In recent years, coffee has become more than just a consumed beverage and has become the center of daily life, personal time and social ties. Versuni, which has a deep-rooted expertise in this field with its Philips coffee machines, reveals the great transformation of coffee consumption habits in Turkey with the new research data it shares. The data shows that Turkish consumers go beyond treating coffee as just a need; It proves that it sees itself as a “personalized experience” shaped according to mood, time of day and social environment. According to the research, the most important factor determining consumers' coffee preferences is taste and aroma, while taste expectation is at the center of the coffee experience.
Versuni's consumer insights show that Turkey's connection with coffee differs significantly from other markets in the world. While coffee in Western markets mostly has the function of starting the day; Türkiye is part of the "Eastern-type coffee culture" where coffee spreads throughout the day and contains strong social meanings.
According to the research, 72% of Turkish consumers associate coffee with certain emotions and associations (global average is 61%). Moreover, 80% of Turks state that "offering good coffee makes the guest feel special", while 55% equate coffee with a moment to relieve the tiredness of the day.
In homes in Turkey, a wide range of coffee is now consumed beyond a single cup of coffee. While traditional Turkish coffee is brewed in 53% of the houses; In the same homes, 40% of the time latte, 33% of filter coffee and 31% of cold coffee are prepared. This table shows that traditional coffee culture has not been erased, on the contrary, it has been enriched and layered with new generation coffee habits.
Changing living habits and increasing technological opportunities have transformed homes into experience centers. The fact that approximately 70% of coffee consumption in Turkey takes place at home is the clearest indicator of this change.
Today's consumer is not satisfied with the standards when preparing coffee at home. According to the data, 61% of consumers expect the coffee they prepare at home to be as good as the quality of the coffee they prepare at outside cafes. While 69% prioritize taste in coffee, 55% simultaneously maintain their expectation of speed. The fact that 52% of consumers change their coffee preference according to their mood reveals that home coffee machines should now offer a much more flexible, smart and rich menu.
Stating that the basis of Philips' long journey in the coffee category lies in its ability to read the consumer correctly and blend it with technology, Versuni Türkiye General Manager Esin Karadede evaluates this transformation with the following words:
"Coffee in Turkey means much more than a beverage; it is a carrier of hospitality, socialization, special moments we reserve for ourselves and deep-rooted memories. Our research shows that within the same house lives a rich culture of people drinking filter coffee in the morning, preferring cold coffee or latte in the afternoon, and offering Turkish coffee to their evening guests. As Versuni, we respond to this plural reality with Philips' deep-rooted engineering heritage and 70 years of passion for coffee. Our aim is good and professional coffee." We take great pride in ensuring that our consumers can answer the question 'What kind of coffee do I want today?' with the highest quality in their own kitchens, making the experience accessible, fast and consistent for everyone.
Philips' innovation journey, which started with the first electric coffee grinder in 1956, continued with filter coffee machines in the 1960s, and produced home-type espresso machines in the 1980s, today extends to the future with artificial intelligence-supported smart technologies.
Versuni, which broke the barrier of cleanliness and difficulty in making milk coffee at home, especially with the LatteGo system in 2018, today raises the bar even higher with high-end devices such as Café Aromis. Cafe Aromis' BrewExtract technology, which uses up to 13 grams of freshly ground coffee, its systems that reduce the 12-24 hour cold brew time to less than 5 minutes, and its artificial intelligence-supported barista assistant that learns the taste of its user and completely personalizes the coffee experience, stand out as today's reflections of 70 years of experience.