By Cam Pegg & Peter Luu, DT Data Guys
Coffee is a huge part of Australians' lives – we consume around 2.9kg per capita per year (although we're a long way off being the heaviest coffee drinkers in the world – the citizens of Luxembourg chug their way through 17.2kg per capita per year!). We spend over $750 million per year on retail coffee, which doesn't include at-home coffee, the fastest growing category.
Here at DT/Ogilvy, like a lot of workplaces, we tend to function a bit better after our daily heart-starter. However, unlike a lot of workplaces, we're able to collect data around our coffee consumption habits, thanks to our in-house coffee bar and coffee-ordering app.
So we decided to take a bit of a look at December's numbers to see what we could find.
During December, we averaged around 125 cups a day, with about a third of those being strong (i.e. double shots). Based on an average of 85 shots per kilogram of beans, we used about 1.95kg of beans per day over the 15 working days during the month. Given December was a short month, it's not entirely accurate to extrapolate our yearly usage from that single data point, but by annualising the data it looks like we're using about 3.9kg per person in the DT office annually – we do love our caffeine.
At the risk of reinforcing the stereotype of the latte-swilling agency worker, lattes and flat whites do dominate the landscape, making up well over half of all the coffees we drink:
But we do seem to be (at least somewhat) health-conscious, with the vast majority of us opting to forego the sugar:
Based on anecdotal evidence gleaned from a couple of baristas we know, out in the “real world” the proportion of people who use some form of sweetener is roughly half, so it looks like we're batting a bit below average when it comes to sugar usage.
On the milk front, we tend to favour regular, full cream milk over skinny and soy milks, although they each do represent a pretty significant proportion of the total:
When we look at the combination of coffee and milk types, we see a fairly standard long tail distribution, with the usual suspects making up the majority of our coffees and falling away pretty quickly (and seriously, who drinks skinny hot chocolates anyway?):
And as for when we drink our coffee, there's not much of a variance between the days of the week, although we do perhaps suffer from a bit of Monday-itis and Hump Day Syndrome, with small increases in orders on Mondays and Wednesdays:
Thursday seems to be our quietest day, caffeine-wise... it'd be interesting to do a bit of further analysis to see if that makes Thursdays our most- or least-productive day.
Regardless of the day of the week, the best time of day to order coffee seems to be between 8:40-8:50am to start the day and avoid the rush of people getting to work at 8:30 and 9:00am, while the 10:20-10:30am bracket looks to be the ideal for your mid-morning pick-me-up. And if you don't need your coffee until later in the morning, anytime after 11:00am will keep your wait time to a minimum.
So there you have it. If you're visiting DT, we'd love to shout you a java. Chances are, it will be a regular milk latte, no sugar.