2008 National Coffee Drinking Trends Summary

The National Coffee Association of USA, Inc. Presents the


 2008 Report Highlights

17% of the adult population consumed a gourmet beverage on a daily basis in 2008
   compared  with 14% in 2007.

Adults 25-59 led the upswing with 19% of daily gourmet coffee drinkers, an increase of six percentage points from 2007.

Past year consumption of iced and frozen coffee is up significantly from 2007 levels.

• Coffee drinkers are more likely to feel coffee is healthy, with 49% saying that as opposed to 36% of non-drinkers.

Sixty one percent said that coffee improves their mental focus versus 48% of non-drinkers and 59% of coffee drinkers say they are more productive versus 47% of non coffee drinkers.

• In 2007, past-day consumption of coffee surpassed that of soft drinks for the first time. While the gap narrowed in 2008, daily consumption of coffee is still directionally higher.

• Consumption of cups per day by consumers age 18-24 continued to trend higher in 2008. Young adults who drank coffee consumed an average of 3.2 cups per day as compared with 3.1 in 2007, a significant increase over 2005’s level of 2.5 cups per day.

• Positive health messages are clear drivers of consumption.  Questions posed to consumers about the health benefits of drinking coffee and is coffee good for my health are both up significantly from 2005 to 46% and 36% from 37% and 26% respectively.

Tracking Measures 

By Type of Coffee

• Daily, weekly, annual

• 50-year trending

By Age

• Daily, weekly, annual

• By coffee type

• Total, Traditional, Gourmet

By Region

• Total, Traditional, Gourmet                  

By Time of Day

• By coffee type

• By age

• By location and share of cups

By Location

• In-home vs. out-of-home

• By age

• By share of cups

Driver and Barriers

• Consumer attitudes

• By age

• Health messages

• Key Driver Analysis

Coffee Origins/Certifications

• Country associations

• Certification awareness

Additives and Flavorings

• Breakout of additives by type and by age

• Consumer flavor preferences, added and pre-flavored

Consumer Profiles

• Demographics, traditional vs.gourmet drinkers

• Gourmet drinkers over time

• Non-drinkers

Recent Enhancements

The tracking of habits and practices as they relate to the consumption of cappuccino, espresso, latte and iced/coffee blended with ice began in 1993, and café mocha was added in 1999. In the past, these coffee types had been presented separately from what was historically defined as coffee: regular, soluble (instant) and decaffeinated coffee. This separation was maintained to ensure comparable historical trends. Given the increase in consumption of these coffee types, however, their data have now been aggregated with the traditionally defined coffee consumption data in defining the total U.S. market and in tracking the consumption of total coffee. Of course, statistics breaking out these newer additions to the market are also presented separately and titled accordingly.

As a result, since 1999, the total coffee market includes all coffee types:

Regular, Instant and Decaffeinated coffee and Gourmet Coffee Beverages, which includes espresso-based products, such as Cappuccino, Espresso, Latte, Café Mocha and Iced/coffee blended with ice products and Gourmet (premium whole bean or ground) coffee.

Beginning in 2006, profiling non-drinkers of coffee was added to the study. In 2007, segmentation and key drivers were initiated to better understand which consumers drink coffee and why.


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