Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.
Page 23 of 47
OCS U P D A T E
C Survey reveals Hispanics
drink more coffee than consumers at large
offee consumption is stronger among Hispanic Americans than their non-Hispanic counterparts, according to new research from the National Cof- fee Association (NCA). The NCA Hispanic-American Market Report reveals that 74 percent of Hispanic Americans drink coffee daily, fully 12 percentage points ahead of non- Hispanics. The differential is also sustained for less frequent con- sumption, with past-week consump- tion at 80 percent for Hispanics versus 72 percent for non-Hispanics and past-year consumption at 84 percent versus 77 percent.
"Understanding coffee consump-
tion behaviors among the growing U.S. Hispanic population is essen- tial to reaching these consumers and satisfying their demands," said Robert Nelson, NCA president and CEO in a prepared statement. "A thorough understanding of this complex segment is pivotal to grow- ing the coffee category in the U.S."
Technology blurs barriers To achieve an accurate profi le of this large and complex population, NCA engaged a highly specialized methodology. A panel was selected to ensure that the Hispanic Ameri- can and non-Hispanic-American research sample matched the U.S. population distribution on the basis of age, gender and region. The survey was offered in English and Spanish to eliminate any language barriers. Proportional segments
22
Drink Gourmet Coffee Daily 46%
10 20 30 40 50
0 Hispanics Non-Hispanics
Drink Espresso Daily 32%
25 30 35
10 15 20
0 5
Hispanics Non-Hispanics Source: National Coffee Association
were also established within the Hispanic-American sample for home language, which were also set to mirror the Hispanic-American population distribution. Using home language as a proxy for accultura- tion enabled distinguishing con- sumption behaviors within the fully acculturated, partially acculturated and non-acculturated Hispanic- American population. Report data also reveal a seg-
ment-specifi c spike in coffee type consumed. Hispanic Americans appear to drink more premium
Automatic Merchandiser VendingMarketWatch.com April 2012 29% 11%
National Coffee Association identifi es consumption habits of a fast growing demographic segment of the U.S. population
coffee types than non-Hispanics, with 46 percent saying they drink gourmet coffee beverages daily versus 29 percent of non-Hispanics and, for daily espresso consump- tion, 32 percent versus 11 percent. Conversely, non-Hispanics appear to favor daily consumption of traditional coffee, coming in at 57 percent versus 49 percent. How- ever, when looking specifi cally at "traditional coffee, not gourmet" (black coffee that is not made from gourmet quality beans), both groups are statistically tied. The report also indicates that
higher levels of coffee consump- tion among Hispanic Americans carry across all age groups. Among Hispanic Americans 18- to 24-years of age, 57 percent said they drink coffee daily versus 48 percent for non-Hispanics. Daily consump- tion among other age groups for Hispanic Americans versus non- Hispanics came in at: 74 percent versus 60 percent among 25- to 39-year olds; 78 percent versus 63 percent for those 40 to 59; and 87 percent versus 70 percent for the 60 and older group. Espresso-based beverages were consumed at least once per week by 57 percent of the Spanish-dominant group, compared with 55 percent for the bilinguals and 35 percent for the English-dominant. Cappuccino came in, respectively, at 38 percent, 34 percent and 16 percent, and espresso at 38 percent, 31 percent and 16 percent.
PERCENTAGE
PERCENTAGE
