Takeaways

• Specialty coffee is a highly differentiated product.
• Consumer preferences significantly influence coffee marketing strategies.
• Words like 'rich' and 'smooth' resonate with coffee drinkers.
• Flavor notes serve a practical purpose in the coffee buying process.
• The NCA survey provides valuable insights into consumer behavior.
• Coffee drinkers may not align with industry-specific flavor descriptors.
• A balance of vague and specific terms can attract a wider audience.
• Sweet notes should be prioritized in flavor descriptions.
• Understanding consumer perspectives is crucial for effective marketing.
• Coffee tasting language should evolve to meet consumer needs.

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