Consumer preferences for black coffee are spread over a wide range of brew strengths and extraction yields

Brewing is the final and key step in the production of the coffee beverage. Extraction related metrics such as the total dissolved solids (TDS), percentage extraction yield (PE) of solutes, and brew temperature (BT) are widely believed to govern the flavor and corresponding consumer acceptance of the resulting brew, as summarized in the industry standard "Coffee Brewing Control Chart." In this study, we investigated how the three factors of TDS, PE, and BT affected consumer acceptance of a medium roast, single-origin coffee and whether consumer preference segmentation would be observed based on these variables. A cohort of 118 mostly college-age, self-reported consumers of black coffee tasted coffees that varied in BT, TDS, and PE. For each coffee, consumers rated overall acceptance on the 9-point hedonic scale; the adequacy of serving temperature, flavor intensity, acidity, and mouthfeel using 5-point just-about-right (JAR) scales; and described the flavor using a check-all-that-apply list of 17 attributes. Cluster analysis revealed two consumer segments whose preferences varied most strongly with TDS. Response surface methodology relating liking to TDS and PE produced dome- and saddle-shaped surfaces for the two segments, respectively. External preference mapping and penalty analysis indicated that overall flavor intensity as well as acidity heavily influenced the preferences of the two clusters. The Coffee Brewing Control Chart's "ideal" coffee should therefore be reconsidered to reflect consumer preference segmentation. PRACTICAL APPLICATION: This research informs the way coffee brewers manipulate brew strength and extraction of drip brew coffee for optimal consumer acceptance; and justifies a reform of the standard "Coffee Brewing Control Chart" in its representation of an "ideal" coffee as we uncovered two consumer preference segments with different positive and negative sensory drivers of liking.