Gourmet Reaches Record 61%

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Consumption is static with 63% drinking at least one cup a day, but nearly two-thirds of American coffee drinkers now spend more for quality. They are also drinking less coffee at home and during the morning hours after breakfast and more coffee beverages in the afternoon.

By Dan Bolton

Past-day consumption of coffee is stable but US coffee drinkers are making dynamic choices as to when they drink, where they drink, and the type of coffee they prefer. Espresso-based beverages, for example, remain at an all-time high for the third year in a row, according to the most recent National Coffee Data Trends (NCDT) report, an annual consumer survey conducted each January for the past 70 years by the National Coffee Association (NCA).

Consumption of traditional coffee by past-day drinkers has declined 7% since 2012 as the popularity of espresso and espresso-based drinks rose 10% during the same period. Espresso-based beverages include cappuccino, lattes, cafe mocha, macchiato, flat white (now at 5% penetration past-week), and the caffé Americano.

Gourmet refers to coffee drunk hot or cold that is brewed from premium whole bean or ground varieties. This year the percentage of gourmet cups consumed past-day hit a record 61% compared to 39% seen for those who drank non-gourmet.

Last year NCA recognized a new coffee category it labeled “non-espresso-based beverages.” Respondents were asked about their preference for cold brew and frozen blended coffee as well as nitrogen-infused coffee. Penetration continues to climb within this segment, reaching 11% in 2019 from zero in the past decade.

Energized under 40

While the quantity of coffee consumed and the number of past-day drinkers held steady, there are significant adaptations among the young. The youngest age groups are far more likely to consume coffee out-of-home (65% vs. 21% of those aged 60+). “This is driven by consumption in eating places among this group. In 2019, 30% of the 18-24 past-day coffee drinkers reported drinking coffee in eating places, which is 8 points higher than in 2018,” according to the survey, conducted by Datassential.

“Overall, the gap between age groups has widened this year [30% points in 2019 vs. 16 points in 2018]. At-home consumption among 18-24-year-olds has dropped significantly from 71% in 2018 to 60% this year,” according to the survey.

“Consistent with previous years, in 2019, 46% of past-day coffee drinkers who bought their coffee at a quick service restaurant, café, donut shop, convenience store, or gas station, did so at a drive-through,” according to the survey. This number has increased from 42% in 2015. Ordering by mobile app has increased to 17% past-day and 27% past-week among out-of-home drinkers with delivery at 6% (past-week).

In 2019 66% of all coffee cups were consumed at home. Eating places (12%) and workplaces (11%) are the next most popular consumption venues.

Breakfast in decline

Breakfast continues to be the dominate daypart for coffee consumption (82% past-day) but breakfast and morning consumption (37% past-day) are in decline.

“In recent years, there has been a gradual erosion of breakfast consumption paired with stronger consumption in later dayparts,” according to NCDT.  “This has been attributed to the strengthening of espresso-based beverages which are prepared outside the home and drunk later in the day.” The report found 25% of past-day drinkers consuming coffee in the afternoon, up from 19% in 2012.

Less coffee is being consumed in the workplace but most office coffee (64%) is prepared on location. This is down from 74% in 2017. Commuters bringing coffee to work account for 36% of cups consumed at-work. The study found that 9% of past-day coffee was consumed while traveling.

In 2019, 57% of past-day coffee drinkers said they consumed their coffee at-home, a tally rising to 79% for those aged 60+.

Panel perspective

During its annual convention in Atlanta, NCA convened a panel of coffee experts to review and respond to findings in the newly formatted NCDT. Panelists included Kyle Newkirk, s.v.p. commodities and global sourcing at S&D Coffee & Tea, Inc.; Andi Trindle Mersch, Philz Coffee, San Francisco; and Jonathan White, e.v.p. White Coffee.

Moderated by Mark DiDomenico at Datassential, the group considered the impact of aging. Older consumers remain the most loyal to coffee (72%) past-day while 18-24 year-olds report somewhat lower participation at 47%, noted DiDomenico.

By 2035, there will be more people over 65 than there are under 18, he noted.

This year’s NCDT is formatted as a Powerpoint to share with staff and clients making statistics, trend lines, and comparisons to previous reports more accessible.

Learn more: nca.org