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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How Can the NCA Serve Your Coffee Business?

By Theresa (Terri) Bartlett, NCA Director of Membership

We’re introducing an easier way to pay for small businesses, coffee shops, and independent roasters — and brewing some big-picture benefits.


If you are a small coffee shop operator (ten units or less) or a micro-roastery (5,000 bags a year or fewer), then you are probably already burning the candle at both ends. 

You’re primarily focused on the “basics” – day-to-day challenges like keeping the doors open and the lights burning – even as you are looking down the road at growth opportunities.

The bottom line? Above all, resources are tight.

This is why we’re rolling out an easier way to access National Coffee Association resources – to better serve you. (We’re also offering a special prorated offer on 2019 dues, so you can pick the plan that’s right for you.)

Because while you’re minding the store, we’re minding the big picture:

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Collective Action: An Opportunity For the Entire Coffee Industry

Miguel Zamora at the National Coffee Association Convention. ©2019 Decisive Moment

The power of pre-competitive collaboration to address labor issues at origin.

By Miguel Zamora, Director, Core Markets at Rainforest Alliance & member of the Sustainable Coffee Challenge Advisory Council

View the original post on LinkedIn


The coffee industry depends on the work of millions of workers who arrive to coffee farms all over the world during the harvest to pick coffee. Labor represents the largest portion of cost of production for coffee farming all over the world.

Although they represent millions and are key to the production of coffee, as an industry, we do not understand their situation, challenges, and opportunities enough.

That’s not only wrong, but a big risk for coffee.

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“Why Gender?”

“Gender in Coffee: A Documentary”

A new documentary offers a profoundly human perspective on gender equity and the coffee industry.

Join the National Coffee Association for a special screening hosted by the Coffee Quality Institute on April 4 in New York City. Learn more


What does gender equity mean for a coffee family, a roaster or a coffee drinker?

How do we relate to and connect with one another around the same passion for coffee?

Gender in Coffee: A Documentary” opens up the conversation about the importance of gender equality for the sustainability of the industry.

Filmmakers Xavier Hamon and Hannah Stapleton followed the story of women and men involved in the production, transformation and consumption of coffee between January and March 2017.

Here, watch a preview of the resulting film:

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Photo Recap: NCA 2019 Day of Service

How Coffee Gives Back to the Local Community

The annual Coffee Gives Back Day of Service may have been the most labor-intensive portion for attendees at the NCA 2019 Convention – but it was also the most fun.

Hosted by Jolly Elementary, outside of Atlanta, GA, the (waitlist-only) event was led by the NCA Next Generation Council in partnership with Network Volunteers.

From painting to planting to power-washing, volunteers pitched in to help with much-needed school beautification and maintenance projects. (One overwhelmed teacher shared that she and her husband had been working on weekends and spending their own money to make classroom repairs.)

In one afternoon, the NCA team made the kind of progress only possible when a committed (and well-caffeinated) community comes together for a common cause.

Here are a few highlights from the NCA 2019 Coffee Gives Back Day of Service:

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How to Empower Coffee Communities to Thrive

Inside the community-driven mission of The Coffee Trust, NCA 2019 Origin Charity of the Year

The National Coffee Association recognized The Coffee Trust as the recipient of the 2019 NCA Origin Charity of the Year Award, sponsored by Mother Parker’s Tea & Coffee, during the NCA 2019 Annual Convention in Atlanta.

Two Award finalists – meriting special mention – were Pueblo a Pueblo, Inc. and Strategies for International Development.

[Read the NCA News release and visit the NCA Coffee Charity Showcase to learn more.]

Here, Bill Fishbein, The Coffee Trust Founder and Executive Director, explains from the field what makes this organization so special – and how they are happily working themselves our of jobs in communities at origin.

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3 Highlights From the National Coffee Association USA Convention 2019

Specialty coffee cupping session at the NCA Convention in Atlanta
Spencer Turer (Coffee Analysts), Julie O’Brien (The Coffee Trust), and Monica Walker (Walker Coffee Trading) enjoying a cupping session led by Blue Donkey Coffee at the NCA 2019 Convention in Atlanta

Pt. 1: The Crema the Crop


Leaders, experts, and entrepreneurs from across the coffee industry came together for the 2019 NCA Annual Convention in the Westin Peachtree Plaza Hotel in Atlanta, GA. The 3-day event was themed “Coffee at the Crossroads” and sponsored by Community Coffee, which is currently celebrating its centennial anniversary as a family-owned company.

From networking events to specialty coffee education, the jam-packed (and highly caffeinated) conference offered something for everyone.

Here, we’ve highlighted a few of our favorite moments, with more to come in the weeks ahead.

(If you attended #NCA19 and want to share what you’ve learned, share a comment below or tag @nationalcoffeeusa in your photos!)

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NCA National Coffee Data Trends 2019

Growth Chart

The Behaviors & Perceptions of U.S. Coffee Drinkers

63% of American adults drink coffee daily, according to new market research announced at the 2019 NCA Annual Convention in Atlanta.


The National Coffee Association USA (NCA) offered a first look at the redesigned and rebranded 2019 National Coffee Data Trends (NCDT) today at the 2019 NCA Annual Convention in the Westin Peachtree Plaza Hotel in Atlanta, GA. The NCDT report has tracked consumer behaviors and perceptions shaping coffee trends in the US for almost 70 years.

63% of American adults drink coffee daily, according to the NCDT, steady with 2018 consumption.

“Coffee is America’s most beloved beverage – and for good reason,” said William (Bill) Murray, NCA President & CEO. “New consumer values have changed the game for coffee. But the industry is adapting – and thriving – by embracing innovation and transparency.”

From sustainability to wellness, these realigned priorities mean that consumers are paying more attention to what’s in their cup than ever before.

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Video: The Future of Coffee Pods in North America

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Learn more about the maturing coffee pod market at the 2019 National Coffee Association Convention in Atlanta

Peaking at $5.7 billion in sales in 2016, demand for single-serve capsules has leveled off after capturing a significant portion of the US coffee market, according to Euromonitor market research reported by STiR Magazine.

Experts say that the industry will need to undergo some major changes in order to recapture some of the old excitement and increase growth rates in the category.

What lessons can be learned from the mature pod markets of Western Europe that could be applied to the category in North America?

The Future of Coffee Pods in North America | Market Research Blog

Find out at the 2019 National Coffee Association Convention in Atlanta, on March 7-9.

Euromonitor‘s Matthew Barry will lead an in-depth educational session discussing the coffee pods market in North America, including the effect of private labels and off-brand pods as well as environmental sustainability.

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Sustainability Standards: More Complex For Coffee Than Wine

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Leading sustainability standards for coffee are truly international and used worldwide.

By Morten Scholer, former UN advisor and author of the recent book Coffee and Wine: Two Worlds Compared 

 Part I: Sustainability Standards For Coffee – With Hidden Agendas


The coffee sector looks up to the wine sector for several reasons – including the wine sector’s long and prestigious history, the sensory descriptions, the sophisticated branding with use of terms like terroir, and the (sometimes) high prices.

While the coffee sector can no doubt learn a lot from wine, there are also areas where the wine sector has reason to admire coffee – and sustainability standards is one of them.

Sustainability standards are in several ways more complex for coffee than for wine, especially in terms of developing the standards, training, compliance, and monitoring.

This is certainly not to say that it is easy for the wine community, but here are four of the reasons.

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