More than half of Americans believe that a good cup of coffee is “so powerful” it has the ability to turn their worst days into good ones.
On the other hand, a poll of 2,000 American coffee drinkers found that 31% said their entire day could be ruined if their coffee isn’t made properly. Some are so attuned to their coffee that they can tell when their order is wrong, either because it doesn’t taste right (25%) or it doesn’t look right (9%).
One in five even claimed that having a fresh cup of coffee is “better than sex.”
Commissioned by La Colombe and Chobani and conducted by Talker Research, the study explored the preferences of both hot coffee and iced coffee drinkers.
More than half (56%) of hot coffee drinkers prefer their coffee simple and straightforward, with no added frills. In contrast, nearly as many iced coffee drinkers (51%) prefer to control every detail of their coffee, from the type of beans to the brewing temperature and the method used.
The study also identified what constitutes the “perfect” cup of coffee for most people: both hot and cold coffee drinkers prefer a medium roast (52%) with a bold, earthy, and chocolatey flavour profile (52%).
“Americans love their coffee and take seriously how it’s made,” said Kathryn O’Conner, Chief Marketing Officer at La Colombe. “Whether someone prefers hot or cold, a simple pour or a speciality drink with more complex flavours, what people care about most is having a drink made with quality and craftsmanship.”
The research also revealed how coffee drinkers prefer their coffee to be served. Iced coffee enthusiasts were more likely to add sweeteners and creamers to their coffee (37%, compared to 31% of hot coffee drinkers). They were also found to use more flavoured creamers (24%, compared to 17%) and syrups (10%, compared to 2%).
Among both hot and cold drinkers, the top flavours for creamers and sweeteners were vanilla (52%), caramel (42%), caramel macchiato (42%), hazelnut (41%), and white chocolate mocha (33%).
Dessert-inspired flavours were also found to be popular, with many favouring sweet cream (31%), pumpkin spice (27%), peppermint mocha (20%), cinnamon coffee cake (17%), and cookie dough (16%) creamers.
“Flavoured creamers give people a fun and easy way to customise their coffee,” explained Niel Sandfort, Chief Innovation Officer at Chobani. “Seasonal and indulgent, dessert-inspired flavours with nostalgic charm have been very popular recently, and now you can enjoy those tasty flavours in a totally natural way made with real cream and simple, clean ingredients — never with oil and nothing artificial.”
Where people get their coffee is also an important factor. While 70% prefer making their own coffee at home, 12% prefer to order from a café, and 18% are satisfied with either option as long as they get their daily fix.
