A target market is a specific group of people within the larger consumer market that a business has decided to focus on. The main reason businesses target a specific market is because they want to sell their product or service to that group.
In this article we'll discuss the typical target market for coffee and detail what kind of person is most likely to drink coffee on a regular basis. We'll also touch on some of the different ways that people like to consume their coffee.
Coffee drinkers come from all walks of life, but there are some commonalities among them.
Understanding more about the typical coffee drinker will help in marketing your coffee to them.
Who Drinks Coffee?
Coffee drinkers are typically older than 18 and most often between the ages of 24 and 54. They're well-educated, with 38% having a college degree or higher. And they're employed, with nearly 60% working full-time.
There are some regional differences when it comes to coffee drinkers. For example, in the United States, coffee consumption tends to be higher than in the South and Midwest.
Other differences in coffee consumption can be found when we look at things like gender, income bracket, and whether someone lives in an urban or rural area.
There are also differences when it comes to how people like to consume their coffee. Some people prefer to drink it black, while others like to add milk, cream, or sugar. And still others like to drink their coffee iced or cold brew.
When it comes to gender, men and women are equally likely to drink coffee. However, men are more likely to drink it daily while women are more likely to drink it occasionally.
Women tend to prefer lighter roasts and flavored coffees, while men tend to prefer dark roasts.
Both men and women are equally likely to add milk, cream, or sugar to their coffee.
Coffee consumption tends to increase with income. This is likely because higher-income individuals have more disposable income to spend on things like coffee.
However, even lower-income earners are still likely to drink coffee on a regular basis. This is likely because coffee is relatively affordable and can be purchased for just a few dollars per cup.
People tend to be more willing to pay a higher price for coffee when they perceive it to be of higher quality. This is why premium coffees, like Starbucks, are so popular.
Lower income earners tend to prefer instant coffee and cheaper brands, like Folgers.
Urban vs Rural
There are some differences in coffee consumption when we look at urban and rural areas. People who live in cities are more likely to drink coffee than those who live in rural areas.
This is likely because there are more coffee shops and cafes in cities, making it easier for people to get their coffee fix.
People who live in rural areas are more likely to drink instant coffee, while those who live in cities are more likely to drink freshly brewed coffee.
Coffee that sells well in rural areas tends to be less expensive and have a stronger flavor. This is likely because people in rural areas are more likely to be price conscious and prefer a bolder flavor.
Different Types of Coffee Drinkers
There are a few different types of coffee drinkers. Some people drink coffee for the caffeine, while others enjoy the taste and aroma.
Some people like to drink their coffee black, while others prefer to add milk, cream, or sugar. And still others like to drink their coffee iced or cold brew.
Caffeine fiends are those who drink coffee for the caffeine buzz. They're typically looking for a quick pick-me-up and don't really care about the taste of their coffee.
They're usually willing to drink any type of coffee, as long as it has a high caffeine content.
Ideal coffee products for this kind of consumer are:
- Dark roast coffees
- Coffees with a high caffeine content
- Instant coffees
If you're marketing to this type of coffee drinker, you should focus on the caffeine content of your product.
Taste seekers are those who enjoy the flavor and aroma of coffee. They're typically looking for a good cup of coffee that tastes great and smells even better.
They're usually willing to spend a little extra money on coffee beans that are of higher quality.
Ideal coffee products for this kind of consumer are:
- Single origin coffees
- Specialty coffees
- Artisanal coffees
If you're marketing to this type of coffee drinker, you should focus on the flavor and aroma of your product.
Milk lovers are those who enjoy adding milk, cream, or sugar to their coffee. They're typically looking for a cup of coffee that is creamy and sweet.
They're usually willing to spend a little extra money on higher quality milk and cream.
Ideal coffee products for this kind of consumer are:
- Creamy coffees
- Sweetened coffees
- Flavored coffees
If you're marketing to this type of coffee drinker, you should focus on the creaminess and sweetness of your product.
Iced Coffee Drinkers
Iced coffee drinkers are those who enjoy drinking their coffee cold or iced. They're typically looking for a refreshing and cool cup of coffee.
They're usually willing to spend a little extra money on higher quality iced coffees.
Ideal coffee products for this kind of consumer are:
- Iced coffees
- Cold brew coffees
- Nitro cold brews
If you're marketing to this type of coffee drinker, you should focus on the refreshment and coolness of your product.
