Coffee retains crown as staple drink of Filipinos - study

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A Kantar Worldpanel study found that Filipinos are heavy coffee drinkers.

Metro Manila (CNN Philippines) — Coffee remains the "go-to" drink of Filipinos, a recent study by Kantar Worldpanel revealed.

But beside being the staple drink in the country, the study also found that Filipinos shifted from being moderate to heavy coffee drinkers.

Filipinos are buying coffee products close to twice a week — or about 81 times a year — spending an average of P22 per shopping trip.

Heavy coffee buyers, on the other hand, buy close to thrice a week — or 126 times in a year — spending an average of P28 per shopping trip.

Tracking the shopping behavior of 3,000 households across the country from June 2014 to June 2015, Kantar Worldpanel discovered that for every P100 spent on beverages, P30 is allotted for coffee.

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This is an increase from last year's P28.

"Coffee remains to be the go-to beverage of Filipinos for an instant pick-me-up or energy boost," Lourdes Deocareza, New Business Development head of Kantar Worldpanel Philippines, said.

Among coffee varieties, the 3-in-1 mixes drive the growth in sales.

Markets that are driving the sales of coffee mixes are Metro Manila, South Luzon, and Mindanao. The study said that consumers from Metro Manila and Mindanao spend P193 and P110 more on the average, respectively.

According to Kantar Worldpanel, coffee sales grew 10 percent in June 2015, compared to its four percent in the same month last year.

Data from the study showed that the increase of purchases of coffee mixes has been consistent for the past two years and that 93 percent of Filipino homes buy coffee mixes at least once a week.

Buyers were found to be typically Metro Manila- and urban-based and from homes with a relatively older demographic.

"Filipinos' love for coffee is growing stronger by the year. Our data reflects their openness to embrace different formats of coffee products as well. We anticipate this category growth to continue in the coming years," Deocareza explained.