2010 National Coffee Drinking Trends Study


ADDED VALUE: An electronic copy (PDF) will be sent with your order.*

*Orders received during business hours (Mon-Fri. 9am-5pm) will be processed within one business day.  Orders received after business hours or on the weekend will be processed on the next business day. Please note that the electronic copy is for the initial purchaser's use only and is not to be printed, manipulated, forwarded or copied in any manner or format without the express written permission of the National Coffee Association.

Data Tables and Individualized Analysis Report also available

  • Comprehensive data tables underlying the NCDT Report are available for purchase, giving you access to more than 1,500 pages of overall, traditional and gourmet coffee consumption information. Tabulated data can be purchased online.
  • NCA can develop customized reports by analyzing the 2010 survey data to uniquely fit your market research needs.

Contact the NCA at 212-766-4007 for more information about these additional research tools.  

The National Coffee Drinking Trends study combines a solid core of timeless questions to measure changes over time, as well as new questions and analysis techniques designed each year to assess new trends and developments. This study continues to be the "gold standard" of U.S. coffee consumption tracking for over 50 years; the NCDT offers a wide array of data capturing coffee drinkers' behaviors, habits and attitudes.

For the first time in 2010, after two years of conducting parallel studies online and via telephone methodology, the 2010 report was conducted exclusively online. As in 2009 the report will highlight questions aimed at determining how consumers are reacting to the economy and how the economy is affecting coffee consumption.

The National Coffee Drinking Trends study is a must-purchase, market research tool to help you to compete in today's ever-changing and competitive coffee market.

  • Find out why consumers are maintaining their coffee drinking habits, despite the economic challenges.
  • Learn about the new trends for the at home coffee consumption market and what it means for your business.
  • Learn which market segment is dominating consumption increases.

2010 Study Highlights:

  • Daily consumption of coffee beverages among consumers remained unchanged as compared to 2009, with 56% of adults partaking.
  • 84% of consumers have not changed their consumption habits despite the economic environment. 
  • 40% of the coffee consumed is now gourmet.
  • Coffee preparation at home is up 4 percentage points with 86% of past-day coffee drinkers reporting that they made coffee at home.


Learn About the Research Methodology

View the Table of Contents

Sample charts 






CALL 212-766-4007