Infographic: The Growth of Gourmet Coffee Among Ethnic Consumers

hanging consumer behaviors and perceptions are creating new opportunities for the coffee industry – especially in cold brew and RTD.

While US daily coffee consumption remained fairly stable in 2019 (64%), we’re seeing a dynamic shift in what types of beverages we’re drinking. 

The NCA 2019 National Coffee Data Trends (NCDT) showed that Hispanic-Americans, African-Americans, Asian-Americans are driving growth in key segments of the coffee market – including gourmet, ready-to-drink, and cold brew.

Understanding the types of beverages that are growing in popularity among these ethnic groups (and the perceptions behind the behavior) may offer new opportunities for the coffee industry to connect and reach more diverse consumers. 

Get more insights into this key market trend in the infographic below:

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From Invisibility Towards Inclusivity: Building Diversity In the Coffee Industry

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Daiane Vital embracing her mother Vanilda de Souza Vital, south of Minal Geraris Brazil. Photo: Danielle Sereio

“The industry must do a better job at telling coffee’s history, beyond those who carried the bean throughout different parts of the world…”
– Phyllis Johnson, BD Imports, NCA Board Member


In the most recent issue, Roast Magazine published an insightful and important article by Phyllis Johnson, NCA board member and BD Imports president & co-founder.

Strong Black Coffee, Why Aren’t African Americans More Prominent in The Coffee Industry?” features perspectives from 14 black coffee professionals.

The following is a summary of the original piece, with new reflections and an update from Johnson’s recent trip to Brazil during International Coffee Week.

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