Overall coffee consumption is up 5 percent this year among Americans. According to a National Coffee Drinking Trends (NCDT) market research study recently conducted by the National Coffee Association (NCA), 83 percent of the U.S. adult population now drinks coffee, compared to 78 percent in 2012. At the same time, daily consumption has remained strong and steady at 63 percent, while those who drink coffee at least once per week went up slightly to 75 percent.
Hispanic-Americans lead consumption
Past-day coffee consumption among Hispanic-Americans again outpaced that of other Americans, further affirming data identified last year when the NCA began tracking ethnic consumption. Seventy-six percent of adult Hispanic-Americans said they drank coffee yesterday, 13 percentage points ahead of the total population. By comparison, 47 percent of African-Americans and 64 percent of Caucasian-Americans said they drank coffee yesterday.
Single cup also increases
In other NCDT data, the single-cup brewing format continues to grow steadily. Of the U.S. population, 13 percent said they drank a coffee made in a single-cup brewer yesterday. This is up from just 4 percent in 2010, according to the NCA. By contrast, past-day consumption of a coffee made in a drip coffee maker has dropped to 37 percent from 43 percent over the same period. Awareness of single-cup brewers reached 82 percent, up by 11 points from last year, while ownership has grown to 12 percent from 10 percent.
Consumption of gourmet coffee also remained strong and steady, with nearly one third (31 percent) of the population partaking each day. At the same time, consumption of traditional coffee was off by seven percentage points to 49 percent versus 56 percent in 2012.
The NCDT study has been conducted annually by NCA since 1950 and engages a nationally representative sample of more than 2,000 people aged 18 and older. Respondents are selected from an online panel with ethnic breakouts aligned proportionately with the makeup of the U.S. population. Respondents complete the survey online in English or Spanish at their choosing. Data was collected mid-January through mid-February 2013 with daily quotas to ensure a balanced mix of days of the week.