1 of 5
![News-624x366-2024-driveresearch-00.jpg News-624x366-2024-driveresearch-00.jpg](https://stir-tea-coffee.com/downloads/4423/download/News-624x366-2024-driveresearch-00.jpg?cb=b96a613a6217927ff41aa3b61ed35265&w={width}&h={height})
2 of 5
![News-624x366-2024-driveresearch.jpg News-624x366-2024-driveresearch.jpg](https://stir-tea-coffee.com/downloads/4424/download/News-624x366-2024-driveresearch.jpg?cb=0e103ded5dd11cad316cafe7e4feb558&w={width}&h={height})
3 of 5
![News-624x366-2024-driveresearch-02.jpg News-624x366-2024-driveresearch-02.jpg](https://stir-tea-coffee.com/downloads/4425/download/News-624x366-2024-driveresearch-02.jpg?cb=52685499123fb34210f928cd87c3e790&w={width}&h={height})
4 of 5
![News-624x366-2024-driveresearch-03.jpg News-624x366-2024-driveresearch-03.jpg](https://stir-tea-coffee.com/downloads/4426/download/News-624x366-2024-driveresearch-03.jpg?cb=d5ff4bde561df55265c4a0566524b5ec&w={width}&h={height})
5 of 5
![News-624x366-2024-driveresearch-04.jpg News-624x366-2024-driveresearch-04.jpg](https://stir-tea-coffee.com/downloads/4427/download/News-624x366-2024-driveresearch-04.jpg?cb=4ef66c3db54ad18e52a5066c04fad028&w={width}&h={height})
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.