Into the minds of coffee consumers: perception, preference, and impact of information in the sensory analysis of specialty coffee

Abstract

This study aimed to analyze the knowledge, perspectives, and preferences of consumers about specialty coffees and to investigate how information can influence the perception of taste and the sensory characteristics of consumers. A descriptive-analytic survey was conducted through a questionnaire in a digital format with 1005 respondents. Four trained Q-Grader tasters evaluated a sample of cherry coffee fermented. The Specialty Coffee Association developed the cupping protocol used. According to the perceived descriptors, a sensory analysis was performed with the same coffee with 101 consumers to evaluate the influence of information received before the analysis. The chocolate flavor is the most expected in coffee. However, the participants are willing to try different specialty coffees. The coffee has been considered excellent (85.15 points) by Q-Grader tasters and widely accepted by consumers. Check-all-that-Apply (CATA) test showed that consumers could be influenced by information. When the coffee has been presented without information, the consumers noticed a more caramel flavor. However, when the information has been added to the same coffee, the citric flavor was more noticeable. In conclusion, information on specialty coffees should be more widespread. Consumer’s expectations can be influenced by information, which in turn can modify their sensory perception.