ABSTRACT
on consumption of soluble, natural in coffee beans and
natural ground coffee in Tashkent
The present abstract presents the major results of the marketing research on coffee consumption held in October-November 2000 carried out by “Favorit-Inform” Ltd. (IMC “Tashkent-Moscow”) for the company "AZIMUT”.
In total 430 respondents over 16 year age participated in the research (52,6% of women and 47,4% of men).
Sample covered 10 administrative districts of Tashkent city.
The following results were obtained:
In general in Tashkent the number of 16+ age range coffee drinkers amounts to 69,3% or 1 033 352 persons.
The number of persons who do not drink coffee amounts to 30,7% (out of the amount of urban population) or 457 776 persons over 16 year old.
62,3% (929 420 persons) drink soluble coffee. The average daily consumption rate of soluble coffee amounts to 3,2 gr. per capita. Average monthly consumption rate is about 89,2 tn. in Tashkent.
6,9% (104 081 persons) drink natural coffee: 4,9% (72 857 persons) prefer coffee personally prepared from coffee beans, whereas 2,1% (31 244 persons) prefer ground coffee.
The average daily consumption rate of natural coffee constitutes 3,4 gr. per capita. Average monthly consumption rate amounts to 11,2 tn. in Tashkent.
The average daily consumption rate of coffee beans amounts to 3,9 gr. per capita. Average monthly coffee beans consumption rate amounts to 8,5 tn. in Tashkent.
The average daily consumption rate of ground coffee amounts to 3,9 gr. per capita. Average monthly ground coffee consumption rate amounts to 2,7 tn. in Tashkent. In general 2,1% (31 244 persons) drink ground coffee (see Appendices 1, 2 and 3).
When comparing quantitative characteristics of soluble, ground coffee and in coffee beans it is recommended to take into account the differences in preparation ways. Usually for 1 coffee cup it is required in average 1,8-2,5 gr. of soluble coffee and 3,6-5,0 gr. of grain coffee, as well as much more of coffee in beans. It is necessary to remember that there are taste preferences as to coffee strength and mixture, that make impossible to express in figure. Nevertheless, the above mentioned consumption rates allow to make conclusions on potential market capacity provided that brand preferences as well as the customer loyalty.
Appendix 1
CONSUMPTION of COFFEE
in Tashkent out of total population aged over 16 years
| Number of coffee drinkers | 69,3 % | 1 033 352 persons |
| Number of coffee non drinkers |
30,7 % |
457 776 persons |
Number of soluble coffee drinkers |
62,3% |
929 420 persons |
Total number of natural coffee drinkers |
6,9 % |
104 081 persons |
| Number of coffee in beans drinkers |
4,9 % |
72 857 persons |
Number of ground coffee drinkers |
2,1 % |
31 224 persons |
Number of soluble coffee drink
929 420 persons on average 3,2 gr. a day
Monthly consumption rate in Tashkent amounts to 89,2 tn.
Natural coffee drink
104 081 persons on the average 3,4 gr. a day
Monthly consumption rate in Tashkent amounts to 11,2 tn.
Coffee in beans drink
72 857 persons on average 3,9 gr. a day
Monthly consumption rate in Tashkent amounts to 8,5 tn.
Ground coffee drink
31 224 persons on average 3,9 gr. a day
Monthly consumption rate in Tashkent amounts to 2,7 tn.
Timur Ablaev, IMC "Tashkent - Moscow"
