What would people give up for coffee?

Three in four coffee drinkers cannot go a single day without their cup of joe.

According to a new poll of 2,000 coffee-drinking Americans, the average Java enthusiast enjoys two cups per day, needs 21 minutes to finish each cup, and will refuse to pay more than $3 for a regular-sized café brew.

Among those polled, the most popular ways to brew coffee are via drip (19%), espresso (16%), cold brew (14%) and pour-over (13%).

Forty-five percent feel that coffee has become more popular across the nation over the past three years due to coffee-related trends (48%), remote working (47%) and working overtime (45%).

Results also suggest that chocolate (43%), breads (34%), cheeses (31%) and fruits (26%) are the most popular things to pair with coffee.

In fact, chocolate was found to be so closely tied to coffee, 75% of coffee/chocolate pairers said they felt emotionally better when they have the two together and 84% can improve their day with the duo if they can sip/savor their coffee whenever and wherever they choose.

Commissioned by Kinder Bueno and conducted by OnePoll, the study found that for 67% of respondents, how much they enjoy their coffee depends on how much time they have to make it.

If they’re not in a hurry, half of respondents said they like to experiment with different brewing methods — most notably drip (24%), Aeropress (14%), pour over (14%) and cold brew (14%). One percent was also found to drink instant coffee.

Respondents also noted they love enjoying their coffee either at home (33%), while reading (17%) or at a café (16%).

More than half (54%) believe their productivity during the day depends largely on whether or not they were able to enjoy their coffee earlier.

However, six in 10 (61%) said drinking coffee is less enjoyable to them if they’re stressed.

“Chocolate has the power to help you slow down and savor a crispy, creamy, chocolatey moment with your coffee,” said Shalini Stansberry, vice president of marketing, Kinder Snacking. “We’ve all experienced the daily grind when we down a cup of coffee while feeling hurried or rushed. Chocolate and coffee make for the perfect pairing as both are meant to be enjoyed and not treated as fuel to help us get to the next task.”

Respondents said they spend an average of three days per week feeling rushed from one thing to the next three days out of the week. Seventy-one percent said their day feels significantly worse and inconvenient if they have to rush through things they enjoy.

The most inconvenient places to drink coffee, such as while commuting (17%), doing laundry (17%) and while exercising (16%). One in four respondents said they especially find drinking coffee in their car to be inconvenient.

Some respondents even shared anecdotes about where they’ve had to rush their coffee-drinking: airplanes, at doctor appointments, in the bathroom, during a car breakdown, and even in an empty elevator.

Yet 78% said that getting the chance to sip and savor their coffee whenever and wherever they choose would improve their day overall.

In fact, respondents would willingly give up elements of their routine for more time to relax and enjoy their coffee — watching the news (32%), exercising (30%), their morning meditation (30%), hair grooming/styling (28%) and even brushing their teeth (25%).

More than a third (34%) would especially give up checking their emails to make time to relax and enjoy their coffee.

Three-quarters (74%) said they compare having coffee to having time to enjoy their own company, also known as “me time.”

THE BEST PLACES TO ENJOY COFFEE

• At home - 33%
• While reading a book - 17%
• On a balcony/porch/patio - 17%
• While watching the news - 16%   
• At a café - 16%

THE WORST SITUATIONS TO DRINK COFFEE

• While commuting - 17%
• While doing laundry - 17%
• While exercising - 16%
• While cooking - 16%
• While on the phone - 16%

Survey Methodology:

This random double-opt-in survey of 2,000 American coffee drinkers was commissioned by Kinder Bueno between September 2 and September 7, 2022. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).