SCA finds funding for research on packaging and flavour perception
Photo: Nathan Dumlao
The SCA is partnering with Savor Brands on research into understanding the effect of packaging on the perception of specialty coffee.
The project will run for two years and aims to understand how packaging affects and influences consumers’ perceptions of specialty coffee quality, attributes and value.
“Multisensory perception is one of the most exciting fields of consumer research, and at a time when more people are consuming coffee at home, it’s essential that we understand the ways packaging influences how people experience specialty coffee,” said Peter Giuliano, SCA chief research officer and executive director the Coffee Science Foundation. “We’re grateful to Savor Brands for their vision in supporting this kind of cutting-edge research.”
The project will be led by PhD coffee researchers trained in psychology, food science, and/or multisensory product evaluation. Spanning multiple geographies, the project will explore the impact of packaging variables such as package shape, size, colour, texture, sound, and imagery—to reveal new opportunities to enhance consumers’ specialty coffee drinking experience.
This project is especially timely as more and more consumers are purchasing whole bean coffee for consumption at home.
“For many years, Savor Brands has been pushing the limits in redefining how specialty coffee is perceived by elevating brands through packaging,” said Marc Marquez, director of Coffee at Savor Brands. “We are pleased to be partnering with the Specialty Coffee Association and Coffee Science Foundation on this research and look forward to working with everyone to share these results with the industry.”
Outputs are expected to include a series of academic and popular press publications as well as a series of lectures at various coffee events, like the SCA’s Sensory Summit and Re:co Symposium.