Our Aim

Reusable coffee cups are

trending based on our
interview and survey.

1 Billion Cups
Reusable
Coffee Cups
Trend Report

Le Hoang Dieu Tam

Vachel Dunn
Ana Nielsen-Castro
F
rom Starbucks to local coffee shops, reusable coffee cups
Clare Dahl have always been on the market but the consumption
rate before 2017 was low and is proven based the amount
of 1 billion disposable coffee cups were thrown away each
year. The statistic was concluded and broadcasted by ABC on
an environmental-conscious program called War on Waste.
In Australia, an intense public debate about Australia’s waste
disposal problem had been going on for a while but was not
accelerated until program was broadcasted. (D’mello, 2018)
 As a result, 229 cafes
in Brisbane City
had taken actions to
support the use of Besides the environmental friendly benefit that a reusable coffee
reusable coffee cups by cup offers, there are several other benefits.
offering incentives and
discounts to customers
with reusable coffee
cups.
Enhanced Thermal Spill-Resistant
Reusable plastic cups
Many of the While disposable
are becoming an
reusable coffee cups are
everyday object for
coffee cups are weak in terms
coffee consumers and
designed to keep of material and
there is a rise of demand
our hands from structure, the
for reusable plastic
being burnt by providing reusable ones are tighter and
cups based on a survey
rubber grips while drinks spill-resistant.
done by Responsible
remain hotter or cooler.
Cafes, a non-for-profit
organization.

Better Taste Stylish

No traces of The cups come

the polystyrene in different
or any other colors, patterns
materials and messages.
An average of 35 to 36 reusable
tainting Another great
cups was used at coffee shop
the flavour. way for the user to show off
per day in the year 2017. By
Therefore, the drinks will be his/her sense of style.
multiplying the digits with the
true to taste.
amount of coffee shops that
are involved in this program,
46 million coffee cups are
taken away from Australia’s
landfill. (Riga, 2018)
 A coffee shop in
Brisbane CBD
encourages their
customers to join
the war on waste by
purchasing their
reusable coffe cups.

Progression of the Trend

In Australia, reusable coffee cups rose
to popularity in the wake of the ABC’s
documentary titled ‘The War on Waste’.
This brought to light Australia’s highly damaging disposable waste habits,
and sparked a public debate on what the future of waste disposal in Australia These images are
should look like (D’mello, 2018). As well as other single use disposable obtained by the
items such as plastic bags and straws, coffee cups were at the forefront of creators of this report.
the debate. In 2012, the first ever reusable coffee cups were rolled out in
Australia, by a brand named JOCO. Since then, the growth in sales for reusable
coffee cups has been increasingly exponentially, with significant growth in
particular over the last 24 months in Australia (Colegate, 2018). In 2018, the
use of reusable coffee cups continues to increase and does not show signs of
slowing down. Inevitably, it seems that in the years to come, this trend will
turn into a permanent lifestyle change, as Australia and the world slowly
moves towards a more environmentally friendly way of living and consuming.

