Assessing the influence of the coffee cup on the multisensory tasting experience

Packaging colour and consumer expectations: Insights from specialty coffee

Packaging and labelling of food and beverages play a critical role in attracting consumer attention and shaping sensory and hedonic expectations. This study examined the impact of sixteen coffee packaging colours, varying in hue and saturation, on specialty coffee consumers' expectations through an online survey. A total of 238 participants rated their expectations regarding coffee aroma, flavour, acidity, sweetness, bitterness, body, roast level, and overall liking. They also evaluated associations between colours and flavour profiles, as well as affective (e.g., modern, sophisticated) and utilitarian (e.g., organic, decaffeinated) concepts. Using repeated-measures MANOVA, principal component analysis, and correspondence analysis, the study identified clear patterns in how colours influence consumer expectations. The results revealed that pink elicited expectations of sweetness and berry or floral flavour notes, while brown was associated with bitterness, dark roast, intense aroma, and cocoa flavour notes. Additionally, colours such as pink and green conveyed affective meanings (e.g., modern) and utilitarian values (e.g., organic), respectively. These findings demonstrate the potential of using packaging colours strategically to align sensory and conceptual expectations with product characteristics. The insights are particularly relevant for the specialty coffee sector aiming to differentiate their offerings and appeal to specific consumer segments through optimised packaging design, contributing both to producers in coffee-producing countries by making their products more attractive to consumers, and to importers of specialty coffee in a highly competitive market that seeks differentiation.

Toward Healthier Cookie Habits: Assessing the Role of Packaging Visual Appearance in the Expectations for Dietary Cookies in Digital Environments

As we tend to consume more and more via e-commerce platforms, the digital version of a dietary product's package can be one of the most important touchpoints that the consumer has with such product during the purchasing stage of the consumer's journey. Hence, a dietary food/drink properly presented via its packaging in e-commerce is key, for example, to nudge consumers toward healthier purchase habits. In this study, we assessed the role of different configurations of visual cues commonly present in a product's packaging (jar vs. bag, transparent vs. opaque, labeled vs. unlabeled) in the expectations associated with dietary cookies when presented in a digital environment. A between-participants study was conducted where eight different packages with different combinations of the three aforementioned features were digitally evaluated by the participants. The results suggest that the presence (vs. absence) of labeling triggered the highest ratings on most assessed dimensions (product quality, healthiness, lightness, sweetness, crumbliness, price, tastiness, greediness for product, product/packaging liking). Moreover, transparent (vs. opaque) packaging tends to yield higher expectations concerning this product's quality (i.e., product liking, package liking, greediness), though it has an opposite effect on the expected healthiness for such cookies. Some particular interactions between these three visual cues were also observed and are discussed as part of the obtained results. In summary, our results point to how the visual appearance of packaging can be strategically used in order to potentially nudge consumers toward healthier cookie purchase habits.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Consumer acceptability and monetary value perception of iced coffee beverages vary with drinking conditions using different types of straws or lids

A recent trend of environmental sustainability has induced many coffee providers to offer alternatives to plastic straws. There has been little research regarding consumer perception of these alternative drinking conditions. This study aimed to determine differences in consumer perception of iced coffee beverages (without ice cubes) between plastic straw and alternative drinking conditions. Brewed samples of medium roast ground coffee beans blend were cooled down and served at 5 °C in the five drinking conditions using different straw materials (plastic, paper, or stainless steel), sippy cup lid, or no lid. Seventy-five consumers rated attribute intensities and acceptances of iced coffee beverages in all five drinking conditions. The results showed that both the mean hedonic ratings of flavor, mouthfeel, or overall impression and the mean amount consumers were willing to pay (US$) for iced coffee beverages were greater in the sippy-cup lid condition than in the paper straw condition. After analyzing consumer comments of the drinking conditions, it was also found that the sippy-cup lid condition induced a more pleasant drinking experience than the paper straw condition. Notably, no significant differences between the plastic and alternative drinking conditions were observed in attribute intensity, acceptance, and monetary value perception of iced coffee beverages. In conclusion, this study shows that consumer experience and acceptability of iced coffee beverages can vary with drinking conditions. Therefore, the coffee industry and sensory professionals should consider not only sensory aspects of coffee, but also drinking conditions to improve consumer experience with coffee beverages.

The Diverging Understandings of Quality by Coffee Chain Actors—Insights from Colombian Producers and Austrian Roasters

This paper addresses the understandings of quality recognized by diverse actors along the coffee chain with focus on specialty coffee producers. In the specialty coffee niche, the assessment of (physical) quality acts as a coordination device among chain actors that enables the identification of divergences on how quality is practiced. This paper aims to uncover how quality attributes (e.g., physical, symbolic) are understood (perceived) by value chain actors and are interwoven with quality conventions (e.g., market, green). Explorative interviews were carried out with Colombian producers located in selected coffee regions. A cupping exercise (tasting of coffee) was organized with producers. Afterwards, another informal cupping was done with roasters in Vienna, Austria. By coupling the concepts of quality attributes and conventions, the paper proposes a theoretical framework that connects quality attributes, conventions and the links to value addition (i.e., from parchment coffee to roasted coffee). Results show that the understandings of quality produce risky battles and ruptures among producers to follow certain conventions. The divergences, risky battles and ruptures in the understandings of quality acknowledged by producers are not only based on “roaster-driven” quality definitions penetrating the producers’ community, or the (individual) knowledge gained by producers, but also on the regulatory framework pursued by producers in a country with a strong coffee federation aiming to legitimize and safeguard the product’s reputation. To what extent is sound experimentation allowed, and direct exchange and interaction between producers, buyers and roasters desirable? Specialty coffee represents a differentiation alternative for small producers located in remote rural areas. Therefore, a transparent and inclusive dialogue between chain actors is required to reduce the divergences in the understandings of quality to balance the value appropriation along the chain.