by webSaver
May 5, 2025
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The survey results indicate that Canadian coffee consumers are highly price-sensitive and motivated by value, with 69% saying coupons or cashback offers are important to their purchasing decisions and 86% stating that these offers often lead them to buy more than planned. Cost is the leading factor influencing coffee format choice (27%), and nearly 79% would consider trying premium brands if a deal is offered.
Furthermore, over half (54%) are very likely to stay loyal to brands that consistently provide coupons and cashback offers. These findings highlight an opportunity for coffee brands to drive both trial and loyalty through targeted coupon and cashback strategies.
Are these results specific to coffee as prices of the commodity hover near all time highs or more reflective of a challenging economy? It’s hard to tell, but what the survey does demonstrate is that Canadians are extremely price and discounts conscious when it comes to making coffee and coffee products buying decisions.
Some highlights about Canadian coffee drinkers attitudes and behaviours towards coffee, coffee products, prices and discounts:
- Ground coffee is the most popular product among Canadian coffee drinkers, selected by 27.08% of respondents, followed by single-serve pods (22.00%) and instant coffee (21.73%).
- Cost per serving and money-saving options were the top factor for 27.15% of respondents, just ahead of flavor and freshness preferences (25.73%) and convenience (25.39%).
- A combined 68.77% of consumers say coupons or cashback offers are either extremely important (42.02%) or very important (26.75%) in their coffee-buying decisions.
- A total of 85.93% of respondents said they have purchased more coffee than planned due to coupons or cashback offers, with 43.10% saying it happens frequently and 42.83% occasionally.
- 78.88% of respondents said a coupon or cashback offer would definitely (45.05%) or possibly (33.83%) encourage them to try a more expensive coffee brand.
- Brand loyalty is highly influenced by opportunities to save money, with 54.05% of consumers saying they are very likely and 32.44% somewhat likely to stay loyal to a brand that regularly offers discounts.
Coffee and Coffee products Survey Results:
(Aggregate All Canada Data below – Results can also be reported by Location, Age, Gender and Language to discern group differences)
1. What types of coffee-related products do you typically purchase? (Please select all that apply)
2. What factors most influence your decision to purchase whole bean or ground coffee versus single-serve pods? (Please select all that apply)
3. When purchasing coffee products, how important are coupons or cashback offers in your decision-making process? (Please select one)
4. Have coupons or cashback offers ever influenced you to purchase a larger quantity of a coffee product than you originally planned? (Please select one)
5. Would a coupon or cashback offer encourage you to try a premium or higher-priced coffee brand that you wouldn’t normally buy? (Please select one) 
6. If a coffee brand regularly offers coupons or cashback, how likely are you to remain loyal to that brand compared to others that do not offer discounts? (Please select one)
Savvy Brand Managers understand the importance of understanding their consumers and what motivates them to purchase specific Brands and products. Conducting surveys and gathering consumer feedback is a simple method to generate insights into consumer preferences.
webSaver Consumer Insights can also provide Brands with extended granular consumer insights by diving deeper into individual reporting categories.
For example, webSaver can provide results by: Location (Province, City, Region), Gender, Age and Language, in addition to deep transactional and behavioural data on dozens of consumption categories. This allows CPG Brand managers to better understand their consumers’ attitudes across various dimensions.
Whatever your market research challenge webSaver can help you get the information you need to build and grow long lasting consumer relationships.
Contact webSaver Market Research Solutions to find out more.
View some recent market research insights from webSaver here.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
