The Long and Short of Our Love for Coffee

BRISBANE, Australia - April 11, 2018 - PRLog -- Our love affair with coffee has entered the bedroom with most coffee drinkers declaring they would prefer to give up sex for a day than go without their daily dose of caffeine.

A new study by online research firm PureProfile revealed more than 500 Australian coffee drinkers would forsake sex, mobile phones, wine, exercise and their favourite TV shows before they would give up coffee for a day.

It also showed coffee has replaced wine and beer as our favourite beverage of choice when socialising with friends.

Australia's café culture has thrived in the past decade with IbisWorld predicting the nation's coffee industry would be worth $5 billion by 2019-20.

Founder of Australia's largest independently-owned and operated coffee roasters, Dean Merlo, said we  have become more educated and particular about coffee with one in three of us now owning a home coffee or espresso machine.

"This survey showed that most of us spend $5 or less on take away coffee and that the majority of coffee drinkers now primarily consume their coffee at home" he said.

"We have seen this trend grow with Merlo selling more than double the take home beans compared to five years ago."

Mr Merlo said Australians were far more selective about the taste and smell of their coffee and how it was made than when he opened his first espresso bar in Brisbane CBD in 1992.

"Back then, tastes were pretty simple," he said. "Our biggest seller would have been a shot of espresso and these days, take home packs of high quality blends is our biggest seller."

Mr Merlo said widely publicised health benefits to drinking coffee, from preventing liver disease to protecting against Type 2 Diabetes, added to its appeal for many consumers.

The PureProfile survey revealed more than half of us (53.8%) believed coffee was good for our health with taste being the primary reason we drank the brew.

More than 20 per cent conceded they drank coffee for the stimulating effects of caffeine and another 18 per cent said habit drove them to their daily cup of java.

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Contact:  Sequel PR Siobhan Dooley www.sequelpr.com

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