Recently I have read some posts from folks in the coffee industry that were not using the term “acidity” with consumers since the term sounds negative or problematic. Terms like ‘juicy’ or ‘lively’ were substituted instead. More coffee descriptors are describing the aroma, body and flavors of the coffee and few use acidity in their descriptions.
I have even heard this discussion from many baristas not wanting to turn customers off of a coffee by describing the level of acidity. Part of the challenge is that acidity does sound caustic, sour or acidy. Recently I was doing some training with individuals and acidity was more often confused with bitterness or sourness.