Coffee Bag Psychology: Does Size Matters in Your Journey

In this episode, I dive deep into the psychology behind coffee bag sizes and how they influence our coffee drinking experience. I explore the differences between 2-pound bags, 12-16 ounce bags, and sample sizes, sharing my personal insights both as a coffee roaster and enthusiast. I discuss why I offer 2-pound bags in my business while personally preferring smaller bags for variety in my coffee journey. You'll learn about the fascinating psychology behind coffee packaging choices and gain insights into how different bag sizes might affect your own coffee experience and appreciation.

I also share my honest perspective as a self-proclaimed "coffee slut" who enjoys exploring different coffees frequently, and how bag size plays into that exploration. You'll discover the pros and cons of different bag sizes and how they might align with your own coffee drinking habits and preferences.

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Chapters

• 0:00 Introduction and Setup
• 0:00 Comparing Different Approaches
• 1:30 Coffee Bag Sizes Overview
• 3:45 Two-Pound Bags Discussion
• 6:00 Personal Preferences in Bag Size
• 8:15 The Coffee Journey Experience
• 10:30 Consumer Psychology

Transcript

[00:00] Today is December 14th, 2024, and we're going to be talking about coffee bags. More specifically, the psychology of how you go about purchasing coffee. As a coffee roaster and coffee lover, I find this topic fascinating.

[01:30] When I look at competitors or people selling their products, I always examine what they're doing and why they're doing it. Eventually, I'll change my bags, but right now I have plenty of inventory to work through.

[02:15] Let's talk about coffee bags on Amazon. What I usually sell is this two-pound bag. I went this route because I noticed people were particularly interested in two-pound bags. It's easier for them to track their coffee consumption and manage their supply. Since implementing this years ago, customers have really appreciated this delivery system.

[03:45] Now let's discuss the 12 to 16-ounce bags. These are what people are normally used to, especially in grocery stores or online specialty coffee shops. You typically get about 10 to 12 ounces of coffee, which lasts a couple of weeks, depending on your consumption rate.

[04:30] Then we have what I call the sample bag - a four-ounce bag. Some specialty roasters might sell this size for around $20 if you're interested in that premium experience. This will last you a couple of days, maybe stretched over a weekend, allowing you to really experience that special coffee.

[06:00] Personally, not from a business perspective, I prefer variety. I'm what you might call a "coffee slut" - I like to change up my coffee frequently. I enjoy going on a coffee journey, and the best way to do that without going crazy with brewing parameters is by changing the coffee itself.

[07:15] I mainly use the Hario V60 and V60 Switch. Often, I keep the same grind size and brewing method, but change the coffee because it's new and exciting. Being a roaster, I'm in a unique position to sample different coffees for five or six days before moving on to the next bag.

[08:30] The 12-ounce bag gives me that flexibility, though sometimes even that's too much coffee for me. After drinking a coffee about five to seven times over a few days, I'm ready to move on to the next one. Sometimes even a six or four-ounce bag is perfect because I just want a taste, a short journey with that coffee.

[10:00] It's interesting to consider why we buy the coffee we buy. There's a lot of psychology involved. Business-wise, it's easier for me to give someone a two-pound bag, hoping they'll enjoy it for a month before returning. But I wonder about that person who buys the two-pound bag - how often do they drink coffee? Do they prefer the convenience?

[11:30] I recently talked with another coffee professional from the Netherlands who uses kilo bags. He mentioned that smaller bags are for the "coffee sluts" - those who care about the journey and experiencing different coffees. And that's true to an extent.

[12:45] However, you can still have an interesting journey with a two-pound bag if you have the right equipment and knowledge. You can experiment with different brewing methods, from espresso to various coffee makers, bringing out different characteristics of the same coffee over a longer period.

[13:45] So think about it - do you prefer a large two-pound or one-kilo bag? Or do you go for 12-16 ounces? Maybe you're more of a sample-size person? Does your choice define who you are as a coffee drinker?

[14:30] That's what I've got for you today. Let's continue this discussion and share our thoughts on how bag size affects our coffee experience.

[15:00] End of episode