Turkey's coffee report: 70 percent of coffee consumption takes place at home

A new study conducted by home appliance manufacturer Versuni has revealed a striking transformation in coffee consumption habits in Turkey. According to the research results, approximately 70% of coffee consumption in Turkey now takes place at home rather than in cafes. In this new order, where traditional Turkish coffee maintains its throne, homes have effectively turned into third-wave coffee shops (experience centers).

The research reveals that our traditional coffee culture has not disappeared; on the contrary, it has become even richer by merging with new-generation coffee trends.

OUR "EASTERN-STYLE" SOCIAL COFFEE CULTURE IS PRESERVED

According to Versuni's consumer insights report, the bond Turkey has formed with coffee carries much deeper meanings than those in Western countries:

While coffee in the Western world is primarily a functional beverage consumed to start the day feeling refreshed, in Turkey, it is a powerful tool for socialization that spans the entire day.

72% of Turkish consumers associate coffee with specific moods and connotations (this rate is at 61% in the global average).

55% of participants define coffee as a "moment to relieve the day's fatigue."

80% of Turkish people think that "offering a good coffee" to their guests makes them feel special.

EXPECTATION OF "BARISTA" QUALITY COFFEE AT HOME

Changing lifestyle habits and developing coffee technologies have turned homes into professional cafes. Consumer expectations for home-type coffee machines are quite high.

61% of consumers want the coffee they prepare at home to be of the same quality as the coffee served in high-quality cafes outside.

While 69% of participants make taste their top priority in coffee, 55% expect this process to be completed quickly without compromising on flavor.

52% of consumers state that they can change their coffee preference instantly based on their mood at that moment. This makes it necessary for coffee machines used in homes to be much smarter, more practical, and feature richer menus.

News Source: 12punto