JOLT IN STATS SEEN
AMONG YOUNGER CONSUMERS AND GOURMET VARIETIES.
GUEST BLOG / By
National Coffee Association--“More of us are drinking coffee, and younger consumers
appear to be leading the charge,” said Bill Murray, NCA president and CEO. “A
steadily growing taste for gourmet varieties is
also
driving a wider trend toward specialty beverages.”
The
percentage of Americans drinking coffee on a daily
basis
increased to 62% this year, up from 57% in 2016, according to the NCA’s 2017
Daily
U.S. coffee consumption tracking report released by the
NCA
shows consumption back above 2014 levels, reversing slow declines since 2013.
Demographics:
While
the frequency of daily consumption continued to grow for all age groups, the
most robust increase occurred among those 13-18, whose daily consumption rose
to 37% in 2017
from
31% in 2016, capping a 14-point increase over 2014’s 23%.
The
40-59 group showed
an
11-point uptick over last year – moving from 53% in 2016 to 64% in 2017 – but
the increase essentially restored levels seen in 2014.
Those
60+ moved to 68% in 2017 from 64% last year, while the 25-39 year olds
increased from 60% to 63%, and the 18-24 cohort
edged
up to 50% from 2016’s 48%.
Soaring Gourmet
Numbers
However,
when gourmet coffee beverages are singled out, the changes were even more dramatic.
Compared with last year, daily consumption among those 40-59 jumped to 39% in
2017
versus 24% in 2016.
Consumption
increases among the other age groups were: 36%
to
39% for those 18-24, 41% to 50% for the 25-39 year olds, and 24% to 34% among
the 60+ cohort.
And
among 13-18 year olds, 29% drank a gourmet coffee beverage almost daily, compared
with 19% for traditional coffee, and a 70% share of the cups they drank were
gourmet
versus 30% non-gourmet.
Gourmet Varieties
Clearly,
consumer enthusiasm for gourmet varieties also drove the year’s overall
consumption
increase.
•
The 2017 results show the largest one-year increase in past-day espresso-based
beverages
in NCDT history – a jump from 18 to 24%.
•
In another NCDT record, more than half of all cups of coffee consumed in the
pastday
were
gourmet – 59% in 2017 versus 46% in 2012.
•
“Non-Espresso-Based Beverages,” a new category for 2017 consisting of non-espresso,
gourmet coffee-based beverages, made a strong debut in 2017.
Non-Espresso consumption:
* Frozen Blended - 14%
* Cold Brew – 11%
* Nitrogen-infused - 3%.
Single-Cup
Single-cup
brewing continues to grow exponentially in 2017. New data shows that nearly one-third
of American households (33%) now own a single-cup brewer, up from 29% in
2016.
That means since 2012, ownership has grown nearly five-fold.
Thirteen
to eighteen year olds reported that single-cup ownership in their households
jumped from 23% to 31%
over
the last two years.
Purchase
intent also increased – those who would “definitely or probably buy” a
single-cup brewer jumped to 17% in 2017, up from 10% in 2016. Similarly,
definite or probable gifting
intent
jumped by 5 percentage points over last year.
National Coffee
Drinking Trends (NCDT)
The
NCDT has been conducted annually by the NCA since 1950. It is the longest
available statistical series tracking consumer attitudes and behaviors, and has
become an industry standard
reference
tool. The study engages a nationally representative sample of about 3,000
people aged 13 and older. Respondents are selected from an online panel with
ethnic breakouts aligned proportionately with the makeup of the U.S. population.
SOURCE:
NATIONAL COFFEE
ASSN.
45
Broadway, Suite 1140
New
York, NY 10006
Tel.
(212) 766-4007
Fax
(212) 766-5815
www.ncausa.org
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