Technomic Ignite Consumer

The reasons why people went to coffeeshops less

Less traffic, less customers: coffee sales in decline.
Imago Images / Levine Roberts
Less traffic, less customers: coffee sales in decline.

45% of American coffee cafe consumers report decreased visitation, market researcher Technomic states. This ist a result of the Technomic Ignite consumer panel. The consumers stated different reasons. 

For their results, Technomic asked a total of 1087 consumers: 746 US coffee cafe consumers who visit at least once every two to three months and 341 coffee cafe consumers who are visiting less often during COVID-19.
Base: 746 coffee cafe consumers who visit at least once every two to three months and 341 coffee cafe consumers who are visiting less often during COVID-19. Source: Technomic Ignite consumer data featuring the 2020 Bakery & Coffee Cafe Consumer Trend Report
Technomic Ignite consumer data
Base: 746 coffee cafe consumers who visit at least once every two to three months and 341 coffee cafe consumers who are visiting less often during COVID-19. Source: Technomic Ignite consumer data featuring the 2020 Bakery & Coffee Cafe Consumer Trend Report

Pre-pandemic visits to cafes were habitual for many consumers who stopped by while running errands or commuting. Shutdowns, stay-at-home orders and remote work have all significantly impacted consumers’ routines, having a disproportionate impact at some cafes. Indeed, the coffee cafe segment went from being one of the fastest-growing menu categories in 2019 to now seeing drastic same-store sales declines and unit closures among top chains.
Those visiting cafes less often note several reasons for decreased patronage, including factors related to health, finances and changes in their day-to-day life. With patronage connected to other factors, like commuting and shopping, the return of these occasions will depend on how the economy and office buildings reopen.

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COVID-19
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