National Coffee Drinking Trends Report 2013

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hand holding coffee beansThe National Coffee Association, the first trade association for the U.S. coffee industry founded in 1911, recently released data pertaining to coffee consumption in the United States. The NCA National Coffee Drinking Trends or NCDT market research study, has been conducted each and every year by NCA since 1950. It is the longest running historical record of American coffee attitudes and behaviors.

What the NCDT consists of is an annual consumer survey that measures the U.S. coffee quotient. The 2013 NCDT surveyed 2,840 people age 18 and over.

According to the study, a whopping 83% of the adult population of the United States drinks coffee, up from 78% in 2012. 63% consume coffee on a daily basis, while 75% confess to drinking coffee at least once per week.

The NCDT also looked at coffee consumption amongst ethnic groups. Hispanic-Americans are the biggest coffee drinkers in the U.S. 76% percent of adult Hispanic-Americans said they drank coffee the day before, while 47% of African-Americans and 64% of Caucasian-Americans said they drank coffee yesterday.

The NCDT data also indicates growth in the single cup coffee market, with 13% of Americans confessing to drinking coffee brewed in a single cup coffee maker the day before, up 4 percentage points from 2010. At the same time, consumption of a coffee made in a traditional drip coffee maker has dropped to 37% from 43% over that same period. Overall awareness of single cup machines was up by 11 points from last year, at 82%, and single cup machine ownership has grown to 12% from 10% last year.

According to the study, the gourmet coffee beverage industry remained strong, with 31% of the population saying they drink gourmet coffee every day. At the same time, consumption of traditional coffee fell by seven percentage points to 49% from 56% in 2012.

Other key findings were that overall daily coffee consumption among those 18 to 24 dropped to 41% from 50% the previous year, and among those ages 25 to 39, overall consumption fell 4 points to 59%. For those aged 60 and older, consumption rose to 76% from 71% last year, and for those 40-59 to 69% from 65% in 2012.

To get a copy of the NCDT, visit the National Coffee Association’s website. Oh, it will cost you around five hundred bucks.

Source: http://www.ncausa.org/

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