Hungary is espresso – a joint research by Costa Coffee and GKI Digital revealed. They asked more than 2,700 people about their daily coffee consumption habits. According to the research, espresso is mostly popular in the morning, and in the afternoon it’s time for lattes – when we have more time to sit down and drink a bigger amount of coffee with milk.

Costa Coffee and GKI Digital asked 2,721 people about their coffee habits in March 2021 – 2,000 of whom consider themselves regular coffee drinkers.

Espresso has the lead

Every second respondent (53%) regularly drinks espresso, the second most popular coffee types are latte (31%) and cappuccino (30%). The simple espresso, considered the most delicious by many, is the most popular among men: 64 percent of them said that they regularly drink their coffee black, while the majority of women prefer to drink coffee with milk.

Research revealed that there are also differences in the age groups: coffee with milk is the most popular in the 18-29 age group, they consume cappuccino (47%) and caffe latte (46%) at a much higher rate than the average 30-31%. Only 8 percent of respondents said they don’t care about coffee types, they drink anything.

The time of day also affects our coffee habits: respondents mostly consume espresso in the morning. 86 percent of them drink one right after waking up, but it is also popular at noon (39%) and in the afternoon (34%). Other milk-free coffee drinks such as doppio, americano or espresso lungo are also popular in the morning. The afternoon is dominated by coffee with milk – this is when respondents consume these drinks in the largest proportion.

Quality or average?

Hungarians traditionally drink coffee functionally, which means that their goal is to wake up in the morning and stay awake after lunch. However, there is also a trend towards experiential coffee among Hungarian consumers, with more and more people preferring quality coffee.

This trend is also supported by results of the research: more than half of the respondents (55%) try to consume quality coffee, but if they really have to, they settle for average drinks. A quarter of respondents say that they drink any coffee – these opinions are especially high among 25–29-year-olds (33%). Choosing “coffee as a lifestyle” is the most common among young consumers. However, 14 percent of respondents prefer not to drink coffee when the menu doesn’t include quality drinks – this is especially true among 50–59-year-olds, as one in every five of them think that.

According to Iván Gávris, Costa Coffee master barista, the quality of an espresso, latte, cappuccino or other coffee drinks depends on the raw material. 


Costa Coffee – which turned 50 this year – could be a great partner for at-home or at-work coffee breaks, regardless of type. But I encourage latte fans to taste black coffee, because a quality drink without any extra ingredients provides a great taste experience too.

Iván Gávris Costa Coffee master barista

Why do we drink coffee?

According to the survey, most people name two reasons for coffee-drinking: 56 percent of respondents drink it because of its popular taste, while the “5-minute boost” for waking up is important to 39 percent of them. The third most popular reason is caffeine content (35%) – which is much more important among young people, as every second person under the age of 30 drinks coffee for this reason.

What can we add to our coffee?

There are countless extra ingredients we can use to flavour our daily coffee: according to the Costa Coffee and GKI Digital research, cold milk (34%), brown sugar (24%), sugar substitutes (23%), white sugar (20%), cream and whipped cream (20%) are the most common. Alternative milks are important coffee ingredients for women, while liquid cream is more popular among men, and young people consume a higher proportion of white sugar than average.

Café or home?

Before COVID, one in every three respondents visited a restaurant to drink coffee few times a month. Third of them had coffee at a café one or more times a week, while 5 percent even had a coffee there every day. When choosing a café, the freshness of the coffee as well as the reliable and steady quality proved to be important for them. Price is not a deciding factor, but survey participants said that they are willing to pay an average of 482 forints for an espresso and 694 forints for latte or cappuccino-type drinks in a café.

GKI Digital’s research, commissioned by Coca-Cola HBC Hungary, was conducted with the participation of 2721 respondents in March 2021.

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