New data from Pret A Manger shows that coffee remains an essential part of the daily routine for people across the UK, but there are noticeable shifts in consumer preferences.
The Latte continues to dominate as the nation’s favourite Pret coffee order, holding its place firmly at the top of the list for another year. The Flat White follows behind, just overtaking the Cappuccino as the second-most popular choice.
The Flat White isn’t just popular in Edinburgh it has gained significant momentum across the nation, with sales on the rise compared to last year. Data also shows that Brits are getting creative with their drink choices as the Dirty Chai Latte with Oat Milk sees an almost 500% (490%) increase, year on year.
London is possibly the sleepiest city; it is the UK hotspot for people adding an extra shot of Espresso into their drinks. The extra shot is a popular addition all over the country with over six million requests for an extra shot so far in 2024.
In contrast, the cool and rainy British summer has taken its toll on iced coffee sales which have slightly dropped versus last year, as Brits have opted for more warming alternatives.
While the Latte remains the favourite nationwide, different cities have their own unique preferences. Comparing regions across the UK, Edinburgh is crowned the Flat White capital and is more likely to consume this beverage than anywhere else in the country – 17% of coffee orders in Edinburgh are Flat Whites.
Meanwhile, Manchester is all about the pure, bold Black Americano. Birmingham residents love their Cappuccinos, Bristol leads the way with Iced Lattes, while Bradford and Leicester show a unique affection for the Chai Latte.
Despite Bristol being recognised as the UK’s most environmentally friendly city of 2024, it’s Newcastle that takes the crown for sustainability when it comes to coffee. Geordies are the most likely to bring a reusable cup for a 50p discount, followed by customers in Southampton. In contrast, Sheffield ranks lowest for reusable cup use.
In addition to serving millions of cups of coffee each year, Pret is known for its commitment to creating moments of joy for its customers. Through the ‘Joy of Pret’ initiative, team members are encouraged to give away free coffees to brighten a customer’s day. Customers in Cambridge are the most likely to receive this complimentary treat, followed by those in Liverpool, Birmingham, and York.
When it comes to milk options, demand for plant-based options has dropped off with skimmed milk (often called ‘skinny’) taking the prize for the fastest growth in 2024, seeing thousands more orders compared to the previous year.
Further north, Edinburgh leads the country in its consumption of coconut milk, followed closely by Glasgow. These two Scottish cities clearly favour the plant-based option in their coffee orders as compared to other regions.
Aimee Leverett, UK head of coffee at Pret, commented on the trends: “Every Pret Espresso shot is made from organic beans sourced from Peru, Honduras, Ethiopia, and Sumatra – each providing a unique note to our distinct blend, it is always exciting to see our customers enjoying our organic coffee in all different ways and highlights the versatility of our coffee blend. At Pret, we’ve seen incredible growth in our coffee culture since opening our first shop in London in 1986, where we sold around 12 cups of coffee a day. It’s clear that our customers’ tastes are evolving, and we’re proud to offer such high-quality, sustainable coffee!”
Pret research: The UK’s Top Coffee Orders 2024:
| Category | Percentage | |
| 1 | Latte | 37.7 |
| 2 | Flat White | 16.4 |
| 3 | Cappuccino | 16.4 |
| 4 | Black Americano/Black Filter | 11 |
| 5 | White Americano/White Filter | 9.7 |
| 6 | Mocha | 3.6 |
| 7 | Espresso | 3.1 |
| 8 | Macchiato | 2 |
Pret research: The UK’s Top Milks to accompany Coffee Orders 2024:
| Milk Type | Percentage | |
| 1 | Semi | 63.9 |
| 2 | Oat | 17.4 |
| 3 | Skimmed | 9.9 |
| 4 | Soya | 4.6 |
| 5 | Coconut | 4 |
