Professional Documents
Culture Documents
Specialty Coffee
Consumer
Study
Table of Contents
Executive Summary
05 Research Objectives
08 Segmentation
10 Strategic Insights
In-Depth Findings
26 Consumption at Home
A detailed analysis based on the results of a consumer Note: No part of this report may be reproduced or published
survey that was conducted by Marketing General in any form including but not limited to print, photocopy, or
Incorporated (MGI). electronic form without the written permission of the Specialty
Coffee Association, 117 W. 4th St., Suite 300 Santa Ana, CA
92701
sca.coffee 2
Executive Summary
sca.coffee 3
Introduction and
Background
At the Specialty Coffee Association, we have been on a to create a collage depicting what specialty coffee meant to
five-year journey to better understand the specialty coffee them: These collages showed the deep emotional attachment
consumer. The goal has been to gather information that and love people have for their coffee.
will bring us closer to the consumer, helping us improve
In 2013, a follow-up qualitative study further explored specialty
communication and better meet their needs. Relationships
coffee consumers stories, asking participants to write a series of
with individual consumers have developed throughout the
blogs that described their coffee journey. The results showed the
community, but specialty coffee as an industry constantly
specialty coffee drinker is still evolving, revealing generational
asks itself, What do we know about specialty coffee consumers
differences in which younger consumers are beginning to drink
as a group?
coffee much earlier in life.
The journey began in 2011 when a camera crew went out to the
In 2016, the next step in our research journey was to develop a
streets of San Francisco to ask people with coffee cups in hand
quantitative study awd survey a larger number of consumers
questions about what they drink and why. A key question was,
to validate what the preliminary research was telling us. We
What does specialty coffee mean to you?
hired a third-party research firm, Marketing General Inc.
These questions formed the basis of a 2012 qualitative focus- (MGI) to conduct a specialty coffee consumer survey. This
group study in Portland, Oregon and Los Angeles, California. 2016 survey is the first quantitative research on specialty
We wanted to select some coffee drinkers and have a coffee consumers in SCA history. The findings of this survey
conversation with them, learning more about who they were, showed similar results to the qualitative study, but with
their perspectives on specialty coffee, and what they drank. deeper insight.
The results showed specialty coffee drinkers crossed gender,
As our journey continues, we strive to help you get closer to
age, education, and socioeconomic lines. They were generally
the specialty coffee consumer. We invite you to consider these
not price-sensitive, but had difficulty describing what makes
findings a vehicle that will take you deeper into the minds of
specialty coffee better. The focus group participants were asked
specialty coffee drinkers.
sca.coffee 4
2016 Research
Objectives
sca.coffee 5
Methodology
24% 23%
17%
36%
West
Central
South
Male 42% Female 58% Northeast
25%
In addition to other screeners noted throughout the detailed
findings, all respondents were screened to meet the following 20%
criteria:
15%
Percentages within the report are rounded, so percentages 0% 10% 20% 30% 40%
may not add up to 100%. Additionally, for questions that allow
multiple responses, as in check all that apply, totals may not
add to 100%.
sca.coffee 6
Employment Total
Adopter
Super
Retired
Unemployed
Self-Employed/
Independent
Employed part-time
(under 35 hrs)
For the current study, respondents were required to answer Marital Status Total
every question, but not every question was asked of each Adopter
Widow/ed
respondent. As a result, there are some questions that not Super
all respondents answered. The number of respondents Separated/Divorced
Associates degree
Some college
sca.coffee 7
Segmentation
The 2012 focus group study resulted in the further segmentation of specialty coffee drinkers into what came to be known as
Specialty Adopter (Adopter) and Super Specialty (Super) consumers. The criteria and classification were based upon
responses provided to a series of questions. All respondents were screened to ensure that they drink coffee 5-7 days per week,
and respondents could not be employed in the coffee industry.
