Frequently Asked Questions
Who is this report for?
This report is designed for coffee roasters, retailers, café operators, importers, exporters, equipment manufacturers, suppliers, consultants, and anyone seeking to better understand what’s driving specialty coffee consumption.
How long is the report?
The report is over 60 pages, including analysis, key observations, charts, and graphs exploring U.S. specialty coffee consumption and consumer preferences.
How recent is the data?
The report is based on consumer research conducted in January 2026.
How does the NCDT define specialty coffee?
In this report, specialty coffee falls under two categories:
Traditional Coffee – Specialty
Traditional Coffee drunk hot or iced that is brewed from premium whole bean or ground varieties.
Specialty Coffee Beverages
Traditional Coffee – Specialty, Espresso-Based Beverages, Non-Espresso-Based Beverages, and ready-to-drink coffee.
Espresso-based beverages, or EBBs, include cappuccinos, espressos, lattes, caffè mochas, macchiatos, flat whites, and Americanos. Non-espresso-based beverages, or non-EBBs, include frozen blended, cold brew, and nitro coffee.
It is worth noting that the NCDT is a consumer survey, and most consumers are not coffee professionals. While “specialty coffee” is understood by professionals as referring to coffee earning a specific score, consumers may interpret the term to simply mean a high-quality coffee.
How large was the sample?
The findings are based on a nationally representative sample of 1,850 U.S. adults, aged 18 and older.
The weighted sample reflects the American population, aged18+, with interlocking quotas for age, gender, region and ethnicity.
All respondents drank a beverage other than tap water in the past day. Drinking coffee is not a requirement to participate in the research.
Do you need to be an NCA member to download it?
No. The report is available to anyone who completes the form.
Can I share it?
You are welcome to share this page with colleagues and industry peers, but we ask that you please do not redistribute the report itself. Each user is encouraged to download their own copy of the report directly from the source.
Will I receive marketing emails?
Yes, we may send you emails related to NCDT market research and other relevant resources, but we try to be very intentional and promise not to flood your inbox with promotions. You may unsubscribe at any time.