TRENDS IN COFFEE CONSUMERS’ PREFERENCES

This paper aims to investigate trends in coffee consumers’ preferences in Romania, based on a marketing research survey conducted on a sample of 224 respondents. The main objective is to highlight consumption habits and the key factors influencing purchasing decisions, in a context where the coffee market is undergoing significant transformations driven by digitalization, the rise of specialty coffee, and an increasing interest in sustainability. The results show that most respondents drink coffee daily, prefer espresso, and mainly purchase coffee from hypermarkets and supermarkets. Quality and brand are the main determinants of choice, while price and promotions play a secondary role. Young consumers show a growing preference for coffee capsules, premium products, and online purchases, confirming the emergence of new consumption segments. The conclusions emphasize the need for producers and distributors to adapt their marketing strategies to a more informed, demanding, and experience-oriented consumer.