If you’re someone who can’t start the day without that first, perfect cup of coffee — the aroma, the warmth, the quiet promise of competence — you’re in very good company. Whether your ritual is a single-origin pour-over, a flat white crafted by your favourite barista, or a quick pod before the school run, coffee isn’t just a beverage. It’s a moment. A mindset. A non-negotiable.

And that’s exactly why new research from Eighty20 shows you’re still drinking just as much coffee as ever, even though prices have climbed higher than a barista’s foam art. Instant coffee alone has risen more than 40% in three years, yet nearly half of all adults indulge daily.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Andrew Fulton from Eighty20 says “Coffee is the fuel of the modern economy. People adjust. They get used to it.”

And adjust you have. While instant coffee inflation once rivalled the egg crisis of 2023, consumption barely dipped. Instead, spending habits shifted — possibly with a little “entertainment budget” quietly reallocated to better beans. A decision only true coffee devotees will understand.

One of the biggest drivers of premium growth? Pods. Those neat little capsules haven’t converted instant drinkers, but they are stealing share from traditional ground coffee — particularly among the wealthy and the young. Because honestly, who doesn’t appreciate barista-level quality with zero effort?

Listen to the full interview on HOT Business with Jeremy Maggs below:

Meanwhile, retailers are embracing innovation with cold brews, Bootlegger’s canned coffees, and hiker-friendly sachets designed for caffeine on the go. Even Woolworths has upped the game, delivering café-quality brews that impress even the fussiest connoisseur.

Globally, rising demand — particularly from China — suggests prices will continue to outpace inflation. But if you’re someone who plans your morning around that first, blissful cup, chances are you’ll keep sipping anyway.

Some habits are worth the investment.