Coffee is one of the most popular beverages in the world, and there are a variety of preferences that exist when it comes to this beloved drink.
When thinking about how to appeal your (online or in-person) coffee shop's target market you'll want to have a good idea of the different preparation methods and products that you can provide.
From the type of bean to the brewing method, there are many ways for consumers to enjoy coffee.
Coffee Preferences
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Type of Bean
There are two main types of coffee beans - Arabica and Robusta.
Arabica beans are generally considered to be of higher quality, with a sweeter and more complex flavor.
Arabica coffee tends to yield tasting notes of fruit, chocolate, and caramel. These beans tend to be very popular with specialty coffee drinkers. Those coffee drinkers value higher quality beans and are willing to pay more for them.
Robusta beans have a harsher flavor and contain more caffeine.
While Arabica has the better reputation, coffee consumers might see the Robusta bean as a more affordable option. Coffee drinkers who are accustomed to drinking mass-produced coffee often prefer Robusta beans because they are less expensive and provide a more familiar flavor.
You might find that Robust is very popular with instant coffee drinkers as well.
Often, coffee beans are sold as a blend of both Arabica and Robusta. A ratio of 60:40 is common, with the majority being Arabica.
The appeal of the blend is that it offers the best of both worlds - the complex flavor of Arabica beans with the bolder flavor and higher caffeine content of Robusta beans.
Also, the blend is often less expensive than 100% Arabica beans.
Brewing Methods
There are a variety of brewing methods that can be used to make coffee. The most common brewing methods are drip, French press, and espresso.
Drip coffee is made by pouring hot water over ground coffee beans that are contained in a filter. The hot water extracts the coffee oils from the beans, and the brewed coffee drips into a pot or carafe.
This is the most common method of brewing coffee in the United States.
French press coffee is made by steeping ground coffee in hot water for a few minutes, and then pressing a plunger down to separate the grounds from the brewed coffee.
The French press produces a full-bodied cup of coffee with more sediment than other brewing methods.
Espresso is made by forcing hot water through tightly packed, finely ground coffee beans.
The coffee that is produced is very concentrated and has a strong flavor.
Of course, Espresso is the base for many popular coffee drinks, such as cappuccinos and lattes.
Most coffee shops brew coffee by the Espresso or Drip Method, but you might find that some shops offer a French press option as well.
Coffee drinkers often have a preferred brewing method, and will seek out coffee shops that offer their preferred method.
Coffee Add-Ins
While some coffee drinkers prefer to drink their coffee black, others enjoy adding milk, cream, sugar, or flavorings to their coffee.
Coffee drinkers who prefer black coffee often appreciate the taste of the coffee bean more than those who add milk or sugar. They might also enjoy the health benefits of black coffee, as it is lower in calories than coffee with add-ins.
Coffee drinkers who add milk, cream, or sugar to their coffee are often looking for a sweeter drink. They might also enjoy the creaminess that milk or cream adds to coffee.
Flavorings, such as syrups, are often added to coffee to create specialty drinks.
Coffee drinkers who enjoy flavorings in their coffee often prefer the sweeter taste that they add.
Some common flavorings include: vanilla, hazelnut, caramel, and pumpkin spice.
Coffee drinkers often have strong preferences when it comes to the add-ins they enjoy in their coffee.
When ordering coffee, be sure to specify whether you would like your coffee black or with add-ins, and if you would like any flavorings.
Roast Level
Coffee beans can be roasted to a variety of levels, from light to dark. The roast level that coffee beans are roasted to can impact the flavor of the coffee.
Many coffee brands will specialize in specific roasts although most coffee shops will typically offer coffee roasted at a variety of levels to accomodate different tastes.
Light Roast
Light roast coffee is coffee that has been roasted for a shorter amount of time than dark roast coffee. Light roast coffee typically has a lighter body and a higher acidity than dark roast coffee.
Light roast coffee is often described as having floral or fruity flavors.
Medium Roast
Medium roast coffee is coffee that has been roasted for a longer amount of time than light roast coffee, but for a shorter amount of time than dark roast coffee.
Medium roast coffee typically has a balance of acidity and body, and is often described as having chocolate or caramel flavors.
Dark Roast
Dark roast coffee is coffee that has been roasted for a longer amount of time than medium roast coffee.
Dark roast coffee typically has a lower acidity and a fuller body than light roast coffee.
Dark roast coffee is often described as having smoky or woody flavors.
Many consumers will seek our light roast coffees when they value flavor over caffeine content, and vice versa for dark roast coffees.
Having said that, dark roast coffee is a preference for more reasons than just the caffeine content.
For instance many find that the chocolate and caramel undertones of a dark roast coffee are more pronounced and enjoyable than with lighter roasts.
Also, light roast coffee is somewhat controversial. Because the beans are roasted for less time, some argue that light roast coffees don't fully develop the flavors of the bean.
Blend
In addition to single origin coffees, coffee shops will also offer blends.
A blend is a mix of two or more coffees.
Coffee shops will often create their own blends, which they feel best represent the flavors they are going for.
Some popular coffee blends include:
- Columbian and Brazilian coffees mixed together
- A mix of African coffees
- A mix of coffees from different regions of South America
Consumers who gravitate towards blends often enjoy the complexity of flavors that a blend can offer.
They might also appreciate the consistency that a blend can provide, as the flavor profile of a single origin coffee can change from batch to batch.
