National Coffee Drinking Trends 2009

Boca Raton, Florida
March 21, 2009

In an economically challenging year, the coffee industry has proved resilient, as evidenced by new data from the NCA’s 2009 National Coffee Drinking Trends (NCDT) market-research survey. Daily consumption of coffee beverages among consumers remained consistent in 2009 with 54% of the overall adult population partaking. This is statistically on par with the 2008 figure. Additionally, cups-per-drinker and cups-per-capita, which includes drinkers and non-drinkers, continue to hold at the level from 2008 and the previous four years, but are up slightly versus 2003.

“Consumers still see coffee as an integral part of their everyday lives,” said Robert F. Nelson, President and CEO of the National Coffee Association. “Even if economic conditions cause some to alter their coffee choices, they are nonetheless continuing to enjoy coffee at levels very much on par with recent years.”

Overall Penetration
While daily penetration of coffee among American adults held steady, the data for past-week and past-year penetration of coffee are down from 2008, indicating that a small number of less frequent coffee drinkers might have moved away from the coffee category. Weekly and yearly consumption each fell by three percentage points to 63% and 77%, respectively.

Location Matters
Even as coffee retains its resiliency among consumers, coffee preparation at home is up 5 percentage points with 83% of past-day coffee drinkers reporting that they made coffee at home the day before, and 80% of past-week coffee drinkers doing so during the previous week. Out-of-home coffee preparation is down 6 percentage points for each of the same time frames.

Similar trends are seen with regard to where consumers are drinking coffee. At-home consumption rose five percentage points – now 80% of past-day coffee consumers drink coffee at home. This is the highest level since 2003. Consumers may also be taking that home-brewed coffee to go, as 10% of past-day coffee drinkers now report having coffee during their morning commute, continuing growth begun in 2007 and again matching a high set in 2006. At the same time, the number of consumers who report drinking coffee at work remained consistent at 18%, but fewer are partaking in restaurants (5%) than in 2008 (8%).

Age Breakouts
After a quick drop at the start of the recession, the pendulum steadied for young adult coffee consumers age 18-24 in 2009 with 29% now partaking in any one day; an indication that recent lifestyle changes have become ingrained enough to be maintained, even in a difficult economy. Although slightly up from 2008’s level, the current percentage of 18-24’s who drink coffee is still significantly lower than 2007’s high of 37% that was attained after several years of steady growth.

In daily consumption, coffee drinking by adults age 25+ also shows stability, continuing for the most part to maintain 2008 levels, with those in the 40-59 age group essentially on par with the 61% high set in 2007 and 2008. Modest movement continued in the 25-39 age group, returning to 2007’s 44%, which has alternated with 47% highs in 2006 and 2008.

Traditional coffee has retained its footing with consumers age 25+, showing no significant changes. Gourmet coffee consumption among older consumers has returned to levels typically seen over the past 8 years, following an exceptionally strong year in 2008.

National Coffee Drinking Trends
The "gold standard" of U.S. coffee consumption tracking for over 50 years, the NCDT offers a wide array of data capturing coffee drinkers' behaviors, habits and attitudes. The study combines a solid core of timeless questions to measure changes over time, as well as new questions and analysis techniques designed each year to assess new trends and developments.

NCA
The National Coffee Association of U.S.A., Inc. (NCA), established in 1911, is the leading trade organization for the coffee industry in the United States. NCA is the only trade association that serves all segments of the U.S. coffee industry, including traditional and specialty companies. A majority of NCA membership, which accounts for over 90% of U.S. coffee commerce, are small and mid-sized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers and allied industry businesses.

The NCA provides a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations, and education. The NCA’s core purpose is to champion the well-being of the U.S. coffee industry within the context of the world coffee community.

Coffee Industry News Source: http://www.ncausa.org/custom/headlines/headlinedetails.cfm?id=667&returnto=1

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