Decaf Coffee Survey Results Part II
Desired Improvements, Favourite Decaf Preferences, and Comparative Analysis of Decaf-Only and Mixed Consumers
Executive Summary
This second part of this series on the decaf coffee market, based on a survey of 356 coffee enthusiasts across 34 countries, focuses on desired improvements, favourite decaf preferences, and a comparative analysis of Decaf-only and Mixed consumers. Key findings include:
Consumers desire more variety (11.8%) and better quality (8.5%) in decaf offerings, with growing interest in lighter roasts (5.7%) and single-origin options (4.7%).
15.1% prefer local/specialty roasters, while 8.1% haven't found a favourite decaf yet.
Decaf-only consumers report higher satisfaction with current offerings compared to Mixed consumers, who show more diverse preferences and higher coffee knowledge.
Colombian EA processed coffees are prominently mentioned as favourites.
These findings indicate a sophisticated decaf market with opportunities for product innovation and targeted marketing strategies.
Introduction
In Part 1 of the decaf survey report, we explored the demographic profile of decaf coffee consumers, their consumption patterns, and general preferences. We discovered a younger, more diverse consumer base than traditionally perceived, with a strong focus on health and lifestyle considerations.
Part 2 dives deeper into consumer preferences, desired improvements, and comparative analyses. By examining these aspects, we aim to provide a comprehensive understanding of the current decaf coffee market and its future directions.
Desired Improvements in Decaf Coffee Offerings
An open-ended question prompted study participants to share what improvements they desired to see in decaf coffee offerings. Thematic analysis of the responses revealed several key areas of focus.
The most prominent desire, expressed by 11.8% of respondents, is for more variety and options in decaf coffee. This suggests that many consumers feel limited by current offerings. As one respondent wrote, they want "more variety in flavours and brands." Another called for a "greater selection of varietals." This desire for variety indicates that decaf drinkers are seeking a range of coffee experiences comparable to what's available in regular coffee.
Closely related to variety is the second most common theme: better flavour and quality, mentioned by 8.5% of respondents. Many consumers feel that decaf coffee should match the taste profile of regular coffee. One respondent articulated this clearly, asking for "better flavour on par with regular." This sentiment suggests that many consumers perceive a quality gap between decaf and regular coffee, presenting both a challenge and an opportunity for coffee roasters.
"I've had decaf that's as good as regular coffee when proper attention is paid, so I know it's possible" - study participant
Interestingly, the third most prominent theme challenges a common perception about decaf coffee. 5.7% of respondents specifically mentioned wanting more light or medium roast options. This preference for lighter roasts contradicts the traditional association of decaf with darker roasts. For example, one comment requested "More light roast, with more complex, sour, acidic flavour profiles - not just dark roast butter decaf." This trend towards lighter, more complex flavour profiles indicates an evolving palate among decaf drinkers that we also saw on Part 1 of this analysis.
The desire for more single-origin and specialty offerings, expressed by 4.7% of respondents, further shows the sophistication of today's decaf coffee consumers. Requests like "More single origin decaf, greater breadth of flavour profiles" and "EA processes in other origins aside from Colombia" demonstrate that many decaf drinkers are knowledgeable about coffee origins and processing methods, and are seeking to explore these aspects in their decaf options.
"Decaf can get very annoying because it's just as expensive as good quality non-decaf specialty coffee, yet the vast majority of offerings are bland. Most roasters don't seem to care about decaf — they buy low quality beans (80-83 score) from whatever lots their importer have on hand, then they try to hide the lack of taste by roasting them darker than their regular coffees" - study participant
Improved availability was another significant theme, mentioned by 3.8% of respondents. Comments like "Available at more outside locations" and "Wider availability" suggest that even when consumers find decaf coffees they enjoy, accessing them consistently may be challenging.
There's also notable interest in more experimental and innovative processes, with 3.3% of respondents expressing this desire. One particularly detailed response suggested "Using higher quality beans to decaffeinate, perhaps follow in Blendin Los Nogales' approach of 'mucilage EA decaf'." This level of specificity indicates a segment of highly engaged consumers who are interested in the technical aspects of coffee production.
While less frequently mentioned, issues of price parity with regular coffee (2.4%), better information and transparency (1.9%), and improved freshness (1.4%) round out the picture. These themes suggest that a portion of decaf drinkers are looking for a holistic improvement in their coffee experience, from production to purchase.
These findings align with our earlier observations about the sophistication of decaf coffee consumers. The desire for more variety and better quality suggests that consumers are not satisfied with the current offerings and are seeking a decaf experience that matches or exceeds that of regular coffee.
Favourite Decaf Coffee Preferences
Our survey revealed some interesting insights into consumer preferences for decaf coffee:
Local and Specialty Roasters: A significant 15.1% of respondents explicitly preferred local or specialty roasters (e.g. Square Mile). This aligns with broader trends in the specialty coffee market, indicating that many decaf drinkers value artisanal production and local businesses.
