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Motives And Preferences For Coffee Consumption


All over the world, people love coffee and consumption is increasing globally. Production, marketing and habits of coffee consumption has changed significantly over time. Once, coffee was a simple commodity that consumers drank out of habit in the morning to wake up. Today, coffee is considered a high-quality, product with various existing preparation methods and individual consumptions styles. According to the International Coffee Organization (ICO), three characteristics of coffee affect consumer attitudes towards coffee: the health effect, the drinking pleasure and the sustainability of the production. The leading future drivers in coffee business lie in the diversification of high-quality coffee beverages (e.g. specialty or ready-to-drink), and of innovative away-from-home consumption styles (Euromonitor, 2018; NCA, 2017).

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