According to the NCA 2019 National Coffee Drinking Trends report, 57% of consumers say that they drink coffee because it helps them focus.
It seems that they’re on to something – and you may not even need to take a sip to get a similar psychological effect, according to new research from the University of Toronto.
Continue reading
A new study found that coffee drinkers are actually more sensitive to the bitter taste of caffeine.
Coffee is a complex beverage – and it’s experienced differently by everyone.
Your appreciation (or not) of coffee is largely driven by genetics, which control a host of factors raging from your caffeine tolerance to sensory perception.
A new study from Northwestern University, recently published in Scientific Reports, found that coffee lovers aren’t less sensitive to the bitter taste of coffee – instead, the opposite is true.
This suggests an interesting psychological phenomenon behind our love of coffee.
Small bean, big numbers. Learn more about the research.
Source: Coffee Tasting Club
National Coffee Association Blog 