What Do Coffee Consumers Value in a Cup of Joe?

EMERYVILLE, Calif. — Consumers who consider themselves “coffee connoisseurs” will travel an average of 3 miles for a quality cup of joe, according to a new study from specialty coffee roaster and retailer Peet’s Coffee, Emeryville, Calif.  

The study, which was released to celebrate this year’s National Coffee Day, surveyed more than 2,000 U.S. consumers to understand their taste preferences and coffee drinking habits.

Here are three things consumers value in their coffee …

More than half (52%) of consumers value freshness more than anything when it comes to coffee beans, according to the survey. Freshness outpaced caffeine levels (41%) and taste profile (40%).

Thirty-six percent of consumers said they enjoy coffee flavors from Colombia more than any other region, according to Peet’s. Colombian flavors outpaced those from Brazil (32%), Costa Rica (23%), Ethiopia (17%), Guatemala (12%) and Hawaii (11%).

Eighty-six percent of consumers who identify as “coffee connoisseurs” said they are likely to research if various coffee beans meet environmental and sustainability standards, according to the study. Beyond that, 83% of these consumers said they spend time researching to see if the beans they’ve purchased are grown and sourced ethically.