The Coffee Innovation team at Versuni / Philips wanted to understand the coffee journey both in and out of home to identify areas for product innovation that could enhance the at-home experience in 3 markets: the US, Germany and Netherlands.

Key questions to answer:

• What makes coffee outside the home feel more enjoyable or premium?
• What aspects of coffee rituals do people value most at home?
• Where do current machines fall short in delivering variety and personalisation?

The research uncovered key insights about at-home coffee habits and unmet needs:

• The gold standard: coffee at a specialty barista café is superior in taste and experience, though consumers value the ease and control of making coffee at home.
• At-home challenges: Milk foam and iced drinks are hard to make at home, limiting the café-like experience.
• Desire for personalisation: People enjoy experimenting (syrups, spices, cups, milk types) but want simple tools—not full barista setups.
• What’s missing?  products that enable consumers to enjoy café-style variety at home.