Australia may pride itself on having one of the world’s great coffee cultures, but new research suggests the nation’s daily coffee habit is overwhelmingly powered by instant coffee.

In its ‘Australian Consumer Horizon’ report, Vypr surveyed more than 3600 Australians on their food, beverage and shopping behaviours, and uncovered the disconnect between the country’s coffee identity and what is actually happening in kitchens across the country.

Seven in 10 respondents drink coffee daily and approximately one in six (16%) drink it two to three times per week.

But behind the nation’s global reputation for specialty coffee and cafe culture stereotypes, the report finds a far more practical reality: more than half (55%) of the Australians surveyed primarily make their coffee using instant coffee, with Moccona running through most households.

Vypr Chief Revenue Officer Sam Gilding says the findings reveal that while cafe culture may dominate Australia’s public image, cost-of-living pressures and convenience continue to shape what people drink day-to-day.

“There’s a big difference between the coffee Australians aspire to and the coffee most are realistically making before work each morning,” he says.

“People still absolutely value barista-made coffee and quality experiences, but when you’re juggling rising household costs and busy routines, instant coffee remains the format that fits most easily into everyday life.”

Instant coffee’s dominance intensifies with age. Among those aged 65 and over – the second most committed (80%) daily coffee consumers – nearly seven in 10 respondents (69%) use instant coffee as their primary brewing method. Additionally, nearly six in 10 (59%) surveyed 55-64-year-olds – the most committed (91%) daily coffee consumers – also use instant coffee as their primary brewing method.

Formats

While instant coffee remains dominant overall, younger Australians are increasingly driving growth in more premium and experimental coffee formats, including pods, grounds and cold brew products.

Pods are the second most popular method overall at 17%, equal in share to grounds, and peaking among 45-54-year-olds at 28%. The grounds and filter methods that characterise specialty coffee culture are concentrated in the 18-44 age bracket, with grounds reaching their highest uptake among 35-44-year-olds at 27%.

Sustainability

The report also finds that for younger pod users, sustainability credentials are a genuine purchase driver rather than a marginal consideration.

Nearly seven in 10 (69%) surveyed 25-34-year-olds and more than six in 10 (62%) surveyed 18-24-year-olds said they would be more likely to purchase recyclable pods, compared with 48% nationally.