Do we really just buy a product?

    I have been observing how the coffee market has changed over the years. Technologies, methods of communicating with customers, sales channels and even the speed at which new trends emerge are all evolving. However, the biggest change does not concern products or producers. It concerns consumers.

    When talking to business owners, I increasingly find that we talk less about prices and more about trust. Just a dozen or so years ago, the natural starting point would have been costs, promotions or market share. Nowadays, the conversation very quickly turns to quality, the origin of raw materials, producer responsibility or brand credibility. This does not mean that price has ceased to matter. It still plays an important role, but it is increasingly rarely the sole factor in a purchasing decision.

    I think this is one of the most significant changes the market has seen in recent years. Consumers no longer buy just a product. They also buy into the brand’s history, experience, values and trust. They want to know who is behind the product, how it was made and whether the manufacturer’s claims match reality.

    This is precisely why I follow the results of consumer research with such keen interest. Not because I am looking for simple answers, but rather because they give me a broader view of the market and allow me to compare everyday experiences with hard data.

    The latest issue of the Coffee & Tea Marketing Journal, published by the Coffee and Tea Market Research Institute, of which I have the honour of being the president, features the results of a representative survey on the coffee habits of Poles, conducted by Prof. Anna Dąbrowska of the SGH Warsaw School of Economics. What caught my attention about this study was not so much the answer to the question of what type of coffee we drink most often. What seems far more important to me is that it highlights the direction of changes taking place in consumer awareness.

    Among other things, the research shows that coffee is increasingly perceived not only as an energy-boosting drink, but also as part of everyday lifestyle. Most respondents recognise its positive impact on concentration and energy levels, and over three-quarters believe that moderate coffee consumption can have a beneficial effect on health. These are just figures, but behind them lies something far more interesting – a shift in mindset.

    The increasingly conscious consumer is asking more questions. They are interested in quality, authenticity and responsibility. They expect brands to provide not only a good product, but also to ensure consistency between what they promise and what they actually deliver. While this presents new challenges for producers, it also offers a huge opportunity for companies that have been consistently building their credibility for years.

    Looking at the development of the coffee market, I have come to the conclusion that a competitive advantage is increasingly rarely built on price alone these days. It is far more difficult to build something far more valuable – trust. And trust takes time. It cannot be built through a single advertising campaign or a single successful product. Rather, it is the result of consistency, quality and day-to-day work, often carried out far from the cameras and advertising slogans.

Source of inspiration: Prof. Anna Dąbrowska, The Habits and Preferences of Poles Regarding Coffee Consumption and Perception, Coffee & Tea Marketing Journal, Vol. 3, No. 1 (2026), published by the Coffee and Tea Market Research Institute.