Consumer Choices and Habits Related to Coffee Consumption by Poles

Coffee is one of the most popular drinks consumed in the world, also in Poland. In the literature, much attention is paid to the influence of coffee on human health, especially daily intake of caffeine, and also purchasing consumer behavior. There is a lack of research devoted to consumer choices and habits in relation to coffee consumption and brewing method. Therefore, the aim of this study is to describe the characteristics of coffee consumers and present their segmentation based on consumer choices and habits towards coffee consumption. The study was performed using the computer-assisted web interviewing (CAWI) method on a group of 1500 adults respondents in Poland reporting the consumption of coffee. We collected information about consumer choices and habits related to coffee consumption, including brewing method, place of consuming coffee, and factors determining coffee choices. Using cluster analysis, we identified three main groups of coffee consumers. There are "Neutral coffee drinkers", "Ad hoc coffee drinkers", and "Non-specific coffee drinkers". The respondents in the study are not coffee gourmets; they like and consume coffee, but these are often changing choices. To conclude, it can be stated that the Polish coffee consumer prefers conventional methods of brewing coffee (like a "traditionalist") but is open to novelties and new sensory experiences. Based on study results it is possible to know the coffee drinking habits in Poland.