Coffee Product Development

The success of a coffee product depends upon its appeal to the targeted consumer. These consumers are segmented into groups depending on

• Preferences for certain flavor attributes (dark roast flavor, body, etc.)

• Attitudes toward the product; as a comforting hot beverage, a social beverage, good for a caffeine “lift”

• Use of the product, home use as opposed to food service, special uses such as espresso

• Cost, what the consumer is willing and expecting to pay for the preferred experience.

All consumers wish to believe that they are getting the highest value depending on their desires, the highest quality for the least cost. If the cost is higher, quality must be perceptively higher. Coffee quality ultimately depends upon its flavor attributes , the consumers’ preference, and the intensity of perception of those attributes.

There are 3 major aspects that contribute to the coffee product design.

• The green bean components

• The roasting procedure

• The freshness of the product

Green bean components: Selection of green bean components are primary determinants of flavor attributes. Coffee is capable of producing a wide variety of flavor depending on species and variety of plant, growing conditions, agricultural factors, and altitude at which it was grown.

Roasting parameters: From a production perspective, the flavor attributes due to roasting is a result of heat applied over time. The degree to which heat is applied during the roasting process determines the final roast degree (most observable to the consumer in terms of darkness) and the flavor attributes that develop. Slow roasts will taste different than fast roasts.

Freshness: Coffee is most preferred when it is fresh. This is the result of the amount of time between roasting and consumption, exposure to oxygen, water, and temperature (in order of importance). The packaging must not only be attractive from a marketing perspective, but maintain a barrier to oxygen and moisture.

Product development requires a design that takes into consideration all these aspects and will meet the needs of the target market for which it is created.