2008 National Coffee Drinking Trends Summary
2008 Report Highlights
• 17% of the adult population consumed a gourmet beverage on a daily basis in 2008
• 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.
• Consumer attitudes
• By age
• Health messages
• Key Driver Analysis
• Country associations
• Certification awareness
Additives and Flavorings
• Breakout of additives by type and by age
• Consumer flavor preferences, added and pre-flavored
• Demographics, traditional vs.gourmet drinkers
• Gourmet drinkers over time
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
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.