Frank and Honest finds consumers wary of charges
Frank and Honest research finds 92% of Irish consumers have reconsidered purchases due to additional charges
Print28 August 2026
New research commissioned by Frank and Honest has found that 92% of Irish consumers have thought twice before purchasing 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 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 than older generations.
Coffee charges
When it comes to coffee, the research found that consumers are more accepting of paying extra for certain additions, including caramel syrup, larger cups and extra shots.
However, non-dairy milk alternatives appear to be a different matter.
More than one in three consumers (35%) believe non-dairy milk alternatives should cost the same as dairy milk.
Despite this, just 7% of coffee drinkers say they are happy to pay an additional charge for a non-dairy milk alternative.
The research puts the average oat milk surcharge at 40 cent per cup.
When deciding where to buy their coffee, Irish consumers identified great taste (65%) and good value (54%) among the factors that matter most, alongside avoiding unexpected additional charges.
Frank and Honest offers self-serve oat drinks without an additional charge.
Jennifer Whinney, brand manager at Frank and Honest, said: “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.”
Read more: Frank and Honest celebrate €42,000 raised with ‘A Cup of Kindness’ campaign for charity ALONE
© 2026, ShelfLife by Ryan Brennan
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