EMERYVILLE, Calif. — Consumers who consider themselves “coffee connoisseurs” will travel an average of 3 miles for a quality cup of joe, according to a new study from specialty coffee roaster and retailer Peet’s Coffee, Emeryville, Calif.
The study, which was released to celebrate this year’s National Coffee Day, surveyed more than 2,000 U.S. consumers to understand their taste preferences and coffee drinking habits.
Here are three things consumers value in their coffee …
Eighty-six percent of consumers who identify as “coffee connoisseurs” said they are likely to research if various coffee beans meet environmental and sustainability standards, according to the study. Beyond that, 83% of these consumers said they spend time researching to see if the beans they’ve purchased are grown and sourced ethically.