69% of Indian millennials relate to coffee as a companion, according to Lavazza India’s “Brewing Conversations” survey

For Valentine’s Day, Lavazza India ran a week-long survey on how millennials view their cup of coffee – as a companion or a motivator

For Valentine’s Day, Lavazza India ran a week-long survey on how millennials view their cup of coffee – as a companion or a motivator

Chennai, India, 14th February 2020: Lavazza, the Italian brand that is among the world’s leading roasters, concludes its Valentine’s Week project with the release of the results obtained from the survey “Brewing Conversations”, whose aim was to gather insights on whether coffee is a ‘companion’ or a ‘motivator’ for Indian millennials and Gen-Z population. Over 3000 young people from across all major Indian cities responded to this survey.

Some key highlights include:

A MOTIVATOR IN THE MORNINGS

● As a morning beverage, coffee provides the right energy that helps to make conversations throughout the day, thus it acts as a motivator. Nearly 50% of the respondents opt for a cup of coffee as first meal of the day.

A MOTIVATOR & A COMPANION AT WORK

● Coffee is the go-to beverage in a professional environment, whether it is when a person is seeking a job (a massive 94% of the population prefer coffee during an interview), or in a client meeting (50% prefer coffee)

A COMPANION FOR A COMPANION

● Coffee is seen as a beverage to bond – 50% of the respondents prefer to grab a cup of coffee when they catch up with friends after work

SPARKS OVER A CUPPA

● 51% of the respondents would prefer to go on a first date and take a cup of coffee; of which, 70% would go for a Cappuccino

AN EMOTIONAL COMPANION

● When it comes to having a deep conversation with a friend/ mentor for life advice, nearly 50% of the population interviewed would opt for some coffee (hot or cold) in such a situation

● Even amongst those who prefer going to a bar on a social occasion, 50% would pick coffee as their choice of beverage during a one-on-one deep, emotional conversation. Coffee thus can be termed as an ‘emotional companion’.

A MOTIVATOR OR A COMPANION?

● Finally, a significant 69% of respondents consider coffee to be a companion, while only 31% consider it to be a motivator

“The survey ‘Brewing Conversations’ was curated with the intention of understanding whether Indian millennials see coffee as an agent that becomes the reason for a conversation, or a companion, as source of comfort during a conversation. The results show that while coffee is a definite motivator in the mornings or at workplace, an overwhelming 69% have said that they see the beverage as a companion”, commented Rachna Anbumani, Vice-President of Marketing, Lavazza India.

“This reiterates Lavazza’s commitment towards spreading coffee culture and the love for coffee. We would like coffee to become a habit that accompanies people through their most important milestones in life”, she added.

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