Recent data from Square, the technology company that makes commerce and financial services easy and accessible, shows oat milk is the UK’s favourite choice of milk in coffee, accounting for over half (56%) of coffee sales nationwide.
It has officially overtaken cow’s milk as Brits’ preferred option, with traditional milk accounting for just over a third (39%) of coffee sales, while almond and soy milks lag behind accounting for just three and two per cent of total coffee sales.
The research also revealed lattes (28%) have edged out flat whites (27%) as Brits’ favourite coffee, while overall coffee consumption continues to rise with almost two thirds (63%) of the population now coffee drinkers.
While lattes have taken the crown as the nation’s favourite coffee, accounting for almost a third (28%) of all coffee sales in the UK, they were only just ahead of flat whites (27%).
Surprisingly, the perceived hugely popular cappuccinos came in at just under a fifth (18%) of all sales, while americanos count for 15 per cent of the total.
Cortados are the least popular type of coffee in the UK, responsible for just two per cent of sales, behind espressos and mochas at three per cent each.
Square’s research found cold brew coffees are the most expensive type of coffee in the UK, with an average price of £3.79, followed by mochas at £3.71, while espressos were typically the cheapest at around £2.67.
Meanwhile, the UK’s most popular coffee is setting Brits back an average of £3.36 per cup, compared to £3.31 for a flat white and £3.37 for a cappuccino.
“It’s rare to see a consumer base coalesce so quickly around a new product, but that is what we’ve seen with oat milk, which has dominated market share for alternative milk in recent years,” said Ara Kharazian, research and data lead at Square. “What is remarkable is that oat milk can be a fairly costly add-on, but one consumers are clearly willing to pay for. For businesses, this represents a win-win: meeting customer demand for quality while boosting profit margins with more premium offerings.”
Square’s latest research into seasonal drinks found contrary to the cultural trend of pumpkin spice lattes during autumn, it has remained the least popular drink during the colder months since 2019. That being said, drink sales for pumpkin spiced lattes doubled in 2023 compared to 2022, suggesting an increase in consumer demand for seasonal drinks.
