For Roasters & Retailers

Study: Gourmet Coffee Growing


The National Coffee Association USA recently dropped its annual survey results, and, as usual, there’s a wealth of information to sift through to better understand the state of coffee drinking in America. The quick take: While overall coffee consumption remains steady, more Americans are turning to gourmet beans.

Yep, it seems America is becoming a coffee-snob country. Or something close to it.

Every year since 1950, the NCA has commissioned a survey to learn about the nation’s coffee habits. This year’s online survey was collected in mid- to late-January and included 2,815 respondents, ages 18 and older, who had consumed a beverage other than tap water the previous day. (You don’t actually have to drink coffee to take part in the survey.) It aims to be authoritative.

According to this year’s finding, coffee remains the No. 1 drink: Sixty-three percent of the respondents said they drank a coffee beverage (drip coffee, espresso, latte, cold brew, Unicorn Frappuccino, etc.) the previous day, a click down from 64 percent in 2018. (The second-most consumed beverage was unflavored bottled water.) Of those coffee drinkers, 61 percent said they had knocked back a “gourmet” cup of joe. This, according to the NCA, is the first time gourmet coffee has crossed the 60 percent threshold. Gourmet coffee drinkers clocked in at 48 percent in 2015 and rose to 58 percent last year.

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