Specialty Coffee Consumer Research Hub

Specialty Coffee Consumer Behaviors, Motivations, and Perceptions

A data-based study aimed at determining the specialty coffee consumer’s purchase behaviors and preferences, with a special focus on generational patterns and market segments.

Identifying the Consumer Journey to Specialty


We followed the 2012 study with a more in-depth project, asking 12 Specialty consumers to blog about their experiences with coffee over the course of a week. We wanted to learn more, and identify specific behaviors that led to transitioning between different coffee consumption styles.

Consumer Behaviors, Motivations, and Perceptions


SCA brought together six focus groups in Los Angeles, California and Portland, Oregon to explore the experience of specialty coffee to those who consume it, and the qualities that make it so unique. The output was fascinating- and we began to see two distinct kinds of Specialty Coffee Consumer emerge: the Specialty Coffee Adopter and the Super Specialty Consumer.