Compared to the Australian population (aged 14+), those who purchase instant coffee (not decaf) are more likely to be older, female and of lower socio-economic status.


Brands of Instant Coffee (Not Decaf) Purchased


Source: Roy Morgan Single Source, October 2009 – September 2010, n = 18,941.

Nescafe dominates the market; it was purchased by 24% of Australians (in an average month). Its biggest competitor is Moccona which was purchased by 10% of Australians.

Nescafe purchasers look much like instant coffee buyers in general while, in contrast, Moccona purchasers are more likely to be of higher socio-economic status with higher incomes and education levels than the other smaller brands that have more differentiated purchasers.


Norman Morris, Industry Communications Director at Roy Morgan Research, says:

“The two leading instant coffee (not decaf) brands appear to tap into very different markets, Nescafe, with its mass appeal attracts a customer profile reflective of Australian coffee purchasers, whilst Moccona with its higher shelf price and premium image has a more affluent and brand aware customer base.”

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