Consumer Behaviors, Motivations, and Perceptions
A Literature Review on the Major Areas of Evidence Coffee is one of the most commonly consumed beverages around the world, but for many years, its effects on health have been disputed within the medical community. In recent decades, modern research has dispelled most of the myths surrounding coffee's effects on health. This work has also provided insightful information about the possible health benefits of coffee consumption.

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Consumer Behaviors, Motivations, and Perceptions
The Specialty Coffee Association of America (SCAA) releases new study on specialty coffee consumer behaviors, motivations, and perceptions. The qualitative study was designed to gain insight from coffee drinkers who tend toward higher price points, drink coffee daily or more, and who self-identify as "coffee-lovers". The goal was to understand more about what constitutes a great cup of coffee among a segment of loyal specialty coffee consumers. A total of six focus groups were conducted in two cities, Portland and Los Angeles. Among the findings, SCAA uncovered key insights about psychological and emotional drivers. Virtually everyone seemed to view great coffee (at least to some extent) as an appealing gateway into an enhanced experience.

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Cleveland Research Group
We have partnered with Cleveland Research Company, an independent research firm specializing in proprietary channel research with a goal to identify trends and inflections that impact the financial performance and outlook across multiple companies and industries.

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Emma Bladyka, SCAA Coffee Science Manager
Coffee is what is known in the food science field as a shelf-stable product, which after roasting does not spoil due to enzymatic or microbial processes. However, in the specialty coffee industry, we are aware of the importance of chemical reactions and physical changes that occur after roasting. Some of these changes are responsible for staling, or a perceptible negative flavor that increases over time, and affects the quality of the brew.

*This review is included in an annual Specialty Coffee Chronicle subscription purchase.

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