An international research team has found that the context in which coffee is consumed is as important to consumer enjoyment as the beverage itself. A new study, which surveyed nearly 3,000 coffee drinkers across 11 countries, identified specific environmental and habitual factors that consistently influence how much a person enjoys their cup, providing key insights for the specialty coffee industry.
The research, led by Alexandru Ioan Cuza University in Romania, revealed that timing is a significant factor, with enjoyment peaking during morning hours, on Wednesdays, and in the spring season. The study also found a strong preference for unadulterated coffee. Participants reported the highest enjoyment scores for black coffee, with the addition of sugar consistently associated with lower ratings. While milk could increase general liking, it also reduced the likelihood of a consumer giving their coffee a perfect score.
For coffee businesses, the study highlights several actionable points. Consumers showed a distinct preference for ceramic cups over paper or plastic, and takeaway lids were found to significantly reduce enjoyment, likely by restricting aroma. Perhaps most notably, a higher price was correlated with higher enjoyment, suggesting consumers perceive price as an indicator of quality. The researchers concluded that because black coffee was the most appreciated preparation, investment in higher-quality green coffee is justified, as its distinct flavor profile cannot be masked.