A new study commissioned by SharkNinja, found that almost half (49%) of coffee drinkers, prefer to make coffee at home. Cost was a factor cited by 57% of respondents. Moreover, for those who buy coffee on the go, 71% stated that the value for money is average or below average.
Furthermore, the survey uncovered that coffee trends – for example on social media – are increasingly affecting how young people choose their coffee fix, with half (50%) of 18-24 year olds ordering coffee based on the latest social media trends, in comparison to 10% of those aged 45-54.
Tapping into people’s perceptions of coffee choices, almost a quarter of coffee drinkers (23%) agree that they’d be able to pick up someone’s vibe from their coffee choice. In fact, a fifth (20%) of coffee drinkers would say the latte is the most “laid back” coffee choice, with a third (34%) believing that Espressos are the most “hardcore” and only for serious coffee lovers.
Almost a quarter (23%) claim better coffee knowledge would help them be more creative with their coffee choices, whilst only 2% consider themselves an expert when it comes to good coffee. Over a third (36%) of coffee drinkers with non-barista coffee facilities at home also said they would drink more coffee at home if they had a good coffee machine.
James Kitto, SharkNinja Managing Director (UK&I), said: “Our new research highlights the evolving relationship people have with coffee, and how people want to learn more about what’s in their cup, whilst being more creative. We’re excited to offer consumers innovative ways to connect with their coffee, whether at home with the Ninja Luxe Café or at the House of Vibes.”
Ninja is launching it’s first the Ninja House of Vibes Café on April 2 – Ninja’s first café in the UK where guests can find out their unique coffee preferences. In line with the launch, Ninja has also partnered with footballer Thierry Henry for the unique pop-up coffee shop to showcase the versatility of the innovative coffee machine.
Henry said: “Coffee has always been a passion of mine and now with the Ninja Luxe Café, I can take my coffee creations to the next level! Precision and consistency have been at the core of my work ethic throughout my football career, so I really value having a reliable coffee machine such as this one”.
