If you have an “active” Facebook account, chances are you’ve accessed a trivia test or two in your day ― what “The Office” character you are, your horror movie genre knowledge, what kind of friend you are; the list goes on. Although tests like these are all in good fun, many of us know they don’t really convey any deeper meanings. However, a recent study conducted by One Poll on behalf of Califia Farms shows that our coffee preferences might be more revealing than a sit-down with fictional psychic detective Shawn Spencer from the TV show “Psych.”
The study, which surveyed 2,000 American coffee drinkers, compared the lifestyles of hot coffee and cold coffee drinkers. Among the noteworthy results, the survey found that those who prefer cold brew and iced coffee are more likely to prefer sunny weather (40 percent), binge-watch science-fiction shows like Unsolved Mysteries (37 percent), and are more likely to be part of the Gen-Z demographic (40 percent).
On the other side of the spectrum, hot coffee drinkers are more likely to be extroverts (40 percent), prefer overcast weather (36 percent), enjoy comedy shows like Schitt’s Creek (33 percent), and be among the baby boomer generation — with 94 percent of people 56 and older wanting hot coffee.
The ingredients that consumers want in their coffee also shows a strong correlation to their hot or cold coffee preference.
For instance, 38 percent of iced coffee drinkers noted that plant-based milks are a “must-have,” while 37 percent of hot coffee drinkers prefer heavy cream. Almond and oat were among the top plant-based milks at 39 and 34 percent, respectively.
When asked why they prefer plant-based milks, 32 percent of respondents said they enjoy the flavor, while 21 percent named functional ingredients as the reason. Low sugar content was named by 15 percent of survey-takers.
“We’ve seen an interesting shift in coffee consumption in recent months, with 42 percent of consumers experimenting at home and trying to re-create their favorite hot and iced coffee beverages,” said Suzanne Ginestro, chief marketing officer at Califia Farms, in a statement. “We’ve found that just as many people are interested in adding plant-based milks to their coffee due to the appealing flavors, functional ingredients and a generally lower sugar profile.”
The type of coffee consumers prefer might also suggest which are struggling with cabin fever during the pandemic. Pre-pandemic, cold coffee drinkers said they would travel three times a year, versus two times a year by their hot coffee counterparts.
Cold coffee drinkers also are more likely to browse Instagram with 27 percent naming the social media platform, while hot coffee drinkers are more active on Facebook at 35 percent.
But whether it’s hot or cold, the study found that there are a few things consumers are more willing to part with than their cup of coffee: social media (22 percent), TV (18 percent) and alcohol (16 percent).
It seems as though consumers’ regular cup of coffee is more telling than once thought.