Exploration Phase: Notably, 8.1% of respondents haven't found a favourite decaf yet. This suggests that a substantial portion of decaf drinkers are still exploring the market, presenting an opportunity for brands to capture these undecided consumers.
Mainstream Preferences: 5.4% of respondents preferred widely available or supermarket brands (e.g. Starbucks). While this is a smaller percentage, it indicates that there's still a market for more accessible, mainstream decaf options.
These findings suggest a diverse market with room for both specialty and mainstream offerings. The high percentage of consumers still searching for a favourite decaf indicates potential for growth and brand loyalty development in the decaf coffee sector.
Most Frequently Mentioned Specific Decaf Coffees
When asked about specific decaf coffees, several names stood out:
Los Nogales decaf: Mentioned 4 times, including variations like Blendin Los Nogales and Kawa / Dak's Los Nogales (Typica).
Granja El Paraíso-92 by Wilton Benitez: Also 4 mentions, including Granja Paraíso-92 and Paradise Colombia Granja Paraíso-92, Blackberry Jam (Wilton Benitez decaf by September).
El Placer Red Fruits co-ferment by Sebastian Fernandez: 3 mentions, including variations from Hatch and Source Coffee.
Rainbow (Natural Decaf): 2 mentions, specifically S&W Colombia Rainbow EA Decaf.
Several other coffees received mentions, including , Slow Motion (blend by Counter Culture coffee), Sleep Well Beast (by Wide Awake), and Night Light (by Blue Bottle), among others.
It’s worth noting that many of the top mentions are Colombian E.A. coffees, reinforcing Colombia's strong reputation in the decaf market.
These findings paint a picture of a decaf coffee market that is diverse and sophisticated. Consumers show awareness of origins, appreciation for specialty roasters, and a willingness to explore different options.
The lack of dominant favourites also indicates that the decaf market is still evolving, with room for brands to establish stronger positions and for new entrants to capture market share by meeting the desires for quality, variety, and unique flavour profiles that we saw in the improvements analysis.
Comparative Analysis: Decaf-Only vs. Mixed Coffee Consumers
Our survey revealed distinct differences between consumers who exclusively drink decaf (Decaf-only, 11.8% of the respondents) and those who consume both decaf and regular coffee (Mixed drinkers, 88.2%). While Decaf-only consumers are a minority, they represent a significant niche in the coffee market.
“Decaf drinkers are drinking for taste, but we are treated very poorly.” - study participant
The key differences were the following:
Satisfaction with decaf options: Decaf-only consumers report higher satisfaction - (3.24/5 compared to 2.83/5) with current decaf offerings. This could suggest that those who commit fully to decaf have either found options that meet their needs or have adjusted their expectations. Conversely, Mixed consumers, with their experience of both regular and decaf coffee, may be more critical of decaf offerings.
Importance of roaster/brand reputation: Mixed consumers place more importance on roaster or brand reputation. This suggests that those who drink both types of coffee may be more engaged with coffee culture and branding, potentially making them more discerning customers.
Self-reported coffee knowledge: There’s a substantial difference in self-reported coffee knowledge is particularly striking. Mixed consumers rate their coffee knowledge significantly higher, which may be a result of their broader coffee experiences. This presents an opportunity for educational marketing targeted at Decaf-only drinkers to increase their engagement and potentially their appreciation for diverse coffee offerings.
Flavour preferences: Decaf-only drinkers tend to prefer traditional, robust flavours such as earthy, nutty, and chocolatey. This might reflect a desire for a strong, full-bodied coffee experience even without caffeine. Mixed drinkers, on the other hand, show a stronger preference for more complex and varied flavours like floral and fruity, suggesting a broader palate developed through their varied coffee experiences.
Buying habits: Mixed drinkers are more likely to buy their coffee directly from roasters, indicating a focus on quality and freshness. Decaf-only drinkers tend to purchase more from supermarkets and subscriptions, possibly prioritising convenience or affordability.
Spending patterns: Mixed drinkers generally spend within a moderate price range ($10-$20 per bag), while Decaf-only drinkers show more variability in their spending, with some consumers not willing to spend more than $15, while others spend over $25. This could reflect different levels of engagement with specialty coffee or varying perceptions of decaf coffee's value. It also indicates the niche of a highly engaged group within decaf only drinkers willing to spend more money on quality decaf.
Discussion of Main Findings
The decaf coffee market, as revealed by this study, is undergoing a significant transformation that challenges many long-held assumptions about decaf consumers and their preferences. This evolution is characterised by several key insights that have important implications for the coffee industry.
Firstly, the study reveals a younger and more diverse consumer base than traditionally perceived, with over 70% of respondents under 45 years old. This demographic shift suggests that decaf coffee is no longer primarily the domain of older consumers or those with health concerns. Instead, it indicates a growing interest in decaf among millennials and younger Gen X consumers, possibly driven by increasing health consciousness and changing lifestyle preferences. This trend aligns with broader shifts in consumer behaviour, where younger generations are more likely to question traditional consumption patterns and seek out alternatives that better align with their values and lifestyles.
