Coffee Consumption Habits Study (2021)

About the study

This two-part study examines traditionally tea-drinking Turkish society’s turn towards coffee during the pandemic, measuring coffee consumption frequency, preferred types and brands of coffee, coffee chains, and the influence of coffee outlets at fast-food restaurants and petrol stations on brand preferences. It was published in the July–August 2021 issue.

Key findings

• 42.5% of respondents drink 2–5 cups of coffee a day; 58% of coffee lovers are women. Coffee is most often drunk with a spouse, romantic companion or partner (39.2%). Consumption increases with income.
• Turkish coffee is both the most consumed (84%) and the most loved (54.7%) type of coffee; the most highly rated Turkish coffee brand is Kuru Kahveci Mehmet Efendi (64%), followed by Kahve Dünyası (14.5%).
• Starbucks is the leading choice among coffee chains (44.2%), followed by Kahve Dünyası (38.5%); Starbucks also leads in takeaway coffee (59.1%). Six in ten welcome the increase in coffee outlets.
• 64.2% of people drink coffee at fast-food chains, most often Burger King (56.6%) and McDonald’s (56.1%); 62.7% buy coffee from petrol stations, and 49% say a station’s coffee-chain partner would increase how often they visit that station.

Methodology

The study was conducted on 10–15 June 2021 with 600 people through the Eşzamanlı mobile panel, with a reported 95% confidence level and 4% margin of error.