Brits so picky about their coffee they won’t drink beverage made by anyone else – including professionals, study shows
FOUR in 10 (39 per cent) coffee drinkers are so particular about their morning brew they refuse to drink one made by anyone else – even professional baristas.
A study of 2,000 caffeine fans found they are typically specific about the temperature (39 per cent), type of milk used (33 per cent) and the cup it’s served in (31 per cent).
And while 36 per cent are particular about the type of coffee used – from fine grind to instant granules – 17 per cent go as far as fussing over the type of bean.
Because of this, one in five (19 per cent) have refused to drink beverages others have made for them, even those prepared by baristas in coffee shops.
It also emerged one in 10 (nine per cent) admitted they are a coffee snob.
Despite this, 31 per cent think coffee culture should be less serious and 38 per cent want to be more playful with their drinking habits.
The research was commissioned by OREO, which has recruited etiquette expert and the most particular man in town, William Hanson, as its ‘Creative Director’ of a coffee inspired shoot to launch its new limited edition Vanilla Latte Flavour cookies.
William can be seen in the behind-the-scenes content carefully calculating the correct ratio of crumbs, measuring the height of the cookie, and instructing the photographer to get the perfect shot.
Commenting on the shoot, he said: “As a connoisseur, I know how good coffee should be enjoyed – and there’s no difference to enjoying a coffee-inspired cookie.
“I knew I had to bring the height of sophistication and decorum to the photo shoot – from cookie crumbs to coffee beans, everything had to be paired to perfection.”
The research also found 23 per cent would like to be more experimental with coffee than they currently are.
To make their caffeinated drinks more fun, 30 per cent have or would like to add flavoured syrups, while 26 per cent opt for whipped cream on top.
A fifth are keen to have their usual coffee order as an iced alternative, according to the OnePoll.com data.
When it comes to flavours, 14 per cent feel they’re the first to try a new offering.
With vanilla (26 per cent), chocolate (25 per cent) and salted caramel (23 per cent) the most popular.
Becky Latcham at OREO UK said: “Coffee culture in the UK can often be very serious, with consumers having a preference over everything from the type of milk to the type of bean.
“We wanted to bring a touch of playfulness to the coffee break with our new limited-edition flavour.
“With vanilla topping the list of Brits’ favourite coffee flavour pairings, we knew it would delight cookie and coffee fans alike.”