The rise of specialty coffee : An investigation into the consumers of specialty coffee in Gauteng.

Abstract

Specialty coffee has emerged from the coffee industry of the 20th century, with a culture on developing a better appreciation of coffee through quality beans and improved brewing methods. Consumer’s knowledge for specialty coffee has changed in recent years through the development of the international coffee industry. As a result, this trend has grown in South Africa. This study, therefore, identifies a consumer profile and the specialty coffee consumption behaviour in Gauteng, South Africa. A survey design method was used with quantitative data gathered using questionnaires and a probability stratified and simple random sampling of speciality coffee consumers in Gauteng and analysed with descriptive and inferential statistics. The results indicated that consumers are demanding quality specialty coffee with a preference for knowledgeable baristas. Consumers have been shown to have positive perceptions of specialty coffee with a market demand for the product. Globalisation has brought international expertise into the local industry thus further developing the quality and expectation of consumers. However, the education of consumers and the local hospitality industry are a perceived gap in the further growing of the specialty coffee culture in South Africa. A recommendation of this study is for the specialty coffee industry to emphasise their specialty coffee development, with a particular focus on educating consumers in Gauteng, because of the rise of specialty coffee by combining local expectations with international knowledge.

Keywords

• Specialty coffee
• consumer profile
• consumer behaviour
• coffee wave
• consumption