Sales of whole bean coffee and coffee-making equipment have risen at Waitrose and John Lewis as homebound consumers try to replicate their daily trip to cafés to buy lattes and flat whites.
Coffee beans sales at Waitrose have risen by 31% year-on-year, with the biggest increases coming from the larger packs of beans, up to 1kg. Coffee pods for capsule machines have also grown 22%, with the biggest increases seen in Nespresso compatible capsules and more eco-friendly formats such as aluminium or compostable.
At John Lewis, sales of coffee grinders, coffee pots and related accessories are up 24% in comparison to this time last month and sales of coffee machines have increased 30% year-on-year.
Polly Astbury, Waitrose coffee buyer said: “There’s no doubt people are missing their regular coffees from their favourite cafés … they’re also upping their barista game at home.”
Meanwhile, the traditional breakfast appears to be back on the menu after a shift to ‘grab and go’ options in recent years.
Waitrose and John Lewis have seen a marked increase in sales of breakfast related goods and accessories. This includes egg cups, teapots and loose tea, juice glasses and coffee pots. People also appear to be making loaves or rolls for breakfast with bread flour sales at Waitrose jumping 145%.
Nicola Hattersley, Tableware Buyer at John Lewis, commented: “Many of us don’t normally have time for breakfast as we rush to work and school, or have takeaway toast if we’re lucky. One positive from being at home more is enjoying a slower lifestyle and taking the time to eat properly and make mealtimes more of an occasion.”
NAM Implications:
- Given that a cup of Waitrose bean home-brewed coffee can cost 10p a cup… (a 270kg bag @ £2.90 delivering 30 cups)
- …the post-lockdown impact on the hospitality sales (@ £2.80/cup) is painfully obvious.
- Just one of the lessons affecting home-bound super-savvy consumers.
