Chennai: 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.