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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.

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