Understanding the Dominance of Arabica Beans in US Supermarkets

In the United States, most of the coffee available on supermarket shelves is typically made from Arabica beans. Arabica, which accounts for approximately 60-70% of global coffee production, is favored for its smoother and more nuanced flavor profile. In contrast, robusta beans, known for their stronger and more bitter taste, are often used in instant coffee and some espresso blends. However, robusta beans represent a smaller portion of the coffee sold in supermarkets.

Marketing and Consumer Perception

The dominance of Arabica in the U.S. supermarket coffee market is largely due to marketing strategies. American marketers are perceptive of the taste preferences of their consumers. When Maxwell House launched a new campaign to remove robusta beans from their standard store-shelf blends, it signaled a shift in market trends. Folgers, a leading brand in the U.S., has consistently claimed to use all Arabica beans. The phrases "arabica" and "quality" are often interchangeable in the consumer perception.

Historical Context: No More Robusta Campaign

Before Maxwell House's switch to Arabica, Folgers would often highlight the use of Arabica beans to position their product as superior. This marketing strategy worked well, but it led to a retraction in 2008/09. Folgers continued to claim that "that other brand" used robusta beans, which was no longer true. The retraction in the August 2008/2009 New York Times NYT demonstrates the importance of staying current in marketing and accurately representing product claims.

Taste vs. Value

From a taste perspective, Arabica is generally preferred. However, for many consumers, the choice is driven by value. Many people are willing to pay more for a Lavazza Moka pot blend, which contains up to 25% robusta. Most good barista shops have espresso blends that include 4 to 15% robusta, incorporating its bitter qualities into the blend.

It's important to note that not all Arabica beans are of the highest quality. While some top-tier Arabica beans are identifiable, a large portion of Arabica used in mass-market blends is of lower quality compared to robusta. Growers in certain countries, particularly Brazil and Indonesia, are experimenting with improving robusta quality, and there is still significant room for improvement.

Cultural and Regional Preferences

Regional preferences also play a role in coffee consumption. In countries like Vietnam, the popularity of coffee and condensed milk blends made from robusta beans is high. In Thailand, robusta is used to make the popular coffee and cardamom ice drink, despite the harshness of the beans. Most Americans, even in the United States, prefer blends that include robusta, such as the New Orleans blend, which combines Arabica with chicory.

Italy, a country known for its coffee culture, also demonstrates the dual nature of robusta consumption. The price point of coffee is crucial in Italy, and if it exceeds 1 Euro per serving, customers often choose to make their own coffee using moka pots. This indicates that the choice between Arabica and robusta is not solely based on quality but also on cost and perception.

In conclusion, while Arabica beans dominate the U.S. supermarket coffee market due to marketing and consumer preferences, the choice between Arabica and robusta is more complex than it might seem. It is influenced by taste, value, regional preferences, and even cultural practices. Understanding these factors can provide a more comprehensive view of the current landscape of coffee consumption in the United States.