National Coffee Data Trends 2019

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National Coffee Data Trends 2019

NCA Member Only Access
Webinar Recording

The 2019 annual NCA tracking report reveals growth in the gourmet coffee category is being fueled by key ethnic groups. Discover the new opportunities among ethnic groups – Hispanic-Americans, African-Americans, Asian-Americans – by understanding the types of beverages that are growing among these groups and some of the perceptions that help to explain this growth.

Webinar Highlights:

  1. Coffee consumption is growing among African-Americans – find out which beverages are growing and why it’ll be important for marketers to understand the behaviors and attitudes of this demographic group in the coming years.
  2. Hispanic-Americans have in the past, led the way in coffee consumption compared to other ethnic groups. Will they also pave the way in the growth of a coffee beverage that’s been under the radar for the last few years?
  3. Ready-to-drink (RTD) and Cold Brew beverages are the latest coffee trends fueling the category – find out what the three ethnic groups think about these coffee types and key talking points to consider in your next marketing campaign.



Cheryl Hung, Vice President of Research, Dig Insights

Cheryl’s career in market research began in a small boutique coding verbatims. She was quickly exposed to a variety of quantitative and qualitative methodologies, providing her with opportunities to help clients solve their business issues with innovative approaches to analyze consumer behavior. Over the last several years, Cheryl has led the analysis on the National Coffee Association and Canadian Association of Canada’s annual beverage tracking studies.

Prior to joining Dig, Cheryl worked at TNS, a global market research firm. She led several international studies for multinational companies including launching packaged potatoes and exploring life insurance policies in Asia, and introducing new beer brands to Latin America. She was an integral part of the Brand & Communications team, allowing her to gain valuable strategic experience both at home in Canada, and internationally on all brand-related initiatives.

5 Reasons to Attend the NCA Convention

Here are 5 (of the many) great reasons to attend the NCA 2020 Convention:

1. Networking that's worth your time

One conversation with the right person can change everything.

We've designed our programming for 2020 to ensure that you'll have maximum opportunities to connect with the people you want to meet -- including a networking lunch for everyone, coffee breaks, and nightly social events like our industry happy hour and "Welcome to Texas" kickoff party.

2. Education for the real world

Coffee is complicated -- from market price fluctuation to understanding the latest food science and coffee trends. And, like most things, the best way to learn is to dive in headfirst. This year we've packed our program with dozens of speakers, panels, and educational breakout sessions to help you gain the knowledge and insights that are most relevant to you.

3. Professional development

Developing strong industry leadership is critical for the future of coffee.

Whether you're looking to grow your own career or develop talent within your organization, our Convention provides opportunities to strengthen leadership skills and learn more about the business of coffee - from the Next Generation Council to events where you could meet your next business partner.

4. Industry innovation

Ideas are like coffee - fresh is better.

Find new inspiration to bring back to the office, whether it's from a keynote speaker or exhibitor. Maybe you'll discover the next big thing in coffee - or come up with your own.

5. Get involved

Tap into the (well-caffeinated) energy of the NCA coffee community! Convention offers many opportunities to give back to the industry or local community, make new connections, and discover new ways to collaborate.

Consider signing up for the local Coffee Gives Back day of service, contributing a blog post on your experience, or join the conversation at a breakout session.


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