Black, medium, sweet, with milk, or loaded with syrups and toppings? Whatever your preferred coffee order, someone in the queue behind you may already have formed an opinion about you simply by hearing it.
That is one of the findings of a new survey by Talker Research, which questioned 1,586 people in the United States. According to the results, around one-third of consumers admit to commenting on or judging other people's coffee choices, while nearly one-quarter feel self-conscious when ordering their favourite drink.
Some respondents even said they deliberately lower their voices when placing their order to avoid attracting attention from people nearby.
Coffee is not just a morning ritual
The survey also challenges the idea that coffee is primarily associated with starting the day.
Only 39% of respondents said they drink coffee in the morning, while 46% associate it with relaxation in the afternoon or even the evening.
The trend was particularly pronounced among Millennials and Generation X consumers.
From caramel and whipped cream to butter in espresso
Respondents reported a wide variety of unusual coffee combinations.
Some said they enjoy coffee with maple syrup and nuts, while others mix it with black tea. There were also participants who reported adding butter, different types of sugar, whipped cream and caramel syrup to their espresso.
The responses suggest that for many people, coffee has evolved from a simple everyday beverage into a personalised taste experience.
Despite the popularity of increasingly elaborate orders, medium roast remains the most popular choice, preferred by 58% of respondents.
Both light roast and dark roast followed at 21%.
When it comes to additions, only 14% said they drink their coffee black, while 35% prefer adding a little milk and 33% a little sugar.
When does coffee stop being coffee?
Researchers also asked participants to decide which popular drinks they consider to belong in the coffee category.
A Frappuccino topped the list, with 78% classifying it as coffee.
It was followed by:
- Espresso tonic (69%)
- Nitro cold brew (67%)
- Pumpkin spice latte (67%)
Notably, 56% also included chai tea latte in the coffee category, despite it being tea-based.
By contrast, 69% said the so-called pink drink, a chilled beverage made with strawberries and coconut milk, should not be considered coffee.
Similarly, 65% excluded chaider, a combination of chai tea and apple cider.
The findings highlight how differently consumers define coffee and how easily an everyday choice can become a subject of social judgement.
So the next time you order your favourite drink, keep in mind that someone may be paying attention. And they may be judging you not for what you say or do, but for the amount of sugar, the type of milk or the syrup you choose.
