More Young Adults Drinking Coffee

Coffee consumption among younger U.S. consumers in 2011 has rebounded to 2008-09 levels, with 41 percent of 18- to 24-year-olds enjoying a daily cup of joe compared to 31 percent in 2010, according to findings from the 2011 NCA National Coffee Drinking Trends study.

Commissioned by the National Coffee Association, the study found the coffee category remains strong, narrowing the already slim lead of soft drinks.


“2011 NCDT data show that coffee’s relevancy remains strong amid a proliferation of beverage options," said Robert F. Nelson, NCA president & CEO. “A rebound in consumption among younger drinkers demonstrates strong category loyalty, which suggests a solid customer base for future growth."

Survey results revealed 54 percent of 25- to 39-year-olds drink coffee daily, up from 44 percent in 2010 53 percent in 2009. Gourmet coffee continues to be a significant portion of total coffee consumption, indicating that consumers want to maintain coffee quality even as the economy is uncertain. Nearly 90 percent of coffee consumers said they drank coffee at home in the past day as compared with 24 percent who said they drank coffee away from home in the past day.

Penetration for single-cup systems is growing at an average of 1 percent per year, and 35 percent of those with a pod system acquired it in the past six months. Consumers who buy the pod system are more likely to use it to replace their current brewer. Perception of the single-cup systems also is improving, with 45 percent of consumers rating them as excellent in 2011 compared to only 26 percent in 2007.