Perceptions / Attitudes about COFFEE 

Perceptions and attitudes about coffee vary among the different age groups.

Ages 20-29: Generally satisfied with the quality of coffee they consume; more likely to perceive coffee to be a good value; more likely to be satisfied with the amount of coffee they consume; more likely to attest to the popularity of coffee; more likely to feel better about drinking coffee; less price conscience; more likely to drink more coffee in the coming year; and more accepting of espresso based drinks.

Ages 30-59: Generally satisfied with the quality of coffee they consume; more likely to indicate that the amount of coffee they consume is about right for them; more likely to attest to the popularity of coffee; less price conscience.

Age 60+: Less satisfied with the quality of coffee they consume; more likely to indicate that the amount of coffee they consume is about right for them; more likely to indicate that coffee is a good way to relax; more concerned about news/medical reports about caffeine; more price conscience; less excited about the variety of coffee available; and less interested in espresso based beverages.

Article from http://www.coffeescience.org/factage.html

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