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A January online survey of US consumers revealed that 73% of respondents drink coffee every day, according to Drive Research. While coffee is known to provide a sometimes necessary boost of energy and alertness, the caffeine high is not the number one factor driving coffee consumption.
For 83% of consumers, taste is the most influential reason they drink coffee. This reason tops others, such as coffee giving people energy (67%), increasing their productivity (43%), and its perceived health benefits (29%).
With most people drinking coffee for the taste, it is no surprise that only 18% of people prefer to drink their coffee black – a 56% decrease from 2022. This suggests a notable change in growing preferences for coffee variations with added flavors such as milk/creamer (39%), sweetener (5%), or both (38%).
More specifically, almond and oat milk are increasingly popular among coffee drinkers. According to 2024 coffee survey data, preferences for oat milk grew by 90%, and preferences for almond milk grew by 71% since 2022, writes Drive Research.
Furthermore, people love the taste of coffee so much that they consume it in other ways than their morning or afternoon pick-me-up. Over half of the respondents enjoy coffee cake (61%) and coffee ice cream (54%).
To uncover more 2024 coffee consumer insights and trends, the report is available for download on the Drive Research website.