If you're thinking about selling iced coffee, you'll need to target a different market than those who prefer hot coffee. Iced coffee drinkers tend to be younger and more likely to be female.
How Much Coffee Do People Drink?
Coffee consumption varies greatly from person to person. Some people only drink one cup a day, while others may drink several cups.
The average coffee drinker consumes two cups of coffee per day.
How often people drink coffee also varies greatly. Some people only drink it on occasion, while others may have several cups a day.
Coffee consumption also varies by age, with younger people tending to drink more coffee than older people.
Why Do People Drink Coffee?
People drink coffee for a variety of reasons. Some people drink it for the caffeine, while others enjoy the taste or the aroma.
Research shows that the main selling point for most coffee consumers is taste, followed by aroma.
The reason taste is so important is because coffee is such a complex beverage. It has over 800 different flavor compounds, which is more than wine.
This means that there are endless possibilities when it comes to the taste of coffee. And that's why people who enjoy the taste of coffee are willing to pay a premium for it.
Aroma goes hand in hand with this. The aroma of coffee is created by the flavor compounds that are released when the coffee is brewed.
When it comes to how people like to consume their coffee, there are some differences between men and women. Men are more likely to drink their coffee black, while women are more likely to add milk, cream, or sugar.
Sugar is the most popular add-in for both men and women. Milk is the second most popular, followed by cream.
Of course there's a lot more involved in coffee and coffee preferences range across coffee bean species, roasting levels, and brewing methods.
The most popular way of preparing / brewing coffee is drip coffee, followed by espresso.
Drip coffee is likely the most popular method because it's so easy to make. All you need is a coffee maker and some coffee beans.
Espresso is the second most popular method because it's a bit more complicated to make, but the results are often worth it. Espresso has a higher caffeine content than drip coffee, which is why some people prefer it.
The most popular brewing time for coffee is 3-5 minutes, followed by 1-2 minutes.
3-5 minutes is the most popular because it's just long enough to brew a good cup of coffee. It's also the most common brewing time for drip coffee makers.
1-2 minutes is the second most popular because it's the brewing time for espresso. Espresso is a concentrated form of coffee, so it doesn't need to be brewed for very long.
The most popular grind size for coffee is medium, followed by fine and coarse.
Medium grind is the most popular because it's a happy medium between fine and coarse. It's also the most versatile grind size, as it can be used for both drip coffee and espresso.
Fine grind is less popular because it can be more difficult to make a good cup of coffee with it. It's also more likely to clog up your coffee maker.
Coarse grind is the least popular because it can make a weak and watery cup of coffee. It's also more likely to be used for iced coffees, which are less popular than hot coffees.
Cup / Serving Size
The most popular cup size for coffee is 12oz, followed by 16oz.
12oz is the most popular because it's a happy medium between 8oz and 16oz. It's also the most common size that coffee shops serve.
16oz is less popular because it can be too much coffee for some people. It's also more expensive than 12oz, which is why some people may avoid it.
When it comes to the type of coffee beans people prefer, Arabica beans are the most popular, followed by Robusta beans.
Arabica beans tend to be more expensive, but they also have a higher quality flavor. Robusta beans are less expensive, but they have a harsher flavor.
Generally Arabica coffee beans are favored for their superior flavor, while Robusta beans are favored for their higher caffeine content.
Robusta beans are particularly popular with those who are looking for a strong cup of coffee. The average coffee drinker will typically consume a blend of both Arabica and Robusta beans.
The most popular type of Arabica bean is the Colombian coffee bean. The most popular type of Robusta bean is the Brazilian coffee bean.
When it comes to the type of coffee roast people prefer, light roasts are the most popular, followed by medium roasts.
Dark roasts are generally not as popular, except with those who are looking for a stronger cup of coffee.
The reason light roasts are more popular is because they tend to have a more complex flavor. The longer a coffee bean is roasted, the more the flavor is reduced.
Medium roasts have a balanced flavor, while dark roasts have a more intense flavor.
How Much Are People Willing to Spend on Coffee?
When it comes to how much people are willing to spend on coffee, there is a wide range. Some people are perfectly happy with cheap, mass-produced coffee, while others are willing to pay hundreds of dollars for a single bag of rare coffee beans.
