A pound of wholesale arabica coffee beans has been selling for under $1 since March, the lowest price point in more than a decade. One pound of ground coffee will make about 48 cups.
But experts say consumers will still be paying the same price for a cup of coffee or latte in stores and cafes. While wholesale coffee prices have been dropping, coffee prices for consumers have actually been going up.
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:
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 functional ingredients to sustainable practices, new consumer values are transforming market trends.
The following post originally appeared in Tea & Coffee Trade Journal
The coffee industry is again going through a transformation, driven by shifting consumer values in an increasingly connected global landscape.
Today, people are using their purchasing decisions to support companies that reflect their values and introduce new innovations.
“The theme of this year’s NCA Convention [March 7-9, 2019 in Atlanta] is ‘coffee at a crossroads.’ In this time of unprecedented change, the decisions we make today as an industry will determine our direction in the years to come,” says Bill Murray, NCA President & CEO.
Here’s what to watch (and watch out for) in the year ahead:
Dietary supplements containing pure caffeine are unlawful when sold in bulk quantities directly to consumers, due to the high risk that they will be erroneously consumed at excessive doses, according to the FDA.
The U.S. Food and Drug Administration (FDA) recently issued a new guidance to clarify that selling dietary supplements containing pure or highly concentrated caffeine in bulk quantities directly to consumers is “considered unlawful,” because of the high risk that they will be accidentally consumed at excessive, potentially dangerous doses.
With respect to pure or highly concentrated powdered or liquid caffeine, the National Coffee Association (NCA) supports the FDA’s common-sense measure to protect consumers. But it is important to remember that these products have very little relation to coffee: a single teaspoon of powdered caffeine has as much caffeine as 20 to 28 cups (3,200 mg).
But given the importance employees place on various coffee-related attributes, employed coffee drinkers’ satisfaction with those attributes falls short when applied to their workplace, which suggests that employers can win points by enhancing coffee-related products and services (most employees believe they should not have to pay for coffee at work anyway). Doing so may also translate to growing the bottom line, since employees are likely to view coffee as a productivity tool.