Introducing Behind the Beans: Coffee on Campus
Discover how UK students engage with coffee on campus—and what drives their purchasing decisions
Coffee is more than just a beverage for UK students—it’s a daily ritual, a social connector, and a reflection of their values. Our latest insight report, Behind the Beans: Coffee on Campus, explores the evolving coffee culture across UK colleges and universities, revealing what students expect from campus coffee outlets and how operators can meet those expectations.
Conducted by 3Gem for Nestlé Professional® in Spring 2025, the research surveyed 1,000 UK students and 192 campus caterers, uncovering key trends that are shaping the future of coffee on campus.
Coffee Is a Campus Essential
An overwhelming 94% of students regularly buy coffee on campus, with mornings being the most popular time—49% purchase coffee early morning, and 52% mid-morning. Coffee is a staple for students navigating busy schedules, and its availability on campus plays a vital role in their daily routines.
However, rising prices are influencing behaviour. 72% of students have changed their coffee-buying habits due to cost increases, with 42% buying fewer coffees, and 26% switching to cheaper outlets. University students are especially affected, with 75% altering their habits, compared to 67% of college students.
Quality vs. Value: Striking the Right Balance
While price is a concern, students are not willing to compromise on quality. In fact, 58% are willing to pay more for higher-quality coffee, compared to 39% who prioritise affordability. Among college students, 61% rank quality among their top three considerations, versus 54% who prioritise price.
Top attributes students look for in a campus coffee venue include:
- Quality of coffee and beverages – 56%
- Price – 53%
- Location – 37%
- Variety of menu options – 30%
- Customer service & staff friendliness – 28%
Innovation Keeps Students Engaged
Students crave variety and innovation. 96% say a varied menu is important, and 54% enjoy trying new drinks, with 32% having tried a new coffee option in the past month. Only 10% stick to their usual order.
Popular menu variations include:
- Iced coffee – 37%
- Seasonal drinks – 39%
- Blended beverages (e.g. Frappuccino®, milkshakes) – 36%
- Trending flavours and ingredients – 34%
- Specialty hot chocolate – 34%
- Functional coffees (e.g. with protein, collagen) – 28%
Campus caterers agree—68% say menu variation is influential in attracting students. Refreshing the menu seasonally and offering indulgent or alternative beverages can boost engagement and sales.
Sustainability Matters—A Lot
Sustainability is a major factor in student decision-making. Nine in ten students say sustainability influences their coffee purchases, with 24% considering it crucial and 66% deeming it important or somewhat important.
Top sustainability concerns include:
- Environmental impact – 46%
- Sustainable packaging – 42%
- Ethical sourcing – 39%
- Transparency (e.g. sourcing traceability) – 38%
- Supporting local communities – 37%
Students are increasingly aware of greenwashing, so clear, transparent messaging about sourcing and environmental impact is essential. Caterers should consider initiatives like cup recycling, using recycled materials, and promoting circular economy practices.
The Power of Big Brands
Brand recognition plays a huge role in student preferences. 97% of students say branded coffee influences their decision to choose a meal deal, and over half rank Starbucks® and Costa® among their top three favourite brands.
Affordable favourites like NESCAFÉ® (28%), Greggs® (26%), and McDonald’s® (21%) are also gaining traction among budget-conscious students. However, there’s a disconnect between student preferences and what’s offered on campus—only 1% of students favour Change Please®, despite 19% of caterers offering it, and just 12% choose Lavazza®, though 33% of caterers stock it.
To maximise satisfaction and sales, caterers should:
- Offer preferred high street brands like Starbucks® and Costa®
- Include affordable branded options such as NESCAFÉ® and Greggs®
- Avoid relying solely on niche brands with limited student appeal
Practical Strategies for Campus Caterers
Based on the report’s findings, here are actionable strategies for operators:
- Launch value-driven offers – Loyalty cards, bring-your-own-cup discounts, and happy hour deals can attract price-sensitive students.
- Highlight brand stories – Use sustainability and ethical sourcing narratives to justify pricing and build trust.
- Refresh menus regularly – Seasonal drinks and trending flavours keep students engaged.
- Promote sustainability clearly – Transparency is key to winning eco-conscious students.
- Offer mobile ordering – Convenience matters; apps and pre-order options reduce friction.
- Expand accessibility – More kiosks in high-traffic areas reduce wait times and increase sales.
Conclusion
Students are passionate about coffee—but they’re also savvy. They want quality, sustainability, variety, and value. Behind the Beans: Coffee on Campus offers a roadmap for caterers to meet these expectations and create coffee experiences that drive satisfaction and loyalty.