An online survey conducted by Datassential and released by S&D Coffee & Tea revealed that for many Millennials, selecting coffee is an emotional decision, reports Food Navigator. The study found that for most Millennials coffee is not just a drink, but an experience that starts long before it is poured into the mug. In fact, the experience starts with how the coffee is grown and harvested, with sustainability being a major factor in Millennials’ decision to purchase coffee. Of the more than 900 Millennials surveyed, 45 percent say they think more positively about establishments that offer sustainably-sourced coffee.
Datassentials cautions, however, that adding a sustainability claim on coffee will not guarantee higher sales. In fact, if Millennials deem the term being used falsely, then the consumer may find it ‘unfit’ and likely not purchase the coffee. Read the full article here.
