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.
From antioxidants to acidity, how is cold brew different from hot coffee?
Cold brew is the hottest trend in coffee: The domestic cold brew coffee market grew 580% from 2011 to 2016, according to research from Mintel.
Now, new research from Philadelphia University + Thomas Jefferson University found chemical differences between hot and cold brew coffee, which may have potential health impacts.
The data geeks over at Square and the SCA recently released some interesting statistics about how and when Americans are getting their caffeine fix.
From the iced coffee vs. cold-brew debate to the new alt milk, here’s a breakdown of what Americans are ordering at their local coffee shops each day:
Generation Z and young millennial consumers are driving RTD market trends
Top industry trends to watch, according to the latest market research.
US cold brew has emerged as a vibrant growth segment for the global coffee market.
Related Resources: RTD & Cold Brew
The NCA Cold Brew Toolkit & FAQ
Science-based guidance for the coffee industry
NCA Coffee Market Snapshot Reports
25% discount extended for a limited time only!
Webinar: What’s Brewing in RTD Coffee
The following post is adapted from the Tea & Coffee Trade Journal Editor’s Blog
The weather is turning cooler — but RTD coffee does not seem to need hot weather to entice consumers. The appeal is already there and growing.
According to research from the Mintel Global New Products Database (GNPD), in 2017 approximately one in five (19%) global new coffee launches was iced, ready-to-drink (RTD), up from 16% in 2015.
New! NCA Workshop for Coffee Professionals:
The Business & Safety of Cold Brew | Nov. 6 | Sponsored by: Toddy, LLC
What is cold brew coffee?
“At its core, cold brew is a brewing method, not a serving method,” explains Mark Corey, Ph.D., NCA Director of Scientific & Government Affairs.
Dr. Corey led a team of specialized experts to develop the NCA Cold Brew Toolkit, now available to the entire coffee industry. (Read more background about the report and related food safety considerations.)
The Toolkit offers science-based technical guidance and recommended best practices – visit the NCA website for more details.
While working on the report, we received a lot of questions – from consumers and companies alike – about the beverage market’s hottest trend.
Here are some expert-approved answers to common questions about what “cold brew coffee” really means:
New market research takes a closer look at the most popular late-night study aid (and early morning eye-opener) on campus.
By Brian Sudano, Managing Partner, Beverage Marketing Corporation
It’s been a scorcher on the East Coast so far this summer. But September is approaching soon – which means cooler weather and back-to-school season.
College students are a growing demographic: U.S. enrollment for public or private colleges is estimated to reach nearly 20 million in 2018. And their consumption habits offer some interesting insight into the next generation of trends.
In our recent BMC report, “U.S. College Student Beverage Consumption and Attitudes,” we took a deep dive into college student beverage consumption behavior, which we think is a great way to peer into the crystal ball of the future of the industry. We took an especially close look at student attitudes toward coffee, everyone’s favorite early eye-opener and late-night study aid.
Here’s what we found.
The NCA Cold Brew Toolkit draft will be open for coffee industry comment through the end of May
An edited version of the following article was originally published in the May 2018 issue of Tea & Coffee Trade Journal
Cold brew has taken off – and it’s changing the way we drink coffee.
Total retail sales of refrigerated cold brew grew by about 460 percent from 2015 to 2017, reaching an estimated $38.1 million in sales this year, according to research from Mintel.
And, unlike avocado lattes, cold brew is more than a passing trend. About 10% of coffee drinkers reported having cold brew daily in 2017, according to the NCA National Coffee Drinking Trends report – up from only 1% in 2015. Experts predict that this category will continue to drive coffee market growth.
But despite of – or perhaps due to – this sudden popularity, there are still a lot of questions and misconceptions around cold brew. This is especially true for coffee companies that are considering making, serving, or selling cold brew.
2017 was a big year for coffee.
What – and where – we drink is changing. Specialty trends moved into the mainstream, from the cold brew craze to the rise of RTD. Today, consumers have unprecedented control to customize their beverage, from unique flavors to nutrition-driven additives (oat milk, anyone?).
To reflect how these changes are reshaping our industry, the NCA even added a new “gourmet” category to our National Coffee Drinking Trends report.
Yet at the same time, the fundamentals of coffee remain as relevant as ever. Whether you’re a brewing beginner or a brilliant barista, understanding the basics of what makes a quality cup is still crucial to developing and refining new brew methods and flavors. For instance: Extraction will always be a factor, and your equipment needs to be clean.
We’re looking forward to what the next year will bring – we’re seeing a lot of exciting new research on coffee and health, opportunities to improve industry best practices, and critical developments in sustainability.
But the New Year is also an opportunity to reflect on where we’ve been. Here are the most popular NCA blog posts in 2017, highlighting the importance of both innovation and tradition in the world of coffee.
By Eric Penicka, Research Analyst, Euromonitor International
In recent years, RTD coffee has been dramatically redefined by beverage manufacturers through the advent of cold brew coffee. Cold brew coffee is coffee brewed without heat, with coffee grounds steeped for several hours to extract flavor and caffeine. The end coffee is one which is naturally sweeter, less acidic, more caffeinated and ultimately more artisanal. This kind of coffee is different from traditional iced coffee, which is hot brewed coffee, iced or chilled, and in most cases sweetened and mixed with dairy.
While currently cold brew coffee is typically offered in on-trade establishments (which Euromonitor International would capture under fresh coffee beans consumed in the on-trade), coffee beverage manufacturers have been quick to identify the trend and produce cold brew coffee for RTD consumption. While still nascent, the dust surrounding RTD cold brew’s explosion has slowly begun to settle, with brands such as Stumptown, Califia, and High Brew emerging to define this new niche.
The following post is adapted from Harvard T.H. Chan School of Public Health News
Science shows coffee can have major health perks at any temperature.
Summer’s hottest drink is also a healthy way to beat the heat.
Cold brew coffee — made by steeping coffee grounds in cold water overnight or longer — is just as healthy as regular coffee, according to Frank Hu, Ph.D., chair of the Department of Nutrition at Harvard T.H. Chan School of Public Health, in a recent Health.com article.