UK coffee trends: consumer preferences and market opportunities

Coffee is one of the most widely consumed beverages in the world: it is estimated that around 2.25 billion cups are drunk every day (Kingsley et al., 2018), and projections indicate that this number will continue to grow. An impressive figure that demonstrates how this beverage has become a truly global phenomenon.

In the United Kingdom, for example, it is estimated that around 98 million cups of coffee are consumed each day (British Coffee Association).

This figure shows how coffee has gained a central role in the daily lives of Britons, increasingly standing alongside traditional tea and creating ever more opportunities for brands in the sector.

Which coffee beverages do the British prefer?

According to our research, based on over 2000 consumer profiles, the three most consumed and popular types of coffee beverages in the UK are “latte” followed by cappuccino and flat white. This suggests that British consumers tend to prefer lower intensities than espresso: the presence of milk, in fact, attenuates the intensity of coffee and balances the flavor with less bitter notes, resulting in a smoother taste that appeals even to those who prefer sweeter, more easy-to-sip drinks.

Differences by gender and age

By analyzing the demographic data, we observed some differences in the approach to coffee based on gender and age. Latte is appreciated across all age groups but is particularly popular among younger people, while cappuccino tends to be preferred by the older generation.
Moreover, in general, women seem to enjoy latte more than men.

But what is the difference between these three beverages?

To simplify, we could outline the sensory expectations for each preparation based on the coffee-to-latte ratio that defines each recipe:

Latte is the sweetest and mildest beverage: 1 part espresso - usually a single shot - served in a large cup (220–250 ml), 3 parts milk, and 1 part finely frothed milk cream, creating a thin and elastic layer on the surface of the cup.

Cappuccino as we know it today - the typical Italian beverage born from the reinterpretation of a historic Viennese recipe - features a more balanced ratio of milk, coffee, and cream (1:1:1). This balance is reflected in a sensory profile characterized by the interplay between coffee and milk in two textures, which together produce aromas reminiscent of caramel, dried fruit, and pastry spices, supported by a pleasant sweet-bitter contrast and a soft, airy, syrupy texture. Its distinguishing feature?? A firmer, thicker, and more voluminous milk foam that crowns the cup (180–200 ml).

Finally, the flat white is the “shortest” choice and loved by those who seek the flavors of espresso. Here we reverse the proportions: 2 parts espresso, a double in a medium cup (150ml), one part milk and a velvety, elastic microfoam to make the texture of a drink sweetened and enriched with milk more silky, but without hiding the fingerprint of the espresso that is its base and main ingredient (Canal Coffee).

Why these preferences?

We investigated the possible reasons behind this choice, analyzing our data and comparing them with those from an interesting study by NESCAFÉ (NESCAFÉ - Great Sensations), which involved more than 2000 people.

This study found that British consumers have a particular preference for sweet taste and its associated sensations. In fact, the dominant and most popular flavors are chocolate, vanilla, and caramel.

Broader taste patterns beyond coffee

In line with this evidence, our research showed an interesting pattern: consumers who prefer milk-based beverages, such as those mentioned above, also tend to show a significant preference for other options, such as milk chocolate or caramel, banana, pineapple juice, and vanilla flavor. This could suggest that coffee choices may reflect broader taste patterns that extend beyond beverages.

As confirmed by preference data collected by Nescafé, Vinhood's consumer characterization and clustering model can help explain the success of espresso milk beverages by integrating the sensory layer into the interpretation of the decision-making path in beverage consumption: it is not only convenience, strong branding, and a sense of belonging to a particular consumption model that influence consumer preferences and purchasing decisions, but also the intrinsic characteristics of the products, the ability of milk to soften and sweeten espresso, and the versatility in preparing other beverages with the addition of spices or syrups, in both hot and cold versions.

Opportunities for brands

For brands, this means concrete opportunities to develop targeted products and offerings, exploiting the variety of aromas (over 1000 sensorially active compounds (Vezzulli et al., 2023)) that coffee can develop by applying different roasting systems and profiles, blending batches of different origins, post-harvest processes, and varieties, to diversify and segment the offering according to the occasions of use (espresso or milk beverages), markets, and target consumers.

Sources

Kingsley, J., O'Brien, J., & Bailey, A. (2018). Coffee consumers in university settings and planetary health. The Lancet Planetary Health, 2(11), e463–e464.
https://www.thelancet.com/action/showPdf?pii=S2542-5196%2818%2930220-1
British Coffee Association - Coffee consumption. https://britishcoffeeassociation.org/coffee-consumption/
Canal Coffee. Flat White vs Cappuccino vs Latte: Key differences. Flat White vs Cappuccino vs Latte: Key Differences | Canal Coffee
NESCAFÉ - Great Sensations. https://www.nescafe.com/gb/coffee-culture/lifestyle/great-sensations
Vezzulli, F., Lambri, M., & Bertuzzi, T. (2023). Volatile Compounds in Green and Roasted Arabica Specialty Coffee: Discrimination of Origins, Post-Harvesting Processes, and Roasting Level. Foods, 12(3), 489.