Survey results Coffee and cycling in Scotland

Survey results Coffee and cycling in Scotland A survey about the coffee, coffee shops and route preferences of people who cycle in Scotland Nov 2015 - Jan 2016

Who's survey is it? Pru Whitwell, blogger & app developer ‘Edinburgh Coffee Lovers’ (http://edinburghcoffeelovers.blogspot.co.uk) ran this survey, supported by fellow coffee enthusiast Professor Chris Oliver University of Edinburgh Physical Activity for Health Research Centre.

Edinburgh Coffee Lovers - App

Enquiries: Please contact Pru Whitwell on [email protected] or 075 9980 9981 for information about this survey What happens to the survey results? We’ll do two things with the data from this survey: 1)

We'll add the independent coffee shops you like to our blog and app so others can find out about them - which also supports local small businesses.

2)

We'll also share the results widely including via our Edinburgh Coffee Lovers blog, Twitter (@edinburghcoffee), Facebook and other media so everyone can find out more about great cycle routes and cyclist-friendly independent coffee shops.

Copyright – Edinburgh Coffee Lovers

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Gender and age of survey participants

32%

67%

1%

• 295 cyclists participated in this online survey that was open between November 2015 and the end of January 2016 • One third of participants were female (32%) and two thirds male (67%), aged from ‘under 20’ through to ‘70-80’ years old with the majority (82%) aged between 31 and 60 years Copyright – Edinburgh Coffee Lovers

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Location of survey participants

The vast majority of respondents live in Edinburgh (44%), followed by East Lothian (9%), Glasgow City (7%), Perth & Kinross (4%), Midlothian (3%), West Lothian (3%), Fife (3%), Borders (3%), Dumfries & Galloway (2%) & Aberdeen City (2%). The remaining 20% of respondents live all over Scotland and 2 cyclists in each of Australia and USA. (2 participants did not choose to say where they live)


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Type of cycling – How often

• Around half of cyclists (52%) do on-road cycling most. • 39% do a combination of one or more of ‘On-road’, ‘Off-road’, ‘Cycle paths’ most • 6% use cycle paths most. • 3% do Off-road cycling most • One person each selected 'commuter' and 'it's my main mode of transport'.

• • • •

65% of people generally ride more than 3 times a week 26% generally ride around once a week 6% generally ride approximately fortnightlyly 2% generally ride each of ‘Around once a month’ and ‘Less than once a month’

Type of cycling – how far in a day

Cyclists who participated in this survey were fairly evenly distributed - in terms of their length of ride in a day: • 12% do 5-10 miles • 16% do 31-40 miles • 17% do 11-20 miles • 14% do 41-50 miles • 20% do 21-30 miles • 9% do 51-60 miles

Type of cycling – how many in a riding group

• • • •

49% of cyclists rode on their own 34% of cyclists rode in groups of 2-4 8% of cyclists rode in groups of more than 6 7% of cyclists rode in groups of 4-6

Coffee & cycling – Favourite style of coffee

The most popular coffee for cyclists in this survey: • Flat white – 25% • Americano – 22% • Latte – 15% • Cappuccino – 13% • Espresso – 13% • Don’t drink coffee – 3%


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General ride length and coffee consumption

Coffee style preference by age group

• Flat whites are the favourite coffee style of cyclists aged 31-50 • Cappuccinos and Americanos are the favourite styles of cyclists over 51 years


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Coffee style preference in main participating locations

• • • •

Flat whites are the favourite coffee style of cyclists who live in Edinburgh, East Lothian, Glasgow City and Perth & Kinross Lattes are the favourite coffee style of cyclists who live in the Borders Americanos are the favourite coffee style of cyclists who live in Fife and Dumfries & Galloway Midlothian cyclists have the most diverse coffee preferences, followed by Aberdeen City


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Coffee style preference by gender

• • • • •

Women (23%) are nearly twice as likely to prefer Latte's than men (12%) Men (16%) are more than twice as likely to prefer espresso than women (7%) Women (18%) are around 50% more likely to prefer Cappuccinos than men (12%) Men (26%) are much more likely to prefer Americanos than women (15%) Flat whites are preferred equally by women and men (26%)


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Choosing a cycle route – relationship with coffee shops 32% of cyclists surveyed always or mostly choose their route based on the location of a coffee shop(s). A further 43% sometimes choose their route based on the location of a coffee shop(s)


On road cyclists (52% of cyclists surveyed) are most likely to plan their route based on the location of a coffee shop (80% Always, Mostly or Sometimes). Combination cyclists (39% of cyclists surveyed) are next most likely (72% Always, Mostly or Sometimes)

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Coffee & cycling – How important is the quality of the coffee?

