Consumer Attitudes Towards Decaf

Decaf consumers get all the same pleasures of drinking regular coffee – they miss nothing.  To them, its just called “coffee”, not “decaf”.  They don’t compare between regular and decaf and feel they are not compromising on anything including taste.  However, consumers care how their coffee is decaffeinated once it is clear that there are different processes – chemical vs. non-chemical.  The choice is easy.

[source:  Focus Group Studies (Seattle/Portland 2001, San Francisco 2003)]

Consumers want a choice …

 Confusion about the decaffeination processes