New research on Australian coffee drinkers

Compared to the Australian population (aged 14+), those who purchase instant coffee (not decaf) are more likely to be older, female and of lower socio-economic status.

“The two leading instant coffee (not decaf) brands appear to tap into very different markets,” says Norman Morris, industry communications director at Roy Morgan Research. “Nescafe, with its mass appeal, attracts a customer profile reflective of Australian coffee purchasers, while Moccona with its higher shelf price and premium image has a more affluent and brand aware customer base.”

Source: Roy Morgan Research

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