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US coffee consumption in 2013 up by 5%: NCDT study

DBR Staff Writer Published 25 March 2013

Coffee consumption across the US has increased by 5% to 83% in 2013, according to market research study by National Coffee Association's (NCA) National Coffee Drinking Trends (NCDT).

NCDT engaged a nationally representative sample of 2,840 people 18 and older mid-January through mid-February 2013 with daily quotas to ensure a balanced mix of days of the week.

The study examined consumption patterns among Hispanic-Americans, further broken down by levels of acculturation and countries of origin, as well as African-Americans.

Daily consumption rate remained at 63%, while people who drink coffee at least once in a week increased to 75%.

Past-day coffee consumption among Hispanic-Americans has increased to 76%; in African-Americans to 47% and in Caucasian-Americans to 64%.

Moving on to single-cup brewing format, a 13% of total US population drank a coffee made in a single-cup brewer, while past-day consumption of a coffee made in a drip coffee maker has dropped to 37% from 43% over the same period.

Awareness of single-cup brewers reached 82% with a 11% increase from 2012 and ownership has grown to 12% from 10% last year.

Consumption of gourmet coffee beverages remained at 31%, whereas consumption of traditional coffee was off by seven percentage points to 49% versus 56% in 2012.

Compared to 30% of Caucasian-Americans and 25% of African-Americans, Hispanic-Americans accounted for 44% past-day consumption of gourmet coffee beverages

Past-day consumption of espresso-based beverages is more (16%) in age group between 18-39 compared to 60+ age group with just 6%.

Among those 18-24, daily overall coffee consumption fell to 41% from 50% last year, and for those 25-39 to 59% from 63%.

Conversely, overall daily consumption of coffee among those 60+ rose to 76% from 71% last year, and for those 40-59 to 69% from 65% in 2012.

The 60+ group appears to favor gourmet varieties of traditional coffee, with daily consumption up to 24% from 19% last year. For those 25-39, conversely, the corresponding figures dropped to 18% from 26% last year.

For non-gourmet traditional coffee, daily consumption remained essentially steady for those 60+, but fell among those 18-24, moving from 27% to 17% this year.

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