The Everyday Extra Charges Irish Consumers Would Happily Ban

From baggage fees and booking charges to delivery costs that mysteriously appear between your basket and the checkout, extra charges have become an unavoidable part of everyday life. Irish consumers might not like them, but many have become familiar with the eye-roll-and-pay routine. 

New research commissioned by Frank and Honest has found that 92% of Irish consumers have thought twice before making a purchase because of extra charges. Nearly half (42%) actively avoid businesses that add them, while one in three (31%) would rather look for a cheaper alternative altogether.  

If Ireland could ban one extra charge forever, airline baggage fees would be the first out the departure gate (23%) followed by food delivery charges (17%) and airline seat selection fees (17%).   

The research also suggests younger consumers may be a little more tolerant of everyday extras. Four in ten (40%) 18–24-year-olds say they don't mind additional charges if they're clearly explained, compared with just a quarter (23%) of those aged 55–64, suggesting younger consumers are becoming more accustomed to everyday surcharges versus older generations. 

Get Oat of It 

When it comes to coffee, however, Irish consumers aren't against paying a little extra for the things that make coffee feel like a treat. A caramel syrup? Sure, why not. A larger cup? Ah, go on then. An extra shot? Don't mind if I do. Paying extra for a non-dairy alternative in their coffee? That’s where many draw the line.   

More than one in three consumers (35%) believe non-dairy milk alternatives should cost the same as dairy milk. Despite the collective side-eye directed at oat drink surcharges, the card keeps getting tapped. In fact, just 7% of coffee drinkers say it's an extra cost they're happy to fork out for. 

At an average of 40 cent a cup, the oat surcharge has quietly become one of those everyday extras many consumers simply expect.  There may be an eye roll, a quiet “are you having a laugh?” and another tap of the card, but that doesn’t mean anyone is happy about it.  

What Really Matters  

When deciding where to buy their coffee, Irish consumers are clear about what matters; great taste (65%) good value (54%) and no unexpected extras.  

That's why Frank and Honest self-serve oat drinks are available at no extra cost. Because life's too short for bad brews, bad banter and surprise surcharges. 

At Frank and Honest, that's one less reason to roll your eyes. 

Jennifer Whinney, Brand Manager at Frank and Honest commented on the new research:  

“Nobody enjoys discovering another extra charge at the checkout. While we've become used to paying for everything from baggage fees to booking charges, this research shows that paying more for oat drinks is one extra many people still struggle to get behind. 

At Frank and Honest, the belief is that choosing oat shouldn't feel like an upgrade or a luxury, it should simply be another way to enjoy your coffee. That's why our self-serve oat drinks come at no extra cost. Whether you're team dairy, team oat or somewhere in between, we want people to enjoy great coffee, made the way they like it, without worrying about another surprise extra." 

For more information please visit frankandhonest.ie

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Slán go fóill.