Abstract
Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds.
Highlights
Coffee is one of the most consumed beverages worldwide
A higher percentage of men (31%), of younger (30.4%), and of working (27.2%) consumers had a positive perception of the health effects of coffee consumption compared to female, older, and not working consumers
There were more consumers that tended to drink non-espresso based coffee (36.2%), that consumed from one to two cups of coffee per day (32.5%), that never or rarely drank coffee for breakfast (34.3%), and that bought coffee in big retailer chains (27.9%) that had a positive perception of coffee health benefits
Summary
Coffee is one of the most consumed beverages worldwide. Global coffee consumption is estimated to increase, in non-traditional coffee drinking countries in Africa, Asia, and Oceania (+4.1%). Demand in traditional markets is estimated to grow by 1% in Europe and by 2.5% in North. Leading drivers for coffee market growth are innovations in out-of-home consumption, online commerce opportunities, and innovative brewed coffee beverage types [2]. Consumers are interested in coffee product quality and origin, as well as social, environmental, and economic sustainability [3]. Innovative coffee attributes related to the health properties of coffee could be a driver for coffee consumption [4]. Some researchers suggest that coffee might have the potential of a functional food thanks to its biochemical properties and the possible health benefits [5,6]. There is evidence that coffee consumption may have beneficial effects on non-communicable diseases (NCDs) [7]
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