Consumer
T rend
Theories
There are two main consumer trend theories
that have inspired the reusable coffee cup trend.
The first consumption theory is the concept of
space theory, which addresses the ever-growing
realisation that our rate of consumption is far
greater than the space we have to consume.
This has had the effect of “commodifying
an increasing number of social
interactions and relations” (McDonald &
Wearing, 2013). The reusable coffee cups
trend aligns with the notion of space
as consumers are now varying their
consumption habits in an attempt to
leave a smaller ecological footprint.
Secondly, as we continuously work, as
well as ‘reflex’ on ourselves, the reusable
coffee cup has become a byproduct of
our own desire to enhance ourselves
and the environment in which we live in
(McDonald & Wearing, 2013). The reflexive
project of the self theory is known
as consumption which brings about a
positive change (McDonald & Wearing,
2013). As such, reusable coffee cups
serve as an opportunity to improve one’s
self and the image one publicly portrays.
This leads to an abundance of market
opportunities. Sub group’s particularly
partial to the market of reusable coffee
cups are those who occupy spaces such
as coffee shops. These individuals are
abetting sustainable consumption at the
same time as boosting their image. The
implementation of sustainable coffee
consumption practices allows people
to achieve personal growth, as well as
achieve a sense of gratification in terms
of knowing their ethical consumption
aids in environmental sustainability.
In a political context, efforts from
intergovernmental institutions, such as
the United Nations, increase awareness
of issues that are an affront to the
environment, with the Paris agreement
being particularly influential in the
market of reusable household and dining
items. As a result, continued production
surrounding items concerned with
ethical and sustainable consumption are
abundant, and even encouraged by some
governments. With one such example
being Australia’s establishment of a
federal governmental Department of the
Environment and Energy.
An aspect of reusable coffee cup
ownership, aside from environmental
sustainability that aids and benefits
the consumption around disposable
products, is the incentive of discounted
coffee from numerous coffee retailers.
Presenting a reusable coffee cup
often leads to a discount, which is an
attractive bonus for avid coffee drinking
consumers.
 Qualitative Research
To give further insight into this trend, primary research was undertaken,
and the results will be discussed. Initially 20 survey participants and 6
interviewees were studied in regards to the use of reusable coffee cups. From
the results of this survey, two people never purchased takeaway coffee. It
was considered that their responses may have been indifferent to the use of
takeaway coffee cups. However on closer inspection they did in fact provide
considered responses, so all 26 respondents answers were considered.

Only 3 respondents (13%) had not heard of reusable coffees cups, which
indicates that a large majority of the population have heard of reusable
coffee cups. Of the 26 respondents, 8 (30%) used reusable coffee cups,
which indicates that even though a majority have heard of them, only
a minority are actually using them. The most common reason why the
respondents did not use reusable coffee cups was they said they were
“not avid coffee drinkers”. Convenience was the second highest reason.
The most common answer for why reusable cups were used was to
reducing their environmental footprint.

When asked of their initial thoughts on reusable coffee cups was, the
overwhelming majority (90%) felt positive about them. This indicates that
it could be presumed that the a majority of the population at large would
feel similarly positive about their use.

These same 26 respondents were asked some open-ended questions in

regards to their thoughts on reusable cups and some of the responses
have been summarised into key points including:

“Reusable cups don’t “This trend is “The quality of the

get thrown out and the
quality used is better
than one-use cups”
• The reusable cup is considered inconvenient (ie has to be carried in
attempting to material (in reusable
bag, needs to be washed)
transform how cups) is better than
people buy coffee” one-use cups”
• The discounts available to reusable cup holders was attractive.

- Matt Kramer - Alex Kramer - Kelly Marxsen

• Environmental issues and waste were brought up consistently
 In conclusion, the findings of
this report will serve as a point
of reference for individuals and
organisations who wish to create
and market products that are,
or are associated with, reusable
It was decided to do further qualitative research to provide some further
insight into consumer’s choices regarding reusable coffee cups. A
coffee cups. With an abundance
different group of 10 people were asked to answer with their opinion on 5 of life and opportunity in this
questions. Their responses have been summarised into the following key market, the potential options
points: are many, especially when
• All agreed the reusable cup trend is liked
catering towards aforementioned
demographics, as well as the
• Half of the respondents saw this trend as a resistance act (ie to
above specified subgroups within
change the norm).
those mentioned demographics.
• The main differences in one-use and reusable cups are durability,
price and environmental effect.

• Most respondents believed younger people would be more likely to use

reusable cups

• Most respondents first heard about this trend between a few months
and two years ago. No-one indicated any longer than two years.
References

1) Sternberg, J. (2017). KCB203: Consumption matters: consumer

culture & identity .

2) Danesi, M. (2013). Semiotizing a product into a brand. Social

Semiotics, 23(4), pp.464-476.

3) D’Mello, C. (2018, February 19). Rise of the eco-cup enterprises

as war on waste steps up. Sydney Morning Herald.

4) Ligthart, T. N., & Ansems, A. M. M. (2007). Single use cups

or reusable (coffee) drinking systems: an environmental
comparison. Netherlands Organization for Applied and
Scientific Research, TNO Report, (2006-A), R0246.

5) McDonald, M., & Wearing, S. (2013). Social psychology and

theories of consumer culture (1st ed., pp. 41-49). New York:
Routledge.