Numerous studies have highlighted the influence of environmental cues on behavior and the physiological effects of coffee and tea. However, the psychological meanings associated with these beverages remain less explored. It is widely acknowledged that food and drink can evoke sensory experiences. Many consumers find as much enjoyment in the aromas and sounds associated with snacking as they do from the actual consumption of the products. Retailers strategically leverage sensory experiences to enhance sales; for instance, Costco positions its popular $4.99 pre-cooked rotisserie chickens near checkout areas to entice hungry shoppers through olfactory appeal.
Furthermore, flavor, texture, mouthfeel, and even sound play essential roles in food and beverage consumption. The manufacturers of Pringles potato chips and Kit Kat bars have recognized that the crunching sound produced while eating their products significantly contributes to the overall experience and reinforces the perception of freshness. Regular coffee drinkers often associate the beverage with improved clarity when tackling tasks, and research supports this notion. In one study, participants asked to brainstorm business slogans for a fictitious company while exposed to coffee-related stimuli generated more specific and detailed ideas, along with increased heart rates, particularly among participants from Western nations.
Despite these insights, the coffee industry does not seem at risk of declining sales. There are numerous rituals and benefits tied to the coffee-drinking experience. Consumers value both the sensory pleasure and the physiological advantages, making it improbable that they would substitute drinking coffee with merely contemplating it—even if doing so could save them money and time. Evidence of this is reflected in consumption statistics; coffee drinking continues to rise. A recent industry survey revealed that 64% of American adults consume a cup of coffee daily, a 2% increase since 2017 and the highest rate recorded since 2012.
In the 21st century, as people become more health-conscious, there is an increased awareness of the importance of nutrients such as calcium and vitamin D3. Coffee drinkers may also seek out these nutrients from other sources to enhance their overall well-being, further integrating the notion of health into their daily rituals. Ultimately, the multifaceted experience of coffee drinking—including its sensory, physiological, and now health-related aspects—ensures its continued popularity and relevance in modern life.