Behavioral attributes included how often they drink coffee, how much they pay for coffee, the type of coffee they purchase,
and the type of coffee shops they frequent. Each segment was further refined to include attitudinal measures such as how
much they love coffee, and how they describe their coffee experience. Since characteristics were not always clearly defined,
decisions on who was classified into each category were based on which group a respondent most closely related to in
terms of attitude and behavior. Those who were equal on both were classified as Adopters because they didnt show any
characteristics which tipped them into the higher group.
sca.coffee 8
Super Specialty
Consumer Profile
Supers identify as coffee aficionados, and are confident in Supers prefer medium-roasted coffee but are more likely
their knowledge of specialty coffee. They likely developed a than Adopters to drink a dark-roasted coffee. Supers believe
taste for coffee between ages 15 and 18, and almost certainly their tastes have evolved to something more refined, now
by the time they were 21. The majority of Supers are older preferring a smoother and bolder taste. They show interest in
Millennials, ages 26-35, and have a bachelors degree or the secondary attributes of coffee such as coffee origin and
higher. They are more likely to be employed full-time, and fair trade.
generally have a higher income than Adopters.
It must be stated, however, that the aforementioned
At home, Supers drink on average three cups of hot, brewed differences in the two segments are not always so clear-cut.
specialty coffee every day and add cream and sugar. They An individual respondent may exhibit several characteristics
tend to purchase a 12-16-ounce bag of whole beans for $14-$17 of each group, answering some questions as an Adopter and
at a retail coffee shop. Supers take an interest in the method others as a Super. There were very few respondents who
used in making coffee, and are more likely to use a French fit cleanly into either group. As such, it becomes difficult to
press or full immersion to brew their own coffee at home. provide a definitive sketch of a typical Adopter or Super, and
this overlap should always be borne in mind.
Supers typically visit large national coffee shops four days
a week, but are also likely to visit local high end shops that
are focused on quality. They typically spend $4-$7 for a hot
brewed coffee or espresso beverage at the shop.
Like Adopters, Supers largely feel their coffee is equally as
good at home as in the shop, but 26% of Supers did feel
the coffee from a shop was better-tasting because of the
equipment and brew method used.
sca.coffee 9
Strategic Insights
There is opportunity to transition Adopters into the Super Despite their differences on so many other questions,
category. The factors to be taken into consideration when Adopters and Supers both tend to enjoy coffee at the
crafting a path are awareness, education, income, and same times of day.
segment similarities.
Both groups believe that flavor, roast level, and coffee
origin are the three most important factors when
choosing a coffee.
Most Adopters already exhibit some characteristics of
Supers, thus easing their transition to a Super.
sca.coffee 10
In-Depth Findings
sca.coffee 11
Specialty Coffee Drinking
Habits
sca.coffee 12
Love of Coffee Total (n=250)
Adopter (n=84)
Super (n=166)
7 2%
4%
1%
8 6%
12%
3%
9 24%
25%
23%
10 68%
60%
72%
Base:
All respondents.
Adopter (n=84)
Super (n=166)
Adopter (n=84)
Adopter (n=84)
Adopter (n=84)
Home 97%
96%
98%
Base:
All respondents.
Adopter (n=79)
Q: Large national coffee shops are still very popular, with the
majority of all respondents preferring them.
When you visit a coffee shop, what type of shop do you
While Supers prefer a large national coffee shop, their
frequent?
support falls just short of a majority (46%); Supers are
significantly more likely to enjoy local high-end coffee
Base: shops that focus on quality (24% vs. 5%).
Adopter (n=81)
I dont buy 1%
bagged coffee
2%
1%
When you buy coffee for home use, how much do you 47% of Supers spend at least $16 on a bag of coffee
typically pay for a bag of coffee? compared to 24% of Adopters who do.