Offering coffee's that are blended to heighten the flavor or create a more consistent gustatory experience is a great way to appeal to a wide range of customers.
Favorite Drinks
While some coffee drinkers enjoy trying new drinks, others have a favorite that they always order. Understanding the wealth of drink types available to serve, or those that can be made with the coffee you sell can be very helpful in terms of tailoring your product and presentation.
Common favorite coffee drinks include the following:
Latte
A latte is a coffee drink that is made by adding espresso to milk. The milk is often heated and frothed to create a creamy drink.
Latte drinkers often enjoy the creamy texture and sweetness that milk can add to coffee.
Cortado
A cortado is a coffee drink that is made by adding a small amount of milk to espresso. The ratio of espresso to milk in a cortado is usually 1 to 1.
Cortado drinkers often enjoy the slightly sweet taste that milk can add to espresso, without the drink being too creamy.
Cappuccino
A cappuccino is a coffee drink that is made by adding espresso to milk and then topping it with foam.
Cappuccino drinkers often enjoy the combination of creamy milk and foamy milk in their drink.
Flat White
A flat white is a coffee drink that is made by adding espresso to milk and then steaming the milk until it is smooth.
Flat white drinkers often enjoy the smooth texture of the milk in their drink.
Espresso
Espresso is a coffee drink that is made by forcing hot water through coffee beans that have been ground very fine.
Espresso is often used as the base for other coffee drinks, such as lattes and cappuccinos.
Espresso drinkers often appreciate the bold flavor of espresso.
Americano
An Americano is a coffee drink that is made by adding hot water to espresso. Americano drinkers often enjoy the weaker flavor of espresso that results from adding water.
Macchiato
A macchiato is a coffee drink that is made by adding a small amount of milk to espresso and then topping it with foam.
Macchiato drinkers often enjoy the combination of bold espresso flavor and creamy milk foam.
Mocha
A mocha is a coffee drink that is made by adding chocolate to espresso and then topping it with whipped cream.
Mocha drinkers often enjoy the combination of sweet chocolate and rich espresso flavors.
Types of Coffee Drinkers
There are many different types of coffee drinkers, each with their own specific preferences.
Some common types of coffee drinkers include the following:
- Those who enjoy a light roast coffee with no additives
- Those who prefer a stronger, bolder coffee flavor
- Those who like their coffee sweetened
- Those who enjoy a creamy texture in their coffee
- Those who prefer a foamy texture in their coffee
- Those who like to add milk or cream to their coffee
- Those who prefer their coffee black
- Those who enjoy trying new flavors in their coffee
- Those who like to stick to a classic, tried-and-true flavor
No matter what type of coffee drinker you are catering to, it is important to offer a variety of coffee choices in order to appeal to the widest range of customers.
Other Preferences
Innovations like cold brew coffee mean consumers have more choices than ever when it comes to their coffee.
Other popular coffee choices include the following:
Iced Coffee:
Iced coffee is made by brewing coffee using hot water and then cooling it down. Iced coffee is often served over ice.
Iced coffee drinkers often enjoy the refreshing taste of iced coffee on a hot day.
Cold Brew Coffee:
Cold brew coffee is made by brewing coffee using cold water. Cold brew coffee is often served over ice.
Cold brew coffee drinkers often enjoy the smooth, mellow flavor of cold brew coffee.
Nitro Coffee:
Nitro coffee is made by brewing coffee using nitrogen gas. Nitro coffee is often served from a tap, like beer.
Nitro coffee drinkers often enjoy the creamy, smooth texture of nitro coffee.
Demographics
When it comes to coffee, there are a few different demographics that tend to prefer certain types of coffee.
For example, older adults often prefer a lighter roast coffee, while younger adults tend to prefer a bolder, darker roast.
Women are more likely to add milk or cream to their coffee, while men are more likely to drink their coffee black.
Middle-aged adults are the most likely to add flavored syrups to their coffee, while younger adults are more likely to try new flavors.
When developing your coffee brand or coffee shop remember to keep these demographics in mind in order to better appeal to your target audience. Researching who your target audience is and what market segments they fall into will help you determine what type of coffee to offer.
Summary
People have different preferences for coffee. There are many different types of coffee, each with their own unique flavor profile.
Some common types of coffee include light roast, dark roast, iced coffee, cold brew coffee, and nitro coffee.
Different demographics tend to prefer different types of coffee. For example, younger generations are more likely to prefer cold brew coffee or nitro coffee, while older generations are more likely to prefer iced coffee or light roast coffee.
No matter what type of customer you are catering to, it is important to offer a variety of coffee choices in order to appeal to the widest range of customers.
FAQ
What are some common types of coffee?
Some common types of coffee include light roast, dark roast, iced coffee, cold brew coffee, and nitro coffee.
What is the difference between iced coffee and cold brew coffee?
Iced coffee is made by brewing coffee using hot water and then cooling it down. Iced coffee is often served over ice.
Cold brew coffee is made by brewing coffee using cold water. Cold brew coffee is often served over ice.
What are some common preferences for coffee?
Some common preferences for coffee include a foamy texture, a creamy texture, or a smooth texture.
Who is most likely to add flavored syrups to their coffee?
Middle-aged adults are the most likely to add flavored syrups to their coffee.
Further Information
After reviewing different preferences for coffee drinks and products, we recommend taking a look at our article on Coffee Shop Customer Profiles. Reviewing typical customer profiles for coffee in combination with the preferences listed in this article can help in tailoring your products and marketing to your targeted customer.