• Of those who incorporate coffee shops as part of their route, 72% of cyclists surveyed rate the quality of the coffee ‘quite important’ or ‘very important’ when they select a coffee shop as part of their route • 9% of cyclists don’t generally incorporate coffee shop(s) on their route


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Coffee & cycling – How many coffees?

On a normal day, participating cyclists have: • 35% - two cups of coffee • 30 % - one or less cup of coffee • 20% - three cups of coffee • 10% - four cups of coffee • 5% - five or more cups of coffee


On a day that includes a big ride, participating cyclists have: • 40% - two cups of coffee • 35 % - one or less cup of coffee • 21% - three cups of coffee • 3% - four cups of coffee • 1% - five or more cups of coffee

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Coffee & cycling – How many coffees?

The most marked difference in coffee consumption on a ‘normal day’ compared to a ‘big ride day’ is that cyclists who normally have 4 or 5 cups a day, reduce their intake


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Coffee, food & cycling – Quality of coffee – Quality of food

• 22% of cyclists chose their coffee shop stop based only on the quality of the coffee served. • 12% of cyclists chose their coffee shop stop based only on the food. • The majority of cyclists rated both quality of coffee (50%) and quality of food (63%) as ‘Quite important, it has to taste good’


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Cycling and where to stop on rides

The three most important attributes to help participating cyclists decide where to stop on a ride are ‘It’s the right location for a stop’ 77%, ‘They’re friendly and welcoming’ (72%) and ‘I need the loo’ (47%). Followed by ‘I feel comfortable in my bike gear, lycra or whatever’ (41%), ‘I can lock up my bike’ (38%) and ‘They can deal with large groups of cyclists’ (26%) Copyright – Edinburgh Coffee Lovers

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Cycling and coffee – What you look for in a coffee when you’re riding

• • • • •

Cyclists were asked to describe in their own words what they look for in a coffee when they’re riding. This free text has been quantified into themes The three most important coffee attributes that participating cyclists look for when on a ride are “Good quality bean/coffee that’s flavoursome” (34%) – which is a very personal criteria and so hard to objectively clarify. Next most sought after are “Strong” (18%) and “Hot” (9%). 19% of cyclists described their preferred coffee in more specific terms related to a high standard of preparation or sourcing: “Made with skill and care/consistency” (8%), “Not bitter/burnt/lighter roast” (6%) and “Fresh (5%) 3% of cyclists look for “Proper coffee” and 1% “Proper espresso machine” which could be interpreted as “not instant coffee” 2% of cyclists complained about coffee not being hot enough and that the barista should listen to the customers and make it hotter, fashionably hardwork, and “festishised”. These have been themed as “Anti-3rd wave hype”.


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Food & cycling • Cake (39%) is by far the most popular food item sought by cyclists who stop to eat while on a ride. While mostly referred to generically as ‘cake’ some mention was made of carrot cake and brownies. • Scones (13%) were next most popular with common reference to both cheese and plain scones with jam and butter • Soup (11%), Bacon (8%) and Sandwich (7%) were the next most popular food types preferred by cyclists


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Summary of results – Coffee and cycling in Scotland Who took part in the survey • 295 cyclists participated in this online survey that was open between November 2015 and the end of January 2016 • One third of participants were female (32%) and two thirds male (67%), aged from ‘under 20’ through to ‘70-80’ years old with the majority (82%) aged between 31 and 60 years • Not all questions were mandatory so the total number of respondents for different questions varies slightly, as shown in the data provided • The vast majority of respondents live in Edinburgh (44%), followed by East Lothian (9%), Glasgow City (7%), Perth & Kinross (4%), Midlothian (3%), West Lothian (3%), Fife (3%), Borders (3%), Dumfries & Galloway (2%) & Aberdeen City (2%). The remaining 20% of respondents live all over Scotland and 2 cyclists in each of Australia and USA.

