Over half of Americans claim that a good cup of coffee can be “so powerful” that it can turn their worst days into good ones.
On the other hand, in a survey of 2,000 American coffee drinkers, 31% said their entire day can be ruined if their coffee isn’t right. Some are so attuned to their coffee that they can tell when they’ve received the wrong order based on whether it doesn’t taste right (25%) or doesn’t look right (9%).
One in five even claimed that drinking freshly brewed coffee is “better than sex”.
Commissioned by La Colombe and Chobani and conducted by Talker Research, the study revealed how hot and cold coffee drinkers prefer their drinks.
Over half (56%) of hot coffee drinkers prefer to keep their drink straight, simple and fearless. Meanwhile, nearly as many iced coffee drinkers (51%) prefer to control every aspect of their coffee, from the type of bean to the brewing temperature and method used.
The study found exactly what the “perfect” cup of coffee is most likely to be, universally: both hot and iced coffee drinkers like their brews medium-roasted (52%) and with a bold profile , earthy and chocolate (52%).
“Americans love their coffee and take seriously how it’s prepared,” commented Kathryn O’Conner, chief marketing officer at La Colombe. “Whether one prefers hot or cold, a simple pour or a specialty drink with more complex flavors, what people care about most is drinking a drink made with quality and craftsmanship.”
The study also showed how people prefer to have their coffee. It found that iced coffee drinkers were more likely to use sweeteners and creamers in their coffee (37%, compared to 31%).
It was also found that they use more flavored creams (creamers (24%, compared to 17%) and syrups (10%, compared to 2%).
According to hot and cold drinks, the top flavors for creamers and sweeteners are vanilla (52%), caramel (42%), caramel macchiato (42%), hazelnut (41%) and white chocolate mocha (33%). ).
Dessert flavors were also found to be popular, with many preferring buttercream frosting (31%), pumpkin spice (27%), peppermint mocha (20%), cinnamon cake (17%) and gingerbread. cookies (16%).
“Creamers give people a fun and easy way to customize their coffee with different flavors,” said Niel Sandfort, Chobani Chief Innovation Officer. “Seasonal and indulgent flavors inspired by sweets with a nostalgic charm have been very popular lately, and now you can enjoy those delicious flavors in an all-natural way made with real cream and ingredients simple and pure – never oily and nothing artificial.”
Where people get their coffee is also an important factor. While 70% prefer to make at home and 12% prefer to order from a cafe, 18% are happy with either place as long as they get their daily fix.
Survey methodology:
Talker Research surveyed 2,000 American coffee drinkers; The survey was commissioned by Chobani and La Colombe and administered and conducted online by Talker Research between August 26 and August 30, 2024.
We source from a non-probability framework and the two main sources we use are:
● Traditional online access panels — where respondents choose to participate in online market research for an incentive
● Programmatic — where respondents are online and given the opportunity to take a survey to receive a virtual incentive that is typically related to the online activity they are engaging in
Those who did not fit the specified sample were dropped from the survey. While the survey is in the field, dynamic online sampling is used, adjusting targeting to achieve specified quotas as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small monetary value equivalent to money.
Cells are reported for analysis only if they have at least 80 respondents and statistical significance is calculated at the 95% level. The data are not weighted, but quotas and other parameters are set to achieve the desired sample.
Interviews are excluded from the final analysis if they fail quality control measures. This includes:
● Speeders: Respondents who complete the survey in a time that is faster than one-third of the average interview duration are disqualified as speeders
● Open-ended: All verbatim responses (full open-ended questions and others, please specify options) are checked for inappropriate or irrelevant text
● Bots: Captcha is enabled in surveys, which allows the research team to identify and disqualify bots
● Duplicates: The survey software has deduping based on digital fingerprints, which ensures that no one is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access and the results may not be generalizable to those without internet access.
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