Summary of Findings:
Return to Pre-Pandemic Levels: Coffee consumption outside the home has rebounded, reaching its highest level since January 2020.
At-Home vs. Out-of-Home: While 81% of coffee drinkers enjoy their coffee at home, 36% also consume coffee outside the home, showing the importance of both settings.
Perceived Health Benefits: A majority of Americans believe coffee has health benefits:
66% say it improves mental focus.
51% say it is good for health.
46% believe it enhances physical endurance.
Trends in Consumption:
Specialty coffee remains at a 13-year high.
Cold brew has seen the most growth, with consumption up more than 30% since January 2024.
Ready-to-drink coffee is also growing in popularity, with consumption more than doubling since 2023.
Key Takeaway:
Coffee consumption, both at home and outside, remains strong, with growing appreciation for coffee's health benefits and increasing demand for specialty and cold coffee beverages.
Trend:
The rise in cold brew and ready-to-drink coffee highlights the ongoing interest in convenient, on-the-go coffee options.
Specialty coffee continues to be a dominant force in the coffee market, maintaining consumer interest through unique and premium offerings.
Consumer Motivation:
The primary motivations for drinking coffee include its ability to wake people up (76%), help them stay focused (66%), and assist in getting tasks done (67%).
There’s a growing belief in the health benefits of coffee, which is influencing consumer choices.
Demographics and Behavior:
Coffee consumption is highest in the Northeast (69%) compared to other U.S. regions.
Coffee is most often consumed at breakfast (84%) but is also enjoyed at other times, such as mid-morning (32%) and in the afternoon (19%).
Implications for Brands:
Out-of-home consumption has returned to pre-pandemic levels, so brands should invest in expanding their presence in cafes, restaurants, and convenience locations.
The increasing demand for cold brew and ready-to-drink formats offers a significant opportunity for innovation and brand expansion.
Given coffee’s perceived health benefits, brands can tap into the wellness trend to market coffee’s potential advantages, aligning with consumers' growing focus on health.
Implications for Society:
The strong rebound in out-of-home coffee consumption suggests a return to pre-pandemic social behaviors, such as visiting cafes and enjoying coffee as part of a daily routine.
The growth in specialty coffee and cold beverages reflects consumers' evolving tastes, prioritizing quality, convenience, and innovation.
Implications for Consumers:
With increasing choices and a focus on quality, consumers can enjoy a broader range of premium, health-conscious coffee options.
Consumers' growing understanding of the health benefits of coffee may lead to increased consumption and preference for healthier brewing methods and ingredients.
Implications for the Future:
Continued innovation in specialty, cold brew, and ready-to-drink coffee formats is likely to drive future growth, especially as convenience and health benefits remain key motivations for consumers.
Consumer Trend:
The resurgence in out-of-home coffee consumption paired with a shift toward health-focused narratives around coffee suggests a future where premium, convenient, and health-centric coffee options will dominate.
Consumer Sub-Trend:
Cold brew coffee and ready-to-drink formats are emerging as the leading sub-trends within coffee consumption, especially among younger, busy consumers seeking convenience and innovation.
Big Social Trend:
Wellness and functional foods are influencing coffee consumption patterns, as more people seek beverages that provide both enjoyment and health benefits.
Worldwide Social Trend:
The rise in specialty and cold coffee mirrors global trends toward premiumization and on-the-go lifestyle products, particularly in urban areas where convenience and experience are key drivers of consumer behavior.
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