The majority of people fall somewhere in the middle, though. They're willing to spend a few extra dollars on high-quality coffee, but they're not going to break the bank.
According to Statista, in the U.S. the most popular price range for coffee is $5-$10, followed by $10-$20.
$5-$10 is the most popular because it's a good price for high-quality coffee. It's also the price range that most coffee shops fall into.
$10-$20 is less popular because it's more expensive than $5-$10. However, it's still a reasonable price for good coffee.
The Coffee Shop Customer
There are some differences between the target market for consumers who buy coffee online and those who go to coffee shops.
For coffee shop customers, the most popular age group is 25-34, followed by 18-24. The most popular gender for coffee shop customers is male, followed by female.
Coffee Shops tend to appeal most to those who are looking for a social environment. They're also more likely to be frequented by those who live close by.
You also tend to see a wide range of incomes at coffee shops. This is because coffee shop customers tend to be more affluent than those who buy coffee online.
When it comes to education, coffee shop customers are more likely to have some college experience than those who buy coffee online.
Different coffee customer profiles should be evaluated and compared when developing or better understanding a target market.
The Online Coffee Customer
For online coffee customers, the most popular age group is 35-44, followed by 45-54. The most popular gender for online coffee customers is female, followed by male.
Online coffee customers are often looking for convenience and variety. They're also more likely to be located further away from coffee shops.
When it comes to income, online coffee customers tend to fall into the $75,000+ range.
People who buy coffee online are more likely to prioritize quality over price. They're also more likely to have a college degree than those who visit coffee shops.
What Type of Devices Do People Use to Buy Coffee Online?
The most popular type of device used to buy coffee online is a desktop computer, followed by a mobile phone.
Tablets and laptops are less popular, but they're still used by a significant number of people.
How to Market to the Typical Customer
Based on what we know, if you're looking to market coffee to the typical customer, you should focus on light roasted Arabica beans, served in a 12oz cup. The price should be around $5-$10.
It's also important to keep in mind that people's tastes can vary greatly. Some people might prefer dark roast Robusta beans, while others might want a weak and watery cup of coffee. The key is to find what your target market prefers and cater to their needs.
Customer habits are shifting as well. For instance many consumers are now looking for ethically sourced coffee. This means that the beans are sourced from farmers who are paid a fair wage, and the coffee is roasted in an environmentally friendly way.
This is something to keep in mind when marketing coffee to the typical customer. They may be willing to pay a little extra for coffee that is ethically sourced and roasted.
Other examples of shifting consumer trends include the rise of cold brew coffee, and the popularity of alternative milk options like almond milk and oat milk.
Coffee Drinker Trends
There are some trends that are impacting the coffee market.
The first is that people are becoming more interested in health and wellness. This means that they're looking for healthier options, like cold brew coffee and iced coffee.
They're also interested in trying new flavors and experiences. This includes things like nitro cold brew and coffee with CBD.
Finally, people are becoming more interested in sustainability. This means that they're looking for coffee that's ethically sourced and environmentally friendly.
To summarize, the target market for coffee drinkers varies and is dependent on different factors such as cup size, grind, roast, and bean type. The most popular coffee is a medium roast with Arabica beans. The target market is willing to spend a few extra dollars on high-quality coffee, but they're not going to break the bank.
What is the most popular cup size for coffee?
The most popular cup size for coffee is 12oz, followed by 16oz. 12oz is the most popular because it's a happy medium between 8oz and 16oz. It's also the most common size that coffee shops serve.
What type of beans are the most popular?
The most popular type of bean is Arabica, followed by Robusta. Arabica beans tend to be more expensive, but they also have a higher quality flavor. Robusta beans are less expensive, but they have a harsher flavor.
What is the most popular grind?
The most popular grind is a medium grind. A medium grind is versatile and can be used for both drip coffee and espresso. It's also the most common grind that coffee shops use.
What is the most popular roast?
The most popular roast is a medium roast. A medium roast has a balanced flavor and is not too dark or too light. It's also the most common roast that coffee shops use.
We also recommend leveraging your knowledge of your targer coffee consumer through marketing platforms like Facebook, which allow you to target specific audiences.
For more information on how to use Facebook and other Social Media platforms to advertise, check out our Coffee Shop Social Media Strategy article.