For Poles, coffee is more than just a caffeinated beverage. Studies show that our coffee preferences reveal our lifestyles, habits and leisure activities. See which group of coffee drinkers you belong to.

There is a reason why coffee ranks fourth in the grocery spending basket of Poles. It is a beverage that brings together generations and is becoming part of daily rituals. A recent survey⃰ of 951 consumers shows that, based on their attitude towards coffee, five distinct segments of coffee lovers can be identified.

Social Gourmets (29%)

This is the largest group among coffee drinkers consisting mainly of women aged 25-34 and 45-54, well-educated and well-off. For them, coffee is an opportunity for conversation, relaxation and savouring the moment. They drink it at home, at work and in coffee shops. Most often they choose coffee beans which they often buy online. They treat instant cappuccino like a dessert, and only occasionally choose the 3-in-1 variety.

The Practicals (25%)

This group primarily includes men over 45 years of age, living in smaller towns and villages. Coffee plays a “multi-task” role for them: it gives them energy, aids digestion, and sometimes accompanies meals. They drink ground coffee most often, and cappuccino only appears on their table on special occasions.

The Ordinaries (20%)

For “The Ordinaries,” coffee is a daily duty, not a pleasure. They are people over the age of 55 who choose the simplest products available in the store. What matters is low price and easy availability of the product. Taste or variety are of secondary importance to them.

Pleasure Hunters (18%)

They are the opposite of “The Ordinaries.” They are educated and active thirty- and forty-year-olds who treat coffee as a way to relax for a while. They enjoy espresso, cappuccino, or 3-in-1 coffees, treating the beverage as part of their daily “self-care.” For them, a cup of coffee is a small luxury, allowing them to take a break in the rush of the day.

Energy Accumulators (8%)

This is the smallest group which includes mainly young men. Coffee is a natural energy drink for them, and the most important things are the strength and caffeine content. They shy away from instant coffee, opting primarily for coffee beans which guarantee them with a quick “boost” of energy.

Coffee in the daily rhythm of Poles

The research also shows when we most often reach for different types of brew. Coffee beans accompany us in the morning to “get going,” but also in the evening – during meetings with relatives, friends or at work, when we want to have a moment to ourselves. Instant cappuccino is a sweet addition to a break during the day, and 3-in-1 coffee is best for travel, business trips or at the office when convenience matters.

Coffee in Poland and in Europe

According to Statistics Poland, an adult Pole drinks, on average, more than 2.5 kg of coffee a year. This is a level close to the European average, although we are still far behind the Scandinavians who drink more than 8-10 kg per person per year. The Italians and the French rely mainly on espresso and coffee beans, while the Poles, similarly to the British, are among the leaders in the consumption of instant coffee.

Coffee as a beverage that brings together generations

Regardless of inflation or changing culinary fashions, coffee remains one of the most universal products. It’s more than just taste – it’s the smell, the ritual of grinding the beans and a special moment to yourself. Whether we drink espresso, cappuccino or 3-in-1 coffee, a cup of coffee still says more about us than many a sociological survey.

“Consumer Behaviour as a Criterion for Segmentation of the Coffee Market in Poland” by prof. dr. hab. Łukasz Wróblewski and dr Sylwia Mokrysz, proxy of Mokate SA.