On average, Hungarians drink two cups of coffee a day, one of which they surely consume at home

We prefer to drink coffee in the comfort of our own home, but the workplace is also a popular location, and Hungarian consumers choose a café based on the atmosphere and the coffee quality – a joint survey that was conducted by Coca-Cola HBC Hungary, the exclusive distributor of Costa Coffee and Caffè Vergnano, and GKID and involved around 2500 people reveals. The results also show how much we spend on coffee and, when it comes to coffee, how men and women are different drinkers as well as how coffee drinking habits change between age groups.

In-depth knowledge of the Hungarian coffee market is crucial for Coca-Cola HBC Hungary, as the company is the exclusive distributor of Costa Coffee since 2020 and Caffè Vergnano since the beginning of 2022 – that is why, together with GKID (formerly known GKI Digital), they run a survey about coffee consumption habits in Hungary. 

Two cups a day on average

According to the March 2022 survey, 29 percent of regular coffee drinkers consume 1 coffee a day and around 60 percent drink 2-3 cups per day. Among men, twice as many drink three or more daily. Coffee is avoided by half of the 18-24 age group, while barely 19 percent of those aged 60 and over drink no coffee. The 40-49 age group consumes the most coffee, with one in two respondents drinking 2-3 cups a day and 14 percent consuming more than three cups each day. Overall, the research shows that Hungarian coffee drinkers consume an average of 2 cups of coffee a day.

We like to drink it at home

According to the survey, people who drink coffee are almost certain (93%) to consume it at home, but it is also popular to drink coffee at work (54%) or when visiting somebody (33%). It is not surprising that cafés are very popular among the youngest age group, the 18–24-year-olds, with 31 percent of them regularly drinking coffee at these places as it is a meeting point with friends, while only 11 percent of all respondents drink coffee in cafés.

Similar to the survey results conducted by the company last year, around half of the respondents spend a maximum of HUF 3,000 per month on coffee consumption at home, a quarter spend between HUF 3,000 and 5,000 a month and 12 percent spend between HUF 5,000 and 10,000 each month on coffee. Few people, mostly men, spend more on this monthly.

At the beginning of this year, according to the survey by Coca-Cola HBC Hungary and GKID, respondents were willing to pay an average of HUF 796 for a 20-25 dkg packet of coffee. Women are willing to buy a packet of coffee for just HUF 750, while men for HUF 861, but the younger generation can give HUF 870 for it. An interesting fact is that 16 percent of the respondents are willing to pay more for better quality coffee: they are ready to pay more than HUF 1000 for a packet of premium coffee.

Ground coffee still holds its place on the top: half of respondents buy such product. Whole bean coffee and capsule coffee are also popular, with one in three respondents choosing them – it is no coincidence that Costa Coffee and Caffè Vergnano are available in stores in these popular varieties.

Most people have capsule coffee machines at home (35%), but one in three respondents use a moka pot and almost as many use a traditional espresso maker. 

Experience, with coffee at the center

Every second respondent chooses a café based on the atmosphere of the place, while for 40-40 percent it is important to know the place, the offer, the staff – and the quality of the selection. One third of respondents choose a café based on its location.

Aspects vary significantly between different age groups: only 6 percent of respondents consider it important to have WiFi in the café of their choice, but for 43 percent of young people, this aspect is decisive. More than half of the respondents go to a café to meet friends and socialize, this is especially true in the 18-24 age group: 71 percent of them visit a café because of the company. 25–29-year-olds also like to drink coffee in catering establishments, with 74 percent saying they simply like being around people.

Half of the respondents spend less than HUF 3000 per month in cafés, but relatively many, one fifth of domestic coffee drinkers spend between HUF 3000-5000 per month. Coca-Cola HBC Hungary and GKID wanted to know how much money is spent at certain places each month, but also how much people are willing to pay for a good cup of coffee. Respondents are willing to drink a cup of coffee in a café for an average of HUF 1132, the 30-39-year-olds spend more and 18-24-year-olds less on a cup of coffee.

As many people have returned to workplaces from home office, drinking coffee on the go has become important again: men spend an average of HUF 2500 a month and women an average of HUF 2000 each month on that. Drinking coffee on the go is the most popular in Budapest and other big cities, while in smaller towns and villages, coffee drinkers spend much less – it emerged from the survey of Coca-Cola HBC Hungary, the exclusive distributor of Costa Coffee and Caffè Vergnano, carried out jointly with the GKID.

The survey was conducted by GKID Research & Consulting on behalf of Coca-Cola HBC Hungary in March 2022, interviewing 2,424 individuals.