MILAN – American consumers are increasingly switching to single-cup brewing systems and drink more gourmet coffee, but overall consumption may be declining, according to the National Coffee Drinking Trends 2014.
Key findings from NCA’s annual survey on coffee consumption trends of U.S. consumers were presented to coffee industry players at the Association’s 103rd Annual Convention in New Orleans on Saturday.
The survey was conducted between January and February on a representative sample of 2,741 adults aged 18 or more.
The margin of error declared is plus or minus 1.9%.
The number of American adults who enjoy a daily cup of coffee has dropped to 61% this year, from 63% in 2013, says the study.
This is due a decrease in the daily non-gourmet coffee drinking which stands at 35%, down from last year’s 39%.
Coffee consumption currently skews toward older consumers and is less popular among those under 24. Among the 18 to 39 age group, about 20% indicated they consumed at least one sports drink or energy shot within the past day.
However, coffee remains more popular than soft drinks and even tap water in the U.S.
More than 90 percent of respondents preferred their coffee hot, while eight in 10 coffee drinkers added another ingredient (sweeteners, milk or other ingredients) — to their cuppa.
Americans are drinking more gourmet coffee on a daily basis, with 34% of the adults surveyed saying they drink this every day, up from 31%in 2013.
Espresso-based coffee drinks such as cappuccinos and lattes showed a vibrant growth, with 18% percent of interviewees saying they drink these daily, up from 13% last year.
According to the survey, 42% of Americans aged from 25 39 years consume gourmet coffee on a daily basis, as compared with about one-third of consumers aged 18-24 and 40-59, and one-quarter of consumers over 60.
It is also interesting to note that the number of Americans using coffee capsules or coffee pods to brew their java is on the rise. In fact, 29% of respondents said they had prepared the previous day’s coffee using a single-cup brewer sharply up from 20% in 2013.
Of those surveyed, 15% said they had a single-cup brewer in their homes, up from 12% one year prior and 10% in 2012, and 25% said they were likely to buy one in the next six months.
