A poll of 2,000 US coffee drinkers by Peet’s Coffee & Tea shows the importance of coffee freshness and flavor.
“Coffee lovers prized freshness first (52%), followed by caffeine (41%), and taste profile (40%),” according to a company press release.
The OnePoll survey found 83% of respondents study the origin and ethical sourcing while 86% review whether the coffee meets environmental standards.
Latin America is their favored origin with 36% citing Colombia as the best coffee growing region, followed by Brazil (32%) and Costa Rica (23%). Ethiopia was the top-rated African origin at 17%.
The survey demonstrated that 83% of respondents self-identifying as coffee connoisseurs – comprised mainly of Gen Z, Millennials, and Gen X.