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National Coffee Association shares 2019 national coffee drinking trends

The National Coffee Association (NCA) has revealed that 63 per cent of American adults drink coffee daily, according to its 2019 National Coffee Data Trends (NCDT).

The NCA offered a first look at the NCDT during its 2019 Annual Convention on 9 March in Atlanta, Georgia. The NCDT report tracks consumer behaviours and perceptions shaping coffee trends in the US for almost 70 years.

“Coffee is America’s most beloved beverage – and for good reason,” NCA President and CEO William Murray says.

“New consumer values have changed the game for coffee. But the industry is adapting – and thriving – by embracing innovation and transparency.”

This figure remains in line with 2018 consumption. However, in 2019 the share of gourmet coffee consumed past-day reached a new high of 61 per cent.

The NCA says this data showed similar dynamics across espresso-based beverages, traditional coffee – gourmet, and gourmet coffee beverages on a past-week basis.

This shift is also seen in emerging consumer behaviour patterns. Driven by younger coffee drinkers, the NCA says it sees a gradual but steady increase in the share of coffee prepared out-of-home and consumed after breakfast.

The Association call the under-40 demographic a formidable force in the coffee market, driving growth in cold brew and ready-to-drink markets.

The NCA says considering how recently they’ve reached mainstream markets, awareness of these beverages is high, at 80 and 89 per cent respectively.

The full 2019 NCA NCDT report will be available for purchase on 14 March.

For more information, visit ncausa.org

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