Dive Summary:
- The National Coffee Association's National Coffee Drinking Trends study has been released, showing 83% of adults in the U.S. drink coffee, up 5% from last year.
- Single-cup coffee machines saw a huge increase in popularity, growing from 4% to 13% daily use, while Hispanic-Americans are still the fastest growing and most prolific coffee drinkers.
- Young people tend to favor espresso style drinks, which include lattes and cappuccinos, while older Americans are still craving that classic cup of joe.
From the article:
Younger consumers also showed more affinity for espresso-based beverages, with 16% of those aged 18 to 39 years drinking them in the past day compared with just 6% of those over age 60. However, overall daily consumption of coffee by younger consumers appears to have dropped. Among those aged 18 to 24 years, daily overall coffee consumption fell to 41% from 50% last year, and for those aged 25 to 39 years to 59% from 63%. However, the 2013 figures are more consistent with levels in earlier years, suggesting that this year's decline indicates volatility in these segments rather than softening. Conversely, overall daily consumption of coffee among those over age 60 rose to 76% from 71% last year, and for those aged 40 to 59 years to 69% from 65% in 2012.