News

Coffee subscription deliveries perk up

Coffee subscription service deliveries have seen a 105% rise in year on year sales, according to data from Awin.

The data shows that Brits spent more than £500,000 in the last year on coffee subscriptions delivered direct to their door. The increase in subscription sales also coincides with a rise of almost 90% in the average order value, an increase from £18 in 2020 to £34 in 2021.

Speciality coffee roasters offering subscription-based models experienced an exponential increase after pubs, offices and restaurants were closed because of COVID restrictions in 2020.

Subscriptions saw an immediate spike in April 2020, the first full month of the UK lockdown, with sales increasing +115% month-on-month (MoM). Since then, monthly subscriptions have trended far above the pre-pandemic baseline, with sales gathering momentum again in July 2021 with continued MoM growth.

“There’s no doubt the COVID pandemic has had a huge impact on the way coffee is consumed across the UK, with coffee connoisseurs replacing regular trips to cafes and restaurants with speciality roasts delivered directly to their door,” said Lee Metters, retail and travel client partner at Awin.

“As a result, we’ve seen a significant rise in the number of coffee roasters offering subscription-based models to their customers. What’s perhaps more surprising is that direct-to-consumer coffee sales gathered momentum through 2021, despite the return to more normality with hospitality venues reopening.”