Are You Part of the 83%?
That’s the number of American adults who now say they drink coffee. That’s up from 78% last year.
So says the NCA’s newly published market research report, the 2013 National Coffee Drinking Trends. Maybe you’re also among the 75% who consume coffee at least once a week. Or, perhaps among the 63% who drink it every day.
If you drank a gourmet coffee beverage yesterday, you’re also in good company. Nearly one-third of American adults joined you, pushing total gourmet cups to 43% of all cups of coffee consumed. If you drank your coffee at home yesterday, you joined 80% of your fellow Americans, although 31%went out – that means many had some coffee both at home and away.
If you made coffee at home, did you brew up a pot yourself? Did you use an electric drip coffee maker like a Mr. Coffee? Or, have you jumped into single-cup? Drip brewing is still #1, but single-cup is closing in fast. According to NCA’s new report, 12% of American adults now own a single-cup brewer, up from 10% last year and 7% in 2011. Awareness of the new brewing format is exploding even faster, up 11 percentage points from last year.
Coffee drinking habits also vary by ethnicity. Last year, NCA started using survey panels that aligned proportionately with the changing makeup of the U.S. population. That gave the industry a first look at coffee habits among the growing Hispanic-American population. What NCA found was that Hispanic-Americans drink more coffee than the overall population and other ethnic groups.
Seventy-six percent of Hispanic-Americans told us they drank coffee yesterday. That’s 13 percentage points ahead of the total population. By comparison, 47% of African-Americans and 64% of Caucasian-Americans drink coffee daily. Within the Hispanic-American population, too, there were differences based on degrees of acculturation and country of origin.
And, there is much more information in NCA’s new market research report. Find out where you and your customers stand on the coffee personality spectrum. How typical is your behavior? Where is the sweet spot for product planning? Can you jump the shark and get out ahead of your peers and competitors?
You can’t ride the wave without knowing how the tide is running. That’s where the NCA’s 2013 National Coffee Drinking Trends comes in. Visit www.ncausa.org for more information or to order your copy.