Base:
Adopter (n=79)
Ground 40%
63%
28%
Adopter (n=79)
$2 to $3 12%
24%
5%
$4 to $5 52%
51%
52%
$6 to $7 25%
20%
27%
Adopter (n=81)
Consumption
Adopter (n=41)
Adopter (n=84)
Super (n=166)
5 6%
11%
3%
6 8%
14%
5%
7 18%
25%
15%
8 28%
24%
30%
9 18%
12%
21%
10 22%
14%
27%
Base:
All respondents.
None of these -- -- --
Base:
All respondents.
sca.coffee 26
Home Coffee Total (n=243)
Adopter (n=81)
consumption at home 27
Types of Coffee Total (n=243)
Adopter (n=81)
Consumption
Other 0%
1%
0%
consumption at home 28
Bag Size Total (n=205)
Adopter (n=64)
Super (n=141)
8 oz. 4%
2%
6%
12 oz. 27%
23%
28%
16 oz. 50%
59%
46%
Don't know 0%
0%
1%
consumption at home 29
Type of Coffee Total (n=243)
Adopter (n=81)
consumption at home 30
Cold Coffee Beverages Total (n=8)
Adopter (n=2)
Nitro coffee 0%
0%
0%
Base:
Those who most often drink cold coffee beverages at home
consumption at home 31
Brew Method at Home
Percolator 9% 4% 12%
Manual Pour-Over
(Chemex, V60, Cone, Beehouse, Kalita, Woodneck) 5% 6% 4%
Aeropress 2% -- 3%
Cold Brew 1% 1% 1%
Vacumm Pot 1% 2% 1%
Other -- -- --
consumption at home 32
Ingredients Added to Hot Total (n=209)
Adopter (n=73)
Base:
Those who most often drink hot brewed coffee at home
consumption at home 33
Ingredients Added to Cold Total (n=8)
Adopter (n=2)
Sugar 25%
50%
17%
Base:
Those who most often drink cold coffee at home
consumption at home 34
Ingredients Added to Total (n=26)
Adopter (n=6)
Sugar 54%
33%
60%
Hot or steamed 46%
cream/milk 33%
50%
Cold cream/milk 38%
50%
35%
Natural sweeteners 35%
(honey, stevia) 33%
35%
Spice (e.g. 23%
Cinnamon, Nutmeg) 50%
15%
Cold milk 19%
alternative (soy, 33%
almond, hemp) 15%
Hot milk alternative 15%
(soy, almond, hemp) 17%
15%
Sweeteners (Sweet 12%
nLow, Equal, 0%
Splenda) 15%
Other 4%
0%
5%
Nothing 5%
0%
5%
Base:
Those who most often drink hot espresso beverages at home
consumption at home 35
Consumption
at the
Coffee Shop
sca.coffee 36
Types of Coffee Total (n=234)
Adopter (n=79)
at Coffee Shop
Ice-blended coffee 9%
beverages (i.e.
Frappucino-type) 15%
5%
Base:
Those who drink coffee at cafes/coffee shops.
Adopter (n=6)
at Coffee Shops
Base:
Those who most often drink cold coffee beverages at cafes/
coffee shops
Adopter (n=41)
Sugar 53%
46%
56%
Cold cream/milk 51%
49%
53%
Hot or steamed 27%
cream/milk 29%
26%
Spice (e.g. 25%
Cinnamon, 32%
Nutmeg) 23%
Natural sweeteners 25%
(honey, stevia) 22%
26%
Hot milk alternative 16%
(soy, almond, 17%
hemp) 15%
Cold milk alternative 15%
(soy, almond, hemp) 15%
15%
Artificial sweeteners 14% Among Supers, Boomers are less
(Sweet n Low, likely to use sugar (32% vs. 56%
17%
Equal, Splenda) for all Suppers)
12%
Nothing 17%
20%
15% *other not shown
Base:
Those who most often drink hot brewed coffee at cafes/
coffee shops.
Adopter (n=6)
Base:
Those who most often drink cold coffee beverages at
cafes/coffee shops.
