Coffee and Equipment: Trends and Specifics of the Canadian Market

A study conducted by Édika in collaboration with the Fino Conseil institute.

Completed: September 2023
Presented: November 2023

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Context:

Canadians' coffee consumption habits have evolved in a rapidly expanding market, with coffee lovers becoming increasingly informed and interested in the best options and methods for preparing and enjoying quality coffee.

The democratization of knowledge and the varied offerings are transforming consumers into home baristas, influencing their consumption habits and segmenting the market according to distinct behaviors.

Objectives:

  • Understand the preferences, consumption habits, and purchasing behaviors of Canadian coffee consumers in order to draw a comprehensive picture of the current situation.

  • Position Édika as a reference for coffee knowledge in Quebec/Canada and assert its expert authority, both among consumers (B2C) and retailers/resellers (B2B) and key industry players.

Sample:

  • 2300 respondents in Canada, from different provinces and regions

  • 1500 respondents specifically in Quebec, representing a diversity of demographic profiles

  • A margin of error of only 2%, guaranteeing reliable and accurate results

Study structure:

  • Part 1 - Coffee consumption habits
  • Part 2 - Coffee beverage consumption preferences
  • Part 3 - Criteria for purchasing/choosing coffee
  • Part 4 - Purchasing habits
  • Part 5 - Equipment and accessories

    - Equipment for preparing espresso/espresso-based beverages

    - Equipment for preparing filter coffee and manual infusions

  • Part 6 - History/Evolution of equipment/accessories used

First observation

Criteria for choosing coffee

Coffee is generally purchased at a supermarket (54%) or a big-box store (45%) less than once a month (39%), and in quantities ranging from 500 g to 1 kg (38%).

The acceptable price range for 1 kg of coffee is between $15 and $29.99 (58%).

The main criteria for purchasing coffee are price (73%) and brand (60%).

Second observation

They stand out

Quebecer women are significantly more likely to enjoy espresso-based coffee with milk (48%), cold brew (25%), plant-based beverages in coffee (17%), flavored syrup (6%), and a more funky taste profile (16%).

Third finding

Espresso machine owners

The purchase of an espresso machine is driven by the desire to consume higher quality coffee (45%).

Purchased new (87%) from a big-box store (37%) more than two years ago (67%), espresso machine owners paid between $200 and $1,000 (64%). Furthermore, this price range is considered acceptable for the purchase of a future espresso machine (61%).

For more than half of purchasers, it was their first purchase (58%), and the choice of appliance was a manual (54%) espresso machine.

Quebecers and people in the rest of Canada who own an espresso machine are significantly more likely to buy whole bean coffee.

The main criteria considered when buying an espresso machine:

  • Price (62%)
  • Brand reputation (58%)
  • Ease of use (55%)
  • Ease of maintenance (54%)

Fourth observation

Filter coffee maker or capsule machine owners

Whether it's to make coffee preparation easier (42%) or to replace a broken appliance (26%), filter coffee maker or capsule machine owners consider an appliance with few features (63%).

Purchased new (92%) more than two years ago (66%), filter coffee maker or capsule machine owners paid between $51 and $200 (60%).

The main criteria considered when purchasing this category of appliance:

  • Price (80%)
  • Ease of use (75%)
  • Ease of maintenance (64%)

Filter coffee maker owners in Quebec (45%) and the rest of Canada (48%) are significantly more likely to consider the appliance's capacity at the time of purchase.

Capsule machine owners in Quebec are significantly more likely to consider the brand's reputation (51%) at the time of purchase.

Segments overview