The role of coffee & food in choosing cycling routes • 32% of cyclists surveyed always or mostly choose their route based on the location of a coffee shop(s). A further 43% sometimes choose their route based on the location of a coffee shop(s) • On-road cyclists (52% of cyclists surveyed) are most likely to plan their route based on the location of a coffee shop (80% Always, Mostly or Sometimes). • ‘Combination cyclists’ (39% of cyclists surveyed) are next most likely to plan their route based on the location of a coffee shop (72% Always, Mostly or Sometimes). (‘Combination cyclists’ are those who ride a combination of on-road, off-road, cycle paths etc.) • 72% of cyclists surveyed rate the quality of the coffee ‘quite important’ or ‘very important’ when they select a shop as part of their route. 9% of cyclists don’t generally incorporate coffee shop(s) on their route Copyright – Edinburgh Coffee Lovers

• 22% of cyclists chose their coffee shop stop based only on the quality of the coffee served. • 12% of cyclists chose their coffee shop stop based only on the food. • The majority of cyclists rated both quality of coffee (50%) and quality of food (63%) as ‘Quite important, it has to taste good’ • Coffee shops are not part of the route of 9% of cyclists. • Cake (39%) is by far the most popular food item sought by cyclists who stop to eat while on a ride. While mostly referred to generically as ‘cake’ some mention was made of carrot cake and brownies. • Scones (13%) were next most popular with common reference to both cheese and plain scones with jam and butter • Soup (11%), Bacon (8%) and Sandwich (7%) were the next most popular food types preferred by cyclists 21

Who participated Summary of results in–this Coffee survey and cycling in Scotland

(continued)

How many coffees? On a normal day, participating cyclists have: • 35% - two cups of coffee • 30 % - one or less cup of coffee • 20% - three cups of coffee • 10% - four cups of coffee • 5% - five or more cups of coffee

On a day that includes a big ride, participating cyclists have: • 40% - two cups of coffee • 35 % - one or less cup of coffee • 21% - three cups of coffee • 3% - four cups of coffee • 1% - five or more cups of coffee

The most marked difference in coffee consumption on a ‘normal day’ compared to a ‘big ride day’ is that cyclists who normally have 4 or 5 cups a day, reduce their intake

Coffee style preferences • Flat whites are the favourite coffee style of cyclists in this survey: – Flat white – 25% – Americano – 22%, – Latte – 15% – Cappuccino – 13%, Espresso – 13%. • 3% of cyclists in this survey don’t drink coffee • Flat whites are the most popular coffee style with the cyclists aged 31-50. Cappuccinos and Americanos are the most popular styles for cyclists over 51 years • Women (23%) are nearly twice as likely to prefer Latte's than men (12%) • Men (16%) are more than twice as likely to prefer espresso than women (7%) Copyright – Edinburgh Coffee Lovers

• Women (18%) are nearly a third more likely to prefer Cappuccinos than men (12%) • Men (26%) are much more likely to prefer Americanos than women (15%) • Flat whites are preferred equally by women and men (25%) • Flat whites are the favourite coffee style of cyclists who live in Edinburgh, East Lothian, Glasgow City and Perth & Kinross • Lattes are the favourite coffee style of cyclists who live in the Borders • Americanos are the favourite coffee style of cyclists who live in Fife and Dumfries & Galloway • Midlothian cyclists have the most diverse coffee preferences, followed by Aberdeen City

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Summary of results – Coffee and cycling in Scotland

(continued)

Choosing where to stop on a ride • The three most important attributes to help participating cyclists decide where to stop on a ride are: – ‘It’s the right location for a stop’ 77% – ‘They’re friendly and welcoming’ (72%) – ‘I need the loo’ (47%). • Followed by: – ‘I feel comfortable in my bike gear, lycra or whatever’ (41%) – ‘I can lock up my bike’ (38%) – ‘They can deal with large groups of cyclists’ (26%)

What cyclists look for in a coffee on a ride • Cyclists were asked to describe in their own words what they look for in a coffee when they’re riding. This free text has been quantified into themes. • The three most important coffee attributes that participating cyclists look for when on a ride are: • “Good quality bean/coffee that’s flavoursome” (34%) – which is a very personal criteria and so hard to objectively clarify. • “Strong” (18%) • “Hot” (9%). • 19% of cyclists described their preferred coffee in more specific terms related to a high standard of preparation or sourcing: • “Made with skill and care/consistency” (8%) • “Not bitter/burnt/lighter roast” (6%) • “Fresh (5%) • 3% of cyclists look for “Proper coffee” and 1% “Proper espresso machine” which could be interpreted as “not instant coffee” • 2% of cyclists made complaints about coffee and/or baristas not listening to their customers or current coffee ‘fashion’. These have been themed as “Anti-3rd wave hype”. Copyright – Edinburgh Coffee Lovers

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