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.
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.
Clearly, consumer enthusiasm for gourmet varieties also drove the year’s overall
• 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.
* Frozen Blended - 14%
* Cold Brew – 11%
* Nitrogen-infused - 3%.
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.
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