Americans are Drinking More Gourmet Coffee Than Ever Before

Americans are Drinking More Gourmet Coffee Than Ever Before

Americans are drinking more gourmet coffee than ever survey results from the National Coffee Association revealed Saturday.

Now fully 61% of the coffee drank in the United States is described by consumers as gourmet, according to the results of a survey commissioned by the NCA and released during the group’s annual meeting in Atlanta, Georgia.

That is a record-high proportion for a segment that has been steadily growing for the past several years, as consumer preferences tilt to finer beans and tastier coffees.

Overall daily consumption remains at a similar level to last year, with 63 percent of respondents saying they had consumed coffee within the past day, results of the 7-22 January survey of about 3,000 people in the United States showed.

“While we’re not seeing a significant change in the quantity of coffee that people are consuming, there is a clear change in the quality and consideration of each cup,” the NCA said.

Americans continue to mostly enjoy their coffee in the home, with at-home consumption accounting for 78% of the total. This is little changed from the prior year, but is down from 84% in Y 2012.

The craft coffee movement, which is already embraced by the country’s largest generational group, Millennials, is well-positioned to capitalize on future industry growth.

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