Coffee сonsumption practices and lifestyle (based on a survey of residents of the Volgograd region)

The research presents the results of quantitative (formalized interview) and qualitative (in-depth interview) studies of daily practices of coffee consumption by Russians. Considering beverages as a component of nutrition is an important source of information about the socio-cultural specifics of various countries, their regions and cities. The formation of traditions in the field of beverage consumption is associated with the lifestyle of the population and its dynamics, with the processes of creating social meanings of this consumption by respondents. The authors focused on the importance of coffee consumption in various spheres of life of the regional population of Russia. It is noted that, as a rule, people prefer to drink coffee at home in the morning and in the afternoon being at work in order to increase their energy levels and working capacity. The choice of type and brand of coffee depends on the price, as well as the simplicity and speed of preparation. It is proved that social significance of coffee manifests itself more at the individual-personal level. Therefore, people drink a fragrant drink in order to enjoy the sensation of its taste, although the importance of the coffee ceremony and the commitment to tradition cannot be denied. At the same time, the young generation’s addiction to coffee can be largely explained by the influence of family practices on the consumption of this drink and warm memories of a pleasant coffee smell from their childhood.