A New Study Shows The Trends

"Americans are taking a more expansive view of coffee, and turning new attitudes into consistent behaviors that are expanding the category. With vigorous acceptance of new market options and a growing cafe culture, we may be on the brink of a new renaissance for coffee." ~~ Robert F. Nelson, CEO of the NCA The National Coffee Association (NCA) released a study not to long about with the newest trends in the coffee market. Here is a view of the numbers that they came up with. Daily adult consumption up to 56% (up for the second straight year) Overall consumption reached 82% 68% of people drink coffee once a week These trends are driven by the 25-39 years of age group Daily consumption of "gourmet" coffee remained steady at 16% This study also took a look at how people feel about the health benefits and consequences of coffee consumption. It seems that consumers are always trying to find the health benefits behind tea and coffee and it shows in the numbers. People saying "coffee is good for my health" jumped from 26% in 2005 to 40% in 2006 People saying "in the past year, I have heard information about health benefits of coffee" also jumped to 53% this year from 37% last year. This study brushes up against the "coffee rejecters" -- those who quite drinking coffee -- but does not provide any data. I think that would be an interesting part of the study to really look at. Was it lack of education about what they were drinking? Boredom? Expense? (If you have access to these numbers, let me know!) I think an interesting find in this study is that coffee is not tied with soft drinks in daily market penetration for the first time since 1990. You can see how people are jumping on and finding a passion for coffee. This is why we, as retailers, need to spend as much time showing how coffee works, what is it, and how to appreciate it more. I think these numbers also show that quality of US coffee is on the rise. There are better baristas serving fine coffees and the culture of the US coffee industry is thriving. How high can these numbers get? I guess only time will tell. (all numbers taken from a report in the July edition of Tea and Coffee Trade Journal) ..be bold Tagged: NCA, coffee, espresso, trends in coffee, cafe evoke, coffee catering, bozeman, montana