The strong demand for higher quality and more diverse decaf options, particularly in flavour profiles and roast levels, is perhaps the most striking finding of the study. The desire for more variety and better flavour topped the list of desired improvements, indicating that consumers are not satisfied with the current decaf offerings. This dissatisfaction presents both a challenge and an opportunity for the coffee industry. On one hand, it suggests that current decaf offerings are falling short of consumer expectations. On the other, it opens up significant opportunities for innovation and market differentiation for coffee roasters and producers who can meet these evolving demands.
The preference for lighter roasts among decaf drinkers is particularly noteworthy as it contradicts the traditional association of decaf with darker roasts. This shift towards lighter, more complex flavour profiles indicates an evolving palate among decaf drinkers and aligns with broader trends in the specialty coffee market. It suggests that decaf consumers are becoming more sophisticated in their taste preferences and are seeking coffee experiences that rival those of regular coffee.
The study also revealed significant differences between Decaf-only consumers and Mixed consumers. These differences span various aspects including satisfaction levels, importance placed on roaster reputation, self-reported coffee knowledge, flavour preferences, buying habits, and spending patterns. This segmentation of the market suggests that a one-size-fits-all approach to decaf coffee is likely to be ineffective. Instead, coffee roasters and retailers may need to develop targeted strategies to cater to these distinct consumer groups.
Interestingly, Decaf-only consumers reported higher satisfaction with current decaf offerings compared to Mixed consumers. This could indicate that those who commit fully to decaf have either found options that meet their needs or have adjusted their expectations. On the other hand, Mixed consumers, with their experience of both regular and decaf coffee, may be more critical of decaf offerings. This difference in satisfaction levels presents an opportunity for the industry to elevate the quality of decaf offerings to meet the higher expectations of Mixed consumers, which in turn could potentially expand the Decaf-only consumer base.
Lastly, the preference for local and specialty roasters suggests that the decaf market is aligning with broader specialty coffee trends. This preference for artisanal production could be seen as part of a larger movement towards more personalised, high-quality coffee experiences. It also indicates that there's significant room in the market for smaller, local roasters to establish themselves in the decaf space alongside larger, more established brands.
Recommendations
Based on these insights, several recommendations can be made for the coffee industry:
Diversify decaf offerings: Roasters should consider expanding their range of decaf options, particularly in terms of origin, roast level, and processing methods. This could include offering more single-origin decafs and experimenting with lighter roast profiles.
Improve quality: There's a clear demand for higher quality decaf that matches the flavour profiles of regular coffee. Investing in better beans and innovative processing methods could help bridge this perceived quality gap.
Develop targeted marketing strategies: Given the differences between Decaf-only and Mixed consumers, companies should consider developing distinct marketing approaches for these two groups. This could involve emphasising different product attributes or using different channels to reach each group.
Support local and small-batch roasters: The preference for local roasters suggests an opportunity for smaller players in the decaf market. Larger companies might consider partnering with or acquiring local roasters to tap into this trend.
Invest in consumer education and eradicate the stigma associated with decaf: Given the interest in more complex flavour profiles and innovative processing methods, there's an opportunity to educate consumers about different aspects of decaf coffee production and appreciation.
"I'd like to see more options and less stigma. I drink decaf for health reasons... I'm often left feeling like there is no point trying to learn about coffee because of the 'no real coffee lover would drink decaf' mentality" - study participant
Limitations
While this study provides some insight into the decaf coffee market, it's important to acknowledge its limitations:
Sample size and representation: With 356 respondents across 34 countries, the sample size is relatively small for a global study. This may limit the generalisability of some findings, particularly when analysing subgroups within the sample.
Potential bias in sampling: The recruitment method, primarily online and through coffee-focused channels, may have attracted more specialty coffee consumers. This could skew the results towards this demographic and may not fully represent the broader decaf coffee consumer base.
Self-reported data: The study relies on self-reported data, which can be subject to recall bias or social desirability bias, particularly in areas such as sustainability preferences or coffee knowledge.
International sample considerations: While the international nature of the sample provides a broad perspective, it may also introduce inconsistencies due to cultural differences in coffee consumption and terminology (e.g. US dollar for price).
Depth of analysis: While the study provides a broad overview of decaf coffee preferences and trends, more in-depth research may be needed to fully understand some of the nuances and underlying factors influencing consumer behaviour in this market.
Despite these limitations, this study provides useful insights into the decaf coffee market and offers a foundation for further, more targeted research in this area. I’ll leave you with this optimistic quote by one of the study participants:
"2024 US Brewers Cup really shows the future of decaf in my opinion. I would love to see roasters with multiple decaf options with less focus on the fact that it's decaf and more on the variety/producer/process/etc" - study participant