The global decaffeinated coffee market is booming as consumers are increasingly looking for healthy food products. With the new generation of new and younger coffee drinkers, the decaffeinated coffee market will record growth rates of 7 to 8% per year for at least another five years, a growth that will entail a particularly pronounced increase in the share of decaffeinated brands in special quality coffees. This exclusive article from StiR coffee and tea delves into the perspectives of top industry officials and the latest analysis of the decaffeinated coffee market. However, rising disposable incomes and changes in consumer trends in developing markets are expected to increase demand for decaffeinated coffee.
How do retailers make more money selling decaffeinated coffee? It's simple: by using many of the marketing promotion tactics, tools and techniques to increase sales in the coffee category. In addition, it is important to improve the brewing process and, at the same time, reduce waste. While decaffeinated coffee can be considered a substitute or secondary offering for regular coffee, the benefits of having a high-quality decaffeination program are as important as regular coffee. It may be an interesting idea to study the impact of remote working mode on the purchase and use of domestic coffee machines, as well as to evaluate the behavior of consumers who consume coffee in coffee shops.
The most popular types of coffee were espresso (90.6% of the indications) and cappuccino (84.1%), latte or latte macchiato and frozen coffee (approximately 75%, respectively). Other studies, such as this one, confirm that one of the factors in consumers' purchases are coffee consumption habits and family traditions, which can influence the place of consumption and the type of coffee consumed. In conclusion, Polish consumers do not show clear preferences regarding the choice of coffee and are not yet “specialists” in the field of coffee production, as evidenced by the answers to individual questions, especially with regard to preparation methods. People aged 51 to 65 reported that they consumed coffee once a day much more frequently, and people aged 18 to 25 reported that they consumed coffee once a week or on rare occasions.
The questionnaire consists of two parts, of which the first consists of 14 questions related to coffee consumption and coffee consumption habits. Based on the results, it can be concluded that Polish consumers do not show the characteristics of coffee experts, but are experimenting with coffee. This helps retailers keep up with changing consumer demand for coffee and is another way to add both conventional and decaffeinated offerings to a program to improve overall coffee sales. The growing popularity of home coffee roasters among buyers is also motivating people to opt for unroasted, raw and green decaffeinated coffee beans.
The questions refer to consumer preferences, the decisive factors for the purchase, the frequency of coffee consumption and the method of preparation of coffee infusions. Therefore, the harmful effects of caffeine are forcing people to opt for decaffeinated coffee instead of regular coffee. When selecting the coffee brands available in the market, the respondents in this study chose the typical brands known in the European market (Tchibo, Jacobs, Lavazza, Nescafé, MKCafe and Maxwell House), which is probably related to their greater promotion and advertising, which affects customers, although the respondents did not indicate this factor as decisive for the purchase of coffee. Therefore, the objective of this study is to describe the characteristics of coffee consumers and to present their segmentation based on consumers' choices and habits towards coffee consumption.
Despite improvements in processing methods and the decaffeination of higher-quality green beans to serve the most demanding customers, decaffeinated coffee has maintained its negative image in large sectors of the specialty coffee community. In countries where a tradition of coffee consumption has developed, such as Italy, Brazil or the United States. In the US, coffee consumption habits will be different from those in Poland. They have no clear preferences regarding the choice of coffee or specialized knowledge about how to prepare coffee.