According to National Coffee Association USA’s (NCA) report, the demographic of coffee drinkers are becoming younger and younger. 41 percent of 18 – 24 age group are drinking coffee daily, which 31 percent higher as opposed to the coffee consumption in 2010. The senior age 60+ group also rose from 71 to 76 percent in 2013.
Among the selection of coffee consumption, espresso is more favored by the younger generation compared to the older generation. The war between gourmet coffee and traditional coffee is still unpredictable, because beverage consumers are varied and divided equally among the groups. While the senior groups prefer gourmet coffee, the youth still loves to drink traditional coffee. The daily consumption of gourmet coffee among elders rose from 19 percent to 24 percent last year. In the age group between 25 and 39, the figures dropped to 18 percent. In terms of traditionally brewed coffee, the daily consumption remains stable among elders, while shrinks from 27 to 17 percent among youths.
83 percent of American drink coffee every day. Among the groups, Hispanic – American partakes 76 percent, outpaced other ethnic groups, while 47 percent of African – American drinks coffee daily and that of 64 percent of Caucasian – American. A statistic showed that coffee industry grows more than 10% of fast food chain annually. 75 percent drinks coffee at home, while 66 percent prefers to dine and have a cup of beverage outside. The research also stated that the number of coffee shops have been increasing in the recent years due to the fast growing demand in the industry.
When does the American drink coffee?
a) In the morning
b) In the afternoon
c) In the evening
d) Before bedtime (I know it may sound crazy, but I do have a friend drinks a cup of coffee before going to bed)
It is not surprising that 59 percent of American drink coffee in the morning. So, if you are an entrepreneur in the coffee industry, do not open the store until 11:00 am, you already lost over half the potential market.