Who Drinks Decaffeinated Coffee?

The decaffeinated coffee market is radically different from the perception our industry has of it.  Until now, it's been seen as a group of regular coffee drinkers who switch at certain times of the day.  That myth is now defunct.  The exclusive decaf drinker, defined as having drunk 7 or more cups of decaf out of their last 10 cups of coffee, now accounts for 70% of coffee consumed in the United States. 

Decaf consumers tend to be women, age 35 – 60, who:

• Are conscientious about their health
• Are active about improving quality of life (exercise, hobbies, learning, volunteering)
• Are cautious about things that artificially affect their behavior (alcohol, tobacco, prescriptive medications)
• Are self-assured and don’t accept things at face value, they are seekers of information in making decisions
• Have passions such as gardening, walking, reading, entertaining, pets, or the arts

 Changing demographics will fuel growth