The Consumers
The Consumers - Consumers perceive coffee in a very different way than professionals. Coffee is a daily beverage for them (rather than a luxury or unique occasion beverage), and most coffee drinkers start their day with it.
During meetings and when friends "get together for coffee," it is usually served to groups. Some individuals drink coffee because it gives them energy, while others are caffeine sensitive or prefer to avoid it. Thus they choose decaffeinated coffee.
On the other hand, the growth …