Don’t talk to me before I’ve had my coffee: an overused phrase rooted in truth – for Irish consumers, in particular.
A survey last year found that some 62% of Irish consumers drink coffee, with 63% of that group claiming to drink at least two cups a day.
The price of coffee out and about has increased, with the CSO’s price index showing that coffee prices were around 16% higher in March 2024, compared to March 2020.
Nearly three quarters (73%) of Ireland’s coffee drinkers said that they buy no more than two coffees from a cafe each week, so at-home brews are a big market in the cost-of-living squeeze.
The Instant/Ground Coffee market is the 20th-ranking category in the Checkout Top 100 Brands, in association with NIQ.
It fell from the number-19 position, which it held in 2021 and 2022, but it has not slipped below number 24 since it last held that position, in 2018.
Published every August, the Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.
In compiling the report, NIQ Ireland measures the sales performance of over 5,000 brands from over 200 product classes.
The Top Five Instant/Ground Coffee Brands
1. Nescafé
Nescafé is the top Instant/Ground Coffee brand in this category, and number 24 in the overall brand rankings. It moved up from number 26 the previous year, but it is still down on the number-20 position that it held in 2021.
Despite the fluctuations, it remains the only brand on this list to make the Top 100 Brands.
2. Kenco
Kenco retained its spot from the previous year. With a wide offering, Kenco has ensured its longevity by innovating products to accompany trends while maintaining quality in its classic products.
Its Millicano offers an at-home americano, and its Duo collection lets consumers make their favourite drinks without worrying about cafe prices.
3. L’Or
L’Or overtook Tassimo in the 2023 rankings – up from fourth place the previous year. With its luxurious marketing and commitment to diverse and exciting flavour blends, L’Or has stayed consistent in Irish shoppers’ baskets.
4. Tassimo
Tassimo slipped below L’Or in the 2023 rankings. Specialising in coffee pods, Tassimo takes pride in the quality of its coffee and the diversity of its drinks on offer.
With its easy at-home latte, cappuccino, americano and mocha, Tassimo’s wide range has secured it a spot in the top five Instant/Ground Coffee brands.
5. Starbucks
Also holding its spot from 2022 was Starbucks. As Irish consumers are looking to save money on cafe spends, Starbucks’ take-home offering gives consumers the chance to make their favourite drinks at home.
With products such as instant white-mocha coffee or a Frappuccino mix, Irish shoppers are creating that cafe feeling from the comfort of home.
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