The 7 Coffee Consumer Segments Every Roaster Is Ignoring
A coffee roaster can spend months finding the right beans, developing a roast profile and designing attractive packaging, only to discover that customers are not buying. Sometimes the problem is not the coffee. It is the assumption that everyone wants the same thing from it. One customer wants an affordable coffee for the office. Another wants to explore Ethiopian single origins. Someone else wants a convenient bag delivered every month, while a café owner needs consistency and predictable pricing. These are different customers with different reasons for buying. Yet many roasters still market their products as if everyone were simply a coffee lover. Here are seven consumer segments worth understanding. 1. The Convenience Seeker This consumer wants coffee without complications. Instant coffee, ready-to-drink beverages, capsules and simple brewing solutions fit their routine. They may appreciate good coffee, but convenience comes first. A roaster targeting this segment should think about...
