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Coffee Drinking Trends 2013: A Look Back

Americans Drink Less Coffee in 2013?
coffee trends infographic top barAre Americans abandoning their love for the ordinary cup of Joe? The National Coffee Association USA has just released its latest annual National Coffee Drinking Trends report. Among its findings – fewer Americans report drinking at least one cup of coffee daily in 2013 than in 2012. Coffee shops and coffee roasters needn’t worry, though. A clear majority of American adults – 63% — still say they drink at least one cup of coffee a day, and 75% indulge at least once a week. Those were only two of the key findings from the coffee drinking trends report, which is published for the trade but nearly always makes national news — because, of course, we are obsessed with our coffee.

Should Coffee Shops Worry?

One concerning statistic contained in the national coffee drinking trends for 2014 is the declining market for coffee among younger Americans. According to the report, Americans over the age of 40 actually drank more coffee last year: up 4% for those age 40-59 and 5% among those 60+. However, the 25- to 29-year-old cohort reduced their coffee drinking by 4% and those in the 18- to 24-year-old bracket dropped their coffee drinking habit by a whopping 9%. That may be because a lot of them are trading out their java fixes for energy drinks, speculate a lot of industry analysts.

Still, coffee shops and specialty coffee roasters shouldn’t worry too much. While consumption of coffee overall is down 7% from last year, consumption of “gourmet coffee” — which the coffee drinking trends survey allows respondents to self-define — is up 5%. And that number also seems strongly weighted by age group. Only 6% of Americans age 60+ reported drinking an espresso-based beverage in the past day, a full 15% of those in the 18-39 age group said they’d had a latte, espresso, cappuccino or other espresso drink in the past day.

National Coffee Drinking Trends @ Home

When it comes to drinking coffee at home, more and more Americans love their single cup coffee brewers. Since 2010, the percentage of Americans who drank coffee made in a single cup brewer has risen from 4% to 13%, and 1 in 8 survey respondents reported that they own a Keurig or other single cup coffee maker and 25% say they plan to buy one in the next six months. In the same amount of time, people who say they drink coffee made in a drip coffee maker has dropped 6%, from 43% to 37%.

 National Coffee Drinking Trends 2013 Infographic

Here’s the full infographic released by NCAUSA – enjoy!

2013 coffee drinking trends infographic

Deb Powers has been reading about coffee, drinking coffee, brewing coffee, writing about coffee and roasting her own coffee for nearly 30 years.She confesses to being a coffee wonk and finds endless fascination in even the most meta of coffee information.
Deb Powers on Google+
Deb Powers (Chamie) at ROASTe.com

Deb Powers – who has written posts on CoffeeBreak.Today.


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