Changes in coffee consumption habits

Abstract

After the changes of the political system there were change in the Hungarian economy, social system, life style and consumer’s habits
too. Hungary is a traditional ground-roasted coffee consumer country, but nowadays the role of instant coffee is increasing. It is the
young who try new products first, for example the 3in1, so they are the target group of the innovative products. Companies produce
innovations for them. The Hungarian coffee market is a typical oligopol market and the competition is strong.
Two coffee cultures influence most strongly the Hungarian coffee drinking habits: the Italian coffee culture and the Viennese coffee
culture. The Italian coffee culture uses robusta coffee which is robust, rich in caffeine, but its quality is lower, so is its acid content.
Italian coffee roasting is strong, coffee beans will be darker, and because of this the weakness of this coffee type can be hidden. In the
Italian coffee culture is the typical cappuccino coffee, which is made with milk. The Viennese coffee culture uses arabica coffee which
is lighter, its quality is higher and its caffeine content is lower. Coffee beans are roasted at lower temperature with Viennese coffee
roasting. So coffee beans will be light and this roasting preserves acidtaste which is typical of arabica coffee. Milk and whipped cream
are added to the coffee.
Ground-roasted coffee belongs to classical coffee drinking when we spend time on coffee making and coffee drinking, we enjoy the
relaxation with coffee. Instant coffee belongs to modern life, we can make coffee during some moments, also during travelling. Instant
coffee was developed due to the need for rapidity and commodity. Cappuccino was also developed because people needed rapid coffee.
In case of cappuccino drinking it is not the caffeine that is important, but pampering.
But healthy life is even more important and its effects in the coffee drinking habits are that you can diminish the frequency of coffee
drinking, you can choose coffee without caffeine (decaffeinated coffee) or with diminished caffeine. Coffee with diminished caffeine is
the unique functional innovation on the Hungarian ground-roasted coffee market. You can drink cappuccino or 3in1 too, which are
answers to rapid life.
There are several reasons for the increase of coffee consumption in Hungary. The living standard is increasing, there are product innovations
on the market. Because of the fact that the coffee market is saturated and the competition is strong, coffee companies are not
able to make big price increase and the rise of the price on the world market can reach the Hungarian coffee market later and moderated.
The new life style causes prosperation of coffee houses and also eating in restaurants is increasing. Coffee companies make
intensive advertising in the strong competition.
There are several effects which influence coffee drinking and coffee buying. These factors are the after Stepherd model: the characteristics
of food, personal factors and environmental factors. Physiological effects and observation with organ belong to the characteristics
of food. You can mention here for example the „caffeine dopping” and the sight of the creamy cappuccino, which is appetising.
The importance of seeing and smelling is demonstrated whit the classical psychological test. The coffee in red cup seemed to be
strong and the coffee in brown cup seemed to be very strong for consumers.
Biological, psychological and social-demographic factors belong to the personal factors. Caffeine has different effect on people. To
avoid negative effects it is recommended that we should use milk, whipped cream, biscuit and drink a glass of water. In connection
with psychological effects we have to talk about references group. It is very important to analyse social-demographic factors because
the social situation determines the consumption. The place where we live influences the way of life. Life style is influenced mostly by
age.
Cultural, economical environment and marketing belong to the environmental factors. The living standard belongs to the economical
environment which is lower than in Western Europe. Free time is decreasing, which together with rapid life influences our coffee
drinking habits. The Hungarian coffee market is saturated, competition is strong and these facts effect marketing. Market share can
be increased by product innovations and new segments. Companies try to influence consumer habits with new products, recipes.
The characteristics of food, personal factors and environmental factors effect the process of decision making, which means coffee buying
and coffee drinking. Parts of the decision making process are: the shortage, information collection, valuation and choosing.
Qualitative characteristics, price, wrapping and brand belong to information collection in case of buying coffee in shops. Valuation
means the classification of brands. The last part of this process is the choosing, which means coffee buying.
I carried out qualitative research on the Hungarian coffee market. I analysed the Hungarian coffee drinking habits. I showed the new
tendencies of coffee drinking, the most popular coffee brands and the motivations for coffee drinking. The most important result of
my work is creating of tendency of the habits and the typical characteristics of the Hungarian coffee drinkers.