Austria’s coffee culture breaks age barriers
There’s an association of coffee being mainly consumed by older generations, with 39% of coffee drinkers being aged 55 and above. Yet comparatively, younger Austrians also form a notable part of the market, particularly those aged 25-34, (14%) and 18-24 year olds (9%) enjoying coffee as part of their social outings to the On Premise.
Key venues and occasions for coffee consumption
CGA’s REACH identifies restaurants as the most popular venues for coffee, with a prominent 93% of coffee drinkers choosing these food-driven outlets to enjoy their brews. Cafés come in a strong second, with two thirds (66%) of consumers frequenting these establishments, followed by bars and late night bars, where more than a quarter (26%) of consumers still enjoy coffee.
Additionally, coffee consumption is linked to a variety of occasions, with “catching up with friends” and “family gatherings” as the top reasons for ordering coffee when out. Coffee is also favoured during personal celebrations and romantic occasions, adding to its versatility as a beverage choice beyond functional consumption.
These combined insights demonstrate a sustained demand for coffee in social settings. Moreover, they present valuable opportunities for suppliers and operators to refine their coffee offerings to both meet the needs of a diverse consumer base, and to position coffee as a central feature of the social experience in hospitality settings.
Consumer Preferences and Opportunities for Growth
Carmela Asinas, Client Solutions Manager, EMEA reflected: “Austria’s coffee consumption patterns reveal a dynamic audience that really values the experience of drinking coffee socially. These insights offer actionable takeaways for On Premise stakeholders looking to differentiate their offerings. It’s important for venues and brands to understand these consumer preferences in order to maximise engagement and drive sales in a continuously expanding coffee market.”
Click here for the REACH Spotlight Report or contact Carmela Asinas, Client Solutions Manager, EMEA here if you’d like to discuss how CGA by NIQ’s On Premise measurement and consumer insights to support your brand strategies.