Adopter (n=20)
sca.coffee 42
Taste of Coffee Total (n=227)
Adopter (n=76)
Adopter (n=15)
Equipment 24%
33%
17%
Adopter (n=25)
Better
Equipment 66%
64%
68%
Base:
Those who think coffee at a coffee shop is better.
sca.coffee 46
Daily Consumption
Habits (Median)
Home (Days/Week) 7 5 7
Home (Cups/Day) 3 3 3
Base:
Among those who drink coffee in specified location.
Adopter (n=84)
Breakfast 93%
87%
96%
Lunch 38%
36%
39%
Dinner 18%
17%
19%
Evening 28%
(after dinner)
31%
27%
Q: Breakfast and the morning hours are the most common times
for drinking coffee.
Please indicate when you typically drink coffee. Check all
that apply. Supers are significantly more likely to drink coffee at
breakfast (96% vs. 87% for Adopters).
Among Supers, Boomers are more likely to drink coffee at
Base:
dinner (28% vs. 19% for all Supers).
All respondents.
Breakfast 1 1 1 1
Morning 1 1 1 1
Lunch 1 1 1 1
Afternoon 1 1 1 1
Dinner 1 1 1 2
Evening 1 1 1 1
Adopter (n=84)
Super (n=166)
Light 7%
7%
7%
Medium 60%
64%
58%
Dark 33%
29%
36%
Base:
All respondents.
Adopter (n=84)
Yes 19%
25%
16%
No 81%
75%
84%
Base:
All respondents.
Adopter (n=21)
Breakfast 32%
24%
38%
Lunch 6%
5%
8%
Dinner 9%
10%
8%
Evening 11%
(after dinner)
19%
4%
Base:
Those who drink decaffeinated beverages.
sca.coffee 53
Age Began Drinking Total (n=250)
Adopter (n=84)
11 or before 11%
12%
10%
12-14 11%
12%
11%
15-18 38%
29%
42%
19-21 26%
31%
23%
22-25 9%
11%
8%
26-30 4%
4%
4%
31-35 1%
2%
1%
36-40 0%
0%
0%
Over age 40 0%
0%
1%
Base:
All respondents.
Adopter (n=84)
Friend 16%
14%
17%
I dont remember 7%
10%
5%
Co-worker 4%
4%
5%
Teacher/Professor 1%
0%
2%
Other 2%
5%
1%
Base:
All respondents.
Adopter (n=84)
Home 56%
58%
55%
Coffee shop/ 12%
caf 15%
10%
Friends 7%
home 8%
6%
Relatives 7%
home 4%
8%
Work 6%
2%
8%
School/ 6%
college 5%
6%
Restaurant 5%
6%
5%
I dont 2%
remember 1%
2%
Other 0%
0%
1%
Base:
All respondents.
Base:
All respondents.
Adopter (n=84)
Yes 68%
67%
68%
No 32%
33%
32%
Base:
Those whose taste preferences have changed.
Adopter (n=56)
Guidence/suggestions 3%
from a barista
2%
4%
Guidence/suggestions 2%
from a friend/relative
4%
2%
Other 2%
0%
3%
Those whose taste preferences have changed. Supers are significantly more interested in learning more
about coffee (29% vs. 13%).
Adopter (n=84)
Base:
All respondents.
Adopter (n=54)
Coffee
Other 3%
6%
2%
Base:
Those who are more likely to investigate new coffees,
origins, flavor experiences on own.
Adopter (n=84)
Super (n=166)
Adopter (n=84)
Super (n=166)
Premium 40%
40%
39%
Gourmet 20%
17%
22%
Specialty 17%
17%
17%
Sophisticated 13%
17%
11%
Epicurean 4%
2%
4%
Cutting edge 3%
4%
3%
Philosophical 2%
2%
1%
Third wave 1%
0%
2%
Other 1%
1%
1%
Base:
All respondents.
Adopter (n=84)
Super (n=166)
consum
ep
er
survey r