We spend more than five full days a year drinking coffee

At the event, host and moderator Nóra Winkler, clinical psychologist Dr. Kitti Almási, marketing manager of the coffee business of Coca-Cola HBC Hungary, and museum educator Judit Cser highlighted the importance of the coffee experience and the conscious experience of time, while examining from an expert perspective how self-time and coffee are intertwined in everyday life. As part of the program, guests were also able to take part in a special journey through time and taste, completed by the coffee expert’s exclusive recipe. The survey, which was representative of the 16–75-year-old Hungarian population, revealed that 86 percent of Hungarians drink coffee, with seven out of ten drinking it on a daily basis. A coffee break lasts an average of 11–12 minutes, and the vast majority of the 8–9 cups of refreshment per week are prepared at home – this clearly shows that drinking coffee is primarily a home experience, despite the developing coffee house culture. However, the motivations differ: for daily coffee drinkers, it is primarily the usual routine that is important because it starts the day, for weekly coffee drinkers the invigorating effect of the drink dominates, while for occasional drinkers, coffee mostly means time for themselves, quiet and relaxation.

Coffee: precious time The results of the research also highlight that coffee is a special occasion in the midst of a busy everyday life: a short stop in which we can pay attention to ourselves and others. The minutes spent drinking coffee mean different things to all ages, yet they all have in common that they create valuable time. This approach is also represented by the philosophy of Caffè Vergnano Make Time Count: for the more than 140-year-old premium Italian brand, respect for time and uncompromising quality have been core values ​​since 1882. Their slow roasting process also reinforces this: the process allows the full aroma of each coffee bean to unfold.

“The Make Time Count philosophy for us means that we can give real value to time in the moments spent drinking coffee. We believe that these minutes can enrich everyday life with real experiences, and this is exactly the philosophy we want to convey to our consumers”

– emphasized Anita Partali, Marketing Manager of the Coffee Business Unit of Coca-Cola HBC Hungary. Age also affects coffee drinking habits Generational differences can also be observed: a third of those under 30 do not drink coffee at all, while daily coffee drinking is more typical among those over 60. For older people, habit provides security and stability, while for younger people, occasionality and variety are more typical.

“For many, drinking coffee is an essential morning routine, without which the day would not start smoothly. This few-minute ritual, when the coffee is being prepared, of which we can smell, see the steam, feel its taste, warmth and stimulating effect, also helps us not to rush immediately after waking up. Our habits shape our identity, help us manage stress, focus, and create an opportunity to practice conscious presence, which supports the preservation of our mental health”

– said Dr. Kitti Almási, clinical psychologist, at the press conference presenting the results of the research.