As of March 2024, 44 percent of consumers chose not to drink sustainable coffee due to the price. Sustainable coffee did not offer any benefits or added value for 11 percent of consumers surveyed.
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Reasons against drinking sustainable coffee among consumers worldwide in 2024
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Reasons against drinking sustainable coffee among consumers worldwide in 2024
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Only respondents who indicate that they drink sustainable coffee at least once a week were surveyed.
Method of interview
Online survey
Supplementary notes
Respondents surveyed came from Brazil, China, France, Germany, India, Italy, Japan, Mexico, South Korea, Spain, the United Kingdom, and the United States as well as Switzerland. Original survey question was phrased as: "What prevents you from drinking sustainable coffee regularly?"
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Deloitte. (September 25, 2024). Reasons against drinking sustainable coffee among consumers worldwide in 2024 [Graph]. In Statista. Retrieved July 06, 2025, from https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/
Deloitte. "Reasons against drinking sustainable coffee among consumers worldwide in 2024." Chart. September 25, 2024. Statista. Accessed July 06, 2025. https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/
Deloitte. (2024). Reasons against drinking sustainable coffee among consumers worldwide in 2024. Statista. Statista Inc.. Accessed: July 06, 2025. https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/
Deloitte. "Reasons against Drinking Sustainable Coffee among Consumers Worldwide in 2024." Statista, Statista Inc., 25 Sep 2024, https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/
Deloitte, Reasons against drinking sustainable coffee among consumers worldwide in 2024 Statista, https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/ (last visited July 06, 2025)
Reasons against drinking sustainable coffee among consumers worldwide in 2024 [Graph], Deloitte, September 25, 2024. [Online]. Available: https://www.statista.com/statistics/1570077/barriers-to-drinking-sustainable-coffee-worldwide/
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