The Coffee Board, with a view to capturing the fast changing demographics of coffee drinking in the country, is initiating a study ‘Coffee Consumption and Attitude to Coffee Drinking'.
“The board is planning to carry out a detailed market study with a help of reputed market research agency to understand the patterns of domestic consumption and the attitudes towards coffee consumption,” said a senior Coffee Board official.
“The proposed study titled ‘India coffee market study-2011' is mainly to capture the key areas of consumption patterns in both urban and rural India with a deliverables of penetration, volumes consumed, and variety of coffee consumed, share of throat, socio-economic groups, awareness of additives,” he said.
As a step towards this, the board has invited proposals from reputed market research agencies to carry out the study this year.
Through the study, the board is expected to collect information from the instant coffee manufacturers, café chains and their growth pattern, roasters and retail segment.
The study comes in the light of increasing domestic consumption. According to the Coffee Board data, country's coffee production for crop year 2010-11 stood at 302,000 tonnes and provisional domestic consumption for 2010 is estimated at 108,000 tonnes.
The official said: “This year along with other routine market data study, the image of the beverage in the minds of consumers with respect to quality, variety, price, additives, awareness of additives such as chicory, positive and negative associations related to consumption as well as drivers and barriers to coffee consumption is also to be captured.”
The Coffee Board has been conducting such studies since 2001 when it hired Brazilian coffee marketing consultant Carlos Brando to boost domestic consumption and its outcomes have been shaping domestic strategies, especially in non-coffee market areas.