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Coffee consumption
jumps in 2013
The number of U.S. adults that are now drinking coffee has
reached 83 percent. Hispanic-Americans are outpacing
other groups, while single-cup steadily grows.
O
verall coffee consumption is
up 5 percent this year among
Americans. According to a
National Coffee Drinking Trends
(NCDT) market research study
recently conducted by the National
Coffee Association (NCA), 83 percent of the U.S. adult population now
drinks coffee, compared to 78 percent
in 2012. At the same time, daily consumption has remained strong and
steady at 63 percent, while those who
drink coffee at least once per week
went up slightly to 75 percent.
HISPANIC-AMERICANS
LEAD CONSUMPTION
DRINK COFFEE
2013
83%
2012
78%
DRANK COFFEE YESTERDAY
Hispanic
African-American
76%
47%
Caucasian-American
64%
Past-day coffee consumption among
Hispanic-Americans again outpaced
that of other Americans, further
affrming data identifed last year
when the NCA began tracking ethnic
consumption. Seventy-six percent of
adult Hispanic-Americans said they
drank coffee yesterday, 13 percentage points ahead of the total population. By comparison, 47 percent of
African-Americans and 64 percent
of Caucasian-Americans said they
drank coffee yesterday.
SINGLE CUP ALSO INCREASES
In other NCDT data, the single-cup
brewing format continues to grow
steadily. Of the U.S. population, 13
May 2013
percent said they drank a coffee
made in a single-cup brewer yesterday. This is up from just 4 percent in
2010, according to the NCA. By contrast, past-day consumption of a coffee made in a drip coffee maker has
dropped to 37 percent from 43 percent over the same period. Awareness of single-cup brewers reached
82 percent, up by 11 points from last
year, while ownership has grown to
12 percent from 10 percent.
Consumption of gourmet coffee
also remained strong and steady,
with nearly one third (31 percent)
of the population partaking each
day. At the same time, consumption of traditional coffee was off by
seven percentage points to 49 percent versus 56 percent in 2012.
The NCDT study has been
conducted annually by NCA
since 1950 and engages a
nationally representative sample of more than 2,000 people
aged 18 and older. Respondents
are selected from an online panel
with ethnic breakouts aligned proportionately with the makeup of the U.S.
population. Respondents complete the
survey online in English or Spanish
at their choosing. Data was collected
mid-January through mid-February
2013 with daily quotas to ensure a
balanced mix of days of the week.
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